On June 19, Peony Automobile, which suddenly disappeared two years ago, suddenly became the headline of various commercial vehicle websites. The reason is that their new products have gone offline. One is to locate the 6 to 8 meters of the Alt bus in the high-end market, the competition target is Costa, and the other is the “fashionable†11-meter double-decker bus.
Regardless of whether it is products, positioning, or brand image, the peony that is coming back from the rivers and lakes is different from the original peony. Assistant Manager Chai Zhuangsheng of Mudan Automobile Co., Ltd. also said that compared to the old peony, he also hopes that the outside world will inject new vitality into the new peony.
The new owner, Muzi Hao, general manager of Mudan Automobile Co., Ltd. confidently said that the new Peony will show customers a range of products ranging from low-end to high-end products, from SUVs to large passenger cars.
However, can Peony leave the passenger car industry for two years to reinvent the original glory? In the current industry environment, what are the reasons for the new Peony full of confidence? For the outside world, the above question makes the new peony bewildering.
What should the new peony do?
When a reporter of “Commercial Automotive News†asked about the future development plan of Peony Coach, Li Zihao told reporters that due to the opportunity to see urban and rural passenger transport, Peony’s main attack market was currently placed on the county bus, and, based on the previous peony, on the secondary market. Occupancy and development advantages, the original Peony Bus MD6701, MD6608, MD6750, MD6796, MD6860, the Sun God MD6122, Moon God MD6120 and other classic models will continue to be put into production, the new Peony will take advantage of this, and to make up for the lack of Expand this area.
Li Zihao revealed that the Alte Bus has been delivered to users in small batches. According to Peony's subsequent plan, the development of the new peony will not be limited to the field of passenger cars. "For example, we will inject MPV (commercial vehicle), new models of luxury passengers, high-end SUVs, and new types of engines imported from abroad into Peony, expand the variety of peony models, and improve the product mix."
If Li Zihao said that the new peony will “flower everywhereâ€, it means that the new peony will no longer stick to the original China-Pakistan market. In this regard, the chief analyst of China Bus Information Statistics Network Zhen Zhenqing believes that the infusion of peony, for the new land, what is the meaning of drunkards in the end? Different strategies will produce different results.
If it is only for the purpose of borrowing the peony shell and successfully financing in Hong Kong, there is only an example of a backdoor listing for the auto industry.
Or, the new capital is to take advantage of the advantages of the economically developed coastal areas of the eastern part of the country: including convenient product logistics, capital flow, and information flow, and attracting and stabilizing talents to develop their own core products.
If we really want to do a good job of peony, then how much capital should be invested in the new earth to "inherit the past"? Does the new earth have sufficient courage to invest? According to a rough estimate, at present, the number of Peony buses in China exceeds 100,000. In the more than one year after the peony retreats from the public’s sight, a series of services such as vehicle maintenance and maintenance are almost stagnant. Therefore, the new capital must take over the peony. This will exceed the service of 100,000 passenger cars. The new land must also take over. This will be a huge sum of money.
In this regard, Li Zihao did not give a positive answer and said only: "The relevant content is being planned."
Can the new peony break out?
According to the plan of the new peony, in 2009, the production and sales of various products reached 2,500 units and the sales amount was 300 million yuan. “As long as one of these two figures is reached, we will achieve our goal this year.†Chai Zhuang told reporters.
It is understood that after the acquisition of Peony in the new land, it has an annual production capacity of 50,000 passenger cars. Among them, an annual output of 6 to 7 meters of medium-sized passenger vehicles 20,000, 8 to 12 meters large passenger vehicles 10,000. Xindadi will introduce new SUVs, MPVs and other new models from abroad (including the introduction of a full range of welding equipment, fixtures, molds and interior parts). With the assistance of foreign professional car design and R&D institutions, it will improve the product structure of Peony Group. The matching of localized parts and components will form a production capacity of 20,000 vehicles per year.
How will the new peony break through as a Pakistani and big customer?
According to Chai Zhuangsheng, the current "New Peony" has three major advantages: First, the new peony package is small, including the full buy-out of all employees; secondly, it has a strong management team, for example, the introduction of new peony In the passenger car industry, there are many years of experience, more professional personnel (such as from Jinlong, Su Jin, Shen Long's talent); Third, according to the market to innovation, planning and accurate positioning.
For these three advantages, the reporter heard different opinions during the interview.
Liu Zhongling, the deputy general manager of Chang'an Bus, told reporters that the Peony Group, a large-scale company, has achieved great success in its peak sales. When the peony disappeared, most of the old Peony people who knew the laws of peony operation had left. It is very important for the new peony to integrate internal resources.
Gu Yun, deputy director of the Marketing Department of Yaxing Bus Co., Ltd., also told reporters that corporate culture is crucial to a company. Invisible products, including brands, can the new team manage? Can the culture of the new land directly apply to the new peony? All are to be discussed.
Followed by sales and channel issues. The sale of peony has been stalled for more than a year. “It will take a while for the user to recognise the new peony and it will take another process for approval.†Liu Zhongling said. Gu Yun also said that dealers may be a headache for the new land. Whether the original dealers have confidence in the new peony or whether they are willing to become the new peony dealers are the key points that the new peony should consider. In response, Chai Chuang said that they are doing a series of work to restore the confidence of the market and users for how to win the original customer base of Peony.
Third, the timing of the new peony entering the market. Gu Yun told reporters that the situation may be different in the early years or the later years. This year is the best time to develop county public transportation. The support of this year's national policy has forced a large number of passenger car companies into the county public transport sector. Shao Guping, deputy general manager of Jiangsu Friendship Automobile Co., Ltd., also told reporters that Peony's return to the passenger car market has certain advantages and that it has a good chance of doing well. However, he reminded that the competition in the county bus market is very fierce. Due to the large differences in different regions, it is not enough to have a good market and technical strength. It is also necessary to adjust measures to local conditions, and to differentiate production in different regions. Products so that they can be accepted by more users.
“The new entrants are definitely required to pay tuition fees.†Zhen Zhenqing reminded that it is very important for county public transportation to understand whether the products, markets and operating rules of the county public transport are.
Related Links
In June 2008, Xindidi Company and its shareholders had acquired 68.9% of the shares of Mudan Automobile Stock Co., Ltd., namely, Mudan Automobile Co., Ltd. had a total of 19.625 million shares of domestic legal persons, which became the absolute controlling shareholder of Peony Co., Ltd. The acquisition includes assets of 600 million yuan from Peony and related companies, including 545 acres of land and 170,000 square meters of factory buildings, 6 to 7 meters of medium-sized buses, 8 to 12 meters of buses, long-distance passenger trains and other molds introduced from abroad, and flexible welding lines. Cathodic electrophoretic coating line and assembly line.
Chengdu Xindi Automobile Co., Ltd. is located in Tianhui Town, Chengdu, formerly known as Chengdu Dadi Automobile Manufacturing Factory (also known as Chengdu Tractor General Factory). In 1998, Shunde businessman Li Zihao established a new joint venture company, Shunde Nisshin Development Co., Ltd. and Chengdu Dadi Automobile Manufacturing Plant. Chengdu Xindidi Automobile Co., Ltd. is a state-licensed company with development, production and sales of Class II and Class III vehicle chassis, passenger cars, large and medium-sized passenger vehicles, light-duty, medium-duty, heavy-duty trucks with a capacity of 1.5 to 25 tons. Automobiles and other products qualified vehicle manufacturers. At present, the main production SUV off-road vehicles, its brand for the World of Warcraft and the source of power.
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