From the groundbreaking of the Brazilian Industrial Park to the brand value of 3.8 billion yuan for the first time among the Hurun brand list, everything seems to underscore the stage of the strategic transformation of the Chery brand. The Juri Union Truck, which has been quiet since its launch at the end of 2010, has recently made a high profile appearance again. Chery, which was severely and continuously weakened by the declining domestic passenger car market, has aggressively expanded its commercial vehicle business in recent years. Sword refers to the high-end heavy truck market.
Sword heavy truck
On July 22nd, 2011, on the LED screen of the Chinese Film Museum's hall, a shocking Transformers video was broadcast. After it was launched at the end of 2010, the Juri Union Trucks had been silent and unexpectedly used a large-scale SMD ad. Once again entered the public vision.
Jiray Heavy Trucks Marketing Service Co., Ltd. once stated that the joint truck can no longer take the low-end route, and the establishment of the self-owned brand mid-to-high-end heavy truck is an ambition for the establishment of the Swiss Heavy Trucks. This goal has not changed. Chery shouted out that the high-end market is based on the combination of a dream team that is behind CITRI Heavy Trucks: CIMC is China's largest manufacturer of logistics equipment and special vehicles, and Chery is the largest independent brand in China. Automobile manufacturing companies and Yuchai Group are the largest diesel engine manufacturers in China. Shaanxi Fast is China's largest manufacturer of heavy-duty truck transmissions. Fuhua Heavy Industry is China's largest manufacturer of axles. After three years of preparation, in December 2010, Jiru Heavy Trucks officially went offline to join the domestic heavy truck market.
In fact, as early as more than 120 days before the official set-off from CFHI, at the headquarters of Wuhu, Chery has already started the construction of a factory with an annual output of 30,000 heavy trucks and 50,000 engines; in Kaifeng, Henan, The construction of a new production base with an investment of 10 billion yuan, an annual output of 200,000 mini-cars and 80,000 light trucks and mechanical engineering vehicles also broke ground.
As early as 2005, when the preparation of the CFHI project, Chery had already predicted how much room for growth this market would have. In fact, the heavy truck market was only over 300,000 vehicles. There is still enough room in China's heavy truck market. We should satisfy it. At present, the competition in the heavy-duty truck market in China has not yet been fully reflected. In addition, the strength of heavy-duty truck companies still has room for improvement.
The goal of Jiray Heavy Duty Trucks is to make a truly global high-end truck, to be able to compete with Mercedes-Benz, Volvo, Scania and other brands, and to establish brand advantages in the high-end market.
Heavy truck industry is no longer booming
However, reality is always more cruel than ideal. Sword refers to the high-end joint heavy truck, and once it debuted, it encountered Waterloo in the market. The tightening and gradual implementation of a number of policies such as tightened monetary policy, automobile transportation to the countryside, old-for-new incentives and other incentive policies, rising oil prices, vehicle fuel consumption management policies, commercial vehicle access management policies, and production consistency management policies, etc. In the first half of 2011, the sales of heavy trucks in China had a significant decline from the previous year.
According to data from the China Association of Automobile Manufacturers, in the first half of 2011, China sold 543,425 heavy trucks, which represented a negative growth of 7.04%. Among the top nine companies with a market share of 95.28%, a total of 517,733 heavy trucks were sold in the first half of 2011. Declined 7.62%. Among them, the first half of 2010 sales of the FAW Liberation and China National Heavy Duty Truck, the first half of 2011 showed a further decline: In the first six months of 2011, heavy truck sales of heavy trucks was 9.47 million, a negative growth of 19.02% year-on-year. In the first half of the year, FAW’s sales of heavy trucks were only 87,000 vehicles, representing a year-on-year negative growth of 34.13%.
Compared with the 2010 sales and sales that both reached a growth rate of 60%, the heavy truck market in 2011 is experiencing a test of winter. With the formal implementation of the "Road Safety Protection Regulations" on July 1, 2011, the bleak heavy truck market may worsen. In the continuous growth of the Chinese heavy-duty truck market for nearly a decade, there has been a wave-like upward trend. There will be a pause adjustment period every 3-4 years. Therefore, the declining situation in the first half of 2011 is also a normal market adjustment phenomenon. .
As China's heavy-duty truck industry is closely linked with the development of the country's economic situation, affected by the adjustment of regional economic structure in 2011, development and demand across regions have begun to show up. Because FAW Jiefang and China National Heavy Duty Truck are typical partial students, and the product structure is unbalanced, among the FAW liberation heavy trucks, the tractors accounted for about 70%, and the dump trucks in CNHTC accounted for almost 70%. Therefore, affected by the adjustment of the economic environment, regional development is not balanced, and such serious partial divisions as FAW and CNHTC have significant sales impacts. However, in the past, these two companies accounted for almost half of the heavy-duty truck market. With their drastic decline, the entire heavy-duty truck market also showed negative growth in the first half of 2011.
Stimulated by factors such as the adjustment of national policies and promotion of manufacturers, the heavy truck market will have a certain degree of recovery in the second half of 2011. However, the country’s heavy trucks will be severely affected by the overload, and the domestic heavy truck companies will also be affected. Looking ahead for the whole year, the negative growth will be 10% year-on-year. It is also relatively normal.
Sales goals are impractical
Although the joint truck marketing department believes that as long as the strategy is right, it is entirely possible for Jirui heavy trucks to achieve mass sales in the vacuum area of ​​450,000-700,000 yuan. It only takes six months and the market will verify the success or failure of Ji Rui, but People in the industry are not optimistic about the prospect of this heavy truck recruit.
The collection of the heavy-duty trucks is set very high, and the pooled resources are also very good. However, from the current perspective, the advantages of its joint operations have not been able to be used in the market. At present, the heavy-duty truck industry is still a highly saturated state, and the market's recognition of new-born brands is very low, especially for the customers of high-end modified cars, and the selection of brands is very cautious.
The heavy truck industry is actually a dangerous market, and not everyone can mix food. If you do a car, you may not be able to do a heavy truck. Globally, heavy trucks are an industry with a high threshold, and not only good parts can do a good job. Differentiated marketing requires deep technical support and in-depth investigation of users. Ji Rui heavy truck wants to occupy more than 600,000 yuan in the market, the first point is whether it can reach 600,000 km without major repair standards.
At present, the domestic market of 500,000-800,000 yuan is indeed a blank space. Seth Heavy Trucks sees this opportunity. However, whether the product can reach this level and whether the marketing concept has met the needs of high-end customers is worth considering.
It is reported that since the heavy-duty trucks have been off the assembly line, in addition to the procurement of the CIMC Group, the sales volume is likely to be only one hundred. Confirmed by the China Automobile Association, it was found that there was no data collected by the Swiss Heavy Truck. Afterwards, they learned from the person in charge of the Brand Promotion Department of Jirui Heavy Truck Marketing Co., Ltd. However, the other party stated that it was only responsible for the company's brand matters and it was unclear about the sales data. The final response stated that it is not responsible for external publicity, nor is it clear about the specific sales situation.
For Jimei Heavy Trucks, the sales target for 2011 is 12,000 units, sales revenue is 3.6 billion yuan, and the ambition to create a new brand, a brand new platform, and sales of heavy trucks in the first year of listing has exceeded 10,000, and has participated in the collection of heavy trucks. According to industry insiders in the development of the project market and products, a new recruit entering the heavy-duty truck sector will have a production and sales volume of over 10,000 vehicles in the first year, and its realization possibility is only one ten-thousandth. If we expand the distribution of goods blindly only for the purpose of fulfilling the sales target, the fronts will be too long and too wide, and they will not be supported by mature and supporting after-sales services for the time being. This is an extremely dangerous move for a new entrant.
Selling trucks is not selling mobile phones and playing cards. Trucks are going to run on the road. If they are not done well, they will have to be destroyed by cars. Mobile phones and poker will not cause murders. Therefore, it is sincerely recommended that Jirui Heavy Trucks Co., Ltd., while doing a good job of product and brand building, should also make some practical and realistic adjustments to its sales target. Otherwise, if the business policy is insufficient, or the goods have quality objective reasons, The ambitious goal plan cannot be completed in 2011, which will have a huge negative impact on Jitry’s joint truck company and brand image.
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