Jirayui Heavy Industry, Changan Heavy Duty Truck, Shanxi Grand Canal, Guangzhou Automobile Hino, Lifan Horse, Xugong Technology (acquired Chunlan), Zhejiang Zhaolong, Hengtian Heavy Truck, Yunding Heavy Truck and possibly sudden announcement of entering the agricultural truck Manufacturers are expected to have around 10 new entrants. This is the most unprecedented year in China's automobile development history within 1-2 years. It can be unprecedented.
Cai Dong, vice president of China National Heavy Duty Truck Co., Ltd. said in an interview with Auto People: “As a latecomer, there are considerable difficulties in other areas where others have been working hard for years.†In this regard, the author strongly agrees. In the first two years, old friends of heavy truck companies with more than N old brands also made similar comments and views to the author. In particular, there were many exchanges with heavy-duty experts Qi Bing and Xia Shu. The author and fellow experts The views are the same. They are not worried that the heavy trucks cannot be built, but they are worried that they will not sell their cars. They just boast about their guilty conscience. Perhaps it is the death knell of failure.
The reporter Mr. Meng Wei wrote in the “Automotive Business Review†that these new entrants “have too many similarities: It is not bad for crowding into 10,000 clubs. The powerful shareholders and behind-the-scenes owners are the survival of them. Although the sales volume is still inexhaustible, they are ambiguous, enter the mainstream market in China, and go to the world is their common dream. They both claim that they have world-class technology and they all use the international heavy truck brand as the benchmark, but they all lack the market inspection. It seems that all of them have found a way to survive, but they are still somewhat secretive. The market's expected high growth is the fundamental point for them to choose the heavy-duty truck industry. Although the gross margin of the industry is only about 10%, the market size of 700,000 vehicles per year in the future It's like a huge magnet attracting countless new players to join in, even if it's someone else eating meat and I'm going to have a soup, but also have a share in such a market that looks full of oil. As a new player, what kind of product? Come to the market and test the strength of the company..."
The author worked in the automobile industry for nearly thirty years and once participated in the research and development and listing of heavy trucks. The second time was the "Lingye" heavy truck of the Nanjing Automobile Manufacturing Plant (Nanjing Automobile Group Corporation) at the beginning of this century; Chery’s Juri Heavy Industries Co., Ltd. combined for the second time in nearly seven years. But unfortunately it ended with the defeat of "Linye" for the first time; the second "Joint Heavy Truck" was difficult to predict. Therefore, the author has a complex emotion that can't be said for heavy trucks, which is both love and hate. In short, it is very difficult to build heavy trucks. It can be said that heavy trucks are the technical crown of the car and the "Goldbach conjecture". It is not that you can engage in things that I can play. This is a big machine for making money. It is also a deaf machine on the highway.
According to the statistics from the China Association of Automobile Manufacturers, in 2009, there were 28 domestic heavy-duty card manufacturers with more than 14 tons, and the sales concentration of the top ten companies was 83.09%; the concentration of the top five was 95.5%. Among them, the top five companies with over 10,000 vehicles have firmly controlled most of the market share of the heavy truck market. Almost no dead zones have been left in the heavy truck market. Most of the new entrants to heavy trucks are only selling in the regional market. Want to pull teeth in the tiger's mouth, grab a cup, you can imagine the difficulty!
At the moment, the Shanka version of the heavy truck can imitate or even copy competitors' products and marketing models. However, long-term development requires the continuous development of research and marketing capabilities of the company. Buying a component assembly product can only be solved by a solvable company for a while, but it is only necessary to build its own component supply chain to become bigger and stronger. In addition, people in the industry all know that due to the extremely complex working conditions of heavy-duty trucks, the requirements for matching technologies are very high. Even if they are assembled and assembled, they have high scores, requiring huge investment in R&D and long-term technological accumulation. On the surface, although the threshold for production of heavy trucks looks very low, in recent years, the market has been significantly higher threshold, not to enter and leave freely, but to pay high tuition fees. In particular, the "Critical Fuel Consumption Limit Standard for Heavy-duty Commercial Vehicles (GB/T 12545.2)", which may be introduced next year, will in turn impose a curse on the technology access of heavy trucks.
At present, most of the new car companies entering the heavy truck sector basically continue to use or clone Beiqi Futian Auman Heavy Trucks, allowing a foreign design company to develop a new cab, and then take the name of a foreigner's foreigner, engine, Several major assemblies, such as transmissions and axles, are purchased in the society or from related parts and components manufacturers, and then assembled together into a heavy truck that belongs to their own brand. "Good cat." But after all, things have changed, and now playing this game is not alright, and then copying the old model that people have already played in Beiqi Futian has become obsolete. Beiqi Foton Auman once relied on strong marketing capabilities, which made Auman Heavy Truck quickly grow into a strong dark horse in the industry. At the same time, Beiqi Foton has changed its strategy and tactics, and has been on a large scale in the ocean. It has been with FAW, Second Automobile, and Heavy. The steam and Shaanxi auto industry started flat and the courts were resistant to protests. Within 10 years, the position of the heavy truck “boss†was unknown.
What is the opinion of a certain Keihin Newspaper reporter about the new challenger in the heavy truck field? Through careful and in-depth study of these new entrants in recent years, the author believes that there may be 1-2 challengers who have the possibility of success, while others may be the product of a short-lived success. The winner is most likely to be Chery's joint heavy vehicle. It is not difficult to find that its shareholders and strategic partners are a group army composed of "industry leaders" - CIMC, Chery Automobile, Yuchai Group, Fast Group and Fuhua Heavy Industry are impressively listed. Moreover, unlike the other new entrants, Jirui United Heavy Truck Co., Ltd. is building heavy trucks while advanced high-power engines and transmissions are also being developed and put into production according to plans. Therefore, there is a great deal of strength in the future. In the future, it will not be necessary to purchase the major general assembly in the society, and it will be restricted and restrained by the host manufacturers. However, the main issue in the future is whether the issue of share of interests between joint venture and joint-stock companies can be solved. The second is the network layout. Can we effectively use CIMC's very large and very successful network of special vehicles and modified vehicles? CIMC has strong resources in customers of large-scale domestic logistics companies. Will these large-scale logistics companies become the target users of Jirui United Heavy Trucks in the future? And through the strong industry background of the shareholders and the quality of their own products, can we gradually open the domestic huge logistics market? Third, who will sell the car? Is it from an insider or outsider to engage in sales? It is a matter of utmost priority for the theoretical idealist or for the practical experience to be marketed.
Rethinking the extinction of Nanqi and the fierce defeat of the “Lingye†heavy truck was ruined in the hands of a large group of foreign and internal political cadres. Those who engage in class struggle and rectify technical talents are absolutely adept at home. R & D and sales is a big group of idiots and low-energy children, lack of success, more than success. The real automobile technology and marketing talents are depressed and unsatisfied. There is no place for talents to play, and specialization is not only an important internal cause of depravity. It is reported that some of the Red Guard-style political workers of the Cultural Revolution in Nanchang were introduced to a certain X car company in the north last year. The author is very worried that after these people smashed the steam engine, the plagues and termites generally continued to engage in political movements at X Steam. Tweak X steam again. Therefore, our cottage version of heavy truck companies should take history as a mirror, do not follow the same mistakes.
Therefore, the author believes that the experts who will be recruited in the future in the Swiss Union Heavy Industries Group will study the national policies and regulations, the development of the truck market, product development and commercial reform proposals, and the national and even global network layout; To lead a strong sales team is the key to success or failure. Otherwise, no one will sell even the best products will be a pile of scrap iron. The only way is to dig a wall from the successful old heavy truck company and introduce or airdrop product chief engineers and marketing executives. In those years and today, Chery Motors was the wonderful marketing car wizard Li Feng who was hired from Beiqi Foton and Mr. Ma Deyi of FAW. Since then, Chery has had a real marketing system and it has been a great success today. Ji Rui United Heavy Industry does not imitate and learn from Chery's successful experience, I believe we will do more with less. At that time, the author was also very proud to work for several years in the Chery Jirui Heavy Truck Company, not to mention the energy and fortunes that had once been lost.
At the same time, the author believes that another heavy truck company that may succeed is Changan Automobile. If once rumors from the Xiangfang Road - Changan Heavy Duty Truck and Volkswagen Group's Swedish Scania form a joint venture, it is certainly a stronger addition, because the people of the Yangshang Yangshun Yang believe that the strength of the brand. Plus Chang'an inherent strong marketing management capabilities, its grip.
It is expected that in the next five years, in addition to heavy truck companies such as CNHTC, Jiefang, Dongfeng, Foton, SAIC IVECO Hongyan, Beiben and Shaanxi Automobile, there is still a fight. Being eliminated is the fate of mergers and acquisitions or the likes of Chunlan and Ling Ye. This is the so-called "social Darwinism!"
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