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The New Deal on Automobile Exports and the company's own amendments are important factors for this round of heavy truck export prices. However, this is only a beginning. In fact, China's heavy truck exports have only just hit the road.
At 6:30 in the morning, in the Russian Ural mining area, which had been snowed overnight, in the rugged mining area of ​​the hotel, Harwichkov drank a large mouthful of vodka, opened the door with his coat, and walked toward a truck not far away. .
On the first day, the weather forecast said that there was snow at night. The 59-year-old driver was worried that his truck partner was "frozen" and he didn't feel asleep for a night.
In fact, Harikov did not worry about the Chinese-made assembly truck. It was not a day or two. At that time, a second-hand truck that was eager to get it from someone else's hand was not in trouble. However, it could not be found because it could not be pulled for two days. The right point of repair, but also can not buy the relevant accessories, the elderly can only rely on their own experience will be repaired, and now this snow let him worry about this car will not completely "armpit."
This is the early winter of 2005. The first snowfall in the Urals caused Harishkov to decide not to buy assembled trucks from China.
In fact, from Russia to Africa to Central Asia and the Middle East, emotions like Harwichkov are brewing among users. However, Chinese truck companies thousands of miles away are unaware of the crisis. In contrast, the end of the year The inventory data allows most of them to immerse themselves in the "celebration" atmosphere.
Since this year, the export situation of domestic trucks has been bullish. The export volume of 104,100 vehicles has accounted for more than 80% of the exports of commercial vehicles. The export volume of China National Heavy Duty Truck, Shaanxi Heavy Duty Truck, Anhui Hualing, and North Benz has all created. A new record high. The headlines in the media, such as the "good situation in the export of domestic heavy trucks" and "China's heavy trucks are popular in overseas markets," are also paralyzing people's nerves. We wish to believe that this is naturally the quality and cost-effectiveness of domestic trucks, but no one Calmly reminding the immature heavy truck export business to expose more problems due to the rapid increase in volume.
The blow is so unexpected.
In 2006, the remaining temperature of the celebrations had not faded, and China’s heavy truck exports suffered “frost.†In the first year, heavy trucks also brought huge profits to companies. At the beginning of the year, they encountered great resistance.
In 2005, the products were frequently exported to the liberation of FAW in Eastern Europe and Central Asia. The good situation in 2006 was no longer true. China National Heavy Duty Truck also felt that the export prospects were not optimistic at the beginning of the year. The company exported 4390 cars in 2005, generating foreign exchange of US$127 million, although its exports remained the best among all heavy truck companies in early 2006. However, it still failed to stop the decline in the number of orders. Worse than this, some companies have even experienced a regression in their export business.
“The situation is expected. In recent years, heavy trucks have been exporting more quickly, but product sales have been too fragmented. The after-sales service of the company’s export products has not kept pace with, and even the necessary spare parts and spare parts have not been obtained. Ultimately, this will inevitably lead to local consumers. "The Minister of Foreign Economic Research of the State Council Development Research Center Zhang Xiaoji regards the twists and turns in 2006 as a necessity in the process of China's heavy truck export, and it is precisely this kind of necessity that brings deep thinking and behavioral correction to the industry and heavy truck companies." .
On August 17, 2006, 44 auto vehicle companies were jointly identified by the Ministry of Commerce and the National Development and Reform Commission as China's first batch of “national auto vehicle export base companiesâ€. FAW, Dongfeng, CNHTC, Shaanxi Zhongqi, and Anhui Hualing And other companies are listed, and the state began to regulate export order through administrative means. This year's setbacks also made heavy truck companies realize that it is necessary to improve the quality of export products and improve after-sales service. The limited amount of domestic heavy truck market makes it easier to develop. The vast overseas market is increasingly strategic. In any case, the major trend of China's heavy truck exports has become irreversible.
In the blink of an eye in 2007, the power of reflection and revision that began in the previous year began to appear. From January to August of this year, the volume of tractor's exports and trade volume both surpassed last year, and the export volume of dump trucks also reached 200 million U.S. dollars higher than last year's sales.
At the same time, the image of low quality and low price, which has been criticized for a long time, seems to be improving. “This year, the unit price of export trucks has risen by more than 23% and the efficiency has improved significantly.†Industry analyst Gong Yunan told the “Automotive Business Review†reporter that the auto export New Deal and the company’s own amendments are important factors in this round of good market, but this The round of the market is obviously just a beginning. In fact, China’s heavy truck exports have only just hit the road.
Reverse the image
On the morning of September 25, 2006, in front of the booth of the Chinese Hualing Heavy Truck at the Hannover Motor Show in Germany, a pair of father and son were gesturing around the Hualing white cement mixing exhibition vehicle - Father Frank is an engineer of Scania. Oliver, son, is a young manager of Volvo Trucks. The father and son of the top truck manufacturing companies in Europe after carefully watching the Hualing show, in addition to pointing out that several details still need to be perfected, nod to the overall quality of the vehicle.
Heavy trucks made in China are gaining world-wide recognition. This is no small matter. As the first heavy truck company in China to participate in the international commercial vehicle top exhibition - Hanover International Commercial Vehicle Show, Valin this move is like a manifesto, which revitalized the Chinese heavy truck in the international arena to reverse the image of the knob, and before, the Chinese heavy truck is like Like other auto export products, it has been labeled "low quality and low price".
The bulk export of trucks in China began in the 1970s. It was said that they were batches. In fact, the number was not large, and most of them were sent to North Korea and other countries with dozens or even several vehicles. If you now have the opportunity to stroll in Pyongyang, North Korea, or in Sinuiju and Sinuiju, you may also see the shadow of the Yanan 250 military vehicle that assisted North Korea.
“At that time, the car just left the production line and it is likely to be repaired.†The old director Li Huimin of the Dongfeng Motor Corporation (now known as Dongfeng Motor Corporation) was talking about the history of the year. In those years, it was a miracle that China could make its own truck. Who can still force its quality to be comparable to the international level? Domestic self-sale trucks are still the case, not to mention sell overseas, after-sales service is even more difficult to talk about.
In the 1980s, the reform and opening up gave Chinese trucks a chance to go abroad through commercialization. However, as China’s demand for truck products increased, it was not until 2000 that China’s truck exports gradually took shape.
However, this scale is obviously "congenitally deficient."
Due to the fact that China’s truck manufacturing started with low-end and medium-end trucks with low technological content, diesel trucks and petrol trucks with a payload below 5 tons for many years became the major models for exports, accounting for the total exports of trucks. Eighty-nine percent of them are relatively heavy vehicles with large tonnage and high power. On the manufacturing of large-tonnage, heavy-duty products, the technology gap between domestic and foreign companies is relatively large. However, this did not prevent the nation’s growing need for heavy-duty trucks. In 2002, the heavy-duty trucks of Sinotruk, Shaanxi Heavy Duty Truck, Futian and other companies began to emerge in the country, but also began to go abroad.
“At that time, truck exports were not standardized. Selling a car earned money, services and accessories did not exist at all. Many companies with insufficient strength simply pursued quantity, set prices too low, and low-cost tactics did make some enterprises temporarily profitable. However, the international image of Chinese companies has been damaged, and the overall interests of Chinese truck exports have also been fatally hit.†Lin Shenglong, an analyst at Wuhan Shunze Consulting, told the “Automotive Business Review†reporters that although the state regulates export order, even though companies Recognizing the seriousness of the problem, but the harm of this behavior is continuing, "No brand, no credibility, there can be no foundation."
Nonetheless, this does not seem to prevent China’s heavy trucks from “sold up†overseas markets with price advantage.
In 1995, Shanxi Auto, which had an export license, really started to export its products in 2004. This year, truck exports reached 600, which was 1/6 of the previous decade. In 2005, this amount doubled to 1,500. . Heavy truck heavy truck exports in China increased even more geometrically. In 2003, the total number of vehicles exported was 40. In 2004, the number was 480. In 2005, this figure became 4920, and the total number of vehicles exported and foreign exchange earned were all national heavy trucks. The first place in the industry.
The situation looks very good. Even Luoyang dragged on this company that started as a military product. In 2005, it began to independently do heavy-duty card export business, even though it exported only 10 vehicles this year.
In 2005, the export performance across the board has in fact hidden a crisis. In the absence of follow-up service, there is not enough supply of accessories products, the more the export volume means that the accumulation of hidden dangers.
Sure enough, the cold began in early 2006, and most people were still immersed in the joy of last year's "harvest."
“Everyone is not expecting it. Several major companies, including Sinotruck and Dongfeng, did not have satisfactory exports in the first half of the year. Some companies even experienced a regression in their export business.†A reporter who wrote about export issues told the Automotive Business Review that many companies were disappointed and more companies began to reflect.
Zhuang Yuxian, head of the Overseas Business Department of Dongfeng Commercial Vehicle Co., Ltd., felt that only by improving the technical content of products, strengthening internal management, improving product quality, and improving after-sales service can the company be able to establish itself in the international arena and have the ability to resist risks.
CNHTC, Shaanxi Auto, and FAW Jiefang also began to strengthen the follow-up of sales and after-sales services in overseas markets. They have offices and resident after-sales personnel in various regions, and began to conduct relevant technical maintenance personnel and drivers in local areas. Training work, of which Valin's active attempts in the overseas market and its achievements are obviously more referential.
The heavy-duty truck company that started the heavy truck project in 2004 has favored Anhui Yiyi. In March 2005, 6 Hualing heavy trucks landed in North Africa and Morocco became the starting point for the export of Hualing. Since then, they have repeatedly won international orders and have successively exported to Algeria. Nearly 30 countries in the markets of North Africa, Middle East, Central Asia, and Southeast Asia, including Vietnam, Kazakhstan, and the United Arab Emirates, have won numerous bids for "International Bidding and Procurement Projects."
In order to strengthen its brand, quality and service in the Algerian market, Japanese brands such as Isuzu and South Korea Hyundai, Hualing has repeatedly led technical services, sales personnel inspections, researches and researches on the Algerian market, and dispatches technical personnel in bulk to conduct market tracking. Technical guidance and on-site service, or technical seminars to teach troubleshooting techniques and repair and maintenance methods and experience. After more than two years of market development, the brand of Valin Automotive in Algeria has been established, and it has gradually become the preferred vehicle for many large groups and large companies.
Compared with Fang Rui, who was only half a year ago, the 28-year-old vice president of Hua Ling's overseas operations was even thinner. In two years, Hualing’s products must be built in more than 30 countries and regions. It is necessary to investigate the demand for research vehicles and to participate in the construction of after-sales service support capabilities in different regions. The workload, pressure and difficulties can be imagined. In addition to the colleagues from the Overseas Business Department, Fang Rui and Fang Rui also had the honor of Liu Hanru, chairman of Hualing.
The pay is obviously rewarding. In 2006, under the joint efforts of manufacturers, distributors, and certification agencies, Valin successfully passed the Russian national auto vehicle import license and successfully obtained a license, while the Valin exported to Russia is also Powerful impact on the old image of "low quality and low price" of Chinese trucks.
“In addition to the awakening of the collective awareness of exporting enterprises, the state’s new policy of regulating export order has also become a trigger for reversing the image.†Gong Yunan believes that in August 2006, the “National Automobile Export Base Enterprise†was promulgated, and in December “The Ministry of Commerce and Development Reformâ€. Of the General Administration of Customs, General Administration of Customs, General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China on the Regulation of Automobile Export Orders, and on March 1, 2007, the State has granted export authorizations for automobiles (including spare parts) and their chassis. The implementation of the “New Deal†for vehicle exports such as license management not only effectively regulates the export of automotive products, but also improves the “benefit†of domestic automobile exports.
"In the first half of this year, the average price of commercial vehicle bicycles was about 13,292.87 dollars, and the average price rose by 44.51%. This is the beginning of a sound development," said Gong Yunan.
Related to strategy
No one can better understand the benefits of such benign development. After experiencing a brief trough, the positive adjustment made by heavy truck companies for exports in 2007 was first reflected in the increase in export volume and quantity.
On August 29, 2007, 800 Dongfeng Tianlong “DONFFENF†words lined up quietly at the edge of the Tianjin port. In a few minutes, this group of Dragon heavy trucks will sail across the sea to Iran. This is already the third time Dongfeng Commercial Vehicle exports Tianlong to Iran this year. It was counted in the first batch of 200 vehicles on March 5 and the second batch of 450 vehicles on July 24. Dongfeng Tianlong has exported 1,450 vehicles to Iran this year. It will form a bulk export to Russia before the end of this year.
One month later, Jinan, China National Heavy Duty Truck and the Vietnam Automotive Industry Corporation TMT company's first batch of 185 heavy trucks took over. China National Heavy Duty Truck Co., Ltd. signed a cooperation framework agreement with South Africa Super Group on June 27th. After the product entered the South African market for the first time, it also opened up a new overseas export growth point.
At this time, the export volume of FAW Liberation in Russia has exceeded 2,000, and it is building a marketing service network with local Russian distributors. Shaanxi Automobile's exports have been increased by six times.
There is no doubt that Dongfeng Commercial Vehicle not only hopes to take advantage of Tianlong's success in the domestic heavy truck field, but also wants to become a top multinational heavy truck manufacturer like Volvo and Mercedes-Benz. The Shiyan in Hubei, where it is located, is the starting point for achieving this lofty aspiration. Changhua's liberation in FAW, Jinan's CNHTC, Xi'an's Shaanxi Heavy Duty Truck, Anhui's Hualing, Baotou's North Mercedes-Benz, Nanjing's Yuejin, Beijing's Beiqi Futian, and others are no longer harboring such dreams?
The premise of all this is that the heavy truck industry in China and the world has provided enough space for these ambitious companies to make room for manoeuvre. So, do all these conditions exist?
Even without careful analysis, we can discover that since 2005, China's high-speed heavy-duty heavy-duty heavy trucks have become hot and demanding, and transportation demands and structural changes have increasingly demanded high efficiency. Vehicles with a load of 15 tons or more are required. The chassis, tractors and tractors have become the development trend of the industry.
CITIC Securities analyst Li Chunbo cast a warm vote of confidence on commercial vehicle stocks earlier this year. In his analysis, there are three points that have become the consensus of the industry:
Firstly, the boom level of heavy trucks, especially high-end heavy trucks and related parts and components with a load of over 15 tons, continues to increase. The key factors behind the industry climate are the growth of domestic demand, the evolution of heavy truck demand structure to the high end, and rapid export growth;
Second, the process of industrialization in China is significantly faster than urbanization. The maturity of commercial vehicles is higher than that of passenger cars. The future development of the domestic market is less than that of passenger vehicles. This makes it necessary to expand overseas markets, and exports will become China's commercial vehicles. Important growth point;
Third, the scale effect of the huge domestic market makes the price of commercial vehicle products in China much lower than that of developed countries. With the improvement of technology level and the improvement of vehicle development and manufacturing quality, there is a clear cost-performance advantage in meeting the needs of developing countries in the world. .
Like Zhang Yupu, chairman of Shaanxi Auto, the heads of Dongfeng Commercial Vehicles Tong Dongcheng, China National Heavy Duty Truck Chairman Ma Chunji, and Hualing Chairman Liu Hanru all considered that the heavy truck export is the general trend. Any heavy truck manufacturing company in China must, to a large extent, directly enter the overseas market and use it as an important component of the next development strategy.
Obviously, this is a matter of strategic importance.
Although the active adjustments made by heavy truck companies for exports in 2007 were first reflected in the increase in export volume and quantity, in fact, it was not uncommon for only two companies to pursue export volume and volume in the previous two years, but if they were carefully analyzed, It was found that in many companies’ publicity calibers and breakthroughs in the pursuit of more volume, many companies have already raised their exports to a strategic level this year, and have had a deeper understanding of product exports and longer-term planning.
Ma Chunji believes that the goal of internationalization is not only to simply export products to foreign countries, but also to achieve internationalization through only one foreign exchange earning through exports. To truly realize internationalization, it is necessary to realize a comprehensive international brand, capital, management, talent, technology and market. Change. At the beginning of this year, the internationalization strategy became the first of the four strategies for the heavy truck export leader.
The overseas business unit established by Dongfeng Commercial Vehicles has begun to play a greater role. Zhuang Yuxian told Automotive Business Review that in 2007 Dongfeng Commercial Vehicles aims to consolidate seven strategic markets such as Iran, Ukraine, and Syria, and build a dealer team. It will be the focus of work.
Liu Hanru rushed overseas for a quarter of a month to investigate the market. For them, the pursuit of export volume is not the first goal, and through overseas marketing team, service team and network construction, expanding and consolidating overseas strategic markets will become a top priority.
In fact, from the fragmented exports before 2005 to the orderly consciousness of 2007, from the simple pursuit of export volume and profit to the strategic level of attention, from just selling products regardless of follow-up maintenance services; never pay attention to the image of the company's overseas to start building China heavy truck brands, these gradually synchronized with the global manufacturing concept of China, the Chinese heavy truck industry significance can not be overlooked, to a certain extent, it is driving the upgrading of China's heavy truck industry as a whole.
Just starting in August 2007, when Liu Hanru met with Alesenac, the general manager of the Russian Industrial Group, again in Maanshan, Anhui, the day-and-night employee’s slightly exhausted face blossomed with a joy of reunion. Russian distributor, Alesenac successfully sold 500 Hualing heavy trucks in Russia this year.
Along with Alesenac, he was an editorial reporter for several heavy truck media in Russia. They are eager to find out why the Hualing heavy truck, which has just entered the Russian market this year, has been favored by Russian merchants in a short period of time.
Hualing's production process and the protection of product quality have made media reporters from thousands of miles away open their mouths in horror. Obviously, the efforts to enter the Russian market are changing the poor image of traditional Chinese trucks in the Russian market. However, this is only the beginning.
Russia is a representative market. Valin, FAW Jiefang, Dongfeng Commercial Vehicle, China National Heavy Duty Truck and many other companies have regarded it as a battleground. But for a long time, blind and unplanned exports have resulted in more than 180 Chinese export destinations for automobiles, almost all over the world. Among them, truck export markets are mainly distributed in North Korea, Pakistan, Syria, Albania, Ghana, Sudan, Guatemala, Saudi Arabia, Kuwait, Malaysia, Zimbabwe and other countries and regions.
Although the purchasing power of these markets is relatively weak and the effective demand is relatively insufficient, the Chinese heavy trucks are rarely exported to developed regions in Europe and America. One of the reasons is the difference in industrial standards. Compared with European and American countries and regions, China's heavy truck related standards are generally low, and for a long time, this has become an insurmountable barrier. Although the quality of heavy truck products in China has been rising in the past two years, Lin Shenglong believes that the vast Third-world countries are still the most important market for China's heavy truck exports.
"For a long time, China's heavy truck export destination country will still be a third world country, because Europe and the United States already have a relatively saturated market and a developed heavy truck industry chain, while third world countries have more extensive needs. Lin Shenglong told the Automotive Business Review.
But this does not mean that the next thing is easy. Over the years, the decentralization of exporting countries and lack of strategic strategy have resulted in a serious lag in marketing and service networks. In the narrow market, customers have a high degree of overlap, coupled with one after another overseas price war, and after-sales service system. The lagging behind in brand building has been quite serious, and this negative effect has clearly made China's heavy-duty truck companies aware of this “explosion†at the beginning of 2006. However, the long-term disadvantages cannot be eliminated in the short term.
“Now we are trying more.†Tong Dongcheng is not willing to disclose too much about their plans to lay out their networks overseas. Fang Rui also believes that establishing a brand overseas by Valin is a process that requires long-term efforts.
The background of the development of China’s truck industry clearly does not add points to this effort. Despite the fact that China’s trucks have the world’s highest production, sales volume, number of possessions, and brands, they are in stark contrast to the quantitative advantages of lower brand added value. . "Whether at home or abroad, in fact, the competition in the future market is the competition of the brand. To win the market competition, it is necessary to own the brand. Having a brand means having a market. Having a market is more important than having a factory," said Gong Yunan.
The imbalance in the structure of export products has also brought difficulties to China's heavy truck exports. Although the proportion of China's heavy-duty truck products has been increasing year after year, diesel trucks and petrol trucks with a carrying capacity of less than 5 tons are still the main export vehicles. From January to August of this year, 118,304 vehicles were exported, and a total of 27,613 vehicles were exported with more than 5 tons of vehicles. The medium- and low-end trucks with relatively low technological content in export products account for the majority, which is very easy to form fixed-thinking thinking in the destination countries of exports, making it difficult for China heavy trucks to create more high-end brand images.
Another difficulty that needs attention is from technical certification. Because China's auto certification standards are not recognized by foreign countries, coupled with the current number of international certification standards, different countries implement different standards, so that China's auto exports have been greatly hampered. The Malaysian market is a good example. Despite the fact that China's heavy trucks have a good sales situation in this market, even if there is a large profit margin for sales at reduced prices, they cannot achieve scale export because they have not been certified by the local government for a long time.
In the Russian market, China's heavy trucks face the same problem.
Although FAW Liberation has successfully carried out small-volume KD assembly in Russia; although Sinotruk is doing research and planning preparations for the market, and sporadic products have been exported to Russia, Dongfeng Tianlong and Futian Auman are also Into the hinterland of Russia to actively prepare; Although Hualing heavy truck has begun to successfully change the Russian businessman's view of China's heavy truck low quality and low price, but the 500 to 1,000 units of export volume has not yet formed enough influence.
In fact, product certification is China's biggest obstacle to heavy trucks entering Russia. Since China is not a signatory to the 1958 Geneva Agreement, the Chinese automobile inspection certificates and domestic certifications are not recognized in the CIS countries. Therefore, they must enter the Russian market in large quantities and pass the Russian certification that Chinese cars enter Russia in large quantities. The premise of the market. Moreover, in some areas Russia's certification is even more difficult than the European standards. In addition, Russia is an incompletely marketized country. Some irregular operations have also caused some difficulties for Chinese products to enter the Russian market.
The negative influence brought by the short-term interests of Chinese heavy trucks entering the Russian market via border trade routes will not be easily eliminated in a short time. Despite this, after 2005, the attraction of China heavy trucks in Russia has increased. In 2006, Valin's certification through Russia also drove up the morale of China's heavy trucks.
From this point of view, in 2007, expanding into overseas markets has become an important layout for the development strategy of many heavy truck companies.
The importance of this strategy will be further demonstrated in the next few years. The sign of its victory is to build a brand recognized by consumers around the world and build its own world brand in the process of meeting the needs of local people.
Although this is just the way for China's heavy-duty truck companies, building an international brand that is strong enough to meet the needs of consumers in different regions has become the most important goal for China's heavy trucks in the next phase.
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