The sales of the Golden Cup van and the Chinese sedan in the same showroom may be coming to an end. On October 30, Shenyang Brilliance Jinbei Automobile Co., Ltd. sold its own brand of auto brand Zhonghua Car to Brilliance Automotive Group for 494 million yuan, announcing the official split between the two brothers' car brands Jinbei and Zhonghua. Analysis of the industry, which indicates that the Jinbei and Chinese sedan sales network will open up the curtain.
Jinbei and Zhonghua two brothers separated
China and Jinbei are the two main brands of the Brilliance Automotive Group. On October 30, Brilliance China Automotive Holdings Co., Ltd., a Hong Kong-listed company, announced that its subsidiary, Shenyang Brilliance Jinbei Automobile Co., Ltd. and Brilliance Automotive Group have entered into a business transfer agreement with 4.9 billion yuan, which will autonomy Brilliance Jinbei Automobile Co., Ltd. The automobile brand Zhonghua limousine business was sold to the Brilliance Automotive Group. Brilliance Automotive Group is a major shareholder of Brilliance China and currently holds 55.38% of Brilliance China.
It is reported that the loss of the Chinese car business is the root cause of the transfer. Due to the decrease in sales volume, the Chinese sedan business suffered losses year after year. In 2008, it suffered a loss of RMB 729 million, a loss of RMB 934 million in the first half of 2009 and a loss of four years in the last five fiscal years. Brilliance China stated in the announcement that the reason for the loss of the China business was "expensive early-stage development costs, coupled with the historically low sales volume of the Zhonghua brand."
Comparing with the Chinese saloon, dragging down the performance of Brilliance China, Jinbei Light Truck and Brilliance BMW contributed stable profits to Brilliance China. Some securities analysts said that after the Chinese car business was stripped from the listed company to the parent company, Brilliance Automotive Group, Brilliance China’s financial situation will be greatly improved, and it will be able to accelerate its return to A-shares. At the same time, since Jinbei Automobile Co., Ltd., which is listed in Shanghai, also holds a stake in Brilliance Jinbei, this sale will also help improve the financial performance of Jinbei Automobile.
It is possible to implement sub-net sales in the future
After the Chinese brand was spun off from Brilliance Jinbei, how the marketing of the next two brands will proceed is the most interesting place behind this business transfer action. Some industry insiders predict that from the current trend of the automotive industry, Brilliance Automotive may consider selling the two models of Jinbei and Zhonghua Automobiles in the future, ie establishing their own sales channels and placing different brands of models on different sites. Sales within the channel.
According to a Brilliance Jinbei internal staff member, the media acknowledged that in the Brilliance Jinbei company, the sales of passenger cars and commercial vehicles on the grid has affected the sales situation of China and Jinbei and sold the Chinese brand business to the company. The Group will benefit the future development of both brands. In the future, China and Jinbei will operate independently as two brands in the brand building and sales network. At present, the idea of ​​the Group has been approved by the National Development and Reform Commission.
Yesterday afternoon, the relevant person of the Brilliance Auto Dealer Zhejiang Yuanrun 4S Store told reporters that the news that the Chinese brand had been sold had been heard, but the news of subcategories sales of the Jinbei and Chinese two models had not been heard yet. Shenyang Brilliance Jinbei Car Co., Ltd. has never disclosed this information before. At present, Brilliance Automotive has two 4S stores in Hangzhou, except for Zhejiang Yuanrun on Shixiang Road and Yuantong Brilliance at Xiasha Road. Both stores sell Jinbei brand vans, MPV [review image forum] and Chinese brand cars.
However, insiders close to the Brilliance Jinbei Automobile insiders said that Brilliance Jinbei will in the future make its own brand cars, joint-brand cars, commercial vehicles, and special-purpose vehicles independent of each other, forming a development situation that goes hand in hand, opening up the third venture. The journey.
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