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Under the new circumstances, Futian's successful entry into the heavy truck industry model through integration of resources has been a time-varying one. As a latecomer, there are still considerable difficulties in the areas where others have been working hard for years.
In 2010, the heavy-duty market has seen a resurgence. In this market, where the pattern has been relatively stable, the new heavy truck team launched a new offensive.
Regardless of the outcome, the momentum of its debut on the first day has been magnificent enough. Upgraded to the world's largest Beijing auto show, the new-generation heavy truck companies such as the Grand Canal Heavy Truck, Jirui Heavy Industry, and Changan Heavy Duty Truck Co., Ltd. occupy an absolute advantage in both the booth area and the number of models. Relative to the absence of Shaanxi Automobile, China National Heavy Duty Truck, Dongfeng and other important companies in the heavy truck industry, the performance of heavy trucks and newcomers is undoubtedly an eye-catching landscape for commercial vehicle manufacturers.
Among them, Chery, who is quietly involved in the field of heavy-duty trucks, for the first time led its joint stock company, Ji Rui United Heavy Industry Co., Ltd. (hereinafter referred to as Ji Rui Heavy Industry), and made a high profile appearance. When CFHI challenged the heavy truck giant hair, Changan Heavy Duty Truck also blew the heavy truck market "charge." Chang'an Heavy Duty Truck, which officially entered the heavy-duty vehicle industry such as dump trucks and special vehicles in 2010, focused on its breakthroughs in new energy technologies. The Universiade Motorsport in Yuncheng, Shanxi Province, made its debut at the Beijing International Auto Show with its five heavy trucks. It has a total of six heavy-duty trucks and has become one of the most heavy truck companies in the show.
In fact, this is only a part of the new army entering the heavy truck. In the shock wave of heavy trucks, not only Chery and the Grand Canal, other companies even started earlier.
In 2009, the four "New Forces" - Chery, Guangzhou Automobile Hino, Grand Canal, and Lifan Horse have all entered the domestic heavy truck market, becoming the persevering conspirators in the eyes of the media. In September 2008, XCMG entered into heavy-duty vehicle production with a transfer of 170 million yuan to 60% of Chunlan Auto. In the same year, the heavy-duty project was approved by Zhejiang Zhaolong Group, which specializes in automobile modification, component production and logistics. The company has invested 1.5 billion yuan to build a factory in the Keqiao Eco-industrial Zone in Shaoxing County.
To continue to list, in recent years, after the heavy truck entrants can also list a lot: Heng Tian heavy truck, Yunding heavy truck, Jiangling heavy truck? If around 2000, Futian, Valin, Chunlan and other companies have set foot in the field of heavy trucks, which can Considered to be the first wave of shocks for China's heavy trucks, this round of heavy truck investment will bring new fluctuations to the domestic heavy truck market. Can a new round of heavy-armed New Army fight the next Futian car? “Currently, Futian Auman has not been successful in the era of integrated heavy-duty truck components.†Cai Dong, vice president of China National Heavy Duty Truck, said in an interview with Auto Man that as a latecomer, he has rushed in the fields where others have been working hard for years. There is still considerable difficulty.
Difficult to change the pattern of heavy cards
Ten years ago, the annual sales volume of heavy trucks in China was around 40,000 vehicles. In 2009, this figure reached 640,000 vehicles. This year, domestic heavy truck sales are expected to reach 700,000 vehicles, an increase of 10% year-on-year. Industry sources said that such a good growth trend, coupled with the country's good economic development prospects, is the cause of the investment boom in the heavy truck industry.
“This phenomenon is determined by the Chinese market. The demand is so great. Everyone wants to eat this piece of cake. Secondly, many companies have a special luxury. They are pursuing all-round development and are not willing to do one thing.†Dong Dong Commercial Vehicle General Manager Tong Dongcheng said.
Chery’s entry into the heavy truck market is also a way for Yin Tongyue, the head of the company, to realize his wish for greater success. After the expansion of passenger vehicles, the diversified development of Chery has also surfaced. In the future, Chery will be made into a car group with the production capacity of passenger cars, passenger cars and trucks to gain greater voice. The advantages of CIMC and Chery’s joint-venture heavy-duty trucks are that they have strong complementarities. Chery has experience in building vehicles and CIMC has downstream markets and sales channels. Although previously CIMC vehicles did not enter the field of heavy-duty trucks, as a domestic connoisseur in the field of modified cars, CIMC vehicles are well aware of the technical performance of all domestic heavy-duty truck chassis.
What is more important is that CIMC vehicles have built a nationwide service network for many years. For a market with a wide geographical and road condition in China, the availability of service networks is a prerequisite for the success of any brand in the commercial vehicle market.
In November 2009, Yuchai’s joint power production base, a joint venture between Ji Rui Heavy Industry, Guangxi Yuchai, and Jiusi Investment, was established. The domestic giant of commercial vehicle engines has also become a partner of Jirui Heavy Industry. At the same time, Fuzhou Heavy Industries, a professional component supplier that integrates road transport vehicles such as semi-trailer, special-purpose vehicles, heavy trucks, and road passenger vehicles, has formed a close cooperative relationship with Ji Rui Heavy Industry. This laid the foundation for Chery’s large-scale entry into the heavy truck market in the future. Compared with Jirui, Universiade Heavy Trucks began preparations as early as 2005, and it began to operate in October 2007. Since its listing last year, it has owned thousands of users.
"For many media saying that the Universiade is a spoiler in the heavy truck market, I do not agree that in the heavy truck market in China, we really are latecomers to the Universiade, but it is definitely not a spoiler. Our joining can be said to be the Chinese heavy truck market. The input of fresh blood is a good thing, not to stir things up," said Chen Li, general manager of Shanxi Dayun Automobile Manufacturing Co.
With the rapid economic development, social division of labor and the acceleration of urbanization, the heavy-duty segment market is becoming stronger and stronger. Except for trucks and tractors, special vehicles such as construction vehicles, mixer trucks and dump trucks are being converted. The market share of cars has been expanding year by year.
Despite this, heavy truck recruits are trying to stir up the current heavy truck market pattern, which now seems to be difficult. According to statistics from the China Association of Automobile Manufacturers, in 2009, there were 28 domestic heavy-duty card manufacturers with more than 14 tons, and the sales concentration of the top 10 companies was 83.09%; the concentration of the top five was 95.47%. The top five companies have firmly controlled most of the sales of the heavy truck market.
Among the top 10 companies in sales, there are only 9 companies that produce more than 10,000 vehicles per year. Among the several heavy truck companies ranked behind, some sold only 20 vehicles a year, and such companies are not only one. Relevant experts believe that the high concentration of the heavy-duty truck industry will make it unlikely that the market share of more than 60% of China National Heavy Duty Truck, Dongfeng Motor and FAW's liberation will be broken in the short term.
Copy "Fukuda model"?
If the rapid growth of the market at that time made the first heavy truck new army represented by Foton not only have a firm footing, then 10 years later, the time and environment of these two heavy truck shock waves have been completely different.
As the winner of the first round of heavy-duty blasts, Futian, with its extraordinary Auman speed and strong marketing capabilities, has enabled Auman Heavy Trucks to quickly become a dark horse in the industry. At the same time, the sales income of Anhui Xingma, which entered this sector almost at the same time, also increased from more than 2 million yuan in 1994 to more than 10 billion yuan in 2008.
The strength of the model and the blowout of the heavy-duty truck market in recent years have made heavy trucks such as CIMC and Dayun expect to successfully replicate the development model of Foton Motor. Similar to Futian's integrated use of external resource models, the Grand Canal Heavy Duty Truck is a high-power, low-fuel-consuming heavy truck that features Weichai Engine WP10 Series, Fast RT-11509C transmission, and Hande's two-stage wheel-side deceleration and heavy-duty drive axle. .
Jirui Heavy Industry integrates engines from Yuchai, Fast transmissions, Fuhua's axles, and a full set of special vehicle mounting kits provided by CIMC. These are high-end heavy trucks with extremely high technological content and standards. Relying on its strong shareholder background and strong partners, Jirui Heavy Industry has proposed a total investment of 6.5 billion yuan and an annual output of 200,000 heavy-duty, heavy-duty vehicles. It is understood that the current Jirui Heavy Industry Co., Ltd. project is progressing smoothly and will be mass-produced in 2011.
It was also born at the moment when the country carried out large-scale infrastructure construction. It also had no own assembly in the vehicle industry chain, and was also a leader in the non-duplex automotive industry. Can the heavy truck New Army get Futian's success? In this regard, industry expert Qi Bing said that Fukuda's achievements in the field of heavy trucks are by no means accidental. When Futian Auman Heavy Trucks was officially listed in 2002, it was just in time for the continuous high-speed growth that was rarely seen in the heavy-duty truck industry in China from 2001 to 2004. This made the first wave of heavy-duty trucks not only gaining a foothold, but even surpassing some old brands. Heavy truck manufacturers. The other three companies that directly enter the heavy-duty vehicle category by light vehicles are ill-prepared. The Nanjing Automobile Group directly operated the “Jinjin†light truck to directly create the heavy-duty truck brand “Linyeâ€. The growth rate of Qingling and Jianghuai is also not optimistic. .
As far as the current heavy truck industry development situation is concerned, having a complete supply chain consisting of engines, axles, transmissions, etc. has increasingly become the basis for competition among heavy truck manufacturers. CNHTC and Shaanxi Automobile rely on their own gold supply. Chain has become the fastest-growing heavy truck company in the past two years.
In the past two years, with restrictions on over-limit overloading and oil price surges after the implementation of the fuel tax in various parts of China, heavy-duty truck products have increasingly attached importance to economical efficiency and safety. In addition to the environmental protection trend, China began to implement the National IV Heavy Vehicle Emission Standard on January 1, 2010. For State III products, the country only recognizes three typical routes using high-pressure common rail systems, which makes domestically-produced heavy-duty trucks quickly adapt to international standards in the short term. In addition, the technical barriers to heavy-duty truck engines are relatively high, and it is difficult to research and develop. It is even more difficult to obtain user recognition without brand guarantees. For the heavy-duty truck industry, the core supporting resources, especially the engine, have become an important factor in the status of their own market. This has become the consensus of the heavy truck companies.
The soft underbelly of companies such as Jiri and Dayun is that they do not directly own heavy truck manufacturing technologies and processes, and lack the core R&D capabilities of heavy trucks. For this reason, many people in the industry have expressed concern about the heavy truck army. "Without the heavy truck 'Heart' - the core technology of the engine, no matter how old or new the so-called 'Shanzhai' version of the heavy truck company will face the self-destruction outcome of being eliminated.' Insiders said that it is expected that in the next 5 years, in addition to China Heavy trucks, China FAW, Dongfeng Motor, Beiqi Foton, SAIC Nanjing Iveco, North Benz and Shaanxi Auto seven heavy truck companies still have a fight. No matter what the old or new heavy truck companies are facing, they will not be eliminated or they will be eliminated. The fate of mergers and acquisitions.
Obviously, under the new situation, Futian's successful entry into the heavy truck industry model through the integration of resources has been a transitory situation.
Getting started is easy and difficult
In recent years, the sales performance of heavy trucks in China has been the reason for many latecomer heavy trucks to resolutely enter the market, which is full of infinite temptations, and they intend to occupy a place in the heavy truck market.
It can be foreseen that in the new round of development of heavy trucks and newcomers, there must be someone who can eat the "cake" and someone will pay a greater price. However, judging from the market experience, the heavy-duty truck industry is faced with a difficult situation in which entry is likely to be difficult. The development of heavy-duty truck companies after the entry is not smooth, and the defeat of Chunlan and Lingye is a lesson from the past.
In this regard, a high-level company executives said: "The heavy industry entry threshold is too low, as long as there is money, can produce products, you can enter. To buy a shell, invest some money, find some people, a heavy-duty company will get up However, heavy truck companies need to have scale to produce benefits, and the market performance of these heavy trucks and newcomers is worrying.†At present, domestic heavy trucks still use substantially the same core components on the Steyr platform, which can be called to some extent For the "assembly car." It is also this, it makes people feel heavy cards "not too difficult."
But this so-called "assembly" cannot be underestimated. “The use of heavy trucks in China is very complex and requires high matching technology. Even if it is assembled, it will have high scores. It will require a lot of capital investment and long-term technical accumulation.†Duan Hengyong, manager of CNHTC’s network department, said .
Although the threshold for the production of heavy trucks looks very low, the market threshold has increased dramatically. After several years of rapid development, there is almost no blind spot left on the heavy truck market. Most of the heavy truck recruits are currently only sold in the regional market. As new recruits continue to enter the heavy-duty industry, existing heavy-duty truck companies continue to increase production. Industry insiders believe that if the top five heavy truck companies further expand their production capacity, the market space of other companies is even smaller.
As the competition between heavy truck brands is becoming more intense, all heavy truck companies are very intensive in the laying of network channels. Even some companies have already gone down to the county or township level. If there is no technical advantage and scale advantage for heavy trucks and new forces It is not easy to open the market. For dealers who are inclined to “become a mainstream distributor of mainstream brandsâ€, if regional demand for vehicles does not change, under normal circumstances, new brands will no longer be selected, which will make it difficult for heavy trucks and newcomers to expand their markets.
To do a heavy truck, even with a well-positioned technology platform, the level of corporate marketing services is also crucial. “The heavy-duty market competition is becoming increasingly fierce. It is a big problem for people to sell. There is great wisdom, a big strategy, and big tactics. Otherwise, it will be difficult to eat food in the mouth of a competitor, tearing down the bloodline of a competitor.†A long-term commitment Industry experts in the development of heavy truck projects said.