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The heavy truck sales performance in July this year divided the domestic heavy truck companies into the first echelon of the three echelons. The first echelon of the Dongfeng Group, China National Heavy Duty Truck Group and the FAW Jiefang Co., Ltd. experienced a decline in the first half of the year. The second echelon of the Heibei Heavy Trucks and Futian Auman The sales volume increased slightly. Compared with the first two echelons, the sales volume of the third echelon of Jianghuai and Beiben was an overall converse trend.
Huge contrasts, so that the heavy truck heavyweights have been aware of the existence of the crisis. Recently, the FAW Liberation and China National Heavy Duty Truck once again adjusted the progress of their own problems.
Second and third echelon passing method
Although most of the second and third tiers have achieved year-on-year growth, the product bases of these growth-oriented companies are mostly relatively small, and their growth space is still relatively limited relative to the entire market. So, where are the reasons for the growth of these second and third tier companies?
First, the heavy truck companies of the second and third tiers have performed outstandingly in the regional market and seized some of the market shares 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.
Secondly, the second- and third-tier heavy-duty truck companies are increasingly sophisticated and perfect after-sales service system is to open the market's "golden key", Shanxi Taiyuan, a heavy truck distribution company responsible person told reporters that in the first half of this year, the company's sales of the largest heavy truck brand is JAC , And it was always SAIC or Dongfeng. He introduced that an important factor that Jianghuai Heavy Trucks is attracting owners to purchase is that the manufacturer provides for a super long warranty period of 18 months and 150,000 kilometers for the new car, and carries out “nanny-style†service projects at 364 service outlets nationwide. The responsible person summed up: "These are the nuances of the sale, but the smaller brand will pay more attention to it. This is one of the killers of the competition for the market." It is reported that in the early mid-July business conference held at the beginning of July, Shaanxi Auto signed a service contract with Shaanxi Weichai Heavy Trucks and Weichai Power, Fast and other suppliers. In the second half of this year, Shaanxi Automobile will launch a series of measures centering on the "Service Convention."
Futian Auman, Jianghuai Automobile Geerfa Brand and SAIC Iveco Hongyan have plans to “make new achievements†in the second half of the year to create a new product platform. It is understood that the new heavy-duty trucks they are about to launch, although not identical in their positioning, have almost the same goal: to explore new growth points and enhance their product market competitiveness.
The first echelon to deal with the road
If this is the advantage of second- and third-tier competition. In other words, this is also the weakness of the first tier. In addition, in addition to the above-mentioned industry analysts' bright spots, the sales volume suffered this year has also exposed the problems existing in the first-tier heavy truck companies, including products, services, and risk management capabilities.
The continuous decline in market sales has already awakened these heavy truck leading companies. In recent days, these heavy truck companies have actively studied countermeasures against their own deficiencies.
At the 2011 midyear marketing work conference held by FAW Jiefang Sales Company, Zhang Bing, General Manager of Jiefang Liberation Sales pointed out that although the demand structure will develop in the direction of liberation in the second half of the year, dump trucks and special vehicles will still account for market demand. About 50%. FAW's liberation will speed up structural adjustment, which will play a crucial role in improving the market share in the second half of the year, achieving the marketing goals for the next year, and maintaining the continuous increase in the share of FAW's liberation. 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 that was launched on July 12 are all prescriptions for China's heavy trucks that are insufficient for themselves.
China National Heavy Duty Trucks emphasizes that quality needs to be transformed into the brand effect of the company itself. It not only accumulates into an “emotionâ€, but also finally promotes this “emotion†into value and expands it into an “emotional value chainâ€, thus making it difficult for companies to imitate The core competitiveness of replication. It took the lead in registering the "Family" service mark in the State Administration for Industry and Commerce, becoming the only registered service brand, and then personalizing it and giving it vitality.
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