In 2012, the heavy truck market fell rapidly for the second consecutive year. Will the industry's new army still survive in the big waves? In particular, can a joint truck that focuses on high-end routes continue to stick to it?
With these questions, the reporter recently interviewed Liu Bo, chairman of the joint truck marketing service company.
Market growth of 5% in 2013 Combined truck opportunities remain
"2012 is the first year that Union Trucks truly entered the market." Liu Bo said at the joint truck business conference held on December 19.
It is reported that Jirui United Trucks expects to sell 3,000 vehicles in 2012. Compared with mainstream heavy truck OEMs in the same industry, this sales volume is insignificant. However, in 2012, the heavy-duty truck market was down by 30%. With major overcapacity in major OEMs and extremely fierce market competition, it is not easy for a joint truck to achieve such a result.
Liu Bo predicts that the sales of heavy trucks in 2012 will be about 610,000 units. In 2013, the heavy truck market situation is still not optimistic. It is expected to increase by 5% year-on-year to 640,000 vehicles.
“First of all, the continued weakness of the macroeconomy will lead to a slowdown in the heavy truck market. Second, the heavy truck industry has a trend towards centralization, which is not conducive to the development and growth of the heavy truck New Army; more and more domestic heavy truck joint ventures, domestically produced The competition in the high-end heavy truck market is further intensified; in addition, the inventory in the heavy-duty truck market is still huge, and the price war may continue. In addition, policy changes such as overriding governance and emission upgrades will bring difficulties to heavy-duty truck companies, Liu Bo believes.
Although the heavy-duty truck market in 2013 is difficult, he believes that there are still certain opportunities for joint trucks.
"In 2013, the sales volume of LNG heavy trucks will double," said Liu Bo. With the country's requirements for energy conservation and environmental protection, demand for LNG heavy trucks as a clean energy source will continue to flourish. Since 2009, the joint truck has positioned its strategic focus on LNG heavy trucks. "The company has invested a lot of resources and strives to make joint trucks the first brand of domestic LNG heavy trucks in the next three years."
According to Liu Bo, the joint truck has a rich product line of natural gas products, including tractors, mixers, dump trucks, and special-purpose vehicles, which cover 260-440 hp. In addition, Jirui LNG heavy trucks equipped with Yuchai's 13-liter 6K13N engine were launched in 2012, filling the gap in the domestic high-end LNG vehicle market.
Based on the above judgment, Liu Bo believes that although the growth of the heavy-duty truck market will be slow in 2013, the favorable performance of the LNG market will greatly benefit the joint truck sales increase.
In addition, the adjustment of the joint truck network has also laid a solid foundation for its 2013 strategy implementation. According to Zhang Zhiguo, deputy general manager of United Trucks Marketing Services Co., Ltd., the joint trucks quickly adopted the reorganization of the dealer network in the first quarter through the new distributor's joining policy. “As of the end of November 2012, the joint truck eliminated 23 dealers, rectified 35, and newly developed 52 dealers. At present, there are 130 dealers and 8 special vehicle sales networks. After a year of rectification, the current joint The average sales volume of single truck dealers increased from 6.4 cars in 2011 to 23.1 cars.â€
Adopt a centralized strategy Mainly LNG and high-end heavy trucks
“The key customers we focus on are mainly medium-to-high-end customers and major industry customers in the segmentation structure of the logistics industry.†Liu Bo has positioned key customers and will launch a centralized corporate strategy next year.
"In 2007, Union Trucks will select 10 key industries such as energy transportation, port container transportation, city waste transportation, railway/road sand and gravel transportation, coal transportation, bulk cargo flow, and commercial concrete transportation." Liu Bo said that the company will According to the target market of each industry, 10 key provinces and districts will be determined, and then five core areas with channel advantages will be selected.
In addition to the centralization of the market, the joint truck has also formulated a centralized strategy for products. In 2012, the joint trucks identified 56 basic models, of which 7 were mainly car models, and the product concentration reached 41%. Among these, LNG vehicles and K12 series accounted for a large proportion.
The reporter learned that the joint truck has newly launched the K12 series heavy truck in 2012 and will gradually exert high-end market forces in 2013. “In the K12 heavy truck new product promotion campaign launched in the second half of 2012, the joint truck launched a total of 11 K12 models. This high-end heavy truck equipped with a 12-liter Yuchai engine has been widely acclaimed in Guangdong, Anhui and Xinjiang.†Liu Bo said.
According to him, the joint truck will focus on the development of LNG product series and K12 high-end product series in 2013. Among them, LNG vehicles will account for 31% of sales target, and K12 will account for 12.8%. "The combined truck's sub-model target is 3,500 tractors, 2,500 dump trucks and 2,000 trucks, of which 2,500 are LNG heavy trucks."
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