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In the week of December 2011, CNHTC convened two business annual meetings for heavy trucks and light trucks, and launched new HOW-T5G and HOWO light trucks with high-end medium- and heavy-duty trucks.
When China National Heavy Duty Truck is no longer just a heavy truck, it means that China Heavy Duty Trucks will officially set foot on a double-deck line that is both heavy and light in 2012.
Downturn 2011
"We will not isolate these figures like anti-virus. We have always released real data." At the annual business conference held at the end of the year, Cai Dong, General Manager of China National Heavy Duty Trucks, did not shy away and said in a gentle tone.
In 2011, the cumulative production of heavy truck trucks of China Heavy Duty Truck was 86,000, a year-on-year decrease of 34.62%; cumulative sales of 100,600 units, a year-on-year decrease of 7.97%. Especially in the middle of the year, the market performance is even less satisfactory.
Regarding the causes of the slump in sales of China National Heavy Duty Truck in 2011, Cai Dong analyzed that on the one hand, due to the impact of the macro economy, monetary and credit policies tightened, investment in fixed assets decreased, and the real estate industry experienced a new severe test, affecting The heavy-duty truck market has led to a steady growth in the overall market demand for China's heavy-duty trucks. In addition, the number of vehicles reserved in the distribution segment at the beginning of the year is much higher than in previous years, and the anticipated leap forward has not occurred. This is also because The sales of Sinotruk in 2011 increased the difficulty. On the other hand, the “Regulations on the Protection of Highway Safety†implemented on July 1, 2011, imposed severe penalties on overloaded vehicles, resulting in some users taking a wait-and-see attitude. Different provinces and cities have different requirements for overloading, which also changes the user's demand structure for vehicles.
In some places, toll collection stations were cancelled, personnel could not be resettled, and super-transit personnel were converted to highways, leading to a worsening of the road transportation situation and the low demand for users to buy cars.
China National Heavy Duty Truck Chairman Ma Chunji has always believed in making heroes. In his opinion, the more chaotic the battlefield, the more it needs to be calm and long-term analysis. "We have been thinking."
In the 2012 annual business meeting, the platform planning of “7, 5, 3, 2, and 1†allowed distributors to take part in the planning of the coverage from the heavy trucks to the micro-card market segments, with the heavy truck industry as the Leading, it will eventually form a new pattern of medium-, light-, passenger-, and special-series commercial vehicles. This is seen as the second venture of China National Heavy Duty Truck after it has reached a certain stage of development.
Department of force 2012
In 2012, it was the first market introduction year for heavy truck Jinan Light Trucks, and it planned to produce and sell 30,000 vehicles. On December 26th, 2011, Ma Chunji and Cai Dong jointly unveiled the opening ceremony of HOWO light trucks, which means that Sinotruk's light truck project will be fully launched in 2012, taking the economic recovery period as an opportunity to expand local brand advantages and improve products. layout. The light truck will become the new economic growth point of China National Heavy Duty Truck Group.
In fact, in 2010, Sinotruk made a major strategic decision to rely on the "HOWO brand advantage, to enter the light truck," and to deploy all the advantages of resources, the establishment of the Jinan Light Truck Department. The construction land of CNHTC Jinan Light Truck Project will be approximately 1 million square meters, and the total annual production capacity will reach 300,000 units. The main product of the light truck sales department will be mass-produced in early 2012.
According to Wang Dechun, general manager of CNHTC Jinan Light Truck Sales Department, although the current low-end car market has the largest share, China National Heavy Duty Truck still decides to be a medium-to-high end light truck. “In 2011, the low-end car market fell by about 25%, and the mid- to high-end light truck market rose in a contrarian fashion, confirming our judgment on the light truck market.â€
Some people worry that in this period, a number of product lines are blooming. Once the quantity is not going, it is waiting for a loss. Cai Dong, general manager of China National Heavy Duty Truck explained: "First of all, in 2012, we must focus on expanding domestic demand, especially consumer demand, and bring good opportunities for the rapid increase in the production volume of road vehicles, especially CNHTC's 5 platform and 3 platform product lines. After the 'Little Year' is followed by 'Big Year', the 2011 young card market has fallen very sharply compared with 2010, which means that the 2012 young card will have a rebound; secondly, Sinotruck emphasizes the difference from other brands. Evaluate the operational value of the entire vehicle. Take the product R&D of platforms 5, 3, and 2 as an example, and measure the drive form, wheelbase, length of car, tonnage, price, etc. and have more competitiveness than their peers. ."
Subchannel marketing
Although the judgment of the big pattern is of utmost importance, the sooner you seize the opportunity, the easier it will be to “tapâ€, but the related word of opportunity is “challengingâ€. In addition to the strong divisions from Dongfeng and Fukuda, the ceiling of its own development has also plagued heavy trucks: how to successfully introduce new products, how to balance the growth rate and quality, and how to continue to increase user trust?
China National Heavy Duty Truck knows the existence of these challenges. “We create the most valuable products. We need to interpret different things and build trust.†Cai Dong said: “We are more concerned about the market and consumers, and they care more about what they care about, and they do a full range of research on appearance and performance. Therefore, product design is more scientific and operation is more secure." However, behind this effort, more pressure is exerted. Ma Chunji repeatedly stressed that "the second venture" because heavy truck opponents are still too much. First, monetary tightening, the market continued to slump, for the market share is a foregone conclusion; Second, in the face of market separatism, as the new card, light truck and micro-card newcomers, the difficulty can be imagined high.
The other side of the coin is - a new high for exports. Thanks to the brand accumulation of China National Heavy Duty Truck over the years, China National Heavy Duty Truck has become China's largest company with heavy trucks for trucks and natural gas engines. The image of old and big companies has gained deep popularity. China National Heavy Duty Truck Chairman Ma Chun-Ji said that in the overseas sector, we adjusted to the “61†model in 2012, and divided it into 6 major segments overseas. We established a supporting team and organization within the territory, and then sent overseas management organizations and personnel to the six major sectors. Settings.
However, for CNHTC, it is now more fully leveraging existing strengths, discarding the gap with competitors and continuing to lead the market. Heavy truck is not without a method. The establishment of sub-channel marketing system has become a new model for the commercial vehicle industry. Its core is the network system supported by the secondary marketing network, and each network must be independent.
Cai Dong emphasized at the business conference that the networks of the main sales units must be independent, and they hope to focus on China National Heavy Duty Truck for the distribution outlets that step on both ships. The biggest disadvantage of using the same network is that, when the market is good, units with low sales volume will leak through prices, policies, etc. When the market is not good, sales volume will drop sharply, which runs counter to the company's strategy of sub-brand competition. "We have already suffered from it, so we must ban it." "Yes, this is the biggest year of a year." An old employee who worked for Sinotruk for 10 years said.
In 2012, China National Heavy Duty Truck's goal is to produce and sell 240,000 vehicles, including 165,000 heavy truck sales. The major business indicators are higher than the industry average.
For many people, this is a difficult challenge, but perhaps Sinotruk is ready.