Integrated Resources Nissan "Starts" in China


"Tianlan has received more than 8,000 orders since it was listed for one and a half months. Our sales target for this year is 11,000." At the second Guangzhou International Auto Show, General Manager of the Dongfeng Motor Co., Ltd., Yoshida, could not hide his excitement. Affected by the downturn in the auto market this year, Nissan’s days in China are not easy. In the first half of the Beijing auto show, Dongfeng’s most notable feature was the list of winners with a maximum drop of 20,000 yuan. Sun later saved its face in this price cut, but the Blue Jaw was unable to revive it. Even the new generation of Bluebird Supreme, which was launched in August, did not add a bit of sunshine to the cold auto market. At the end of the year, one year's homework was done. I am afraid that this achievement will not satisfy Nissan. Who knows that Tianzhu's listing has been transferred to Nissan. Before this car is listed, the industry's suspicions may sound more than cheers. Ren Yong, deputy general manager of Dongfeng Motor Co., Ltd., believes that Tianyi is a car with excellent performance and unassuming publicity, which is in line with the general preferences of the Chinese people. However, many people believe that Tian Hao is not wise in pricing, it is wise. In addition, there is a news that should make Nissan smile, that is, "Zhengzhou Nissan incorporated into Dongfeng Motor Co., Ltd.". Some people analyzed that this move straightened out Nissan’s investment relationship in China. At the Guangzhou Auto Show, Nissan, Dongfeng Limited and Zhengzhou Nissan are closely united on one booth, but the relationship is not so harmonious. In particular, on the issue of integration of sales channels, Ren Yong said Dongfeng’s limited 150 4S stores did not include Zhengzhou Nissan. He said: "Zhengzhou Nissan not only produces SUVs, but also pickup products, many of which are group purchases and are sold together with Dongfeng's limited sedan products. Obviously it is not suitable." Hu Xuejun, manager of Zhengzhou Nissan Market, told reporters: " Dongfeng Limited and Zhengzhou Nissan's distributors do have overlapping parts, and this part will be jointly sold, and the non-coincident parts will still be sold separately." This shows that the integration of sales channels has already begun long ago, but now this transition is already stop. This may be the way Dongfeng Limited has ensured its own interests. After all, Tianhao's sales market is bullish, and Zhengzhou Nissan will be included in its own sales system. The advantages and disadvantages are unpredictable. However, people in the industry believe that this is the deterrent effect that Dongfeng has entered after Zhengzhou Nissan. So far, the exchange of blood within Zhengzhou Nissan is not yet thorough. The controlling party of Zhengzhou Light Automobile is the Zhengzhou Municipal Government, of which Nissan makes up 19% of the shares. After Zhengzhou Nissan merged into Dongfeng Motor Co., Ltd., the relationship between Zhengzhou municipal government and Nissan was not completely separated. As a result, the Zhengzhou municipal government still has certain right to speak. Therefore, the “rehabilitation work” assigned by Zhengzhou Nissan to the Dongfeng camp will also be a complicated process. Dongfeng and Nissan once agreed that Nissan had only one joint venture in China. Under this consensus, the integration of Zhengzhou Nissan into Dongfeng has become inevitable. Compared with Dongfeng Limited, Zhengzhou's daily output is weak and it lacks a long-term foundation for development. If it is not integrated, the two will inevitably be in conflict. This is an example. Dong Feng Automobile Group General Manager Miao Wei said that Zhengzhou Nissan will be included in Dongfeng Limited and will fill Dongfeng’s limited space in the SUV and high-end pickup projects. This means that Nissan will not be as inconvenient as it used to be in the distribution of new products, because they are all "brothers". Some people even think that the business of Zhengzhou Nissan should be split. The SUV project should be handed over to Dongfeng Limited Passenger Car Company and the pickup truck project should remain in the “Dongfeng Motor” to achieve optimal allocation of resources. This may completely dismember the Zhengzhou Nissan. Therefore, Zhu Fushou, general manager of "Dongfeng Motor" will say: "In addition to the unified arrangements in the product line to avoid contradictions and melee, Nissan will further integrate resources on the sales network." Zhu Fushou revealed that after reorganization Zhengzhou Nissan, the future product positioning is based on leisure and travel-based SUV and high-end pickup, brand positioning is China's first professional, large-scale "SUV." Ren Yong told reporters that by 2007, Dongfeng Limited will also launch five new models of cars and adopt global synchronization methods. Yoshida explained that they are all "cars that create new concepts like Scorpio." Our reporter Wang Chao