Degradation under the bad market 2016 heavy truck enterprises main business and practical calm tone


Pragmatic, calm, and grounding gas are the keynotes of the 2016 major heavy truck business conferences.


At the end of each year and the year of the year, it is a centralized date for major heavy truck companies to hold business conferences. Each company will review the sales performance of the previous year and set the sales target for the next year. The business conference in 2016 was a pragmatic, steady, and grounding style without exception because of the bleak overall market in 2015. The heads of companies pointed out the shortcomings in 2015 and proposed solutions based on their shortcomings. They analyzed the market situation and pointed out the direction of development for dealers. "Automotive Observation" reporter once joined the business conference, the deepest impression is: sales of the top companies can not be taken lightly, in the consolidation of market share at the same time, want to eat more of the market cake; sales of companies ranked behind, analysis Reasons to find a way to come up with a ready-made situation to prepare for a turnaround in 2016, to recapture the territory being divided. A war filled with smoke has already started at the end of 2015. It is expected that the heavy truck market will be even more tragic in 2016.

This is the worst time and the best time. The more gloomy the market environment, the more the best time for companies to cultivate and settle. After being tempered by the heavy truck market under the new normal, China’s heavy truck companies have already developed a strong ability to fight. Then, in the 2016 business conferences, what commonalities were conveyed?

Transformation of December 9, 2015, a theme of "strong transformation, farming segment, the customer, to enjoy the future," the Shaanxi Auto heavy truck business in 2016 will be held in Xi'an, which opened the 2016 Shaanxi Auto "transition" The prologue thus opened the prelude to the "transformation" of the heavy truck industry.

In 2015, China's annual sales of heavy trucks were 546,800, a year-on-year decrease of 27% and a net reduction of 197,000 vehicles. The tractor sales accounted for more than 50% of sales, while dump truck sales accounted for less than 10%. In 2015, due to the lukewarm Chinese coal transportation market and the heavy downturn in engineering-related heavy truck sales caused by the downturn in the real estate industry, heavy-duty truck companies that used dump trucks as their battlefield had a hard time for them. Transformation is the focus of the business conference.

In addition to Shaanqi, Shanghai Heavy, Hualing, Sichuan Hyundai, and other heavy-duty truck companies have proposed transformation requirements.

On January 9, SAIC Iveco Hongyan Commercial Vehicle Co., Ltd. held a 2016 business conference in Chongqing with the theme of "innovation, transformation, and mutual benefit."

From January 18 to January 19, Valin Xingma Automobile Group held the 2016 Business Conference with the theme of “transformation, upgrading, structural adjustment, innovation and development, cooperation and win-win” in Maanshan.

On January 11th, at the Sichuan Modern Business Conference held in Xiamen, Chairman Sun Zhentian made a keynote speech titled, "Strongly Transforming, Renovating All-Round, and Struggling to Create a New Driving Force for Sustainable Development in Sichuan Province."

<br> <br> analysis under the worst ever market backdrop, the former top ten heavy truck companies are unable to complete the 2015 sales target, so the annual Business Conference 2016, without exception, there is no celebration, only to reflect on And analysis.

FAW Liberation repeatedly raised the issue of "slow" and set up a brand marketing department to speed up the response.

Shaanxi Steam pointed out that “In the unfavorable environment, Shaanxi Automobile did not see the market demand in the growth regions, so it missed the opportunity to seize the market.” For this reason, Shaanxi Automobile proposed a “strong transition” strategy, and at the same time, intensified Seizing the market's "bullets", Shaanxi Automobile set up a truck-loaded project team and subdivided its models. At present, it has more than 30 models subdivided into the market for dumping, hauling, cargo loading and cooling. Chains, transportation, and other industries focused on the introduction of different models for efficient logistics transportation and achieved initial success.

Shang Yihong raised the question of “experiential marketing is not enough”, because the wine is also afraid of a deep alley, this, the red will expand the scope of experiential marketing, good products to let more users know, general manager Yang Hanlin will personally Manage marketing and completely solve the problem of slow efficiency. In order to better cope with the rapid development of the efficient logistics transportation market and the status quo of tractors becoming mainstream models, in 2016, Shang Yihong will also launch new Jieshi and Jecke tractors.

In addition, Valin Xingma sales person in charge said that before the coal transport market 6 × 2 models, the degree of emphasis is not enough, missed the opportunity of this market segment, and this year, Valin will focus on expanding this market; JAC in the business The conference has repeatedly stressed that marketing methods that come from customers who come to the office, for example, do not work. Under the more intense competition, it is necessary to continue to deepen the marketing model. Only by taking the initiative to go to the market and actively serve customers can we achieve a breakthrough; Beiqi CNHT recognizes that the current transformation is still far from enough, in order to better respond to the rapid development of efficient logistics transportation market and the status quo of tractors becoming mainstream models. This year, Beiben Heavy Duty Truck will launch the V3ET tractor.

For this reason, each company announced its sales target for 2016, diluting sales, and valuing market share, and set a relatively rational target. For example, SAIC Iveco Hongyan proposed that the market share in 2016 should increase to 3.7%; FAW Liberation announced that in 2016, the market share of medium- and heavy-duty trucks will increase by 0.8%.

"Tractor"
rise heat <br> <br> electricity supplier, with the express logistics hot car, the 2016 Business Conference various heavy truck companies are staged on the "tractor" hot. In 2016, there are still logistics truckers and they are in a position of being in the world.

Cai Dong, general manager of China National Heavy Duty Truck, pointed out that China National Heavy Duty Truck Co., Ltd. must have a balanced development in 2016. While maintaining the advantages of the construction vehicle industry, attention should be paid to the logistics vehicle market. Therefore, in 2016, the launch point of China National Heavy Duty Truck is still the tractor and truck market. “We have the only domestic 540-hp domestically-manufactured tractor. In the future, the long-distance truck market will show the trend of high horsepower product demand.” Heavy-duty truck not only saw the potential of 2016 high-powered high-end long-distance truck market, but also The market was laid out.

“Shaanxi is able to make trucks! We can do a good job! And we do a good job!” Shaanxi Automobile Deputy General Manager Zhou Yinchao shouted Shaanxi Gas's confidence at the annual business conference.

With the rapid expansion of high-speed logistics, the FAW liberation series of road tractors has gradually become the overlord of the North, and one overlord has not taken it lightly. At the business annual meeting, high-powered tractors were exhibited, highlighting the ambition to divide more markets. . The official launch of the classic 500-horsepower 6X4 series J6P tractors by FAW will be a powerful “stepping stone” to open the southwestern market.

Directly pointing out their own problems, analyzing problems, and learning the strengths of competitors, and modifying their own weaknesses, China's heavy-duty truck companies under the bad market practices cultivated the determination and confidence of enterprises, compared with the great leap forward during the hot period of the market, blindly boasting, China The heavy truck industry has already gained valuable growth. I believe that after the baptism of Chinese heavy truck companies in the good market, will be more solid, more comfortable.

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