In recent years, the development of the truck industry and the upgrading of user needs have led to the completion of a new round of product replacement for mainstream heavy truck manufacturers in China, and the entrants have chosen higher technologies. As a competitive capital, the competition in the heavy truck market presents some new features. Recognizing new features and striving to adapt to the development laws of the heavy-duty truck market will have important practical significance for enterprises to win the heavy truck market in the near future.
The upgrading of heavy-duty trucks is an inevitable rule for the development of trucks. The upgrading of the engine and the improvement of the cab are two important signs for the upgrading of heavy trucks. The engine upgrade mainly includes the improvement of fuel economy and emission technology and the increase of power. The cab upgrade mainly includes the improvement of safety and comfort of the cab and the improvement of the exterior appearance.
The upgrading of domestic heavy truck products is essentially determined by the level of national economic development. Specifically, the user’s purchasing power, use environment, and the owner’s timeliness and reliability requirements for the transported goods are the internal driving force for the upgrading of heavy trucks; the country’s continuous improvement in the requirements for emission standards and the guidance of manufacturers to launch new products are External factor.
From the dynamic model diagram of heavy truck upgrading and market development (Figure 1), it can be seen that there are two forces in the longitudinal direction, which are the support volume of highway cargo turnover and the pressure of heavy truck ownership. According to studies conducted in China and major developed countries in the international market, it is found that there is a high correlation between highway cargo turnover and heavy truck inventory, and the correlation coefficient is above 0.8. At present, our country is in an industrialized period. The turnover of highway freight is still at a relatively high level of development. During the 10 years from 1997 to 2006, the average growth rate of China's road freight turnover was 7.12%, and the growth rate for the three years from 2004 to 2006 Both are above 10% with an average of 11.17%.
The increase in the quantity of heavy trucks is a force that inhibits the growth of their demand. When economic development is at a relatively high stage, that is, when the composition of GDP is dominated by the tertiary industry, the economy is still growing, but the volume of road freight and the freight turnover of road freight may be zero or negative growth. The reason why such a situation occurs is that the primary and secondary industries that produce road freight and highway cargo turnover will become smaller and smaller; the other reason is that with the advancement of technology, the volume of industrial products will increase. Smaller and smaller, and lighter and lighter, this development has also brought about a reduction in the volume of road freight. At this stage, the demand for heavy trucks is changed to the need of updating, with few new demands.
Figure 2 shows that since 2000, the production of heavy trucks has grown rapidly. In 2001, it exceeded 100,000 vehicles for the first time, and reached 200,000 in 2002. In 2004, it was the historical peak and almost equaled 400,000. In the five years from 2002 to 2006, the heavy truck output maintained a high level between 220,000 and 370,000. Through the research on the historical data of heavy truck market development, it is found that the heavy truck market in China is characterized by periodical development, with each development stage lasting approximately 10 years. Each time through a stage, heavy truck sales rose to a new platform, and the grade also rose to a new level.
In Figure 1, there are two forces pulling the heavy truck upgrade horizontally: (1) Purchasing power, the increase in the purchasing power of users, making it capable of paying higher vehicle prices after upgrading; this is the fundamental force for upgrading heavy trucks; (2) New products, heavy truck manufacturers continue to introduce products that adapt to the new situation of consumption, and the enrichment of new products is the external promotion force that leads to the upgrading of heavy trucks. In the horizontal rear, there are also two driving forces for upgrading the heavy trucks: With the improvement of the transportation level (constantly improving the reliability and timeliness of cargo transportation by the cargo owner) and the transportation environment (increased highway technology grade and length of the highway), the transportation market is The driving force for the upgrading of transportation equipment; related policies concerning vehicles and transportation (such as the national emission standards mandatory engine technology upgrades and weight-based charging and its preferential pricing policies for large-tonnage vehicles) are driving forces for heavy truck upgrading.
Behind the horizontal there is a force that inhibits heavy truck upgrades - prices. With the increase in prices and the coexistence of new and old products, users have become more polarized. New products are often aimed at high-end target consumer groups, while non-upgraded products are targeted at low-end users. During the introduction period of new products, its relatively high price is the main restraining force for expanding sales, but this is only a short transitional period, and the fundamental force of its upgrading is unstoppable.
Major heavy truck manufacturers have completed a new round of product upgrades in August 2004, liberating Aowei Heavy Trucks. Subsequently, Dawei, Converse, Denway and other products based on the J5 platform of FAW Jiefang have been put on the market. In April 2007, at the Shanghai International Auto Show, the J6 heavy truck officially unveiled and began mass production. The 6DN 13L engine equipped with this model has a maximum power of 338 kW (460 PS).
In May 2006, Dongfeng Tianlong, a strategic product of Dongfeng Commercial Vehicle Company, was listed. It achieved the expected target in the two major road and engineering market segments, with cumulative sales of nearly 7,000 vehicles and a power range of 191 to 309 kW (260 to 260 420 PS).
At the end of 2004, Sinotruk had broken through 10,000 units of HOWO heavy-duty trucks independently researched and developed on the Volvo cab platform in conjunction with Steyr technology, and it has become the main model of its market.
On September 19, 2003, Shaanxi Automobile Delong F2000 went offline. In August 2006, Shaanxi Automobile Delong FC heavy truck series was officially launched. At the end of the same year, Shaanxi Automobile also launched the 2007 new DeLong F2000 and Steyr upgraded version of "De Yu."
The above four heavy truck companies are all "old" companies with more than 20 years of production history. In the second half of 2001, Beiqi Foton Auman Heavy Trucks began to enter the heavy truck market. At the initial stage, the Auman heavy truck climbed steadily. In 2006, it sold 31,852 vehicles and was among the top five heavy truck sales. In 2006, the upgraded Auman ETX was launched.
In August 2006, SAIC Iveco entered Hongyan. By then, the new company will have three brands: Hongyan, Steyr and Iveco. It regrouped, and the potential of Dongshan's rejuvenation cannot be ignored.
On December 22, 2006, the 10,000th heavy truck of the North Mercedes-Benz rolled off the production line, indicating that the North Mercedes-Benz switched from the initial Mercedes-Benz truck technology introduction to three grades A, B and C to meet the needs of different users. Manufacturer company.
In addition, Anhui Hualing, which is based on the Mitsubishi Fussen Heavy Duty Truck platform in Japan, and Jacques-Georges, which combines both Mercedes-Benz and South Korea's Hyundai Heavy Truck Technology, are able to digest and absorb Korean SsangYong Shanghai Huizhong, a technology company, has sought a place in the market.
In summary, so far in 2003, China's heavy truck companies have completed the upgrading of their products. Most of their key components and parts have a certain international standard. Most of them have imported and digested advanced manufacturing technologies of internationally renowned heavy trucks. , The overall performance and quality have made great progress, reaching the level of high-end products, some products also initially have the level of competition with foreign products, becoming a strong competitor in the heavy truck market.
As Futian Auman's soaring, at present nobody dares to say what kind of surprise the freshman heavy truck power will bring to the industry. A senior industry official once said: "We dare not despise any heavy truck company."
The new characteristics of the heavy truck market competition in the new situation At present, China's major heavy truck companies have completed the upgrading of the product, but in terms of the product itself, generally speaking at the same level of technology, such as engine, transmission and axle and other key The degree of homogeneity of the assembly is very high. Only the driver's cab is the most important symbol of brand characteristics and unique.
The competition in the heavy truck market has also seen five new features.
1. Strengthen brand promotion and establish a strong brand position Looking at the success of outstanding product brands with leading positions in all walks of life, including the world's leading heavy truck brands, we can see that only real long-term success in the market can be achieved. Brand, the only brand 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.
On July 20, 2006, Shaanxi Automobile Group was the first domestic heavy truck company to issue a brand declaration in China. The core concept of “achievement for the future†has become the essence of Shaanqi Group's brand. Other companies are also strengthening their brand strategy in different ways. 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.
2. Improve the sales network, marketing determines the development of the enterprise Under the developed market economy system, marketing is an important factor that determines the development of the company. In the period of planned economy in our country, enterprises are only responsible for production and sales, and sales are organized by national plans. The biggest feature of the market economy is competition. Under the conditions of a developed market economy, there is no seller's market but only the buyer's market. In other words, the market does not have products that are in short supply, and only products that cannot be sold.
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, China National Heavy Duty Truck Sales Corporation had more than 1,400 people 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, namely the development of 1 000 heavy-duty truck dealers, retrofit plants and 4S stores, and 1 000 service stations in 3 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.
3. Emphasize product differences, differentiation becomes the biggest selling point At present, the product homogeneity tends to be more obvious in the field of heavy trucks in China. According to the data, in 2006, the output and sales volume of the Fast Transmission of the Fast Group exceeded 240,000 units, and the market share of the heavy trucks in the domestic market of more than 8 tons was close to 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.
4. To improve service quality and win the trust of users sincerely At present, the heavy truck technology continues to advance and the level of production technology is approaching, the technological gap between the competing companies is gradually narrowing, and the product homogenization 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 anywhere and anytime.
5. Adapting to market changes and continuously satisfying new demands The factors affecting the heavy truck product changes mainly come from two aspects: first, the constraints of the development rules of the heavy trucks themselves; second, the influence of external factors, especially the relevant industrial policies formulated by the state's macro regulation and control. The most significant effect. These two factors make the heavy-duty truck market constantly changing. Researching changes in the market, adapting to changes in the market, and meeting the 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.
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