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“Three phases of superposition (shifting period of economic growth, painful period of structural adjustment, and period of digestion of previous stimulus) tell us that the high-speed growth of the heavy truck market is no longer in existence. This is an inevitable result.†Talking about the continuous sales of heavy trucks When the number of months has fallen by more than 30%, Tan Xiuqing, member of the China Automotive Standards Committee, expert of the China Automotive Industry Association and vice president of Shandong Heavy Industry, told reporters.
According to the production and sales data released by the China Association of Automobile Manufacturers, sales of heavy trucks (including non-complete vehicles and semi-trailer tractors) in the first four months of this year were 193,300, a decrease of 33.52% from the same period last year to 290,800 units. . According to the market laws of previous years, April and May are the peak sales of heavy trucks, but there has been a phenomenon of “no busy seasonâ€. In this regard, how will heavy truck manufacturers face and how to break through?
"The sales volume of heavy trucks this year is lower than the same period of last year. It has a certain relationship with the implementation of State IV. However, the most fundamental thing is the country's macroeconomic situation." Tan Xiuqing once again stressed that "the total market demand is shrinking, so we can seize market cakes, To increase market share, this is a breakthrough."
It is worth mentioning that, in the face of the new normal, companies have always emphasized that objective environmental factors do not help change the status quo, and trying to find an opportunity to get out of the predicament is the top priority. So where is the path of breakthrough? Tan Xiuqing believes that it is worthwhile to try hard from the following six aspects.
"Ultra-expectant" product people have excellent
In order to stand out in a new round of competition, the most important and fundamental thing is that products must be competitive. In Tan Xiuqing’s words, companies can provide products that “beyond user expectationsâ€.
What is "out of user expectations"? It is that the user originally wanted to buy a product with a predetermined expectation, but the product you provided exceeds the user's expectations, and at the same time there is an advantage in price. This is a competitive product. The competitiveness of the product is stronger than that of other manufacturers. This is the most important point to increase market share.
Currently, the demand for heavy truck users in China is slowly changing. In the past, products that were won by the skin, low-end, and low-priced products have gradually lost their competitive advantage and are replaced by cost-effective products. The ability to improve product quality and respect the purchasing power of users is the two directions companies should take in launching products that “beyond user expectationsâ€. In this regard, we must pay special attention to, can not simply think that the introduction of new models can exceed user expectations, the key to look at where the new models are new, can not be changed.
Selling programs to provide value-added services
People in the industry generally believe that today's Europe is China's tomorrow. In the European commercial vehicle market, selling products is actually selling programs and selling services. If we turn our attention to the heavy truck market in China, how can we achieve breakthrough in the sales model? "It should be changed from a sales type to a sales service type. Many manufacturers have realized this, but how to do it has not yet formed a unified model." Tan Xiuqing said that companies not only provide products, they should also provide a range of value-added services.
What is value-added service, according to Tan Xiuqing's explanation, can simply believe that: in the process of selling products, enterprises should pay attention to the pre-sale, sales and after-sales service of products, and also pay attention to the whole life cycle of products and use the vehicles. The concept of full life cycle is transmitted to users.
In fact, referring to value-added services, the industry that has the most say is the Internet. In this regard, the opportunity of heavy trucks to seize the vehicle network and provide value-added services to users is also one of their paths to breaking through.
Going out of the embankment outside the embankment
During the 2015 Shanghai Auto Show, a doctor from Cummins of the United States once made a suggestion to the heavy truck company through China Automotive News. He said that China's truck manufacturing industry must be big and strong and must go out. In the process of going out, it is very competitive to be able to achieve half of the imported products in the product life cycle. The meaning of this doctor is very clear, that is, if the price is half the price of the imported car, if the product quality level can reach half of the imported car, it will be very competitive.
China heavy-duty truck exports is not only a way to make heavy truck manufacturing in China bigger and stronger, but also a way to make up for the shrinking domestic market demand. "The sales of heavy trucks this year have fallen from last year and it has already become a foregone conclusion. Therefore, going out is a road to break through," said Tan Xiuqing.
In fact, if you look closely at the companies whose sales have declined for the first four months, you can come to a conclusion that these companies' exports are doing better. "The profitability of export products is higher than that of domestic ones. When the domestic economic situation is not good, the vicious competition among enterprises fights prices, but the overall profitability of products exported overseas is higher," said Tan Xiuqing.
A fresh market segment eats all day
At present, one of the most obvious changes in the heavy-duty segment market is the drastic drop in the sales volume of dump trucks. In contrast, the growth of the tractor market is significant. "In the market downturn, focusing on market segments to achieve product structure adjustments, this is also a road to break through." Tan Xiuqing said.
In the past, the pulling power of the heavy-duty truck market mainly came from real estate and infrastructure construction projects, and there was a huge market for dump trucks. Today, as the country's macroeconomic control of the market, as well as the rapid development of logistics, e-commerce, tractors usher in market opportunities. For the vehicle replacement cycle considered by the industry, Tan Xiuqing believes that the vehicle has a knock-out cycle, and past dump trucks work overtime to speed up the end of the life cycle. "This is a special phenomenon of a certain period and it is not sustainable," he said.
Put long lines and keep a close eye on national policy trends
At present, the state has issued a series of strategic plans and policies, such as the Belt and Road Initiative, the integration of Beijing, Tianjin and Hebei, and the elimination of yellow-labeled vehicles. Will these national policies lead to sales in the heavy truck market?
Tan Xiuqing thinks that these national policies will play a role in the sales of heavy trucks, but it is not easy to say when they can be reflected. This requires companies to take a long-term approach, keep a close eye on the direction of national policies, and actively make forward-looking preparations.
The Belt and Road Initiative is a national strategic plan. The demand for trucks in infrastructure construction will be greater. “According to the trend of the market, this year may not be able to feel that companies directly feel the pull, at least two years later.†Tan Xiuqing continues to analyze, “This year the National Development and Reform Commission approved a lot of projects, such as local construction of airports, railways, etc., but these When the project is implemented, the domestic market is generally the fastest and half a year later.From the perspective of foreign markets, the demand for the heavy truck market in one or two years will not be too obvious. Therefore, the most important thing is to keep an eye on these projects after several years. Get real benefits.
Spelling the core competitiveness of strength is king
The data shows that the top five heavy truck sales companies in April were: Dongfeng Motor Corporation (12972), China National Heavy Duty Truck (10947), FAW Group (9443), Shaanxi Automobile Group (8179) and Beiqi Fukuda (7896 vehicles), 5 homes sold a total of 49,400 vehicles, accounting for 84.21% of the total sales of heavy trucks in April for 58,700 vehicles. In terms of sales volume, China's heavy truck market concentration is still relatively high, but the company's overall competitiveness has come to the fore and is a breakthrough in the low market environment.
A senior personage in the industry told the China Automotive News reporter that Dongfeng Commercial Vehicle, China National Heavy Duty Truck and Foton Daimler all had certain core competitiveness, such as Dongfeng commercial vehicle management capabilities and product control; CNHTC digested MAN technology. To absorb the ability to re-innovation; Foton Daimler's ability to control the market and marketing capabilities, such as the upgrading of the core competitiveness of such enterprises, but also heavy truck companies to break through an important path.