Text | Haidian mo less
Edit | Small balls
Three monks have no water to eat, two monks are in charge;
As the lyrics sing, "Instead of lingering, it is better to indulge in burning." Kia is reborn and becomes a benevolent person if she does not succeed!
The sky is going to rain and the bride is going to marry, and the one who should come will always come.
On February 7, the first day of work in the Year of the Tiger, the Korean brand Kia released a heavy message to the outside world:
In the morning, Kia Co., Ltd., a subsidiary of the Kia brand, held a signing ceremony for expanding investment cooperation with the People's Government of Yancheng City, Jiangsu Province.
The two sides intend to set up a new joint venture company in yancheng economic development zone to open a new era of joint venture!
How about a new joint venture and a new joint venture law?
To put it simply, the two sides will continue to increase capital and invest money, introduce more new models (including fuel vehicles and electric vehicles), and work together to make Kia re-shine in China, jointly promote the Yancheng auto industry to create glory, and jointly create a demonstration model for China-South Korea cooperation.
Three monks have no water to eat, and two monks are always ok
Honestly, for my colleagues in the car circle, this is not a shocking "news".
Because in view of the sluggish performance of Dongfeng Yueda Kia (referred to as DYK) in China in recent years, as early as last year, it was frequently reported that Dongfeng would withdraw, would end the tripartite joint venture and enter a new model of only Kia and Yueda joint ventures.
Subsequent signs confirmed the rumor.
On November 19 last year, Dongfeng Company publicly listed its 25% equity interest in Dongfeng Yueda Kia Automobile Co., Ltd. through the Shanghai United Property Rights Exchange at a listing price of 297 million yuan;
A month later, on December 18, the official website of the Shanghai United Assets and Equity Exchange showed that the 25% equity transfer project of Dongfeng Yueda Kia had been delisted, and the transfer price was 297 million yuan;
Sadly, the transfer price of this 25% equity is less than three small targets; not surprisingly, Yueda Automobile Group, a subsidiary of Yueda Group, is the only bidder.
In a word, after 20 years of tripartite joint venture history of Dongfeng, Yueda and Kia, Dongfeng withdrew, Yueda took over the equity transferred by Dongfeng, and the carrier of Kia's joint venture in China has since ended the "love triangle" state, and Dongfeng Yueda Kia will become "Yueda Kia".
Of course, whether the name of the new joint venture company is called "Yueda Kia", or "Kia China", etc., there is a suspense in the official announcement, saying that it will be officially revealed in April.
As mentioned earlier, this is not a "new" news, but Kia deliberately chose to hold such a ceremony to officially announce it on the first day of the Year of the Tiger, which has the meaning of the traditional Chinese "begging for a lottery and auspiciousness".
In the new year, Kia will start again in China, a few years ago, the environment was not good, "three monks have no water to eat", from now on", "two monks carry water" should always have water to eat.
Dongfeng cut the meat to stop the loss, kia Yueda set off again
Dongfeng Yueda Kia has gradually become history, which is a good thing for all three parties.
Needless to say, In recent years, Dongfeng Company has opened a new round of "big slimming", such as Dongfeng Renault, Dongfeng Yulon and other poorly managed joint venture plates have been cut down, freeing up more energy and resources to develop Fengshen and Lantu.
Since has lost money in recent years, it is difficult for the three-party joint venture to work together, and it is better to leave the market as soon as possible instead of continuing to consume each other.
Last year, Dongfeng Yueda Kia 4S store was auctioned
In terms of Kia and Yueda, if Kia wants to turn over and seek development in the Chinese market, it is important to reduce the number of joint venture partners to do subtraction and lightly load up, but according to the current situation, it is neither realistic nor wise to follow Tesla to engage in sole proprietorship.
In the first 20 years of joint venture history, the local government of Yancheng, to which Kia and Yueda belong, has long been deeply tied, which can be called the symbiotic and co-prosperity relationship between you and me and you.
Kia's next development in China, but also rely on the strong support and support of the local government of Yancheng, Jiangsu Province, Yancheng's automobile industry revitalization dream is also inseparable from the rise of Kia and other manufacturers.
Needless to say, after Dongfeng withdrew, Kia and Yueda set off again, adding a glimmer of hope to Kia's revival in China.
After all, looking at the global market, whether it is Kia or the Hyundai Motor Group to which it belongs, it is competitive enough in terms of technology and products.
In fact, combined with the actual situation of Dongfeng Yueda Kia in the past two years, the reason why market sales are still sluggish is not at the technical and product levels.
A very simple example, the Kaiku K5, Zhipao Ace, the new K3 and other products launched in the past two years are quite capable of fighting and are also aimed at the big hot mainstream market segments.
The reason why it is not applauded and reduced to "cannon fodder" after being pushed to the market is, to a great extent, it is still subject to the struggle of all parties under the tripartite equity structure, the personnel is unstable, and there is no continuous effort at the brand marketing end with one heart and one mind.
Le Tease Observation:
The three-party joint venture has become a two-party joint venture, and Yueda plays more of the role of local government and strategic investor in it, and in theory, Kia can do a big job with its hands and feet.
As for success or failure, there are of course too many determinants and uncertainties.
But no matter what the ups and downs of the previous few years, Kia has no way to retreat in China, can it be worse than this?!
Liu Changsheng, general manager of Dongfeng Yueda Kia
If the Koreans are not convinced and feel that they can do it, then now the scepter is almost back in their hands, and it remains to be seen how to line up the troops and how to fight the battle.