Author |Li Guozheng.
Edit |Zheng Wen.
Produced by |Bangning Studio (GBNGZS).
The Chinese market is the survival rule of 'fast fish eat slow fish'. Therefore, we need to quickly judge and launch products that meet the needs of consumers, so as to demonstrate the value of the company and the value of the brand. ”
The important question ...... how Nissan Motor can leverage its accumulated experience in electric vehicles to advance the development of the electric drive business together with its partner Dongfeng Motor, and provide more and better services and value to consumers”
On the afternoon of May 9, 2022, Makoto Uchida, President and CEO of Nissan Motor Company, said this in an exclusive interview with Ge Bangning, founder of Bangning Studio. One end of them is Yokohama, Japan, and the other end is Beijing, China, through ** connection and simultaneous translation.
The one-hour interview was part of Ge Bangningcai's new book, Nissan in China.
In December 2023, on the occasion of the 90th anniversary of the establishment of Nissan Motor, this "Nissan in China" was published by Fu Zi of Oriental Publishing House, and became one of the "Wind and Moon on the Same Day - Sino-Japanese Non-governmental Economic and Cultural Exchange Documentary Series". Oriental Publishing House is affiliated to People's Oriental Publishing Media***, which is directly affiliated to People's Publishing House.
The new book consists of six chapters, each of which is titled "A New Beginning", "China's Cocoon (1990-1999)", "Unprecedented Joint Venture", "Learning and Integration", "More than China", and "The New Decade". Including the preface and afterword, the book is 200 pages long, about 1240,000 words, recording the development process of Nissan Motor from its establishment in December 1933, to its entry into China in 1973, to the establishment of a joint venture Zhengzhou Nissan in 1993, to the establishment of Dongfeng Co., Ltd. in 2003, and then to the release of the "Vision 2030" vow to take root in China at the end of 2021.
This book is a summary of the development of Japanese companies in China, one of the representative works reflecting the economic and cultural exchanges between China and Japan, and a corporate biography recognized and authorized by relevant Chinese and Japanese companies.
This book was written during a special period.
The year 2022 marks the 50th anniversary of the normalization of diplomatic relations between China and Japan, the 44th anniversary of the visit of the chief designer of China's reform and opening up to Nissan's Zama plant, and the 20th anniversary of the signing of a 50-year long-term comprehensive cooperation agreement between Nissan Motor and Dongfeng Corporation.
With this as the background, Ge Bangning began to write a new book in 2021. In the past year, she risked the new crown epidemic to travel to Beijing, Wuhan, Guangzhou and other places, looking for various materials, and from China to Japan, online and offline to find a number of key figures, asking them to recall and tell the history of Nissan in China.
In an interview, Miao Wei, member of the Standing Committee of the National Committee of the Chinese People's Political Consultative Conference, deputy director of the Economic Committee, and former minister of the Ministry of Industry and Information Technology, recalled his experience of the whole process before and after the joint venture negotiations between Dongfeng Company and Nissan Motor, and told about the support of the leaders for the joint venture restructuring of Dongfeng Company, and talked about his own views on the future development of China's automobile industry.
At the end of the new book, Miao Wei said in an interview with the author of this book that China and Japan are the world's major economies and important close neighbors, and the economies of the two countries are highly complementary and their interests are deeply intertwined. "Looking back on the cooperation between the two countries' automobile companies over the past 50 years, we deeply feel the importance of cooperation. Miao Wei said, "Face up to history, learn from history, and create the future - this is true for enterprises in the two countries, and the same should be true for the two countries." ”
Zhu Yanfeng, former chairman and secretary of the party committee of Dongfeng Company, was interviewed, and his career has had close intersections with German, Japanese and French enterprises, and he believes that Japanese companies are more hardworking, especially the preliminary research and planning are very rigorous. The book records three enlightenments after his observation of Dongfeng Limited: first, strong system management ability, second, good management quality, and third, good team culture.
Zhu Yanfeng wrote the preface to the book, and Makoto Uchida wrote the afterword. The head of a Japanese automobile company, who has a lot of ties to China, wrote: "The experience of hard work has achieved a good relationship between Nissan Motor and its Chinese partner Dongfeng Corporation, and has realized the rapid growth of the joint venture (Dongfeng Co., Ltd.) and the common growth of both shareholders. The stories and conversations presented in this book are a great asset not only to Nissan Motor but also to Japan's related businesses in China.
In order to write the book, Ge Bangning interviewed Gupta, then chief operating officer of Nissan Motor, Yamazaki Shohei, senior vice president of Nissan Motor Company, chairman of the Nissan China Management Committee, and president of Dongfeng Motor, as well as Katsumi Nakamura, Koyasu Nakamura, Toshiyuki Shiga, Tomipi Shigano, Takashi Nishibayashi, Hideki Kimata, Akitoshi Suzuki, etc., and referred to the reports of Guan Yun and others who were previously written. They are not only the pioneers of Nissan's development in China, but also the participants, witnesses and relays of the major changes in its business in China.
On the Chinese side, Lei Ping, the current deputy general manager of China FAW, Chen Hao, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Company, and executive vice president of Dongfeng Co., Ltd., were interviewed.
The experiences and opinions of the above characters are recorded in the new book.
During the writing, with the assistance of the relevant departments of Dongfeng Company and Nissan (China) Investment, Ge Bangning consulted a large number of original archives and cross-verified with many people, restored some historical facts in the book, and cleared up some historical fog. The book also collects some history**.
These give the new book a unique and authoritative historical value.
Nissan in China is Ge Bangning's 10th auto monograph. Previously, she has successively written "Pioneering", "Red Flag", "Dongfeng", "Liberation: The Past and Present of China's First Automobile Brand", "New Journey: 70 Years of Liberation R&D", "C-NCAP 15 Years: China's Practice of Automobile Safety", "Perfection: Exploring the Growth Code of FAW-Volkswagen Craftsmen", "We Have Gone All the Way: 55 Years of CAERI" and "Power of a Great Power: 80 Years of Xichai".
These automobile monographs not only record China's first start from scratch, from small to large, leaving a historical manuscript for China's first country, but also inspiring countless people to devote themselves to the construction of an automobile power.
In November this year, this batch of automotive books won the Communication University of China 2023 Top Ten Oral History Project Award. At the invitation of the university, Ge Bangning shared his experience and insights in writing automobile history books and reports with oral history experts and enthusiasts from home and abroad.
Attached: The opening diagram of each chapter of "Nissan in China".