XCMG enters the heavy truck industry, and the industrial concentration of Xugong Heavy Trucks can be as large as


In early 2011, XCMG announced that it will invest 10 billion yuan in the construction of the XCMG heavy-duty vehicle project in the Xuzhou High-tech Industrial Development Zone. This project includes four core businesses including heavy-duty trucks, engines, transmissions, and axles. The goal is to produce 100,000 heavy trucks per year and the required assemblies. This is Xugong’s heavy-duty strategic plan that took over two years after it completed the acquisition of a 60% stake in Nanjing Chunlan Automobile Manufacturing Co., Ltd. The industry has always been talking about this, the current domestic heavy truck industry concentration is so high, Xugong Heavy truck can really do much.

● How to spend it

As the top domestic construction machinery supplier, Xugong Group chose to enter the heavy truck industry at this time and can only be labeled as a latecomer. Compared to heavy-duty trucks like Chang'an Heavy Duty Truck, Universiade Automobiles, Jirui Union and Guangzhou Automobile and Hino, the foundation of Xugong is undoubtedly the best: rich equipment manufacturing experience, mature human resources reserve, close-up supporting system, self-sufficiency Self-sufficient downstream conversion, more importantly, XCMG also has two core components joint venture partners: Doosan and Meritor, but these basic elements alone can not guarantee the success of XCMG in the heavy truck field.

For example, Xugong is extremely high-profile in announcing that he and South Korean Doosan joint venture to produce 6-8 liters of diesel engines, but also to introduce Doosan's larger displacement engines for heavy trucks. However, Doosan’s diesel engine technology does not have an absolute advantage over domestic mainstream companies such as Weichai and Yuchai, and Doosan recently had to turn to Scania for its large-displacement diesel engine technology. Under the market conditions, promotion of Doosan brand is difficult to gain the trust of heavy-duty users. Moreover, XCMG's current high-profile approach to strengthen vertical support is hardly supported by parallel support from independent diesel engine suppliers.

On this issue, SAIC Iveco Hongyan’s lesson was painful, because the attitude of the former leader at the beginning of the joint venture to independent diesel engine suppliers did not gain the trust of the engine supplier. The joint venture brand engine was not widely recognized during the sales season. Independent diesel engine suppliers did not support it, resulting in the loss of large orders in the peak demand period of the heavy truck industry in 2010, and subsequent leaders had to pay for the recklessness of their predecessors.

In the past year, the XCMG brand heavy-duty trucks have been listed and sold. The management of their product lines is not without merit. At present, XCMG's products are fully blooming in tractors, modified cars, etc. There are no clear trade-off strategies for sales. The network layout also does not show that Xugong’s old experience in construction machinery has nothing new to compare with the new army in the heavy truck industry. Moreover, the service network of construction machinery and the service network of heavy-duty trucks are difficult to be compatible, and Xugong Heavy Duty Trucks' attempt to leverage the engineering machinery service network is not satisfactory. After the birth of Futian Auman heavy truck, the main market and flexible marketing strategies have achieved great success. In contrast, Xugong Heavy Trucks' marketing management still has many things to do.

Even if they belong to the same company which is a construction machinery modification company, the company’s product launch strategy is very clear at the outset. On the one hand, it takes a low profile to seize the assembly suppliers, integrates internal resources, and uses its own brand, the Star Horse, in the market for special vehicles. Advantages to promote their own chassis vehicles. However, the influence of XCMG’s top-loading on the market is limited, and its business segment belongs to Xugong Technology, a listed company, which is not easy to use in order to avoid related party transactions.

Currently, XCMG has been acquired by the Ordnance Group. If the Ordnance Group integrates XCMG's heavy duty truck business with Beiben Heavy Duty Truck, it will undoubtedly be soaring for Xugong Heavy Trucks. However, is this really as simple as the outside world thinks?

● Houmen deep like the sea

As is known to all, under the guidance of the strategy of military transfer to civilians under the leadership of the Ordnance Group, the automobile and parts manufacturing companies were established. These companies are affiliated with different military and civilian businesses and subsidiaries of the Group. Civil vehicle business often plays an auxiliary industry in the military products of different subsidiaries within the military industry system. That is, when the military orders are insufficient, these military and military enterprises must rely on civilian products to maintain their livelihoods.

The merger of two heavy-duty trucks in Baotou North Benz Heavy Vehicle Co., Ltd. and Chongqing Tiema Motors Co., Ltd. last year lasted for more than 10 years. This is a fundamental reason: the two companies are under the control of the Ordnance Group. The Inner Mongolia First Machinery (Group) Co., Ltd. and Chongqing Iron Horse Industrial Group Co., Ltd., the balance of interests is not easy to solve.

In 2003, under the cooperation of the Ordnance Group, Inner Mongolia First Machinery (Group) Co., Ltd. and Chongqing Iron Horse Industry Group Co., Ltd. all took out their heavy-duty truck business and set up the present Bei Ben Heavy-Duty Truck. However, the same company that belongs to the veteran industrial company Beijing Huade Neoplan Bus Co., Ltd., whose parent company is Beijing North Vehicle Group Co., Ltd., failed to complete the merger with the Beijing Beiqi Group. Against this background, it is not easy for Xu to work hard for a heavy truck recruit.

Although the domestic heavy-duty truck industry has now entered the era of competition from the era of melee combat, the market's pattern is based on the premise that the domestic heavy-duty truck operation market has a low level of organization and management is not systematic. Any latecomer who improves the construction of the industrial chain, pays attention to vehicle quality management, and intensively subdivides marketing can all stand out in the future market changes.

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