In the muddy field, Dongfeng walked with difficulty carrying his "son". Dongfeng doesn't know when he can emerge from the mud without being stained. 165438+1October18th, Dongfeng motor group co., ltd (hereinafter referred to as "Dongfeng group") disclosed the updated A-share prospectus and the updated A-share prospectus related financial information in advance. Financial information includes the financial information and operation of Dongfeng Group in the first three quarters, as well as the performance forecast in 2020.
According to financial information, the net profit attributable to shareholders of the parent company of Dongfeng Group decreased by nearly 90% in 1 quarter, so even if its net profit turned positive in the second and third quarters, its overall net profit in the first three quarters decreased by more than 30%. At the beginning of this year, Dongfeng Group was at the center of the epidemic. Compared with other domestic automobile groups, Dongfeng was the most seriously affected by the epidemic.
When talking about the reasons for the decline, Dongfeng himself mentioned that the overall decline was mainly affected by the passenger car business based on the joint venture model, and was affected by the sluggish passenger car market and the weak terminal demand under the impact of the epidemic. 1 quarter was the most seriously affected by the epidemic, mainly reflected in the short-term stagnation of market sales, employees' failure to return to their posts on time, delays in the start of enterprises, spare parts supply, and poor vehicle transportation.
For the annual performance, Dongfeng Group predicts that the growth rate of total operating income will be 0.26-5.49% this year, and the decline rate of net profit will be 65,438+04%-265,438+0%. Although Dongfeng Group has achieved growth in the last three quarters, its net profit is still declining this year. Counting this year's forecast results, Dongfeng Group has experienced negative net profit growth for four consecutive years. Ren Wanfu, an auto industry analyst, believes that the decline in net profit of Dongfeng Group in recent years is mainly affected by the overall decline in the market and weak demand.
According to public information, in 2006 54 38+0-20 17, China's automobile market entered a stage of steady growth from high-speed growth, and reached its peak in 2065 438+07. From 20 18, the production and sales of China automobile market began to decline, that is, the domestic automobile market entered the cold winter period, and the downward trend intensified under the influence of this year's epidemic. Similarly, Dongfeng Group is inevitably affected by it. In addition, weak demand is also one of the reasons. Some analysts pointed out that the weak consumer demand is mainly affected by the saturation of family car ownership.
The future of the rising road is unpredictable.
For this problem, Zhang Xiang, an analyst in the automotive industry, said that it was mainly caused by aging products and backward intelligent networking. Dong Xiuhui, general manager of FAW-Volkswagen Sales Company, once said that consumption upgrading is a generally recognized development trend in the automobile industry. Especially since this year, the trend of consumption upgrading has further intensified. Under the influence of this trend, the high-end market has been in a high growth trend in recent years.
Looking back at Dongfeng Group, Zhang Xiang said: "Dongfeng passenger car products are generally low-end, such as Fukang; Most head car companies have representative products in the middle and high end. For example, Geely has Lexus, FAW has red flag, Great Wall has WEY, and Dongfeng doesn't. Mainly rely on the mid-western market to launch low-end products. "
Regarding how to transform and develop, the above analysts all said that they should rely on Dongfeng to develop independently. "Domestic automobile groups rely more on the performance of joint venture brands, and their own brands are weak. For Dongfeng Group, if we want to get rid of this dependence, we must sort out our own brands and concentrate on developing one. " Ren Wanfu said that as a high-end brand built by Dongfeng, the market performance of Lan Tu Automobile is worth looking forward to. However, due to the poor development of Dongfeng Zi brand and its late entry, Lan Tu automobile products will face greater pressure in the initial stage of listing.
Although the main brands of Dongfeng have been emphasizing and implementing the strategy of brand rejuvenation, they are all developing to the middle and high end; However, from the market performance, they failed to receive good results. As early as 20 18, Zhu yanfeng proposed that Dongfeng company should realize "three leading and one leading" in the next five years. Among them, the scale benefit of passenger cars has reached the leading level.
In this context, Zhu Yanfeng put forward Dongfeng's independent "4+2" strategy. That is, it is a "great autonomy" brand composed of Dongfeng demeanor, Fengshen, fashion, scenery and Yulong and Qichen. Now, Yulong has filed for bankruptcy, and after poor sales, Qichen returned to Nissan. The sales volume of "four winds" has been "lost" every year: in the first month of this year 10, no brand achieved the sales target of more than 50%.
Zhang Xiang believes that although the revitalization is mainly based on maps, whether it can be successful in the end is still relatively hanging. From the release of Lan Tu's independent brand strategy to the first body-in-white assembly line, Dongfeng Group really created "Dongfeng Speed" within 100 days. 165438+1October 17, Lan Tu announced that the first production car will be launched in June 65438+February. However, fast speed does not mean good results. Some analysts pointed out that Lan Tu's first model will face many challenges, such as differentiated markets and products.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.