20 10 is a harvest year for Dongfeng xiaokang. 20 10 on may 23rd, the second factory of Dongfeng xiaokang Shiyan was put into production and 500,000 vehicles were rolled off the production line, and the signing ceremony of the framework agreement for deepening strategic cooperation between Dongfeng company and Chongqing xiaokang company was held in Shiyan, Hubei province. This is a landmark event in the development history of Dongfeng well-off society. The senior management of Dongfeng Motor Corporation put forward the policy of improving the level of cooperation, increasing registered capital, expanding the scope of cooperation and realizing the strategy of * * * *, and implemented it quickly. Dongfeng Motor Company and Xiaokang Automobile Company deepened their strategic cooperation, established the unique position of Dongfeng Xiaokang in Dongfeng Motor Industry, laid a foundation for strengthening and expanding Dongfeng Xiaokang from a strategic perspective, and achieved the goal of one million orders, providing powerful motivation and strong confidence guarantee for dealers.
In the second half of 20 10, the first car of Dongfeng xiaokang v series, V27, began to be listed in batches in China. This model, which opened a new era of micro-passenger safety in China, aroused strong response from the market as soon as it went on the market, showing a situation that demand exceeds supply. Since its listing in 2005, Dongfeng Xiaokang has now formed six K-series models and V-series products being formed. The product positioning of Dongfeng Xiaokang K series is a well-off life, a well-off car, and V series is an off-road vehicle in a mini-car. The two series complement each other and can meet the needs of different users. It took less than six years to form a double series of products, which is really rare in the domestic mini-car industry.
In 20 10, Dongfeng xiaokang handed over a satisfactory answer sheet: the sales volume increased by 50% year-on-year, leading the whole industry again; Achieve the annual sales target of 300,000 vehicles as scheduled, ranking among the top three in the industry; The market has exceeded 700,000 vehicles. In 2009, cars and mini-cars broke out in China, which directly led to the excessive release of the mini-car market at 20 10. In sharp contrast, the industry's production capacity has expanded unprecedentedly, bubbles have formed, competition has further intensified, and national stimulus policies have been reduced. Under this background, the development of China mini-car industry on 20 10 is not optimistic, and the year-on-year growth rate of the whole industry is less than double digits. Under the severe market situation, it is a remarkable achievement that Dongfeng Xiaokang can achieve the production and sales targets as scheduled. This is the result of our close cooperation, mutual understanding, mutual help and innovative development, and the result of the comprehensive implementation of 1234 action plan, marketing development outline and medium-term development by the majority of marketing service providers. 20 10 is the second year of Dongfeng xiaokang's second five-year plan, and the realization of the expected goal has important guiding significance and demonstration power for the company's development in the next three years, laying a solid foundation for realizing the development goal of 3 15.
Judging from the overall market situation, the market situation of 20 1 1 mini-car is grim, and the growth rate will probably still be lower than the industry average, and the competition will be further intensified. The national automobile support policy has weakened, and the sales volume in the fourth quarter of 20 10 has exceeded. These unfavorable factors will definitely affect the development of 20 1 1 automobile industry. In fact, due to the cancellation of the subsidy policy to the countryside and other factors, the sales of mini-cars dropped significantly in the first week of 2011. Dongfeng Xiaokang clearly realized that 20 1 1 is 50% higher than 20 10, and it is an arduous task to achieve the sales target of 450,000 vehicles. However, based on the country's sound economic development and huge market, all walks of life are full of confidence in the sales target of Dongfeng Xiaokang 20 1 1!
According to the second five-year plan of Dongfeng Xiaokang, the company must complete the transformation from quantitative change to qualitative change in 20 13 years, form the brand value and brand positioning that match the sales volume, realize the goal of a million-level automobile enterprise, and thus form the pattern that China mini-cars dominate the world. In China, it is absolutely a miracle that a single brand and a single car can achieve the order of millions. Although Dongfeng Xiaokang ranks third in the industry, it is only ranked in sales volume, and its industry status and influence have not reached the third height. We not only hope that the sales ranking will rise, but also need and care about the rise of the industry status. To achieve these goals, it is impossible to develop step by step and steadily, which requires us to develop by leaps and bounds and unconventional development.
In addition to focusing on product, marketing, service and production base construction, Dongfeng Xiaokang will also actively promote the coordinated development of upstream and downstream suppliers, distributors and service providers. Zhang Xinghai believes that to achieve the development goal of a million-vehicle-class car enterprise, it is impossible to rely solely on factories, suppliers and marketing service providers. We should unite the whole value chain, gather all the forces of the whole value chain, give full play to the professional advantages of the whole value chain, and devote ourselves to the cause of well-off society in Dongfeng.