On the eve of the Shanghai Auto Show, on April 19, Dongfeng Motor Company announced a new round of large-scale Dongfeng Motor Cooperative Strategy at Dongfeng Motor Company's brand launch conference. Dongfeng’s self-determination strategy was reorganized from channel integration into sub-brands.
Compared with the existing autonomous sub-brands “Dongfeng Fengshen†and “Dongfeng Fashionâ€, Zhengzhou Nissan, one of Dongfeng’s own brands, did not fit well with Dongfeng’s own strategy because of its “Nissan†character. In order to smoothly integrate Zhengzhou Nissan’s own brand business , Zhengzhou Nissan released Dongfeng Fashion brand, Dongfeng Fashion brand will include all models and business of Zhengzhou Nissan original Dongfeng brand.
Since then, Dongfeng has independently formed a strategic troika and Dongfeng’s strategic integration has been pushed toward deepwater areas. From the current integration stage, Dongfeng’s integration of independent brands is mainly driven by the integration of sales channels and after-sales services. In fact, the front-end of the industrial chain, including the integration of R&D and procurement, faces significant problems.
When the newspaper chatted with the Dongfeng Motor Company insiders, the person admitted that the difficulties in the integration of R&D and procurement were not a matter that could be resolved in a year or two. How the Troika can better play its role must be integrated in front-end resources.
The current situation is that Dongfeng Fengshen, Dongfeng Popular and Zhengzhou Nissan each invested in R&D, but the overall strength is not very strong. The integration and coordination of R&D resources with Dongfeng Motors headquarters is not enough. Due to the current source of Dongfeng's self-owned brand platform platform comes from foreign auto companies, such as Dongfeng Fengshen's model parts procurement from Elysee platform is mainly from Shenlong Motors, A60 from Xuanyi platform's procurement comes from Dongfeng Nissan, and Zhengzhou Nissan’s parts procurement also has Some of them are from Shenlong and Nissan. Dongfeng's popular purchasing channels are independent.
The above-mentioned insiders of Dongfeng Motor pointed out that the platform production determines the procurement of parts and components. If the procurement is to be managed in a unified manner, the three sub-brand models must be shared on the platform technology. This main parent company provides powerful platform technical support.
To this end, Dongfeng Motor Company plans to invest 15 billion yuan by 2020 to enter its own brand vehicle technology research and development. It is expected that platform products will be launched in the next three years, gradually applied to Dongfeng Fengshen, Dongfeng Fashion and Dongfeng Fashion, respectively to the three major sub-brands. The product.
It is understood that the Dongfeng Motor Group R&D center is still located in Wuhan. How to gather outstanding talents and stand at the highest point of the industrial chain to develop future automotive technology is a problem they face.
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