On June 1 day, DPCA announced personnel changes. Luo Ming was appointed as the general manager of Dongfeng Peugeot brand department, and Grinder, a former Frenchman, returned to Stellantis Group, the parent company of Peugeot Citroen, after his term expired. With the appointment of Luo Ming, the head of the brand management team of Shenlong Automobile has been completely transformed into the all-China level.
It is a cliche that legal cars are not acclimatized in China. Regarding the management team of this all-China class, Teacher Jia commented: This adjustment can be understood as the loss of French confidence, which depends on the final position of China people. However, the "failure" of the Committee a few years ago showed that the employees of Shenlong did not have the courage to cross the rubicon and the determination to make sacrifices. They hope that when the position is getting narrower and narrower and ammunition and food are running out, what is the possibility of successful counterattack?
Looking forward to 20 15, the annual sales volume of DPCA will reach 700,000 vehicles; But just five years later, in 2020, the number dropped to 50,000, and DPCA was already struggling.
What kind of subsequent influence did the defeat of former leader An Tiecheng have on Shenlong? Is the decline in sales only due to the acclimatization of French cars? Is there any hope for the dragon to turn over?
The answer is: it is not only the arrogance of the French who hurt the dragon, but also the gradual decline of French cars in the world, the reopening of the track in the new energy field, and the brand struggle in the post-joint venture era. ......
Disadvantages: Enterprise management problems
As mentioned above, in May and June, Dongfeng Peugeot and Dongfeng Citroen owned by Shenlong were exposed to the problem of executive corruption, and the exposed part was closely related to the marketing department.
At the beginning of June, 20021,the Commission for Discipline Inspection of Dongfeng Motor Group Co., Ltd., the Office of the Ombudsman of the National Supervisory Commission (NSC) Dongfeng Motor Group Co., Ltd. and the Xianning Municipal Supervision Committee announced that Dong Anyin, the former deputy director of the marketing department of Dongfeng Peugeot Brand Department of Dongfeng Motor Group Co., Ltd., a joint venture of Dongfeng Motor Group Co., Ltd., was suspected of serious duty violation and was under the jurisdiction of Hubei Provincial Supervision Committee. At present, he is being supervised and investigated by Chongyang County Supervision Committee of Xianning City and has been detained.
On April 9, Zhang Yuguang, the former director of the marketing department of Dongfeng Citroen Brand Department, was investigated for being suspected of serious job violation; Then, on May 20th, Yang Ning, former deputy marketing director of Dongfeng Citroen Brand Department, was investigated for serious illegal duties.
Among them, 20 10- 10, Zhang Yuguang served as the brand marketing director of Peugeot Citroen Group in Asia Pacific, and was appointed as the marketing director of Dongfeng Citroen. From 2065438 to September 2003, he served as the director of public affairs and corporate communication in the Asian operation department of Peugeot Citroen Group; 20 15 1 started working for other brands.
Yang Ning was the deputy general manager of Chery Marketing Company at the time of investigation, and served as the deputy marketing director of Dongfeng Citroen on 20 16.
Dong Anyin, who was recently investigated, became the deputy marketing director of Dongfeng Peugeot in July 20 14, and took over as the marketing director of Dongfeng Dayue Kia in July 20 16. Before becoming the deputy marketing director of Dongfeng Peugeot, Dong Anyin served as the manager of public relations planning room of personnel public relations department of Shenlong Automobile Co., Ltd. and the director of public relations department of Shenlong Automobile.
High-level corruption is a major drawback of enterprises. If middle and senior leaders choose partners not by brand but by selfish desires, there will be many problems, such as too many suppliers and partners are not the best choice.
These corruption cases concentrated in the marketing department also reflected how fat the "oil and water" in the marketing mouth of Shenlong Automobile at that time was. The period of corruption of several people can be said to be the most "beautiful" time of Shenlong Automobile.
After the peak of 20 15, the sales of DPCA declined year by year. In 20 16, DPCA sales fell below 600,000; In 20 17 years, it dropped to 377,000; 20 18 years, 253,000; There are only 50 thousand left in 2020.
People often discuss the management of DPCA and the conflict between Chinese and French managers.
If foreign-funded enterprises want to truly take root in China, they must first localize raw materials, products and talents. However, Shenlong automobile has been delayed in implementation. ......
Only China people can better understand China people's hobbies and appetites, but DPCA always adopts the way of China talents and French executives. The decisions of both parties must be announced and unified by both parties and finally released. Local talents can't give full play to their advantages in understanding China, and French executives are always anxious and confused about why products are not popular in the market.
Layoff and adjustment in an-cheng era
In 20 15, Dongfeng Peugeot-citro? n Automobile set up its fourth factory in Chengdu, and is ready to continue to increase its production capacity and expand its enterprise scale. After completion, the total production capacity of DPCA's four factories will exceed 800,000 vehicles. For Shenlong, which sold more than 700,000 vehicles a year at that time, the production capacity of 800,000 vehicles was a beautiful vision, which seemed within reach.
However, when the factory was completed, it was already 2065438+August 2008, and DPCA had been given a cold shoulder in the market. In that year, the sales volume was only 253,000.
An Tiecheng took office as the chairman of Shenlong in mid-20 16, facing a decline in sales, and the latest factory was idle after its completion.
In order to control costs, Shenlong Automobile began to lay off employees continuously. At the beginning of 20 18, Shenlong also issued an announcement requesting Dongfeng Peugeot and Dongfeng Citroen brand departments to evacuate from Beijing and Shanghai and return to Wuhan for centralized office.
This has dealt a great blow to the morale of Shenlong, and it is already a panic for employees to withdraw from the first line to the second line. For Shenlong as a whole, it has to face the question of whether it can "stand up" again after the brand power declines.
Weilai once spent 80 million yuan to build the "strongest press conference on the surface", with the aim of launching its own high-end brand image in one breath. The last activity in Beijing was very successful, so many consumers left a high-end first impression on Weilai.
This is a degree that is difficult to get in second-tier cities. After all, first-tier cities have the most advanced facilities and the most comprehensive marketing resources, and where the main marketing positions of a brand are also affecting people's understanding of brand image.
However, in the face of constant losses, An Tiecheng could not continue to take extreme measures. Finally, Antioch City hit the break-even line of Shenlong to 6.5438+0.8 million vehicles, but it also left an irreparable crack for the brand.
Every abolition is harmful to employees, and it also sends a signal to the outside world: the dragon is at stake!
Background: The powerlessness of China and France.
In addition to internal worries, the external problems of Shenlong brand have gradually emerged in recent years.
Dongfeng Motor was formerly the "No.2 Automobile Factory" in Shiyan, Hubei. It has four production bases in Shiyan, Xiangyang, Wuhan and Guangzhou, and its main business includes a full range of commercial vehicles, passenger cars, engines and auto parts. On the whole, it is powerful.
However, in the total sales share, the joint venture sector is the sales pillar of Dongfeng Motor. In just 20 17 years, Dongfeng Motor sold 4120,000 vehicles, ranking second in the industry. Nissan's single joint venture brand sales reached 65,438+065,438+022,000 vehicles (including imported cars); In that year, the sales volume of Dongfeng's own brand cars was 962,000, a year-on-year increase of 6.2%, but it did not account for a large proportion in the total sales volume.
Generally speaking, Dongfeng Motor's independent sector is not the first in China, and its high-end technology and more convincing brand power are mainly concentrated in joint venture brands, so its technical support for Dongfeng Motor is even more limited.
Not only China Dongfeng Motor has difficulties, but also French joint ventures have many difficulties. Now China auto market has entered a big reshuffle, and Matthew effect appears. But if we enlarge our vision to the "global village", Matthew effect also exists in the competition of automobile enterprises in various countries.
The legal system does not have the outstanding performance of Japanese and German schools, and China does not have a huge population base to support the automobile market. In 2020, the total output of French automobiles will be 6.5438+0.3 million, down 40% year-on-year. In 2004, the total output of French cars was nearly 3.7 million. Today, the total output of French cars is about one-third of its peak.
Europe is a fertile ground for the birth of many advanced industries. Today, the production of private cars in France can only account for 8% of the total production in Europe, lagging behind Germany (30%), Spain (16%) and the Czech Republic (9%).
Although this phenomenon is related to the relocation of French automobile factories, it is an indisputable fact that the status of French cars in the world automobile brands is declining. Coupled with the epidemic situation and chip shortage in 2020, the global sales of PSA Group, a well-known French automobile manufacturer, was 2.5 million, which was 28.57% lower than the 3.5 million in 20 19.
Under the superposition of various reasons, DPCA is more isolated.
Future: Can New Energy Be a Turning Point?
As we all know, "new energy vehicles are an excellent opportunity to overtake in China corners, and also an opportunity for weak car companies to turn over".
Some people say that 2020 is the first year of new energy vehicles; Some people say that 202 1 is the first year when new energy vehicles really broke out. As far as the current situation is concerned, new energy vehicles will account for 8% of the total automobile sales in China in 2020. 202 1 The market share of new energy vehicles has steadily increased. In March, the market share of new energy vehicles climbed over 10%, about 10.6%.
Under the guidance of multiple factors such as policy and environmental protection, new energy vehicles are the general trend, and fuel vehicles will gradually withdraw from the stage of the times.
In May of 20 19, Shenlong Automobile obtained the qualification of national new energy vehicle manufacturer and PHEV model, and began to develop and launch new energy products. In the same year165438+1October 22nd, Dongfeng Peugeot's new generation e2008 made its world debut at Guangzhou Auto Show. In 2020, two brands of DPCA have entered the field of new energy and started to build plug-in and pure electric product lines.
Today, Weilai, which has a stable position in the new car-making forces, was established on 20 14, which is also the time when many new energy automobile companies were established. After several years of brutal competition, Weilai, Tucki, Ideality, Nezha and other brands stand out and gradually gain a foothold in the China automobile market.
In 20 19, DPCA entered the market, which was a hot moment for major established traditional car companies to transform into new energy sources. Foreign Volkswagen, General Motors, domestic Geely and Guangzhou Automobile are developing new energy product lines rapidly. In addition, there are independent car companies such as BYD and BAIC, which have already made efforts in the field of new energy. China new energy automobile market is a pack of wolves.
Today's new energy road has to be long and has to be led by the nose. After all, even Mazda, which used to focus on rotary engines, had to start building new energy sources, while automobile companies that only relied on fuel could not keep up with the times.
However, although China's new energy market is still growing rapidly, it can't become the blue ocean that weak brands yearn for under the premise that many giants have died out one after another.
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Nowadays, the automobile market in China has gradually entered the post-joint venture era, and the competitiveness of independent brands is constantly improving. In addition, although there are still fans of French cars in recent years, there is a lack of broken cars that everyone knows and discusses.
In May 2020, after Zhang Zutong became the chairman of DPCA, he pointed out the key issues in the development of DPCA:
First, the people sent by Dongfeng to DPCA did not fully understand PSA；; Secondly, the personnel sent by PSA to DPCA do not fully understand the China market. This directly leads to the inconsistency of daily management and the inefficiency of internal decision-making of the joint venture company.
It seems that the crux of the problem has been found, but no matter the product strength, marketing or after-sales service, it is impossible to break through quickly. It took a long time to purify Ceekay in the past, and it was not a day's work to gradually abolish the models with poor sales.
However, on the bright side, DPCA finally ended its 30-month negative growth in 2020, and new crossover cars Citroen Versailles and Peugeot launched new models. ......
We can see the change and determination of DPCA. Although the road ahead is difficult, there is hope as long as you dare to change.
Million car purchase subsidy