Recently, Mazda has conducted frequent deployments and repatriation of two major business sectors in China. The senior management of FAW Mazda and Changan Mazda began to mobilize closely.
Judging from the current information, the former FAW Mazda general manager Yamaoka Shojiro has transferred back to Japan. From the Mazda headquarters in Japan, Seki Kenzo took over as general manager, and the former FAW Mazda deputy general manager Yu Hongjiang also resigned from FAW Jilin Automobile. Tian Qingji, deputy general manager of the company, took over his position.
At the same time, Changan Mazda is also in personnel changes. Chang Xiao Ma Zida vice president Wang Xiaoling will be transferred back to Changan Automobile. Chang Zhen Mazda’s director of marketing, Zhu Zhenyu, revealed that he will also transfer back to Japan.
For frequent personnel changes, FAW Mazda and Changan Mazda did not disclose specific reasons. It is generally believed that the main reason is that Mazda's business in China has declined. Data show that from January to August 2011, Mazda's retail sales in the Chinese market totaled 136,465 units, a year-on-year decrease of 5%. There are also views that Mazda has not grown into a mainstream brand in China and its strategy is lagging behind.
Changes in Personnel Change and Development Lag Since the beginning of August, “Two Horses†FAW Mazda and Changan Mazda formally opened the personnel adjustment. A few days ago, news from FAW Mazda indicated that FAW Mazda’s general manager Yi Ren and Magenda’s Japanese headquarters’s Kuan Genze took over from the original general manager Yamaoka Jiro.
Prior to this, on September 6, an insider of FAW Mazda revealed that Yu Hongjiang had already left his post and Tian Qingjiu, the deputy general manager of FAW Jilin Automobile Co., Ltd., will succeed him. Yu Hongjiang is a veteran figure of FAW Mazda and once created a sales miracle for the Mazda6.
Industry insiders believe that the change of executives is related to the sales decline of FAW Mazda since this year. From January to August this year, FAW Mazda sold 83,316 vehicles, a year-on-year decrease of 5%. Mazda recently revised its annual sales target, in which FAW Mazda lowered its sales target from 120,000 to 150,000 units in the beginning of the year.
When FAW Mazda's "one or two hands" were closely changing, the executives of Changan Mazda quietly changed. At present, Chang'an Mazda's marketing director and deputy director have left the company, and the new director of marketing is temporarily vacant.
In August, Mazda 3 and Mazda 2 sold 5,179 units, Mazda 2 sold only 691 units, and Mazda 3, the main model, sold 4,488 units. Mazda 3 also gradually declined in the mid-term car market share in the past six months.
Obviously, the current performance of FAW Mazda and Changan Mazda cannot satisfy both joint ventures and sales decline is the trigger for large-scale personnel transfer. According to data released by Mazda China, from January to August 2011, Mazda's retail sales in the Chinese market totaled 136,465 units, a year-on-year decrease of 5%.
Another analyst pointed out that it is obviously wrong to blame Mazda's market decline responsibility on senior executives. Mazda has not grown into a mainstream brand in China. The main reason is that the strategy is lagging behind.
Mazda’s marginalization Compared with other foreign auto companies and joint ventures, Mazda’s relationship with FAW and Chang’an seems loose.
It is noteworthy that Mazda’s two major business segments in China are FAW Mazda Sales and Changan Mazda Sales. FAW and Mazda are technical cooperation. FAW Mazda’s products are manufactured by FAW Cars and then sold by FAW Mazda. Chang’an Mazda's products are manufactured by Changan Ford Mazda.
"Mazda does not have a dominant position in the Chinese business. Cooperation projects with FAW are limited by the strength of FAW. FAW cooperation aims to develop FAW Pentium. Cooperation with Changan is limited by Ford. This will lead to Mazda's strategy in China. "A security car analyst said.
Prior informed sources told the "Daily Economic News" reporter, FAW Car production line also produced FAW Pentium brand cars and Mazda 6 cars, because FAW pay more attention to the development of independent brands, independent brands usually enjoy the priority of production capacity.
The securities auto analyst stated that “From the point of view of enterprise layout, we will find that Mazda is lagging behind its competitors in terms of product introduction, product updates, and localization of the industry chain. It lacks the right to speak and does not fully benefit. Mazda has accelerated its investment. Insufficient motivation has caused Mazda to become increasingly marginalized in China."
Take FAW Mazda as an example. At the beginning of 2005, FAW Mazda Sales Co., Ltd. was established. The three-party shares of FAW Car, Mazda and FAW Group were 70%, 25% and 5%, respectively. At the end of 2007, the proportion of Mazda's shares in the sales of FAW Mazda was changed from 25% to 40%.
Analysts believe that the profit points of Mazda and FAW cooperation mainly come from technology transfer fees and the profit of FAW Mazda 40%. Mazda is obviously in a weak position compared to other foreign-funded companies in the ratio of sales to half of the company’s performance.
Changan Mazda, Changan Mazda is a subsidiary of Changan Ford Mazda, Mazda only 25% of Changan Ford Mazda, Mazda's interests can not be maximized.
Ye Sheng, Deputy Director of Ipsos Automobile Research, believes that the joint venture company will take all-round cooperation in spare parts, procurement, logistics, production and sales. Foreign investment can fully enjoy the profits in the automobile interest chain, and Mazda is subject to dominance restrictions. The degree of participation in the business is not high.
The new joint venture wants to break through the difficulties. In the situation where the cooperation with strong FAW cannot be broken, Mazda is seeking cooperation with Changan to make a breakthrough. The Changan Ford Mazda division that will disturb the company for a year will complete.
Before the Mid-Autumn Festival, Ma Ruilin, president of Changan Ford Mazda, told the media that the separation of Changan Mazda from Changan Ford Mazda will be completed by the end of the year.
In September Chengdu Auto Show, An Xianlin, executive deputy general manager of Changan Mazda admits that the relevant program is being reported by the relevant state departments. Earlier news that the program will be approved at the end of the fastest. An Xianlin said that the split of the joint venture company will promote the independent operation of Changan Mazda in the future.
Chang Chuan, General Manager of Changan Mazda, who represents the interests of Mazda, is even more anxious. He said, “I also hope to achieve something faster.â€
When Changan Mazda formed a joint venture company to establish bright conditions, Mazda investment balance tilted to Changan Automobile. With the support of Mazda, Changan Mazda invested RMB 500 million to establish an R&D center, and Changan Mazda launched its own brand C401 project. Changan Mazda upgraded to a joint venture company, FAW and Changan faced more games, and the future fate of FAW Mazda of “technical cooperation†became confusing.
Judging from the current information, the former FAW Mazda general manager Yamaoka Shojiro has transferred back to Japan. From the Mazda headquarters in Japan, Seki Kenzo took over as general manager, and the former FAW Mazda deputy general manager Yu Hongjiang also resigned from FAW Jilin Automobile. Tian Qingji, deputy general manager of the company, took over his position.
At the same time, Changan Mazda is also in personnel changes. Chang Xiao Ma Zida vice president Wang Xiaoling will be transferred back to Changan Automobile. Chang Zhen Mazda’s director of marketing, Zhu Zhenyu, revealed that he will also transfer back to Japan.
For frequent personnel changes, FAW Mazda and Changan Mazda did not disclose specific reasons. It is generally believed that the main reason is that Mazda's business in China has declined. Data show that from January to August 2011, Mazda's retail sales in the Chinese market totaled 136,465 units, a year-on-year decrease of 5%. There are also views that Mazda has not grown into a mainstream brand in China and its strategy is lagging behind.
Changes in Personnel Change and Development Lag Since the beginning of August, “Two Horses†FAW Mazda and Changan Mazda formally opened the personnel adjustment. A few days ago, news from FAW Mazda indicated that FAW Mazda’s general manager Yi Ren and Magenda’s Japanese headquarters’s Kuan Genze took over from the original general manager Yamaoka Jiro.
Prior to this, on September 6, an insider of FAW Mazda revealed that Yu Hongjiang had already left his post and Tian Qingjiu, the deputy general manager of FAW Jilin Automobile Co., Ltd., will succeed him. Yu Hongjiang is a veteran figure of FAW Mazda and once created a sales miracle for the Mazda6.
Industry insiders believe that the change of executives is related to the sales decline of FAW Mazda since this year. From January to August this year, FAW Mazda sold 83,316 vehicles, a year-on-year decrease of 5%. Mazda recently revised its annual sales target, in which FAW Mazda lowered its sales target from 120,000 to 150,000 units in the beginning of the year.
When FAW Mazda's "one or two hands" were closely changing, the executives of Changan Mazda quietly changed. At present, Chang'an Mazda's marketing director and deputy director have left the company, and the new director of marketing is temporarily vacant.
In August, Mazda 3 and Mazda 2 sold 5,179 units, Mazda 2 sold only 691 units, and Mazda 3, the main model, sold 4,488 units. Mazda 3 also gradually declined in the mid-term car market share in the past six months.
Obviously, the current performance of FAW Mazda and Changan Mazda cannot satisfy both joint ventures and sales decline is the trigger for large-scale personnel transfer. According to data released by Mazda China, from January to August 2011, Mazda's retail sales in the Chinese market totaled 136,465 units, a year-on-year decrease of 5%.
Another analyst pointed out that it is obviously wrong to blame Mazda's market decline responsibility on senior executives. Mazda has not grown into a mainstream brand in China. The main reason is that the strategy is lagging behind.
Mazda’s marginalization Compared with other foreign auto companies and joint ventures, Mazda’s relationship with FAW and Chang’an seems loose.
It is noteworthy that Mazda’s two major business segments in China are FAW Mazda Sales and Changan Mazda Sales. FAW and Mazda are technical cooperation. FAW Mazda’s products are manufactured by FAW Cars and then sold by FAW Mazda. Chang’an Mazda's products are manufactured by Changan Ford Mazda.
"Mazda does not have a dominant position in the Chinese business. Cooperation projects with FAW are limited by the strength of FAW. FAW cooperation aims to develop FAW Pentium. Cooperation with Changan is limited by Ford. This will lead to Mazda's strategy in China. "A security car analyst said.
Prior informed sources told the "Daily Economic News" reporter, FAW Car production line also produced FAW Pentium brand cars and Mazda 6 cars, because FAW pay more attention to the development of independent brands, independent brands usually enjoy the priority of production capacity.
The securities auto analyst stated that “From the point of view of enterprise layout, we will find that Mazda is lagging behind its competitors in terms of product introduction, product updates, and localization of the industry chain. It lacks the right to speak and does not fully benefit. Mazda has accelerated its investment. Insufficient motivation has caused Mazda to become increasingly marginalized in China."
Take FAW Mazda as an example. At the beginning of 2005, FAW Mazda Sales Co., Ltd. was established. The three-party shares of FAW Car, Mazda and FAW Group were 70%, 25% and 5%, respectively. At the end of 2007, the proportion of Mazda's shares in the sales of FAW Mazda was changed from 25% to 40%.
Analysts believe that the profit points of Mazda and FAW cooperation mainly come from technology transfer fees and the profit of FAW Mazda 40%. Mazda is obviously in a weak position compared to other foreign-funded companies in the ratio of sales to half of the company’s performance.
Changan Mazda, Changan Mazda is a subsidiary of Changan Ford Mazda, Mazda only 25% of Changan Ford Mazda, Mazda's interests can not be maximized.
Ye Sheng, Deputy Director of Ipsos Automobile Research, believes that the joint venture company will take all-round cooperation in spare parts, procurement, logistics, production and sales. Foreign investment can fully enjoy the profits in the automobile interest chain, and Mazda is subject to dominance restrictions. The degree of participation in the business is not high.
The new joint venture wants to break through the difficulties. In the situation where the cooperation with strong FAW cannot be broken, Mazda is seeking cooperation with Changan to make a breakthrough. The Changan Ford Mazda division that will disturb the company for a year will complete.
Before the Mid-Autumn Festival, Ma Ruilin, president of Changan Ford Mazda, told the media that the separation of Changan Mazda from Changan Ford Mazda will be completed by the end of the year.
In September Chengdu Auto Show, An Xianlin, executive deputy general manager of Changan Mazda admits that the relevant program is being reported by the relevant state departments. Earlier news that the program will be approved at the end of the fastest. An Xianlin said that the split of the joint venture company will promote the independent operation of Changan Mazda in the future.
Chang Chuan, General Manager of Changan Mazda, who represents the interests of Mazda, is even more anxious. He said, “I also hope to achieve something faster.â€
When Changan Mazda formed a joint venture company to establish bright conditions, Mazda investment balance tilted to Changan Automobile. With the support of Mazda, Changan Mazda invested RMB 500 million to establish an R&D center, and Changan Mazda launched its own brand C401 project. Changan Mazda upgraded to a joint venture company, FAW and Changan faced more games, and the future fate of FAW Mazda of “technical cooperation†became confusing.
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