In China's commodity market, the price war is a conventional weapon for companies to compete for market share. In China's heavy-duty truck industry, price wars started in the past few years by some companies, and price wars among distributors around the country are not uncommon. However, with the rapid development of the heavy-duty truck industry, the maturity of users and markets, and the adequacy and intensification of competition, we have found that heavy-duty truck companies are increasingly focusing on the improvement of their products and technologies, and the introduction of various new technology products. Can see the cleverness of heavy truck industry technology. The occurrence of all this is inextricably linked with the development stage of China's heavy truck industry.
There was only price war
In the first few years of the 21st century, China's heavy-duty truck industry began to develop. At that time, heavy-duty truck technology was relatively simple, the homogeneity of products was relatively high, and there was no difference in the level of users' needs. Therefore, the price factor was a rigid factor in user demand. This is also related to the historical stage in which China's heavy truck industry is located – that is, the past decade has been an episodic growth phase for the heavy truck industry.
Many well-known factors drove the rapid growth of sales volume in the heavy-duty truck industry in the past ten years: the country’s large-scale investment in infrastructure; the rapid growth of external demand and domestic demand has driven the continuous prosperity of the manufacturing industry; the freight industry is highly booming; and the bottleneck of railway transportation has not been met very well. A good solution: The manufacturing industry is highly prosperous and the production capacity is expanding on a large scale; the process of urbanization is advancing; the freight industry is rapidly updating the operating model of the vehicles used; the promotion of national industry management policies;
The above factors drove rapid growth in sales of heavy-duty trucks in the past ten years, but due to the constraints of the country's economic growth mode, downstream users' payment capacity, and downstream users' market structure, the technological content and selling price of heavy-duty trucks have been relatively high in the past decade. Low, gross profit level is not high, and the profit growth of heavy truck industry mainly depends on the growth of product sales.
At the same time, the heavy truck companies were faced with the problem of survival and growth at that time. Therefore, expanding the market, expanding sales, and increasing market share were the center of work, and technological advances came to a secondary position. At this stage, the speed of product replacement is slower, and there often appear products that do not change the product, ie, the product major assembly does not have a substantial improvement, but the cab change face, you can on the market Calling for the rain to spread the beans into the soldiers, but such an era is leaving us!
The technology war quietly started
In recent years, products introduced by heavy truck companies can be said to be products that change from quantitative to qualitative changes. Those familiar products such as Liberation J6, China Heavy Duty Trucks HOWO, Dongfeng Tianlong, Hongyan's Jieshi, Futian's ETX, etc. are all jumping away from the original heavy truck technology elements. They all have some new technological elements. This is a side reflection of the technical accumulation of heavy truck companies.
Take J6 as an example. In fact, the market share of the liberated J5 series products is very good, and J6's many technologies have a qualitative leap compared to J5, which includes from the cab, engine, axle and transmission technology and so on. In fact, as long as we do a bit of research, we will find that this kind of forced or endogenous technology-creating power is worthy of appreciation because of the adoption of new technologies and the surprise of the industry.
The same example is China National Heavy Duty Truck. Many people in the industry believe that China National Heavy Duty Trucks has a psychology of technological zeal and technology worship. After all, she is called "China Heavy Duty Truck," and she will never waver in her determination to occupy the commanding heights of China's heavy truck technology. Therefore, even if the market share of HOWO products is very high, the renewal products, replacement products, and joint venture products have flocked over the past few years, giving people overwhelming feelings. This has also aroused the technical catfish effect in the heavy-duty truck industry, inspiring high-speed replacement of other heavy-duty truck companies' products.
The cause of the technical war
In addition to the inherent needs of heavy-duty companies to upgrade their technology and upgrade their products, of course, changes in the industry, market, and macro-environment are also important drivers. These include:
Downstream customers: Driven by policies such as toll-by-weight, over-control, and fuel tax reforms, heavy-duty, high-speed, heavy-duty, lightweight, and fuel-efficient heavy-duty trucks are becoming more and more popular among users; downstream users already have purchase prices. High, but with better performance and quality, the ability to pay for heavy-duty trucks.
Competitors: It has been able to manufacture heavy-duty trucks that meet the needs of customers at a moderate price. Recently, some mainstream heavy-duty truck manufacturers have also cooperated with first-class heavy truck manufacturers in Europe to stock products with better performance and quality for the near future. A brand-new round of technology upgrade competition has begun.
In the competitive industry, the increase in railway freight capacity has forced the road cargo industry to upgrade its transportation equipment to improve the economics of road transport. The above factors will drive the growth of the heavy truck industry from an extension to an intrinsic growth.
In the next decade, the heavy truck industry will enter the stage of connotative growth. In the next decade, some factors that drive the rapid growth of sales of heavy truck products, such as national infrastructure investment, expansion of manufacturing capacity, and insufficient capacity of railway freight, will have a weaker effect on the prosperity of the heavy truck industry; and other drivers, For example, the urbanization process will continue to accelerate, the manufacturing industry is expected to continue to prosper, which will drive the continued prosperity of the road freight industry, and other factors will continue to drive steady growth in demand for heavy-duty truck products. On the whole, the stage of high-speed growth in demand for heavy-duty trucks is coming to an end. The model of rapid growth in corporate profitability that depends on high-speed growth in sales will not be sustainable, relying on increasing the added value of products.
The stage of rapid growth in profitability is approaching.
In addition, the heavy truck companies to upgrade their technical level also stem from a proud heart.
Now the Chinese auto industry, can hold its own technology brand and market position, the heavy truck industry is the most dazzling star. In order to continue to adhere to their own, heavy truck technology must be improved. Because we have a sense of urgency because foreign heavy-duty counterparts have been entrenched in the Chinese market. The European truck giants need not say anything. For example, Russia’s Kamaz also began to enter the Chinese market, and India’s Tata also began to share the market share with the Chinese heavy trucks in Asia, Africa and Latin America. For our heavy truck companies, we are not trying to improve the heavy truck technology.
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