1 Forecast of total heavy-duty truck market
Heavy-duty trucks have shown strong growth in high-speed growth since 1999, and they have a high status in the national economy. According to relevant media data, the total sales volume of domestic heavy-duty trucks has reached nearly 900,000 vehicles in the past 10 years. If imported heavy-duty trucks are added, it is estimated that the number of heavy-duty trucks currently available can reach 950,000. The rapid expansion of the market has stimulated the enthusiasm of automakers for the production of heavy trucks. Companies are afraid of losing the opportunity to crowd out the market and have launched heavy-duty truck projects. However, the market will not continue to expand at a high speed without restriction, and where does the balance of heavy cargo ownership lie? From the perspective of the production and sales volume of heavy-duty trucks in 2003, the growth rate was only 5% year-on-year, although the production and sales volume was also presented. The trend of growth, but apparently stagflation. Because the production and sales volume of domestically-produced heavy-duty trucks soared from 2000 to 2002, with an annual growth rate of more than 60%, it is estimated that the annual growth rate will slow down in the next three years. The general view is that it will exceed 15% - 20%. From this forecast, the overall market capacity should be shaken at one million vehicles?
2 Change in demand for heavy-duty trucks
2.1 Heavy-duty trucks develop in the direction of "five changes"
In the “Tenth Five-Year Plan†of the domestic automobile industry, it is pointed out that the development of high-speed trucks, tractors, serialized cabs for heavy-duty trucks and heavy-duty special-purpose vehicles chassis that meet the conditions of highway transportation, power above 220.5 kw, and It is in line with the trends of diesel, heavy-duty, specialization, intelligence, and environmental protection of international trucking vehicles.
2.2 Development of Heavy-duty Trucks to User Demand
China has a vast territory and the development between regions is uneven. The demand for heavy vehicles by users has obvious regional characteristics. For example, the eastern and southern parts of China have a relatively developed economy. The roads are in excellent condition and the highways carry a large volume of traffic. The speed, environmental protection, and The requirements for appearance and comfort are relatively high; the northwest and southwest regions are in the initial stage of development; the environment is hard, the road conditions are poor, and the economy is relatively backward. It requires economical and practical trucks with large engine power, good durability, and strong carrying capacity. The interior of the product, comfort, and appearance of the entire vehicle are not excessively high; while the East China and North China areas between the eastern and western regions show diverse demands based on road conditions and transportation purposes. This raises higher requirements for the company's product structure, adaptability, and development capabilities. At present, domestic passenger car companies have adopted order production according to the needs of users. It is estimated that in the near future, each truck on a general assembly line will almost always be different, and the user’s order requirements will be posted on the various workers. Bit on.
2.3 The Influence of Regional Market on the Demand for Heavy Trucks
Northeast Market: Northeast China is a traditional heavy industry base. With the country's strategic development, the development of ports and minerals in the Northeast has provided opportunities for the rapid development of the logistics industry and market expansion of heavy trucks; the tractor market in Dalian and other port cities will become increasingly popular. Heilongjiang's Daqing Oilfield and Nierji Water Control Project (with a construction period of 5 years and an investment of 5.449 billion yuan), Anshan Steel Plant, and Benxi Steel Plant will all become the main targets for heavy cargo sales.
The Northwest Market: The implementation of western development and the implementation of western mining policies have made the western region one of the hot spots for domestic heavy cargo demand; the construction of key national projects such as West-to-East Gas Transmission, West-to-East Electricity Transmission, etc. has become a heavy-duty special-purpose vehicle market. More demand is provided; and the surplus labor force in the west brought by the national policy of returning farmland to forests will be transferred to other industry sectors, which will certainly affect logistics and drive the demand for economical heavy trucks.
North China Market: Tianjin, Hebei, Shandong, and Shanxi have more developed transportation, logistics and mining industries. Most of the more powerful distributors have converged here. This is the battleground that has always been the “militaryâ€, and it has played a role in the sales volume of heavy goods vehicles. Wind vane effect.
Beijing-Shanghai market: The Beijing market has a unique market environment and has played a role in piloting the heavy cargo market. Beijing has absolute strategic significance for auto companies. Only by occupying the Beijing market in a full sense can Beijing reach the realm of small hills. The position of the Shanghai internationalized container deep-water port and the advanced transportation concept make it equally important to the developed southeast coastal market. The transportation industry in the region is gradually in line with international standards. The mid-tonnage market will give way to heavy trucks. The new demand brought by economic growth in these areas will be another growth point.
3 Heavy cargo companies face competition
3.1 Greeting to the Age of Mixed Competition
At present, the status of the heavy truck market is being broken.
Beiqi Futian and Nanjing Chunlan have grown very fast, and they were established in 2003. In order to meet the needs of multi-level users, companies generally adopt the practice of extending the D product line up and down. The statement that a company's products are in what grade does not meet current requirements, such as the North Mercedes-Benz, has always been because of product technology, prices are positioned on the high-end line and not worthy of praise, in 2002 to take the product down the base of the original product The implementation of the introduction of the North Mercedes-Benz B, C series models, in the configuration and the original product to form a difference, the price of distance, to meet the diverse needs of users, sales have also increased significantly. Three heavy-duty trucks basically adopt the strategy of four joint venture products, Steyr products with technology upgrade, Steyr technology products, and Steyr economic products. For companies, the overall victory has meaning, so the heavy truck industry is being pushed into the battlefield of mixed competition. The old market balance will be formed in the bloody market and is expected to be known in 3 years.
3.2 Entering the Brand Competition Stage
Price competition is still the main means of current competition, but companies are also aware that competition in the service sector will determine the outcome of the future. In the modern marketing concept, the strategy of diversifying and serving beyond the automotive business has become an important part of the company's business strategy. Service trade will be the last ace for the company to win. More and more companies have established a large and meticulous business service network, a new type of customer relationship system, and adapted product development as a means of future competition. The core is the Jingpai service. In heavy-duty auto companies, more and more companies are pushing service brands to the forefront of competition, such as the "moved" service of the liberation of FAW, the "sunshine" service of Dongfeng, the "kin" service of Sinotruk, and the heavy truck of Shaanxi. "Intimate" service, Chongqing Hongyan's "integrity" services. Of course, this kind of service will also expand into the field of financial services.
4 Heavy cargo companies must deal with good issues in their development
4.1 Inventory and Analysis Joint Venture Cooperation and Joint Reorganization
In 2003, it was a joint venture of the Chinese heavy-duty truck industry. The joint venture has also been given a popular color, and the exposure frequency is high and the launch is astounding.
Dongfeng Motor Co., Ltd., a joint venture between Dongfeng Motor Co. and Nissan Motor Co., Ltd., was established and officially operated; Volvo Trucks of Sweden and China National Heavy Truck Group Co., Ltd. signed a 30-year joint venture with a total investment of RMB 1.6 billion. In the contract, the two sides contributed 50% each, and Jinan Huawo Truck Company was established; Daiyike and Beijing Automobile Industry Holdings Co., Ltd.’s “lightning†contract includes a comprehensive cooperation agreement for Mercedes-Benz cars, heavy goods vehicles and engines, with a total investment of 10 Billion euros; Shaanxi Heavy Duty Truck and German MAN company signed an exclusive agreement to introduce MANF2000 vehicle technology and establish a long-term strategic partnership. The joint venture mentality has the following two aspects:
For one thing, making money is the future. Although the joint ventures of heavy-duty auto companies were signed and signed in 2003, the future is still unknown. However, people's doubts about the profitability of joint ventures began in the past: It is not easy to make money from joint venture production models; from the earliest northern Mercedes-Benz to the north Neoplan to Shanghai Shenwo, Yaxing Mercedes-Benz, etc., joint venture products seem to always face a good and bad situation. In this case, both sides of the joint venture are well aware that only the return of higher investment in the national policy environment is full of variables. Even companies that have just completed joint ventures recognize that joint venture products will not make money for at least 2 years. Since the joint venture's products may not be profitable, why would everyone still be clamoring for joint ventures? To quote a general manager of a company, it is a strategic need to find good partners first and establish a relationship with each other so as to prevent missed possible development opportunities in the future.
Second, they are all very important. Due to the differences and imbalances in the global economic development, developed countries will always have the opportunity to draw benefits from the markets of developing countries. Due to the maturity of road construction and transportation in European cities, the development space and opportunities provided by the local companies are very limited. In order to break the existing market pattern, external forces must be used. Therefore, global production and procurement become effective for multinational corporations to reduce costs. Means to compete for new markets has also become an inevitable source of new development space and profit.
As a domestic company, knowing the fastest way to upgrade products is the joint venture and cooperation, but after experiencing the joy and heartache of the pioneering joint venture, the company has a new understanding of the joint venture, that is, both enthusiastically to seek joint ventures and cooperation, Carefully maintain the advantages of your own brand. A joint venture is not the whole content of life, but it is a useful supplement in the development and operation of a company.
As foreign investors, it seems that they do not care more about the details of the joint venture process. Instead, they can not wait to create and sell their own brand of heavy goods vehicles. Why? A Chinese businessman who is about to attend the Iraqi Reconstruction Equipment Exhibition held in Kuwait is quite reasonable: once Iraqi reconstruction, our products are necessary, and through various channels to advance the market, the market can first recognize this brand, Understanding this brand, our business will do better. In China, a country under construction, the demand for production equipment is substantial. Whoever gains the user's approval will win the market first. Just as we know of the Volvo truck brand, when its Chinese representative office opened up the Chinese market in 1998 to talk about the profit model of transport companies, many brands of the same level in the world felt that there were only 3 Volvo Truck Company offices at the time. It is incomprehensible and even think that they will sooner or later have to raise their own feet. Today, Volvo Trucks is already the most reputable brand in European cars, and it maintains annual sales of more than 1,000 vehicles. It should be said that it is the success of Volvo in China that has inspired the enthusiasm of other truck manufacturing companies in Europe. In their impression, China has no spending power. How could Volvo succeed? Coincidentally, Volvo is the first to sign a heavy load. The joint venture project for trucks, followed by a half year of joint venture agreement signing boom.
4.2 The improvement of technology relates to the success or failure of the enterprise
At present, China's heavy-duty truck market product line monotonous, the main series are the liberation, Dongfeng's medium-sized car upgrade and the three heavy truck Steyr series and the North Mercedes-Benz Mercedes-Benz technology introduction type.
After 20 years of technology digestion, the Steyr series is more suitable for the current market and holds a dominant position in the market above 15t. Better sales and independent supplier status of major parts and components provide the possibility for other companies to emulate Steyr products. At this stage in China, it seems that as long as there are sufficient funds, market-operated talents and a mature sales network, it will be able to win large chunks of heavy cargo. If they can more intelligently add some features of independent development, they will be more vulnerable. This shows that the shortage of proprietary technology and the increasing homogeneity of the same group of products.
The technology genre of the North Mercedes-Benz is a high-end car. However, due to the low recognition of high-end products in the domestic market, the sales of the North Mercedes-Benz have not been very good, and the scenes of high-quality songs have been extremely high. With the aging of product technology, the North Mercedes-Benz and the Steyr series are also faced with the introduction of new models and new technologies, but it is only a matter of time. This year's model changes, the cab is changing with each passing day, but the actual use of the parameter table to see, there are not many improvements in the configuration.
The main technical problems existing in the heavy industry are, in the final analysis, weak self-development capabilities. They have been driven by recent interest and have not been able to form a true product core competitiveness. It is not surprising to see the same Steyr axle, Fuller, or ZF transmission on the same class of vehicles produced by different companies, but it is often disappointing to delve into where exactly the advantages of a branded product lie. Of course, in the case of international production and global procurement, as long as there is money, who can buy things, but we have the core technology is essential. For example, in Europe, if it is not strategic cooperation, heavy cargo companies will generally control the engine technology in their own hands. The engine of own technology is the core of the competition of the company's products, and it is rarely heard of selling to other Jingpai brands. With reference to foreign heavy-duty truck companies, it is very important for domestic companies to have a truly high-quality engine and transmission brand.
In addition, the characteristics of electronic and intelligent are more and more obvious on international advanced trucks. With the help of computer and electronic technology, European heavy-duty vehicle emission standards have met Euro IV emission requirements, anti-lock braking systems, skid prevention systems, airbags, intelligent engine management systems, driver information systems, global satellite positioning Advanced technologies such as systems, electronic braking systems, distance control systems, and lane line control systems have been applied to heavy goods vehicles such as Mercedes-Benz, Volvo and others. The more technology develops, the faster the product will be replaced. How to make use of internationally advanced technology to quickly realize the transition of heavy-duty vehicles in China is something that business operators should seriously consider.
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