Dongfeng Company's development history of more than four decades before the “Twelfth Five-Year Plan†can be divided into four phases: the arduous pioneering phase, rapid growth phase, reform adjustment phase, and open cooperation phase. After entering the “Twelfth Five-Year Plan†period, Dongfeng Company has entered the fifth stage, that is, the stage of coordinated development, as the large-scale collaborative strategy is proposed within the scope of the company and extends gradually to the depth and breadth.
Collaborative development is a difficult undertaking. It requires the spirit of arduous struggle born out of hardships, and it also requires a spirit of responsibility and responsibility to dare to do good. And these are the inherent "DNAs" of the lantern spirit. It can be said that looking forward to the future, the success of coordinated development is the best embodiment of whether the "horse lantern spirit" is in place.
In the past ten years, Dongfeng has always been characterized by “decentralized and fragmented†as its operating characteristics. All sectors and grass-roots units gave full play to their own subjective initiative. They did their best in the industry trend in the first decade of the new century and jointly promoted the new round of great-leap-forward development of Dongfeng Group. However, after entering the “Twelfth Five-Year Planâ€, subtle and profound changes have begun to take place in the industry development and market environment. As far as the industry is concerned, "micro-growth" has become the most prominent feature. Enterprises can no longer guarantee sustainable development simply by eating "big pot rice," and internal competition is becoming more and more critical.
Although Dongfeng Motor Co., Ltd. is one of the top three groups in the domestic auto industry, it has to maintain a high degree of urgency in this situation. What's more, the internal development of Dongfeng Company in these years is still unbalanced, such as the rapid development of the whole vehicle and the lagging development of parts and components; the rapid development of new businesses, the lag in the development of old bases, the rapid development of joint ventures, the lag in self-owned businesses, and the rapid development of the main industry. The auxiliary business is relatively weak. These are topics that must be taken into account for the future. If we do not expedite the resolution of these imbalances and uncoordinated conflicts and problems, we will not be able to talk about scientific development, or even influence and hinder new development.
"Now is in the key to building a century of Dongfeng's rushing examination period," which is Dongfeng's consensus. This "temporary examination period" is the fifth stage of the development of Dongfeng - the stage of coordinated development. Because only coordinated development can we successfully pass this “exam examâ€. In order to promote coordinated development, it is necessary to maintain a high degree of urgency and hard work in order to successfully pass this "temporary exam period."
In 2011, Dongfeng proposed the "great synergy" strategy. In the past two years, with the establishment and promotion of the "big commercial vehicle", "driver", and "big parts" strategy, the "great synergy" consciousness has been deeply rooted in people's hearts. However, it must also be noted that some sectors and units are still satisfied with their existing performance, their sense of urgency has been weakened, and the “horse lantern spirit†that has been struggling hard has been weakened. The strategic understanding of large-scale cooperation and development needs to be further strengthened. Collaborative development should be extended to the depth and breadth. First of all, the awareness of large cooperation should be further extended to depth and breadth. In this process, it is necessary to revisit the “spirit of lanternsâ€, especially the spirit of hard work and selfless dedication.
In the past two years, the strategy for synergy has been achieved. Through strategic guidance and project-led development, a lot of practical results have been achieved in collaborative development. For example, a unified brand image, resource sharing, technology and R&D collaboration, new and old business collaboration, procurement coordination, marketing coordination, overseas market coordinated operations, and so on. In 2012, Dongfeng Company has selected ten outstanding operational synergy projects. In 2013, ten key operating synergy projects are also underway.
However, it must also be noted that coordinated development is a daunting and complex project that requires constant commitment. It is not an overnight task. The fifth phase of development of Dongfeng Motor Co., Ltd. will also be a long process of coordinated development. At present, collaborative development does face some problems in the process of advancing. In addition, the decentralized and fragmented operation of the past decade has caused some of the plates and subsidiaries to become accustomed to their own operating methods and working methods and formed different “subculturesâ€. In this way, in the overall coordination process, the parent company will have different interest orientations when dealing with certain specific issues. Some of these sectors or subsidiaries place local interests on top of the company's interests. This has led to some projects being restructured, consolidated, and coordinated with high resistance and difficulty in implementation. Of course, this is also related to the lack of sound institutional mechanisms and system processes that are coordinated with Dongfeng Company. The global and systematic collaborative planning is still not perfect, the institutional mechanisms for promoting coordination are not perfect, the information exchange communication platform is insufficient, and the group's ability to control and control is weak.
Collaborative development is not a slogan and must be seen as action. In the implementation of the action, coordinated development will inevitably touch on some adjustments in Dongfeng’s existing interest structure, which will inevitably touch some changes in the existing work style of some units and individuals. This requires the strengthening of another layer of connotation of “the spirit of lanternsâ€â€”“the spirit of responsibility for pursuing truth and being pragmatic and daring to do goodâ€. To intensify this spirit, we must make use of the principle of pursuing long-term development to make choices of interests and avoid focusing on the immediate interests; we must increase the awareness and initiative of collaboration, and actively explore new forms and new approaches to collaboration; we must focus on key projects. To get a handle and advance synergy to achieve key breakthroughs.
The collaborative development stage, as the fifth stage of the development of Dongfeng Corporation, will be a stage that lays a solid foundation for the centuries' Dongfeng. Dare to do good, be realistic and pragmatic, use the "horse lantern spirit" to promote coordinated development, the east wind can win the future.
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