The new year has arrived and the new year begins. With the successive convening of business conferences for truck companies, the concept of the 2014 heavy truck market has been presented to everyone. How to determine the sales target? What are the main products? What are the opportunities and challenges? How to deal with the new situation? The reporter will sort out the plans and analysis of various companies in order to present readers with the commonness and individuality of the truck companies in responding to the market.
Sales target: both conservative and optimistic <br> <br> compare each company's 2013 sales target and actual sales is not difficult to find in the mainstream heavy truck business, although Dongfeng, liberation, heavy truck, Auman, Shaanxi Auto, JAC SAIC Iveco Hongyan and Hualing all achieved sales volume increase, but most of them failed to meet their annual targets. Due to the different performance in 2013, the targets of all manufacturers in 2014 are not the same. The data shows that based on the 2013 target, the companies that have lowered their sales targets in 2014 have Dongfeng and Beiben, while those with higher targets include FAW Jiefang, CNHTC, Shaanxi Automobile, SAIC Iveco Hongyan, and joint trucks.
Market expectations: more opportunities than challenges <br> <br> is so set a goal for 2014 and analysis of enterprise market situation are inseparable. If opportunities and challenges coexist, then in 2014, the opportunities should outweigh the challenges: In 2014, although the Eurozone debt crisis and international trade frictions have caused certain adverse effects on the world economy, it should be noted that the current world economy The overall situation is improving. After the financial crisis, the resilience of the world economy will surely be effectively released. China's new advantages in the financial crisis will surely be brought into play.
Competition and cooperation, cooperation is the theme, opportunities and challenges coexist, and opportunities are greater than challenges. In 2014, the overall macroeconomic policy will be based on stability. China's economic development has favorable conditions such as good fundamentals, external environment tends to improve, and market expectations improve.
Summarizing the analysis of companies can be seen that the favorable factors for the 2014 heavy truck market include the following aspects: First, the domestic heavy truck update cycle is generally 3-5 years. 2009-2010 is a golden period for the heavy-duty truck market. The renewal demand in 2014 will continue to drive demand for terminals. Second, a batch of first-tier and second-tier cities have forced the elimination of yellow-marked vehicles due to hazy weather.
Third, the new urbanization drive led local governments to re-emerge the upsurge of urbanization investment. In particular, they have intensified efforts to build local railways, especially inter-city railways, and have played a positive role in improving the demand for terminal equipment in various heavy truck markets. . Fourth, the growth rate of China's logistics industry has been accelerating. The "high speed" and "just-in-time" requirements of the express delivery industry based on highway logistics will be more reflected in the future purchase of heavy trucks.
The biggest challenge comes from the gradual implementation of the National IV. Many companies believe that the difference in the implementation time of the National IV will lead to differences in annual sales. For example, Shaanxi Auto believes that if the State IV is implemented on January 1, 2014, the total annual market will be 720,000 vehicles; if it is implemented on July 1, it will be 800,000. In addition, the challenges also come from the continued weakness in the coal market, the shift from logistics and logistics to suspension and transportation, and the central government's prevention and control of debt risks.
Based on the above analysis, truck companies also gave forecasts for the total market in 2014. The most optimistic is Dongfeng. Huang Gang, general manager of Dongfeng Commercial Vehicle Co., Ltd. believes that the domestic demand for heavy trucks in 2014 will be around 1 million vehicles. This is followed by joint trucks. It is expected that heavy truck sales in 2014 will increase by 9.5% year-on-year to reach 810,000 vehicles.
In addition, SAIC Iveco Hongyan expects to sell 750,000 heavy trucks in 2014. Beiben believes that in 2014, the heavy truck market still has great uncertainty. If the government does not introduce irritative policies and regulations, it is expected that the heavy truck market will return to normal development. In 2014, the heavy truck market will remain flat relative to 2013. Or a slight decline, it is expected that the decline is about 8%, is expected in 2014 heavy truck market demand in about 700,000.
Basic product structure adjustment <br> <br> continued sales of the product for the market structure and product development direction of all models in 2014, the company also gives the analysis.
For tractors, Shaanxi Auto believes that in 2014, the growth of tractors will be higher than the growth rate of the industry, and the growth rate will continue to increase. The proportion is expected to have a certain increase over 2013, and the share will reach 42%; SAIC Iveco Hongyan estimates, 2014 Tractors account for 34% of the year. The result of this analysis was not unrelated to the 39% increase in tractor sales in 2013. Companies that benefited from the increase in tractor sales in 2013 paid more attention to this market in 2014.
In 2013, liberation tractors achieved the highest sales volume in the country and their market share increased by 4%. They further consolidated the market position of high-powered tractors and broke through previously weak areas such as Yunnan and Guizhou, and they were in the high horsepower tractor market. The advantage of the company can continue to increase; the heavy towing tractors of China National Heavy Duty Truck have achieved substantial growth, with sales of 10,000 units in January-October, an increase of 34.64% year-on-year, which is higher than the growth rate of the overall sales volume; Effective adjustments were made, of which tractors accounted for 35% of sales; Beiping tractors rose 5.82%; SAIC Iveco Hongyan road vehicle sales rose 105%, of which tractor sales rose 133%.
For the 2014 market, some companies believe that the tractor is still based on 6x4, 6x2 further increase the proportion of products to large displacement, high-power, high-end development.
For trucks, Shaanxi Auto expects 4x2 and 6x2 small-horsepower trucks will increase between 2014 and 8x4, while SAIC-Iveco Hongyan believes that trucks in 2014 will be dominated by 6x4 and 8x4.
In the field of construction vehicles, in 2013, heavy truck mixers also achieved leapfrog growth. In January-October, 12,320 units were sold, a year-on-year growth rate of nearly 100%; 26,671 dump trucks were sold, a year-on-year increase of 25.2%; Shaanxi Automobile dump truck sales accounted for 51%; Liberated dump truck market has a certain increase.
For 2014, Shaanxi Auto believes that slag trucks will grow and dump trucks will account for the same proportion. However, the sales volume and proportion of 6x4 dross trucks and 8x4 dump trucks will increase. The mixer trucks are still the main models, and the wide-body cars in mines are flat. SAIC Iveco Hongyan believes that the proportion of 6x4 dump trucks will further decrease, the proportion of 8x4 will expand, the proportion of mining vehicles in pit mines will decline, and the proportion of road transport dumps will increase.
The rapid growth of natural gas vehicles in recent years has naturally become the darling of companies. In 2013, Shaanxi Automobile's natural gas heavy trucks achieved a sales volume of 12,000 units, with a market share of more than 50%. In 2014, Shaanxi Automobile's V natural gas heavy truck made its debut. It also realized subdivided products, optimized matching, and worked hard to reduce gas consumption and improve product reliability. In 2013, Beiben sold 1,669 gas vehicles, a year-on-year increase of 14.2%. FAW Liberation also began to make breakthroughs in the field of natural gas vehicles.
For the National IV regulations, which have been delayed for many times and still have poor results, truck companies have not dared to take it lightly. FAW Jiefang was the first in the industry to launch a full range of models that met the national IV emission standards. It also led the industry in the sales of State IV vehicles, with a total of 5,000 vehicles.
CNHTC uses MAN technology to carry out a comprehensive upgrade of existing products, including HOWOA7, Haohe and King Prince brands, and the entire series is upgraded to the national IV standard, and some models are adapted to the regional market to upgrade to the national V level. In 2014, Shaanxi Automobile DeLong F3000 will bring the latest National IV products to the national market. SAIC Iveco Hongyan will also complete the National IV series of products in 2014.
Sales and service continue to overweight <br> <br> truck sales and service is the eternal theme of the two companies, but also to bring products to market and win market a powerful weapon.
The core of sales is market development capability. Although the formulation is different, all manufacturers have made great efforts in market development. In 2013, for the purpose of collecting customer information, maintaining customer relationships, facilitating transactions, and promoting key products, FAW Liberalization continued to carry out terminal promotion activities to help increase market share. At the same time, it actively expanded its financial channels and financial products to drive terminal marketing. In succession, 4P2S dealership application tools and TGC's major customer strategies were implemented to strengthen terminal promotion and model innovation. Among them, 7,300 tractors were sold through the large customer strategy, which accounted for 16% of the total.
The highlight of Shaanxi Auto is that it will transform the understanding of demand from macro to micro and open up “value marketingâ€. As the person in charge of the company said: "In the past, Shaanxi Automobile's understanding of demand was macroscopic. It was only customary to analyze the curve and changes in the market. It was not good at understanding the changes in micro-markets and individualized customers. It often took great efforts and market performance. However, in the past, Shaanxi Automobile was accustomed to the concept of singles and no platform, and now customers need manufacturers to provide comprehensive solutions.
Based on this, Shaanxi Auto urgently needs to make a transition, it needs to create more value, and it must participate in the process of creating value. The year of 2014 will be a year of strategic transformation of Shaanxi Auto, and it will be a crucial year for the full opening of value marketing. It will also be a year for customers to create greater value. Shaanxi Auto will provide users with integrated solutions such as accurate heavy truck products, intelligent management tools, and financial insurance. Through the new model of value marketing, Shaanxi Auto will strive to build core services based on customer demand mining and customer value reengineering. â€
The practice of SAIC Iveco Hongyan in marketing work can be attributed to one word: grounding gas. In 2013, SAIC Iveco Hongyan transformed its marketing efforts from preaching to interactive, and made positive contributions to sales growth by deepening the user community and getting closer to users.
The sales volume of Bei Ben is more focused on solid foundations. Its marketing work guidelines in 2014 mainly include the following aspects: Actively and steadily solving the issues left over by history, restoring the confidence of manufacturers; Focusing on optimizing and adjusting the marketing network system to maintain the northern market At the same time, the company will focus on expanding the southern market. It will focus on the user as the center and dealers as the link. It will seize the mainstream market with products and services as its support and focus on market segments. With the market as the traction, it will strengthen internal management, deepen internal adjustment, and control Market risk, fully support marketing efforts.
After all, the capabilities of the manufacturers are limited. The marketing work can not be separated from the distributors scattered throughout the country. Therefore, the management of dealers is also an important part of the marketing work. It is not difficult to find out the policies of various manufacturers on distributors. “Strain marketing†and “differentiated authorization†are practices adopted by many companies.
In 2013, Liberation deepened the marketing of its products, launched network-level management, and improved its network marketing capabilities. The first and second tier cities launched a number of authorized trials in the same city to achieve intensive cultivation of the market. In 2014, SAIC Iveco Hongyan continued its efforts in the areas of network differentiation authorization, integration of online sales services, moderate scale of network development, and balanced network structure.
In terms of services, the manufacturer's measures are quick, responsive, complete, and thoughtful. In 2013, Liberation deepened the connotation of the preventive maintenance system, promoted rapid maintenance projects, optimized rescue work flow, implemented online guidance of service technical experts, and improved the supply of spare parts systems; it carried out many activities to promote users' use Car, keep a good car.
In 2014, Shaanxi Automobile established a brand-new expert service position. Through professional product configuration, experts help users to select the most suitable good products, and through solution designers and Tianxingjian team management consultants, etc., to provide users with more convenient Financing, consumer credit, financial leasing, Internet services, etc.
Provide users with a complete set of systematic service solutions such as insurance, affiliation, and supply, forward-looking services and concepts to meet customer needs and expectations; truly achieve pre-sale customer financing when choosing cars to optimize the allocation and test drive, car financing Safeguards, intelligent management during operation, and replacement of used cars at the time of transfer.
In 2014, Beiben will settle the unresolved service fees in batches and in batches; strengthen training, conduct special training and technical training in large areas, establish training systems, processes, and working methods; revise service policies; and study and adjust maintenance man-hours, Service policies such as expense standards; further shorten service response time; formulate and implement key vehicle service guarantee schemes; cooperate with core large-parts companies to achieve resource sharing; increase visits; and further guarantee supply of spare parts.
The joint trucks put forward "partner-style" services to address the issues of inadequate parts and service response in after-sales services, further emphasizing the importance of after-sales services. To be customer-respected, solve the problem first, and then pursue the cause of the system.
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