Rebirth 99 to become a car giant

Daystar Technology officially announced the number of launches in 2015, which can be regarded as the prelude to the Nanshan Group's official announcement of excellent results in 2015.

As a company founded in the Nanshan Group, Nanshan Automobile Group is naturally not to be left behind.

On January 1, 2016, Xingchen Motors, Jaguar Land Rover, and Future Motors all officially announced their sales data for last year.

Xingchen Motors’ global sales last year were 980,000 units, just a small step away from 1 million.

Not surprisingly, this year it achieved a breakthrough, directly reaching 1.22 million units, becoming a luxury brand with great global influence.

Jaguar Land Rover's global sales last year were more than 600,000 vehicles. Thanks to the rapid growth of the Chinese market, global sales this year have soared to 780,000 vehicles. It can be said that completing the mid- to long-term goal of 1 million vehicles is just around the corner.

Future cars are also blooming all over the world. Even in Japan, where Chinese car brands have no presence, more than 10,000 cars were sold last year.

The global sales of Future Cars reached 430,000 units last year, an increase greater than that of Xingchen Motors and Jaguar Land Rover.

The combined sales of the three companies have reached 2.43 million vehicles. This level has already entered the top 10 global car sales, and surpassed BMW to become the eighth-largest car company in sales.

"Mr. Cao, even if we do not count the sales of Nanshan Engine, Nanshan Transmission and Nanshan Auto Parts Group, our Nanshan Automobile Group has surpassed Toyota Motor and Volkswagen and has become the world's largest automobile group in terms of revenue."

"I think this news can be well publicized so that everyone can have a deeper understanding of Nanshan Automobile Group."

"At this stage of development, we no longer need to hide our capabilities and bide our time, but we need to let everyone know our light."

Zeng Tingting was very active in proposing the next step of publicity ideas to Cao Yang.

Companies in the Nanshan system have basically lost their limelight to Honor Technology and Venus Technology in the past two years.

Nanshan Automobile Group, which started as a company, has not changed much in popularity.

Zeng Tingting felt that this situation needed to be changed.

In this regard, Cao Yang also felt that it made sense.

"You should communicate well with Autohome on how to promote it. Since you want to promote the topic of being No. 1 in the world, then promote it well."

"China's automobile industry is now completely on the rise. Whether it is our group or other independent brands, everyone's performance is completely different from ten years ago."

"I think Spring City Motor Group and Xifeng Motor Group will be very interested in taking this opportunity to work with China TV to make a documentary to promote the development history of China's automobile industry."

Either don’t do it, or do your best if you do it.

Since you have planned to stand in front of the stage completely, there is nothing to be polite about.

"No problem, I will go directly to the car home later and have a good communication with Mr. Yu."

Zeng Tingting definitely does not need to discuss the details with Cao Yang. What she needs is to determine the direction of her efforts.

After all, choice is more important than hard work. If you go in the wrong direction, there is no point in working hard.

At the same time that Nanshan Automobile Group officially announced its sales volume, the sales volume of Nanshan Hongqi has also been announced.

"Mr. Cao, Nanshan Hongqi's global sales this year reached 1.08 million vehicles, of which exports accounted for 16%. This result is better than what we expected last year."

Zhu Zhengfeng is in a very good mood now. Nanshan Hongqi has finally become an independent brand car company with sales exceeding 1 million units. This achievement is hard-won.

Chery, Geely and BYD have all reached the threshold of 1 million vehicles before, but they have fallen back in the past two years. This year's sales are not as good as Nanshan Hongqi.

That is to say, Changan Automobile can still beat Nanshan Hongqi.

"The global automobile market has great potential. Whether it is Toyota, Volkswagen, General Motors and Hyundai-Kia Motors, their overseas sales exceed 50%."

"Several brands under Nanshan Automobile Group are almost in the same situation."

As long as Nanshan Hongqi can achieve 50% of the overall export sales, then I think it is entirely possible for the final sales to reach 3 million vehicles. "

"By then, Nanshan Hongqi will also become one of the top 10 brands in the world."

As soon as Cao Yang's pie was drawn, Zhu Zhengfeng became even more motivated.

He plans to visit relevant departments again after the new year, and take a trip abroad to visit various embassies.

Various products of Nanshan Hongqi need further development in overseas markets.

However, Zhu Zhengfeng was excited, while Great Wall, Chery and BYD were a little depressed.

"Mr. Wang, in the current fierce automobile market, it is actually not easy for us to maintain the current sales volume."

As the sales director of Great Wall Motors, Lian Furong felt it was necessary to explain his efforts.

Just because Great Wall Motor's sales in 2015 dropped by one point from 2014 does not mean that the sales department is not working hard.

"Liao Lian, of course I understand what you said, but the board of directors must understand it."

"The boss's daughter will return from studying abroad soon, and she will definitely join the group by then."

"I heard she's very dissatisfied with a lot of what we're doing now."

"If the performance is good, then there is nothing to worry about."

"It just so happens that the current performance is not very satisfactory. It will probably be more troublesome in the future."

As general manager, Wang Ying needs to consider many things.

She had a vague feeling that it was not that long before she left Great Wall Motors, which she had worked hard for for more than 20 years.

In particular, the domestic automobile market is changing very rapidly, and competition is becoming increasingly fierce.

In this case, it will definitely not work without making some changes.

But we cannot change for the sake of change. How to grasp this degree is worthy of careful consideration.

"In China, the sales of several car companies that are particularly close to the Nanshan Group are continuing to increase, while the sales of others are more or less declining, or the growth rate is limited."

"How about we simply turn to Nanshan Automobile Group and learn from Changan Automobile and Nanshan Hongqi?"

As soon as Lian Furong's proposal was raised, Wang Ying immediately shook his head and said: "The situation is different. Nanshan Hongqi has shares in Nanshan Automobile Group, while Changan Automobile owns the engine, gearbox, and three electric vehicles. All core parts and components are produced by Nanshan Automobile Group.”

"It can be said that the two of them are affiliated companies of Nanshan Automobile Group to a certain extent."

"But what about us?"

"Very early on, we obtained authorization from Nanshan Engine to develop our own engine."

"Among the models sold last year, 80% of the models were produced by our own engines, and only 20% were purchased from Nanshan Engine."

"We even started to produce part of the gearbox ourselves."

"Unless we completely abandon these businesses, we will never be able to achieve the same status as Changan Automobile with Nanshan Automobile Group."

Wang Ying looks at the problem more thoroughly and knows what the strengths and weaknesses of Great Wall Motors are.

These changes are not easy to change.

"If we don't follow the lead of Nanshan Hongqi and Changan Automobile, if we want to increase sales, we need to consider launching more brands and models."

"Otherwise, it may be difficult to achieve a significant increase in sales by relying on current models alone."

Lian Furong's words naturally make some sense.

But Wang Ying was a little hesitant.

Because adding more models means increasing development costs and other costs.

If the final sales volume does not increase, the situation faced by Great Wall Motors will worsen.

"I'll discuss it with my boss and see what the next step should be."

Regarding future development strategies, Wang Ying certainly cannot make the decision on his own.

Discuss more and report more.

There's certainly no harm in that.

The same thing happened to Chery and Geely.

Everyone began to take various countermeasures one after another in order to change their unfavorable situation.

Competition in China's automobile market can be said to be increasingly fierce.

"Mr. Cao, we analyzed the data of various car companies last year. In 2015, the penetration rate of new energy vehicles reached 12%, and the growth rate is very fast."

"According to our estimates, the proportion of new energy vehicles this year can exceed 15%, or even reach 20%."

"Both Nanshan Auto Parts and Nanshan Batteries need to further prepare for capacity expansion."

As the general manager of Autohome, Yu Yu naturally wanted to find opportunities to report to Cao Yang in various ways.

Otherwise, Cao Yang, who doesn't even care much about Nanshan Automobile Group's affairs, would definitely not take the initiative to ask about Autohome's affairs.

"I heard that BYD is betting all its money on new energy vehicles. Almost all new models launched in the future will be plug-in hybrid and electric versions?"

In the field of new energy vehicles, there is only one competitor that Cao Yang values ​​​​and that is BYD, which has close relations with Nanshan Group companies.

Although I am not worried about BYD surpassing itself, we must pay attention to their changes to avoid adverse effects on Nanshan Automobile Group.

"Yes, the new models they have put into production since 2016 no longer have pure fuel versions."

"Of course, existing fuel vehicles are expected to continue to be sold until around 2018 or 2019."

"It's just that the new model will not be launched with a fuel version."

Yu Yu deals with various automobile OEMs and suppliers every day, and is very aware of the movements of various OEMs in the industry.

"This can also be regarded as a choice for overtaking in corners. If the penetration rate of new energy vehicles really reaches 20% this year, then BYD's choice is very correct."

"It is estimated that BYD's sales will usher in a period of rapid growth in the future, and Changan Automobile and Nanshan Hongqi may not be able to match it."

"Unless they can adjust their rhythm as quickly as possible."

When Cao Yang said this, although Yu Yu didn't quite believe it, he nodded.

Whatever the boss says is whatever it is!

This is a quality that a mature and smooth workplace person must possess.

Otherwise, it will be easy to lose the position under your buttocks.

Naturally, the Nanshan Automobile Group has already realized what Cao Yang meant.

Except for Xingchen Motors and Jaguar Land Rover, which focus on the global market, they have not made efforts in electric vehicles. Other Nanshan Transmission and Nanshan Engine are adjusting some of their production line layouts.

The gearbox used in PHEV is different from that used in fuel vehicles.

If the sales of PHEV models increase rapidly, then the production capacity of Nanshan gearbox is likely to have problems.

At the same time, the production of engines is similar.

Even Nanshan Battery is appropriately adjusting its production line layout to free up part of the BEV battery production capacity for PHEV batteries.

Some people think that the difference between BEV, PHEV and FHEV batteries is only the difference in power.

In fact, the difference in power is just a result, not the main difference between the three batteries.

BEV batteries are energy-type batteries, and their main function is to store power to power the car.

FHEV batteries are power-type batteries, and their main function is to cooperate with the engine to intervene in power output when additional power is needed.

PHEV is between the two, and both energy and power need to be considered at the same time.

Due to different functions, the ratio, process and material usage of the battery cells are different.

For example, the compaction density of the positive and negative electrodes of the FHEV battery cells is required to be higher because it needs to be charged and discharged frequently.

There are many other differences.

These things will make the production line impossible to be universal, and it needs to be laid out in advance.

Why did the battery supply once exceed the demand around 21 years later?

In addition to the fact that the development speed of electric vehicles is a bit beyond everyone's imagination, the unreasonable distribution of production lines is also one of the reasons.

But later, there was an overcorrection phenomenon, and various battery manufacturers were frantically expanding their production capacity.

In addition to making battery equipment manufacturers earn a lot of money, a very bad result is overcapacity.

The increase in domestic electric vehicles cannot keep up with the increase in battery production.

In this way, the situation is very troublesome.

Many battery manufacturers have begun to fall into a loss situation.

Even the days of the industry leader will become less comfortable.

In this situation, if Nanshan Battery responds in advance, it will be able to deal with it with ease.

There will be no shortage of supply or overcapacity.

No matter which one it is, it is a very uncomfortable thing for manufacturers.

"Mr. Cao, the meeting at Honor Technology is about to start, and we can almost go."

These two days, I was busy listening to the relevant matters of Nanshan Automobile Group, and Honor Technology was also sorting out various global sales data.

Now that the annual summary and this year's plan have come out, it is natural to report to Cao Yang.

"Let's go and listen to President Xia's excellent achievements."

Cao Yang is full of expectations for Honor Technology, the company that can make the most money.

Although other companies can also make money, they also spend a lot of money.

In order to maintain sufficient cash flow, the contribution of Honor Technology is very important.