With the hot market conditions, China's heavy truck market will add new troops. Lifan, CIMC, Chery, Universiade and Changan have all set foot in this area where they were not good at. In addition, there were rumours that Jiangling Motors, known for its high-end light trucks, also mentioned the heavy truck program on the agenda.
But here, I want to remind that the automotive industry is a capital and technology-intensive industry. With the mature technology of foreign auto giants stationed in China, China's auto consumption market will surely develop toward a rational path. For this reason, the starting point of industrial survival will be higher and higher. In this seemingly beautiful industry, it is not easy for an insider to survive and develop. It can be seen that companies that are not good at it must make greater efforts if they want to build heavy trucks and go further.
As we all know, in China, there are two technical routes in the current medium and heavy truck industry that are already very mature. One is the Sino-Caliber route based on liberation and east wind; the other is Steyr technology based on China National Heavy Duty Truck and Shaanxi Auto. The Chunlan car, which was reorganized into a Xugong car the previous year, was developed on the basis of an old Dongfeng card production line. When Chunlan just entered this industry, China's heavy truck market competition is not yet intense. After several years of development, the products in China's medium- and heavy-duty truck industry have gone through a series of upgrading and replacement. Companies have a good assembly foundation, technology platform and R&D capabilities. Especially in the recent period, the heavy-duty truck market continued to expand, and the China Card market continued to shrink. Even the 60-year-old veteran powerhouses such as Dongfeng and Liberation were almost eliminated by the ruthless market. Fortunately, Dongfeng and Liberation rely on their own strong economic and R&D strengths to continuously launch heavy truck new products and eventually survive. Newly launched technology platforms such as CIMC, Lifan and other new companies not only differ from those companies in terms of skills, but their scale and strength are difficult to compete with.
Unlike foreign markets, as a money-making machine, China’s heavy-duty truck market has always been a bargain-priced product. In order to continuously adapt to the needs of customers, companies currently on the market must continue to reduce costs through technological transformation, R&D and manufacture of powertrains such as engines, transmissions, and axles, and expand their marketing and after-sales service systems. These invisible strengths are also not what new companies have. What's more, in the word-of-mouth market, the top six heavy-duty truck companies now have a very high popularity and popularity. They have almost monopolized the dealer team and customers in China's heavy truck market. Among such highly concentrated industries, laymen have to gain a share in this field. Obviously, they need to pay greater wisdom and unremitting efforts.
Perhaps, the company's diversification strategy is a best choice to avoid industry risks, but the author believes that this choice is best for the new industry and the first industry have a certain degree of complementarity and synthesis, and must not pull the front too long. Today, the rush of the new troops entering this industry may be optimistic that the huge market demand for this industry will be launched blindly. They hope to use the experience of home appliances, motorcycle industry, such as wide distribution channels and vigorous marketing, in the short term. Scale up to get living space. But the facts have proved that such a model can no longer be successful after the Chinese auto market gradually matures. If an industry enterprise wants to make the heavy truck industry a diversified choice, it must make efforts in the level of technology research and development, product manufacturing process, quality assurance system, and marketing service network to form a strong competitive advantage in the short term. Otherwise it will be eliminated.
There are numerous cases in which companies in other industries have entered the car business and the heavy truck industry has failed to return. Since 2002, Ningbo Bird, Guangdong Midea, Henan Xinfei, Ningbo Oaks, Jiangsu Chunlan, and Nanchang Lingye have entered the car and heavy truck manufacturing industry with unprecedented enthusiasm. But this boom came quickly and went fast. In July 2003 Oaks announced that it had withdrawn from the automotive industry; in October of the same year, Bird announced a moratorium on the carmaker's plan; in 2006, Linye disappeared; in 2008, Midea and Chunlan announced their withdrawal from the auto industry. A series of "models" are pouring cold water for other companies planning to enter the auto industry. However, the lesson from the past is still not enough to block the pace of these newcomers. This can not help but let the author worry about their future. But no matter what, these newcomers have already entered the current heavy trucks. What kind of future they will perform will only wait and see.
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