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After entering the 21st century, the domestic automobile industry can be described as a rapid development. The same is true for the truck industry. However, many of the new truck brands have been born, and many truck brands have disappeared. For instance, Chunlan and Ling Ye, both of which had strong publicity in the past, are now quiet. However, despite the current situation, there are still many brands that are marching toward heavy trucks. Universiade Automobiles, United Trucks, Xugong Technology, Chang'an Heavy Duty Trucks, Lifan Horse, Guangzhou Automobile Hino, Hengtian Heavy Industries, Seiko Automotive, Yunding Heavy Trucks, Zhaolong Heavy Trucks, etc., regardless of what they had previously manufactured, they are now one by one. Set the target on the heavy truck.
China United and Da Yun means heavy truck market
At the shareholders meeting in October 2011, Zhan Chunxin, chairman of Zoomlion, said that the construction machinery industry experienced a downturn, and in order to be able to achieve high-speed growth beyond the industry average, Zoomlion is thinking of a new approach. It also expressed its intention to enter the heavy truck industry because Zoomlion itself is a demander of heavy trucks, and it is also a major customer of Mercedes-Benz heavy trucks.
Of course, the Zoomlion is not the first one among the construction machinery manufacturers to enter the truck industry. Before this, XCMG had already taken the first step, but XCMG didn't start from scratch. The XCMG truck's predecessor was the Chunlan truck that had been quiet before. Chunlan Truck was established in 1997 by the acquisition of Jiangsu Chunlan Group, and the other 40% was owned by Nanjing Dongchi Motor Company. In 2008, Chunlan, who had been losing money, was acquired by Xugong 60% of the shares, becoming Chunlan's largest shareholder. It is 270 million yuan.
The main reason for the acquisition of Chunlan Automotive is that XCMG hopes to participate in the production and sales of heavy trucks and plans to enter the automobile business. However, the sales volume of XCMG heavy trucks is not high at present. The visibility on highways is the best explanation, but for XCMG, trucks are not the main profit point. XCMG uses its truck chassis to install vehicles and converts them into special vehicle sales.
In addition to the construction machinery manufacturers, the Universiade Motors will also focus on the heavy truck above. When referring to the Universiade, we must mention the well-known slogan “Wind by the Wind, Powered by the Big Oneâ€. However, early in 2005, when the Universiade Motor was put into operation, the Universiade Automobile Industrial Park was opened in 2004. However, due to various reasons, The plan for transporting the motor vehicle was temporarily suspended until 2007 when Shanxi Dayun Automobile Manufacturing Co., Ltd. was formally established. In the five years prior to the launch of the Universiade heavy truck in 2009, Universiade has been doing the "basic course": to establish a four-process production line with advanced domestic level of stamping, welding, painting and assembly, to improve the level of technology, and at the same time to heavy truck products. Constant testing and improvement. A few years later, the Universiade heavy truck went to a relatively good performance, with the annual sales of 13,600 units ranked among the top ten in the domestic heavy truck. For a newly-imported heavy truck company, such performance is very rare.
These two are certainly not examples of entering the heavy truck industry. Just like the chairman of the Universiade, Yuan Qinshan, said: “The choice to enter the truck market is not only profitable, but also because the competition in this industry is not fierce yet. There is a place for Universiade cars!"
Many brand homogeneity problems are serious
In the domestic heavy truck market, an endless stream of brands, a variety of new troops into the army. However, the problem of homogenization has become increasingly serious.
For example, Weichai engines, Fast transmissions, and Steyr-Tech's wheel-reduction bridges are just a little different on the cab. The trucks configured in this way can be easily found in many brand models. The heavy truck brand does not have a car builder experience. These parts that can be purchased are one of the most convenient ways to build a truck. However, there is obviously no way for the new brand light to have a hot blood. Users will consider the car's retention rate when buying a car. In a homogenized market, is the quality assurance of new brands better than that of old brands? In this way, where is the competitive advantage of new brands? It is a place worth thinking about.
This situation can be attributed to the immaturity of the market. In Europe, the mature truck market is divided among several major brands, and there are not so many brands entering the market. Because the major brands in the European market have their own characteristics, engines, chassis, axles are their own technology, differentiated competition can make it easy for users to choose the products they want.
As China's domestic truck market gradually matures, users will become more sensible when they buy a car. Reshuffling the heavy truck market will be inevitable. In the process, many brands will inevitably disappear in the fierce competition. If you want to take a place in the heavy truck market, brands that have entered the heavy truck market must not think about where the future is going and how to solve the problem of serious homogeneity.
Have the power to have the right to speak
At present, the domestic heavy-duty truck market has frequently entered the New Army, and many of them are pursuing immediate interests and hurrying on the project's heavy-duty new army. However, with the development of society, the self-adjustment of the heavy-duty truck market is inevitably a short-lived phenomenon in market competition. Then, if we want to rely on the heavy truck market, strength is the decisive factor.
In fact, the heavy truck market in China is highly concentrated. The market share of the top 6 companies has reached more than 90%, and a 3+3 competitive landscape has formed. The market share of China National Heavy Duty Truck, Dongfeng Automobile and FAW Liberation accounted for more than 60% of the market. In the short term, it is unlikely to be broken; while the development speed of Foton Motors and Shaanxi Automobile Group is steadily going up, SAIC Iveco Hongyan also “sleeping lions have already awakenedâ€. Therefore, many people think that the new heavy-armed force as a latecomer must shake up the current The heavy truck market is not realistic.
In that year, Futian Auman and Hualing successfully entered the heavy truck industry through resource integration, becoming the model for the last round of heavy trucks. The timing of the entry of Futian and Hualing is just the beginning stage for China’s heavy truck market just entering high-speed growth. For example, when Futian Auman heavy truck was officially listed in 2002, it was just in time for the continuous high growth period rarely seen in the heavy truck industry in China from 2001 to 2004. In the months since its launch, it sold more than 3,000 vehicles, followed closely by sales in 2003. It was close to 1.48. Ten thousand cars have magically reached 44,000 vehicles. In spite of the overall decline in the industry in 2005, it quickly recovered in 2006. From 2007 until the first half of 2008, it even reached a blowout. The rapid growth of the market has made the first wave of heavy-armed newcomers not only stand firm, but has even surpassed some of the old heavy-duty truck manufacturers. Nowadays, with the current situation, the policy, market uncertainties, and GDP reductions, and the downturn in the heavy truck market since 2011, have provided an unfavorable environment for the growth of heavy trucks and newcomers.
As a veteran automotive market analyst, Yang Zaiqi boldly predicted that in the next five years, besides heavy trucks, Jiefang, Dongfeng, Futian, SAIC Iveco Hongyan, Beiben and Shaanxi Automobile, seven heavy truck companies still have a fight. Counterweight truck manufacturers are not faced with being eliminated or being acquired by mergers and acquisitions or the destiny of Chunlan and Lingye.
However, the same as the automotive industry analyst, Xia Shu said: The market structure is built on the premise of the low level of organization of the domestic heavy truck operation market, and management is not a system. Any latecomer who improves the construction of the industrial chain, pays attention to vehicle quality management, and intensively subdivides marketing can all stand out in the future market changes.
Therefore, the future trend of the heavy truck market will be, we can only slowly look with the development. However, one thing is certain: Regardless of how the heavy truck market moves, many brands that engage in heavy trucks can only survive in this round of survival and elimination of the fittest.
July 30, 2024