Although the share of commercial vehicles in the Chinese automobile market has historically taken a large share, it has been evenly divided with passenger cars. As the sales volume in the domestic automobile market has risen as a whole, the ever-expanding market for commercial vehicles is still attracting coveted international automotive companies. When GM, Ford, Volkswagen and other multinational companies rely more and more on their development in China to support their global operations, if a multinational commercial vehicle company does not occupy a position in the Chinese market, it will inevitably affect its global performance.
As one of the world's largest commercial vehicle companies, Daimler Group has long been proud of its position as the leader of the company with its long product line, wide coverage, high sales volume, high output value and strong brand reputation. However, the performance in the Chinese market is similar to the giant elephant sinking into a quagmire. Constantly surpassed by its international counterparts. Iveco has been deeply rooted in domestic production and has made considerable progress. Currently, it is implementing a new strategy with a more active and pragmatic approach to its Chinese market. Collaborating with long-term partners, Yuejin Group, and Hongyan, which is newly included in SAIC, have vigorously explored the domestic market. At the same time, Independent brands of joint venture brands and partners open up international markets. Even German Mann also earned a lot of sales of key components and technologies through cooperation with a number of Chinese car companies. Even some of the international commercial vehicle suppliers have achieved remarkable results and benefits in China, and the proportion of their performance in China, such as Cummins Engine and Allison Transmission, has accounted for an important position in their global performance.
The automotive companies in Europe and the United States, such as Volkswagen, General Motors, and Iveco, have achieved a huge return from the market due to their strategic vision, adaptation to the Chinese government's policy orientation, understanding of localized market thinking, and cooperation with partners in response to local conditions.
Daimler Group has long been immersed in the Chinese market, but it seems to be in place, is still beyond the goal of the market is still out of reach, and its status as a leader in international passenger cars and commercial vehicles is extremely inconsistent. Even with the joint venture of passenger cars, the production and sales of Beijing-Benz has always been unsatisfactory; it has just opened a gap in the light-vehicle project with Southeast Automotive, with no more than 208 million euros invested, and an annual production capacity of 4 Millions of vehicles, such as Vito, Vinao, and Sprinter, are manufactured by Mercedes-Benz. However, this segment of the market is a narrow market. It is estimated that the annual sales in the previous period will only be around 1 to 20,000 units, and sales to the Daimler Group's China operations The contribution to the profit figure is very limited. The ability to truly demonstrate the strength of Daimler should be a manifestation of the two major projects of large passenger cars and heavy trucks.
As we all know, there are no commendable cases for Daimler Group's heavy truck and bus projects in the Chinese market. Although the North Mercedes-Benz heavy truck project started early, it only lasted for a short while. The retreat from the Yaxing Mercedes-Benz bus joint venture will make it difficult for Daimler to turn over from the bus business in the future. Moreover, the domestic bus companies have become bigger and stronger, basically closing Daimler's opportunity to re-enter. The Daimler Group had previously conducted marathon negotiations with FAW Group on medium-heavy trucks. However, under the circumstances that FAW insisted that it could not abandon its own brand and could not afford other harsh conditions, the cooperation between the two parties ended without results. Le lost a chance to join hands with FAW Group in surpassing Dongfeng and SAIC heavy trucks.
If Daimler wants to make a difference in China's commercial vehicle sector, it seems that it will only continue to look for breakthrough points in the heavy-duty truck vehicle project, because it is difficult to be as flexible as the German Mann in terms of Daimler Group’s position and value. Divided sales, etc. to make money. A few years ago, Daimler Group eventually settled in Beijing with the Mercedes-Benz sedan project and confirmed that it will use the Beijing area as a support point and set up its Northeast Asia regional headquarters in Beijing. Its passenger car project uses Beijing-Benz as a base, and the heavy truck project is trying to rely on Beijing Foton's Futian Automobile as a partner to form a complete symmetrical plate.
However, over the past few years, not only did Beijing-Benz's sales performance diverge from those of Audi and BMW, but the recent cooperation project with Foton Motor has been alive and hard, confirming the old saying: There are many dreams. On the surface, Daimler, as a strategic investor, has placed its Foton Motors directional stock issuance program in the approval of the China Securities Regulatory Commission and the Ministry of Commerce, which has caused the Daimler Group to spend more than three years blocking the curve joint venture of Foton Motor. However, looking at the essence through the phenomenon, it reflects that with the rapid development of the Chinese automobile industry, government agencies have started to support their own brand enterprises in the field of passenger vehicles; in the field of commercial vehicles, the market share of self-owned brand companies has dominated. The demand for vehicle joint ventures began to dilute. Regardless of the government's joint venture policy orientation and the negotiation conditions of Chinese companies, the threshold has increased. The "supply and demand" relationship between Sino-foreign joint ventures has reversed. Whether China needs companies like Mercedes-Benz commercial vehicles to enter China is irrelevant in the current Chinese car chessboard, and very few companies or products are irreplaceable. Therefore, if you adopt a joint venture between the two parties in an open and solemn manner, you will have to go back for the long march that has been approved by the National Development and Reform Commission. The variables in the middle will increase. The longer the joint venture between Daimler and China, the longer the policy environment will be.
Whether Daimler and Beiqi Foton can successfully enter into a joint venture will face a double test. First of all, whether Germany and China can reach an agreement on joint stock ratio, brand use, product orientation, domestic and export issues, etc., is still unknown. The tactical private placement of 24% of shares in Daimler, despite the approval of both parties, was opposed by shareholders due to the appreciation of the stock price. Daimler originally wanted to bypass the approval of the Development and Reform Commission through a share subscription, but it was counterproductive and the plan was initially rejected by another central ministry. In the future, the feasibility report of the joint venture will be sent to the NDRC. It will be a trivial matter to drag it down again for half a year. Whether or not it can be approved is not without doubt. Futian started its own brand, after only 10 years of rapid development, has become China's largest manufacturer of commercial vehicles, and the export market is also expanding year after year, today's Futian in discussions with Daimler joint venture project, its strength status has been far Far more than that year's FAW. It's hard to predict how big chip Daimler ultimately will be in the joint venture negotiations.
Historical experience has proven that the implementation of joint ventures or cooperation projects in China must be done from the outset to seize the opportunity to get ahead of time. As a giant company like Daimler Group, even if the technology is advanced and the products are rich, the brand is strong again but it is missing. After the joint venture has completed its good time, it will pay a higher price for the resumption of the stove and the pace of catch-up will be even more difficult. The Daimler Group's once-in-China cooperation projects have encountered frustrations and setbacks. The so-called heavy wanderings and other multinational companies have all made great strides in the Chinese market. The reason can only be found on Daimler itself. Rather than simply attributed to "arrogance" as some media, it is better to attribute to a deeper level of corporate culture and thinking.
As the owner of strong brands, advanced technologies and rich products, Daimler Group must enter into other countries' markets and seek new demands. It will inevitably need to learn to integrate into other countries' culture. For the success of Guangzhou Honda in China, the first When he was retired from office, General Manager Menxuan 2 said, “I always pay attention to work in someone’s home garden, respect the owner’s cultural habits, and make the garden more beautiful and richer.â€
Faced with such a huge emerging market in China, it is not just relying on the strength of a brand or the advanced technology of a product to be invincible. It is also impossible to disregard the upstream and downstream collaborators in the world of sovereignty, and it is necessary to follow the “law of the jungleâ€, that is, the survival of adaptors. . The purpose of companies exploring overseas markets is to gain market share or profits, not for display, narcissism and self-satisfaction. It was time for the Daimler Group, the world's largest commercial vehicle company, to apprentice to the GM of the passenger vehicle.
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