China's Ministry of Railways used a conspiracy to kill three soldiers, so that the German Siemens negotiation team in the hotel in China was fired without even finishing breakfast. At the same time, Siemens' share price is 17 percent, which scares the other two high-speed rail companies to obediently meet the requirements of China's Ministry of Railways. And Siemens started with 3The technology transfer fee of 900 million euros is finally discounted by 50%.800 million will be sold to us in a package with the world's most advanced technology.
This classic case of international negotiation once caused a sensation in the world, and there is still no way to crack it, and it has been included in the economics teaching plan of Stanford University and Harvard University, and it is lectured every day, and it is still very exciting to watch it now.
In May 2004, China's Ministry of Railways threw a sweet and juicy super peach to the world, ready to purchase EMUs that can meet the speed of more than 200 kilometers per hour, as many as 140 trains. As soon as this news came out, it immediately caused a sensation on the whole earth, but there were only four companies that could meet the technical requirements, Siemens AG of Germany, Alstom of France, Kawasaki Heavy Industries Consortium of Japan and Bombardier of Canada.
At this time, these companies have long been salivating, and they all want to eat this super delicious big peach. Just when they were about to move, in June of the same year, we issued a more ruthless bidding content: It is required that pure foreign enterprises are not allowed to bid, and pure Chinese enterprises cannot bid, and only companies that must cooperate with Chinese enterprises and complete thorough technology transfer can enter the Chinese market. Moreover, the two companies that can be cooperated with CRRC Changchun Bus Co., Ltd. (hereinafter referred to as CNR) and CRRC Sifang Co., Ltd. (hereinafter referred to as CSR) are clearly designated.
In fact, this is the first move of the two peach to kill the three soldiers, which is simply too ruthless. Because there are more than 50 locomotive factories under the cooperation of North and South Railway, if it is fully liberalized, anyone can negotiate with foreign companies on technology introduction, and then the situation will change from "more wolves and less meat" to they pick and eat casually, and the initiative of negotiation will be firmly in the hands of the other party, and at that time, it will be difficult for us to get high-end technology.
The second point is to tell you plainly, I will buy your technology, buy it back, and then compete with you, and finally kill you. This is the power of Yangmou, you know what the other party wants to do, but you still can't help jumping into this trap. Because this ** is too big, in addition to all the previous orders for 140 EMUs, we have also announced the future four vertical and four horizontal railway network planning, with a total mileage of 12 km of high-speed rail network. In the future, the market size will be larger, and the losses caused by abandoning the bid or losing the bid are unbearable and unbearable for any company.
Several companies have set up negotiation teams to travel to China. However, at this time, Bombardier Canada, which is the weakest and least technologically advanced, is unusually quiet. Because Bombardier established a joint venture with Chinese enterprises in Qingdao many years ago - Qingdao Sifang Bombardier Railway Equipment has carried out many times of pleasant cooperation for so many years, so they do not need to negotiate, they already have the qualification to bid. In fact, the main thing is that Bombardier is very obedient. No matter what kind of request we make, they only answer three words: no problem, obedient little brother, more or less still have to take care of it.
So the next step is to really enter the wonderful dispute between the three strong men and compete for two peaches.
The negotiations officially began, and Japan's Kawasaki Heavy Industries had cooperated with CSR before, so they directly found CSR, an old partner, to negotiate, and Siemens directly found CNR to negotiate. Compared with Siemens and the Japanese consortium, the French Alstom is much worse in strength, so he pedaled on two boats and negotiated with the South and North trains at the same time, striving to eat a bite of peaches.
In fact, the negotiation process was very painful and difficult, because the negotiation time given by the Ministry of Railways was only 41 days. First of all, Alstom, although he is very cooperative with us, and the conditions we offer can basically be met, but their technical conditions are not very mature. Because Alstom has always developed a centralized power route, it mostly uses articulated bogies. Our requirement must be a power-dispersed bogie, not an articulated one. Although in order to express their strong willingness to cooperate, they also took out the SM 3 EMU produced by the Turin, Italy factory that they had just acquired. However, the maturity and stability of this EMU did not meet the technical standards we required. So whether it's CSR or BSR, it's more or less a bit of a disdain.
But in order to leave a way back for himself, he could only press very low on the ** side, so that the negotiations fell into a see-saw deadlock many times.
Japan's Kawasaki Heavy Industries is actually one of the many consortia of Japan's Shinkansen, and it is also the weakest one. All Japanese companies except Kawasaki are reluctant to transfer technology of more than 300 kilometers, only the technology of the 200-kilometer Shinkansen, and it does not include all the core technologies. In this way, the risk and pressure of CSR will increase exponentially, because the 320 km/h Weile EMU platform owned by the German Siemens company that is negotiating with CNR has a very mature and stable technology, which can be said to be the world's best power dispersed EMU at that time, and has a very good reputation in the world. In fact, this is also the goal that our Ministry of Railways really wants to win.
Every time our Ministry of Railways mentions this technology platform from Siemens, both eyes glow blue, and this information has already been sent to their headquarters by Siemens' powerful business intelligence system. So they firmly believe that our Ministry of Railways will still favor their technology in the end, and other companies only exist to suppress their negotiations**. So they didn't budge an inch when they first started negotiating, and put forward extremely high transfer conditions.
They drove each EMU, asking for 350 million yuan, and the technology transfer fee was as high as 390 million euros. And some core technologies can't be transferred, so it's obvious that they're going to take care of us.
Negotiations on all three fronts did not go well. At this time, China's Ministry of Railways made two preparations, on the one hand, to continue to maintain difficult negotiations with Siemens and the Japanese consortium, on the other hand, also to step up negotiations with Alstom, at this time entered the second stage of the whole plan, we must polish their proud spirit and temper.
We knew that Alstom had filed for bankruptcy protection in France due to poor management, so they urgently needed this big order to bring their company back to life. So we put all the pressure on the other party and continued to suppress the content of the other party's ** and technology transfer. Among them, there are two very representative events, which are enough to prove the white-hot nature of the negotiations.
During our negotiations with the Japanese consortium, no one was willing to budge because we had never agreed on a single detail. At this time, a representative of the Japanese side suddenly stood up and shouted very angrily, I want to withdraw from the negotiations, and then I want to leave as a way to threaten us with concessions. One of our leaders stood up angrily, grabbed the water glass on the table, slammed it on the ground, and then said loudly to the Japanese representative: "If you dare to walk out of this door today, you will never come back." At this time, the Japanese representative was very backbone, saying that if he didn't leave, he wouldn't leave, what was the big deal. Then he returned to his seat and continued to negotiate.
Another time was the time for negotiations, and there were only a few days left, which was very urgent, and the representatives of both sides fought for several days and nights in a row, and no one went back to the hotel to sleep. During negotiations, there is often a scene where you are talking, and all of a sudden the venue is quiet. Then, after being stunned for a few seconds, everyone looked at the translator together and found that the translator had fallen asleep.
This is often the case with both sides of the negotiation, and during the negotiation a large amount of documents are required, which need to be printed and photocopied. So they prepared four printers and a photocopier in advance. But on the last day of the negotiations, all five machines burned down. Later, one of the leaders involved in the negotiation said that he really didn't know how he persevered at that time, but he knew that everyone was holding their breath in their hearts to see which of us could survive whom. Until the last day of the talks, there was still no great progress in the content of the talks, and no one was willing to make concessions. The German company Siemens, in particular, has not made the slightest concession.
We decided to move on to the third step of the whole plan, to destroy the cauldron and make an example of the monkeys. In fact, this step is a risky move, once it succeeds, it must be a great sage, but once it fails, it is also a complete defeat, and there is no room for a final election.
During the whole process of negotiation, in addition to the pressure we put on the companies, those companies were also fighting openly and secretly, putting pressure on each other, and they were afraid that the other party would sign a contract with us first. On the last day of the bidding, CNR suddenly announced that it would give up the negotiations with Alstom, because it could not accept the ** and technology transfer conditions offered by Alstom, all the negotiators were ready to pack up their things and go back to Changchun, and then turn off everyone's mobile phones, so that Alstom's personnel could not contact our negotiators. But when Siemens knew about this, they didn't think so, because they also saw that this trick was to make an example of the monkey and wanted to suppress our ** through this method.
At this time, a key figure came to the negotiation team with Siemens, and he was Zhang Mouguang, who became very famous later. After Zhang Mouguang entered the negotiation venue, he slowly lit a cigarette, and then said very calmly: "As a colleague, I appreciate and respect your German personality and technology very much, and I hope that we can become very happy partners." But the conditions you offer are really not sincere at all. I think it's a bit like "taking advantage of people's danger and robbing while it's hot". I'll give you a ** now, and you can discuss it, the ** for each EMU must be reduced to less than 250 million yuan, and the technology transfer fee must be reduced to less than 150 million euros, otherwise there is no need to talk about it. I'm going to give you five minutes to discuss it from now on. But the Germans didn't know where the confidence came from, so they refused at that time, and then, Zhang Mouguang directly extinguished the cigarette in his hand, and said to them with a smile: "You can book a ticket back to China." During this period, Zhang Mouguang did not smoke a puff of cigarette, and then he led the negotiation team to withdraw from the negotiation venue collectively.
At seven o'clock the next morning, Siemens' negotiation team was still full of energy and ready to go for the signing ceremony with CNR. Because they always believe that everything yesterday was a temptation and negotiation skills of CNR, and they will eventually choose Siemens.
At this moment, CNR suddenly announced that it had negotiated cooperation with Alstom and signed a contract. Germany's Siemens company has been out, the news has been announced, and the world's major Siemens has fallen sharply.
The executive officer of a department of Siemens, who was in charge of the business negotiations, also submitted his resignation report. While the entire negotiation team was still having breakfast in the hotel, they received a collective dismissal notice from the company.
At this time, Siemens' negotiation team was completely dumbfounded, and they looked at the French team opposite who was also eating breakfast, did they remember the Battle of Waterloo many years ago?
In fact, Siemens' negotiation team was not wrong at the time. We did use the method of "killing chickens and making an example of monkeys", and wanted to knock down their **, but they were a little too rigid. Because once we find that the trick of "killing chickens and making an example of monkeys" does not work, we will not hesitate to kill the monkeys as well. After all, there are two chickens watching.
At that time, after Zhang Mouguang led the team to withdraw from the negotiation venue, he released the news, and then the team responsible for negotiating with Alstom turned on the mobile phone, and sure enough, this trick of "killing monkeys and making an example of chickens" was very effective. Alstom immediately contacted our negotiation team, agreed to our request and signed the contract immediately. At that time, when Alstom knew that we had also given up on Siemens in Germany, they were really scared into a cold sweat, they didn't expect that our CNR would really dare to die together.
Alstom thought to himself, you Siemens yourself are going to jump into the pit, I can't be buried with you, if we don't take this order, the company will be yellow, and then immediately lowered its posture and signed a contract with us.
Subsequently, after seeing the sharp drop in Siemens' stock price, the Japanese consortium was also very fast, and immediately signed a technology transfer cooperation letter with CSR at a speed of 200 kilometers per hour, and in the end, the 140 EMUs were divided into seven groups, each group of 20 trains, Alstom was divided into three groups, 60 EMUs, Japan United was divided into 3 groups, 60 EMUs, and Bombardier was divided into a group of 20 EMUs.
Then the Ministry of Railways requires each group of trains to implement the "1+2+17" model, that is to say, you first build a train to show us, and then we produce two trains in China, and guide us to learn the entire manufacturing process and technical difficulties, and then the remaining seventeen trains, all the parts and components we produce and assemble by ourselves, and you will guide the whole process on site. If in the end it is found that the seventeen EMUs we produced ourselves are different from the previous three in one place, then we will not give you a penny.
At this time, they remembered Siemens, whose stock price had plummeted. And then in the next work, the degree of cooperation is quite high.
After completing this series of work, CSR and CNR were merged. Then we integrated the technologies that have been closed in these respective countries for decades, made use of our strengths and avoided our weaknesses, and since then we have independent intellectual property rights of EMU technology, and since then we have stepped out of the country and into the world.
But Siemens' best and most advanced technology, don't we want it? Don't worry, in June 2005, the following year, our Ministry of Railways threw out a tender for 160 EMUs and invited bids to the world. But this time is different from the last time, instead of specifying Chinese companies that must cooperate, it is a targeted bidding for technological upgrades. To put it bluntly, it is aimed at your Siemens district, and after Siemens got the news, it immediately flew to our country for negotiations. After they quoted, we made a counteroffer, and they didn't make a counteroffer, so we agreed immediately. The ** we give is 250 million yuan per EMU, and the technology transfer fee is 080 million euros, including all core technologies shall not be retained.
According to the last time, it fell by nearly 10 billion yuan. The head of the German negotiation team thought to himself, I am just a part-time worker, I am not as stupid as the previous wave of people, I have lost all my work, and I almost got it. Then we happily signed the contract.
In this way, we had all the most advanced EMU technology in the world within two years. Then we once again carried out integration, once again had the most advanced EMU technology with independent research and development intellectual property rights, and after that, we won orders from many countries.
Do you know how many horizontal and vertical railway bullet train networks we have now? In fact, the only way to crack this plan is not to participate in this bidding, and would rather let your company not make this money, then this plan will be self-defeating. However, the strategy is not imagined out of thin air, but is targeted according to the other party's personality, weakness, and participation.