In the 21st century, many new truck brands have emerged in the country, and many truck brands have also disappeared. The most impressed brands in Xiao Bian are Chunlan and Ling Ye. These two brand names that have been heavily promoted have now come to an end, but This still can not stop the determination of the new army to enter the domestic heavy-duty truck industry. Joint heavy trucks, Universiade, etc. are brands that have emerged in our sights in recent years. Even the top-mounted manufacturer Zoomlion also intends to enter the heavy-duty truck market. Today's fierce market competition, the new brand into this battlefield, the days really good?
China United intends to enter the truck market
At the shareholders meeting in October 2011, Zhan Chunxin, chairman of Zoomlion, said that the construction machinery industry experienced a downturn, and in order to be able to achieve high-speed growth beyond the industry average, Zoomlion is thinking of a new approach. It also expressed its intention to enter the heavy truck industry because Zoomlion itself is a demander of heavy trucks, and it is also a major customer of Mercedes-Benz heavy trucks.
Construction machinery manufacturers to enter the truck industry, the China United is not the first, before it XCMG has already taken the lead, but XCMG is not a self-made heavy truck, XCMG truck is the predecessor of Chunlan truck we are familiar with. Here, nonsense, Chunlan Truck is an automobile company established by the acquisition of the Jiangsu Chunlan Group in 1997. The other 40% is owned by Nanjing Dongchi Motor Co., Ltd. In 2008, Chunlan, which had been losing money, was acquired by 60% shares by Xugong and became the largest in Chunlan. Shareholders, the purchase price is 270 million yuan.
The main reason for the acquisition of Chunlan Automotive is that XCMG hopes to participate in the production and sales of heavy trucks and plans to enter the automobile business. However, the sales volume of XCMG heavy trucks is not high at present. The visibility on highways is the best explanation, but for XCMG, trucks are not the main profit point. XCMG uses its truck chassis to install vehicles and converts them into special vehicle sales.
Aside from the brand of construction machinery, take a look at two heavy truck companies in Shanxi. They are the Changan heavy truck and the Grand Canal heavy truck. Let's talk about the Universiade. This company, which resembles the Volvo FM cab, is the third major project following the production of motorcycles and the real estate business. On September 25, 2009, the first heavy truck "Dayun No. 1" of the Universiade Automotive Manufacturing Co., Ltd. went offline. In 2010, the Universiade Heavy Trucks invested 150 million yuan in advertising fees to create a brand, which is an advertisement on the TV that is falling out of the sky.
Chang'an Heavy Duty Truck is now a past tense, and it showed a small face at the Beijing Auto Show in 2010. At that time, Xiao Bian was most deeply impressed by two points: First, it was a natural gas truck with the same products as the exhibitors, and secondly, the products were all the same. MANF2000 style cab. What now? Changan Heavy Duty Truck has been acquired by Jiangling, and the same price as Xugong's acquisition of Chunlan is a magical 270 million yuan.
Compared with other brands, the Universiade actually holds more hands in Shanxi Province and sits in the important province of coal and mineral resources in China. Each year, Shanxi has about 40,000 heavy trucks on the market, making the province a must-attend for heavy truck companies. With the help of the government, the start of the Universiade is not as difficult as other companies, but the brand awareness is not high, and the product is not much competitive with its rivals, making the industry a lot of big luck heavy trucks Prepare to sell the factory rumors. In this regard, the Universiade Heavy Trucks responded to the growth in the first half of the year.
Combined Truck: Ideal is very good and reality is cruel
Around 2008, there was news in the industry that Chery was going to enter the truck market. Two years later in 2010, the first united heavy truck with a price of 680,000 went offline, which attracted a sensation in the domestic industry at that time, a brand new brand. , Dare to sell comparable to the high price of imported cars, combined with practical actions to establish high-end brand image. However, the high-end route is not easy to go. In the year of 2012, it sold 3,000 vehicles. By the end of 2013, it had sold more than 3,000 vehicles in the first half of this year. This number still does not reach the sales of famous brands for one month.
According to the information obtained, the Jirui United truck truck project was officially launched in March 2009. The main participants are: CIMC, Chery Automobile, Yuchai Group, Fast Group, and Fuhua Heavy Industry. The products are positioned in the high-end and domestic market high-end commercial vehicle market in the international market. Although there are many parties involved, each shareholder will influence the decision-makers based on their own interests. The more decision-makers, the easier the direction will be. Who in the end has so much to say?
Homogenization serious user pick flowers
In the domestic heavy truck market, homogeneity is more serious. For the simplest example, Weichai engines, Fast transmissions, and wheel reduction bridges with Steyr technology are just different from the cab. This configuration is Trucks can be found in many brand models, and the heavy-duty truck brand does not have a car builder experience. These outsourced parts are one of the most convenient ways to build a truck. However, the new brand light has no room for hot blood, users will consider the car's retention rate when buying a car, homogenization of such a serious market, why do you want to eat crabs to buy fresh new brands? The quality of the old brand is more advantageous than the quantity retained.
This can be regarded as a sign that the market is immature. In Europe, the mature truck market has divided several major brands. It has not been heard that anyone is jealous but also has to enter the truck market to establish a new brand. Because the major brands in the European market have their own characteristics, engines, chassis, axles are their own technology, differentiated competition allows users to easily choose the products they want.
As the domestic truck market has gradually matured, users have become more sensible when buying cars, and the heavy truck market is inevitably shuffled. In this process, there may be brands that disappear once again in our sights. Once they entered the market with high enthusiasm and enthusiasm, and the scenery was momentary, in the real environment where the market is shrinking, where will their destinies go? Give it to the market and the user to decide.
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