Only hope that the heavy truck industry can challenge the gloomy market

In the first half of this year, the heavy-duty truck market was very bad From January to June, domestic trucks were produced and sold 1,343,900 units and 1,338,700 units, down 5.81% and 6.96% year-on-year. Sales and sales of semitrailer tractors were 104,700 units and 107,800 units, down 18.81% and 21.64% year-on-year; 24.52 million vehicles and 247,700 vehicles, a year-on-year decrease of 26.86% and 28.83%. All models have fallen sharply year-on-year, and in such a year, how the heavy-armed newcomers have become one of the focuses of the author's attention. For this reason, the journal planned a topic for the investigation of the status quo of heavy trucks and new troops in June. The feedback given by colleagues is that most of the new trucks are operating bleak. It's no wonder that there is no demand in the market, nobody's car can be sold, and newcomers have just entered the industry. The cultivation of user groups and brand awareness will take time. In the market competition with veterans, the foundation is not stable. They are more affected.

Therefore, when Jiangling Motors purchased the entire shareholding of Taiyuan Zhongqi, which was jointly owned by Sinopawn Equipment Group and Changan Automobile Group, after the transfer of equity was completed, Taiyuan Shouqi would become a wholly-owned subsidiary of Jiangling Motors. I was not surprised. Before the Jiangling Motors purchase of Taiyuan Heavy Duty Truck, the news that Taiyuan Heavy Duty Truck Co., Ltd. and Ford had repeatedly reported on cooperation has now been realized by Jiangling, who had originally been with Chang'an, and indirectly achieved the purpose of cooperating with Ford.

After Taiyuan Zhongqi, who is next?

Since 2009, China’s heavy truck market has benefited from the country’s economic stimulus plan and has experienced rapid development. In 2010, China’s heavy truck sales exceeded 1 million for the first time, and 88 cars in 2011, both of which far exceed the previous figures. Years. In particular, the author remembers that when the heavy truck sales amounted to 1 million, many people were surprised: Why 1 million vehicles arrived so soon? In 2010, China also became the world's largest commercial vehicle market. Therefore, at the 2010 Beijing International Auto Show, the Heavy Truck New Army became the most attractive landscape, and joint trucks, Chang'an Heavy Duty Trucks, and Grand Canal Heavy Trucks all participated in that auto show. There were also new recruits such as Guangzhou Automobile Hino and Xugong Heavy Trucks. Although they did not come to the auto show, they also entered the heavy truck market.

The sudden gloomy market has also caused most of these companies to gloomy.

The timing is very important. Just as no one expects China's heavy truck market to grow by leaps and bounds in 2010, it is difficult for everyone to accurately predict that the first half of this year will be so miserable, and many big-ticket companies have already spoken: The second half is not much better. ! The newcomers can be described as having a bad time. Just after entering the market, they encountered a period of market downturn. If there is no firm determination and strong support from the group company at this time, it will be very difficult for the New Army to continue to fight.

The author learned that last year and this year, Taiyuan Shougang suffered serious losses. Perhaps because of concerns that performance has been dragged down, perhaps it is found that he is not good at this field, or is a strategic adjustment at the group level. Eventually Changan Automobile chose to give up.

Missing the upstream cycle and entering the market means that new companies will have to take on greater risks. After all, heavy trucks need scale support. If too small companies can't continue, it seems that the timing is even more important. When the market is good, the development of new enterprises may be more smooth and smooth. First, the external environment is more favorable; second, the resistance from competitors is also small, as long as the development of products suitable for market demand will not be sold. When the market can be bad, it means that you need to catch food and dozens of companies compete for the share of shrinking. It is easier for new companies. Recently, I heard that because of no order, an old heavy truck company has stopped some production lines. It can be seen that when the market is bad, old companies are still struggling, not to mention new companies.

Moreover, China's heavy-duty truck market is not the same as it was a few years ago. At that time, the threshold for entry was low, users chose less, and the market was in a period of rapid growth. Now that the barriers to entry are getting higher, users are more mature, and the market is getting more stable, it means that new entrants have to pay bigger opportunity costs than their predecessors, and they must be prepared for long-term battles before they can gain a firm foothold in the market.

Only when you are alive can you have hope. Only continuous investment can be hopeful. Auman, known as the dark horse of the industry, can learn for the latecomers. When the heavy truck market is not good, Auman's job is to make the shortest short board the strongest part, and the service must become the core competitiveness. Therefore, in the past few years, Auman has done a lot of basic work in the construction of service stations, parts management rectification, parts and service network layout, which made Auman grasp the new round of rising period for heavy trucks and has gradually gained a firm foothold.

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