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Recently, JMC and Ford, Hengtian and Daewoo have reached cooperation and become members of the domestic commercial vehicle joint venture team.
Prior to this, many multinational automobile companies including Volkswagen, General Motors, and Nissan had taken the lead in the distribution of China's commercial vehicle market. German Daimler, Navistar, and Volvo of Sweden also successively reached commercial vehicles with Beiqi Foton, Jianghuai Automobile and Dongfeng Motor. Joint ventures and cooperation projects.
In many joint venture models, which joint venture model is suitable for development in China? Who is the final winner under the wrestling of competition and cooperation between multinational companies and Chinese companies?
Cooperation and joint venture tide
Today, the joint venture in the domestic heavy truck industry has entered its peak period. At present, in addition to the liberation of FAW, a certain number of domestic automobile companies have successively established strategic alliances with foreign parties. According to Yang Zaiyu, deputy secretary-general of the China Passenger Car Market Information Association, China’s heavy truck joint venture roads have undergone the following stages:
The first wave of joint ventures and joint ventures dates back to the 1980s. The state approved CNHTC to introduce the Austrian Steyr series of heavy-duty vehicle manufacturing technologies with advanced international standards, forming a unique pattern of Steyr technology.
The second wave of joint ventures and joint ventures dates back to the end of the 1990s. During this period, European heavy truck brands began to enter the Chinese market. With their high-efficiency, high-quality products and mature logistics solutions in Europe, they are the high-end logistics market in China. Open space.
The third cooperation and joint venture wave has entered the new millennium and so far. Among the major truck companies in China, there are FAW Liberation and General Motors, SAIC Hongyan and Iveco, Dongfeng and Nissan and Volvo, CNHTC and MAN, Shaw Heavy and Cummins. , Fukuda and Daimler Benz, JAC and NC2, Brilliance and General Motors, Jiangling and Ford, and other commercial vehicle joint venture projects, has or will soon sign a joint venture agreement, the product covers small commercial vehicles, medium and heavy trucks, construction vehicles and special vehicles. This formed a new round of climaxes for commercial vehicle joint ventures, especially with foreign heavy trucks ushering in a new wave in China.
In these joint ventures, the protagonist also changed from Europe, Japan and South Korea to the increasingly marginalization of the Japanese system and the rapid development of the two major camps in Europe and the United States. The industries in Europe, the United States, Japan, and South Korea came almost entirely to China and they all attempted to share a share. In the future, the global commercial vehicle integration framework will present the trend of global competition in the Chinese commercial vehicle market and the globalization of the global market.
European strong wins
Of course, the most favored of these alliances is a joint venture project where both Chinese and foreign companies have strength. These powerful foreign companies without exception are commercial vehicle technology leading European and American heavy truck companies.
Regardless of the technology, the U.S. heavy-duty trucks have been "a big early morning in China, but they have rushed for a late set" because of historical reasons. Therefore, the weight of European heavy trucks in the Chinese market is far greater than that of American heavy trucks. As far as comprehensive strength and development experience in China are concerned, European heavy truck companies are richer than the US, Japan and South Korea heavy truck companies, and have the largest win.
The European-based heavy truck companies' joint venture partners in China are among the top heavy truck companies in China. Because both sides have a certain strength, the joint venture and cooperation between them are becoming more and more equal. The cooperation method is no longer limited to the introduction of technology and products.
At the end of the joint venture between Volvo and Dongfeng Commercial Vehicle Company, the Chinese even broke through the previous joint venture bottom line and reached a cooperation agreement with a stock ratio of 55:45. In China, this game has nothing to do with winning or losing, and changes in the form of joint ventures indicate that the status of the Chinese and foreign parties is becoming more and more equal. This is a prerequisite for mutual benefit.
The key to success is convergence.
There are many lessons learned from the truck joint ventures. They pay attention to the differentiation of the Chinese market, understanding of China's policies, product localization, and employees' sense of belonging. These have many real-life examples.
Is the happiness of the two companies combined? The key lies in the degree of integration between the two parties. The integration mentioned here includes the integration of two corporate culture concepts, the integration of products and markets, the integration of technologies, and so on.
The foreign party has his insistence, including the insistence on the product and the main business, and sometimes it can even be understood as stubbornness. And Chinese truck companies often provide what the user needs. The gap between the two is enough to form a very interesting contrast, and this comparison involves products, markets and other aspects.
In the market, some of the heavy truck business policies are flexible until January. This is because China's truck market is changing too fast, and companies have to resort to it. In terms of product planning, in addition to the tonnage level of Chinese companies, there are also divisions of grades and strains, and it is logical for such users to understand the flexibility of the same level of tonnage consumption capacity. May feel puzzled.
Persistence and flexibility may require mutual compromise and mutual learning to achieve a successful heavy truck joint venture in the Chinese market.