The top ten changes in 2015 heavy truck sales have mystery
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In 2015, China's macroeconomic growth slowed, and investment in infrastructure construction, real estate, and fixed assets narrowed. Affected by the full implementation of the Fourth National Emission Standard, heavy truck production and sales continued to decline. According to the latest production and sales data released by the China Association of Automobile Manufacturers, from January to December 2015, China’s total sales of heavy trucks were 550,700. It has dropped by 25.98% on the basis of a 4 percentage point decline in 2014. This is the number that follows 2012. After that, the decline again exceeded 25%.
In the past few years, the domestic heavy-duty truck market was relatively stable. The top five companies had annual sales of more than 100,000 vehicles, and the sixth to tenth-ranked companies had annual sales of more than 10,000 vehicles. However, under the background of a generally significant decline in sales of heavy trucks in 2015, the number of companies that sold more than 10,000 vehicles per year was reduced to eight. Only the Dongfeng family had annual sales of more than 100,000 vehicles.
According to data from the China Automobile Association, the total sales volume of heavy truck companies before 2015 ranked 83.17% of the total industry, an increase of 1.6 percentage points from 2014. It can be seen that the production and sales of the heavy truck industry are more concentrated. The competition is even fiercer. After groping and research in recent years, the domestic heavy-duty truck companies have gradually become clear about the development path under the “new normal†of the economy. They have turned from being confused and waiting for change to understand the situation and respond positively. In order to seize the market opportunities in 2016, mainstream heavy truck companies even started business conferences in succession in November 2015, with a view to arranging new games in 2016 as soon as possible.
What are the characteristics of the top ten heavy truck companies? After the "winter" of the market in 2015, how will they resist pressure? The reporter combined the production and sales data of the top ten heavy truck companies in the past three years and their published market strategies.
Despite the wind and waves and I shall stays starting <br> <br> Reporter analysis of the data found that while nearly three years of heavy truck market difficulties, but there are three companies is a "grinding 000-1000 also tough, Seoul, the East and West Wind." No matter how the environment changes, it always adheres to its own position.
Among them, Dongfeng Commercial Vehicle is the first one. For many years, Dongfeng has been ranking first in the heavy-duty truck industry, and its annual sales in the past three years have surpassed the second place in more than 10,000 vehicles. Especially in 2015, it was "outstanding" and it became the only company in the heavy truck industry that sold more than 100,000 vehicles. This made people have to admire the strength of Dongfeng. Dongfeng Heavy Trucks has such a solid performance that it is inseparable from the correct grasp of the macroeconomic situation. As early as three years ago, many heavy-duty truck companies still had illusions about the continued sluggish market. Huang Gang, general manager of Dongfeng Commercial Vehicles, stated that after China’s economy enters the middle period of heavy chemical industry development, the growth rate will slow down and China is changing. The mode of economic development has changed from speed-based growth to quality-based growth. It is not surprising that Dongfeng can stay ahead of the curve by knowing the rules beforehand and deploying the development strategy in advance.
Another heavy-duty truck company known as the “black horse†of the industry, Jianghuai, has been the sixth-largest seller of heavy-duty trucks for many years. In 2014, its sales growth rate reached the industry's first. So far, Jianghuai has maintained its market position for many years, which proves that this achievement is not a short-lived luck but a result of its own efforts. Wang Bing, assistant general manager of Jianghuai Automobile Co., Ltd. and general manager of heavy commercial vehicles, said that although the market outlook is not clear under the new normal, it will continue to advance with the development of express logistics, the elimination of updates for yellow-label vehicles, and the upgrading of user products. , will release the new demand for heavy trucks. At the 2016 business conference, Jianghuai once introduced 10 new models of fast logistics, including 5 models of lifting axles, an automatic transmission model, and three new K7 series products. Jianghuai’s determination to seize market segments and stabilize its position is evident.
In addition, Valin Xingma, a heavy-duty truck company that used to use mixer trucks and special vehicles, has been actively transitioning in the past few years and has maintained its eighth-ranking position in the industry for three consecutive years. Its performance has also been relatively stable. Valin Xingma Chairman Liu Hanru said that heavy truck manufacturers and distributors must look to the long-term, not only to see the difficulties at this stage, but also to see hope, Valin Xingma to seize the opportunity to adjust, innovative marketing model. At present, Valin Xingma has entered the Tmall e-commerce platform, focusing on the "online and offline" marketing model. In addition, new products such as Valin Hanma H6 have also been introduced to the market in large numbers, laying a solid foundation for the stable development of Valin Xingma. 
Or leap in the potential potential
During the analysis of the data, the reporter also noticed three heavy truck companies. They may either show their talents or hide their talents. Although they have not demonstrated their skills, their potential cannot be overlooked.
The Grand Canal Heavy-Duty Truck is a very low-key heavy-duty truck company. It does not usually see any eye-catching activities. The business conference has been relatively low-key over the years. However, the reporter found that the annual sales volume of the Universiade rose for three consecutive years, rising from the tenth in 2013 to the ninth in 2014. It has just jumped to seventh place in 2015. This series of figures shows that The weight-carrying cards have gradually changed from the past edge companies to those that must be valued. In 2015, the sales volume of heavy-duty truck companies generally fell by two figures. The annual sales volume of the Universiade heavy trucks fell only 6.48%, far below the industry average. As a private enterprise, why can the Universiade heavy truck achieve such good results? The chairman of Universiade Group Yuan Qinshan stated that the Universiade Group has a unique advantage of a management system and a team of diligent, studious and innovative individuals. With sufficient preparation, correct tactics and operations, the Universiade is bound to develop even better.
SAIC Iveco Hongyan’s ranking dropped from seventh in the previous two years to tenth in 2015, but this does not mean that the heavy truck company will be depressed from now on, perhaps just like Yang Hanlin, the general manager of SAIC Iveco Hongyan. : "Stump up the power to be 'counterattack', kill it and live later". According to the information delivered by Shang Yihong's 2016 business conference, in 2016, Shanghai Yihong should speed up the transformation and achieve an annual sales target of 21,000 vehicles. “The transformation of Shang Yihong can be divided into two aspects. First, the transformation of product structure will accelerate the extension and adjustment of construction vehicles to road vehicles.†Yang Hanlin said, “Another transition is to align with the market in terms of pricing strategy.†Yang Zaiyu, a commercial vehicle industry expert, told the reporter, “The product quality of Shangyihong is good, but because it is a three-way joint venture, there are many places that need to be adjusted and run in. It takes some time for the transformation.†Enterprise transformation is not an overnight event, from the development of new models, It takes a long time for the reorganization of marketing channels and the exploration of customers. Although during the transformation period, companies will encounter problems such as a sharp drop in sales, once the transition is successful, a new blueprint will be presented.
The production and sales data for the past three years shows that Beiben Heavy's sales volume and market share both declined significantly in 2013 and 2014. However, in 2015, the decline in the sales volume of Beiben Heavy Duty was curbed, and the decline rate in 2015 was lower than that in the industry. Average. Bei Ben Heavy Duty Truck is also in a transition period. Coupled with the ongoing management mode adjustments, its accumulated energy may show up in 2016. 
<br> <br> fight a protracted war to see who the last laugh in the heavy truck in the top five, there is the most competitive enterprise two pairs, can be described overtake each other, comparable, often with annual sales of only a difference of one thousand The situation occurred. These two pairs of companies are China National Heavy Duty Truck and the liberation of FAW, Shaanxi Automobile and Futian Auman.
China National Heavy Duty Truck Group and FAW Jiefang are both domestic companies with long history and advanced technology, and have been developing tractors, trucks and construction vehicles in the past two years. In the past three years, the competition between the two companies has been particularly fierce. It is the focus of the heavy truck industry. Shaanxi Automobile and Futian Auman have relatively large developments in the recent past. They were only pulled out of the “second tier†by industry analysts in the previous two years and were classified as “the first campâ€.
In 2013, Shaanxi Automobile began its transformation and upgrading and adjusted its product structure. In 2014, Shaanxi Steam suddenly broke out and sales volume increased by 2.9 percentage points, which greatly narrowed the gap between Fudan and Auman. In 2015, Shaanxi Automobile sold more cars than Futian. The ranking rose from fifth to fourth. Maybe it is because the headquarter is located on the Wulingyuan between Xi'an and Xianyang. Shaanxi Automobile has some styles of “Wu Ling Renxiaâ€: rough and bold, it does not follow the joint venture trend in the industry and insists on independent innovation. At the Shaanxi Automobile 2016 Business Conference, the reporter learned that in 2015 Shaanxi Automobile had organized more than 600 "caravan" propaganda and roadshow activities in various parts of the country. On average, there were nearly two activities per day, showing that Shaanxi Automobile has used all its energy. deep.
However, competition between enterprises is a long-distance race rather than a sprint, and one-off beyond can not explain anything. Futian Auman is headquartered in Beijing, the capital, and it is always quicker to grasp policy trends. Its emission standards have risen from four countries to five countries, and Beijing has taken the lead in implementing Beijing Five emission standards. Futian Auman has made early preparations for the product layout, A time to market. With the advantage of joint ventures, Futian Auman followed the trend of the world. In January of this year, Futian’s “Internet Super Truck†based on the “U.S. Internet Super Truck†was released.
Sinotruk and FAW Jiefang, Shaanxi Automobile and Futian Auman, two pairs of heavy truck industry in their respective strengths, but also the leader in the heavy truck industry, the fierce competition between them, the resulting chemical reaction will be to promote Catalyst for speeding up the entire industry.