Heavy truck market is more optimistic about upgrading the heavy truck market in 2007

Recently, most domestic heavy truck companies announced their 2007 production and sales plans. Some companies announced to the outside world in late 2006 to demonstrate their sales growth in 2006 and their ambitious ambitions in 2007.

In 2006, the domestic heavy truck market was better than in 2005, and the heavy truck market in 2007 was more optimistic. Heavy truck companies have also risen, raising their own production and marketing plans. Behind these exciting production and sales figures, we have seen that this year's domestic heavy-duty truck market is likely to see more production than sales.

After the “blowout” in 2004 and the adjustment in 2005, a total of 307,296 vehicles were sold in the national heavy truck market in 2006, an increase of 30.55% over the same period of last year. Many authoritative analysts in the heavy truck market believe that due to the three factors of fixed asset investment, vehicle renewal, and export growth, the demand for China's heavy truck market will continue to increase in 2007, and the total demand for the heavy truck market will be approximately 330,000, an increase over 2006. 30,000 vehicles.

In 2007, FAW Liberation’s sales volume increased by 25,000 vehicles compared to last year, and Dongfeng Motor increased its sales by 15,000 vehicles. China National Heavy Duty Truck produced and sold 80,000 vehicles, an increase of 20,000 vehicles over last year. Shaanxi Automobile produced and sold 50,000 vehicles, an increase of 17,000 vehicles over last year. North Mercedes-Benz produced and sold 15,000 vehicles, an increase of 5,000 vehicles. The production and sales targets proposed by JAC and Hualing have almost doubled. Although Beiqi Futian and Chongqing Hongyan and other enterprises did not announce their production and sales plans, they said they would also see some growth.

The increase in the number of heavy trucks in these companies alone this year is about 90,000 vehicles, far exceeding the 30,000 increase forecasted by analysts. If these companies' production plans are implemented, then this year's heavy truck market will see a situation where supply exceeds demand. In addition, after several international truck giants carefully explored the Chinese market in previous years, they also said that they would have to exert full force in the Chinese market this year to seek greater market share. It can be said that the competition in the domestic heavy truck market will be even more fierce this year.

Multiple ways to compete for market

In order to respond to the rapidly changing market and fierce competition, domestic heavy-duty truck companies do not dare to entrust large companies. From product research and development, launch, marketing to follow-up services, heavy truck companies will pay more attention to the role of the value chain this year. Around this value chain, heavy truck companies will use a variety of ways to compete for the market and strive to achieve their own production and marketing plans.

From FAW Jiefang Aowei, Dongfeng Tianlong, Shaanxi Automobile Deyu and New DeLong 2000, Futian Auman ETX, and Valin Euro heavy trucks to China National Heavy Duty Truck Co., Ltd., the main products of mainstream companies will compete against each other. .

While relying on flagship products and strengthening service guarantees, a variety of marketing methods will be reflected in the heavy truck marketing battle. In recent years, truck marketing has gradually been on par with cars. Price wars, experiential marketing, loans for car purchases, brand offensives, prize promotions, test rides, and rebates and other marketing methods will appear more in the heavy truck market this year. At the same time, domestic heavy-duty truck companies emphasize the role of dealers, and continue to reward outstanding dealers.

Export has become a bright spot in China's auto industry in recent years, and this year's exports will help the heavy truck companies achieve their expected goals. Many companies see the overseas market as very important. In February 2006, China National Heavy Duty Truck Chairman Ma Chunji went to the Middle East to sign a contract with Iran for the export of 10,000 heavy-duty vehicles. In 2006, 600 Foton heavy trucks headed for this new market in Saudi Arabia. Also in 2006, Hualing, which was still in the stage of “not very large export volume and overseas market development is not complete”, won 1,000 large export orders from Algeria. The heavy-duty truck brand that Jianghuai Gefa had not listed for a long time is also gearing up, eager to try and plan a share in the international market.

Sales figures should not become

The ultimate measure of business performance

For the 2007 production and sales plan, almost all heavy truck companies have stated that they are based on a deep understanding of the market and the combination of the company's own strength.

Analysts believe that the sum of sales targets set by each company must exceed the market demand. Not every company can complete the production and sales plan. Some enterprises that have not announced their own production and sales plans may lack confidence.

Some experts pointed out with concern that in recent years some domestic companies, not just heavy-duty companies, have placed product sales on the top position of corporate development, unilaterally pursued market share, and deliberately emphasized the role of numbers. This phenomenon is not a good thing for the development of the heavy truck industry.

Experts reminded the Chinese auto industry to bid farewell to the era of good or bad business performance measured by sales volume. The number of sales is important, but the growth based on quality and efficiency is more important. We must not only be quick, but also be good and fast. The formulation of production and marketing plans should also be more rational.

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