In the past two years, due to the downturn of the domestic commercial vehicle market, sales of medium and heavy trucks have fallen sharply. How companies survive and develop will be a major issue that all commercial vehicle companies have to face.
Huang Gang, General Manager of Dongfeng Commercial Vehicle Company, stated that in addition to launching a new medium- and heavy-duty truck in line with the new standard next year, the company will also implement a diversified sales strategy to develop from a single-selling vehicle to a sales and transportation logistics service program to increase overall market share. rate.
Heavy trucks fall into the market
In 2012, the production and sales volume of commercial vehicles is being increasingly challenged. The deceleration of the domestic macro-economy and the lack of effective demand have brought the commercial vehicle industry, which produces production materials, into a downturn.
Statistics show that from January to November, the total sales of domestic heavy trucks totaled 842,000, a decrease of 23%. Among them, heavy trucks declined even more, falling by 29%.
In fact, since the beginning of this year, the domestic heavy-duty truck market has fallen to an unprecedented low point. As of now, the heavy-duty truck industry leading brands Dongfeng, China National Heavy Duty Truck (000951, shares) and FAW have all experienced substantial declines, and the whole industry is even more sluggish. . Statistics show that the cumulative sales of the heavy truck market in the first three quarters decreased by 31% year-on-year.
Compared with the sales of 44,000 heavy-duty trucks and the 23.4% year-on-year decline in the heavy-duty truck market in October, the year-on-year decline in the heavy-duty truck market has further narrowed to 20.6%, indicating that the sales and earnings of the heavy-duty truck industry are at a stage of stabilization. In addition, since November, China's infrastructure needs have also shown a pick-up trend, and the heavy-duty truck industry has re-emerged.
“This year, the continued sluggish demand for the heavy truck market is closely related to the continuing recessionary domestic economy, and the deterioration of the domestic economic environment has also led to record-breaking sales for individual vehicle companies in a single month. However, the macroeconomic situation has seen a turn for the better, with November’s PMI. (China Manufacturing Purchasing Managers' Index) was 50.6%, up 0.4% from the previous month. This is already a three-month rise in PMI data. The Chinese economy, especially manufacturing, is bottoming out, but it is passed to the heavy truck industry. The effect is not obvious.†People in the industry believe that due to the fact that the work focus of various companies and distributors is still in the de-stocking stage, the transmission of favorable policies between industries will take some time.
Industry is in urgent need of transformation
Although Dongfeng Commercial Vehicle Co., Ltd. still maintains its top position in the medium-to-heavy trucks, it has accumulated 167,000 units from January to November and is expected to sell 180,000 vehicles throughout the year.
In the face of the overall downturn in the commercial vehicle industry, Dongfeng Commercial Vehicles has chosen a network transformation and service transformation strategy.
It is understood that in order to create a transformation in marketing, from 2007 to 2012, Dongfeng Commercial Vehicles has basically completed the first phase of the marketing transformation task, and established a “three-dimensional marketing model†for sub-sectors, sub-regions, and sub-industries, and established them initially. The strategic dealer system.
“The five-year period 2013-2017 will be the second phase of the marketing transformation. At this stage, Dongfeng Commercial Vehicles will initiate network transformation and service transformation, and pursue customer satisfaction and after-sales value enhancement.†Tong Dongcheng said.
According to the plan, in 2013, the backbone dealers of Dongfeng Commercial Vehicles will all expand into a 4S shop model, with a sales coverage rate of over 65%, and strive to achieve a post-market return of more than 60% of the total revenue.
It is expected to warm up next year
According to industry insiders, the reason why the heavy truck decline rate and duration exceeded historical levels in 2012 was due directly to the declining demand for construction vehicles and declining growth in real estate investment, the constraining of heavy truck sales due to overcapacity, and rising costs. The decrease in profitability of heavy truck users.
In spite of this, dealers of various brands also expressed that after the heavy truck market experienced a sharp decline for 18 consecutive months, the most difficult period has passed. Many car companies and distributors have already set their sights on 2013 and started to lay out in advance. , And optimistic about the 2013 heavy truck market.
“The growth of domestic infrastructure investment is expected to gradually rebound, which will boost the demand for engineering heavy trucks. At the same time, the drag on heavy truck demand in the real estate market will also ease. The increase in the volume of logistics heavy trucks for the second consecutive year will be lower than the growth rate of highway cargo transport. The problem of overcapacity in the market will be eased, and steady growth in freight demand in the future will promote the retirement of heavy trucks and the release of demand for new vehicles. In overseas markets, demand for heavy trucks in developing countries such as Africa and Southeast Asia will continue to grow rapidly.†Said.
In addition, Dongfeng heavy truck dealers also said: "July 1, next year, heavy trucks will implement the national IV emissions standards, which means that the new standard under the heavy truck prices will be higher, the standard changes may prompt consumers to buy in advance in the second quarter ,thus bringing the market."
According to industry estimates, in 2013, heavy truck sales are expected to reach 790,000 units. After experiencing 13.4% sales in 2011 and 28.2% sales in 2012, the heavy-duty truck industry is expected to achieve 25% growth in 2013, with domestic sales growing by 26.2%. It reached 660,000 vehicles and its exports increased by 20% to 130,000 vehicles.
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