It should be noted that the changes in the position of the foreign party's joint venture negotiations have not been the care or alms given to us by the people, but the increase in the strength of the self-owned brand enterprises.
In 2009, it could really be called China's commercial vehicle joint venture year and year of the year. In recent days, news of joint ventures has come one after another. FAW-GM Light Commercial Vehicles Co., Ltd. has successfully completed its results on August 30, 2009. JAC has also reported news of a joint venture with truck giants Caterpillar and Navistar of North America.
In the field of commercial vehicles, as Iveco, Volvo , Mercedes-Benz, Renault, Hino, and MAN have in-depth cooperation with Chinese companies, the joint venture between domestic multinational giants and domestic commercial vehicle companies has accelerated, and commercial vehicle giants have accelerated their entry into China. Finally formed.
Fostering joint venture needs
Such a huge shift can not help but be dazed: Can China's commercial automobile industry leave foreigners hard to make a difference?
But in fact, it's not! To put it bluntly , the huge market potential and product mix of commercial vehicles in China has created a joint venture demand between Chinese and foreign parties. The commercial vehicle market has maintained an average growth rate of over 10% for many years. Among them, the medium and heavy truck market is growing rapidly, and its market share has increased year by year. Especially in the 2008 financial crisis, China’s commercial vehicle market maintained a 5.2% growth in the United States and India. In comparison with foreign markets, China’s commercial vehicle market is more attractive and has great market potential. .
In the first half of this year, under the influence of the financial crisis, China’s commercial vehicle market has begun to decline. From January to July, a positive growth rate of 3.9% was realized, and the recovery of its market was inseparable from the improvement of our overall economic situation. At the same time, the state's implementation of "cars to the countryside" and "old-for-new" encouragement policies have also increased the rebound in the once-troughing commercial vehicle market. In the second half of this year, with the gradual improvement of China's economy and the further development of relevant incentive policies and the related launch of the country’s infrastructure investment projects, the sales volume of the commercial vehicle market is expected to achieve steady growth. Faced with such a huge domestic market potential, multinational commercial vehicle giants are constantly looking for opportunities to enter China and earn lucrative profits. This round of joint venture climax is just an expression of the strong desire of foreign commercial vehicle companies.
On the other hand, with the rapid development of China's auto industry, energy conservation and emission reduction have gradually become the direction of the government. In the commercial vehicle industry, the phenomenon of low-end products and backward technology is still widespread. Especially for heavy-duty trucks, the overload phenomenon of “Dura Run†is still banned. There are even some heavy-duty truck giants in China that some domestic products have 20 years of technology gap. At the same time, China's commercial vehicles are often hit by walls when they export to mature markets overseas, such as Europe and the United States, due to their non-compliance with emission standards. Therefore, improving the product structure and introducing advanced technologies have become the development plan for domestic commercial vehicle companies, which undoubtedly gave rise to the need for joint ventures with foreign giants.
Due to the impact of the international financial crisis, many commercial vehicle companies are struggling to find new development opportunities. As a result, the global commercial vehicle market, including China, is quietly brewing. In the process of rewriting the commercial vehicle market, Chinese companies are facing challenges and opportunities. For domestic commercial vehicle companies, although the Chinese market is the most important and most promising automobile market in the world, going global is also an inevitable result of development. Therefore, how to take advantage of the limited growth period to form an independent research and development capability and a complete overseas market sales network will become the top priority for the development of the company.
New patterns appear
It is worth noting that in the field of commercial vehicles , a new pattern of multinational companies and Chinese companies competing for the Chinese market is taking shape. From the simple introduction of new models to the introduction of funds and technology to develop independent brands, there have been some new models for joint ventures between commercial vehicle companies.
The joint-venture company has developed from the use of foreign brands and the production of foreign models to Chinese and foreign companies to jointly manage Chinese brands and join forces to enter the international market. For example, the joint venture between China National Heavy Duty Truck and Germany Mann recently took a model that did not import foreign brands and first conducted technical cooperation. This change is based on the current status of China's commercial vehicle market. Unlike the passenger car market, China's commercial vehicle market has distinctive demand characteristics and unique product structure. Foreign truck products are not suitable for the current stage of the Chinese market. On the other hand, it also reflects that in the course of this round of joint venture cooperation, the foreign strategy is more flexible than ever, and China’s right to speak has gradually increased.
The commercial vehicle market in China has experienced 50 years of development. The position of its own brand is not the same as that of a passenger car. Therefore, how to retain and develop its own brand in the joint venture process has become a key point that both Chinese and foreign companies have been unable to reconcile in the past. Based on this, the joint venture model in recent years, although most companies still abide by the 50:50 equivalent shareholding, but it has evolved some new content. From GAC Hino, to Fukuda Daimler, to the nearest FAW-GM, all of its preconditions for joint ventures have retained its own brands, such as SAIC Iveco Hongyan and GAC Hino are dual brand operations; and Fukuda Daimler The joint venture company even built Futian's Auman brand service. FAW-GMV has not yet explicitly introduced which models, but it also made clear that it will still use FAW to liberate the brand. It can be foreseen that in a fairly long period of time in the future, "technology transfer equity investment" will become the main mode of cooperation between China's commercial vehicle companies and foreign partners.
In this new round of joint ventures among commercial vehicle companies, Chinese car manufacturers not only acquired foreign advanced technology, improved product structure, expanded market demand, improved management standards, but also created a more environmentally friendly, safer and more Reliable new technology models. Utilize the global sales network of foreign partners to capture the world's commercial vehicle market.
It should be noted that the changes in the position of the foreign party's joint venture negotiations have not been the care or alms given to us by the people, but the increase in the strength of the self-owned brand enterprises. In the 1980s, it was hard to imagine that it was necessary to retain its own brand in a joint venture, let alone develop its own brand in a joint venture. In the initial period of reform and opening up, Chinese commercial vehicle companies were in a weak position in the dialogue with international auto giants. "There is no right to speak without technology" has become an unwritten "hidden rule" in the automotive industry.
Today's China's commercial vehicle market is not as good as it is today, and its own brand has an absolute advantage. After years of rapid development of commercial vehicle companies in China, they have not only established a firm foothold in the country, but also actively entered the international market and achieved remarkable results. With the increase in the competitiveness of independent enterprises, the right to speak is also increasing in joint venture negotiations. This shows that a very simple truth: In order to obtain foreign recognition and respect, Chinese companies must have their own strength, otherwise they can only be allowed to butcher in foreign cooperation.
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