"Shiyan Weekly" reporter Xia Weijun special written writer Dong Liyong

On May 22, 2005, the first Dongfeng Xiaokang was listed. On May 23, 2010, the 500,000th Dongfeng Xiaokang was offline. In 2009, Dongfeng Xiaokang produced and sold 200,000 vehicles, ranking among the top three in China's micro-vehicle industry, with a market share of more than 10%.

The capacity increase of Dongfeng Chunan Vehicle Co., Ltd. is fast.

Government and enterprise co-construction

On June 27, 2003, Dongfeng Luan Automobile Co., Ltd., established by Dongfeng Automobile Co., Ltd., Dongfeng Industrial Co., Ltd. and Chongqing Panan Innovation Technology (Group) Co., Ltd., was officially incorporated in the Shiyan Economic Development Zone. "Dongfeng Xiaokang" is a series of miniature passenger and cargo vehicles.

Secretary of the Municipal Party Committee Chen Tianhui commented: “This is a new model for corporate cooperation. With the full support of the municipal party committee and the municipal government, Dongfeng Junan has created a new model for vehicle production speed, quality, safety and supporting, and explored an integrated automotive resource. New ways to achieve diversity and differentiated development."

"Dongfeng Xiaokang" has taken an important step in perfecting the product chain since the launch of Dongfeng Xiaokang, not only filling the gap in the mini vehicle market of Dongfeng Motor Group, marking the further improvement of Dongfeng Group's series models, but also heralding the Dongfeng Group. Formally enter the mini-car market.

Some commentators stated that Dongfeng Luan formed a joint venture between state-owned enterprises and private enterprises, which provided valuable experience for the structural reform of the Chinese automobile industry. The complementarity between private and state-owned enterprises is reflected in the fact that Lu'an Group has fast decision-making, fast implementation, and quick improvement, while Dongfeng Company has strong strength, brand name, and strong technical backing.

On a global scale, automobile emission standards have become increasingly stringent. Countries including large international companies in automobile manufacturing have given full recognition to mini vehicles and various policy incentives and preferential treatment. Dongfeng Chunan saw the opportunity to launch a brand new model of minivans, minivans, mini-vans, multi-function vehicles and other products with completely independent intellectual property rights and accurate market positioning. Its mini-car product line has a displacement of 1.1 liters. Up to 1.3 liters, the design concept is "cheap, safe, low fuel consumption, low emission, multi-function", with its stylish and beautiful "external" advantage and practical, green, low fuel consumption "inside "Advantages, to meet the needs of ordinary consumers in various countries, and strive to make Dongfeng Xiaokang the most practical and affordable minicar in the market.

Zhang Xinghai, general manager of Dongfeng Junan Vehicle Co., Ltd., said: “Quality is life, cost is vitality, and new products are vitality. With these, only Dongfeng Xiaokang’s production and sales speed can be achieved.”

At present, more than 60 countries and regions around the world can see the beautiful appearance of Dongfeng Xiaokang.

Pang Hai, executive deputy general manager of Dongfeng Junan Automobile Sales Co., Ltd., analyzed the reasons for the rapid development of Dongfeng Xiaokang at the sales level. Among them were: good governance, efficient marketing; focusing on mini cars, pursuing excellence; segmenting markets and expanding urban and rural areas.

Dongfeng Junan focuses on the secondary (prefecture-level), tertiary (prefecture-level) markets, and follows the marketing route of “encircling the cities in rural areas”. In terms of network development, it adopted the principle of horizontal expansion and vertical in-depth, adopted intensive cultivation, deepened management methods, quickly established a complete network of channels, and completed the market layout. Within two years, more than 500 professional and loyal sales networks (now more than 600) have been established, and more than 800 service networks have been established. The sales and service network covers all prefecture-level cities in the country and some relatively developed counties. In the region, Dongfeng Junan has paid special attention to extending the after-sales service network to the county-level region in recent years to solve the worries of users in the third-level market.

On October 16, 2007, Dongfeng Xiaokang Automobile Co., Ltd. became the first brand in China's micro-car industry to have passed the EU national technical standards certification. This means that Dongfeng Xiaokang is the first in the micro-vehicle industry in China to obtain a pass to enter the European high-standard market threshold, which means that Dongfeng Xiaokang can enter the EU national market and the national market that recognizes European standards.
On September 9, 2008, “Dongfeng Xiaokang mobilized more than 2,000 vehicles for export to the EU market” was held. This was one of the orders for Dongfeng Xiaokang micro-car series products to enter the European standard market Turkey. At this time, Dongfeng Xiaokang was marketing in overseas markets. The service network has radiated to more than 60 countries and regions.

Good policy

Since the winter of 2008, Dongfeng Xiaokang has sold more than 500 vehicles a day and sold out in several provinces and regions including Shandong and Henan. The central government has promoted domestic policies and supported the development of the automobile industry. In particular, the preferential measures that the country has given priority to the development of small-displacement vehicles have given Dongfeng Xiaokang wings to take off.

Good policies include the reduction of passenger vehicle purchase tax. From January 20 to December 31, 2009 (after an extension), vehicle purchase tax will be levied at 5% on small-displacement passenger vehicles of 1.6 liters and below.

Carry out "automobiles going to the countryside" and arrange 5 billion yuan in additional central investment: From March 1, 2009 to December 31, 2009, farmers will buy mini-buses with a displacement of 1.3 liters and below, and three If a wheeled vehicle or a low-speed truck is scrapped and replaced with a light truck, a one-time financial subsidy will be given. Later, the policy on car-to-country and the policy to reduce the purchase tax on vehicles with small-capacity passenger cars of 1.6 liters or less was extended to 31 December 2010.

The national “three-agriculture policy” has also played a significant role in boosting the demand for mini-vehicles. In the construction of new rural areas, the vast rural market has increased the use of microbus-type passengers, and the construction of “village-village” highways has also led the Dongfeng Xiaokang to ride in the countryside. Provide a broader world.

He Guopeng, executive vice president of Dongfeng Junan, recalled that Dongfeng Junan lacks funds, lacks products, lacks brand, and has no shortage of market to accelerate its development. From January to February 2009, dealers bought Dongfeng Xiaokang, but the company still owes 5,000 vehicles each month. In March, the market demanded 20,000 vehicles. The company took “people to rest, the production line does not rest” approach to work overtime. With the increase of production, only 14,000 vehicles can be completed, and 6000 vehicles are still owed. This shows that the existing production capacity of the company is obviously incompatible with the situation of accelerating development, and energy expansion is imperative.

Continue to expand, is a top priority

In the face of excellent opportunities, Dongfeng Luan, the board of directors - resolution: on the one hand, production, one on hand to expand capacity, and strive to produce, expand energy and double harvest.

In January 2008, the main leaders of the Municipal Party Committee, the Municipal Government and the Shiyan Economic Development Zone negotiated with senior executives of Dongfeng Motor Company, Dongfeng Industrial Company and Dongfeng Yuan Vehicle Co., Ltd. for many times, and finally contributed to Dongfeng Junan Company's “Dongfeng Xiaokang” 100,000. The automobile capacity expansion project was settled in the Shiyan Economic Development Zone and was synchronized with the original 100,000 consolidated construction projects. The project was named Dongfeng Luan Industrial Park (ie, Shiyan No. 2 Plant of Dongfeng Luan Vehicle Co., Ltd.).

On February 1, 2009, construction of the Dongfeng Luan Industrial Park was fully started. The Municipal Party Committee, the municipal government, and the Shiyan Economic Development Zone attached great importance to it. The project was declared as a key industrial project in Hubei Province and Shiyan City in 2009 and accelerated. The municipal party committee, the municipal government, and the Shiyan Economic Development Zone have done a good job in coordinating services.

On the morning of June 8, 2009, Dongfeng Junan Vehicle Co., Ltd. laid 100,000 “Dongfeng Xiaokang” mini-vehicles expansion capacity building projects in Shifeng Economic Development Zone Dongfeng Luan Industrial Park, and will form an additional 100,000 vehicles in 2010. Capacity, the production capacity of four major product series and five major categories totaling 200,000 units within two years will enable Dongfeng Junan's production and sales capacity at Shiyan base to reach more than 300,000 units.

In addition, Zhao'an is building more than 500 mu of land for the construction of new plant expansion projects near Dongfeng Luan Industrial Park, attracting the core suppliers of Lu'an to build a satellite plant for the entire vehicle in order to reduce logistics costs and achieve Win-win.

Dongfeng Xiaokang has already formed the “Year 315 Development Target” for the second five-year plan (2009-2013), achieved a market share of 30% in the second five-year plan, pursued 1 million-level development target, and achieved annual production and sales volume. More than 50% year-on-year growth.
View related topics: Dongfeng Xiaokang - driving the wind to Ben Xiaokang


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