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The old and new forces in the top ten brands of the Zhongzhong Card compete for the first time, which undoubtedly indicates that the future heavy truck market will usher in yet another brutal competition.
Although trucks such as CNHTC, Shaanxi Automobile, Dongfeng, MAN MAN and Mercedes-Benz are absent, the commercial vehicle stage at the 2010 Beijing International Auto Show is not deserted. Not only Futian Auman, FAW Jiefang, Beiben, Hualing, Jianghuai Gefa are still active among the five mainstream heavy truck brands. As the oldest company participating in the exhibition for the first time in recent years, Dongfeng Liuqi, this time also carrying the main card to the capital. Gathered with members of the "heavy cavalry".
The addition of the three new forces from the Shanxi Grand Canal, Chang'an Heavy Duty Truck and Jirui Trucks is even more exciting.
The old and new forces of the top ten brands in the heavy trucks will face each other for the first time. The Beijing Auto Show will undoubtedly indicate that the heavy truck market will usher in yet another brutal competition.
Despite the difficulties ahead, it did not intimidate this ambitious heavy truck "new recruit." The three heavy-duty trucks in the auto show have a variety of "weapons" and announced a high-profile announcement of their entry into the heavy truck market.
Ji Rui: high-end starting to become mainstream
The joint truck built by CIMC, Chery Automobile, Yuchai Group, Fast Group, and Fuhua Heavy Industry debuted for the first time. This is the first real high-end heavy truck called China's own R&D, which has caused the industry’s attention.
According to Tang Gang, the deputy general manager of Jirui Union Heavy Industry, the joint truck project was officially launched in March 2009. The total investment for the first phase of the project was 3.2 billion yuan. China's largest logistics equipment and special vehicle manufacturing company, China's largest self-owned brand automobile manufacturing company, China's largest Diesel Engine development company, China's largest heavy truck transmission manufacturing company, and China's five largest national leading axle manufacturing companies to join forces It was built as a joint truck and it was positioned as a high-end start from the beginning, showing unusual development ideas and strong self-confidence.
“As early as 2005, when we were preparing for the CFHI project, we already predicted how much growth this market would have. In fact, at the time, the heavy truck market was only over 300,000 vehicles. There is still enough space in the heavy truck market in China. It should be to meet it.†Ju Xiaoyue, general manager of Jihoo Heavy Truck Marketing Services Co., Ltd. believes that the current domestic heavy truck market competition has not yet fully reflected, and in addition the strength of heavy truck companies still have much room for improvement.
The Jiru Heavy Truck Co., Ltd., a joint venture of five domestic automotive heavyweights, not only has its own complete power system, but also has a full set of dedicated vehicle mounting kits to seamlessly connect the chassis and tops. A new attempt was made in the heavy truck market.
Yang Zaiyu, who had participated in the research and development work of Ji Rui's joint heavy truck project market and products, said: “The technical content and standard of Ji Rui Heavy Truck are very high. Together with the vehicle and engine projects, Chery Automobile Co., Ltd. The large-scale and ambition of Jiji Group is by no means comparable to that of a typical Shanzhai Chongqing truck company.†He pointed out that whether Chery, CIMC, or Yuchai, Fast, or Fuhua, the mainstream high-end heavy trucks are all For the first time, integrating the resource creation cards of the spare parts companies, this model has never appeared in the field of heavy trucks before.
The production line of the joint truck is under construction. The products will be released in batches at the end of October this year and will be available for market in 2011.
“Our products are mainly positioned to meet market demand, not self-positioning high-end, but 'mainstreaming', not only to meet the needs of domestic users, and even meet the needs of global truck market users.†Tu Xiaoyue said in the next three During the year, Jirui Heavy Trucks will focus on improving products, satisfying users' needs and continuously improving products without blindly pursuing production and sales.
Grand Canal: National Layout
When the "big game" was brought up, many people remembered the first time in a classic slogan: "Feng Chi [review picture] world Universiade motorcycle." At the 2010 Beijing Auto Show Commercial Vehicles Zone, this well-known motorcycle manufacturing company announced a high-profile announcement of its entry into the truck sector. It is reported that the heavy-duty trucks that have been put into production for four months have produced more than 1,000 vehicles and sold more than 400 vehicles. After the first phase of the project is officially put into production, the Universiade Heavy Truck will form an annual production capacity of 50,000 heavy trucks, an annual output value of 15 billion yuan, and an annual profit and tax of more than 1 billion yuan; the second phase of the project will be completed within three to five years, and will be expanded to an annual output. More than 100,000 vehicles, the annual output value can reach more than 30 billion yuan.
"If the Universiade car can really develop steadily at this speed, perhaps the miracle of replicating the 'Ocunun Motor' will not be just a legend." It is with the production and sales experience of the motorcycle that makes Universiade Group Chairman Yuan Qinshan confident. Think: heavy trucks can do the same hot.
Yuan Qinshan said: “When we do motorcycles, we only pay attention to quality at the beginning. Only good quality motorcycles can leave the factory. Slowly, our high-quality motorcycles have been recognized by users and gradually expanded in size and network layout. Expanding and expanding to the well-known Universiade motorcycles, this experience tells us that when we are involved in trucks, we only need to abide by this rule, and I believe that our trucks can also do a good job.â€
The Universiade, which started with motorcycles, began to transform into heavy trucks in 2004. This background suddenly entered the truck market, causing many people to question: If a motorcycle sells well, will it be able to sell a heavy truck?
Yuan Qinshan told reporters on the “Car Watch†that the Universiade was not only fancy to enter the heavy truck market and blindly entered, but after careful consideration and adequate market research, it invested more than 2 billion yuan in 2004 to establish Shanxi Dayun automobile manufacturing. Limited company. Universiade Motors decided to enter the heavy truck field mainly for two reasons: "First, with the rapid development of China's economy, heavy trucks are growing much faster than cars. It is very difficult for cars to grow by more than 10% every year. I think Heavy trucks will grow by more than 20% each year, and the market potential of heavy trucks is very large. Second, the Chinese market needs highly cost-effective products, and the Universiade Motors has the confidence to meet consumer demand. This is where the advantage of the Universiade Motors lies."
Although the Universiade car is well-prepared, there are many heavy-duty truck brands and market competition is very fierce. Under such circumstances, can a new entrant compete with them?
“Although the Universiade is a new recruit and the company is still small, we have great determination. When we invest in heavy trucks, we have funds, ideas, and talents. This is our basis.†In view of Yuan Qinshan, the heavy truck is It is like building a tall building: “Can the Universiade work in the heavy truck area like building a high-rise building, building a high-rise building, and deepening the foundation?â€
With such foundations as capital, ideas and talent, the key is to develop competitive products. Yuan Qinshan said: "Our current product is between 19 tons and 50 tons, which is more in line with market demand. In addition, Universiade combines the safety of European products with the economics of Japanese products, and then pricing according to the characteristics of the Chinese market. The price/performance ratio is our product competitiveness.â€
At present, the Universiade's plan is to first push products to users and distributors, so a large amount of advertisements are put into the early stage. "Only when our good products are approved by users, we can continue to expand our network and expand our product line after we have formed a scale.
In terms of network services, the operation of the Universiade Heavy Trucks should be deployed throughout the country, and in the region, one of the best dealer service providers should be selected to provide VIP-style services. At the same time relying on the formation of the brand Universiade motorcycle marketing outlets, rapid development and occupation of domestic and foreign markets.
“Every user is a VIP customer. When a car fails, whenever it makes a phone call, it arrives within one hour. At the same time, it must solve the problem quickly. If the problem is not solved properly, it will not be timely. A detailed set of measures to compensate the user." Yuan Qin Shan said: "Only the product is done well, only the service is done well, not afraid of no dealer cooperation, and not worried about the user not buying the product, we have to think of it from time to time, we It will be able to develop heavy trucks."
Relying on the original national sales network of Universiade Motors, Universiade Motor has established a marketing network in 15 provinces.
Changan: focus on market segments
Changan Automobile, which won the second place in China’s auto industry through restructuring, has also recently increased its investment in the heavy truck industry. At the auto show, Chang'an Heavy Duty Truck debuted for the first time. Unlike the high-profile display of strength by CFHI, Chang'an Heavy Duty Truck focused on demonstrating breakthroughs in new energy technologies and became the only company to have a full line of new energy heavy trucks.
On the sales network, Changan Heavy Duty Truck has unique tricks.
“Our sales channels are very subdivided. We analyze the local market characteristics through a large amount of market research in the early stage, and finally decide whether or not the products are sold and promoted in the region. For example, we may sell our heavy trucks in a county, which can be in the urban area. But there is no our product.†Xu Qiang, Director of Chang'an Heavy-Duty Truck Marketing Department, said that the network layout of Changan Heavy Duty Truck focuses on the market segmentation, and subdividing specific market areas, not only the distribution of major cities, but also establishing networks in villages and towns. The exhibitors also wanted to use Shanxi as a base point to expand outwards radioactively. Outside Shanxi, the key development areas were Inner Mongolia, Henan, and Shandong, but they did not rule out the leaping development of individual regions.
“Sichuan, for example, Chang'an Chongqi has been widely recognized. Hainan, Northeast and Tibet are the provinces that are not considered for the time being, and there are no outlets. Except for these places, other provinces will be covered in 2010 and the coverage rate has reached the target value. 85% of the total.†Tian Min, general manager of Taiyuan Chang'an Heavy Duty Truck added.
Due to the complex technology of new energy heavy trucks and high requirements for personnel at service stations, Changan Heavy Duty Trucks provides rigorous pre-post training for maintenance personnel to ensure timely maintenance of vehicles. During the working process, Changan Heavy Duty Trucks dispatches experts to guide them. Protect the interests of users.
In Shanxi Province, about 40,000 heavy trucks are newly purchased each year. Because these resources are transported inside and outside the province, the country’s largest and most important heavy-duty vehicle regional market is formed, accounting for nearly 40% of the country’s total demand. As a result, with the gradual advancement of the construction of the new Changan Heavy-duty Base and the rapid increase in its production capacity, it is expected that by 2012, the sales of complete trucks of Changan Heavy Duty Truck will reach 15,000, and the total sales revenue will exceed 3 billion yuan, entering the heavy truck industry. top 10.
"New recruits" face three major challenges
However, the desire is good and the reality is cruel. Judging from the status quo, whether heavy truck "new recruits" want to "gun firing" or "fiddle shot", it is not easy to stir up the current pattern of heavy trucks.
The "new recruits" face three major challenges. However, they have good wishes and cruel reality. Judging from the status quo, whether heavy truck "new recruits" want to "gun firing" or "fiddle shot", it is not easy to stir up the current pattern of heavy trucks.
According to the statistics of the China Association of Automobile Manufacturers, in 2009, the annual sales volume of heavy trucks in China reached 640,000 vehicles, and in 2010 it is expected to reach 700,000 vehicles. The annual earnings growth of the heavy truck industry will exceed 30%. In the past quarter, trucks across the country produced a total of 100.06 million trucks and sold 99.17 million vehicles, an increase of 58.47% and 60.38% respectively year-on-year. In particular, in the heavy truck sector, a total of 276,400 vehicles were produced in the first quarter, and 267,600 vehicles were sold, an increase of 157% and 162% year-on-year.
Such a good growth trend, coupled with the good prospects for national economic development, led to heavy investment in the heavy truck industry. However, the recruits who choose this opportunity to enter the heavy truck market will have uncertain future market prospects. If they want to make a difference in the heavy truck industry, they will need to undergo multiple tests in the market.
The first is a fierce battle for market space. At present, China's heavy truck market has high market concentration, with the top 6 market share reaching over 90%. Moreover, in the “3+3†competitive landscape that has already formed, the market share of more than 60% occupied by CNHTC, Dongfeng Automobile and FAW Jiefang is unlikely to be broken in the short term; and Foton Motor, Shaanxi Automobile Group and Chongqing Red Rock is also exerting force frequently. Therefore, it is still quite difficult for the late entrants to hurry in the fields where others have been working for many years. Before Chunlan Motors had to withdraw from the heavy truck market, it also illustrated this point. An official from China National Heavy Duty Truck Co., Ltd. said that several major heavy truck companies have formed networks covering the whole country, which will, to a large extent, restrict the development space for these “new recruitsâ€. In fact, the existing heavy-duty truck companies in the domestic heavy-duty truck market are also continuously increasing production. If the top five heavy truck companies further expand their production capacity, the market space of other companies will be further squeezed.
The technical threshold and sales threshold for heavy trucks are also two major challenges faced by “new recruitsâ€.
Ten years ago, the Nanjing Automobile Manufacturing Plant (Nanjing Automobile Group Corporation) started the Lingye heavy truck project. At that time, a chief engineer had a vivid metaphor: "Engage agricultural vehicles is a primary school level, do light trucks light passengers is junior high school level, engage in large Passenger cars are high school and college cars are engaged in high-grade cars, while heavy trucks are graduate students. "It's clear that heavy trucks are not as simple as they are.
Yang Zaiyu pointed out that the automotive industry is a very large-scale economy, especially heavy-duty companies. This kind of economies of scale is reflected not only in the initial investment of auto companies, but also in the scale of production and sales it needs. In order to successfully operate an auto company, not only does it require a lot of investment in the early stage, it purchases a large number of equipment (fixed costs), and it also needs to reach a certain scale of sales, so that it can balance the various fixed costs before it can achieve profitability. The threshold for the heavy truck market is very high. Therefore, to do a heavy truck, after the positioning of an accurate technology platform, service and network construction are also crucial.
Yang Zaiyu, who has participated in the Nanyang Lingye heavy truck project, said that the importance of sales strategies and channels in the heavy truck market can not be ignored: “There is great wisdom, big strategy and big tactics, otherwise it is difficult to eat food in the mouth of competitors. A competitor is chasing after the interception of the road. Although Nanjing Automobile's car was made that year, and the quality is still good, but Nanqi people will not sell heavy trucks, resulting in paralysis."
Judging from the market experience, the development of the heavy truck companies at the late entry bureau is not smooth. It is possible for a real estate vehicle to be backed by a group or backed by the government to achieve sales in local markets, but it is very unlikely that an overall channel will be established in the country. However, if the company does not have technical advantages or scale advantages, it is not easy to open the market and survive for a long time. Healthy development is not easy.