Liaonin_YiQi_0228.docVIP免费

LiaoNinYiQi(FAW)TradingCompanyInterviewDate:Feb28th,2000InterviewerName:JianPANIntervieweeNameMrs.DaiShuangPositionDeputyGeneralManagerCompanyLiaoNinYiQiTradingCompanyTelephone024-88432981CompanyProfileLiaoNinYiQiTradingCompanyisthelargestdealerofJieFangtruckinLiaoNin.FAWisthebiggestshareholderofthecompanywhenitwasfoundedin1998.ThecompanywassetuponthebasisofadepartmentofLiaoNinElectricEquipmentCompany,whichbegancooperationwithFAWtosellJieFangtrucksin1991.Nowthecompanysellfull-lineproductsofFAWandit’sJV.In1998itsoldabout2600JieFangtrucks,1000Jettacarsandover500AudiandHongQi.Nowthecompanyhas6subsidiaryautomotivetradingcompanyacrossLiaoNin.Ithas34employeesatheadquarterandthestructureisasfollowing:Thecompanyplanstoreorganiseinto3businessunitaccordingtoFAW’sproductline(JieFang,Jetta,Audi)inthisyear.1Board(5member,3fromFAW)GeneralManager(Boardmember)GeneralManager(Boardmember)SalesDepOtherBranchofficesMarketing(inconstruction)BackOfficeRentingDepPartssalesServicestation(inconstruction)Thesalesdepartmenthas6employeeinheadquarterandthereisoneinchargeofsaleseachinthe6branchoffices.Salesaregroupedbyproductlinefocus,responsibilitycoverswholes,retailandlargeaccountbusinessesoftheproductline.In1999wholesalebusinesscover60%oftherevenueandit’sexpectedtobereducedto50%in2000.Thepriceoftruckstheyoffertocustomersistheequaltoorbelowthecost.Profitcomesfromannulrebatewhichisnear2%oftherevenueTheircustomerportfoliois80%individualand20%enterprises.Asadealer,theyhavetobuythetruckintheirwarehouseregardlessiftheyhavesolditornotthreemonthsafterthedeliverydate.Theymaketruckordereachmonthonthebasisofpreviousyear’ssalesdataandpreviousmonthsales.InJan,2000thecompanylaunchedtherenting(consumerloan)businessandtheperformancewas20trucksinJan.theywillpaymuchefforttothisbusinessasopportunitytodevelopbusinessthisyear.Largeaccountbusinessdecreasedbothinnumberandsize,theproportionofsalestoindividualsincreasedinthepastyearsandwilldosoinfuture.KeyIssuesThecompanysellstruckstoendusersand2-tierresellersatthesametime,thiswillcauseinterestcontradictionandmayconvert2-tiertosellDongFeng?ConclusionThisisthestrongestdealerinLiaoNin.ItcouldbeagoodcandidateforFAW’sfirst-tierdealerinthefuture.AppendixYearTruckModelSalesUnitsSalesRevenue(millionRMB)1997LightTruck38630.5Medium&Heavytruck1554130.41998LightTruck30523.5Medium&Heavytruck1391133.81999LightTruck56745.4Medium&Heavytruck3301329.62