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In July of this year, the production and sales of heavy trucks were 35,220 and 39,460, respectively, an increase of 100.57% and 93.26% year-on-year. The monthly sales of heavy trucks in July refreshed the industry's growth this year and attracted more manufacturers to invest in this industry. battlefield. The liberation of J6, Dongfeng Liuzhoug Auto Balong, Shanxi Automobile Deyu, and China National Heavy-duty Truck N07 not yet listed, the launch of numerous new products further enriched the domestic market, and the high-end operation in the heavy-duty field has been promoted.
This is also the development trend of the market. The company understands that only with a good product can it be truly invincible under the ever-changing competitive landscape. However, in a market where the homogeneity of a product is very serious, what competition does it depend on?
The answer to this question will eventually return to soft competition, such as brand competition, marketing methods, service concepts, etc. Among them, for consumers, the most important factor in determining their product purchase is service, especially for the heavy truck industry. That's it.
New analysis of service brand
According to statistics from the China Association of Automobile Manufacturers, from January to July, cumulative sales of heavy trucks totaled 298,285 units, an increase of 71.67% year-on-year, and in particular for semi-trailer tractors, sales were 108,150 units, an increase of 124.81%.
The large increase in demand has also made the already heavy-duty heavy truck market more competitive.
From January to July, the cumulative sales of FAW and Sinotruk were 62,694 vehicles and 61,681 vehicles respectively. The gap between the two companies has narrowed to more than 1,000 vehicles. From July's sales in a single month, China National Heavy Duty Truck has a lot to catch up with. FAW's momentum, the former sales of 8989 vehicles, which sold 7238 vehicles.
Dongfeng is not far behind. Although sales of 51,533 vehicles in the first seven months increased by only 36.76% year-on-year, an executive from Dongfeng explained that Dongfeng is still in the stage of new product introduction and expansion, and there has been no significant growth.
Shaanxi Auto and Foton as the fastest growing companies in the heavy truck industry (Fukuda over 100%) are also very close in terms of sales volume. Their cumulative sales from January to July are 35,336 units and 34,875 units respectively. The two companies are on the rise. They are very fast and they are the fourth and fifth place contenders.
You sing me out on stage, for a time, the heavy truck industry has become the most frequent replacement of China's auto sales rankings. With regard to the current production situation of enterprises, productivity and quality are no longer a problem. Traditional price competition is no longer a powerful means of promotion, and the heavy truck market is maturing. If you want to defeat the enemy, you need to do the following:
The first is the expansion of service outlets. The service outlets that were originally concentrated in Beijing, Shanghai, Guangzhou, Chengdu, and other central cities are now gradually expanding into second- and third-tier cities, and the network of after-sales services has mushroomed in the vast land.
The second is the competition on service brands, “family serviceâ€, “moving service†and “sunshine serviceâ€. As early as 2005, the heavy truck market was in a downturn, and major manufacturers have launched their own service brands one after another this year. Many companies have also escalated their own service brands. In the past, the era when Chinese drivers nodded their heads for repair masters in oil-saturated garages across the land was gone forever.
Upgrade service concept
In July 2006, Volvo Trucks announced the introduction of the blue card scheme for the Volvo Truck Service Agreement. Careful interpretation of the blue card program has some lessons worth learning.
First of all, after-sales service has no longer stopped at the stage where the car has broken down to provide maintenance, but instead shifts service focus to maintenance. According to the blue card scheme, maintenance personnel can formulate an effective maintenance plan based on the user's relevant information and provide relevant training for the driver, thereby reducing unnecessary losses.
Second, the payment method of the blue card program has changed. Paying a certain fee for the blue card program each year enables the user to have a predictable cost savings. This systematic, long-term payment method can generally save money compared to a single maintenance.
Crucially, to maintain the original performance of the truck, it must be ensured that the new accessories and the replacement parts have exactly the same working performance, so as to maximize the truck's running time and improve work efficiency.
Due to the restrictions on national conditions and service levels, most domestic heavy truck users have developed the habit of "requiring service," and almost every truck driver is fluent in some car repair skills. Even if it is repaired, it is mostly due to irregular repairs. The factory, even with expensive accessories such as gearboxes and transmissions, directly selects the scrapped parts provided by the automobile dismantling plant for replacement. The price level does not say that quality is of a serious random nature.
Poor quality parts are cheap, but their service life is shorter and they must be replaced more frequently. At the same time, this will increase the risk of accidental breakdown and maintenance cost increases, resulting in loss of business and income, and loss of customer trust.
At present, despite the fierce competition in brand marketing, most companies still have many problems in their service outlets. Some companies have come up with some so-called internationally-accepted standards to establish service frameworks. This is even more impractical. How to make their own after-sales service quality reach the international level, domestic commercial vehicle manufacturers still have many things to learn.