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In the first seven months of 2011, in the event of a decline in the entire heavy-duty truck market, the Dongfeng Commercial Vehicles, China National Heavy Duty Trucks, and FAW's liberation in the first echelon have experienced varying degrees of decline. The second-tier Futian Auman and Shaanxi Auto Heavy Trucks, as well as the third-tier Jianghuai, Beiben, and SAIC Iveco Hongyan have been deteriorating.
For seven consecutive months of contrast, heavy-duty truckmen who feel good have realized the existence of the crisis. Recently, the FAW Liberation and China National Heavy Duty Truck once again adjusted the progress of their own problems.
Behind the problem
From January to July 2011, due to the large number of bases, the most obvious was the first echelon. As a member of the first echelon, Dongfeng Commercial Vehicles, Sinotruk and FAW Jiefang’s liberation sales continued to decline, and were affected by the drastic drop in the tractor market. The liberation of FAW dropped by more than 35%, ranking first in the decline; China National Heavy Duty Truck followed closely, ranking second with a decrease of 19.7%; Dongfeng was relatively balanced due to a balanced product structure, and Tianlong heavy trucks increased against the trend, so the top 7 Monthly sales fell by a minimum of 2.9% year-on-year. In the second tier, only Futian Auman maintained positive growth (7.2%). In the third echelon, Jianghuai recorded the largest increase, which was a year-on-year increase of 89.3% in 2010; the cumulative sales in Beiben were flat year-on-year; Hongyan still had a positive growth (9.3%).
Although most of the third and fourth tiers achieved year-on-year growth, the product bases of these growing companies are relatively small, and their growth space is still relatively limited relative to the entire market. These second and third tier companies have grown. The biggest reason is that these heavy truck companies have performed outstandingly in the regional market and have seized a portion of the market share of mainstream heavy truck companies. Shangqi Iveco Hongyan, the country has always attached importance to the construction of basic industries in the western region, and the Southwest market is the main battlefield of SAIC Iveco Hongyan. Second, the reason why these second and third tier products will attract some consumers is not unrelated to their increasingly sophisticated after-sales service system.
If this is the advantage of second- and third-tier competition. In other words, this is also the weakness of the first and second tiers. In addition, in addition to the bright spots mentioned above, the sales volume suffered in 2011 also exposed the problems existing in the first-tier heavy truck companies, including products, services, and risk management capabilities.
Finding a solution
Today, the continuous decline in sales has already made these heavy truck leading companies alert. In recent days, these heavy truck companies have actively studied countermeasures against their own deficiencies.
At the 2011 mid-market marketing work conference held by FAW Jiefang Sales Co., Ltd., FAW Liberal pointed out that although the demand structure in the second half of the year will develop in favor of liberation, dump trucks and special vehicles will still account for about 50% of market demand. FAW's liberation will speed up structural adjustment, which will play a crucial role in promoting the market share in the second half of the year and achieving the next year's marketing goals and realization and emancipation share. Unlike the direction in which FAW has librated to adjust its product mix, China National Heavy Duty Truck placed emphasis on future work on optimizing corporate management and after-sales services. The second venture and the first National Truck Service Skills Competition launched on July 12 were all prescriptions of China National Heavy Duty Truck for its own shortcomings.
While the first echelon was adjusting the pace of advancement, the second and third echelons did not stop the pace, and the contrarian growth in sales volume helped them to gain confidence and make efforts to do the final sales sprint in the coming months. . Shaanxi Auto signed a service contract for heavy truck trucks with Weichai Power, Fast and other suppliers at the mid-year business conference in early July. In the second half of 2011, Shaanxi Automobile will launch a series of measures centering on the "Service Convention."
Futian Auman, Jianghuai Automobile Geerfa Brand and SAIC Iveco Hongyan plan to introduce new products and create new product platforms in the second half of the year. It is understood that the upcoming new heavy truck products, although not identical in positioning, but the goal is almost the same: to explore new growth points and enhance its product market competitiveness.
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