The Standing Committee of the Liaoning Provincial Commission for Discipline Inspection studied and reported to the provincial party committee for approval, and decided to give Qi Yumin expulsion from the party. Among the nine suspected crimes reported, "Brilliance Group falsely reported the crime of dereliction of duty; Abuse of power has caused serious losses to state-owned companies and great losses to national interests. In particular, it points out Qi Yumin's fault in taking charge of Brilliance on 13.
Of course, we have no right or qualification to evaluate Qi Yumin's merits and demerits. It is always embarrassing to see a car company go from glory to failure. During an avalanche, not a snowflake is innocent. The reason why Brilliance has come to this day is very complicated, and it is not clear in one or two sentences. Next, let's briefly talk about the past of Brilliance Auto under Qi Yumin from the product line dimension.
According to the data, when Qi Yumin was transferred to Brilliance as Party Secretary and Chairman at the end of February, 2005, Brilliance had accumulated losses of nearly 8 billion yuan, and suppliers owed 65,438 billion yuan. After five days in office, he got a loan of 700 million yuan to ease his predicament. It is reported that Qi Yumin spent 10 minutes at a press conference to make a marketing strategy decision, that is, to announce the official price reduction of his models. For example, China Zunchi, which sold more than 200,000 in that year, dropped by 40,000 at the highest. At the same time, Brilliance China accelerated the launch of new products, for example, China Jie Jun rolled off the production line two months in advance.
In 2006, the automobile market was in the development stage, and the scarcity of models and high price were obvious market characteristics. The measures taken by Brilliance on the supply side have achieved immediate results. In 2006, Zunchi and Jie Jun sold 58,000 vehicles, up 54.5% year-on-year, covering 800,000-200,000 yuan market. This was an impressive achievement at that time, and made Brilliance China once become the benchmark of China brand passenger cars. Also in 2006, with the sales of Jinbei and other brand models, the sales volume of Brilliance Auto exceeded 200,000, up by 765,438+0.4% year-on-year, which helped Brilliance get out of the predicament in 2005.
In the special market environment and special enterprise transformation period, Brilliance Auto's bold official demotion strategy is a classic case. In the following ten years, the domestic automobile market also set off several rounds of official decline. I don't know if it is also affected by the official decline of Brilliance. If you are interested, you can check it out, so there is not much research here.
Subsequently, with the profit output of BMW Brilliance and the continuous sales of Jinbei in the light vehicle market, Brilliance began a relaxed and happy few years. In recent years, China, the independent department of Brilliance, has also launched China Jie Jun FSV, China Jie Jun FRV and China Jie Jun Cross around Jiejun. When the domestic SUV market has not yet risen, the series of Brilliance China Jiejun can be called a god-like existence.
First of all, the product portfolio is diverse and reasonable, including cars, station wagons and cross-border, covering almost all market segments; Secondly, the sales performance has reached a new height of China brand passenger cars.
Taking 2009 as an example, the sales volume of Brilliance China Jie Jun series exceeded 65,438+10,000 vehicles, while Chery A3, the iconic China brand car that was listed for more than one year at that time, only sold nearly 60,000 vehicles; As for Emgrand, which went public that year and became famous many years later, it only sold 10,000 vehicles that year.
Until 20 10, Brilliance has always been the highlight of Jiejun. In that year, Jie Jun series sold more than 654.38+0.5 million cars. However, 20 10 is also a turning point of Brilliance China, or rather, a turning point of Brilliance China in the automotive field.
20 1 1, the third generation model of Brilliance China, China H530, went on sale. The name of this new car is a sideline of BMW, which was designed by Pininfarina, one of the world's top automobile design studios, but it is also inextricably linked with China Jie Jun series. First, the price of China H530 and China Jie Jun series crosses, forming the same door competition; Second, although the platforms of the two types of vehicles are different and the chassis structure is similar, the latter does not have much product strength improvement in essence. So that within two years after H530 was listed in China, its sales volume was still not as high as that of Jie Jun in earlier years.
Since then, although H series has continuously introduced new cars, such as H330, H320 and H230. , but continue to make up for Jie Jun series lost part of the share due to outdated products, while continuing to compete with Jie Jun series. Under the condition that the product itself has not been significantly improved, the sales volume of Brilliance China has been declining under the combination of Jie Jun series H series cars. By 20 17, the cumulative sales volume is about 75,000 vehicles, less than half of the level in 20 10.
At the same time, the price of Brilliance China brand has dropped from100000 yuan or even 200000 yuan in Zunchi and Jie Jun era to100000 yuan or even 50000 yuan. We can't say that the price determines the level of the brand, but the price can measure the premium ability of the brand and reflect the brand image. Brilliance, who was left out in the cold earlier, has fallen from the altar since its official fall in 2006.
Of course, it's not that Brilliance China doesn't want to raise the price in the process. For example, based on H530, the price once rose to 654.38+ten thousand yuan. However, after 20 1 1, China brand passenger cars such as Chery, Geely, Changan and SAIC began to rise, and the competitiveness of subsequent H series products of Brilliance China was no longer outstanding.
Behind this, Brilliance began to invest in product research and development with completely independent intellectual property rights through capital operation in Yang Rong era, but the follow-up did not continue. Qi Yumin once said: "I dream of a product whose chassis is adjusted by Porsche;" Its appearance, interior and exterior are all made in Italy; Its engine is in cooperation with BMW. As soon as the three resources are integrated, does the good car come out? "
However, can we integrate our core competitiveness by integrating resources? No, so far, this self-developed knowledge has not been adopted by any influential car company. Without independent R&D investment with core competitiveness, Brilliance China laid the foundation for the subsequent decline.
In addition to the layout of cars, Brilliance China has actually caught up with the wave of domestic SUVs. 20 1 1 At the end of the year, Brilliance China launched China V5, an urban SUV that continues the edge of BMW. In the third year after listing, the sales volume exceeded 70 thousand, reaching the peak, but then the sales volume halved to disappear. It was not until the launch of another Chinese V3 with a lower positioning that Brilliance China broke through the annual sales of 654.38+10,000 vehicles in the SUV market in 20 15 and 20 16.
However, this does not explain how good Brilliance Zhonghua's SUV is. Because 20 15 and 20 16 were the years of rapid growth in the domestic SUV market, Brilliance Zhonghua SUV benefited from the increase in market demand, but it was a bargain. Brilliance V5, which has been listed for more than two years, and Brilliance V3, which needs lower prices in the future, support sales, which shows to some extent that the product strength of Brilliance SUV is not recognized by the market.
As a result, Brilliance China, who had lost all his money, went on to introduce Chinese V6 and Chinese V7, both of which were ignored. The result is that there is no core autonomy R&; With the strength of D, Brilliance led her from the failure in the car field to the SUV field that should have had the opportunity.
At the same time, in 20 15, Brilliance also launched a brand-new high-end brand-Huasong, and listed MPV Huasong 7, with a price of 237,700-287,700 yuan. This MPV, which is said to cost more than 20 billion yuan, was jointly designed by Brilliance, Magna and BMW Group Designworks. In addition to the first year of listing, only more than 65,438+00,000 vehicles were sold, and they were in trouble. Among them, the sales volume is contributed by Huasong Leasing Company under Brilliance.
Not to mention, is it too much to develop an MPV of more than 20 billion? Let's just say that this decision to enter the high-end MPV market has undergone a rigorous market feasibility analysis? In addition to claiming to use BMW engines again and bind BMW, what is left of Brilliance's independent research and development? Finally, in 20 17, Huasong brand was transferred to Renault Brilliance.
On the other hand, Jinbei, which bought Toyota technology earlier and produced Sea Lion series and guided the domestic light passenger market for many years, gradually declined because there was no new technical reserve. 2065438+July 2007, brilliance jinbei, heavily in debt, sold 49% of its shares to Renault at the price of 1 yuan, expecting Renault to launch a commercial vehicle that sells well in the European market to replace the Jinbei model that lost its market due to outdated technology.
However, Brilliance predicts that the idea of exchanging market for market technology will fail again. In recent years, Renault Brilliance has not attracted new cars, but set foot in Sino-French joint ventures, further worsening the market performance of Jinbei. The data shows that in 2020, the sales volume in Renault Brilliance was only 23,000, down 42.8% year-on-year.
As the saying goes, it takes hard work to strike while the iron is hot. Brilliance without core strength has become powerless in front of BMW Brilliance, a cash cow. It is reported that since Qi Yumin took charge of Brilliance, the actual control rights of BMW Brilliance's financial, administrative, sales, marketing, public relations and other departments have all fallen into BMW's hands, and Brilliance has become a subsidiary role. However, BMW is not the good kind.
It's 20 18, and BMW Brilliance became the first car company to change the share ratio of Sino-foreign joint ventures from 50:50 to 25:75 shortly after the release of the share ratio policy. In the interview at that time, Qi Yumin said: "Brilliance sold 35 billion yuan (RMB) for this 25% stake; BMW Brilliance once again received an investment of 3 billion euros (only the first phase of the project). The joint venture company develops the third factory; Center D and BMW X5 introduced to China are among them. "
However, is this really the case? Today, the share price of Brilliance China has fallen by nearly 70% compared with the high point of 20 18; As for the rest, we don't judge much. However, it should be pointed out that Brilliance has entered bankruptcy and reorganization, and it is really hard to say where to go in the future. However, the development of Brilliance and its cooperation case with foreign brands should be of reference significance to other China brand cars.
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