There was a fate unthinkable for the combined trucks that had high-profile attacks on the domestic heavy-duty truck market. According to the 2011 first-half performance report released by CIMC, CIMC’s heavy-duty truck projects received more than 1,000 vehicles in the first half of 2011. Order. However, an insider close to the combined truck revealed that the joint truck has been downline so far. In addition to the 1,000 orders from CIMC, the sales volume has only double digits. The sales target set by Union Trucks in 2011 is 12,000 units. The grand goal of 3.6 billion yuan in sales revenue is huge.
Chery, which has a place in the domestically-manufactured sedan market, believes that through the joint venture alliance with CIMC, it will eventually be able to realize the plan to enter the commercial vehicle sector, and it will be able to share a share in the high-end heavy truck industry that is still blank. However, Chery, who desperately wanted to demonstrate his talent in the commercial vehicle field, did not expect that the positioning of high-end joint trucks would be untimely since the U460 was officially offline.
In December 2010, the joint truck marketing service company said that the joint truck was to be a truly global high-end truck and could compete with Mercedes, Volvo, Scania and other brands. Products, establish brand advantage in high-end market. It only takes six months and the market will verify our success or failure.
Although the senior truck unit believes that as long as the strategy is in place, it is entirely possible that high-end integrated trucks can achieve mass sales in the vacuum area of ​​450,000-700,000 yuan. However, in the past six months, the joint truck has not only won the favor of the market, but the sudden heavy truck market has made this Sword high-end heavy truck recruit into trouble.
In the first half of 2011, sales in China’s heavy-duty truck market fell sharply year-on-year. In the first half of 2011, China sold 543,000 heavy trucks, a negative growth of 7.04% year-on-year. With the official implementation of the “Road Safety Protection Regulationsâ€, the heavy truck market has further reduced its decline. According to statistics, in July 2011, domestic sales of heavy trucks were approximately 47,900 units, down 31.8% from the same period of 2010. From January to July 2011, total sales volume of heavy trucks was approximately 591,300 units, a year-on-year decrease of 9.6%, setting a heavy truck market in recent years. To accumulate a new year-on-year decline.
Affected by this, since the joint truck was put on the market since the end of 2010, sales have been difficult to open up. In addition, it was learned from the joint truck dealers in the north of the United States that the sales of the joint trucks in the first half of 2010 were very bleak. The dealer stated that it was too little sales and it was not worth it. Many people imagine that the second half of the year has improved. In fact, the second half of the year may be even worse.
In order to verify this statement, it was tried to confirm through the China Automobile Association, but it was found that there was no data from the combined truck. Afterwards, the person in charge of the brand promotion department of Jirui United Trucks Marketing Co., Ltd. learned about this, but the other party stated that it was only responsible for the company's brand matters and it was unclear about the sales data.
At the beginning of the joint heavy truck debut, some industry analysts pointed out that in the mid-to-high end heavy truck sector, there are many brands such as Dongfeng Commercial Vehicle, China National Heavy Duty Truck, FAW Jiefang, Shaanxi Automobile, Futian Auman, SAIC Iveco Hongyan and other brands. Competition, in addition, Jianghuai, Beiben, Valin and other second and third-tier brands have also made frequent efforts, joint trucks want to come to the fore, it is not easy.
On the other hand, at present, there is a high market concentration in the domestic heavy truck market. The market share of the top 6 market is over 90%, and the market share of more than 60% occupied by Dongfeng Commercial Vehicles, China National Heavy Duty Truck and FAW Jiefang Group is unlikely to be short-term. be broken. Fukuda, Shaanxi Auto, and Hongyan are also making strong efforts. In addition, as the top five heavy-duty truck companies in China have further expanded their production capacity, the market space for joint trucks will be further squeezed.
An industry insider who participated in the joint truck project's early-stage market and product development research believes that the combined truck's 2011 sales target is 12,000 units, and sales revenue is 3.6 billion yuan. It is determined to create a brand new platform and the new platform will be listed first in heavy trucks. The annual sales target of selling over 10,000 records was unrealistic at first.
At the beginning of its entry into the market, Futian Auman’s sales target was 550 units in the first year, 3,500 in the second year, and 5,000 units in the third year. A new recruit entering the heavy-duty truck field will produce 10,000 cars in the first year, and its real possibility is only one ten-thousandth. If we only blindly expand the distribution of goods from the completion of the sales target, the fronts will be too long and too wide, and there will be no mature and supporting after-sales services. This is extremely dangerous for a new entrant. If joint trucks do not make timely practical and realistic adjustments to their sales targets, the failure to complete the ambitious target plan in 2011 will have a significant negative impact on the company and its brand image.
The tune of the joint truck is set very high, and the pool of resources is also very good, but from now on, the advantages of the alliance have not been able to play in the market. As for the reasons for the unfavorable situation of joint trucks, the industry believes that currently the heavy truck market's recognition of new brands is very low, especially for the customers of high-end modified vehicles. The choice of brands is very cautious. As a new brand, joint trucks have not gained market recognition. .
In fact, the heavy-duty truck industry is a very complicated market. Having done a car, it may not be able to do a heavy truck well. Globally, heavy trucks are an industry with a high threshold, and not only good parts can do a good job. At present, the domestic market of 500,000-800,000 yuan is indeed a blank space. Joint trucks have seen this opportunity, but differentiated marketing requires deep technical support and in-depth investigation of users. At present, the quality and marketing concept of the joint truck product is still difficult Meet the needs of high-end customers.
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