Natural selection, survival of the fittest, the competition in the automobile market is becoming increasingly fierce, and those who can survive in the fierce competition must have two brushes. China's automobile market is very inclusive, and there are many types of automobile brands, which leads to more fierce competition in the domestic automobile market, and if you want to develop, you can only continue to strengthen yourself.
However, many car companies have performed well in the early stages, and even became the first Chinese company to be listed on Wall Street in the United States. However, in the subsequent development, these companies became weaker and weaker, gradually lost their advantages, and eventually had to go bankrupt and reorganize.
There are many domestic car brands that have declared bankruptcy and reorganization because of business problems, and the car overlord of the southwest side, Lifan Automobile, has also been famous in China, and now Lifan is in debt of billions, and has also eaten the "soul medicine" of restructuring.
And Lifan Automobile also has the same fate as Brilliance Automobile, and now Brilliance's bankruptcy and restructuring road is a bit confused, and Brilliance, which was supposed to announce the draft bankruptcy reorganization plan this month, has now announced that it will extend the draft reorganization plan for half a year before submitting.
The first Chinese company to be listed on Wall Street
In the 90s of the last century, Brilliance Auto was established, and Brilliance Auto went relatively smoothly in the early stage of development. When other enterprises are still in the initial stage of developing enterprises from bank lending, Brilliance Auto has already embarked on the road of financing, with Jinbei Bus as the core, Brilliance Automobile, Jinbei Automobile and Shanghai Brilliance using the capital market to accumulate 3.8 billion yuan.
Brilliance Auto is like riding on the high-speed train of development, not only has money, but also has the opportunity to cooperate with joint venture brands. After Establishing a partnership with Toyota, Brilliance Auto then launched the Jinbei Hiace S6480. After the launch of this van, it received a good response, and sales reached nearly 10,000 units.
In the following years, Brilliance relied on the advantages of the joint venture processing plant, fame and sales double harvest, in 2000 Brilliance Auto's annual sales have exceeded 100,000 units. For the domestic car companies at that time, the annual sales of 100,000 units was already a very big affirmation. After all, the technology of domestic brands at that time was not yet mature, and everyone recognized the joint venture brand.
2004 became Brilliance's "watershed"
Brilliance Auto has made great strides all the way, which has also put the development of Brilliance Auto into a dilemma. Since 2004, Brilliance's sales have begun to decline significantly, and profits are far less than before. In order to maintain the brilliant image of Brilliance Auto, the person in charge of Brilliance Auto decided to save the market with price.
This practice has indeed played a certain role, Brilliance Automobile has not fallen into the same dilemma as Lifan Automobile, and there is no news in the market that Brilliance is going bankrupt or restructuring. But profit reduction is an indisputable fact, and it is not advisable to rely on this method to save the market.
Later, Brilliance put down its value, sought cooperation with BMW, and established BMW Brilliance Automobile Group. With the big tree of BMW, Brilliance has returned to everyone's vision again, but if you want to stabilize this big tree, you must pay something. In order to obtain BMW's technology and funds, Brilliance Auto directly ceded its sales channels and financial authority to BMW.
Buy other people's technology to develop their own business, this way of development is not long after all, Brilliance Automobile although it has a strong heart of BMW Prince engine, but the Chinese people are not willing to buy it. After everyone knows more and more about cars, everyone hopes that domestic cars can have their own technology.
And Baoma has the two words Brilliance, which also makes many car owners feel that they can't hang on to their faces. After many car owners purchased BMW Brilliance, they directly cut out the two words of Brilliance on the car.
In the years of cooperation with BMW, Brilliance Auto has not concentrated on research and blindly relied on BMW's technology. When it parted ways with BMW, Brilliance's development was also seriously affected, and today Brilliance's liabilities have reached 69.1 billion.
It has always been said that BMW wants to acquire Brilliance, but now BMW's acquisition road seems to be in a dilemma. Brilliance's road to restructuring is difficult, and it is still unknown who will be the one to save it.
【The picture comes from the Internet, the infringing contact is deleted】