This is your ship

 This is your boat in the southern sky
Dongfeng Motor sailing under seventeen years, suffering and glory behind Ren Yong has the mentality of what?
Source: Automotive Business Review reporter Ning Ge help
East Third Ring Road Beijing car commercials has always been a get together place. I do not know since when, Sanyuan Bridge outside of the southeast corner of a high building, suddenly emerged a huge outdoor electronic advertising screen, and now, a time period of which is whether Nissan mm a busy day or night, flashing neon lights, which are all the people tirelessly repeating the past, such a slogan: Perhaps no one expected that Nissan will be today as a duck to water in China, the era of .2003 in July, when the line of the delay in its joint venture with Dongfeng Motor to the overall appearance tell the world, the Chinese joint venture has been on the market of wind water from. The multinational automotive companies seem to have have come, but its only Nissan and Renault alliance has just been through the recovery.
However, Dongfeng Nissan Passenger Vehicle Company, such as a chariot swept to.
it from the start the establishment of 60,000, the rapid expansion of the 30 million units in 2008, to 50 million units in 2009, the average growth rate has remained more than 3 times the industry average growth rate, the composite growth rate is to achieve 68%.
2008 years, it is only the top ten enterprises in the passenger does not adjust the goals and a car manufacturer exceeded; 2009, it is the only one also has sold 4 months million cars off the enterprise (known as the Xiao-off).
two years later, in 2013, its goal is 100 million, while reported in 2009, it has become the most profitable auto companies in China.
look in front of the world, Nissan car is undoubtedly the biggest winners in China. It's two brothers, players should be based on more complex mood to look at it shortly Toyota mm long triumph can not suddenly fall into the Honda will undoubtedly make it a relatively conservative approach early loss of the opportunity to leap forward, and now repeated in China parts factory workers strike for higher wages phenomenon makes it even a headache.
Ren Yong, 47, may be greatly relieved. Dongfeng Nissan Passenger Vehicle Company is now almost Nissan in China, the perfect embodiment of it as a ship through the waves always maintain the correct course and move forward, a sense that the firm Ren Yong helmsman.
surface, the native of Dongfeng Automobile children seem to lack sharp edges and corners of certain entrepreneurs. He learned the financial background, like other state-owned enterprises could behave like employees to live in mm from the Chief of Finance started to A group finance director job step by step, slowly growing old.
as we have seen, Ren Yong Eliminating this visible future crises in the occasion of Dongfeng Motor Corporation, has chosen a thorny clusters of venture south of the road to keep my promise chip is equivalent to zero. but he was clever by leveraging and integrating resources for every step approach gave birth to Dongfeng Nissan Passenger Vehicle Company, the predecessor of Fengshen Motor Company, and later, he turn the tide, leading the Dongfeng Nissan Passenger Vehicle Companies start out low, step by step towards a new high.
must admit, climbing step by step way, the accumulation of financial experts to benefited Yong Ren: his figures are more sensitive sense of input and output are sold better control of power. Meanwhile, as a leader, he has very clear, one should always maintain the vitality of the enterprises of the two things most in need of innovation and passion mm, so he did not dare to enable the marketing manager of auto resume on they are an important appointment, and allow them to make mistakes, so that in the tempered grow.
2010 年 6 12, he was in Xiamen in kinds of innovation. From the beginning Fengshen, we break the routine, do the reorganization of assets is the way other people do not come hh Only in this way, we can ship in Dongfeng Nissan to continuously challenge to create new value. like Communication is the classic phrase mm Peugeot Citroen joint venture other than cars made major contributions toward negotiating a crucial step towards the Zhou Wenjie: Dongfeng company management when he was deputy director of the Institute, he was sent to the forefront of economic fermentation mm narrow strip of water with the Shenzhen Guangdong Huizhou Daya Bay Economic and Technological Development Zone.
3 years later, it became a business representative office in South Dongfeng; and 4 years later, Dongfeng South Division, was born on this basis, this staged scenes of commercial drama. but At that time, there is only the question where to go. And when the economy was the most active of the two most mature markets where the Yangtze River Delta and Pearl River Delta, the former stronghold of SAIC has been the latter's Panda car project is facing death in the face mm Yes, there are plant , a production line, there are skilled workers, but they do not Zhunsheng Zheng, can only survive in the cracks mm desire to achieve a breakthrough in the car project's Dongfeng Motor think this is just an opportunity.
Ren Yong still clearly remember the 1992 In his first opportunity to travel to Huizhou in using research scenarios. then promoted to the financial backbone of the Dongfeng Motor is expected to the youngest level cadres, but at that time, he received 10 years older than he was invited Zhou Wenjie he went to Huizhou phone. copies of a several-page report of the South cause of project planning. unexpected program of bold and innovative: he creatively put forward the theory of the firm radish and pit the company if the car project hailed mm carrot, then the resulting business opportunities, stock, capital operations, product operations, supporting the chain one by one to be into them, this is called the pit.
an opportunity at that time, the State Commission is the pilot joint-stock reform. Dongfeng Motor will be the Joint Economic Restructuring Commission of Guangdong Province, Guangdong Province Application of 6.5 square kilometers stock company Motor City project qualification, registered capital of 60 million yuan, will be approved soon.
Motor City project planning and land use, which is 4 square kilometers of industrial, commercial and residential 2.5 square kilometers, in principle, planning, hire purchase, patch development. play is that the operation of the joint-stock companies listed on the development prospects of land, equity capital less future premium share capital, the rapid expansion of capital will each have a good return. According to his calculations, Scroll down on profits of up to 200 billion Even without money, but also calmly come up with 100 billion investment vehicle projects. This lack of funds Dongfeng Motor is undoubtedly the best selection mode.
Integration of existing resources or how to make it play a greater value of these areas I believe it is quite self-study. Now many auto plants expand the production base, with the local government to take land or something, I said ten years than I written before the planned program levels are much lower. Plant director Chen Qingtai. Offered overjoyed and full support. It is said that the first money for the cause of the South to intend to raise funds Dongfeng Motor 100,000 workers, 50 yuan per person.
quite mean that, Ren Yong After the first round to show their talents, Zhou Wenjie he wanted to keep him in Huizhou. but the two Treasury is unwilling to release the steam, tug of war between the two sides once formed. In the end, Ren Yong, decided to join the Southern cause, he hoped to own blueprint vision into reality.
1993 年 just Guowanchunjie, Ren Yong, the opportunity to come again in Huizhou by travel, and do not intend to go back. Soon, he was appointed Chief of Daya Bay Co., Ltd. Dongfeng Motor City accountant, when he was 30 years old.
but plans to keep up with rapid change, in 1996, has not been announced qualification of the panda car had miscarriage, Dongfeng Motor Huizhou project ran aground.
year later, Zhou Wenjie (when he Dongfeng Company General Manager, Southern Division) to Ren Yong (when he was deputy general manager of Dongfeng Motor Corporation Southern Division, Chief Accountant) management located in Shenzhen City, Shennan Road, Dongfeng Building Yannan junction.
69 years old this year, the original DF King left the import and export company employees heading planned by the Dongfeng Automobile joint venture associates, but only a handful of respondents.
east construction company decided to separate, but for various reasons, in the past 10 years, is only on paper. until the early 1990s, promising to become Shenzhen Li Mayor, he hoped that as soon as construction of buildings east, but waited until October 1993 was groundbreaking.
helpless things never come easy. adjust the time coincided with the national economy, in addition to gradually transferred 80 million yuan of construction funds, the Dongfeng Motor re unable to invest in Dongfeng Building, built gradually grind to a halt also.
after the establishment of the South Division, and the other is the continued construction of wind building task. To this end, the South Division, do everything possible to raise the nearly billion yuan, took nearly 10 years Dongfeng Building, finally completed in early 1997. In the same year, Shenzhen Dongfeng Properties Limited (DF's main building is its assets), and Ren Yong Zhou Wenjie, respectively, as the first chairman and general manager.
Who knows, Dongfeng Building the occasion of completion of the Shenzhen property market has turned around and fall into the trough, the office vacancy rate nearly 50% of its 95% occupancy rate, the annual income of only 800 mm while the east building million in debt up to Ba Jiuqian million, will pay only the interest on loans six million a year, insolvent. In addition, when the construction of buildings in arrears construction team tens of millions of salary payments, almost every day people come hh
internal and external debts, under the onslaught of several parties, the newborn baby to facing the risk of suffocation.
any integrator
Yong is clear, then the parent company Dongfeng Motor is in dire straits, their is still no guarantee, how can energy be considerate of other. Business Review, Dongfeng Motor, no doubt, the greatest resource is the latter car.
funds, nor channels, three inexperienced Ren Yong, this is still a risky game.
complete this form trade chain is this: first, the Dongfeng Building, mortgaged to the bank, out of 3 month forward letters of credit (the actual but also because too much debt, can not find a guarantor of the upset); the second step, holding a letter of credit, the agent imports of chemical raw materials, tire cord fabric plant for processing; the third step , will produce a good sell to the tire cord fabric plant, but also help import of rubber tire factory, and later Jin Koujiao prices, the wind is also home Yunnan and Hainan, respectively, of the contract in a rubber factory to meet demand; fourth step, Take the tire supply to Dongfeng Automobile Factory; fifth step, used cars from Dongfeng Automobile Factory, sales to end users, to achieve capital returns; sixth step, the return of funds back to banks.
in the trade environment is not mature, arrears between enterprises, : First, as Dongfeng Motor Hainan, Guangdong Province, the two agents, and established its own sales network for car sales was the basis Fengshen; the second is a circular chain of trade down, only a long-term credit Dongfeng home cards to make four consecutive pen business, and each link can make money, the overall yield very substantial down.
Ren Yong the year of taking office in Shenzhen, Dongfeng home buyers will turn around; 5.52 million profit in 1998 element; 1999 the number increased to 12.1 million yuan; reached 31.97 million yuan in 2000. They carefully constructed the platform, not only in July 1998 to help by financing the month hundreds of thousands of Dongfeng wages to resolve the urgent needs, and for the east Honda engine project, and a few years later to lay a solid foundation Fengshen car project, I am afraid this is beyond the imagination of many people.
Ren Yong of the how to catch demand, with a variety of ways to meet the needs of the resources into the best condition, Ye Hao suppliers, processors Ye Hao, then the parties a reasonable allocation of commercial interests. this industry up and running the chain, from all aspects of industry earned profits of more than purely faster. vehicle project failed and various setbacks, Dongfeng Motor Cars has been open position is not to give up the dream.
1990 mid, when then-general manager of Dongfeng Motor Miao Wei's behest, the South Department also cause new goals mm Fengshen attack car project.
Fengshen has been difficult to verify whether this is in the early 1980s by then Chief Engineer of the Meng Shaonong any steam export products for the Dongfeng Motor named Huizhou project and east early home, or at this time Fengshen car, Ren Yong have had to face financial problems.
Meng Shaonong predecessors have said a car is the classic words: do the truck is the primary level; do car is College level. As a capital-intensive and technology-intensive industry representatives, the cars need a big investment. the study of Chinese industrial development model will be car can be seen: to enter the threshold, Dongfeng Peugeot Citroen and FAW - Volkswagen to invest on, respectively, million dollars, even if the development is known for rolling Shanghai Volkswagen, also put a lot of money before and after the accumulation.
at Dongfeng Motor and its joint venture Dongfeng Peugeot Citroen Automobile is in trouble, the parent company can only provide the South Division, two things mm2300 million yuan in cash and the State Economic and Trade Commission approved the project 2L-Class sedans, the former is not and die from the abroad, ordered a one-third of the principal, talk about development vehicle? which if not carried out, had plenty of its shell, only Chennai the Ho?
1999 年 1 10 May, after a period of planning, the Zhou Wenjie caucus held in the east building, designated Ren Yong is responsible for matters relating to Aeolus project forward. Then, he slowly said with emphasis: idea.
Guangzhou Automobile Co., Ltd. Beijing Security clouded leopard as a target. The company is located in Huadu, Guangzhou was established in 1992, mainly for the production of public security system displacement 2L of YB7200 (prototype vehicles for Nissan Bluebird V13) equipment car, although an annual capacity of up to 20,000, but the establishment of early 1999, the market just over 10,000 vehicles ownership, running at full capacity of the state.
Still, the automaker Dongfeng Motor Company for Beijing has a strong appeal mm clouded leopard has been completed, including safety welding, painting, assembly, including production lines, and large tracts of land around the free; it produces 2L-Class sedans, which at the time of the Chinese automotive market has great development potential .
Jing An Import & Export Fang Jingan Clouded Leopard main holding company backed by Dongfeng Motor naturally very happy to this tree. The two sides almost hit it off.
Zhou Wenjie mobilization order issued a year later, March 16, 2000 Fengshen Motor Company was set up to mm in the east building of incorporation, the registered capital of 1.3 billion, invested 78 million yuan in cash Dongfeng Motor (actual investment 23 million yuan, and the remaining 55 million yuan came from the South Division, financing), Zhou Wenjie chairman, Ren Yong, general manager, and is also chairman of Dongfeng home.
the dust settles, but the story really began Fengshen.
key battle
24 floor office building sits east years, Ren Yong had never given up on how to use the least investment for maximum economic benefit in the future we will see mm think that this concept has been permeated with Fengshen Motor and Dongfeng Nissan grow from beginning to end.
long Since the large investment in manufacturing, and sales in R & D investment has been small to take the inherent pattern in the industry. But Fengshen Motor will do the opposite path of Fengshen Motor, later summarized by the media 24 Word mm Panel composed of OB. And in order to obtain long-term stability of technical support and product support, Dongfeng Motor to Beijing to provide product safety and the clouded leopard in Taiwan Yulon Motor shares issued invitation to join, which is helping to make the next generation of automotive products Fengshen Fengshen Bluebird the design and development II.
Yulon Dongfeng Motor and Taiwan exchanges a long time, can be traced back to the 1980s, Taiwan and Xiamen Golden Dragon Yulon has been negotiating joint venture, Dongfeng Motor was the big dragon One of the 4 major shareholder, holds 25% of the shares. Worse still, the rumors that the two sides signed last procedure on the left, because of suspected head of Golden Dragon Automobile Group let the matter rest with financial problems.
years After the cards were turned in this instant, it was suddenly enlightened: Although 剑指 Taiwan Yulon Dongfeng Motor, which means it is standing behind it, and holds a 25% stake in Taiwan's Yulon Nissan. like a Field of the game chasing each other, cunning allowed just the right Nissan Yi Yin Chinese market, it sent a vanguard of Taiwan Yulon to test the actual situation, but hiding behind its own sidelines.
so Fengshen Motor set up 2 months later, in May 2000, Taiwan has to 1:2.08 overflow Yulon share capital increase as its new shareholders. Fengshen Motor registered capital increased to 173.35 million yuan, including Dongfeng Motor, Beijing and Taiwan Yulon An clouded leopard holding 45%, respectively, , 30%, 25%.
Taiwanese management experience to bring Fengshen Motor refreshing. but many people do not necessarily know, is also proposed that the Taiwan Yulon different from other business ; Fengshen corporate philosophy. Then, as the store franchise stores Fengshen Motor logo, deep imprint.
This is the November 1999 Dongfeng Aeolus project to increase the resources allocated to the social stock of the South Division.
2000 年 4 26, Blue Jays Series EQ7200-Ⅰ first model begins with Fengshen Xiangfan .2 off the assembly line factory assembly, after it was officially incorporated into the production system Aeolus project, changed its name to Aeolus Automobile Co., Ltd. Xiangfan.
However, in the first car in the Xiangfan Fengshen cars off the assembly line on the eve of the factory, were arrested early pieces of tax evasion and import of 23 billion debt giant black holes, objects related to customs, taxation, banking, asset management companies and suppliers, general manager of Beijing security panic to flee overseas, the clouded leopard, panic factories, production and management chaos .
8-year-old Beijing have been clouded leopard security to come to a critical crossroads that production operations into a brink of collapse.
opportunity to start caring people smile. In any courage appears as a major commissioned Fengshen Motor production plant, Beijing has Fengshen Motor leopard security needs of production and land resources, but he also had to consider the other side of this coin: how to Jing An clouded leopard to diminish the negative effects of being unmasked in Mi? 2.3 billion in debt Council will not just grow up Fengshen Motor bankrupt? Beijing Security clouded leopard is the value of restructuring? such problems, he should ask themselves several times a day.
Even within the South Division, which we also mixed. When people are in Beijing to discuss the acquisition of security price to pay clouded leopard, the expertise in financial skills of the Ren Yong see is its strategic significance. In his view, it will be processed from the principal vehicle to achieve Fengshen strategic shift to the entity in a great opportunity.
some elaborate operation, in June 2000, and Jing Fengshen An Jing An Import & Export Corporation signed a clouded leopard asset restructuring agreement specifies that Beijing Security clouded leopard restructuring to improve the management status, early into the black. challenging for some years, back to the table of the thunder that he further promote the acquisition of pace: in July 2000, Dongfeng Motor to 90 million yuan acquisition of associated companies and Beijing security clouded leopard equity, access to the Jing An clouded leopard, and affiliated companies the absolute control; 2 months, Taiwan Yulon with Dongfeng Motor to 4:6 to establish the shareholding structure of the pattern of interests, signed the This is the core of the acquisition of the most critical step.
consideration for the acquisition in order to obtain the minimum, he first and largest creditor, China Orient Asset Management Corporation mm to 4 fold reached 100 million yuan cost of the acquisition of its debt agreement, then the as the largest creditor to the bankruptcy court drew the clouded leopard, in the framework of bankruptcy protection, and other creditors to negotiate debt restructuring.
Beijing leopard security to hundreds of creditors involved in the negotiations, if the majority of people oppose all efforts to pre- will be in vain. To convince these creditors to the restructuring group, led by Ren Yong chose the one to one negotiation, one by one break of .2002 in April, a decisive battle mm creditors reconciliation conference presided over by the court, held in Guangzhou Hibiscus Town , as preliminary work the correct strategy, work carefully, the policy used properly, but also take into account the interests of creditors, month, Fengshen Motor to debt and auction made sense of the word of its plant, machinery and equipment and land and other effective assets. In this way, Fengshen Motor opened a new page.
in the acquisition of Beijing Ren Yong An clouded leopard battle shown in the extraordinary financial skills. He started to lock acquisition targets, but must wait until it hands after bankruptcy. So it commissioned a foundry, but not let it eat, can not be fed bankruptcy, but need it to bankruptcy. with hundreds of creditors to negotiate one by one, all broken up, return of claims is also a wise move.
on the image and the process are considered, the result of carefully planned. linked together, as long as one part of a little oversight, are likely to result in round loser. Automotive Business Review Fengshen Motor Company in China's auto industry even though only 57 years left a 3-year course of footprints, but their sales never ride that 3000 to 6.5 million, annual sales rose from 458 million to 115 million, assets the total registered capital of 130 million yuan increase from 6.05 billion yuan and net assets of 4.55 billion yuan mm point, Ren Yong, and he created the myth began Fengshen exclusive reputation in the industry.
The first round of the fast-growing market opportunity. mainly due to thousands of coastal cities car ownership is more than 20 brought by the private car consumption boom. . At the same time, the central level and local government also Nissan CEO Carlos. Ghosn high hopes for the success they want to save the man from Renault, Nissan's .
is a case in July 2001, Wu Bangguo met in Beijing, Carlos. Ghosn, it clearly expressed the wishes.
Next, Carlos. Ghosn agreed instead put forward by China, including commercial vehicles, including the overall joint venture.
in this largest ever involving 10 million people in the most expensive mm, the registered capital of 16.7 billion marriage of the history of the car , by Carlos. Ghosn and Miao Wei (when he was general manager of Dongfeng, vice minister of Ministry of Industry today) played a key role in mm facts today proves the correctness of this choice, but from July 1, 2003 DFL set up in Wuhan, the moment that awesome heart, Miao Wei will have to face the many questions from industry and pressure.
and Dongfeng Nissan's market performance was fueled by then, almost so that all observers aphasia.
Fengshen Motor stamina with Nissan in 2003, after ranking ninth in the industry, but in 2004 the U-turn straight down to a 10% decline in sales year on year, the industry was inexorably out of the top ten, 2.6% of its market share even lower than local brands.
matters worse, after the launch of the first joint venture product sun (SUNNY), did not arise in the market as expected favorable mm contrast, the media talked about is 2003 Carlos the end of the Tokyo Motor Show. Ghosn sudden release of the Fengshen car with him into the joint venture business after employees were accredited by the Japanese chief, China gradually marginalized.
that complaints are not impossible, for each meeting, he was able to fully appreciate the courage filled in distrust between the two sides, passing the buck and accumulated grievances. What is more, October 14, 2004, the Treasury in the face of mountains of the Blue Jays and the sun, Ren Yong had to make a painful decision: Nissan discontinued 35 days. was hope earnest in the cause of the rapid fall into the ice-cold joint.
Where the devil? January 23, 2005, a decision to the future for Dongfeng Nissan, Guangzhou, Dongguan, closed meeting in held in a resort. The meeting was Ren Yong chair, participants are more than 20 Nissan executives. capability and capacity for action? hundreds of discussion sessions, involving representatives of foreign executives and some of the staff nearly 300 people to find the questionable practices do not understand.
told the .
Dongguan meeting day and a half to Nissan executives have to understand one thing mm to solve internal problems, we have to do something sitting on a bench, with one voice, one pace, to pursue business common goal. This time, Ren Yong also expressed the hope that as soon as possible, Board out of 1.8 million words of the concept of corporate governance, to each value chain approach, to reach a unified opinion. map and compass. Though the sun and the old Bluebird to the Ren Yong played rough, but then the sounds of nature in the high-end products has received a lot of people unexpected success. then the vast majority have introduced many products have been successful.
Business Review, Guangzhou Auto Show, Ren Yong finally beginning to build confidence in Nissan's own brand mm In 2009, when the Dongfeng Nissan Passenger Vehicle Company has grown into a 200 billion worth of assets, is very competitive in the letter of the ? how to stick to things cultural, happy culture?