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Under the background of the declining macroeconomic situation and the slowdown in market sales, the truck market, which is known as the "national economic wind indicator," is unreliable. According to the latest statistics from the China Automobile Association, the sales of heavy trucks in the first half of the year have fallen by over 30% year-on-year, and that of the China Card has fallen by nearly 10%. Even if the former high-growth light-duty trucks decline by more than 5%. In the face of declining sales, how should truck manufacturers respond?
On the afternoon of the 4th, after the light rain, Zichuan Zichuan Industrial Park had no summer heat and the southeast wind sent a rare cool. Standing on the office building of Shandong Tang Jun Ou Ling Automobile Manufacturing Co., Ltd. (hereinafter referred to as “Tang Jun Ou Lingâ€), the large factory area is particularly tidy after the rain. As the first-line brand in the domestic truck market, Tang Junou Bell's first-half performance in the first half of the year has increased significantly, by more than 15%.
“The reason why the company can reverse the market development is due to the adjustment of the company's 'upward and downward' development – ​​“adding high-end light trucks and expanding the business of micro-cards.†On the 4th, Tang Jun Ou Ling, Chairman of the Board of Directors Xue Xingzhen said in an interview with the Economic Herald. The slowdown in economic growth and macro-control policies have a significant impact on the truck market. However, the acceleration of new rural construction, urbanization, and the implementation of a series of national preferential agricultural policies continue to lay the foundation for the growth of light-card and micro-card markets.
In the face of weak market conditions and “bad†policies, it is advisable to adjust the structure in a timely manner. For Shandong where Futian, Panthers, Dongfeng, Kama, Jianghuai and other light truck giants are all located in succession, the break-through of Tang Jun’s European bell is representative.
The micro-card's decline in production and sales has become the key word for the truck market in the first half of the year.
With the intensification of real estate control policies and the gradual slowdown in economic growth, the heavy truck industry will bear the brunt of the decline in performance across the board. Both China Cards and light trucks have also been affected. According to the data, in the first half of the year, the national sales volume of heavy trucks was 371,600 (including semi-trailer tractors and non-integrated vehicles), a year-on-year decrease of 31.62%.
Among them, the industry's "three strong" Dongfeng, China National Heavy Duty and FAW, sales were 80,100, respectively, 65,600 and 61,800, a year-on-year decrease of 29.15%, 30.74% and 29.03%; China Card sales of 139,900, This was a year-on-year decrease of 8.83%; light-vehicle sales were 95.58 million units, a year-on-year decrease of 6.53%.
The micro-card, the only one of the four trucks, maintained a positive growth. Sales in the first half of the year reached 279,900, an increase of 5.92% year-on-year. Among them, Dongfeng, SAIC-GM-Wuling, and Foton, which are the “Three Micro Cards,†sold 62,500 vehicles, 62,100 vehicles, and 56,77,000 vehicles, respectively, an increase of 12.23%, 49.33%, and 14.70% year-on-year respectively. In the overall gloomy truck market, such excellent transcripts of micro-cards are indeed "eye-catching."
"Actually, the downturn in the truck market has been apparent since last year." Xue Xingzhen said that the truck market, which is accustomed to the mad sales of trucks, bid farewell to the policy of "cars going to the countryside" on December 31, 2010, together with policies such as temporary operating licenses and fuel consumption identities. Threshold restrictions, last year's production and sales have been "staggered."
In the face of the downturn in the market, car dealers have played a "price reduction card," but the double drop in sales and prices has also lowered the profits of car companies.
“The pressure on the development of the truck industry is considerable. In 2009, the central government’s 4 trillion investment and the frequent economic stimulus policies of local governments contributed to the boom in the truck industry. However, a considerable portion of purchasing power was advanced in advance.†On the 5th, the long-term concern for the light truck market Wang Chen, director of the Shandong Development Center for the International Financial Managers Association, said that after the "feast", many truck manufacturers are facing "growing upsets."
Refining the market In the face of the overall downturn in the industry, why did Tang Jun-Europe go against the market?
"Transformation requires timely adjustment of the structure." Xue Xingzhen said that in terms of market segments, the impact of high-end light-card and micro-card markets is relatively small: the transformation and urbanization of large-scale old villages have made ordinary people have more money, and It guarantees the purchasing power of light trucks for a long time to come.
"With the changes in demand and purchasing power, the current market segment has also been redefined." Xue Xingzhen said that with the implementation of weight-based charging and the implementation of the National III emission regulations, the light-card consumption trend has begun to shift from the low-end economy to the large-tonnage power. The transformation of high-end models with strong, high-speed and heavy loads is mainly suitable for inter-city long-distance transportation. The demand for medium-sized cards in the second and third-tier markets is gradually being replaced by high-tonnage light trucks that are configured with high fuel consumption. High-end and large-tonnage light trucks are becoming increasingly popular, with high-end light trucks increasing at a rate of 25% each year, and this market has higher profits.
At the same time, with the improvement of technology, micro-cards have replaced some low-load light trucks. The chassis structure of the micro-cards and light trucks is similar, and the frame, front and rear axles are more robust and strong, with outstanding cargo carrying capacity and cost performance.