Pick-up trucks were introduced to China in the early 1990s as trucks, and the pickup truck market has been in a sluggish state due to restrictions on truck-bounding policies and low rural incomes in major cities in the country. This situation continued until 1998 when a turnaround took place. With the development of the national economy, the people’s living standards have been increasing, especially due to the rapid economic development of the rural economy and the urban-rural fringe sector. The pick-up trucks are due to their versatility and better performance. Comfort has been favored by more and more users, which has ushered in the first rapid growth period of the pickup market. From 1998 to 2000, the average increase rate was as high as 53.8%. By 2001, the domestic pickup truck market became saturated and sales. The rate of increase was sharply reduced to 3.93%. In order to open up new markets, pickup trucks launched SUVs that were converted from pickup trucks and successfully entered the heavily forbidden urban market, thus ushering in the stable development period of the pickup truck industry.

I. Analysis of the operating characteristics of pickup truck market

1, the price war is still an important means for pickup companies to compete for market share

From March 3, 2004, Zhongxing Automobile Co., Ltd. has carried out price adjustments for its main pickup truck, and the price reduction range is 4000-12,000 yuan. Such a large-scale, high-level price reduction behavior is still the first time in the industry. On April 9, the price of the Qingling Automobile Company's T-series gasoline EFI 4×2 pickups was substantially reduced by 8,000 yuan. Against the background of the sharp rise in raw material prices, pickup companies still have to wave price sticks in order to compete for and consolidate their own market share. It is not difficult to see how fierce competition in the pickup industry is.

2. Differentiated competition is the main method for the competition of pickup truck enterprises

In order to compete for users with microfabric, light truck, and economical sedan products, various pickup manufacturers have made every effort to start from the aspects of appearance, price, configuration and other aspects, only to highlight their own personalities and attract users' attention. Like the Great Wall, the long trucks with long wheelbases and long cargo boxes have almost made pickup trucks look like light trucks.

3, pickup industry is increasingly "crowded"

Due to the rapid development of China's auto industry in recent years, high profits have attracted more and more private enterprises to join, and the relatively low entry threshold for the pickup industry has become a bridgehead for many private enterprises to enter the auto industry. Zhejiang Geano Automobile Co., Ltd. spent a total of 450 million yuan in the first phase to enter the pickup truck field. Geao Automobile City covers a total area of ​​1,900 acres. In 2004, it is estimated that the output will reach 5,000 units and the annual output will reach 60,000 units in three years. In the same way that Geely entered the auto market, Gio also implemented a low-price strategy. The market price of the double-row pickup truck launched was only 62,800 yuan. The household appliance company Oaks Group, in order to "sustainable development," February 25, officially announced in Diaoyutai State Guesthouse in Beijing: plans to invest 8 billion funds, and ultimately achieve 450,000 annual design capacity, attack the automotive industry, its first One shot aimed at the lower threshold of SUV and pickup market, the Oaks SUV standard power and luxury prices were 73,800 yuan and 83,800 yuan, respectively, the Oaks Piccarri luxury and ultra-luxury prices were 61,800 and 65,800 respectively. Yuan, it seems that the picker industry is still the only one who will die.

Second, the pickup truck market analysis

1. Pickup Truck Market Overview

Although China's pickup market has been developing rapidly in recent years, it is still only a baby compared to China's overall automobile scale. In 2003, pickup truck manufacturers completed sales of 169,068 vehicles, accounting for less than 5% of total vehicle sales. But because of its combination of comfort, truck load capacity, and high-passibility of off-road vehicles, Picards can well satisfy people’s travel, shopping, delivery, and other uses, which determines their good The prospect of development is also the main reason why domestic private enterprises have started the Macpicca project.

At present, the products of pickup trucks in China are mainly pickup trucks and economical SUVs. Due to the city's restrictions on pick-up trucks, the market for pick-up trucks is currently mainly in small and medium-sized towns, urban-rural areas, and vast rural areas. The original purpose of economic SUV development is to open up the urban market. Another market that can not be ignored in China's pickup industry is the overseas market. Pickups are currently the largest model of China's exports. In 2003, ZTE's export pickup truck exceeded 7,000. China's mid-range pick-up trucks have strong competitiveness in terms of price, performance, or quality in overseas markets. Under the current circumstances where the output capacity of pickup trucks in China is far greater than the market size, the development of overseas markets has become the direction for the survival and development of pickup trucks. .

The pickup truck market has been dominated by gasoline power, but this situation has changed in recent years. With the increasingly serious international energy crisis in recent years, domestic fuel prices have been rising, and diesel pickup trucks have achieved unparalleled energy-saving performance of their gasoline pickup trucks. More and more users of all ages. Domestic pickup companies to seize the opportunity, scrambling to launch products to seize the beachhead, Great Wall Motor aimed at 7-8 million this diesel pickup market gap, launched a displacement of 2.8 liters of diesel pickups - Sail, Deere two series, all The GW4D28 diesel engine equipped with Isuzu's technology adopts international advanced technology. It is a direct injection type with a displacement of 2.8 liters, a torque of 175 N.m, a fuel consumption of 6 liters per 100 kilometers, and a speed of 120 kilometers per hour. Beiqi Foton launched the Austrian Bell diesel pickup with 4D22 turbocharged diesel engine. The price is set at 60,000 yuan, which is equivalent to domestic 4Y-multipoint gasoline pickup truck. At the same time, Foton Aoling also launched a 200,000-km warranty service for the engine. Safeguards, in terms of emissions, has met the European Standard II required by current regulations in China. Since the beginning of this year, Aoling 4D22 pickup trucks have successively landed in the provinces of Guangdong, Zhejiang and Fujian. Sales have continued to soar.

2. Pickup Market Segment Analysis

At present, there are about 60 companies in China that produce pickup trucks, but only the Great Wall, ZTE, JMC, Yangzi, Nissan, Qingling, and Futian are really competitive. In 2003, sales of these seven companies accounted for over 90% of the total sales of pickup trucks.

At present, the domestic pickup market can be mainly divided into high-end pickup market and mid-range pickup market. The main manufacturers of high-end pickup trucks are Zhengzhou Nissan, Qingling and Jinbei. They are mainly driven by imported diesel engines. This market accounts for about 20% of the entire pickup market. Currently, the market is mainly divided by Zhengzhou Nissan and Qingling Auto. The two companies have little difference in market share. The main production enterprises of mid-range pickup include Great Wall, ZTE, Yangzi, Jiangling, and Beiqi Foton. This grade pickup truck occupies more than 70% of the entire pickup market.

The current high-end pickup market is mainly driven by diesel engines, while gasoline-powered products in the mid-range pickup market still dominate. However, this situation is facing changes this year. Due to rising gasoline prices, diesel pickups with better fuel economy are working For more and more users, in order to adapt to the changes in the market, various pickup companies rushed to launch diesel products. Among them, the most successful was the 4D22 diesel pickup truck launched by Beiqi Foton, which sold more than 2,000 vehicles in March this year.
In the past few years, due to the relatively cold domestic pickup market, few production enterprises and insufficient competition, pickup trucks are mainly government agencies and large- and medium-sized enterprises with better returns, so the pickup industry has maintained a high profit. In recent years, with the rapid development of the pickup market, many other companies have shown eyebrows that they are making money. At present, many multi-channel troops have entered or are preparing to enter the pickup market, but at the same time, the market capacity of pickup trucks has not increased significantly. In this harsh competitive environment, in order to obtain a better space for survival and development, many companies have adopted a method of expanding the product line to achieve differentiation in appearance, configuration, price, and color, so that their own products Can cover more market segments.

Urban market: The occupation of the urban market by pickup trucks is mainly achieved through the use of its pickup-transformed car, the economical SUV. The reason for its success lies in the identification of the current market gap in the city's low-priced SUVs. The appearance of fashion, leisure and more economical cars as well, to meet the family outing or shopping. The current sales volume of economical SUVs has accounted for nearly 40% of the market share of pickup trucks. The current products in this market mainly consist of Great Wall Saif, Zhongxing Seals and Jiangling Landwind. However, as the market heats up, more and more manufacturers have joined the market. In order to succeed, if successful picago companies want to stand firm and gradually expand this market share, they must gradually improve their product mix and continue to upgrade their technologies. Only in this way can they be well-contained under the containment of economical cars and increasing competitors. development of.

The economically developed rural and urban-rural junction market: The economically more developed coastal areas, the urban-rural junctions, and the vast rural areas are the traditional markets for pickup trucks in China. In recent years, with the acceleration of urbanization, private enterprises and individual businesses in these regions The booming development of large numbers of agricultural vehicles has created potential demand for pickup trucks. However, in order for a pickup company to truly win this market, it must also increase product development efforts, produce affordable products, and make more use of its features and cost-effectiveness so that these potential customers can actually make purchase decisions.

Export market: In foreign countries, pickup trucks have been on the best-selling car list for many years. In the United States, pick-up trucks account for more than 15% of car sales, Thai pickup trucks account for 65% of total car sales, and the Philippines and Malaysia pickup trucks reach 33.6%. 14%. Compared with foreign products, domestic products have more obvious cost-effective advantages. The price of foreign pickup products of the same type is more than 100,000 RMB, and the price of domestic products with the same configuration is only about 60,000 RMB; the price is comparable to that of domestic products. However, the performance quality is not as good as that of domestic products. Therefore, domestic pickup products have considerable competitiveness in the international market. In the past two years, domestic pickup truck products have been exported to countries and regions such as the Middle East, North Africa, West Asia, and South America. However, at the same time as the domestic pickup companies export their foreign exchange, they must devote more efforts to the sales service network and make more efforts in product configuration. Only in this way can they achieve better development in the strong international market.

Third, the main pickup truck business analysis

The success of Zhengzhou Nissan lies in relying on its core philosophy and perfect management system, and it is produced in full accordance with Nissan's management model. Each procedure has a standard operating book, which clearly stipulates the requirements for production procedures, plans, standard working hours, and quality standards. , Zhengzhou Nissan each process staff can accurately understand the process requirements, use the best methods of operation, complete the standard work book requirements of their own work. After China's accession to the WTO, the competition in the domestic auto industry has intensified, and major auto groups (companies) are planning to improve their management and service levels by constructing advanced management platforms to compete with international competitors. Zhengzhou Nissan was awarded the “Top 500 Chinese Enterprises in Information” by the National Informatization Evaluation Center in 2003. On January 16th this year, it successfully signed a contract with SAP, the world's largest ERP company, indicating that Zhengzhou Nissan will be more successful in information management. The floors will further enhance Zhengzhou Nissan’s overall strength and market competitiveness.

Great Wall Motor Great Wall Motor Co., Ltd. is a large-scale joint-stock private enterprise, and it is also the largest and most diverse pickup factory in China. It has 13 major holding companies, including Baoding Great Wall North China Automobile Co., Ltd., Baoding Xincheng Automobile Development Co., Ltd., Baoding Great Wall Internal Combustion Engine Manufacturing Co., Ltd., and Baoding Great Wall Bridge Industry Co., Ltd., and employs more than 5,000 people. For the past six consecutive years, the market share, production and sales volume, export volume, and product variety of the pickup industry have remained the first.

In 2003, its products, Sev, sold first in all SUV brands, and Deere and Sailing Sedan cards were the products that Great Wall Motor started to make. It is also the brand with the largest amount of holdings in the Chinese market. It has a standard double row seat, Long box double row seat, double row, half row, large, small single row, van pickup 7 styles, there are two drive, four-wheel drive, gasoline engine, diesel engine and other series of varieties, the price covers 40,000 yuan To more than 90,000 yuan.

Great Wall pickup is the first brand in the pickup industry that has passed the 2000 version of the ISO9001 international quality system certification. Great Wall has passed the four major certifications in the industry, namely the 2000 version of ISO9001 international quality system certification, UKAS Royal British certification, GCC Gulf certification and SASO Saudi Arabia certification.

After joining the WTO, Great Wall pickups were exported overseas and established marketing and service networks in more than 20 countries in the Middle East, West Asia, and North Africa. As of the end of last year, total exports had reached more than 7,000 vehicles, maintaining a strong market growth momentum.
After the successful listing of Great Wall Motors in Hong Kong, the funds it raised will be used for new production sites and facilities, adding high-tech equipment for vehicles and engines, and expanding existing parts production plants, including front and rear axles, frames, and interiors. Accessories and other accessories. Strengthen technological R&D capabilities, create new products with higher cost performance, optimize resources at the same time, reduce costs, and integrate market and development.

Great Wall Motor will launch a new urban SUV series jointly developed with foreign companies in the second half of this year. It is expected to be listed in October and will be sold for less than 200,000 yuan. It will launch a new logo on the new car, distinguishing it from existing SUVs and pickup trucks. Open, create high-end brands. The new plant of Great Wall Motor’s 100,000 capacity will be completed and put into use around July this year.

Beiqi Foton Beiqi Foton has stepped up the adjustment of the national energy policy, the continuous rise in gasoline prices, and the opportunity for the continuous increase in the use of gasoline vehicles. It has captured the rapid development of the domestic individual economy in recent years, and the accelerating process of urbanization has led to economic application. The diesel pickup market appeared to be a good opportunity. At the right moment, it launched the Audi Bell 4D22 diesel pickup at a price of only 59,800 yuan, which has successfully won numerous customers in this market, and sales have risen sharply. Since its inception, Foton has relied on market research, accurate market positioning, and excellent after-sales services. It has achieved success on light trucks, heavy trucks, light passengers, and pickup trucks. It can be considered a miracle of the Chinese automobile industry.

As a latecomer to the pickup industry, Fukuda's success is mainly due to the following reasons:

First of all, because of the accurate market positioning, every product of Foton is relying on a large number of market researches to accurately find the market entry point. From this point of view, the success of Olling also has its inevitability.
Secondly, the production scale of Foton Motors is huge, with an annual production capacity of nearly 400,000 units. The huge scale leads to a reduction in the cost of production materials. The Owl pickup production line uses the Toyota TPS Lean Production Management System. This system finely controls the production of raw materials and makes the scrap rate. To reach zero, raw materials adopt a global procurement system to obtain low-price, high-quality products, thereby gaining cost advantages in market competition.

Finally, in February of this year, Foton Aoling hosted the “Futian Aoling 100 Days Quality Service Contest” at 189 service stations, which enabled the construction of service stations, spare parts reserves, service processes, service innovation, and professional quality of employees. Quality improvement. In terms of improving customer service satisfaction, Foton Aoling even launched a maintenance vehicle with a 100% pass rate, on-time maintenance vehicles with follow-on repairs, 24-hour outbound rescue services, 24-hour on-call service, etc. Services can only be seen in the initiatives, but also to strengthen the care for the customer services, such as customer vehicle security reminder, phone calls back to the customer's recommendations for the service, during the event to the Olympic bell service station warranty implementation of warranty services customers can Free cleaning of vehicles, etc.
On May 12th, Foton Aolingpi launched “Jaws Action”. Following the success of the 4D22 diesel pickup truck, the new 4JB1 diesel pickup truck was introduced to the market at a low price of 72,800 yuan. The emission reached the Euro II emission standard and a reversing radar was installed. Cold light meter, 225 tires, electric doors and windows. Foton Aoling's second diesel pickup truck 4JB1 continues to maintain its original low fuel consumption technology advantage, with an average fuel consumption of about 7 liters per 100 kilometers. The launch of this pickup truck will directly fuel the battle for the high-end pickup truck market.

At the same time, Ao Ling did not forget the brand building. Ao Ling strived to exceed 10 billion brand value in 2004 and become a strong brand of Chinese automobiles.

Fourth, pick up trucks should pay attention to the development of the problem

1, should pay attention to the internal management to benefit

At present, due to the increase in the price of raw materials, pickup trucks have been declining prices, which has directly caused the profitability of the pickup truck industry to decline. In this case, the profit space will mainly come from within the company. How to reduce costs, improve quality and service quality will become the main focus of competition in the future, and it will also become the main issue of whether or not the company can maintain its competitiveness.

2, corporate decision makers should pay attention to changes in market segments

With the ever-increasing diversity of current users' needs, it is particularly important to seek valuable market segments from such differences. Enterprises can only obtain better differentiated products based on different market segments. Survival and development.

3, after-sales service should be implemented

The chanting of slogans and advertisements are ambiguous, but they are rarely implemented. It is a common problem in the domestic auto industry after-sales service. Although every year, some light bus companies have seen such service initiatives, they rarely last. The so-called 3S, 4S, only sell this S is falling into place, most of the other S is furnishings. If there is no perfect after-sales service for protection, the market share of the product and the vitality of future development will be greatly affected. Therefore, the work of the domestic pickup truck company must pay attention to this after-sales service, and truly be anxious for the customer.

4, should pay attention to brand cultivation

According to the results of market research, the first consideration of the current user's car purchase is the brand, and only then consider other factors such as price. Brands play a crucial role in the development of a company. A good brand is priceless. If a pickup company wants to develop in an increasingly cruel market, it must intensify its efforts to cultivate its own brand and cultivate customer loyalty.

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