According to industry insiders' analysis, the reason why heavy trucks dropped by 7% in the first half of 2011 is due to three main reasons: First, the trend of the heavy truck market is in line with the domestic macroeconomic operating track. It is reported that since March 2009, the heavy-duty truck market has started to grow at a high rate, and this momentum continues until June 2010. The decline from July 2010 has also been highly consistent with the country’s macroeconomic track.
The second is the concentrated release of demand for heavy-duty trucks brought about by cancellation of road maintenance fees in the past two years, which has also caused the market to fall back to a certain extent.
Third, the continuous decline in production and sales in the second quarter and the recent tightening of regulation and control, as well as the implementation of the Ministry of Transport's fuel consumption limit policy, has also led some users who wish to buy cars to switch to a wait-and-see attitude.
In spite of this, among the top 10 sales companies, Beiben, JAC and Hualing still achieved growth.
Beiben: Product and network changes bring sales growth
The reason why Beiben Heavy's sales increased in the first half of 2011 was due to two reasons: First, product changes; second, changes in the network.
Products, mainly concentrated in the dump truck. Beiben made some adjustments to the dump trucks for pit mining, plus the forecast for the 2011 market environment at the beginning of the year and sufficient preparations to prepare for the battle. In terms of online sales channels, Beiben added more than 20 4S stores in 2010, which improved overall network sales capabilities and dealers’ average sales capabilities. These two aspects have contributed to the increase in sales volume.
But overall, there is still a big gap between Beiben and the original target. The growth rate of Beiben heavy trucks is about 10%, which is not large, mainly because the base figure in 2010 is relatively small. In the second half of the year, the overall environment will continue the situation in the first half of the year, and there are few policies conducive to heavy trucks. Therefore, the Beiben in the second half of the year needs to do the most basic work, that is, the preparation of products and networks, and the other is to digest the inventory. Reducing inventory is one of the key tasks in the second half of the year. The same applies to other heavy truck companies in the industry.
JAC: Product and Market Structure Adjustment Main Cause
There are two main reasons for the growth of production and sales of JAC Geerfa in the first half of the year: First, product structure adjustment; second, market structure adjustment. Judging from the development of the JAC commercial vehicles in recent years, product structure adjustment has achieved certain results. Through the adjustment of product structure in these two or three years, it was only in the first half of 2011 that Jianghuai was able to achieve contrarian growth, which was mainly reflected in the aspect of trucks.
Market sales have increased, which is a good phenomenon, at least to help JAC heavy trucks establish a good reputation in the market. JAC has been insisting on diversified development from buses to light trucks to heavy trucks. Jianghuai Heavy Duty Trucks is a new area for companies to enter, and most users do not recognize them. However, with the passage of time and the promotion of the JAC brand, it has gradually been recognized by users. This is a very big improvement.
In order to meet market demand, JAC fine-tuned its heavy-duty trucks. For example, in the case of heavy trucks, the company did not consider the use of high-powered four-cylinder machines. It has always believed that the six-cylinder machine is more economical and scientific. However, after conducting market research, it was found that users had a habit of using four-cylinder machines. Therefore, JAC Gehwa has increased the configuration of four-cylinder machines and is closer to the market demand. These are all important factors for the growth of JAC heavy trucks in the first half of 2011. .
In addition, judging from the adjustment of market structure, the traditional market of Jianghuai has always been developed in the southeast coastal areas, such as Guangdong, Fujian, Zhejiang, Hunan and Hubei. This area was previously the main battlefield for light trucks. With the development of the business, JAC's heavy truck business has also gradually improved in these areas. In addition to this part of the market, JAC Geerfa has adopted a strategy of advancing from the southeast coast to the inland and has relatively good market performance in some regions such as Shandong, Henan and Hebei.
In the current heavy truck environment, quality should take precedence over scale. At present, the scale of JAC Gehlfa heavy trucks is still relatively small, so we must choose a suitable and rational development model, that is, quality first and scale second. The joint venture between JAC and Navistar is precisely due to this consideration. JAC must improve its product design and product quality, and gain market recognition in order to continue to take the next step.
Valin: Balanced development of dump trucks, tractors and trucks
The increase in Hualing was mainly due to the low base. In 2010, the sales volume of Hualing was 30,000, and in the first half of 2011, it reached about 17,000 units. Each heavy truck manufacturer has its own traditional main market, so sales growth or decline has little to do with regionality. On the whole, the entire market environment was not very good in 2011, and it has been predicted and judged at the beginning of the year. In response to this situation, Hualing set out to increase the promotion of models.
The situation of tractors in 2011 was severe, but not all companies faced this situation. Hualing has made some efforts to promote the marketing of large logistics companies, so the whole tractor has not been affected much.
Unlike other manufacturers, Valin is not particularly prominent in certain aspects of dump trucks or tractors. In the past, during the development of the market, the share of each model of Valin has been more balanced. China's auto market is affected by policy factors, and the market changes quickly. In some years, the demand for dump trucks is relatively large, so the sales of heavy truck companies, which are mainly dump trucks, naturally increase, and vice versa. For example, SAIC Iveco Hongyan is mainly engaged in dump trucks. In 2011, Hongyan sold relatively well in the entire market.
In the development of Valin in recent years, both dump trucks and tractors have adopted a balanced development model. For example, in the sales of 30,000 vehicles in 2010, Valin tractors, dump trucks and trucks each accounted for about 30% of the total.
In spite of this, for the performance of the first half of 2011, Valin was also dissatisfied. In terms of the total amount, heavy truck companies such as Dongfeng Commercial Vehicle, FAW Jiefang and China National Heavy Duty Truck Group have a very large base despite sales volume decline. Valin's sales volume is less than 20,000 units, which should grow faster.
In the next year, Valin will increase its financial support. In 2011, the credit funds contracted and most of the customers had insufficient funds to purchase cars. Under such circumstances, increasing support for financial services will help Hualing to participate in the second half of the year. market competition.
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