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In 2001, on the eve of China’s accession to the WTO, the excitement and slight angst filled the entire Chinese auto industry.
In the first half of the year before China officially joined the WTO, various auto forums have been held for different reasons. However, all the discussions have revolved around a topic: “The opportunities and challenges of Chinese autos after joining the WTO. ". In 2001, more experts proposed that China’s automobile industry suffers from six major flaws: small scale of production, low labor productivity, low product development capability, backward technology, low market share, and poor car consumption environment.
After nearly five years of service, the theme of the conference at the Boao Forum Automotive Industry Forum in April 2006 was still "China's auto industry after China's accession to the WTO." However, none of the participating guests had paid attention to the WTO. They used the same topics as European and American cars when talking about Chinese cars: they were more energy-efficient and environmentally friendly. Undoubtedly, the five-year history has given Chinese cars the same way as international cars.
On July 1, 2006, as the period of protection for China's accession to the WTO formally ended, the Chinese cars that had passed the period of “preschool industry protection†really stood at the door of internationalization. In the past five years, the long history has not only increased China’s autos from the world’s eighth-largest auto-producing country to the third largest, but also allowed people to calmly and objectively analyze the success and failure of Chinese autos at historical heights.
WTO, whether China's autos have accepted the challenge or missed the opportunity? This problem is difficult to measure with simple changes in production and sales figures. Because the WTO affects many aspects such as enterprise restructuring, capital, technology, and products.
Corporate structure: restructuring from 126 to 145 companies
China Motors has the largest number of vehicle manufacturers in the world. Although the overall output of Chinese cars is not high. According to statistics, in 2001, there were 126 vehicle manufacturers in China, which exceeded the total number of automobile companies in the United States, Japan, and Europe. However, there are only four companies with an annual production capacity of more than 200,000 vehicles. About 25% of U.S. General Motors. Therefore, it is always the focus of China’s auto industry to increase the concentration of auto companies’ production and change the chaotic situation of Chinese autos.
After joining the WTO, this work has become more urgent. In the past five years, the speed of mergers and reorganizations of domestic automobile groups has accelerated significantly. Especially in the three years from 2002 to 2004, mergers and restructuring, joint ventures and other corporate structural adjustments are the main theme of Chinese automobiles.
In 2004, the relevant departments of the state even issued a new automobile industry policy, explicitly proposed to encourage and support 2-3 large automobile groups, and required the market share of large groups to reach more than 15%. This requirement is relatively high, because at that time, only FAW Group could achieve a market share of 15%.
FAW Group's market share benefits from mergers. In June 2002, FAW and Tianqi Group reorganized. Through this reform program called “Tianyi Reorganizationâ€, FAW Group not only owns Xiali, a compact car production base, but also has become a joint venture partner with Toyota of Japan. Then, FAW reorganized Sichuan Steam in Chengdu and became Sichuan FAW. However, some industry veterans have commented that if it were not perceived as a threat to the WTO, FAW could not successfully reorganize these veteran auto companies.
Many of SAIC's mergers were conducted through Shanghai General Motors. In the past few years, SAIC, GM and Shanghai GM jointly reorganized Guangxi Wuling Automobile and became China's second-largest micro-manufacturing enterprise. It also merged Yantai Daewoo and Shenyang Jinbei GM to expand Shanghai GM's vehicle production base to three.
Dongfeng Motor's change is more from internal sources. It integrated its premium assets with Nissan Motors and established Dongfeng Motor Co., Ltd. Then it bought 51% of Zhengzhou Nissan.
Chang’an’s actions are also very numerous, and it proposes a series of expansion strategies such as Bei Shang and Dong Jin. In the north, it has become the Hebei Chang’an Automobile Company. In the east, Chang’an Automobile has focused on Nanjing. In October 2004, Changan Automobile and Jiangling Group jointly established Jiangling Holdings Co., Ltd. to expand the product line to the off-road vehicle sector.
However, these restructuring and mergers did not reduce the number of Chinese vehicle companies. On the contrary, according to data from the China Association of Automobile Manufacturers, as of the end of 2005, there were 145 total vehicle manufacturers in China, an increase of 16 from the end of 2004. At the beginning of this year, the State Council also explicitly included the automotive industry in the ranks of overcapacity.
Capital structure: The state-owned, private, and equity funds evolved from simple state-owned enterprises
The increase in the number of automakers is largely due to the boom in the auto industry, which has led to private funds entering the auto market one after another. Faced with the pressure of the WTO, the original state-owned assets of China's autos began to shift to a diversified capital structure such as private ownership and stocks.
Industry analysts said that in terms of capital structure and sources, there have been two distinct changes in China's autos in the last five years: First, the state-owned auto group has shifted to the direction of joint-stock companies, and has focused its financing on overseas capital markets; Second, private capital has entered the automotive industry.
Prior to joining the WTO, in the eyes of many Chinese automakers, cars were only traditional manufacturing industries, and few considered the operation of the capital market. After China's accession to the WTO, the Chinese auto market has developed rapidly and the transparency in overseas countries has become higher and higher. Therefore, overseas listing becomes possible.
At present, SAIC, GAC, Beijing Automotive, Dongfeng Motor and other companies have established joint-stock companies and actively seek overseas listings. Among them, Dongfeng Motor was successfully listed in Hong Kong last year and became the largest listed auto company in China. The private auto companies, Geely, Great Wall and other companies also listed in Hong Kong, and caused a sensation.
WTO's equal market access mechanism has also motivated the development of private auto companies. As early as 2001, Geely, the first privately-owned car manufacturer, had just obtained a birth permit one month before joining the WTO. In the past five years, Lifan, Oaks, Midea, Green Cole, Bird and many other powerful private companies have managed to enter the automotive sector. Although these enterprises have not done much in the automotive field, they are as if the squid stirred up the original single capital structure of the Chinese car.
International auto giants attacked massively and ripened the national auto industry
Before joining the WTO, the most worrying aspect of Chinese cars is that they can not resist the impact of foreign auto companies. At that time, there were two major pessimistic arguments: First, there was no tariff barrier, foreign automotive products could be exported to China at a low price, and thus defeated Chinese automobiles; second, foreign auto companies completely monopolized Chinese automobiles by setting up joint ventures in China. market.
Judging from the current situation, foreign capital does have a serious impact on the Chinese auto industry. However, there is no monopoly. Since 2002, almost all international auto giants have increased their investments in China.
Toyota expanded its partners in China to FAW Group and GAC Group and formed four production bases in Changchun, Tianjin, Chengdu and Guangzhou.
Nissan and Dongfeng established Dongfeng Automobile Co., Ltd., a company with a total assets of 17 billion yuan and the largest domestic automobile joint venture, and also produced passenger cars and commercial vehicles. On the basis of Guangzhou Honda, Honda has established a Honda Export Processing Base project and established Dongfeng Honda Automobile Co., Ltd. with Dongfeng. At present, Honda's total production capacity in China has reached 530,000 vehicles. Mitsubishi Motors, which was in deep recession, did not forget China. After producing Mitsubishi Pajero and Oland in Beijing via technology transfer, Mitsubishi recently invested in Southeastern China Auto and launched the first Chinese Mitsubishi sedan.
South Korea Hyundai also established two joint venture passenger car companies, Beijing Hyundai Motors and Dongfeng Yueda Kia Motors, and plans to establish Guangzhou Hyundai Commercial Vehicles with Guangzhou Automobile. At the same time, the technology introduction project, Huatai Modern will also launch the modern Santa Fe SUV this year.
In recent years, German Volkswagen's actions in China have been mainly to increase the localization rate. Engines, transmissions, chassis and other parts and components companies have been introduced into the country by the public, and an advanced test track has also been established at Shanghai Volkswagen.
PSA Peugeot Citroen is also increasing the scale of investment in China. It is to expand Dongfeng's cooperation project, Shenlong Motors, to the PSA Group level, and to reintroduce Peugeot brand into China, expanding the production platform of Shenlong Motors from one to three. Recently, PSA began to work in China to build the second plant of Shenlong.
The luxury brands BMW and Mercedes have also settled in China. In the last three years, BMW Brilliance and Beijing Benz have been established. In particular, Beijing Benz, it is to expand the cooperation level to the entire Daimler - Chrysler Group. In the future, Beijing Benz will not only produce Mercedes-Benz sedans, but will also produce other brands including DaimlerChrysler, Dodge, JEEP and others.
U.S. General Motors is the most comfortable international automobile company in China in the past five years. In 2004, GM announced an additional investment of 3 billion in China, and on the basis of the Buick brand, it also introduced Cadillac and Chevrolet brands. At present, GM has become the largest foreign-invested automobile company in China, and has four major production bases such as Yantai, Shanghai, Shenyang, and Liuzhou.
Ford is not idle either. In 2002, Ford Motor’s head, Bill Ford, came to China with a billion dollars, admitting that Ford’s development in China was too slow. As a result, Ford entered into a strategic partnership with Changan Automobile Group and established Changan Ford's second plant in Nanjing. At the same time, the Mazda brand also achieved an annual output of 130,000 cars in China, and Ford's luxury brand - VOLVO brand will also enter China this year.
Relatively speaking, Renault and Fiat have developed slowly in China. However, Renault has also entered into a joint venture agreement with Dongfeng. In the next two years, Renault Renault will be formally established.
For foreign auto companies to make large-scale attacks, it should be said that some of the Chinese government’s non-tariff guide measures have played a role. As a result of successive reductions in tariffs, the State has successively implemented a series of measures such as the “Brand Management Measures,†“Dedangs and Landfills,†“Consumption Tax Rate Adjustments,†“Construction of Vehicle Characteristics,†and “Imported Vehicle 3C Certification.†These policies and regulations It is increasingly difficult for foreign car brands to import directly into China. As a result, these foreign auto giants who were reluctant to give up the Chinese auto market had to invest and build factories in China.
However, due to the cooperation with the international auto giants, the Chinese auto industry has also accumulated a strong manufacturing capacity and improved the parts supply system. These provide the basis for the development of the national automobile industry. For example, SAIC integrated its experience with GM and Volkswagen and established SAIC Manufacturing Co., Ltd. to create a national car brand. The "Pentium" sedan newly launched by FAW also draws on Mazda 6's technology.
Product: From "4 Little Swans" to 100 Vehicle Contest
Precisely speaking, after entering the WTO, Chinese cars only had family sedans that truly synchronized with the world.
At the end of 2001 at the Shanghai International Auto Show, boutique cars represented by POLO and Palio became hot spots. These two models built for the urban elite and the Sail, Charade 2000 and other known as the "four little swan", creating a true family car. The POLO and Palio were also one of the hottest models at the time.
In the mid-range sedan market, the Elantra, Excelle, and Fome came to the "new three-sample" sedan, which changed the situation of the "oldest three" monopoly market. Later, there were new cars such as "Three Refinements" and "Three Kinds of Gold".
Accompanied by these new cars is the auto blowout period before 2004, almost all models are in short supply. Audi and Accord also need to increase their prices.
However, the full-scale launch of the new model was after the blowout, and the shrinking market made auto companies realize the importance of the product. In the last two years, more than a hundred new products have been introduced on the market. Compared with five years ago, the new cars on the market today have at least five characteristics.
First, the technical content has been greatly improved. Airbags and ABS, which were originally considered to be an important configuration, have already become standard equipment. At present, many models have begun to adopt the same technology as the advanced models in Europe and America. Second, the products have been personalized and enhanced. Concepts such as CUV and CUV began to appear on domestic cars. Third, the life cycle of the products was shortened. At present, no model can monopolize the market. After three months of new product launch, its sales may be in trouble; Fourth, The price/performance ratio has been greatly improved. The absolute price of many models has fallen below the international level. Fifth, the focus of product development has gradually shifted from comfort to economy and safety.
Technology: "Synchronize with the World" to Independent R&D
In 2001, if one of these models could be "sold to the world in parallel," it would be a great book. Because according to the Japanese media, the level of Chinese auto technology at that time was at least 10 to 15 years away from the world.
The current level of China's auto technology is not high, and the actual gap may be above 10 years. However, compared with the beginning of the accession to the WTO, there has been significant progress.
First of all, from the perspective of models, new products that are currently selling well in China are not just products imported from abroad. It is generally based on the situation in China to re-improvement. Leading models and Grand Hyatt models have been developed by domestic companies twice.
Second, the number of self-developed models has increased. Chery, Geely, Brilliance and other national automobile companies already have certain R&D capabilities and have their own products in core components such as engines and transmissions.
Furthermore, on certain new technologies, Chinese cars have begun to be on the same starting line with the international advanced level. For example, hydrogen fuel cell vehicle technology, electric vehicle technology, hybrid technology, etc., the country has also introduced some new technologies through the support of the 863 program. At present, Tongji University and Shanghai Jiaotong University have their own hybrid car plans.
In addition, the domestic car's environmental protection, energy conservation, and safety have been qualitatively improved. This is due to the fact that the state’s regulations on environmental protection, energy conservation, and safety have become more and more stringent, thereby promoting the advancement of product technology.
Consumer Environment: From "Limiting Small" to Encouraging Small Displacement
The automobile consumption environment in China five years ago was the focus of criticism from many people. However, many automobile consumption policies are strictly strict and should not be governed by the general manager. For example, restrictions on small-displacement vehicles, high credit risk for cars, excessive fees for buying cars, and unreasonable vehicle prices have severely constrained the development of Chinese cars. At the time, a survey showed that the consumer environment was the main factor affecting the purchase of cars.
In the past five years, the measures taken by the country around the consumption environment have also been the focus of media attention. Lifting restrictions on the restrictions on small-displacement vehicles, opening up auto finance credit business to foreign capital, new traffic laws and regulations, increasing parking fees, and compelling third-party auto insurance all affect the prosperity and decline of the auto market. In particular, lifting the restrictions on small-displacement vehicles has played a fundamental role in the development of small-displacement vehicles. The country’s strengthening of the management of auto loans also cools the tide of loan purchases.
Industry insiders believe that the five years after China's accession to the WTO, the biggest progress of China's autos has been in the improvement of the consumer environment and the formulation of automobile-related policies. Fundamentally speaking, the WTO requires that some regulations of the Chinese government must be in line with international standards. This urges the government to use regulations and policies to guide the healthy development of automobiles, instead of using simple and ruthless administrative orders to manage the development of automobiles. .
Export: WTO's greatest opportunity for Chinese cars
There is no doubt that the current export capacity of Chinese cars is still very weak, but compared with five years ago, there has been considerable progress. According to statistics, during the 19 years from 1980 to 1998, China exported a total of 126,600 vehicles of various types, which is equivalent to only about one-tenth of the import volume of automobile products in China during the same period. In 2005, the export volume of Chinese cars for one year was already close to 173,000, and the export volume exceeded the import volume.
Among these exported cars, commercial vehicles account for 72.7% of the total, and most of the exported countries are economically underdeveloped regions such as Africa, the Middle East, and Southeast Asia. The export volume of cars is very small, and they cannot hit the markets of developed countries. The profit rate of exports is relatively low.
However, no one currently doubts the export capacity of Chinese cars. Companies such as Geely and Chery also placed emphasis on the export of cars. A foreign reporter said that if developed countries can accept Chinese textiles, they will also accept Chinese cars. However, it also believes that China's auto exports have a long way to go.