Shang Yihong: heavy truck market is weak

The autumn in Chongqing has been raining. This year it has been for more than a dozen days, and there is no trace of sunlight. The entire city is filled with fog. Lenovo's truck market this year is just as chilling as the weather here, and even more puzzling is the continuing downturn that keeps the market from seeing a future light. Recently, the reporter came to Chongqing and walked into SAIC Iveco Hongyan. Contrary to reporters' expectations, the staff here was full of confidence. "Although this year's market is not good, we have seen results and hopes through internal reforms." A staff member of Hongyan told reporters in this way, it seems that in each of them, a bright light illuminates the front. Fog lights." What kind of reform has brought them confidence and strength?

More flexible marketing policies In 2010, the entire heavy-duty truck market developed in spurt. Hongyan’s sales volume increased by 70% in the current year. In 2011, the market continued to decline, and Hongyan still maintained a 3.2% increase. This year, it was a difficult year for all heavy truck companies. SAIC Iveco Hongyan also made adjustments this year to prepare for this difficult time and lay the foundation for a market that will be rejuvenated at any time.
This year, it is a difficult year for all heavy truck companies. Today's heavy truck market segmentation is becoming more and more obvious. Before, Hongyan had only one team to do all the work for all types of vehicles, road vehicles, engineering vehicles and There is only one set of special vehicles for special vehicles. In specific jobs, there are many different types of auto market conditions, which makes it difficult to subdivide and deepen the market. This year, Red Rock set up three business units, namely the Engineering Truck Business Department, the Road Vehicle Business Department and the Special Vehicle Business Unit, and made further refinements on these three departments. Specialized counterparts perform specific tasks. In this way, it can promote the segmentation of products and markets, and companies can understand users and markets more quickly and in detail.

Not only that, Hongyan also asked its own marketing staff to "sink." The original Red Rock's marketing staff are working in the office, there will be a disconnect between the specific market, various dealers, and now Hongyan will be marketing staff in the store. In this way, the user's information can be transmitted to the distributor as soon as possible, and the communication and feedback effects can be well communicated. The bright points and concepts of the new products in the company can also be accurately told to the distributors to promote local sales. The dealers have also implemented “differentiated authorizations”. In areas that are relatively mature and have more users, they are authorized to authorize distributors. Specific terms can be used to restrict and guide them.

The product line continues to be enriched. In addition to SAIC Iveco Hongyan’s transformation of the sales system, the company’s products have also been expanded and its product structure has become more abundant. The Jieshi M100 was launched at the Beijing International Auto Show earlier this year. Sales volume has been rising rapidly since its launch. The sales in the first half of the year have reached about 5,000. At the same time, Jieshi C13 high-powered tractors will be launched, and will be produced in November this year, and will be supplied to the market in batches.

In addition to the two new products listed at the beginning of this year that have expanded Red Rock’s entire product line, two new products will be available at the end of this year. One is the new Jieshi LNG tractor that will be introduced in December. As we all know, higher and higher oil prices are aggravated by the bleak heavy truck market, so more and more heavy truck users have turned their attention to LNG models, because the actual reduction of costs is of crucial importance to every user. LNG commercial vehicles are very hot this year, especially in the heavy truck field. Hongyan first introduced its own LNG heavy truck. Although not the first one in the industry, its staff told reporters that they had conducted in-depth market development in the early stage and the product was adaptable. Strong, and the car is equipped on the mature Jieshi product platform.

Another product is also a wide-body dump truck that will be launched at the end of this year. At present, in the key mining areas where truck users gather, most of them are dump trucks with a capacity of 40 to 60 tons. Transportation costs and transportation efficiency are the biggest concerns for users. Therefore, the development trend toward large tonnage is inevitable. Hongyan's soon-to-be-launched wide-body dump truck has a cargo carrying capacity of 70 tons, which is the largest tonnage dump truck in China. It is expected that the market potential of this new vehicle will be great.

Export is the new growth point SAIC Iveco Hongyan’s exports this year are expected to reach 2,000 vehicles, an increase of nearly 150% compared to last year’s export of more than 800 vehicles, making it a bright spot in total sales.

This year's outstanding achievements in Hongyan's exports have a direct relationship with its internal emphasis on overseas markets. It is understood that Hongyan’s overseas export team strength has been greatly strengthened this year. The exporters are constantly improving from top to bottom. Foreign trade offices have been established in eight key cities across the country. The number of offices has continued to increase, foreign networks have been gradually established, and Iveco's network channels have been used for sales. This is a multi-pronged approach to exporting this year. Flat road. It is understood that Hongyan’s products are exported to more than 30 countries and regions such as the Middle East, Africa, and Southeast Asia this year. The exported products include various models such as Jieshi, Lao Jingang, and New King Kong. The products are widely acclaimed in foreign markets.

This year, Red Rock’s internal reforms have been able to smoothly advance and have achieved initial results, laying a solid foundation for the future recovery of the market. With such preparations, the “fog lights” are lit in the hearts of everyone in Hongyan, illuminating the direction of their advancement in a heavy fog in the truck market.

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