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In 2016, the first echelon to enter the heavy truck industry is the target of Shaanxi Auto. So, how far is Shaanxi Automobile now from this goal?
In December of last year, Fangde.com reporter interviewed Yuan Hongming, general manager of Shaanxi Automotive Group Co., Ltd. He explained that in the next two years, Shaanxi Automobile must advance to the first echelon of heavy truck industry. After half a year passed, what efforts have Shaanxi Automotive made? In May of this year, Fang Dewang’s reporter once again entered Shanxi Auto, interviewing Zhou Yinchao, deputy general manager of Shaanxi Heavy Duty Truck and general manager of the sales company.
Shaanxi Automobile's original superior product dump trucks open up urban light logistics to make up for short trucks
Shaanxi Auto has always been the leader in heavy-duty heavy-duty vehicles. However, the lack of “medium†and “less light†has always been a stumbling block to Shaanxi's development. In 2012, Shaanxi Automobile's narrow-body vehicle DeLong M3000 achieved a breakthrough, Shaanxi Automobile's overall competitiveness was improved, and its market share continued to increase. However, the "partial division" problem of Shaanqi's product structure has not been completely resolved.
Speaking of the goal of entering the first echelon, Zhou said that Shaanxi Automobile must overcome the problem of partial division in order to accomplish this goal. Now, Shaanxi Automobile's short board lies in trucks. “With the progress of urbanization, trucks will become the main force in the future logistics market. The upgrading of light logistics will be the future development trend.†Zhou Yinchao said, “To enter the first echelon, Shaanxi Automobile's product structure must be adjusted. In particular, it has always been a short-board truck. The company's products must adhere to user needs and market demand, and its market competitiveness will increase."
Zhou Yin told reporters that the sales of trucks in Shaanxi Province for the whole year were very low, and that the existing trucks were not suitable for promotion in 2013. This year, Shaanxi Auto will continue to adjust its product development. For the research and development of new products for trucks, Shaanxi Automobile will abandon the original Steyr and Mannequin platforms, and Shaanxi Automobile's China Card platform will develop Shaanxi Automobile's new truck model. Zhou Yinchao also revealed to reporters that Shaanxi Automobile's new truck has been successfully developed and is currently being tested.
Regarding how breakthroughs will be made in the future of Shaanxi Auto Trucks, Zhou Yinchao said that the marketing focus of Shaanxi Auto Trucks will focus on the cost leadership. We will base on Weichai Group's efforts to investigate market allocation needs and determine target prices based on market demand. It is reported that engines, transmissions, and axles account for 60%-70% of Shaanqi’s product costs. The Weichai Group’s Weichai engine, Fast transmission, and Hande Axle gold supply chain will be It will play a key role in building the competitiveness of Shaanxi trucks.
Zhou Yinchao said that as long as the market share of trucks can account for about 10% of the industry, Shaanxi Automobile has the hope to enter the first echelon.
Understand the competitors to learn Auman Marketing System
For the goal of entering the first echelon, the reporter asked Zhou Yinchao: “Shaanxi is going to enter the first echelon. Is it necessary to surpass Futian Auman first?â€
Zhou Yinchao’s response surprised the reporter: “We cannot say this. Auman is our learning goal. Compared to Auman, Sinosteel and FAW liberation are not our learning goals.â€
For Futian Auman, Zhou Yinchao gave full affirmation: "As Auman's product structure is in line with market demand, Auman's competitiveness in the field of trucks cannot be ignored. In the future, Shaanxi Automobile will learn Auman's market mechanism. Enhance the market response speed from the marketing level, increase the flexibility in handling issues, and strictly require suppliers.â€
Zhou Yinchao also stated that Shaanxi Auto is not only the most important target of Auman, but also Dongfeng Commercial Vehicle Co., Ltd., which is in the first echelon. There are also many places where Shaanxi Auto can learn. “On the sales network, Dongfeng has the strongest strength. And the network is stable. The number of dealers in each city is small, and management is more standardized."
Marketing model is not prosperous The future market is on the rise
Speaking of Shaanqi's strategy at the marketing level this year, Zhou Yinchao said that Shaanxi will explore potential markets based on its superior products, namely dump trucks and natural gas vehicles, and analyze the market in different regions to formulate marketing strategies.
For many of the heavy-card companies choose the "zero down payment", "15% down payment" and other marketing models, Zhou Yinchao said that although sales of Shaanxi Automobile was not optimistic last year, Shaanxi Auto did not dare to blindly advance in the sales model to avoid causing a large number of receivables. Accounts, the formation of marketing risks.
As for overseas markets, Shaanxi Automobile's overseas sales target in 2013 is 20,000 vehicles, and it has now completed 6,000 vehicles, ranking second in the industry. However, due to the fact that the proportion of overseas sales in the sales structure is not large, Shaanxi Auto's first echelon road can be described as a long way to go.
For the market in the second half of 2013, Zhou Yinchao predicted that the heavy truck industry will experience steady development in March and April. With the construction projects in various regions, the second half will show an upward trend. The annual heavy truck sales are expected to increase by 6%-10%. .