The Beijing auto show has just ended, but the distant waters of the auto show do not understand the thirst of the terminal market. In the first half of the year, the heavy-duty truck market has been advancing rapidly and has become the fastest growing category in the automotive industry. At the same time, Dongfeng Tianlong, Liuzhou Auto Balong 507 and Liberation J6 have emerged as independent high-end heavy truck brands, leading the leap-forward upgrading of heavy truck products. However, some industry experts pointed out that with the influence of exports and investment, the product upgrade requirements for heavy-duty trucks will be more high-end and more internationalized. At the same time, the second half of the year will be accompanied by an increase in domestic macro-control efforts and the emission policies of China National Automobile Group III. Execution, heavy trucks may be unsustainable, which means that the capital used for high value-added R&D will be affected.
Import and innovation: unique advantages of heavy-card hybrids
Differences in consumption concepts and policy guidance between domestic and foreign heavy trucks have led to an increase in the cost-effectiveness of imported models abroad and that of domestic consumers. According to Li Chunbo, senior researcher of CITIC Securities Research and Consulting Department, people who buy heavy trucks are very cost-effective. Currently in China, the high-end heavy truck market will not be very big. This is an inevitable result of the market.
In the first quarter of 2008, Dongfeng, the mainstream manufacturer of self-owned brands, improved Tianlong's spectrum, emancipated and promoted J6, and Liuzhou Automobile Balong 507 in mass production. With weighted fees and the advantages of Sino-foreign cooperation, the company has initiated more challenges to the original market leader Steyr. Liberation of Aowei, Dongfeng Tianlong, and Liuzhou Automobile Balong have gradually gained a firm foothold in the market with their products with Chinese and foreign advantages.
Persons of Dongfeng Commercial Vehicle think that after the Balong 507, Dongfeng Tianlong and other products entered the heavy-duty truck market of over 15 tons, heavy trucks, Shaanxi Auto, Hongyan and other heavy Castel companies have reduced market share, and their market Shares began to be divided by new forces.
According to Minister Huang Chunhua of Liuzhou Automobile Marketing Department, after Dongfeng Tianlong's successful launch of Dongfeng Tianlong in 2006, Dongfeng Liuzhou Automobile Co., Ltd. developed the Balong 507 European route with the goal of “domestic European carsâ€. No matter which manufacturer's technology in China does not have the absolute ability to "one company alone," the nature of heavy trucks that belong to means of production also requires the use of personalization and personalization. Therefore, those products in the heavy-duty truck industry that have cohesive Chinese and foreign advantages will be more promising.
In recent years, China’s heavy trucks have become more diversified in their technological sources. Dongfeng Tianlong "body" has the technology of Nissan Diesel, J6 heavy truck is the design of cooperation between FAW and the Italian company, a variety of technology sources help domestic heavy truck companies to produce products more suitable for user needs.
The technical level of Liuzhou Auto has already implemented the strategy of international development and adheres to the principle of “introduction, digestion, absorption, and innovationâ€. Dongfeng Liuzhou Automobile Co., Ltd. fully utilizes the advantages and resources brought about by Dongfeng-Nissan cooperation, continuously innovates and develops, and establishes its own brands in the fields of passenger cars and commercial vehicles. Balong 507 implements the principles of “introduction, digestion and innovation†and domestic and international Professional institutions develop jointly high-end heavy trucks with international DNA.
Experts believe that strong companies such as FAW, Dongfeng and Liuzhou have entered the heavy truck market in China and have a great influence on the heavy truck industry. Chongqing Kairui Automobile Sales Co., Ltd. Manager analyzed that FAW and Dongfeng have a long history and strong power. At present, the proportion of FAW, Dongfeng and Liuzhou in the heavy truck market is still relatively small, but as they continue to improve their products, coupled with their products have many advantages both at home and abroad, will quickly enter the market in the field of heavy trucks .
Opportunity or Threat: Increased Macroeconomic Control
Heavy trucks, as a means of production, have a large correlation with the growth rate of investment in fixed assets across the society. Therefore, for a long period of time, “the lack of weight and lightness†is the most vivid description of China’s commercial vehicle industry until 2005. After the year, with the improvement of China’s expressway network, the gradual deepening of the country’s infrastructure, and the reduction of logistics costs for logistics companies, some high-powered, environmentally friendly, and profitable mid-to-high-end heavy trucks have emerged in the market, especially since 2006. Since the beginning of the implementation of toll-by-weight, the heavy truck market has experienced a blowout. In 2006, the sales of heavy trucks increased by 30.55% compared with the same period in 2005, while in 2007 the sales of heavy trucks increased by 58.64%% compared to the same period of last year.
The enormous expansion of production capacity and the adjustment of market demand have spurred product upgrades, and manufacturers can also use more capital to invest in product design and R&D. The Steyr technology that used to dominate Jiangshan for 20 years no longer stands out. Dongfeng introduced Dongfeng Tianlong using Nissan Diesel Technology, Liuzhou Automobile introduced the Balong 507 using European technology, and liberated its own J6 to become a new force for China's heavy trucks. Representatives of high-end heavy trucks, together with high-end heavy trucks such as HOWO, ST Auto, and HT T, developed by the Steyr technology platform, promoted China's heavy trucks to enter the stage of “high-end comfort†from the “common practical†stage. .
Since the beginning of this year, there have been major changes in the factors affecting the commercial vehicle market. The country’s macro-control efforts will be strengthened. Stable fiscal policies and tight monetary policies will be implemented. This will mean that the business climate will be reduced and commercial vehicle demand will decline. . At the same time, on July 1 of this year, commercial vehicle country III emission standards will be enforced nationwide. This will increase the cost of each heavy truck by at least 20,000 yuan, plus the continued rise in raw materials such as steel and rubber in recent years. Relieving pressure with price hikes has already become a foregone conclusion, leading to the early release of commercial vehicle sales. Many companies have said that in the first half of this year, almost 60% to 70% of all annual sales tasks were completed. Various unfavorable factors have come one after another. Industry experts have estimated early in 2008 that the total trucks will fall by 5% to 10% this year. The total market for medium and heavy trucks will drop by about 20%, and the cost of commercial vehicles will increase significantly. Some low-end vehicles will be forced to exit the market under the National III standard.
Pressure and Power: Internationalization Inevitable
At present, various multinational companies have reshuffled the entire automobile industry, especially passenger vehicles, through joint ventures, holdings, etc. The heavy truck can be regarded as the last cake in the field of commercial vehicles and has increasingly attracted world attention. Last year, Volvo Group's global sales revenue reached 89.4 billion yuan, which was mainly attributed to the acquisition of Nissan Diesel Engine Company in Japan and the holding of Shandong Lingong in China in 2007. At the Beijing Auto Show, the newly formed SAIC Iveco Hongyan Commercial Vehicle Co., Ltd., a joint venture between Italy Iveco Commercial Vehicles Co., Ltd. and SAIC and Sinotruk, has launched a series of high-end heavy trucks with a high profile. Its determination to develop heavy-duty trucks is self-evident.
On the other hand, with the narrowing gap between China's trucking companies in R&D capabilities and manufacturing processes and the gap between Europe and the United States, only the Chinese heavy trucks with 1/4 to 1/3 of the heavy truck prices in foreign countries have obvious cost/performance advantages in Russia, the Middle East, and In Southeast Asia, North Africa, West Africa, Central and South America and other countries and regions, the export efficiency has increased significantly. It is estimated that from 2008 to 2010, the average annual growth rate of heavy truck exports in China may exceed 50%. Therefore, it is not difficult to see that internationalization will become the only way for all Chinese heavy truck manufacturers.
Opportunity is a challenge, and stress is power. The heavy-duty truck industry is undergoing an industry adjustment and product upgrade that has huge cost pressures and severe conditions. In the long run, high-value-added heavy trucks will be more competitive globally, and inevitable international competition will be given to us. The issue that will be brought will be the start, that is, to synchronize with the world.
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