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In July 2006, the heavy truck industry reached a turning point. According to statistics from China Association of Automobile Manufacturers, as of the end of July, sales of heavy trucks broke the “zero point†and achieved a year-on-year growth of 0.87%! After the "winter" sales in 2005, this "warming up" signal made the industry a blessing!
Many companies have advanced into large tonnages
In fact, 0.87% is not an accident. Starting from the end of last year, heavy truck companies, including Beiqi Foton, Jinan CNHTC, Nanjing Automobile Yuejin, and Shaanxi Auto, were represented by heavy truck companies. The heavy truck companies have made difficult strategic adjustments, enabling the industry to “recover†in advance in May.
Even in mid-2005, heavy-duty truck sales of over 15 tons still maintained a high growth of 100%. This data stimulated a number of companies to advance to heavy tonnage heavy trucks. FAW launched Aowei, Nanjin Yuejin introduced Lingye, Dongfeng launched Liuzhou Bolong, and Dongfeng launched Tianlong. Many companies will launch large-tonnage products as the first step in the development of the market. The high-end trend of the buyer's market is becoming increasingly apparent.
However, the market's sudden turnaround occurred in the fall of last year. With the increase in the overriding state of government overruns and the “weight-based charging†in some provinces, it has become increasingly difficult for individual transport to make money by overloading. These factors have been objectively contained. After the demand for heavy trucks, the heavy truck market saw a “cold winter†of sales.
Heavy truck marketing increasingly close to users
Since the beginning of this year, with heavy truck companies such as Beiqi Foton, Jinan CNHTC, Nanjin Yuejin, and Shaanxi Auto as their representatives, heavy truck companies have made difficult strategic adjustments – changing the original seller's mentality of “My Site and Iâ€. From fuel-efficient products to unfolding services that directly target users, it has won the favor of the buyer's market. In a public heavy truck new product, the two fuel-efficient products - Shaanqi 06 and Nanjing Steamer are the most eye-catching. Shaanxi Auto 06 claimed to be able to “consume 15% of fuel consumptionâ€, and Nanxi Lingye, which has been hailed as “fuel-saving vanguardâ€, directly proposed the “save 90 yuan per day and save 30,000 yuan per year†money slogans.
In addition, in the off-season sales season of heavy-duty trucks, in July and August, China National Heavy Duty Truck Group’s “Exploration of the Sources of the Millions of Pulsesâ€, the “Entrepreneurship Fund†launched by Nanjing Auto Leap Forward, and the heavy truck fuel saving summer camp of Shaanxi Auto, etc. It also kept the heat in the off-season. Zhu Guodong, general manager of Yuejin Sales Co., Ltd., which is the first domestic heavy truck company to provide financial support for user startups, said that for non-personal consumer goods heavy trucks, the same principle applies to “doing a car as a personâ€. NAC will leap forward from concept, product to service and actively create value for users. For users who support the leap forward for Nanjing Auto, they must not only “get on the horse†but also “send a rideâ€. This is also the best return for the users.
To this end, people in the industry pointed out that the heavy truck marketing method is being quietly upgraded and the traditional “car†service has been changed to a “person†service; this kind of in-depth attention to customer needs further reflects the trend of shifting the card to the buyer's market. .