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Recently, several news came from the automotive industry, especially the heavy-duty truck market: First, on July 15th, Liberation CA6DM large horsepower heavy-duty vehicle diesel engine with full independent intellectual property rights developed by FAW Group was successful in FAW Group Technology Center. First start up. This is another breakthrough achievement made by FAW Group in the independent R&D of heavy-duty diesel engine after the liberation of CA6DL “Aowei†and CA6DN series diesel engines. Second, on 15 June, SAIC-Iveco reorganized Chongqing Hongyan Automobile with Chongqing Automobile Group, established SAIC Iveco Hongyan Automobile Co., Ltd., and held a grand foundation stone laying ceremony at the new site of Huang Mao Ping in the northern part of Chongqing Municipality. Third, on June 13th, China Southern Automobile Industry Corporation and Taiyuan Municipal Government cooperated to reorganize Shanxi Automotive Industry Group Co., Ltd., and held a ground breaking ceremony for Taizhou Heavy Industry Automobile Production Base in Taiyuan, which is expected to be completed and put into production by the end of 2008.
This piece of information shows that China's heavy-duty truck market has been buzzing. In the next two to three years, China's heavy truck market will fully enter the "Warring States period."
First, the heavy truck market is facing a huge market opportunity
At present, China's heavy truck market is facing a huge market opportunity. The author believes that the following ten factors will lead to a "warm wind" for China's heavy-duty truck market.
First of all, the country’s macroeconomic prosperity rate continues to maintain a strong upward trend. The rapid economic development will inevitably lead to an explosive growth in the demand and requirements of the highway logistics industry. This has ushered in a huge and inevitable development opportunity for China’s heavy truck companies.
Secondly, the further promotion of weight-based toll collection and the strengthening of national overreach and overloading will increase the toll-by-weight toll from the current region to the vast majority of the country, which will certainly accelerate the adjustment of the user demand structure.
Thirdly, with the rapid growth of highway mileage in China and the large-scale construction of high-grade highways, it will effectively stimulate the rapid growth of long-distance transportation vehicles. At present, the overseas cargo vehicle market is dominated by vehicles with a high-power 300 kW or more, while only 5% of vehicles in China are more than 300 kW. For some time in the future, the power level of China's cargo vehicle market will be rapidly upgraded, and the market share of the 220kW model is expected to increase further. High-speed, high-power, light-weight, heavy-duty vehicles will be the user's first choice.
Fourthly, the scale of investment in fixed assets in China has grown rapidly, and large-scale projects have been launched to drive the growth of sales of dump trucks for construction. Due to the smaller impact of the state's governance over the influence of the state, dump truck market demand will grow strongly.
Fifth, as China's oil prices gradually converge with the international market and countries continue to increase their energy demand, the era of high oil prices has come. The fuel economy has become the core focus of users, and pursuing the maximization of profits is the first choice for users. Users buy important indicators for heavy-duty vehicles. The development of fuel-efficient heavy-duty vehicles has become a trend, which also puts higher demands on diesel engine manufacturers.
Sixth, the State proposes to build a new countryside, expand the scale of urbanization, encourage the circulation of commodities, and play a significant role in promoting the demand for medium and short-distance transport vehicles.
Seventh, with the contradiction between economic development and environmental protection in China, the emission standards for trucks have once again been put on the agenda. In 2007, China will fully implement the “National 3rd Emission Standardsâ€, and the country’s three-year national overarching work will soon be over. Factors such as high oil prices, raw materials, and various vehicle management costs will have a lasting impact on China’s transportation. Car market development. However, the favorable factors in the market environment and domestic demand for automobiles will continue to support the steady development momentum of China's cargo vehicle market.
Eighth, the upgrading of the heavy-duty auto market. It is estimated that the current domestic heavy-duty vehicle market has a total of 1.9 million vehicles, and the total freight volume in China has increased by an average of about 10% annually. According to the analysis of the new standards for vehicle scrap, the scrapped mileage of heavy vehicles is about 600,000 kilometers, which is basically scrapped within five years. The total number of vehicles to be renewed each year is approximately 230,000 to 250,000 vehicles, which is an important factor in driving up the demand for heavy-duty vehicles.
Nine, the pull of exports. In 2006, China’s commercial vehicle export market showed a strong growth momentum. Exports of all types of trucks (including tractors, dump trucks, general trucks, and truck chassis), special vehicles, and other unspecified car chassis were approximately. 170,000 vehicles. In 2007, the export market will become the main marketing battlefield for domestic heavy-duty auto companies, and the export volume will have new growth.
Tenth, “Western Development†will become a “hot spot†for heavy-duty auto companies to compete for. The central government has proposed that "the development of the western region" has a full 7 years. Last year, the western region’s GDP reached 3.9310 trillion yuan, accounting for 17.1% of the country. Compared with 2000, it has doubled and the situation is very gratifying. Some experts believe that at this stage, the western region is showing a trend of sustained development. By 2020, infrastructure construction will still dominate the development of the western region. Therefore, a large number of engineering special vehicles are bound to play an important role in the future. It will be a golden road. At the same time, for the automotive industry, what is even more exciting is that the western region has been entwined with a continuous stream of newly laid roads into a vibrant dragon. During the “10th Five-Year Plan†period, the country arranged a total of 306 science and technology projects for traffic construction in the west, with an investment of 1.541 billion yuan. By the end of the “Eleventh Five-Year Plan†period, the construction of the provincial trunk road and inter-provincial development of western development will be fully completed. By then, the total length of highways in the western region will exceed 940,000 kilometers, and the mileage of highways will exceed 20,000 kilometers, with more than 90% of townships and townships. Nearly 50% of the established villages can open asphalt roads. "There is a car where there is a road." Due to the special geomorphic characteristics of the western region, high altitude, low atmospheric pressure and severe weather conditions will all become the primary issues for vehicles to consider. This feature of the western region may be particularly suitable for the development of diesel vehicles. Compared with gasoline engines, diesel engines have higher compression ratios, greater power, and fuel consumption that is 25% to 40% less than that of gasoline engines. Once started, they can quickly shift to full load. At the same time, diesel engines are also durable and reliable. Better than gasoline engines. With the infusion of more power, perhaps China's diesel vehicles, especially heavy-duty gas companies, will have more splendid results in the west.
At present, China has entered the era of heavy chemical industry. Under the influence of these important factors, some experts predict that the continued growth of China's heavy truck industry will continue at least until 2009. Therefore, the huge potential for development of the heavy-duty auto industry in China and the opportunities it faces are like a "huge cake", which will inevitably trigger a new round of competition in the heavy-duty auto industry in China.
Second, from "three strong hegemony" to "five tigers competing"
The year 2006 was a year for heavy-duty trucks to “eat upâ€, with production and sales exceeding the 300,000 mark, setting a second-best record in history. According to relevant data, in 2006, the cumulative production of heavy vehicles in China was 303,592, an increase of 33.68% year-on-year; cumulative sales were 307,296, an increase of 29.89% year-on-year. In 2006, the top three heavy-duty vehicle markets were Dongfeng, FAW and CNHTC, with annual sales exceeding 60,000 vehicles. Dongfeng Company secured the top position with a cumulative sales volume of 67,600 units, but it was also the only company in the industry with year-on-year decline. FAW Group ranked second with an annual sales volume of 65,300 units, an increase of 16.67% year-on-year; China National Heavy-duty Truck Corporation had an annual cumulative total of 60,200 units. Sales ranked third. In the second camp, Shaanxi Automobile Group, Beiqi Futian and Chongqing Hongyan ranked fourth to sixth in turn. In 2006, the top six heavy-duty vehicles sold a total of 276,000 vehicles. Three-legged (FAW, Dongfeng, China National Heavy Duty Truck) dedication, two strong (Shaoxin, Futian Auman) competition, a horse (Chongqing Hongyan) whip the trend; new from the top six The show is also catching up with the market share for the first time exceeded 10%, close to 11%.
Since 2007, under the stimulation of the domestic macro-economic conditions, domestic heavy trucks have once again achieved a blowout phenomenon, and the year-on-year growth of the heavy-duty truck market has continued to grow rapidly. Since the beginning of the year, the production and sales volume of the heavy-duty truck market has continued to increase. The year-on-year increase in production and sales has fallen to 30% in February, and the rest of the month is above 60%, even higher than the 45% annual average for the heavy truck “blowout†period in 2004. growth rate. Data show that in the first half of the heavy truck cumulative production of 266,208 units, an increase of 73.18%; sales of 255,822 units, an increase of 66.84%. The production and sales volume of heavy trucks in June were 41,660 and 46,423, respectively, an increase of 97.01% and 84.34% respectively. From the industry sales data, the major production companies achieved rapid growth year-on-year. Among the top 6 companies, 4 companies have increased by more than 60% year-on-year, of which Foton and Shaanxi Auto have increased by 120.17% and 87.55% respectively year-on-year. Shaanxi Automobile, Futian and Hongyan ranked fourth to sixth in turn, with cumulative sales of 30,631, 30,478 and 14,173 vehicles respectively.
With the shift in the strength of the company, the situation of FAW, Dongfeng, and Sinotruk's "three pillars" is quietly changing. Due to the rapid development of Foton Motor and Shaanxi Heavy Duty Truck, the original situation of three pillars is changing to the top five competition. In the corporate market ranking, FAW sold 56456 of its accumulated sales. In June, it sold 8,574 heavy trucks, an increase of 58.66% year-on-year. Sinotruk and Dongfeng ranked second and third respectively, and each of them accumulated 52,692 heavy trucks and 44,680 heavy trucks. In the first half of the year, Shaanxi Automobile Group sold a total of 30,631 heavy-duty trucks (including chassis and tractors), an increase of 88% year-on-year, accounting for 12% of the market share of heavy-duty trucks. Among them, the semi-trailer market share has grown rapidly, with a year-on-year increase of more than 106%. In the first half of the year, Foton Motor sold 30,478 heavy-duty trucks (including chassis and tractors), representing a year-on-year increase of 120%, accounting for 12% of the market share of heavy goods vehicles.
According to the latest news, Steyr platform's three heavy truck companies have substantially raised their annual production and sales targets. China National Heavy Duty Truck Co., Ltd. has locked in 100,000 heavy truck production and sales this year (previously 80,000). This year, Shaanxi Automobile produced and sold 60,000 heavy trucks (previously 50,000), and Beiqi Foton Motor also adjusted its target to 60,000 units. According to optimistic estimates, this year's national heavy truck production and sales are estimated to be around 450,000. While heavy truck companies are adjusting production and sales, they also indicate that the heavy truck market in the second half of 2007 will enter a white-hot period of competition.
Not only that, in the next 2-3 years, especially during the “Eleventh Five-Year Plan†period, the heavy-duty truck market will be “all around,†and the competition will further intensify. According to the current capacity announced by some companies, China Heavy Duty Truck produced 125,000 heavy-duty vehicles by the end of the “11th Five-Year Plan†period; Shaanxi Heavy Duty Truck produced and sold 100,000 heavy-duty vehicles by 2010, with a sales income of RMB 30 billion. 2 billion yuan; North Mercedes-Benz plans to ensure that by 2010, production and sales of 45,000 types of trucks, and strive to break through 50,000, ranking among the top five heavy-duty auto industry; SAIC Iveco Hongyan Automobile Company will be completed and put into production in October 2008, one The end of the project construction will reach the capacity of 40,000 heavy trucks per year; the first stage of the South Automobile (Taiyuan) heavy-duty production base is expected to be completed and put into operation by the end of 2008, which will achieve the production and sales capacity of 15,000 heavy-duty vehicles by 2015. Formed a production and sales capacity of more than 100,000, accounting for more than 15% of the domestic market share of heavy vehicles; Jianghuai Automobile Co., Ltd. recently held a foundation laying ceremony for 40,000 heavy-duty truck production bases in the Hefei Economic and Technological Development Zone. After the completion of the project in June 2008, the annual production capacity of 25,000 medium-sized and 15,000 heavy-duty trucks can be achieved.
It can be clearly seen that the heavy-duty auto industry is brewing more development, mergers and reorganizations and competition will be further intensified, the heavy-duty auto industry will inevitably enter the "Warring States Period", and the current "five-Tiger dispute" will surely evolve. Become a "ten tiger fighting male" situation. If the auto companies can not keep up with the development situation, the fate of the market will be inevitable.
Third, the heavy vehicle market competition presents new features
In recent years, the development of the heavy-duty truck industry and the upgrading of user demand have led China's mainstream heavy-duty truck manufacturers to successively complete the replacement of a new round of products. Then, the entrants select a higher technology platform as the capital for competition and competition in the heavy-duty truck market. Showing some new features.
The first is to strengthen brand promotion and establish a strong brand position. At present, only brands that can really win the market in the long term are the only brands that can really bring lasting value to consumers and companies at the same time. Brands are becoming the cells and dominating power of the global economy. Brands are becoming the carrier of an enterprise, an industry, or even a nation's economic prosperity. The production and sales volume of heavy trucks in China ranks first in the world, and the number of heavy truck brands ranks first in the world. However, in sharp contrast to the number, the value of our heavy truck brands is far away from the world's leading level. China is still a weak country with a heavy truck brand. In order to win the heavy truck market in the end, competition will inevitably shift to the highest competition mode of brand competition. At present, some farsighted Chinese heavy truck companies have come to realize this profoundly and have made great efforts in shaping their brand image. Shaanxi Automobile Group is China's first domestic heavy truck company to issue a brand declaration. The core concept of “achievement for the future†has become the essence of Shaanqi Group's brand. China FAW Group took advantage of the opportunity of the 50th anniversary of the birth of China's trucks in 2006, emphasizing that “liberation†was the first brand to create China’s national automobile industry. Hualing Heavy Trucks is a new force in the heavy truck market in China. At present, there is a large gap between its sales volume and leading heavy truck companies. However, the concept of “defining the new concept of heavy trucks†has been deeply rooted in people's minds.
The second is the increasingly perfect sales network. Under a well-developed market economy system, marketing is an important factor that determines the development of a company. According to the theory of modern market economics, marketing is the biggest issue for companies. In general, there is no essential difference between the products at the technical level. The marketing and management will be the main forces that determine the development of the company. Under the guidance of modern marketing theory, China's heavy-duty truck companies now attach great importance to the construction of marketing and sales network. In 2000, there were more than 1,400 trucks sold by China National Heavy Duty Truck and sold more than 3,000 trucks in one year. Later, Sinotruck reformed its sales force and transformed direct sales into joint sales with dealers and remodelers. Sales staff also devoted all their energy to market research, business policy formulation and implementation, and network supervision. By the end of 2006, China National Heavy Duty Truck has built a large sales service network consisting of more than 600 distribution units, more than 800 maintenance service stations, nearly 100 4S stores, and more than 30 accessories center libraries. In 2007, CNHTC put forward the network construction goal of the "Double Thousands" project, that is, to develop 1,000 heavy-duty truck dealers, retrofit factories, 4S stores, and 1,000 service stations in three years.
Futian Auman implemented a "flexibility" operation in the sales network construction, which made Futian's terminal network play a greater role. Flexibility on the one hand reflects the flexibility of sales, services, and accessories. It is the integration of 3 networks. Popular speaking is that "service stations and accessories can be sold." Since its introduction in 2006, this policy has achieved great results. In 2006, the Auman service station sold nearly 1,000 Audiman trucks. Flexibility on the other hand is reflected in the flexibility of the sales brand, which is to encourage dealers to operate more brands. Since 2007, Foton has adjusted its brand franchise policy to support the development of the Group's distributors. Now, if you are a distributor of many brands of Foton Motors (excluding light trucks), as long as one of these brands has an image store, it will be treated as a franchise store for other brands, and you can apply for franchise sales. The network innovation has promoted the rapid development of the sales scale of Futian Auman.
Third, differentiation has become the biggest selling point. At present, the product homogeneity tends to be more obvious in the heavy truck industry in China. According to the data, in 2006, Fast Group’s production and sales of heavy-duty transmissions exceeded 240,000 units, and the market share of heavy-duty trucks in the domestic market was more than 80%. High-power engines come from products such as Weichai, Dongfeng Cummins and others. The axles are mainly Hande Axle and Meritor Axle. In the case where the homogeneity tendency of heavy truck products is relatively obvious, the emphasis on product differentiation and the differentiation of product shaping have become the biggest selling points for heavy truck companies to carry out product promotion.
"Northern Mercedes-Benz, noble and not expensive" - ​​this classic slogan reflects the unique technical features of the North Mercedes-Benz originating from the Mercedes-Benz technology platform and the marketing strategy of the North Mercedes-Benz reducing its higher prices.
"Dongfeng Tianlong" combines Dongfeng, Renault, and Nissan Chai technologies into one, "combining global technology to achieve Tianlong heavy trucks" has become a slogan for Tianlong heavy trucks. Emphasizing the integration of advanced international heavy-duty truck technology, it embodies the technical characteristics of “being blue and blue but better than blueâ€, and naturally makes Dongfeng Tianlong’s unique product selling point.
The fourth is to improve service quality and win the trust of users. At present, the continuous improvement of heavy truck technology and the level of production technology are approaching. The technological gap among various competing enterprises is gradually narrowing, and the homogeneity of products tends to be obvious. The space for product-level competition is getting smaller and smaller, and service improvement and innovation are endless. The high-quality and distinctive services can highlight the competitive advantages of enterprises and enable them to stand out in the increasingly fierce market competition and take the lead. Service has become a key factor in determining the outcome of a competition. "Service" is the embodiment of the most direct and comprehensive exposure of the company to the market. A good service is not merely to provide simple maintenance, but includes a comprehensive process that provides users with satisfaction in many aspects such as the display of images, the spread of culture, the fulfillment of promises, and the improvement of benefits.
China's major heavy truck companies all recognize the importance of services. The connotation of Sinotruck's "kin of love" service brand is: "intimate service, active service, timely service, effective service and lifelong service". The purpose is: "users first, quality first, reputation first." Establishing the idea of ​​safeguarding the interests of users is the idea of ​​business efficiency, so that users can think what they want, worry about the needs of users, do what users need, solve the problems of users, and maintain the reputation of CNHTC and its products.
In 2002, FAW Liberation initiated the creation of a “Touched Service†brand, which will fully enhance the satisfaction of services to moving services. Its main connotation is: uphold the "user first" core business philosophy, and constantly strengthen the cultivation and construction of the service system, and always implement the "care of a car, send a love, touch a person" and "beyond the user satisfaction, the pursuit of "User surprises and realizes user touch" service principle. The liberation proposing service is not a sensational effect in pursuit of a moment, but a cultural idea rooted in the hearts of every employee.
Dongfeng Company launched the "Sunshine Service" activity in 2003. Sunshine service has 2 layers of meanings: First, it is warm like sunshine, Dongfeng will provide users with the greatest satisfaction in terms of service style, quality, profit, etc. Second, it is like sunshine, users at any time, any place, Any party can enjoy timely and effective service. Dongfeng Sunshine Service strives to achieve the full integration of market relations, user relationships and business relationships.
"Sincere Service" is Shaanxi Shaanxi Auto's service brand for many years and continues to enrich its content. In 2006, we put forward the working principle of “First-class quality, first-rate service, and full creation of dual-better brandsâ€. In 2007, we will focus on building the "big S service" project, mainly consisting of Shaanxi Automobile Group and Weichai Engine, Fast Transmission, Hande Axle, and other components that form the gold supply chain. The 3,100 service stations of supply chain members are fully connected to the network and will provide a service network covering the entire country and even the world to meet the service needs of users anytime and anywhere.
The fifth is to adapt to changes in the market and continue to meet the needs of new students. The factors affecting the heavy truck product change mainly come from two aspects: one is the restriction of the development rule of the heavy truck itself; the second is the impact of external factors, especially the related industrial policies formulated by the state's macro regulation and control have the most significant impact. These two factors make the heavy-duty truck market constantly changing. Researching changes in the market, adapting to market changes, and meeting new demands arising from these changes are major issues faced by heavy-duty truck companies.
First of all, the development of the heavy truck industry itself has its own inherent laws. Through interviews with the development history of domestic and foreign heavy truck companies and interviews with relevant industry experts, it is found that on a technical level, the replacement cycle of heavy trucks was before 1990, basically a cycle of 10 years. After the 1990s, the replacement cycle was shortened to 5 year.
At the market level, the development of the heavy truck market is also regular. Through studies on the development of the heavy truck market, it has been found that the heavy truck market is periodically increasing at a stage of its growth and development. The characteristics of the market in the stage of growth and development are that the new demand for heavy trucks is greater than the demand for updates. With the gradual growth of the market, when the maturity period is reached, the demand for heavy trucks will be mainly based on the updated demand, and the new demand will be minimal, even zero growth. The reason for this is mainly determined by the degree of economic development and the proportion of its industrial composition. China's economic development level and stage have determined that the current heavy truck market in China is still in the stage of growth and development, and its market size is in a period of cyclical rise.
Secondly, the heavy truck market is also affected by the relevant industrial policies formulated by the state's macro-control. In recent years, specific policies affecting the development of the heavy-duty truck market mainly include: the nationwide large-scale management of “overload and overrun†transport special activities that began in June 2004; the continued rise in oil prices and the fuel tax policy are desirous for the end of 2003-2006. From 2006 to present, the weight-based charging policy adopted by most provinces and cities nationwide; the timetable for the national automobile emissions. All of these have a major impact on the heavy truck product itself, as well as the sales scale and product structure.
The special campaign to control "overload and overrun" started in June 2004 greatly promoted the sales of multi-axle large-tonnage heavy trucks, driving the sales of multi-axis heavy-duty trucks of the type of 8 x 4 to promote sales of heavy trucks that year. A new historical high. During the period of high oil prices in 2005 and 2006, fuel-saving heavy trucks became the biggest selling point. Since 2006, with the expansion of the toll-by-weight range, semitrailer tractors have increased their market demand with their higher transportation efficiency. Through quantitative research methods, it was concluded that the introduction of the fuel tax policy will promote the development of large-tonnage trucks. It is believed that the implementation of the fuel tax policy will promote a new round of power upgrades for heavy trucks. In addition, the rapid development of road construction and changes in the transportation market for the rapidity and reliability of freight transportation have also exerted important influence on heavy truck products.
The intrinsic laws of the development of the heavy truck market and the combined influence of external factors and related environments determine the changes in the heavy truck products themselves and their markets. The above factors affecting the changes in the heavy truck market itself are also changing. If heavy truck companies want to remain undefeated and progress in the fierce market competition, they must always pay attention to and study the changing trends of related factors, and on this basis, carry out rapid response and relevant adjustments that keep pace with the times, so that enterprises will always change. Growing up.
Fourth, the worry of capacity
As the heavy-duty truck market is booming and rising rapidly, especially the heavy-duty truck companies have raised their production capacity and sales targets, perhaps the current "singing and rushing forward" has laid down some hidden troubles for the future development - how can the increased capacity of heavy truck companies be digested? Therefore, the author reminds the heavy truck companies that at the same time they are significantly increasing their production capacity, they may want to think about the way out of future production capacity.