Recently, more than 2,000 dealers, suppliers and partners of Dongfeng Motor Co., Ltd. from all over the country came to Beijing to participate in the business meeting of Dongfeng Co., Ltd., summed up the previous two leapfrogging experiences, and prepared to start the third time of Dongfeng shares. Span.
What have you achieved in the first two crossings?
Dongfeng shares completed two full five-year plan has now accumulated sales of light commercial vehicles more than 1 million. From 1999 to 2004, the first leap was completed. The annual sales of automobiles from less than 20,000 vehicles reached more than 60,000 vehicles, initially laying the foundation for the company's scale operation, and the industry's status jumped from the sixth to the top three. The second leap was completed from 2004 to 2009. The annual sales volume of cars jumped from more than 60,000 vehicles to 200,000 steps, the annual sales volume ranked second in the industry, and annual sales of passenger car chassis and annual sales of pickup trucks ranked first in the industry. In the past 10 years, Dongfeng has more than 500 suppliers nationwide and more than 1,000 distribution outlets for five major product units. This has achieved a multi-win-win growth and has injected vitality into local economic development.
What is the new leap target?
Dong Fu, general manager of the former Dongfeng Motor Corporation, and Zhu Fushou, a member of the standing committee of the Dongfeng Motor Company, interpreted the “N(New) 315 Planâ€: During the period from 2010 to 2014, the end of the third complete five-year plan, Dongfeng’s business development will be Complete the third leap. In other words, by 2014, the powertrain will annually sell 300,000 units, overseas sales will be 100,000 units, and the vehicle sales will be 500,000 units a year. By 2014, based on the coordinated development of the three major bases, the Group will ensure its contribution to sales within the Dongfeng Group. More than 15%; By 2014, 3 initiatives will be implemented in depth to ensure that the market share of light commercial vehicles will reach 15%; and by 2014, it will be supported by three product structural adjustments to ensure that the minimum growth rate is higher than 15 per year. %.
Zhu Fushou analyzed that the company’s 2012 target set in the “315 Plan†issued at the end of 2007 at the Sanya Business Meeting has been unable to meet the development aspirations of the Dongfeng Group's business and needs to fully and comprehensively assess its own development potential. And revisit the prospects for future development. The "N315 Plan" is both an extension of the former "315 Plan" and a new starting point for selling 200,000 steps this year. In addition, the new objective and new tasks of assuming corporate social responsibility, conforming to the direction of low-carbon economy development, actively adjusting the industrial structure, and promoting the transformation of the growth mode are also integrated into the “N315 Planâ€.
In the “N315 Projectâ€, the three major bases refer to Xiangfan bases mainly consisting of light commercial vehicles, Zhengzhou bases mainly of high-end light commercial vehicles, and Changzhou bases mainly of low-end light commercial vehicles; Annually improve 500,000 production capacity. The three measures refer to the expansion of the light commercial vehicle product line, the promotion of sub-sector marketing, and the development of network sinking. The three structural adjustments refer to: vigorously developing new energy vehicles, actively developing high-quality emission reduction vehicles, and increasing production and sales of small-displacement vehicles.
Compared with the original "315 Plan," the "N315 Plan" has demonstrated greater confidence and greater scope; structural adjustments have been more reasonable and market segments have become more accurate; the direction of development in development and development in transition has become clearer. Measures are also more perfect. In a word, it can reflect the overall goal of Dongfeng’s “Good and Fast†achievement of the third leap in the next five years.
At the business conference, the reporter was informed that the company's light truck products will be repositioned, that is, to re-plan the brand, high-end brand products named "Kapte" (English, captain); quality product brand named "Dolica", with a view to To achieve the "shipping experts, the operation of the world" effect; price-type product brand named "Furika", will become the main force of the user's wealth. At the same time, the corresponding three marketing divisions were set up to operate on the sub-network. Zhu Fushou said, “Repositioning the Dongfeng light truck brand will help create the core value of the brand and fully reflect the brand's unique personality and differentiated advantages. Second, it will help form a strong brand attraction and establish a long-term, stable relationship with customers. Third, the product line is more clear, which is conducive to promoting the marketing strategy of the sub-series."
In the development strategy of new energy vehicles, the mid-term business plan of Dongfeng shares new energy vehicles will be divided into two stages of development: the first stage from 2010 to 2012, the annual production and sales volume will be increased from 1,000 to 8,500; the second phase from 2012 to 2014. The annual sales volume will exceed 20,000 vehicles, among which the total number of pure electric light trucks and vans will reach 650, the total number of new energy buses will reach 1,450, and the total number of electric vehicles, service vehicles, MPVs, and mini vehicles will reach 17,000. Vehicle.
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