Recently, Shenlong Automobile announced the "Yuan+"plan, and adjusted and refreshed the "Yuan" revival medium-term plan from four aspects: product, marketing, service and operation.
The main goal of the plan is to focus on the present, accelerate the solution of important problems that plague the development of Shenlong, and provide a long-term and clear future direction plan for the company.
Bin Chen, General Manager and Party Secretary of Shenlong Automobile Co., Ltd., has set the tone for this meeting: cross the rubicon and make a last-ditch effort.
Bai Yiyang, from CMB International Research Institute, said that Shenlong Automobile was caught in a vicious circle before, and its performance continued to decline due to low sales volume, which led to dealers quitting the network, insufficient motivation of employees, the launch of models could not keep up with market demand, and the sales volume was further halved. Since the launch of the 20 19 yuan Plan, we have not seen any substantial improvement in Shenlong Automobile. The core reason is that the localization of Shenlong automobile is not in place, and the products are not close to the core needs of French consumers, which also reflects the differences between Chinese and French shareholders on the development of Shenlong automobile to some extent. At the Yuan+Plan conference, Shenlong mainly mentioned localization, marketing, Sino-French shareholder cooperation and other issues, and it was very encouraging to face the pain points directly.
The status quo of Shenlong automobile is worrying.
Since 20 16, DPCA has entered a stage of sharp decline in sales. In the past four years, the annual sales volume has dropped from 700,000 to 1 13600 last year.
In 20 19, Shenlong automobile released the "meta-plan". It is planned to gradually realize the goal of positive cash flow and profit and annual sales of 400,000 vehicles in six years and in three stages. However, the above-mentioned revival plan has not progressed smoothly. Under the influence of domestic epidemic and European epidemic, the sales volume of Shenlong Automobile in the first eight months of this year was only 32,038, down 65.5% year-on-year. In the first half of this year, Shenlong Automobile lost 654.38+0.3 billion yuan.
According to the data of the Federation, Dongfeng Peugeot sold 65,438+03,203 vehicles in the first seven months of this year, down 67.8% year-on-year. The parent company Shenlong Automobile sold 26,342 vehicles in the first seven months of this year, down 65.4% year-on-year.
According to this month's average monthly sales, the sales volume of Shenlong Automobile will not exceed 50,000 this year, returning to the sales level of 20 years ago.
Ren Wanfu, a senior auto industry analyst, said that the reasons for Shenlong Automobile's "falling behind" are more complicated. The main reasons are: First, the investment of PSA in China is insufficient; Second, the internal friction of enterprises is serious, which leads to frequent problems in R&D and marketing. These problems eventually lead to insufficient product strength and poor sales. The "meta-plan" has been implemented for one year, but it can't help Shenlong automobile get rid of the poor sales situation. With frequent personnel changes, the "meta-plan" can be said to be a failure. The prospect of launching the "Yuan+"plan on the basis of failure is self-evident. For Shenlong automobile, it is difficult to get rid of the long-standing disadvantages only by replacing people. Enterprises should intensify internal reform and make good products. It will be in vain if all kinds of revival plans have just been launched but cannot be implemented.
PSA sticks to the China market.
On September 29th, Chinese shareholder Dongfeng Motor said that PSA Group had confirmed that it would provide 50 million euros (about 400 million yuan) to Dongfeng Motor in the fourth quarter of this year, but the specific amount was not disclosed.
In addition, from 2020 to 2037, PSA Group will provide hundreds of millions of RMB to DPCA every year for brand image building and channel development of Dongfeng Peugeot and Dongfeng Citroen.
The two major shareholders have also decided to increase the capital of Shenlong Company in the first quarter of 20021to ensure the future development of Shenlong Company.
An industry insider said that this shows the firm determination and will of PSA Group and Dongfeng Company for the long-term development of Shenlong Automobile, and it is also a solid response to the previous decision of shareholders of both parties to extend the joint venture period of Shenlong Automobile 10 to 2037. China is the largest automobile market in the world, and no manufacturer will give up the China market.
Shenlong recovery needs to accelerate localization
In this "Yuan+"plan, at the product level, Shenlong Automobile expressed its decision to increase the configuration without increasing the price, and use the configuration that customers pay attention to and use frequently for the main sales-level models; At the same time, in the next five years, the new model 14 will be completed and put into production, and its configuration, experience and performance will be upgraded. Continue to promote the e-move strategy, and on the existing basis, comprehensively launch the research and development of MHEV light mixed country VII.
Zhang Zhiliang, an observer in the automobile industry, said that in fact, the most critical problem of Shenlong Automobile is that it is not grounded. Peugeot Citroen has always focused on Europe, so it is definitely impossible to directly copy any model that sells well in Europe to the China market. For example, Peugeot 508 sells well in Europe, but people who buy it in Europe are all over 60 years old. The market in China is different. The consumers are post-90s and post-00s. Their aesthetics and needs are completely different from those in Europe. It is conceivable that the market situation can be directly copied.
It is very important for local leaders to do a good job in China market. Companies like Ford China and Dongfeng Da Yue are already pushing for localized leadership. Such changes have indeed brought new vitality to their enterprises.
/kloc-On the evening of September, 0/7, Shenlong Automobile announced that Bin Chen would replace Massimo? ROSERBA), as the general manager of Shenlong Automobile Co., Ltd.
This is the second personnel adjustment of Shenlong Automobile in September. Previously, on September 2, Bin Chen, the former general manager of Dongfeng Motor Co., Ltd., succeeded Li Jun as the executive deputy general manager of Shenlong Automobile.
According to Bin Chen, general manager of Shenlong Automobile Co., Ltd., the specific content of the "Yuan+"plan is to increase product investment at first. In the next five years, 14 new models will be launched, and all the existing engines will meet the national six B emission standards, and the research and development of MHEV light mixing and national seven will be launched in an all-round way to launch new powertrain products that are more economical and fuel-efficient; Secondly, redefine the positioning of Dongfeng Peugeot and Dongfeng Citroen in China market, and enhance users' purchasing confidence through service upgrade, including the promises of "7-day return", "new car 1 year warranty" and "new car 5-year warranty". In addition, the "Yuan+"plan also proposes to improve the internal and external operating efficiency of the company in order to quickly respond to customer needs.
Zhang Zhiliang said that the change of Shenlong automobile was changed to the point, but it was too late to wake up. Whether it can be successful depends on the specific degree of implementation and market acceptance.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.