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I. Analysis of Factors Affecting the Light Truck Market
1. In the first half of this year, the national economy continued to maintain rapid growth. According to relevant news, the GDP growth rate reached 9.7% in the first half of 2004, which played an important role in stimulating the development of the light truck market.
2. The rapid development of urban construction in recent years has led to the rapid development of the city's logistics industry, which has directly stimulated the market demand for light trucks, and it has benefited from high-end light trucks.
3. Since 2003, the sharp increase in the price of steel, which is the main raw material for automobile manufacturing, has directly led to the increase in the production cost of light trucks. The profit of the economical truck market has been due to price wars over the years. Very thin, it is difficult for companies to absorb the pressure of raw material price increases. To ensure product quality, most light truck manufacturers, including Futian, Jianghuai and Dongfeng, have raised their prices.
4. The increasingly stringent national environmental protection regulations The impact of light-duty trucks on low-grade light trucks cannot be ignored. As China will implement the Euro II emission standards from 2004 to 2006, such a high threshold is currently Most of the economical light-duty trucks cannot achieve this, which will, to a certain extent, promote the development of the light-duty truck market to mid-to-high end.
5. The rapid development of China’s highway construction and the increase in road network density have all played a positive role in driving the increase in the market capacity of light trucks. By the end of 2002, China’s total length of roads has exceeded 1.7 million kilometers. By 2010, the total length of highways in the country will reach 35,000 kilometers. Cities with more than one million population and 93% with more than 500,000 people will be driven at high speeds. Highway is connected.
II. Analysis of Production and Sales of Light Truck Industry in the First Half of 2004
Table 1: Sales of light trucks in the first half of 2004 Unit: Vehicles, %
January to June 2004
Growth rate from January to June 2003
car
2553567
2056759
24.15
Trucks
755565
610380
23.78
Light truck
415347
332952
24.75
In the first half of this year, auto companies completed the production of autos 2677137, an increase of 27.1% over the same period of last year; sales of autos were 2,553,567, an increase of 24.15% over the same period of last year. Output growth and volume growth decreased by 7.03 percentage points and 7.84 percentage points over the same period of last year. The reason for the decrease compared with the same period of last year was mainly due to the sharp decrease in car growth compared with the same period last year.
Among these trucks, 755,565 units were sold, an increase of 23.78% over the same period of last year. The growth rate was 18.61 percentage points higher than the same period of last year. The reason for such good performance was that the production and sales of medium-sized trucks and mini-vehicles were substantially increased in the first half of this year. The reason for growth.
In the first half of 2004, a total of 415,347 units of light-duty trucks were sold, an increase of 24.75% over the same period of last year. The growth rate was a decrease of 2.51 percentage points from the same period of last year, accounting for 54.97% of the market share of trucks, a slight increase over the same period of last year.
Table 2: Sales of Key Light Truck Enterprises in the First Half of 2004 Unit: Vehicles, %
Business name sales
January to June 2004
Growth rate from January to June 2003
Total car companies
2553567
2056759
24.15
Light trucks (41)
415347
332952
24.75
Beijing Automotive Industry Holdings Co., Ltd.
152520
102786
48.39
Anhui Jianghuai Automobile Group Co., Ltd.
40655
24009
69.33
Dongfeng Motor Corporation
29571
35295
-16.22
Yuejin Automobile Group Corporation
26056
22007
18.4
Jiangling Motors Corporation
27926
25094
11.29
FAW Hongta Yunnan Automobile Manufacturing Co., Ltd.
17672
20722
-14.72
Shandong Kaima Automobile Manufacturing Co., Ltd.
18176
10433
74.22
China First Automobile Group Corporation
14661
17449
-15.98
Qingling Automobile Co., Ltd.
14005
15201
-7.87
Jinbei Automobile Co., Ltd.
6206
3423
81.3
In the first half of this year, 5 light-duty truck manufacturers sold more than 25,000 vehicles. The five companies completed a total of 276,728 sales, accounting for 66.63% of the light truck market share. The above five companies added only the production market. Qingling Automobile Co., Ltd., which has a relatively small number of high-end vehicles, and two companies, FAW Hongta, whose sales have fallen sharply due to the incomplete integration of resources after the joint venture, constitute the most current light truck market. Competitive group.
III. Overview of the Light Truck Market in the First Half of 2004
The seven light-duty trucks companies mentioned above are classified according to the market share of the light-duty truck industry. Currently, they can be roughly divided into three major groups. The first group is Beijing Automotive Industry Holdings Co., Ltd., which is currently The well-deserved overlord in the domestic light truck industry occupies 36.72% of the market share of the light truck industry, and its sales volume is 3.75 times that of Anhui Jianghuai Automobile Group Co., Ltd., the second largest company. The second group is Anhui Jianghuai Automobile Group Co., Ltd. This company and Beiqi Futian Company can be referred to as the two successful models of China's auto industry. In the first half of this year, the JAC Group completed 40,655 light trucks sales, an increase of 69.33% over the same period of last year. Particularly rare is that regardless of the overall market trend of the car over the years, JAC has always maintained more than double the overall growth rate of the light truck market. Growth trend, and in the first half of this year won the second position in the light truck market. The other five companies constitute the third group. In recent years, the competition in the light truck market has mainly started in these seven companies.
At present, the competition in China's light truck market has reached an unprecedented level of fierce competition. The competition measures adopted include various aspects such as price wars, deployment wars, and service warfare. It is gratifying that, after years of cruel competition in the light truck industry, several major production companies have initially had the ability to compete internationally.
IV. Analysis of the market competition pattern of light trucks
1. High-end light truck market competition
In the current high-end truck market, if the method of dividing grades by price is traditional, only Qingling's product is a real name. Although Jiangling, Ao Ling, Jianghuai Shuai Ling and Dongfeng Star are high-end categories in terms of configuration, they are closer to the traditional mid-range products in terms of pricing, and they are truly high-end products. Since the market positioning of the above products converges and the target customers are basically the same, it is convenient for analysis. In this article, these products are still referred to as high-grade light trucks.
In recent years, with the rapid development of the urban economy, the level of urbanization has increased, and the area of ​​each city has greatly increased. The expansion of industrial and commercial resources to the surrounding areas of the city has greatly promoted the development of the city's logistics market, while the city's logistics vehicles are not only satisfied. According to the requirements of the national environmental protection regulations, the customers' high standards for energy conservation, comfort, and even appearance all determine that the city's logistics carrying tools can only be dominated by high-end vehicles.
In recent years, with the price war of the light truck industry, the profitability of economical light trucks has become increasingly meagre. This has led to the fact that domestic light truck manufacturers have focused their attention on fewer competitors and have higher profits. The market capacity is again in the rapidly expanding high-end light truck market.
Anhui Jianghuai Automobile Company launched the "International Edition" light truck handsome bell in Beijing. Dongfeng Motor also launched its high-end light truck "Dongfeng Star" co-produced with Nissan and Taiwan Yulon. Jiangling Motors Corporation listed a high-end light truck boutique Jiangling Kaiyun. . In one month or so, there are three new high-end light trucks listed on the market, both of which are heavily used in the distribution of cars. The market positioning is also a fast-growing urban logistics market. In addition, Beiqi Foton and Mercedes-Benz are in negotiation. The company's joint venture light trucks and projects, Chunlan and Hino's cooperation projects, etc., which is doomed to this year's high-end light truck market is no longer calm.
Earlier this year, it seemed that the smell of smoke was smelling. First, Jiangling Motors announced the price reduction of its JMC series light trucks. Among them, the standard model was reduced by 5,000 yuan, the extended model was lowered by 8,000 yuan, and the Jiangling JMC with the original price of 81,800 yuan after the price cut was 7.38. Million, then Beiqi Foton lowered the price of its high-end light-card Aubell, with a maximum drop of 9,000 yuan. The price of the newly-listed "Shuai Ling" is only about 7 million yuan, Jiangling Kaiyun, its product price is between 70,000 to 80,000 yuan, and the "Dongfeng Star" is priced at around 90,000 yuan. "Quality, high price" price of about 10 million Qingling, high-grade light truck market has been the desire to come to wind full of towering winds, crowds compete against each other, who is still unknown.
2. The market competition of medium and low-grade light trucks
Compared with the high-grade light truck market filled with smoke, the overlord of the middle-to-low-end light truck market has already emerged. The brand with the largest sales volume in the light truck market is the "time light truck" under the flag of Beiqi Foton. The era light truck is Fukuda's kill. The basic brand entering the light-card market has now become synonymous with low-end light trucks, accounting for more than 38% of the market share in the light-card market. There are more than 100 varieties, prices ranging from 25,000 yuan to 58,000 yuan, the engine has 480,485,490,498,4100,4102,4105 and many other models.
The light-to-medium-end light truck market has the largest market share of light trucks, accounting for more than 70% of the total light truck market share, and the main user groups are located in the vast rural materials and urban-rural areas. Nowadays, the requirements for transportation vehicles in the rural and urban-rural junctions are increasingly increasing, and the gap between the current low-end light vehicles and high-end agricultural vehicles in terms of products and prices is very small, coupled with economic growth, increased income, and restrictions on agricultural vehicles in some regions, Many users who originally purchased agricultural vehicles began to repurchase medium and low-end light trucks. According to statistics, the annual production and sales volume of China's agricultural vehicles is about 2.5 million units, and the number of vehicles in use exceeds 10 million. The potential for replacement and replacement is huge, so this market can never be ignored by companies.
V. Analysis of the operating characteristics of light trucks in the first half of 2004
1. High-end light trucks will dominate the logistics market
China will fully implement the Euro II automobile exhaust emission standards from 2004 to 2006, and Beijing, Shanghai, Guangzhou and other cities have implemented this standard in advance. With the increasing severity of the energy crisis, the threshold for energy saving and environmental protection of light trucks will become a fundamental requirement for the construction of “green logisticsâ€. At present, most of the economical light trucks cannot meet this target and can meet emission standards. The high-end light trucks that can provide good ride comfort will be the first choice for city logistics vehicles.
2. The rise in raw material prices has prompted companies to abandon price wars.
This is reflected in the low-profit light economy light trucks. Since 2003, the steel market prices have risen across the board and have been raised almost once a month. This has also had an increasingly significant impact on the auto industry. After many years of continuous price reductions, the light truck industry price alliance formed by Beiqi Foton, Jianghuai, Dongfeng and other light truck giants was formally announced on April 1. The price of major light trucks will increase by 10%. Light trucks have been unable to withstand the pressure of raw material prices.
3. Light-duty truck companies are increasingly paying attention to light-duty trucks
The two new high-end light trucks launched this year: Jianghuai's Shuai Ling, Dongfeng's Dongfeng Star all emphasize the design of its car and humanization. The application of technology for the development of chassis for passenger cars on trucks is indeed very meaningful in terms of upgrading the level of products. Not only does it improve the technical content, but it is also higher than the standard of trucks in terms of comfort and safety. The detailed design of cars and humanization, such as car interiors, CD audio, electric windows, and air conditioners, etc., are becoming more attractive to users as they increasingly demand the comfort of trucks. .
4. Light-duty modified vehicles have grown rapidly
This is mainly due to the fact that most large and medium-sized cities currently do not allow the use of bare trucks. This has resulted in the conversion of light trucks into vans. The users are mainly oil industry, postal industry, financial industry, communications industry, and the market. Self-employed in the area.
VI. Analysis of Key Light Truck Manufacturers
Qingling Qingling has been pursuing the concept of “high quality and high price†for many years. It is precisely because of this concept that Qingling’s profits are among the top in the domestic automotive industry and it has been awarded the title of National Advanced Enterprise of Quality and Efficiency for three consecutive years. , was awarded the "National Quality and Efficiency Advanced Enterprise Special Award" by the China Quality Association.
As Isuzu's closest strategic partner in China, Qingling, which possesses the latest technology of Isuzu, went directly to overseas for listing in 1994. After listing, Qingling invested all the funds raised in the technological transformation project. In 1997, Qingling again Relying on the good performance achieved in the past three years and the market reputation after the listing, as one of the three pilot companies that issued convertible bonds overseas, it once again went to the international capital market to obtain 12 times of oversubscription and fully utilized the raised funds. The capital has successively formed 8 parts and components such as Qingling Foundry, Forging, Cast Aluminum, Axle, Plastics, Seat and Mould Center, and Technology Development Center, among which the Technology Development Center is the second joint venture founded by the automotive industry in China. .
Qingling’s grasp of market opportunities and changes is the key to its success. For example, when many light truck companies entered the economy light truck market, Qingling introduced the Japanese Isuzu high-grade light vehicles to the market, thus seizing the high ground of the high-end light truck market.
At present, Qingling has owned four major series of light and heavy commercial vehicles, pick-up trucks and passenger vehicles. The president of the Isuzu Motors Co., Ltd. in Japan commented: "Qingling has the same level of Isuzu."
Qingling's casting blanks have been mass-marketed back to Isuzu, and many other parts have been successively passed into the Isuzu Global Purchasing System through the rigorous evaluation of Isuzu's global quality standards. Its products have been exported to Chile, Haiti, Guatemala and other countries in Central and South America.
Beiqi Futian Foton Motors owns Futian Auman, Foton Landscape, Foton Surfing, Foton Aoling, and Epoch Automotive's five series of brands, which cover a full range of products for trucks under 35 tons in commercial vehicles, as well as light passengers, SUVs, and pickup trucks. product. In the past seven years, Foton Motor has grown at an average annual rate of 75%, and in 2004, Foton has also established a business target of 380,000 cars for production and sales, and sales revenue of 24 billion yuan.
At present, the ratio of Foton diesel vehicles to gasoline vehicles is 95% for AoLing light trucks, 80% for pickup trucks, and 100% for Auman and Era light trucks.
Although it has been a long list of small towns, but Futian did not stand still, but in peace time in peace time, constantly in product, service, technology and other aspects of innovation, and has already set its sights on the international market. Such as: In order to maintain the market share of the era brand, its new products are introduced continuously, and promotion methods emerge in an endless stream. In the first half of this year, the era pilot KJ3200/3800 series achieved synchronous upgrading of the light truck's modeling, function, and quality, and implemented the “Times†from the beginning of February. Knowledge Engineering." The success of its high-end product, Ao Ling, comes from its precise market positioning and, to a large extent, because it truly wants users to think and rush to users. For example, when Foton Aoling participated in Suning Appliance's bid, he learned that Suning Appliance put forward special needs for the immediate, stable and safe aspects of home appliance logistics. Therefore, Ao Ling has made detailed optimizations in many areas such as the car body, loading and unloading positions, and has also done many articles on noise reduction and emission reduction.
With the official launch of the Foton Auto Call Center's international service hotline, it marks the start of the internationalization strategy of Foton Motor. Facing the development of a new environment for internationalization, Foton has launched the first BIS (brand recognition system) in brand building, highlighting market orientation. From the user's point of view, the brand is used as an element of market management to form a brand system that is highly related to the target market and completes the transition from product making to brand making. In terms of management mode, in the face of the development trend of the company's internationalization, Foton Motor proposed “Common to Strategic Management, Toyota for Homework Managementâ€, and unswervingly implemented and implemented the SBU strategy management model to further promote the Toyota Production System ( TPS) has seen significant improvements in strategy and job management. While strengthening management, Foton Motor has gradually established a relatively comprehensive network of vendors and suppliers in the world.
With the start of Futian's internationalization strategy, the number of its exports has increased significantly. At present, exports have reached about 2,000 vehicles, which exceeds the export volume of the previous year.
Since the FAW Hongta officially signed a cooperation agreement with the Shifeng Group at the end of 2003, the process of cooperation with the Shifeng Group was too rapid, resulting in many policy measures that were not supported, which led to a sharp decline in production and sales in the first half of the year. In order to reverse this passive situation, the two sides made a thorough investigation of the light truck market and proposed the “symbiotic marketing modelâ€: the establishment of the China FAW Hongta Shifeng Group Light Truck Northern Sales Company, reintegrating the original marketing network of the Jiangbei sides and setting up a market analysis. The team regularly analyzes the pros and cons of competitors' product quality, price, and marketing strategies, and promptly makes feedback improvements. According to the market division between the two sides, the market of FAW Hongta Factory is mainly south of the Yangtze River and gradually radiates in Southeast Asia. The Shifeng Group is mainly located north of the Yangtze River and sits on the Central Plains, taking into account both the northeast and northwest battlefields. If this strategy is successfully implemented, relying on the complementary advantages of the two sides in geopolitical, technological, production, marketing, brand resources, etc., its output will surpass Jianghuai Co., currently sitting in the second place.
The Dongfeng company's production and sales volume of Dongfeng has been declining in the past two years. The reason is worthy of deep thinking among the industry. From the aspect of quality, the light trucks produced by “Dongfeng Motor†all comply with the exemption from inspection standards. In terms of security, in October 2003, the "Dongfeng XBN" and "Dongfeng Star" completed the frontal crash test. All three tests of the Dongfeng Light Commercial Vehicle met the European ECE R29 conformity assessment. In terms of services, “Dongfeng Motor†has the largest service network for domestic light trucks and 500 technical service stations across the country. It provides four 24 hours a day service for Dongfeng Star. From the perspective of the launch of new products, in the first half of this year, the "Dongfeng Star" and "Dongfeng Sprinter All-around Champions" were launched. Among them, "Dongfengxing" was the first company in China to assemble the Nissan QD32 inline four-cylinder, water-cooled diesel engine with a power of 75.8kw. With a maximum speed of 120 km/h and emissions reaching the Euro 2 standard, it can meet the environmental protection requirements of all domestic cities. It also uses Taiwan's exquisite interiors for the first time, power steering, independent front suspension, remote control central locking, and optional equipment. Reversing radar and other car configuration. All of these are not lost to other domestic light truck manufacturers. What is the cause of the decline in production and sales? This issue is worthy of consideration by all light truck companies.
Jiangling introduced the Isuzu technology to produce light trucks from 1983 to the development of two sub-brands, JMC light trucks and Baodian pickup trucks with independent intellectual property rights, and took the lead in achieving brand management and achieved great success in the market. At present, Jiangling’s products have formed four major series, dozens of varieties of production scale, and 100,000 vehicle production capacity.
On the marketing model, in 1997, Jiangling adjusted its sales network, introduced private capital into the marketing system, and took the lead in establishing the “trinity†sales model in the industry to achieve integration in sales, maintenance, and service. In 2000, it expanded into a “four in oneâ€.
On the service, "good car sharing, affordable people" has always been the purpose of JMC light truck service users. Jiangling will expand its level of agency to 72 prefecture-level cities nationwide this year, and effective distributors will be expanded to the top 100 counties in the country. With a strong network of resources, Jiangling’s brand value will be enhanced.
The business policy of “high quality, variety, medium price, and high quality service†is a unique business policy of Jiangling Company. To further seize the high-end market, on February 1 this year, Jiangling officially announced its JMC series. The price of light trucks was adjusted downwards, among which the standard model was reduced by 5,000 yuan and the extended model by 8,000 yuan. The third-generation light trucks, Jiangling Kaiyun, and Kaiyun series light trucks were equipped with 4JB1 diesel engines. The emissions reached Euro II emission standards and fuel consumption. Very low, minimum fuel consumption reached 195g/Kw.h, equipped with adjustable steering wheel, knob-type air conditioning control system, reversible seat, electronic LCD display instrument cluster, coupled with car radio, anti-glare rearview mirror, Exterior mirrors and environmental protection air conditioners, door sound alarm system is not closed, central locking, imitation peach wood interior, electric window shaker, and supplemented with optional reversing radar, the price between 7 to 90,000 yuan.
This year, Jiangling Group will implement the strategy of “getting bigger and stronger†and achieve breakthroughs in “new cooperation, new models, new bases, new volumeâ€, with the best models, best technologies, and fastest speeds. Seek greater development. At the same time, we will implement a global strategy and expand our new overseas market space. In addition to continuing to improve the distribution network in countries such as Turkey and Saudi Arabia, the company will also establish a sales and service network in six Gulf countries and several countries in Africa. Based on the export of 1,287 vehicles, it strived to increase the sales volume in the international market.
After years of sustained rapid growth, Jianghuai’s light truck sales have finally reached the second spot. In recent years, the price of light trucks in the domestic market has fought one after another, but the Jianghuai light trucks have been sold to the market with strong prices, excellent quality, excellent services, and good reputation, and they have maintained a rapid growth of more than 50%. This also illustrates the current people. The most important thing for a car purchase is not only the price but the value of the product.
JAC Group has now become a group company integrating the research, development, production and sales of high, medium and low-grade passenger cars, light and heavy trucks, commercial vehicles and parts and components. A first-class commercial vehicle production base has begun to take shape.
The sales of JAC light trucks are guaranteed by quality and eternal innovation. Its high quality and cost-effective performance in the market make the world impressive. Not only at home, but also in the foreign JAC light truck market has become wider. In recent years, JAC has spread to nearly 20 countries and regions in the Middle East, North Africa, South America, and Southeast Asia.
In terms of services, Jianghuai Group has seven branch offices, 18 offices, 33 maintenance stores, and 380 parts supply outlets across the country to implement the "four 24-hour service commitment system."
In order to compete for a lucrative high-end light truck market, Jianghuai introduced the "Shuai Ling" with a selling price of about 70,000 yuan in the first half of the year. In terms of configuration, the biggest selling point of "Shuai Ling" is its original Nissan engine, in addition to metal paint, imitation. Mahogany dashboard, central control lock, power steering, parking sensor, CD player and other car-equipped products were introduced into the car. The target users of “Shuai Ling†are mostly used by urban logistics, large enterprises, large group transportation, and urban-rural junctions in more developed regions. Still taking the "high price, high cost-effective" competitive strategy, that is not competing with the opponent in the price, but by maximizing product cost to win customers, Shuai Ling's price strategy can be successful, yet to be tested by the market . At the same time, for the upcoming mid- to high-end light truck “Shuai Lingâ€, JAC Group’s sales company has abandoned the original company’s large and complete sales network, and has re-selected dealers nationwide. Only the sales of 4S stores have been established specifically for “Shuai Lingâ€. Businesses have the opportunity to be short-listed.
Seventh, in the second half of 2004, the demand forecast of young-type trucks and the problems that should be paid attention to in the development and development
1. Market demand forecast
Due to the continuous improvement of rural living standards and the rapid development of the city's logistics industry in recent years, it is expected that the production and sales of light duty trucks will continue to grow in the second half. However, with the implementation of national economic regulation and control, government departments have reduced the current auto investment, which will have an impact on the entire automobile production, circulation and sales next year. As a result, the growth rate of the demand for young-type trucks in the second half of 2004 has slowed down. It is expected that the sales volume of the young-type truck market will remain around 20%.
2. Problems to be noticed in the development of light truck enterprises
First of all, we should pay attention to the cultivation of talents. Nowadays, the most important thing for enterprises to survive and develop is talents. Training talents is not a matter of years or decades. Just like Fukuda's achievements today, talent is the most crucial. It recruits elites from all over the country and even the world, more than 40 talent recruitment conferences, and more than 2,000 outstanding talents of all kinds, including more than 20 foreign workers. In order to improve the operating level of the production line workers, they send workers from key positions to Toyota's technical schools in batches each year to “charge†and have a first-rate talent team that has laid a solid foundation for the rise of Foton.
Secondly, we should pay attention to the cultivation of the brand. Domestic light truck companies have always paid insufficient attention to brand building. Over the years, many products of various enterprises have been brand-named in the end, such as Liberation, Dongfeng, and Jinbei. The disadvantages of this practice are very high. Big, one is not conducive to the brand's value-added, recharge, but also associated with negative risks, if a product has a problem, it will affect the entire company's product image. What is gratifying is that this situation is causing more and more companies to pay attention, such as: Jiangling's new product named Jiangling Kaiyun.