Dongfeng Commercial Vehicles: Mission Leaders Courageous Expedition


In the past five years, the development environment of Dongfeng Commercial Vehicle Co., Ltd. has undergone tremendous changes: the increase in the national automobile sales volume has stabilized from the past high growth to the present, and the auto market has changed from the competition of domestic car companies to the internationalization of domestic competition. These challenges further inspired Dongfeng Commercial Vehicle Co., Ltd. to face challenges and breakthroughs in reform. From 2009 to 2012, Dongfeng Commercial Vehicle Co., Ltd. had the highest sales of heavy trucks in the domestic industry. After Dongfeng Liuzhou Automobile was detached from Dongfeng Commercial Vehicle Co., Ltd. in 2013, Dongfeng Commercial Vehicle sales ranked second in the domestic industry. At the same time, by 2013, the Dongfeng Commercial Vehicle Powertrain business realized sales revenue of 7.8 billion yuan, and the accessories business realized sales revenue of 1.5 billion yuan.

Going abroad to create an international brand

In the first half of this year, the 375-horsepower Dongfeng Tianlong new model and the 420-horsepower Dongfeng Tianlong model were introduced specifically for the commercial vehicle market in the region. The launch of the new model is one of the initiatives of Dongfeng Commercial Vehicle Co., Ltd. to accelerate the overseas strategic layout and realize the strategic transformation of its overseas business. In the past three years, the sales volume of Dongfeng Commercial Vehicles in Southeast Asia has increased by nearly 8 times.

“The domestic medium- and heavy-duty truck market continues to decline. For overseas commercial vehicles, Dongfeng Commercial Vehicles is not only a strategy to seek business opportunities but also a necessary way to build an international automotive brand.” Huang Gang, General Manager of Dongfeng Commercial Vehicle Co., Ltd. introduced the company's international presence. During the process of development, "China's east wind and the world's east wind" are Dongfeng's business vision, and it is also the only way for Dongfeng Commercial Vehicle Co., Ltd. to develop. There is no mature model for “going to the world” and we can learn from it. We only have to come up with a “road map abroad” that conforms to the actual situation of Dongfeng commercial vehicles.

In recent years, Dongfeng Commercial Vehicles has started projects around overseas strategic layouts. On May 23, 2010, Dongfeng Commercial Vehicle's 80,000-capacity new plant was laid in Maujian District, and the first-phase project produced 40,000 units. This is the largest investment in Dongfeng commercial vehicles in the past 10 years. Huang Gang stated frankly that the positioning of the new factory is not only to increase production capacity, but more importantly to support the global strategy of Dongfeng Commercial Vehicle Co., Ltd. The QCD (quality, cost, and delivery time) of the new factory products has reached the global average level. At the same time, Dongfeng Commercial Vehicle Parts Production Base, which invested 200 million yuan, has also been put into production.

As part of the globalization strategy, Dongfeng Commercial Vehicle puts forward the concept of “ECOLIVE” green ecology at the product level. It uses new materials, new energy, and new designs to provide customers with more valuable comprehensive transportation solutions to achieve energy conservation and emission reductions. aims. At the same time, hybrid, lightweight, and energy recovery technologies are applied to product manufacturing.

Dongfeng Commercial Vehicle Co., Ltd. has initially established a unique marketing approach by deepening its marketing transformation in terms of marketing; in the aspect of brand communication, through the promotion strategy of “one voice and one image”, it has stepped up professionalized propaganda to enhance brand influence. force.

Huang Gang introduced that the overseas business of Dongfeng Commercial Vehicle Co., Ltd. is mainly divided into two parts, one is the vehicle trade and the other is the construction of overseas accessories factories. At present, Dongfeng Commercial Vehicle has built an accessory factory in Iran.

At present, the sales volume of heavy trucks in Dongfeng commercial vehicles ranks first in the domestic market for eight consecutive years, and the total sales volume of Dongfeng commercial vehicles ranks first in the world.

Independent Innovation Lets “Dongfeng” Brand Go Overboard

To go international and make a world appearance, to complete such a magnificent turn, we must support our own innovation. Huang Gang said that the reason why Dongfeng Commercial Vehicles has been able to loathe the industry for many years is that the company has always kept in mind the mission of revitalizing the Chinese auto industry, and has carried out independent innovation and independent development throughout the process of corporate development.

Over the years, Dongfeng Commercial Vehicle Co., Ltd. has formed a good innovation culture. The “Dongfeng” brand has won a number of honors. A large number of innovative achievements on behalf of the Dongfeng level have come to the fore and independent innovation products have been widely recognized by the market and consumers.

In the past five years, Dongfeng Commercial Vehicles continued to strengthen its competitiveness in commodities. The company continued to improve its product structure and successfully launched the D901 model developed for the National IV standard. In terms of new product development, Dongfeng Commercial Vehicle's new generation heavy truck platform D760 (Dongfeng Tianlong Flagship) was successfully released.

In May of this year, the European Journalist Group fully confirmed the comprehensive performance of the Dongfeng Tianlong flagship model in an interview. "Dongfeng Tianlong flagship car is a very useful transportation tool." South African reporter Charleen described the Dongfeng Tianlong flagship car.

According to the person in charge of the Dongfeng Commercial Vehicle R&D Center, the Dongfeng Tianlong flagship car is a model fully developed by Dongfeng Commercial Vehicle Co., Ltd.. For long-distance transportation, on-time delivery, and high attendance market demand, this model is equipped with a newly developed powertrain, cab, and intelligent systems to provide customers with efficient transportation products.

Industry insiders commented that Dongfeng Commercial Vehicle Co., Ltd. is ubiquitous in its new business blueprint.

The employees of Dongfeng Commercial Vehicle Co., Ltd. expressed that the new business process depends on the established R&D system. The continuous growth of a relatively complete and high-end professional talent team in innovation practice determines the extension and expansion of the independent innovation content of Dongfeng Commercial Vehicles.

Huang Gang stated that to realize the business vision of “China's east wind and the world’s east wind”, independent innovation is root and soul.

In the past five years, Dongfeng Commercial Vehicle Co., Ltd. has obtained more than 500 items of national patents, and Dongfeng Tianlong Automobile has been recognized by the State Administration for Industry and Commerce as a national product. Well-known products, Dongfeng Tianjin Motor won the 2010 "China Automotive Industry Science and Technology Progress Award" first prize......

Full value chain reform propped up "the east wind of the world"

Zhou Qinjun is an ordinary employee of Dongfeng Commercial Vehicle Co., Ltd. in the interior workshop of the body factory. Every day at 9 o'clock, he will attend the regular class meeting held by the team on time. If the number of bad products the previous day increases, he will discuss with the colleagues at the regular class meeting and find out why. The Dongfeng Tianlong cab produced by Dongfeng Commercial Vehicle Co., Ltd.'s body factory where Zhou Qinjun is located is a key assembly of Dongfeng Tianlong Automobile. Now the factory is implementing a brand-new management method. The core content of this management method introduced in Nissan is No bad products, no bad products, no bad products.

The new management method of Dongfeng Commercial Vehicle Body Factory is an epitome of Dongfeng Commercial Vehicle Co., Ltd.'s promotion of full value chain management. Huang Gang unabashedly stated: "The promotion of full value chain management is the 'engine' in the internationalization of Dongfeng Commercial Vehicles. "The engine's high efficiency, horsepower is enough, and its stability is good, it has a direct impact on Dongfeng Commercial." The pace of the car to the international market."

When it comes to the enhancement of Dongfeng Commercial Vehicle Co., Ltd.'s full-value chain management, it is impossible to overlook a large-scale joint venture between Dongfeng and Nissan. After the joint venture between Dongfeng and Nissan, Dongfeng Commercial Vehicle introduced Nissan's management method. This management method has brought about many changes to Dongfeng Commercial Vehicle Co., Ltd., a traditional state-owned enterprise with more than 40 years of development history.

Dongfeng Commercial Vehicle Co., Ltd. has achieved a level of management that is in line with international standards by learning from Nissan’s advanced management concepts and methods. Dongfeng Commercial Vehicle Co., Ltd. through the implementation of new management methods, and constantly improve all aspects of the manufacturing sector, the Nissan advanced production management methods into the Dongfeng commercial vehicle manufacturing system. By improving the management level in the manufacturing sector, the quality of Dongfeng Commercial Vehicles has significantly improved.

In the field of management, Dongfeng Commercial Vehicle Co., Ltd. has realized data management and gradually refined its management. In the field of commodity technology, Dongfeng Commercial Vehicles has introduced a new development process for Nissan passenger vehicles and created a new generation of heavy trucks, Dongfeng Tianlong Automobile.

Dongfeng Commercial Vehicle Co., Ltd. deepened the marketing transformation, in which sub-category marketing was the biggest achievement in marketing transformation. Sub-sales marketing is based on the project team as a matrix-type organization and operation system that integrates the project team and functional management. While strengthening the professional division of functions of the department, it also establishes a product-centric product sales project componentization mechanism to achieve business departments and The project components work collaboratively and jointly support the business representative office to carry out regional marketing work.