·Tianjin FAW’s betrayal strategy lost

The performance of the D60 market, which was regarded as a straw for life by Tianjin FAW, once again disappointed the company. A few days ago, the data released by FAW Xiali showed that the sales of Junpai cars were temporarily placed in the “Wei” series. In December last year, the D60 sold only 2,356 units. As the first A0 SUV of the Junpai brand, Tianjin FAW has mobilized almost all the resources that can be mobilized. However, sales of more than 2,000 vehicles in a single month are far from expected. The industry is generally worried that the Chunpai D60 will not be able to open the market in the highly competitive A0 SUV segment, which means that the transformation of Tianjin FAW has not been effective. Tianjin FAW will still be difficult to get out of the long-lost loss quagmire and ultimately face the testimony. The risk of delisting from the exchange.
Junpai D60 sales failed to meet expectations As a serious model of Tianjin FAW to reverse the overall sales trend, the Chunpai D60, which was just listed on October 27 last year, was placed on high hopes. According to the plan of Tianjin FAW, the number of months before the launch of the D60 is still a sales climb period. It is expected that the D60 will achieve 9000 units of production capacity and 7,000 units of sales last year.
Party deputy general manager of Tianjin FAW Sales Co., Ltd. is fully confident in the sales of Junpai. “In the short month after the launch of the D60, the national market has more than 6,000 orders, which fully demonstrates the consumers. Approved for the Junpai D60 model.
However, it is not difficult to find out the sales figures of Tianjin FAW last year. In 2014, the actual sales volume of the D60 was only 4041, which means that the so-called 6000 orders were not delivered, and the production and sales targets for 2014 were not completed. In this regard, Tianjin FAW has failed to complete the production and sales targets of the D60, which is due to the delay in the listing date, and the production capacity needs a certain climbing period. When the Beijing Business Daily reporter visited the auto market, he found that the current D60's current car is sufficient, and basically there are cars available.
In a Tianjin FAW 4S store in Beijing, a salesperson said that the best-selling models of the Junpai D60 are the 1.5L mid-low with two models and the 1.8-liter high-equipped models, all of which have existing cars. “The Junpai D60 just needs to be booked when it is on the market. The pick-up cycle is two weeks, and most of the models do not require reservations,” the salesperson said.
It is worth noting that, as a model just listed, although the dealer clearly stated that there is no cash discount for the purchase of the Chunpai D60, but the original decoration of 2000 yuan can be given, including seat covers and foot pads. “Because Chunpai D60 is rarely seen on the market, the gifts are delivered by the original factory. If consumers want to buy the decorations of the deputy factory in the market, it is difficult to buy at present.” Sales staff said.
In addition to boosting sales, another important task of Junpai D60 is to reverse the low-end, low-cost brand image of Tianjin FAW and the two brands that have been brought to Tianjin FAW, but the effect is not significant. Beijing Business Daily reporter interviewed Mr. Sun, a consumer, in a Tianjin FAW 4S store in Beijing. He told the Beijing Business Daily reporter that when he saw the D60, he knew that Tianjin FAW had a new SUV. "Before looking at the car, I don't know that Tianjin FAW has also released an SUV model." In addition to the price advantage, Mr. Sun believes that the brand strength of Tianjin FAW Junpai is significantly different from its competitors Chery Tiggo 3 and Harvard H1.
Sustained losses face delisting risks Obviously, it is difficult for Junpai D60 to boost sales of FAW Xiali in a short period of time. According to the production and sales data provided by FAW Xiali, according to the plan, the overall production and sales target of FAW Xiali adjusted in 2014 was 80,000 units, which was reduced by 60,000 units from the 140,000 targets set at the beginning of last year.
However, according to the sales and sales announcement of FAW Xiali in December last year, the cumulative sales of Xiali and Vios were only 72,059 units in January-December 2014, which was not only about 45% lower than the 130,511 units in the same period of last year, but only After completing 90% of the overall production and sales target for the year, FAW Xiali's 2014 target was still not completed.
At the same time, according to the performance forecast released by FAW Xiali, the company's pace of product structure upgrade adjustment failed to adapt to the rapid changes in the market due to factors such as the upgrade of domestic automobile market consumption, the restriction of purchases in some cities, and the rapid decline in the market share of economical cars. Requirements. Xiali N3, N5 sedan, Weizhi V5 sedan sales fell year-on-year, the Xiali N7 products launched in 2013 did not reach sales targets. The date of the listing of Junpai D60 products in 2014 was postponed, resulting in a significant decline in the scale of production and sales in 2014, and the company's main business incurred a large loss. The investment income contributed to the company during the year also decreased significantly year-on-year.
It is worth noting that the slump in the profit of FAW Xiali has lasted for two years. FAW Xiali’s profit has fallen across the board since the second half of 2012, resulting in a 68.74% drop in net profit in 2012. In 2013, the company continued to decline. The annual loss was 480 million yuan, a decline of 1503.44%. According to the regulations of listed companies, if the net profit of 2014 after the audit of FAW Xiali was a loss, the company's stock will be released after the 2014 annual report is disclosed. The transaction will implement a delisting risk warning.
The industry believes that from the current point of view, Tianjin FAW bet Baojun sent D60, which will drive the realization of Tianjin FAW's profitability in 2015 will also be lost. “In order to develop the D60, Tianjin FAW has built a new product development center, a new powertrain base, a new vehicle manufacturing plant and a monitoring factory.” This person believes that FAW has also tried frequently. By creating new brands to reverse corporate sales and enhance brand image, such as the launch of Oulang, but the results received are not very satisfactory. Now Tianjin FAW hopes that the Chunpai will reverse the downturn of the enterprise and will not rule out the possibility of repeating the mistakes of Oulang.
Facing deep adjustment in 2015 Under the pressure of the company's delisting risk, Tianjin FAW has also gradually shifted its focus to the Junpai brand. It is reported that Xiali's products will only retain N3, N5 and N7, and there will be no new products to the low-end market.
A salesperson of a Tianjin FAW 4S store in Beijing admitted that compared with the cash discount of Xiali products in the past, whether it is in price or in terms of preferential margin, Junpai D60 has become a model with few profitable profits in Tianjin FAW dealers. "The manufacturers basically have no market support for the Chunpai D60. We can only sell at the guide price, but it has already improved the profit of the Xiali car in the past." The salesperson said.
It is understood that the sales price of Junpai D60 is 64,900-9.99 million yuan. According to the planning of Tianjin FAW, the sales volume of Junpai D60 will reach 60,000 this year, which is expected to account for about 75% of the total sales of Tianjin FAW. According to this calculation, Tianjin FAW's overall sales target this year is close to 80,000 units.
An insider of Tianjin FAW also said that since FAW Xiali's sales target was not completed last year, Tianjin FAW has not yet set a full-year target for 2015, and may even continue to lower its annual sales target.
According to the planning of Tianjin FAW, in order to effectively boost sales, two new cars will be launched this year. Among them, the new Xiali N7 will further reduce the car door threshold and launch a 1.0L manual transmission model; the new Xiali N5 will launch an automatic transmission model to enrich the existing product lineup. After the launch of the D60, the Junpai brand is also preparing for an A-class sedan.
However, under the shadow of the failure of the first A0 SUV model of the Junpai brand, Tianjin FAW can take on the mission of Tianjin FAW to reverse the market with the help of new product strategy. This may be the last battle of Tianjin FAW.

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