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Although there is no experience in the field of commercial vehicle cooperation with Nissan, the team of Dongfeng Commercial Vehicles explores and innovates its own model in the learning process, and gradually systemizes it.
After introducing the new product development process for Nissan passenger vehicles, Dongfeng Commercial Vehicle Co., Ltd. built a new generation of heavy truck Tianlong, and after the new round of process optimization, launched a new generation of Zhongka Tianjin. In addition to the vehicle technology, the powertrain business independently developed by Dongfeng Commercial Vehicle Co., Ltd. has also been strengthened. Dci11 high-powered engines and 4H engines have been highly recognized in the market. At the initial stage of the joint venture, the demerit points for quality adjustment of Dongfeng commercial vehicles were nearly 60 points. After 10 years of development, the demerit points for assembly adjustment were only about 5 points, and they gradually approached the international benchmark.
After becoming the largest commercial vehicle company in China, how to surpass itself has become a problem for Dongfeng Commercial Vehicle Company itself. When asked about the 10-year experience with Nissan, Huang Gang, general manager of Dongfeng Commercial Vehicle Co., Ltd. frankly stated: “Compared with international companies, our technical capabilities, including company’s profitability and profitability, are still very different. Our competitors cannot be just local companies."
The Dongfeng Commercial Vehicle Company's benchmarking culture (compared with the corporate culture of benchmarking units) has been at a global level. The cooperation between Dongfeng and Cummins, Visteon, Dana and other multinational parts and components is also part of the standard culture. However, frequent international cooperation in the field of parts and components has caused doubts in the industry. Some people think that China's auto parts market is vast, but its development is backward, and the strong foreign investment will only further squeeze the development space of Chinese auto parts. In particular, in 2011, the United States Dana and Dongfengqiao joint venture, the share increased from 4% to 50%, this move caused criticism, and some people even think that Dongfeng high-priced transfer of Dongfeng Dana axle equity.
Huang Gang clearly revealed another meaning: the overseas business of Dongfeng Commercial Vehicle Co., Ltd. In this regard, it is possible to use the boat to go to sea and introduce a more extensive product line. This is a strong support for Dongfeng Commercial Vehicle Co., Ltd. and at the same time, it can be fully utilized. Dana Corporation has a global network of resources and networks to support the development of Dongfeng’s commercial vehicles overseas.
Drawing on Nissan’s management experience in the entire industry chain, it has a large international cooperation team of parts and components, and the internationalization strategy of Dongfeng Commercial Vehicle Co., Ltd. has begun to implement.
Second , in order to enter the international market, in addition to ensuring price competitiveness, our product quality, service concept, and brand promotion must be strengthened. Huang Gang hopes that Dongfeng commercial vehicles will be used in overseas markets, especially in mature markets in Europe and America. Can leave a "trustworthy" impression.
However, a real problem is that in these regions, multinational commercial vehicle giants, with their competitive technology and reliable brand image, occupy most of the market, and domestic commercial vehicle companies are still basically performing low-level prices. Competition; and previous overseas markets, in fact, concentrated in some developing countries in Southeast Asia.
Only by constantly checking the target can we find our own gap. Dongfeng Company has always been an open mind and has gathered its global resources to build its own core competitiveness. Now, it needs a truly competitive global platform system, not just a complete vehicle, or an engine, or temporary sales in overseas markets. At the same time, a large and robust overseas network is also needed.
“Our pursuit is how to achieve the cooperation of the platform. Why are so many multinational corporations working together in the alliance? The purpose is to share the cost. We are also working towards this goal.†said Zhu Fushou, general manager of Dongfeng Corporation.
How to take the initiative to guide and realize its own value is a practical consideration for Dongfeng Commercial Vehicle Company. Hand in hand with Volvo has brought the distance closer to reality. Before Dongfeng and Volvo reached a strategic alliance, joint ventures and cooperation in the Chinese commercial vehicle sector have been looking for breakthroughs in the old model. A strong multinational giant hopes to duplicate the joint venture model in the field of passenger cars. In order to inject brand and technology into foreign countries, foreign companies often fail. In the current commercial vehicle market in China, foreign high-end products are difficult to become market-dominated. Local commercial vehicles with cost advantages occupy more than 90% of the local market. This is a special phenomenon in the Chinese commercial vehicle market. This also determines China's commercial vehicle companies have always been among the low-end products.
Three <br> <br> Dongfeng and Volvo establish strategic alliances, opened a new era of Chinese commercial vehicle joint venture. The new commercial vehicle company only has the Dongfeng brand, and the two sides regard the Dongfeng brand as a common development business. More importantly, the two sides will also build a strategic alliance with a full value chain, including production, R&D, sales, procurement... not just a certain area. To realize the international development strategy, Dongfeng needs the most advantageous mid- and heavy-duty commercial vehicle business to go out first. Dongfeng Commercial Vehicle pursues not only the leading position in sales, but also the leading value in the brand.
“In cooperation with Volvo, we are more involved in the cooperation of platforms and assemblies, including the joint development of Euro V and Euro VI engines. Both parties share the entire development cost. The Dongfeng brand is still completed using Dongfeng’s existing technologies. In the next round of global products, we will jointly develop a new platform.†As early as the previous media communication meeting, Zhu Fushou expressed very clearly.
Since strategically occupying the high ground, the next step is to control the pace of tactics, the speed does not have to be too fast, but the phased goals must be put in place. Volvo’s goal is to replace Daimler’s global leadership position with its Chinese partners and become the world’s number one truck manufacturer.
Looking at the current situation, the Dongfeng commercial vehicle's “East Wind†path has gradually become clear. As a product of the planned economic system, Dongfeng Commercial Vehicles' transformation during this 10-year journey, although the majority of the body has come out, there is still a small part of the shell. The final journey is yet the longest one.
Alliance, Dongfeng Commercial Vehicle Creates World-Class Brand