In the future, the market of 700,000 vehicles per year will be like a huge magnet attracting countless new players to join in. Even if someone else eats meat, I will have a share in a market that looks like oil.
China's auto market will never lack hot spots. When Dongfeng Commercial Vehicles, China National Heavy Duty Truck Group and Shaanxi Heavy Duty Truck were also absent from the Beijing International Motor Show in April, a group of unfamiliar brands did not hesitate to occupy the open space between the venues. Jirui Union Trucks, Dayun Heavy Trucks, and Changan Heavy Duty Trucks, these heavy-duty truck brands that are still unrecognized in the market, have become the absolute protagonists in the auto show.
They have too many similarities:
Not bad money, strong shareholders and behind-the-scenes owners are the basis for their survival.
Although the sales volume is not yet on schedule, they are all ambiguous, marching into the domestic mainstream market, and moving toward the world is their common dream.
All claim to have world-class technology, all using the international heavy truck brand as benchmark, but they all lack market testing.
Seems to have found their own way of survival, but still some cover up.
A few years back, the same story has also been staged in the heavy truck industry. Their names are Chunlan, Hualing, Jianghuai, Nanjing Auto and Youth. The entry threshold for China's heavy truck market is not high, and there are lessons and lessons for these new players. The steady improvement in the heavy-duty truck market by Valin Autos and JACs is an example that they can use for reference and imitate. The immortality of youth heavy trucks and the decline of Chunlan trucks and Nanchang’s lynx are also a wake-up call for their future.
Why do these new players have to sharpen their heads to drill in the heavy truck market?
The starting point is not the same
The killing of the heavy-duty truck market is not intensified. The former FAW Liberation, Dongfeng Commercial Vehicles, China National Heavy Duty Truck, Foton Motors, and Shaanxi Auto Heavy Truck Co., Ltd. were among the most powerful players. Beiben Heavy-duty Trucks, Hualing Automobiles, and JAC Automobiles etc. The stable young army is ashamed.
The market's expected high growth is the fundamental point for them to choose the heavy truck industry. Although the industry's gross profit margin is only about 10%, the future market size of 700,000 vehicles each year is like a huge magnet attracting countless new players to participate in this, even if someone else eats meat and I drink soup, but also in such a look The market is full of oil and water.
In addition to the trend of interest, the starting point of these manufacturers is not the same.
The idea of ​​integrating the Swiss truck is the most complex, because it carries too many people's dreams.
Turn over the list of shareholders and strategic collaborators of the Juri Union Trucks. You will find that this is a group army composed of “industry leadersâ€. CIMC, Chery Automobile, Yuchai Group, Fast Group and Fuhua Heavy Industry are impressively listed. Although everyone has the same goal for heavy trucks, the starting point is not the same.
CIMC is already the world's largest manufacturer of containers and airport covered bridges. However, under the influence of the financial turmoil, global shipping has suffered serious declines. CIMC's business fell by more than 70% in 2009. Finding new businesses has become a top priority for enterprises. At this point, the special car business that was once deployed became a life-saving straw.
In 2002, CIMC Vehicles (Group) Co., Ltd., a wholly-owned subsidiary of CIMC, entered the production of special vehicles, and later established a joint venture with Luoyang Yutong to produce special vehicles and passenger cars for Luoyang CIMC Lingyu Automobile Co., Ltd. At the time, CIMC has established 16 automobile production bases in China and quickly grew into a leading company in the field of special vehicles. The rapid development of China's auto industry has made CIMC Group's determination to take the road of autos. Heavy trucks, which are inseparable from special vehicles, have naturally become the next growth point that CIMC hopes to achieve.
Another major shareholder, Chery Automobile, is already an outstanding representative of China's own-brand cars. In 2009, Chery Automobile was selected as the "Four Big Four" group that encourages mergers and reorganizations in the "Industrial Revitalization Plan". Compared to Beiqi and Guangzhou Automobile in the Fourth Group, the commercial vehicle business of Chery Automobile is almost zero. In 2009, Chery Automobile, which began to try to enter the micro-vehicle market, has become increasingly eager to develop heavy trucks and supplement commercial vehicle strength.
As another important force of the Jurray United Truck Project, although Yuchai Group has consistently ranked first in domestic diesel engine sales for many years, it is difficult to compete with Weichai Power in the heavy-duty diesel engine market. Also less and less. Ji Rui United Trucks is Yuchai’s new hope of rekindling the war in the heavy-duty diesel engine market.
Other strategic investors, such as the Fast Group, are looking for a good cooperation platform for their AMT transmissions that are about to be introduced to the market; Fuhua Heavy Industries is looking forward to achieving a gorgeous turn from a special vehicle axle manufacturing company to heavy trucks. The vehicle axle market has gained new growth points.
In contrast, Chang'an Shouqi's idea is the simplest.
The parent company of Changan Heavy Duty Truck is the China Changan Automobile Group, which is already the second largest automobile group in the country, and the commercial vehicle business such as heavy truck has become the shortcoming of the Group’s future competition with other auto group markets. As the sole heavy truck manufacturer of the Group, it It is more profound to develop our heavy truck products.
Carlos Ghosn said recently that in order to be able to survive for a long time, the automobile industry must be large-scale. He said: "You can't survive in a small market. You need to enter the market of high-end, low-end, off-road vehicles and pick-up trucks." I believe Xu Liuping must have been thinking.
The Grand Canal Heavy Truck from Shanxi may just want to make quick money.
The background of the Universiade Heavy Truck is Shanxi Tongda (Group) Company, which includes Guangzhou Dayang Motorcycle Company, Shanxi Dayun Automobile Manufacturing Company, Chengdu Dayun Automobile Group Company, Guangzhou Dayun Industrial Company, and Shanxi Tongda Group Yuncheng City. Twenty wholly-owned subsidiaries such as Yun Real Estate Development Co., Ltd. have total assets of more than 5 billion yuan.
The people are familiar with the Universiade motorcycle is one of the group's main business. However, the competition in the motorcycle industry has become fierce and the real estate industry is facing the severe challenges of macro-control. Finding new businesses, expanding the scale of enterprises and realizing greater benefits are the sole purpose of the Grand Canal.
Cut into the market with the most mature models
As a new player, what kind of products to take to the market, the most test of the company's strength.
Looking through the product parameter tables of Changan Heavy Duty Trucks and Grand Canal Heavy Trucks, you will find that the two companies are making a good choice in product selection. WP1.336 Weichai Engine + 12-speed Faith Transmission + Hande 13-ton Steyr rear axle. People familiar with heavy-duty trucks know that this configuration is the best-selling vehicle in the tractor market today, Futian Auman. Most of the flagship products of Shaanxi Heavy Duty Trucks in North China market.
But this trick is wise for heavy truck new players. Using the most mature models to cut into the market, the company has avoided blind investment in development and production, and has reduced the inconsistency of existing models and market demand. As long as the new players are willing to spend money, they can purchase all the necessary parts from the suppliers and assemble them into their own heavy truck products. The only thing they need to do is to control costs.
There are successful people who follow this path. Futian Auman's production of heavy trucks was also started from the outsourcing of parts and components. After several years of development, Futian Auman has ranked fourth in the heavy truck industry and is able to compete with old companies such as FAW Jiefang, Dongfeng Commercial Vehicles and China National Heavy Duty Truck. This success has made new players more convinced of the feasibility and correctness of this road.
However, "Automotive Business Review" believes that this is a moment. When Futian Auman enters the heavy truck field, domestic capacity of other heavy-duty truck companies is limited. Futian Auman grabs new markets, and now the heavy-duty truck market is more in contention than yours. The homogenization is A good way to enter the market, but behind the fierce competition is more emphasis on the company's internal strength and product hard power.
The roads of the Juri Union Truck are original. Since the establishment of the company, this heavy truck and new army has entered into a joint venture with Yuchai Group and introduced strategic investors such as Fast Group and Fuhua Axle to create an industrial chain with capital as the link. Although it is not as mature as the “Huichai Power+Fast Transmission+Handle Axle+Shaanxi Heavy Truck†industry, the foundation of the industry is still stable.
The U460 launched by Juri Union Trucks truly embodies the company's ability to use the world's mainstream heavy trucks as benchmarks, learn from the world’s latest car maker concept [review picture forum] and design and manufacture according to international standards, but from the market It is also difficult for the flagship models of Jirui United Trucks in the domestic market to get out of the current situation of configuration convergence.
Unlike other companies, the initial product of Ji Rui United Trucks replaced the Weichai engine with the Yuchai engine of the same horsepower, replacing the Hande Axle with the Fuhua Bridge of the same tonnage. This kind of configuration is already heterogeneous in the market. Whether the market can accept not only depends on the real strength of the product, but also requires the company to guide it vigorously.
There is no advantage to the product. How can the three companies be confident? The reason is that they have found the market through their own "means".
Changan Heavy Duty Truck and the Grand Canal Heavy Truck are all enterprises from Shanxi. "Shanxi has North China, but in North China, it has the world." This is a buzzword in the domestic heavy truck market. However, Shanxi's auto industry is relatively weak, and the heavy truck market has been divided up by production companies in other provinces. Since 2004, unwilling Shanxiers have vowed to build their own heavy truck products.
As an important representative of the "Shanxi Equipment Manufacturing Industry Adjustment and Revitalization Plan," Chang'an Heavy Duty Trucks and the Universiade Heavy Trucks enjoy a little preferential policy or government support in the Shanxi market to enable them to successfully spend the toughest years of the company's initial period. .
“At present, Changan Heavy Duty Truck Sanitation Vehicles and CBM vehicles have basically covered various urban counties in Shanxi Province. Among them, Changan Heavy-duty Trucks has accounted for more than one-third of the total market share in the special-purpose vehicle market.†During the Beijing International Auto Show The words of a project manager of Chang'an Heavy Duty Truck just testified people's judgments.
Take root in Shanxi and expand outwards radioactively. In 2008, Changan Heavy Duty Truck sold 731 vehicles. In 2009, its sales volume has grown to 1,733 units. In the first quarter of this year, the first quarter of production and sales exceeded 1,100 units. According to this year's plan of Changan Heavy Industries and Steel, the company strives to take down a third of the dump truck market in Shanxi, and gradually develop into key regions such as Inner Mongolia, Henan, Shandong, and Sichuan.
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Although there is no support from local governments, Ji Rui United Trucks has more confidence. CIMC has strong resources in customers of large-scale domestic logistics companies. These large-scale logistics companies are the target users of JSRC's trucks in the future. They gradually open up the domestic logistics market through the strong industry background of the shareholders and the quality of their products. "A person in charge of the Juri Union Trucks said.
Into the 10,000 clubs
The threshold for heavy trucks is not high, but it is very difficult to get it. In the early stages, competitors’ products can be imitated, but long-term development requires the continuous development of research and development 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.
"From the perspective of the size of the company, if heavy truck companies want to stabilize the market, 10,000 vehicles are the benchmark. Breaking through 10,000 vehicles, companies can't say that they make money. At least they can make a steady profit. Breaking 10,000 vehicles, companies can get a certain amount of money. The recognition of the market may lead to the start of a bargaining process between capital and parts suppliers. If the size of the company is always under 10,000 vehicles, there is danger at any time.†Tan Xiuqing, deputy general manager of Shandong Heavy Industry Group Co., Ltd., told the Automotive Business Review.
In order to squeeze into the 10,000 clubs, new players in heavy trucks should not only exert their existing advantages, but also increase their efforts in product development and network construction. In this regard, Jimei started the first.
Since the establishment of the company, Jirui Joint Heavy Trucks has established the Technology Research Institute. According to the "Automotive Business Review", the technical research institute affiliated with Jirui Union Heavy Industry, formerly known as Wuhu Jiajing Technology Co., Ltd., is a Chery Automobile Holding Company and has previously designed and developed vehicles for Chery Automobile. After the establishment of Jirui United Heavy Industries, the company was acquired by Jirui Union Heavy Industry as a wholly-owned company and became a technical institute of Jirui Union Heavy Industry, providing technical support for the future development of Jirui Joint Heavy Industry.
In the network construction, the resources of shareholders and strategic collaborators are still the most favorable resources for the joint Swiss trucks. Yuchai Group, Fast and other parts and components companies have extensive service outlets nationwide. Ji Rui United Trucks will select the network development service system with vehicle maintenance qualifications on the basis of these resources, and at the same time begin to distribute itself in most parts of the country. Marketing network.
The advantage of Chang'an Heavy Duty Truck is that the background is hard enough. Backed by China Changan Automobile Group, it not only has a strong potential sales network for products, but also has the convenience of group procurement. Changan has also devoted great efforts to the future development of the heavy truck business.
It has been rumored that the Changan Automobile Group had contacted Volkswagen AG and hoped to promote the formation of a joint venture between SGCC and Volkswagen AG's German Mannen or Swedish Scania.
If it can really take place, then as long as the product strategy of Changan Heavy Duty Truck is correct, the integration of Chinese and foreign corporate culture will be smooth and the future development will be insufficient. However, German Mann has already invested in China National Heavy Duty Truck through technology, and it is out of date to find a joint venture in China. He Mochi, General Manager of Scania China, made clear on many occasions that the company would not enter into a joint venture with any domestic company and insisted on promoting the business cooperation model with Hager.
The Grand Canal Heavy Truck has both opportunities and risks. As a private enterprise, the flexibility of the mechanism is not available for the JSR Trucks and Changan Heavy Duty Trucks. The experience of selling products to other brands in the heavy truck market in Shanxi made this company extremely familiar with the needs of users. The rapid market reflection is both the basis of its existence and the only shortcut to its development.
In order to achieve a breakthrough in the field of heavy trucks, this heavy-duty heavy-duty player has not only invested 2 billion yuan in the early stage, but has also recently placed a large number of advertisements on China Central Television and various local television stations.
Although the large-scale heavy trucks that have been in preparation for six years have already had a number of relatively mature products, these products are still assembled from outsourced parts and components. Product R&D and technology reserves are the weakest links in the company.
In the follow-up R&D investment, the chief designer of the Universiade Heavy Truck said that the company is actively recruiting talents to set up research institutions. However, in fact, the Universiade heavy truck has set a tone for its R&D investment. "Enterprises can only make greater investments in R&D and technology only after they reach a certain level of sales," said Long Qinshan, Chairman of the Grand Canal Heavy Truck.
In 2010, the Grand Canal Heavy Trucks strived to break through 10,000 vehicles, but according to market feedback, the sales volume of the Grand Canal Heavy Trucks is far from this figure. Do not know how much sales can be achieved so that the far boss to pursue investment in research and development. In the network construction, how to break through the Shanxi market is also a severe test for the Grand Canal heavy truck.
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