The rise of China's commercial vehicles with the rapid development of the country’s economy is facing unprecedented challenges.
The prosperity of commercial vehicle companies is a sign of social development, and marketing is the lifeblood of corporate growth. It is rid of homogenized marketing models and seeks new market breakthroughs. Commercial vehicle marketers in China are obliged. What are the opportunities for the huge investment of 4 trillion yuan? Who can get a bigger piece from the cake? What kind of opportunities do we have in different regions?
On January 3rd, the "China Commercial Vehicle Marketer Forum" organized and organized by "Car Watch" magazine was held in Beihai, Guangxi Province. It was from China National Heavy Duty Truck, Shaanxi Automobile, Dongfeng Liuzhou Automobile, Futian, Huanghai, Yutong and Shenlong. Commercial vehicle companies participated in the forum. The purpose of the forum was to search for “a good and fast powerâ€. Together with China’s most outstanding and most active marketing elite of China’s commercial vehicle companies, the forum accumulated strength for a new round of prosperity of China’s commercial vehicle companies. .
Wang Ming, deputy director of the Institute of Integrated Transport, National Development and Reform Commission and deputy director of the China Logistics Institute: We can't just be "warming for the winter." At the forum, Wang Ming, deputy director of the Institute of Integrated Transport of the National Development and Reform Commission and vice president of the China Logistics Institute, gave a keynote speech entitled "Opportunities and Challenges for Commercial Vehicles."
He believes that at present, commercial vehicle companies are in a very difficult period. This "difficult" said that it is smaller, is the biggest difficulty encountered by the automotive industry in the past 10 years, and that the bigger one is that the Chinese economy has faced the most severe test in the past 30 years of reform and opening up. The economic crisis triggered by the US subprime mortgage crisis has begun to produce systemic adverse consequences: the level of consumption has been reduced gradually, resulting in a decline in production; the dual-drop effect of production and consumption, and possibly worse, the impact on commercial vehicles will be Substantial.
How to deal with the decline in production and sales? How to get out of trouble?
China’s commercial vehicle companies must not merely “warm up and warm up for the winterâ€. If this is only the case, it will still be maintained within the existing industry level.
Under the current economic situation, the entire industry must face the actual development issues, not the development of a single enterprise or a certain area.
The national policy of expanding domestic demand will affect commercial vehicles in a way that changes the demand structure. In this process, is it urgent to look for short-term needs or to make strategic structural adjustments? This is a problem that automobile companies must think about. It is not simply the survival of the fittest, but how we can focus on changes in the demand structure from the strategic perspective, adjust the strategy through the demand structure, and use it to overcome difficulties.
Challenges and opportunities coexist, and how to turn crisis into opportunities, only innovation and change can seize opportunities. For some companies, innovation is shifting from a strong demand in the past to a need for actual action. Wang Ming believes that in the current environment, commercial vehicle companies face challenges and opportunities.
The first is the policy level support of the industry and related industries. Technology, equipment, information, networked transportation services, and transportation organization intensification. Simply talking about technology from the perspective of commercial vehicles refers to the performance of the car. Under the present situation, the key to change from performance technology to application technology lies in production.
Followed by fuel tax reform, planning and industry development orientation. The reform of the fuel tax took 14 years. In these 14 years, few auto companies have studied the issue of fuel tax. After the fuel tax reform, how much impact on the auto industry? The fuel tax reform is a policy-based constraint as well as a strategy for maintaining the concept of production of vehicles and the development direction of technology research and development.
The third is that the transportation development plan will form a new transportation pattern and will also give commercial vehicle companies opportunities. Industrial upgrading facing road transport: standardization of transport equipment, development of rural passenger transport, passenger transport by relying on central cities, development of domestic container transport, development of express delivery and distribution, development of fresh agricultural products transport, and the development of these transport structures The changes will bring challenges to the development of commercial vehicles. At the same time, they are also opportunities.
Fourth, the implementation of energy conservation and environmental protection policies will promote the development of energy-saving vehicles and environment-friendly vehicles. At present, energy-saving and environment-friendly vehicles have begun to develop. Commercial vehicle companies can wait and see, but they must not fail to do it. It is necessary to combine comprehensive industry development and transportation trends to plan the development path of energy-saving and environment-friendly vehicles.
Shanghai Shenlong Bus Brand Management Manager Ren Shifa:
It is hoped that the country will continue to strengthen the infrastructure construction. Shenlong Bus is a late-established company and has only been in three years since 2005. However, the development of Shenlong is obvious to all. By 2008, the annual sales volume of Shenlong has reached more than 3,000 vehicles. Judging from the performance in 2008, the development situation of Shenlong is very good, but in 2009, it must be a very difficult year. As the economic crisis continues to intensify, as enterprises, more is hoped to receive the support of the government. In the area of ​​buses, Shenlong’s development will be more difficult. It is hoped that the country will continue to strengthen infrastructure construction. At the same time, starting from the people’s livelihood, the city’s transportation facilities will be strengthened. In the area of ​​buses, for commercial vehicle companies, there are certain difficulties in profitability.
Assistant General Manager of Dandong Huanghai Bus Marketing Co., Ltd. Leng Jun: The development potential of the natural gas bus market is huge and the country is also strongly advocating.
After more than 10 years of development, Dandong Huanghai Bus has undergone major changes in its brand and series. Judging from the experience of bus companies in the past few years, buses accounted for 31% of the entire medium-sized bus in 2004. Since then, they have grown year by year. By 2008, the market share has reached 41%, and buses have grown. Although the total volume of non-bus vehicles is increasing, its market share is declining. The development potential of the natural gas passenger car market is huge. The state strongly promotes the development of gas-fueled vehicles. Fuel supply is tight, prices are rising, and the comparative advantage of vehicle use costs is obvious. Zheng Ke, Zhengzhou Yutong Bus Brand Management Department: In the context of the government's efforts to boost domestic demand and boost consumption, the market in 2009 is still worth the wait.
At present, due to the economic crisis, Yutong buses are more cautious about the prospects for the coming year. For the bus market, the impact of the economic crisis is great. In 2008, Yutong’s overseas markets were seriously affected and sales exceeded just over half of the target. Although the economic crisis has come, but life will continue, Yutong will continue to maintain its momentum of steady development in accordance with its previous plan. If the market goes backwards, companies will also regress. This will be a huge blow to the entire market and enterprises. Yutong believes that the market in 2009 is still worth expecting under the premise that the government will stimulate domestic demand and promote consumption.
Dongfeng Liuzhou CV Marketing Manager Zhang Dongfan: The most important thing at present is to strengthen confidence and determination, discuss various measures, look for problems internally, and look outside the benchmark.
In the face of the situation in 2009, the most crucial factor is to identify the key factors and further strengthen the adjustment of the company itself through industrial upgrading. Although sales of Liuzhou Automobile have dropped sharply since the second half of 2008, overall sales have increased from the whole year. The current auto market situation is not optimistic. Therefore, the most important thing at the moment is to strengthen confidence and determination, discuss various measures, look for problems internally, look outside the benchmarks, face difficulties together, and look for new business opportunities.
China National Heavy Duty Truck Group Nanning Branch Li Guihai: Regarding sales, both domestic and international in 2009, the situation is not optimistic, and it can open up new emerging overseas markets. At present, at the level of technology research and development, the gap between China National Heavy Duty Truck Group and international leading brands is gradually narrowing, and the product surface is also more extensive. The implementation of the fuel tax reform should be good for the truck industry in 2009. In 2009, international oil prices will experience a certain decline. At the same time, the country’s 4 trillion yuan investment will stimulate domestic demand and strengthen infrastructure. Construction is also good for truck companies. However, in terms of sales, in 2009, the situation is not optimistic, we can open up new emerging overseas markets, such as Africa; at the same time, we must improve product quality and user-centered, which is the fundamental business survival and development.
Shangchai Power Yuan Qingtao: The sale of Shangchai's products has not been fully developed. It is not technically bad, but the development of the market has yet to be improved.
In 2009, Shangchai's production and sales will shrink, but it will not reduce much. The technology of domestic commercial vehicles does have a certain gap with the international advanced level. The advantage of Shangchai’s products is still not obvious, and product sales have not been fully developed. It is not that technology is not good, but the development of the market has yet to be improved. Although the current situation is not good, I believe China's commercial vehicle companies should still be able to survive.
Futian Europe V Bus Marketing Marketing Department Wang Enliang: The commercial vehicle market in 2009 will continue to decline, and may be very serious.
In the first half of 2008, business sales increased by more than 40%, which is obviously an abnormal increase. Subsequently, there was a sharp decline in the second half of the year. We expect that the commercial vehicle market will continue to decline in 2009 and may be very serious. In such a harsh market environment, opportunities should also exist. For example, the bus market is an opportunity for the development of commercial vehicles. With support of 4 trillion yuan in the country, one of them is the development of buses, which is beneficial to the development of the bus market for commercial vehicle companies. At the same time, the development of hybrid buses will become a new area for the development of commercial vehicles. In the unfavorable environment of the world economy, whoever sees the longer term will seize the opportunity in the crisis.
Shaanxi Automobile Group Sales Company Marketing Department Wang Xiaomin: To cope with the crisis, the first is the company's strategy, with the dealer for the user
Create more value; second is the development of the brand. In 2008, commercial vehicle companies experienced the situation of "Icefire and two heavy days." In the first half of the year, the market was very good. In March, production and sales reached more than 10,000; however, in the second half of the year, especially after the financial crisis, production and sales volume fell sharply. In response, Shaanxi Auto Group has made corresponding countermeasures. First, it is the company's strategy to create more value for the users together with the dealers. The second is the development of the brand. At the same time, Shaanxi Auto is meeting the development of the existing market and the long-term market. In 2009, China's commercial vehicle market may be somewhat pessimistic and the situation is not optimistic.
Futian Auman Nanning Marketing Manager Liu Jingfu: In 2009, the demand for heavy trucks in exporting countries brought about by the spread of the international financial crisis will decline. In 2009, Futian Auman's development strategy was to develop overseas business units. Affected by the economic crisis, the challenges brought about by changes in the environment of heavy-duty trucks in 2009 include the economic slowdown brought about by the spread of the economic crisis; the deterioration of the international economic environment and the declining demand of domestic heavy-duty truck exporting countries; China's economic slowdown has caused GDP growth to fall by 2.9 years. Percentage points, as well as the total volume of imports and exports also fell, all indicators have fallen; the demand for heavy trucks in exporting countries has been reduced due to the spread of the international financial crisis.
Ruitu Wanfang Technology Co., Ltd. Vice President Huang Yishihui: As an electronic navigation company, we do not expect the situation in 2009 to be as severe as the commercial vehicle industry. As an electronic navigation company, the situation in 2009 may not be as severe as the commercial vehicle industry. It is estimated that by 2009, the annual sales of China's navigation electronic map will reach more than 1 billion yuan. By 2015, this figure will reach more than 5 billion yuan. In the vehicle-mounted navigation market, the demand for various high-end vehicles for electronic maps will grow at a rate of over 50% per year. In the unfavorable environment, Retu Wanfang will use its own core technology and brand to have an advantage to maintain stable growth.
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