China Commercial Vehicles Network, Beijing, July 23 The question of whether long-term commercial vehicle joint venture brands can continue to reach the Chinese market has been the concern of the industry. From past examples, domestic commercial vehicle brands have gone even further in exploring joint ventures. It is hardship. Industry insiders have concluded that the joint venture in the commercial vehicle sector has repeatedly failed. There are two reasons. One of the high-end foreign-funded products is expensive. This is "the Chinese market is not satisfied with the soil and water." Second, the two parties have differences in understanding products and markets. This is a "joint venture." Corporate culture minefield."
In fact, after 50 years of development in China's commercial vehicle industry, domestic commercial vehicle brands are deeply entrenched and their market share is as high as 80%. Foreign investors want to enter the market where their own brands are dominant, and only sacrifice their own brands to reach joint ventures. The balance of interests between the two parties.
Since the commercial vehicle companies survived the financial crisis, we have gradually realized that there is a rigid demand for commercial vehicles in the market. As long as the economy develops, the market demand for commercial vehicles will maintain a continuous state. It is precisely this point that domestic commercial vehicle companies and foreign giants have started a new round of joint ventures.
After drawing lessons from the failure of the previous joint venture, the joint ventures both paid more attention to the joint venture brand's adaptability to the Chinese market. “Guangdong Hino has done a lot of investigation and research on the joint venture of commercial vehicles after preparatory phase analysis. It took nearly three years from the preparation to the establishment of GAC Hino.†Li Shao, executive deputy general manager of Guangzhou Automobile Co., Ltd., was interviewed by a reporter from China Commercial Automotive Network. Said, "Hino as a partner has also been exploring for a long time. In the end we still found some clues. For example, in the positioning of products, in the positioning of prices, in the localization work, after the product is made Some adaptations have yielded some results.â€
According to the report of the China Commercial Vehicles Network, under the circumstances that the joint venture of commercial vehicles is becoming increasingly fierce in the current domestic market, the joint venture product will adopt some adaptable market strategies accordingly to be able to stand out among many competitors and achieve the goal of winning the market.
"Japanese commercial vehicles are more suited to the Chinese market than their European counterparts in terms of product quality and fuel economy. First, from the aspect of quality, the life span of the key components of European commercial vehicles is uneven, while key parts of Japanese commercial vehicles are bridges. The service life of the beam, the engine and the engine is relatively average, which will increase the cost performance of the vehicle to a higher level,†said Zhao Yu, a veteran industry observer. “In terms of fuel economy, due to the scarcity of resources in Japan, it is required to pursue vehicle fuel economy and fuel economy. This will be more suitable for the current status of vehicle requirements in China's commercial vehicle market."
As the domestic commercial vehicle market matures, the consumer concept of commercial vehicle users gradually becomes more rational. It is a thing of the past that the idea of ​​choosing a car that values ​​only quality and ignores quality. Users have higher and higher requirements for the quality of commercial vehicles, and to a certain extent bring a glimmer of hope to joint venture commercial vehicle companies.
“Guangxi Hino as a joint venture company has put product quality first since its inception. First of all, our products use Hino’s standards. After a large amount of localization, we also work through the joint efforts of manufacturers and suppliers. The quality standards of parts and components must meet Hino's standards. In terms of quality management, a lot of resources are invested. GAC Hino dispatched five batches of technical experts, process experts, quality management experts, and Hino Company to form a working team. In batches to suppliers, we work with them to improve the process, design and quality management. So now we have achieved more than 80% localization, quality is very guaranteed, and GAC Hino has always put quality first. "The deputy general manager of Guangzhou Automobile Hino Li Shao said.
After experiencing many unsuccessful examples of commercial vehicle joint ventures, at present, the joint venture of commercial vehicle companies can basically reach consensus on understanding the Chinese market. Hirofumi Machi, General Manager of GAIC Motor Co., Ltd. said that although the two parties have objective differences in culture, folklore, and customs, since the joint venture came to China’s development, it is necessary to respect Chinese customs and practices and working methods. In addition, we must strengthen communication with our partners and find common ground in the differences.
China Commercial Vehicle Network reporter believes that the entire commercial vehicle market is optimistic about the prospects. In the process of rewriting the commercial vehicle market, joint venture commercial vehicle companies are facing challenges as well as opportunities. The commercial vehicle market is gradually becoming high-end, and quality will become the primary consideration for users to purchase cars.
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