From Ford China to Changan Ford, 20 19 is an adjustment year, and they are confident to return to the track this year. Cao Zhenyu, executive vice president of Changan Ford's national sales and service organization, told the media at Guangzhou Auto Show 20 19 that "brand power is a long-term force to drive a brand upward, which is not necessarily related to short-term market share" and he is confident that he will definitely return to the track in 2020.
Then think about Song Yang's words "We have passed the darkest hour of this year". Ford China and Changan Ford should firmly believe that sales will pick up in 2020 through the multi-product intensive launch plan.
But the reality is cruel. Changan Automobile recently released the production and sales data of 20 19. Changan Ford only sold184,000 vehicles, with a year-on-year decline of over 50%, which was shocking. Changan Ford's sales hit a three-year low this year. Some insiders told Caijing. Com that "Changan Ford sales will not go up for a while".
With a drop of more than 50%, the sales target is difficult to achieve.
When it comes to Changan Ford in the past two years, everyone's first reaction is "down, down, down". Some head independent brands have even excluded Changan Ford from the ranks of competitors. Song Yang, president of NDSD of Changan Ford, told the media that the sales volume at the beginning of this year did not reach the set target.
The current situation of Changan Ford makes its market position questioned. A staff member in charge of brand public relations told Caijing. Com understands that Volkswagen and Japanese are basically the top three joint venture brands. American brands exist, and SAIC-GM Buick brand is damaged by the three-cylinder problem, and its stamina is insufficient. Changan Ford is no longer a strong competitor in the eyes of competitors.
From the perspective of sales volume alone, the performance of Changan Ford since 20 16 is really unsatisfactory. Changan Ford once launched an offensive with concentrated products, and its sales volume rose rapidly, reaching the peak of 958,000 vehicles, just one step away from becoming a "million club of the year".
However, due to the late product planning of Changan Ford, no new models have been launched for more than 20 months, resulting in a sharp decline in sales. From 20 17 to 20 18, the sales volume decreased to 812,000 and 378,000 respectively. The cliff-like decline in sales caught people off guard.
Changan Ford 20 19 sales declined further. According to public data, Changan Ford sold 1.79 million vehicles in February, which was basically the same as last year. In 20 19, the cumulative sales volume was only184,000 vehicles, down over 50% year-on-year.
The decline in sales of Changan Ford is also related to the market environment. China Automobile Association released the sales volume of China automobile market in June 5438+0 1. According to the data of China Automobile Association, the sales volume of 5438+0 1 passenger cars in June was 2.057 million, up 6.7% from the previous month and down 5.4% year-on-year. Fu, honorary chairman of China Automotive Engineering Society, told the media that the auto market has not yet bottomed out, and I hope that car companies can get ready as soon as possible.
Although the decline of Changan Ford narrowed in the same period, the warming trend of the chain was interrupted. The February sales of Changan Ford 20 10- 19 were 18400, 18800 and 17900 respectively. The sales volume of Changan Ford at the end of 20 19 was basically the same as that of 20 18, with a slight increase of 12.
Changan Ford's current sales growth is related to terminal concessions. Finance and economics. Com visited Changan Ford 4S store and learned that the discount for the old models in the store is 6.5438+0-40,000, and the closer to the Spring Festival, the greater the discount. Previously, due to the "Tiger Fighting Campaign" launched by the manufacturer, Mondeo and Maverick could be bought at a low price of 65,438+046,800, which made the old Mondeo and Maverick sold out. At the same time, there are old models such as Qingruijie in the store, and the preferential price is around 28-40 thousand. However, there are no discounts for the newly listed models in the store, such as Sharp, Mondeo and Sharp.
Changan Ford told Caijing.com that at present, the transaction price of Changan Ford's product terminals is relatively stable, and the average decline is lower than that of most mainstream joint venture brands.
Changan Ford's sales decline led to further expansion of performance losses, and it was named as "profit poison milk".
Previously, Changan Automobile revealed in the 20 19 semi-annual report that the joint venture company was the main reason for its losses. Only Changan Mazda, the holding company, has achieved profit, and the rest are operating at a loss. Among them, Changan Ford lost 777 million yuan, Jiangling Holdings lost 473 million yuan and Changan Suzuki lost 246 million yuan.
Jia, a senior auto analyst, believes that Changan Automobile's poor performance, "mainly because Changan Ford1-dropped too much in September, nearly 60%".
Changan Ford is about to enter the stage of multi-product launch, and new product research and development, launch and follow-up marketing all need a lot of capital investment. This means that it is difficult for Changan Ford to turn losses into profits in a short time.
It is "conditional" to operate all products.
Ford China triple play plan was mentioned at the end of 20 17 and will be implemented on 20 18. After more than a year's promotion, the plan of triple play has achieved certain results, but it is "conditional" for 4S stores to operate all products, and the coincidence of dealers' operating areas is selected according to the principle of "selecting the best".
Last year, due to the internal instability of Ford, Ford China and Changan Ford, and the interests of Ford's import, Changan Ford and Jiangling Ford involved in other three-network sales, the three-network sales plan progressed slowly.
As Ren Wanfu, a senior auto analyst, said, joint online sales have advantages and disadvantages. The advantage is that it can save resources, and the disadvantage is that it is easy to compete for resources, which is not good for the disadvantaged. This means that the integration of Ford's triple play plan is under great pressure and involves a wide range of interests.
Ford has integrated three sales networks in China to improve channel efficiency, so that consumers can buy all Ford products in any 4S store in Ford. For Ford, the merger of the three networks is conducive to integrating resources, unifying brand image and reducing sales management costs in China; For Changan Ford, the combined sales of three networks can increase product exposure, facilitate consumers to buy cars, further improve the dealer network and enhance its sales scale.
For the smooth development and promotion of the triple play plan, Ford and Changan Ford established Changan Ford National Sales and Service Organization (NDSD) in July 20 18, which is responsible for the sales and service of all Ford brand passenger cars. Obviously, Changan Ford has become the biggest beneficiary of triple play. However, in June 5438+February of the same year, Li Hongpeng, president of NDSD of Changan Ford, resigned, and some media believed that this aggravated the speculation that the pressure of channel integration was too great.
NDSD President Song Yang
2065438+In April 2009, Song Yang joined Ford China as the president of Changan Ford NDSD. The arrival of Song Yang strongly promoted the plan of triple play. According to the information disclosed by Changan Ford, channel merger has an obvious effect on boosting sales. Changan Ford's inventory level has dropped sharply, and its sales volume has obviously rebounded from the previous month, with the growth rate exceeding 30% in several months.
In order to understand the progress of triple play, Caijing.com visited Changan Ford 4S store. After entering the store, I found three brands of products in the exhibition hall: Ford imported, Changan Ford and Jiangling Ford. It can be seen that Ford China has made little progress in promoting triple play.
But after talking to the sales consultant in the store, I found that their main model is Changan Ford's product. Changan Ford models are prominently displayed in the exhibition hall, with few imported and Jiangling Ford products. Asked about Jiangling Ford's products, the sales consultant was indifferent, saying that the car was suitable for off-road and had high fuel consumption.
In addition, finance. Com understands that not all Ford 4S stores are qualified to operate all products of the three brands. The staff of the store said that they are one of the few stores that can handle all products. This seems to be a far cry from Ford China's desire to buy all Ford products in any store.
In order to confirm the statement of the staff of the above-mentioned 4S store, Caijing.com interviewed the head of communication and public relations of Ford China. She said that the end of the year is approaching, the company has many projects in progress, and there is no time for interviews in the near future.
Caijing.com also interviewed Changan Ford and asked about the selection criteria for operating all brands of 4S stores. Changan Ford responded that at present, Changan Ford authorized dealers and Ford Jiangling authorized dealers have the opportunity to become NDSD authorized dealers. "For dealers with overlapping sales areas, we will adopt' preferred? The principle of choice. "
Judging from the current progress, Changan Ford's dealers should be the main force in the implementation of the triple play plan. However, Changan Ford 4S Store sells all Ford products, and the sales volume increases, while the operating costs increase accordingly. If it is not profitable for a long time, it may bring hidden dangers to Ford China's triple play plan.
Multi-product centralized delivery is only the first step.
In 2020, Changan Ford once again launched the "multi-product launch" strategy to comprehensively counterattack the market. However, experts said that the centralized launch of multiple products is only the first step and may not be able to save the decline.
2065438+In April 2009, Ford Motor Company released "Ford China 2.0" strategy and "Ford China Product 330 Plan".
Among them, Ford China 2.0 strategy aims to accelerate the company's business transformation and focus on the China market. The strategy focuses on five major plans, namely, accelerating product research and development, developing intelligent technology, deepening strategic partnership, persisting in innovation and cultivating local talents, and speeding up the implementation of this plan by building four centers, namely, China Innovation Center, China Design Center, China Product Center and China New Energy Automobile Center.
Chen Anning, President of Ford China
With the implementation of Ford China 2.0 Plan, the slogan "More Ford, More China" has been repeatedly mentioned on various occasions. In terms of personnel, Ford China set up a face China management team headed by Chen Anning, with Song Yang, Mao Jingbo, Huo Jing and other right-hand men; In terms of product design, modeling and interior materials will combine the differentiated needs of China consumers; In terms of intelligent configuration, we have deepened cooperation with local enterprises in China, including Baidu and Iflytek. In marketing, brand communication and exposure have been strengthened.
Ford China Product 330 Plan is an important link to realize the 2.0 strategy and the first step for Changan Ford to return to the track. Chen Anning said that according to Changan Ford's plan, Changan Ford will launch at least 18 new models from 20 19 to 20021end of the year, including 5 new energy products.
In August, Changan Ford launched three new cars: Focus Active, Taurus and Sharp st (including Sharp ST-Line), which was considered by the outside world to be the first landing of 2.0 strategy and 330 plan. Huo Jing, vice president of communication and public affairs of Ford Greater China, once said that Changan Ford launched three new models continuously in 20 19, which promoted the gradual recovery of Ford's overall sales in China.
In an interview with national business daily, Song Yang said, "We have passed the darkest hour of this year". The confidence of Song Yang and Huo Jing comes from Ford's sales recovery in China for several months.
Song Yang also told many media that the living conditions of Changan Ford dealers have improved. Changan Ford said that in the second half of 20 19, Changan Ford's profit dealers accounted for nearly 50%, and the profit level was at the middle level of the joint venture. And through the sales strategy of "fixing production by sales", the inventory pressure of dealers is effectively alleviated, and the inventory level of dealers is maintained at 35-45 days in the second half of the year.
Song Yang said, "Next year, three SUV models will determine our market performance: one is the 2020 Edge released at this year's Double Eleven Tmall party, the other is the Edge released at this year's Guangzhou Auto Show, and the third is the Explorer released at next year's Beijing Auto Show. All three cars are medium and large SUVs, all of which are Ford's strengths. "
Among them, Reggie was listed on 20 19 12. Sharp's listing accelerates the pace of counterattack. Sharp, as the replacement model of Maverick, is sold together with Fox.
Can Changan Ford's multi-product launch plan really save the decline in sales?
Zhong Shi, a senior auto analyst, told Caijing. Improving the concentration of products is only the first step. The success of a product after its launch depends on factors such as product mix, product competitiveness and subsequent marketing promotion. He said, "As for the competitiveness of a specific model in its market segment, whether the sales volume can form a scale effect still needs to wait for the product to go on the market to judge."
It can be seen that Changan Ford really needs to gather the right people at the right time if it wants to make a good turnaround.
Conclusion: At present, the automobile market has entered a transitional period, and a century-old automobile enterprise like Ford is facing the dilemma of transformation. China automobile market is the largest single market in the world and the center of this revolution. Ford has entered the China market for nearly 20 years, but the development of Changan Ford, a joint venture company, has encountered a bottleneck, which urgently needs to be reborn through reform.
This year is the year of Changan Ford's comprehensive counterattack, and intensive product launch is only the first step. Whether the phoenix can be nirvana is a matter of opinion.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.
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