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Jiangling light trucks took the lead to lift the flag.
In the first half of this year, due to factors such as rising prices of raw materials and the implementation of the National III emission standards, domestic mainstream light truck brands have repeatedly raised their prices; unfortunately, it is not long after a month of official implementation in the country. Under the pressure of sales, Jiangling, Qingling, Jianghuai and other light trucks started a round of “price wars,†with some light trucks falling by 8,000 yuan.
Jiang Ling took the lead by 6,000-7,000 yuan
In the first half of the year, passenger car prices continued to decline, it is still difficult to change the trend of sales in the downturn; but the commercial vehicle market seems to be “good sceneryâ€, not only the sales volume of commercial vehicle companies continues to hit new highs, but also the price rises with the price of raw materials. Affected by the implementation of State III emission standards, not only mainstream light truck brands have increased their prices to absorb cost pressures, but a few models have even had the “feature†to increase prices twice a month.
This prosperous situation was reversed a month after the official implementation of the National III emission standards. The reporter learned from the market that due to the unsatisfactory sales of the newly launched State III light trucks, at the same time, in order to deal with the national II models that are on the advance card, Jiangling, Qingling, Jianghuai and other light truck brands have entered a new round of price wars.
The price cut of the light truck market started in July this year and was initiated by Jiangling, followed by Qingling, Jianghuai and other light-card companies. Chen Shuanglian, general manager of Dongguan Jiangling Motors, told reporters that since July 1st, the price of the new product of the brand III in the country will have a discount of 6000-7000 yuan on the basis of the original factory guide price, and this discount will be applied throughout the year. After the price reduction, the emission upgrade cost is RMB 3,000 for the Jiangling III light truck, which is only 3,000 yuan more than the national II model.
Competitors follow suit
Jiangling’s price cuts quickly attracted competitors. The reporter learned from the classic car dealership in Dongguan selling the Ao Ling light truck that at present all Olympic bells are eligible for a 5,000 yuan discount for new products that meet the national III emission standards. Another high-end light truck on behalf of the Qingling also changed its steady style, in order to give way to the new car 700P, announced that anyone who purchased 600Pd in ​​July 18-August 18th can get a value of 8,000 yuan package.
The JAC light trucks ranked third in the light-duty truck market, in the name of digesting the stock cars, sent cash dividends of RMB 8,000 to China III short-wheelbase Shuai Ling. The person in charge of the Jianghuai Automobile stated that the price reduction is to cope with the pressure brought by competitors' price cuts, but JAC will not compete with its rivals for a price war.
One after another in the sound of price cuts, Yangcheng light trucks have to come out for battle. Guangzhou Yangcheng light truck dealer said that under the pressure of inventory pressure and pressure from competitors to lower prices, all models of the Yangcheng light trucks have RMB 8,000 or so, and the price-adjusted Venus series are sold for 80,000-8.2 million, respectively. Sale 81,000 - 83,000.
Currently, Beiqi Foton and Dongfeng Motor, which are currently ranked top in the light-card segment, have yet to follow suit. However, after competitors have reduced their prices and scrambled for market share, the possibility of these two light truck companies adjusting their strategies to increase sales promotion is quite high.
Price cuts give way for new car
The price reduction is generally chosen during the peak sales season. However, at present, it is not the peak season for light truck sales. Why did the major light truck brands fight the “long absence†price war?
One of the reasons is to make way for new models. Jiangling light truck related parties, JMC will soon launch a new high-end light truck new "Kai Rui", this price cut is to pave the way for this new listing. Qingling's price cut is also to make way for the newly listed 700P. Jianghuai Automobile also plans to launch a new product similar to Jiangling Kaiyun in price and configuration in the near future.
The more important reason is that the light truck brands want to grab the market opportunity when the National III products are fully listed. According to Chen Shuanglian, general manager of Dongguan Jiangling Motors, there are still some light trucks on the market that are already on the market. Jiangling currently has no such products. Therefore, the price reduction is to reduce the price gap between these countries and the light trucks. In order to occupy the market ahead of the competitors selling country III new products.
The sales manager of Dongguan Junyu Motors, Jianghuai light truck dealer Liu Wei believes that due to the large increase in the prices of State III products, and the consumers of trucks are more sensitive to prices, the price reduction is a market strategy adopted by manufacturers to increase sales. There are further analysis of the dealers, this strategy will allow consumers to experience the good performance of the State III products earlier, so as to pave the way for future sales.
Although light trucks increased by 21.9% year-on-year in the first half of the year, they only increased by 2.1% year-on-year in July. As a result, several light truck brands have successively promoted their sales in recent months, showing that they are concerned about the sales prospects of China III light trucks. Affected by the implementation of State III, advance consumption, and price increase, the growth rate of the young card market in the second half will surely fall. However, the magnitude is still not known.
View related topics: State III standard commercial vehicle companies usher in new challenges