Comprehensive "Forced Palace" Multinational vehicle enterprises in China "bridge pumping board"

Multinational car companies are using a new eye to examine the Chinese market that can bring huge profits. Increase investment? it is necessary! Increase in shareholding ratio? it's necessary! Regain power? Definitely! Recently, from the public to Mercedes-Benz and then to GM, multinational car companies set off a round of "power-receiving" campaigns. It can be foreseen that the multinational car companies will fully "force their house" and set up a cooperation with China. Xiang Zhuang dance sword, intended to be Pei Gong, there is no doubt that it is to maximize the benefits in the Chinese market.

Case: Volkswagen easily increases its shareholding
The ratio of FAW-Volkswagen will increase from 40% to 49%, which is the biggest gain for the public this year. Although the 9% of this increase is on the public or on Audi, there is no final conclusion, but the increase is There is no doubt that. Although FAW-Volkswagen is not the highest-selling company in the country, it has always been a "profit dairy cow," and in 2010, it exceeded 22 billion yuan. The 9% share change cannot change the controlling relationship between the two parties, but the public can get an additional income of nearly 2 billion yuan each year. As the exchange rate of the renminbi continues to rise and the euro weakens today, the 2 billion yuan can be done far more than ever before.

In this stock-to-equity swap, FAW was almost "survived without resistance," and took the initiative to deliver 9% of its shares to the public. “Volkswagen is the best car company to introduce the most advanced technologies and models into China, but it is also a brand that does not compromise on the right to speak.” An analyst who has long been engaged in research on the automotive market told reporters: “The public is in China. On the other hand, the existence of Shanghai Volkswagen is the biggest weight in the game between the public and FAW. The reason why FAW gave up was because it wanted to acquire more models and technologies."

Mercedes-Benz is to say power

螳螂 蝉 蝉 蝉 黄, yellow tits in the post. Mercedes-Benz is not an embarrassment, not to mention being embarrassed. His goal this time is to do a yellow pluck. He wants to take BAIC and Lixing together and take it. In fact, he did exactly that. Looking back at the farsighted "channel debate", it is hard to imagine that Mercedes-Benz is just a spectator. Some analysts believe that if there is no push to promote behind the scenes, the secret of channel integration will not be exposed to broad daylight, "this pusher can only be Mercedes, because Mercedes-Benz is the ultimate beneficiary."

Unlike Audi, similar to BMW, Mercedes-Benz is the dominant luxury car brand for imported cars. However, for a long time, Mercedes-Benz China did not get the right to talk, Beijing Benz everywhere tit for tat. Right of speech, absolute power of words, this is Mercedes-Benz most urgently needed things, "Beijing Benz is difficult to resist, this Mercedes-Benz is in the must." A Mercedes-Benz insider said in an interview with reporters.

GM wants to recover 1% stake

SAIC and GM are hailed as models for Sino-foreign cooperation, but recently, both sides are equally disheartened. The matter is not big or small, saying that small is not small, that is, 1% of the stock. Originally GM and SAIC were 50:50 equal shares, but in 2009, GM used to cash in on the financial crisis, and also added shares in SAIC-GM-Wuling, sold 1% of its shares to SAIC, and the parties became 49:51. SAIC has a controlling interest. According to the agreement between the two parties, with the help of SAIC, GM hopes to increase its stake in SAIC-GM-Wuling and achieve "two legs" in China.

However, the situation has changed dramatically this year, and GM has publicly stated that it will use the priority buyback rights to buy back 1% of SAIC's shares. Do not underestimate this 1% stake, which not only means the actual control of Shanghai GM, but also means that Shanghai GM is responsible for the sales of millions of cars each year, especially the latter, which is crucial for SAIC and GM. important. This year, GM successfully surpassed Toyota and returned to the world's largest market. The Chinese market is the key to its reversal.

Strategy: Foreign capital kicks off agents

If the joint-venture vehicle company seeks to increase the ratio of shares, the brands of imported cars have all kicked off the agents and set up an independent sales company as the general agent or general distributor in the Chinese market, capturing most of the profit from imported vehicles. In addition to BMWs and Mercedes-Benz, Volvo, Rolls-Royce, Lamborghini, Ferrari, etc., and even the niche brands Land Rover, Renault and Aston Martin are no exception. They have established wholly-owned companies in China. Subsidiaries have mastered sales rights in China.

The industry believes that although this move is not authentic, it is in line with business logic. China’s auto market has not been closed for a decade ago. Although it is still affected by policies, market competition mechanisms have been established, as long as they find a good starting point and import suitable models. It is not difficult to establish a foothold in China and there is no need to find an agent to open up the market.

Wrestling: Both parties further increase investment

Responsive to the increase in shareholding and income, multinational car companies also continue to increase investment and production expansion. At the beginning of the year, Volkswagen announced that its production capacity in China will increase to 3 million units in the medium-term plan. Audi will launch all its models in China. Shanghai GM will expand its Shenyang base. In 2015, it will provide capacity support with 1.5 million units as its sales target. In the medium-term business plan, the company said that its capacity in China will increase to 2.3 million units in 2015; Ford Motor also announced that it will launch 15 new models by 2015.

In an interview with reporters, an executive from Chang'an Ford said that in the long run, China’s car sales will continue to climb, and its limit will be 25 million, or even more. With the introduction of new encouragement policies next year, the auto market will usher in a new round of growth. He also said: "Chang'an Ford missed 2008, but will not miss this year and next year, only now boldly invested, will have three or four years of harvest." "Not only do we think so, GM and the public also share the same view." .

Corresponding to the "forcing a palace" by a multinational car company, it is the difficulty of China's own brand. According to statistics, from January to July this year, China’s automobile sales exceeded 10 million, and the total sales of self-owned brand passenger vehicles totaled 3.533.4 million, a year-on-year decrease of 1.03%. The occupancy rate was 3.06 percentage points lower than that of the same period of last year, which was the most affected. group. Chinese self-owned brands that have grown up in the cracks are “congenitally deficient and acquired disorders” and are consistently evaluated by industry experts. In the past two years, its "low-cost win" development model has also encountered the brand's ceiling.

Since last year, independent brands including Chery, Great Wall, and Geely once again held high the banner of “opening up overseas markets” and gained a lot, but this can hardly conceal the overall defeat of the domestic market. Independent brands are not willing to act as supporting roles, but they cannot be changed. Relevant data show that the local automaker in Japan has the highest market share, reaching 96%. Followed by South Korea, it reached 95%. China, after Germany, France, the United States, Russia, Italy, and India, is only 29%. Although it is expected that the market share of Chinese domestic automakers can be increased to 34% after five years, this figure is still not high.

Contesting equity, saying plainly is to compete for the right to speak in the Chinese market. In the past two years, the prosperous Chinese auto market has brought great gains to multinational car giants. At present, China has become the largest single country market for auto giants such as Volkswagen, General Motors, and Nissan, and has become an important source of profits. After the auto giants recovered their strength from the economic crisis, they started a series of equity wars, using models, technologies, and platforms as bait, allowing joint ventures to make concessions and continue to follow the “market for technology” path.

At this time, we really felt that China’s auto industry was controlled by people; in the past 30 years of joint ventures, multinational auto giants have become the biggest profiters, and on the contrary, domestic auto companies have been suspected of being foundry factories. In contrast, China's own brand has grown in a tight contrast. This year's days can be described as difficult and the market share is losing ground. Recently, BYD's personnel changes and layoffs have been pushed to the top of the cusp. Under such a severe situation, the Chinese government is seeking to break through the road for independent brands. The author thinks that under such a severe situation, will we ask ourselves whether we want to support local brands? Buy a local car?