IAUTO
Speed Depth Attitude
Introduction |
2022/01/27
Break the order of the old era and unveil the attempt of the new era.
Author 丨 Shi Jie
Responsible editor 丨 Cui Liwen
Editor 丨Zhu Jinbin
"All things will prosper and decline, and all things will have relaxation." "Han Feizi Xie Lao" has long revealed for us the inevitable relationship between the old and the new.
In 2021, the automotive industry has been elevated to an unprecedented position in the world, naturally, the automobile industry structure and development model have ushered in the "evolutionary" test, especially in the context of the rapid rise of independent car companies, the significance of the existence of joint ventures and the way out of the future, it will be upgraded to the soul torture of the heart.
So we go back in time.
In order to balance the relationship between the independent automobile industry and the development of foreign brands, the "Automobile Industry Policy" promulgated in 1994 stipulates that the shareholding ratio of foreign capital in the joint venture projects of vehicle enterprises in China cannot exceed 50%, and the joint ventures of foreign capital producing similar vehicle products in China cannot exceed two.
In the following decades of development, China's auto industry from the weak stage of the industrial chain into the stage of high-speed growth, and then entered the stage of micro-growth, high-quality and stable development, independent brand passenger cars are no longer limited to a single low-end market segment, not only in the mid-end segment market and joint venture brands to compete in the same field, and even continue to accelerate brand upgrading and layout of the high-end market.
As the market becomes more mature and its own brands become more and more upward, the National Development and Reform Commission and the Ministry of Commerce have issued the Special Administrative Measures for Foreign Investment Access (Negative List) (2021 Edition) and the Special Administrative Measures for Foreign Investment Access in Pilot Free Trade Zones (Negative List) (2021 Edition). According to the List, from 1 January 2022, the mainland will abolish the restriction on foreign ownership in passenger car manufacturing and the restriction that the same foreign investor can establish two or fewer joint ventures in China to produce similar vehicle products.
The release of the "List" shows that the passenger car joint venture share ratio restriction is fully relaxed after 27 years, and at the same time, it also means that the profit and market battle is about to open the era of Chinese automobile joint venture 3.0.
In the context of this auto market, a new joint venture company, Jiangling Ford Automotive Technology (Shanghai) Co., Ltd. (hereinafter referred to as "Jiangling Ford Technology"), officially began its new journey.
The joint venture model ushers in the next era
We all know that after the joint venture company enters the Chinese market, the cooperation with its own brands has been changing with the development of the market.
At that time, the joint venture company mushroomed, but the foreign party provided technology and services to consumers, manufacturing and even CKD and SKD assembly; later, the two sides of the joint venture tended to be equal to the stage, although the foreign party occupied the dominant position in research and development, but began to pay more attention to the Chinese market, there are "special cars" appeared, localization research and development and procurement speed up, set up R & D centers in China.
This is the switch from the 1.0 era of China's automobile joint venture to the 2.0 era.
With the development of independent brands and the maturity of the market, as well as the new opportunities after the deep localization and the opening of the stock ratio, both Chinese and foreign parties are standing at the level of reciprocity from all levels, and there is no longer a need for policies to set the threshold of the joint venture share ratio, because the joint venture parties can "walk on their own" without crutches, and the Chinese automobile joint venture model has since entered the 3.0 era.
However, the advantage of resolutely choosing cooperation is that sole proprietorship may go quickly, but cooperation will go further.
At this time, the joint venture company may appear foreign-led, especially when the gap between the strength of the two sides is too large, the foreign party blindly embezzles the share ratio and shows its fangs; it may also appear that the Chinese side dominates the local market thoroughly, and the product is no longer stuck to the foreign global technical structure but more in line with the local consumer demands, truly "in China, for China", and even "for the world" to feed the dividend.
Of course, the probability of the former appearing will be relatively frequent.
The reason is that although independent brands have been developing and progressing, and the gap with foreign capital is narrowing, it does not mean that the gap has been erased, and foreign brand precipitation and product accumulation will still have advantages, but there are differences in the size of advantages.
In this context, Jiangling Ford Technology is still starting its journey in the form of a new joint venture brand and has become a pioneer in challenging precedents.
It is reported that Jiangling Ford Technology is a new holding subsidiary jointly funded by Jiangling Motors Co., Ltd. and Ford Motor Company, headquartered in Shanghai. The registered capital of the joint venture company is 200 million yuan, of which Jiangling Motors invests 102 million yuan, holding 51% of the shares, and Ford invests 98 million yuan, holding 49% of the shares.
The new joint venture is a new initiative of Ford and Jiangling Motors in the passenger car business based on the common strategic goal, and will be committed to accelerating the expansion of the passenger car business, accelerating the improvement of channel capabilities, strengthening the ability of scientific and technological innovation, and promoting the innovation and upgrading of user experience.
Its business scope includes engineering/technical research and experimental development and sales and related ancillary businesses. Including automobiles, new energy vehicles, auto parts, new energy vehicle electrical accessories, plug-in hybrid special engines, distributed AC charging piles, centralized fast charging stations, new energy vehicle power exchange facilities, new energy vehicle production and testing equipment, etc.
From the perspective of market development, the establishment of Jiangling Ford Technology has created a precedent for the joint venture model 3.0 era, providing a blueprint for the subsequent changes in the equity ratio of the two sides of the joint venture; for Jiangling Ford Technology, its establishment allows Ford and Jiangling Motors to implement mutual assistance and win-win strategic cooperation in all aspects of products, marketing and technology.
At the same time, the establishment of Jiangling Ford Technology will not only accelerate the landing of Ford China 2.0 strategy, but also further fulfill its commitment of "more Ford, more China", once again casting brilliance in the Chinese market; and Jiangling Motors' strong vehicle manufacturing capabilities and supply chain capabilities will also become an important support for Jiangling Motors to build a leading system and support the new joint venture company to be born.
Challenger Jiangling Ford Technology
In the face of the new consumption environment in the Chinese market, Jiangling Ford Technology has positioned its role as a "challenger".
The so-called challenge is not only the order of the old era, but also the attempt of the new era.
Undoubtedly, the full liberalization of the share ratio will bring far-reaching changes to the camp of traditional joint venture car companies that have existed for many years. In the face of such turbulent changes, if Jiangling Ford Technology wants to make a good blueprint for the subsequent change in the equity ratio of the joint venture company, it is bound to fight this battle.
What Jiangling Ford Technology relies on is that through professional SUV products, differentiated experience upgrades, personalized exploration of users and the attitude of young new Ford, it constantly increases the competitiveness and development of Jiangling Ford Technology, and brings consumers the most Attractive Intelligent Technology Products and Innovative Experience.
In terms of products, Jiangling Ford Technology has accumulated innate advantages for many years, relying on the deep roots of Jiangling Group and inheriting Ford's century-old hardcore genes. With the deep cultivation of Ford Territory, Ford Lingyu, Ford Roadbreaker and Ford Lingrui in the SUV market, its hardcore off-road gene has been slowly implanted in the hearts of users, and has precipitated into the brand mark of jiangling ford technology.
Jiangling Ford Technology does not stop at the provision of simple model products, in the future, Jiangling Ford Technology will create a full-scene off-road platform and become a "Michelin Guide" for the professional SUV off-road industry.
In terms of differentiated competition, Jiangling Ford Technology is also deeply engaged in product differentiation and service differentiation. Through immersive product test drives, customization and community operations, we will renew the customer experience in Phase 2.0 and create customer surprises.
At the same time, with the further relaxation of national regulations and the growing demand for users, the modification market has grown rapidly, and it is expected to reach a growth rate of 10% in 2021. The product modification potential of Jiangling Ford Technology is very large.
At present, the most suitable models for modification are off-road and business models, and these two models happen to be the advantages of Jiangling Ford Technology. The market can see many car owners and enthusiasts, for Ford Road Shakers and Tourrino and other personalized modifications, Jiangling Ford Technology will give consumers more choices in this field in the future.
On the other hand, under the modern wave, Jiangling Ford Technology is gradually focusing on China's young, confident and fashionable cutting-edge consumers, digging deep into its consumer demands of trying new and seeking change, achieving self-transcendence with the spirit of pioneering innovation and the Concept of Ford+, and spreading the brand fashion trend and young new image through a new brand design.
Therefore, Jiangling Ford Technology Passenger Car not only continues to introduce younger models in the product line, but also faces a younger market. At the same time, it also continues to promote the construction of a young system in terms of organizational structure, personnel echelon, and marketing innovation.
After the establishment of the new joint venture, under the strategy of differentiation, rejuvenation, personalization and specialization, and with the support of Ford's global resources and products, Jiangling Ford Technology is expected to introduce more Ford models full of personality and legend. It is also expected to promote the new products of the Jiangling Ford technology platform to the world, and is expected to become a pioneer in opening a new joint venture model.
In addition, in the face of China's new consumer market, Jiangling Ford Technology is also gradually focusing on China's young, confident and fashionable new generation of consumers, digging deep into its consumer demands of tasting new changes, and working together with advanced products and cutting-edge consumers' broad vision and wise minds to calmly move forward and shape the most powerful challenger image in the future.
After decades of development, the joint venture model of China's auto market has entered the 3.0 era. In this era, it is the change of the stock ratio relationship, and it is also the change of the internal reciprocity relationship of cooperation.
From the earliest exploration of the cooperation model between the two sides to the stock ratio specification under the "Automotive Industry Industry Policy" to the new order of auto market cooperation after the stock ratio is completely liberalized, we are also witnesses to the changes in the era of joint ventures in the entire Chinese auto market.
Starting with Jiangling Ford Technology, the curtain has been opened in the era of joint venture 3.0. Instead of becoming old, the joint venture has been given new connotations and vitality. The elements that run through all aspects of the evolution of the industry are the spirit of challenge from beginning to end.
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