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The heavy truck market in the first half of this year was hot. Driven by both policies and markets, the demand for heavy-duty trucks soared, making the production and sales volume of mainstream heavy-duty truck companies in China almost all increased by 100% to 200% year-on-year. Even almost all companies have encountered the same problem: Insufficient production capacity.
However, in stark contrast to the excitement of the domestic market, the export of heavy truck products in China is still sluggish, and the export situation is not optimistic.
Recently, the famous domestic truck expert Gong Yunan said in an exclusive interview with this reporter that from the perspective of heavy truck export volume in the first half of this year, it did not achieve the desired results, and the export market remained sluggish. “However, China’s heavy-duty truck products still have an absolute competitive advantage in terms of cost and price, both now and in the future. Therefore, if we want to be big, 'going global' will be the domestic heavy truck company in the next 5 to 10 years. Important direction of development."
Exports slump
In the first half of this year, domestic heavy trucks sold a total of nearly 590,000 vehicles, which is close to the total sales volume of 640,000 vehicles in the past year. However, there was no significant increase in the export volume of heavy trucks. According to the data obtained by reporters, in the first half of the year, domestic exports of heavy trucks totaled 13,068, dump trucks exported 1,676 units, tractors exported 7,933 vehicles, and exports of other construction vehicles, special-purpose vehicles, and heavy-duty trucks ranged from tens to 1,000 units. Ranging from one vehicle to another.
In the first half of the year, China’s total export volume of automotive products (including passenger vehicles and commercial vehicles) was 750,393, an increase of 55.86% year-on-year, while commercial vehicle exports were 133,923, a year-on-year increase of 25.5%. “In terms of export volume, although it has reached a 25% year-on-year increase, considering the very small market base last year, it is not difficult to see that the current export market is still very limited,†said Gong Yunan.
According to common sense, the year-on-year increase in the export of heavy truck products should be higher than the increase in total automobile exports. However, the current situation is just the opposite. This shows that there are still many uncertainties in the recovery of the international market, and the international market is still in a The weak state has affected China's heavy-duty truck products further "going out."
At the same time, the issue that should also be noted is that China’s heavy trucks still have a considerable gap in product quality and technical content compared with international heavy truck giants such as Man, Volvo and Scania. This has also led to long-term difficulties for China's heavy-duty truck products to open up in the consumer markets of western and other developed countries and regions. Current exports are still confined to traditional markets such as the Middle East and North Africa, and Latin America has developed slightly. It can be said that the current export trend is very unfavorable to China's independent brands heavy trucks going international and creating international brands.
Obvious advantages
“Although the export situation is not optimistic, China’s heavy-duty truck products still have advantages in the international market.†Gong Yunan believes that unlike the domestic passenger car market, China’s own-brand heavy trucks have dominated the domestic market and imported heavy trucks. Produce alternative effects. “In the export field, our core competitive advantage is cost advantage. The most important point is the cheap labor cost, which is not what the multinational giants have.â€
With the moderate adjustments made by the state at the policy level and the steady increase in market demand in recent years, it has provided sufficient market space for product development. Heavy truck companies have made significant breakthroughs in product technology and quality through the development process of introduction, digestion, absorption, and innovation over the past 20 years. Product quality is gradually approaching that of imported heavy trucks.
For example, in terms of emissions, in recent years, the country’s restrictions on emissions have become more and more stringent. From several years ago from the State III to the implementation of the State IV, the emission requirements have gradually become in line with international standards, which has improved the quality of our heavy truck products. Market Competitiveness.
Price advantage is also a significant advantage of autonomous heavy trucks. Gong Yunan told reporters that the average price of commercial vehicles exported by China is about 36,000 US dollars, the average price of truck-type products is 13,000 US dollars, and the export price of tractors is 38,000 US dollars. The price of foreign products is very high, and the price of the tractors at Shuangqiao is RMB 800,000, which is approximately USD 117,000 to USD 120,000. When comparing the two, the price advantage is obvious.
Eliminate weaknesses
Based on the above advantages, the ongoing demand for China heavy truck products in the underdeveloped countries is very strong, and the replacement role of China's heavy truck products is gradually emerging. Especially in the second half of 2008, due to the financial crisis, heavy-duty companies such as Mann, Scania, and Volvo in Europe were in a state of suspension or semi-cessation, which undoubtedly provided great market opportunities for the export of Chinese independent brands. .
However, in order to achieve breakthroughs in exports in the next 10 years, China's heavy-duty truck companies also need to eliminate a series of existing drawbacks, otherwise the breakthrough cannot be discussed.
Due to the lack of corresponding regulatory mechanisms, there has been an unordered vicious competition in the prices of export products by heavy truck companies in China. This not only hinders the healthy export of China's heavy-duty truck products, but also undermines the overall image of China's heavy truck products in the international community. For this, it is very worthwhile for the relevant departments of the state and independent car companies to conduct in-depth discussions.
In addition, the backwardness of after-sales service is also a constraint on the weakness of heavy truck exports. Although some companies have already set up and perfected after-sales service networks in their overseas markets, there are still a considerable number of domestic heavy truck companies continuing the “buy out services†of the past, focusing on selling cars only, and not focusing on providing perfection for foreign owners. After-sale service.
Thirdly, a very common phenomenon is that domestic automobile enterprises are still making markets purely in terms of exports, rather than being branded like foreign heavy truck giants, providing users with complete transportation solutions. "It should be said that we must continue to learn the new technologies of foreign car companies. This technology includes two aspects: first, new technologies for products, and second, new concepts in services. This sets a good brand in the international market for independent brands. The image is of great help."
Looking forward to the next 10 years, Gong Yunan is very optimistic about China's own brand heavy trucks going to the world. However, he repeatedly stressed that we cannot simply focus on our own advantages and ignore the changes to our own weaknesses, otherwise we will "treat the symptoms."