FAW put down its "idol burden" and North-South Mazda moved towards merger stop loss

Wechat automobile 2021-08-31 17:53:41 阅读数:658

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About Changan Mazda and FAW Mazda “ Rumor ” Multi time merge Events , Finally, when the boots landed .

The information released by the Anti Monopoly Bureau of the State Administration of market supervision shows that ,8 month 17 Japan , Changan Mazda Automobile Co., Ltd. submitted 《 Case of Chang'an Mazda Automobile Co., Ltd. acquiring the equity of FAW Mazda Automobile Sales Co., Ltd 》 Application for .

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The acquisition publicity documents show , Chang'an Mazda 、 Mazda Motor Co., Ltd 、 FAW Group and Chang'an Automobile signed 《 Capital and share increase agreement 》 And a series of transaction documents . Pursuant to these transaction agreements , Chang'an Mazda will purchase FAW Mazda held by FAW Group and Mazda for equity and cash 100% Equity of .

It means , Upon completion of the transaction , FAW Mazda will become a wholly-owned subsidiary of Chang'an Mazda , The relationship between the two will change qualitatively . It's just 8 month 24 Japan , Mazda officially released the capital increase statement of FAW Mazda to new Chang'an Mazda , This proves the speculation of the outside world .

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Merger rumors have a long history

According to official information , FAW Mazda is 2005 year 1 month 18 Founded in Changchun City, Jilin Province , Chang'an Mazda is in 2012 year 11 month 30 Founded in Nanjing, Jiangsu Province . Due to the geographical location of one south and one North , The industry also calls it “ North South Mazda ”.

Business model , FAW Mazda focuses on sales and after-sales , Chang'an Mazda is mainly responsible for the R & D of Mazda brand passenger cars 、 Production and marketing . Rumors about the adjustment of the industrial line of North and South Mazda , In fact, it has been rising one after another for nearly two years .

Such as “ FAW Mazda delisting , Its relevant models are incorporated into Chang'an Mazda sales ”, And in 2020 Internal screenshot from the end of the year , The adjustment plan of FAW Mazda business unit is disclosed in detail , Have been denied by Mazda officials one by one .

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Publicity form for simple cases of business concentration

Until this year 4 month 6 It was also reported that , FAW Group 、 Mazda 、 The three parties of Chang'an automobile are negotiating , Merge the related businesses of FAW Mazda into Chang'an Mazda Automobile Co., Ltd . According to the insiders of FAW Group at that time :“ expect 6 The restructuring shall be completed before January , At present, the outflow of personnel is accelerating . At that time, FAW Mazda dealers will also be incorporated into Chang'an Mazda network .”

For now ,4 The news from the monthly flow is true . The publicity of the Anti Monopoly Bureau on the acquisition of Chang'an Mazda , And FAW Group 5% To participate in the new Chang'an Mazda , Thoroughly implemented the above rumors .

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FAW Group takes a step back , Respective stop loss

The reason why FAW Mazda is merged into Chang'an Mazda , The important reason lies in the product layout of North and South Mazda , And their market performance .

at present , The main models of Chang'an Mazda include Mazda 3 Oncella 、Mazda CX-30、Mazda CX-5、Mazda CX-8. Although Chang'an Mazda was established later than FAW Mazda 7 year , But the introduction of FAW Mazda's new products is slow , Uneven product layout , At present, only two main models are included ——Mazda 6 ATZ and Mazda CX-4.

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The more intuitive reason is , FAW Mazda's sales are more backward .2014 year , FAW Mazda's sales were overtaken by Chang'an Mazda , Since then, the sales volume of FAW Mazda began to decline , Its two models are also gradually moving towards the edge .

From the data of recent years ,2017 year , The sales volume of FAW Mazda is 12.6 Thousands of cars ,2018 Year on year decline 12.3% to 10.8 Thousands of cars ,2019 Annual sales fell to 9.14 Thousands of cars ,2020 The annual sales volume decreased year-on-year 14.78%, Only for 7.8 Thousands of cars .

Get into 2021 year , Things are still not getting better . Mazda's previously released retail performance in China shows ,2021 year 7 month , Mazda's sales volume in China is 13492 car , fell 23.99%, Decline in chain ratio 20.6%. among , Chang'an Mazda co sells 10025 car , FAW Mazda only sells 3467 car . This year, 1-7 month , Mazda's cumulative sales volume in China is 110362 car , fell 4.10%. among , Chang'an Mazda makes greater contributions , Sales of 73896 car , The cumulative sales volume of FAW Mazda is only 36466 car .

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Further explore the reasons for the continuous decline of FAW Mazda sales , There are also FAW factors . With the decline of Mazda brand in recent years , And the independent strength of FAW Group , The balance between FAW and Mazda is gradually breaking . Compared with the independent brand of FAW , FAW Mazda has a lower sense of presence than FAW , Even “ Burden ” The existence of .

This time with Chang'an 、 Mazda reached an agreement , It can be seen as each of the three “ Stop loss ” The timing of .

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Trend consolidation , Where are the opportunities for new Chang'an Mazda ?

Although the merger of North and South Mazda has been later than expected , But it took two years of twists and turns to reach an agreement , The premise is nothing more than meeting some of their demands .

For FAW , This time, we will hand over our shares , Obviously, it's not just about simply ending this joint venture .8 month 24 Japan , Mazda officially released the capital increase statement of FAW Mazda to new Chang'an Mazda , Indicates that after the approval procedure is completed , Chang'an Mazda will be changed into a joint venture jointly funded by three parties —— New Chang'an Mazda , The investment proportion of the three parties is Mazda 47.5%、 Changan automobile 47.5%、 And China FAW 5%. The new Chang'an Mazda will inherit the related businesses of Chang'an Mazda and Mazda .

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meanwhile , FAW Mazda will be changed to Mazda and ( new ) A joint venture jointly funded by Chang'an Mazda , Continue to undertake the business related to Mazda brand cars . It means , FAW will hold shares in the new Chang'an Mazda , Continuous cooperation with Mazda .

For Chang'an Automobile , After completion of acquisition , Chang'an will become Mazda's main partner in China , The channel resources of North and South Mazda can be integrated , It is helpful to open hands and feet for joint venture layout .

And for Mazda , Since then, Mazda has only one new Chang'an Mazda joint venture in the Chinese market , There is no need to consider the balance of North-South Joint Venture objects , Thus, the internal consumption of resources for channel layout can be reduced . According to the information disclosed by FAW Mazda dealers , At present, the dealer has obtained the manufacturer's notice , The sales channels of FAW Mazda and Chang'an Mazda are planned to open this year 8 Start merging at the end of the month , Expect to 9 month , North South Mazda's models are expected to be sold in the same store .

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Next , Although Mazda can concentrate on the layout in China , However, the pressure of new Chang'an Mazda's transformation in China is still great .

From the sales data , This year, 7 In January, Changan Mazda sold nearly 1 Ten thousand new cars , Sales are down year on year 16.07%, Known as the joint venture brand of Chang'an group “ A mop ”. in addition , As can be seen from the sales mentioned above , Mazda's overall sales in China are actually declining , With Toyota 、 Honda 、 Compared with Nissan and other competitors in the same period , Mazda still has great disparity in strength .

Channel integration can certainly help Mazda concentrate resources , But at present, ezda “ Small and beautiful ” Brand positioning , The new Chang'an Mazda is less competitive than other joint venture competitors . If we still maintain the previous product launch and change speed in the Chinese market , I'm afraid the merger will not change the status quo .

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