Yanxiu Messrs Shaanxi Heavy-duty stare at repeat customers

The term "blowout" has long been no longer the exclusive vocabulary of the passenger car market. The performance of the heavy truck market is also increasingly attracting people's attention. Since the implementation of weight-based toll collection in 2006, sales of heavy-duty trucks in 2006 increased by 30.55% year-on-year, and increased by 58.64% year-on-year in 2007.

“China will produce more than 600,000 heavy trucks this year, which exceeds the largest US market for heavy trucks, and it is better than passenger cars,” said Jia Xinguang, an automotive analyst.

Under the temptation of the market, heavy truck companies have continued their market offensives. Either speed up joint ventures with multinational giants or work hard on private label marketing. A battle around the heavy truck market has already begun.

Shaanxi steam boom

“Shaanxi CNHTC has done its best in brand marketing.” Liu Keqiang, Marketing Manager of Shaanxi Heavy Duty Truck Co., Ltd. (hereinafter referred to as “Shaanxi Zhongqi”) told the “Financial Times” that he would not worry about the market as long as he builds a brand. Changes in the environment.

The assets of Shaanxi Zhongqi originally belonged to China National Heavy Duty Truck Group. In July 2000, the State Council dissolved the heavily indebted China National Heavy Duty Truck Group, and some of the assets fell into Shaanxi Automobile Group. In September 2002, Shaanxi Automobile Group and the Hunan Torch Co., Ltd. jointly used this asset to form Shaanxi Heavy Duty Truck Co., Ltd., which owns 51% of Shaanxi Zhongqi.

In August 2005, Weichai Power took over the Hunan Torch, making it the new head of Shaanxi Zhongqi.

At the same time, at the end of 2005, Shaanxi Heavy Duty Truck Co., Ltd. has combined the advantages of German MAN technology, Weichai and Cummins engines, and Fast transmissions.

When everyone has a lack of brand awareness in China's own brands, Shaanxi Heavy Duty has already set up a brand marketing team. From the publication of the “Brand Declaration” to the publication of the Blue Book on the Current Status of Truck Drivers in China, to the “China Truck Drivers Festival” for truck drivers, and to the “Song of Chinese Truck Drivers”, the brand marketing of Shaanxi Heavy Duty Truck gradually commences. .

The heavy truck industry is an industry where the requirements for brand and service are much higher than other industries. “In the heavy-duty truck industry, word of mouth is far more important than advertising in terms of sales.” Liu Keqiang said that the effect ultimately appeared on the loyalty of customers. .

According to him, at present, the "return customers" or new customers recommended by the old customers already account for about 50% of the total sales volume of Shaanxi Zhongqi, "brand marketing has already played a market efficiency."

The high-speed growth of Shaanxi Sinotruck started two years ago. In 2006, Shaanxi Heavy Duty Truck sold 30,550 heavy trucks and 6,600 in 2007. The annual growth rate was 110% and 96.46%, respectively, and its production and sales in 2005 were only 15,000.

At present, Shaanxi SINOSTEEL's industry rankings are firmly tied to the top three heavy truck heavyweights - FAW Jiefang, Dongfeng, and CNHTC.

The first three

“At the beginning of the establishment of Shaanxi Heavy Duty Truck, the annual output was only 2,000, which was 1/3 of China National Heavy Duty Truck and 1/2 of Hongyan, Chongqing; however, the output reached 60,000 by 2007. At present, the production and sales volume of Shaanxi Heavy Duty Truck Co., Ltd. It is 60% of China National Heavy Duty Truck, and Chongqing Hongyan is only 39% of Shaanxi Zhongqi." Liu Keqiang cited this group of comparative data to illustrate the changes in the status of Shaanxi Heavy Duty Truck Industry.

“Shaanxi has reached a good opportunity for development.” Jia Xinguang said that since 2006, toll stations have implemented toll-by-weight tolls. This policy has stimulated a surge in tractors, coupled with the current market’s appetite for large-tonnage trucks, with heavy trucks exceeding 15 tons. The well-known Shaanxi Heavy Duty Truck just catered to the needs of the market.

The market share of Shaanxi Zhongqi increased to 12.1%, while the share of Sinotruk was 14.90%.

According to Liu Keqiang, Shaanxi Zhongqi's production and sales target is 80,000 units this year, 100,000 units in 2010, and 120,000 units in 2012. At present, Shaanxi SINOSTEEL ranks 13th in China's auto industry. It plans to enter the top 10 in the auto industry and the top 3 in heavy truck industry by 2012.

From the data point of view, this seems to be a difficult goal. In 2007, the sales volume of the top four heavy truck companies in China was 96,000 for FAW, 83,700 for Dongfeng, 72.990 for China Heavy Truck, and 60020 for Shaanxi Zhongqi.

In addition to market opportunities and hardware technology, it also includes “30% annual expansion of marketing service points, and catching up with Dongfeng’s marketing network in 2010”. Liu Keqiang said that Shaanxi Zhongqi is weak in service, and the first is to make service accessories keep pace with the development. In addition, Shaanxi Zhongqi is planning to become bigger and stronger through listing.

Unfinished layout

“It can't be completely settled yet.” Jia Xinguang said that he believes that the current market is unpredictable and any company should not be too optimistic.

In Jia Xinguang's view, the consolidation of the original forces and the addition of new forces have increased the uncertainty in China's heavy truck industry. The expansion of multinational companies such as Dyke, Volvo, MAN, and Scania has shown signs of abrupt growth. Domestic Jianghuai and Futian did not stop in the competition; Toyota, SAIC, GAC and others were all "ambiguous" to infiltrate this. Areas with great potential.

"There is more inventory in China's heavy truck market than in the United States, but heavy truck companies still have a large number of survival opportunities in China." Jia Xinguang believes that due to the unreasonable mode of transport in China, the particularity of heavy trucks as means of production, changes in national laws and regulations. Even if many auto companies crowd into this industry, the market for China's heavy trucks will not reach saturation, which is why many auto manufacturers want to enter heavy trucks.

"The living space is also mainly determined by quality." Jia Xinguang said that the world's commercial vehicles are moving toward high, refined and sharp development. The use of materials, performance design, and services are increasingly sophisticated. In the future, the competitiveness of heavy trucks is also reflected in These aspects. Therefore, China's heavy-duty truck companies must seriously go the "quality" road, or China's heavy truck market will eventually be occupied by foreign car companies.

On the other hand, the addition of new forces will also become a catalyst for the "quality change" of the heavy truck industry. Whoever leads the "quality" controls the industry structure, so it is too early to talk about the finalization of the industry structure.

At the same time, Jia Xinguang also pointed out that if heavy truck companies understand "unsaturation" as "a goal of blindly pursuing quantity," it is also "very dangerous."

“The days of bragging at home have long passed,” Jia Xinguang said.

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