After experiencing rapid growth for several consecutive years, the domestic heavy-duty card market began to decline sharply in the second half of 2011, with a decline of more than 30% in 2012. Is the market cold winter or market rational return? Different people have different understandings.
The heavy-duty card market is closely related to the country's macro economy. If we carefully study the country’s macroeconomic development and industrial structure, we will find that with the gradual reduction of various large-scale investment projects in the country, the heavy chemical industry will enter the middle and late stages, and the industry will make in-depth adjustments. It is difficult for the medium- and heavy-duty card demand to maintain the high growth rate in the past. In 2012, domestic demand for heavy trucks will reach 900,000. It will remain at this demand for a long period of time, and it will even decrease.
In the face of declining market demand, Dongfeng Commercial Vehicles realized that this is only a rational return of the market. The original way of gaining growth through scale was impracticable. It must be turned to rely on the quality of operations to survive and develop.
Judging from the state's requirements for trucks and regulations, as the requirements for safety, environmental protection, and quality reliability continue to increase, the chaos that once bought spare parts and can be used to hold a vehicle and sell it will never return. The comprehensive strength requirements of the enterprise will be greatly enhanced, and laws and regulations will require the survival of the fittest.
The application of new technologies and new materials will also be a challenge for the truck industry. If we say that the past is more of an improvement in hardware technology capabilities, we will add software technology capabilities in the future. For example, functional applications such as automotive electronics and information technology will enhance the efficient operation and precise control of vehicles; there will also be new materials used to improve reliability and reduce vehicle operating costs.
Truck users are also undergoing profound changes. According to statistics, China's transport costs account for 18% of total GDP, while advanced countries in Europe and the United States only account for 8%. There is a huge space for logistic cost reduction, and the reform of China's transport structure and model is imminent. In addition, the division of labor in the logistics market is more refined, such as: dangerous, LTL, cold chain, express delivery and so on. The logistics industry is moving in an intensive and professional direction.
The profit structure of the truck industry must also undergo profound adjustments. In general, vehicle companies naturally rely on selling cars to make profits. If you invest your energy in other areas, it seems to be a bad job. However, due to the increase in sales volume and various costs, such a profit model is increasingly unable to guarantee the survival and development of the company.
The whole value chain must find profit points, which is the only way for the truck industry to survive. In terms of marketing, besides selling the entire vehicle, we must also do the post-market, pay attention to the customer to use the entire life cycle of the vehicle, create value for the customer and bring profits. In the field of commodities, the quality of commodities has been further improved and modularization and standardization have been achieved. In terms of market development, domestic and international markets are simultaneously aggressive. In terms of internal management, efficiency is improved, and various costs such as increasing labor, raw materials, and energy are absorbed. At the same time, the existing business model must be redesigned and structured.
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