Figure | Source Network
As the first passenger car joint venture company established by Toyota in China, FAW Toyota has been the image of "Big Brother" in front of GAC Toyota for many years. However, with the rapid sales growth of GAC Toyota approaching FAW Toyota in recent years, the status of "Big Brother" is becoming more and more unstable. At the critical moment, the Chinese and foreign shareholders behind FAW-Toyota took the initiative to arrange FAW-Toyota to incorporate many "younger brothers" of the FAW-Toyota joint venture company, and helped FAW-Toyota to practice its internal strength through measures such as integration of production and marketing.
On April 27th, China FAW, Japanese Toyota and Toyota Motor (China) Investment Co., Ltd. released news in their respective official website, announcing that Tianjin FAW Toyota will be the umbrella enterprise of FAW Toyota system, and other vehicle and engine enterprises of FAW Toyota will be incorporated into their wholly-owned subsidiaries.
An executive of FAW Toyota told Che Yi: "This reorganization of management mechanism will straighten out the unification of many joint ventures of FAW Toyota, integrate production and sales, straighten out the asset relationship and management structure, and improve the management level and operational efficiency of enterprises. This adjustment is also based on the efficiency target of 654.38+00,000 Toyota vehicles with 20,000 people, with an average of 50 vehicles per year. This is a summary of Toyota's many years of practical experience. "
Another executive, who did not want to be named, said that the reorganization and integration was driven by both internal factors and external factors such as new energy and fuel limit.
According to official sources, Sichuan FAW Toyota Motor Co., Ltd. (hereinafter referred to as "SFTM Chengdu"), Changchun Yue Feng Company (hereinafter referred to as "SFTM Changchun"), Tianjin FAW Toyota Engine Co., Ltd. (hereinafter referred to as "TFTE"), FAW Toyota (Changchun) Engine Co., Ltd. (hereinafter referred to as "FTCE") and other joint ventures established by FAW and Toyota will be collectively owned by Tianjin FAW Toyota Motor Co., Ltd.
In addition, FAW Toyota Technology Development Co., Ltd. (FTRD) will also take this opportunity to become a wholly-owned subsidiary of TFTM. The sales company of FAW and Toyota, namely FAW Toyota Automobile Sales Co., Ltd. (FTMS), has not changed in terms of capital, but in terms of specific business, it will realize management integration by reporting to TFTM to establish a system that runs through development, production and sales.
To put it simply, Sichuan FAW Toyota, which is famous for its high-end official vehicles such as Kauste, Changchun Yue Feng, which is famous for its Toyota Land Cruiser, and a series of joint venture subsidiaries such as engines and technology research and development jointly invested by FAW and Toyota, were originally equivalent to FAW Toyota, and will all become subsidiaries of FAW Toyota in the future, and their sales will also be managed by FAW Toyota Sales Company.
According to the official information released by FAW Toyota, the reorganization and integration of several joint ventures between FAW and Toyota were confirmed as early as two years ago. According to the framework agreement signed by shareholders in 20 17, Yifeng system integration was started in early 20 18, and it is planned to be implemented in two steps. The first step is management integration, and the second step is asset integration. 2065 438+08-2065 438+09 realized management integration in product planning, marketing and daily operation management.
In terms of asset integration, Toyota and China FAW passed the board review on April 3 and April 22, 2020, respectively. Recently, the decision of the board of directors of FAW Toyota has also started, and the internal approval has been basically completed. Before the official announcement, on the afternoon of April 24, FAW Toyota held a kick-off meeting on system asset integration practice.
As for the purpose of this reorganization and integration, the official press release said that TFTM can achieve the best production system, improve the efficiency of resources and strategies, and then enhance competitiveness to cope with the rapidly changing market environment in China. In addition, the reporting process will be clearer, and efforts will be made to strengthen enterprise management and speed up decision-making.
Insiders of the company also expressed similar views on Cheyi. "This is Toyota's adjustment based on the efficiency targets of 20,000 people, 1 10,000 vehicles and 50 vehicles per year. Without integration and reorganization, every company must have redundant staff. Integration and reorganization can not only reduce redundant staff, but also rationalize management and speed up decision-making. " An executive said.
Another executive admitted to Che Yizhi that Yifeng was gradually surpassed by Guangfeng. On the surface, there is a gap between sales volume and product structure; At the meso level, it is the gap between enterprise operation efficiency and management level; At a deeper level, it is a cooperative relationship between shareholders. In addition, "new energy and fuel restriction points are also a major reason for integration".
According to industry public information, FAW Toyota, established in 2000, has more than12,000 employees, while GAC Toyota, established in 2004, has 5,500 employees. The number of employees in Yifeng is twice that in Guangfeng, and the sales of the two car companies in 20 19 are very close. It goes without saying who is more efficient in operation.
In recent years, in the list of double points published by the Ministry of Industry and Information Technology, Sichuan FAW Toyota has been a big negative point. After the integration with FAW-Toyota, with the accelerated electrification transformation of FAW-Toyota in the future, the double integral problem can be better solved.
Judging from the sales volume in recent years, GAC Toyota has full stamina and is approaching the "big brother" FAW Toyota step by step: in 20 19, FAW Toyota sold 738,000 vehicles, a slight increase of 2% year-on-year, and GAC Toyota * * * sold 682,000 vehicles, a big increase of18% year-on-year; In 20 18, FAW Toyota sold 720,000 vehicles, a slight increase of 2% year-on-year, while GAC Toyota sold 580,300 vehicles, a substantial increase of 32% year-on-year. In 20 17, FAW Toyota sold 693,000 vehicles, up 5.2% year-on-year; GAC Toyota sold 440,390 vehicles, a slight increase of 0.7%.
Before 20 17, "Big Brother" FAW Toyota was far ahead of its younger brother GAC Toyota. However, starting from 20 18, GAC Toyota took off for the second time with the launch of a new generation of products under the framework of Toyota Honeycomb TNGA. A new generation of products using cellular TNGA architecture system is also introduced. SUV was led by FAW Toyota, but FAW Toyota failed to achieve rapid sales growth.
According to the original plan, FAW Toyota will turn into offensive sales during 20 15-20 16, and enter a new offensive period and leap period. But in the end, the sales volume of 20 18 and 20 19 only increased slightly for two consecutive years.
What is more serious than the sluggish sales volume is that FAW Toyota has a richer product line but cannot sell GAC Toyota. The field of high-end cars has lost many times, and many high-end cars such as Reiz, Crown, Prado and Land Cruiser have poor sales or even stopped production. 20 19 faw Toyota finally pulled back a game in the field of high-end cars after launching the Asian dragon.
However, unlike many popular models with monthly sales exceeding 10,000 yuan, FAW Toyota's sales are unbalanced and heavily dependent on a few star models. In 20 19, the cumulative annual sales volume of Corolla was 357,800 vehicles, accounting for half of the annual sales volume of FAW Toyota, reaching 48.5%. There are even sharp comments from the media. Without Corolla, FAW Toyota would not be a second-tier brand like Mazda.
As the above-mentioned internal executives analyzed, behind the performance gap between products and sales volume is the problem of internal management and communication and cooperation between shareholders.
Some media disclosed that Toyota was dissatisfied with the redundancy and inefficiency of joint ventures such as FAW Toyota and protested many times. There are more than 190 people stationed in Toyota by various units within FAW. China's expatriate executives are "redundant", which runs counter to Toyota, which has always paid attention to efficiency.
Starting from 65438+1 October1in 2020, Toyota will separate its "China business" from its Asian business. The purpose of this move is not only to highlight the importance of the China market, but also to strengthen the management of the China joint venture company and various business departments and speed up the decision-making process. From the recent high-level adjustment of FAW Toyota, recruiting a group of "younger brothers", integrating production and marketing and rationalizing the relationship between assets and management, we can see Toyota's attitude of improving FAW Toyota's internal strength.
With the vigorous promotion of Chinese and foreign shareholders, can FAW Toyota, which is about to celebrate its 20th anniversary, usher in a long-lost "offensive year and development leap period"?