China's heavy-duty truck industry is still not a mainstream company's Hualing, in the face of an increasingly powerful high-end competitors, it is necessary to adjust its strategic deployment and enterprise system construction.
Source: “China Business Daily·Car Herald†reporter Zhu Dajun
The great market situation this year, Hualing, is changing the habit of low-key in the past and began to increase publicity and promotion.
On October 13, the Hualing Service Provider Conference was held in Maanshan, where it is located, with more than 200 domestic Valin Auto Service providers participating in the conference. At the same time, Valin invited many Beijing media and local media to attend the meeting. Valin Motors Chairman Liu Hanru The reporter told reporters that the fast-paced, resolutely high-end Valin Motors will work with service providers to vigorously develop high-end markets, replace imports, and become China's strongest heavy-duty vehicle company.
China's heavy-duty truck industry is still not a mainstream company's Hualing, in the face of an increasingly powerful high-end competitors, it is necessary to adjust its strategic deployment and enterprise system construction.
This year, the target is to lock 12,000 vehicles
According to Wang Yanan, Marketing Director of Valin Automotive, as of now, in more than 9 months, Hualing Heavy Truck Co., Ltd. has jointly produced and sold 10,280 CAMC cars, and has sold and sold over 1,000 vehicles for six consecutive months, achieving sales revenue of nearly 2.5 billion yuan. Which achieved exports of 1,500 vehicles, becoming China's most high-end heavy truck exports, ranking China's high-end heavy truck production and sales of the top three.
Seemingly 10,000 sold sales, it seems that sales are not great. However, due to the fact that Valin's main attack is at the higher end of the market, “Wallon will never be a low-end, cheap car.†Liu Hanru believes that compared to the sales of about 7,000 cars last year, Valin Motors has made great breakthroughs in overseas markets. It is the biggest highlight of Valin. Since the beginning of this year, it has exported more than 1,000 vehicles to Russia. In the Middle East, North Africa and other regions, Valin has made a breakthrough. Since last year's participation in the Hanover Motor Show, overseas awareness of Valin has increased. high. "I spend a third of my time abroad." Liu Hanru believes that overseas will be the market where Valin Motors strives to expand. This year it is estimated that it will reach around 2,000.
In addition, Xingma Special Purpose Vehicle continues to maintain its strong market position. The market share of Concrete Mixer trucks and bulk cement trucks exceeds 40%; concrete pump trucks, garbage trucks, dump trucks and other products have developed rapidly and are highly popular among domestic and foreign users. welcome. As of September, there are more than 4,000 Xingma special-purpose vehicles. In the whole year of 2007, Xingma will produce 5,800 special-purpose vehicles and sell 5,750 vehicles, continuing to consolidate its leading position in the domestic market.
Waring is playing defense
"For Waring, it is a defensive war." Faced with the media's doubts, Liu Hanru believes that Hualing can't be like a mainstream company in China. It is an overwhelming task for Hualing.
“Huan Ling and Xing Ma do not care about the success or failure of a city.†Hua Ling is positioned in domestic high-end products. In fact, in the face of many domestic competitors, Liu Hanru’s momentum is reflected in the concerns and helplessness of domestic manufacturers to launch high-end products. .
In the first two years, young Valin lived in the domestic high-end market very moist, other companies are still embarrassed on the old platform, or the introduction of new cars are in the low-grade, Valin began to do heavy-duty card will go to the higher end, the price And to open up the gap, this also made a correct positioning. However, from last year to this year, the domestic demand for heavy-duty vehicles has stimulated many large companies to launch high-end new cars. Dongfeng Tianlong, FAW Jiefang J6, and CNHTC HOWO's new generation products have all launched to seize the market. They have long occupied the top two in the heavy truck market, Dongfeng, and FAW's development force to high-end heavy trucks, which will have a strong impact on the heavy-duty truck market. In the year, the high-end heavy truck market will be shuffled again. Will the high-end market of Valin survive the impact of these companies?
“Service is the most urgent and most effective way for Hualing.†Liu Hanru believes that in the past few years, the quality of Hualing Heavy Duty Truck has been recognized by users and is particularly prominent in the southeast coastal markets such as Guangdong. Liu Hanru joked: “The nation’s heavy trucks have no continuous lines, but only Valin continues.†The current mission of Valin is to calm down, to do a good job of “nanny-style†services, to fight defensively, and to stick to its high-end market.
"What's missing is experience"
In fact, the rapid development of Valin also needs to face many difficulties, although Liu Hanru admits that about 2,000 companies will have profits of 70 million yuan this year, and billions of dollars next year. Valin is very “rich†but faces How long does this "advantage" last for domestic and foreign high-end competitors?
“The money issue of Valin was once a big problem. Although the Ma’anshan municipal government was very supportive and had already given a green light on loans and financing, Valin also achieved a capital increase of 200 million yuan. However, Valin’s rapid development in the past two years has resulted in the construction of The cost of services and product development require a lot of investment. The future funding problem is still a top priority for Hualing.†A service provider from Hualing Guangdong told reporters privately.
“What Valin currently lacks most is experience.†Liu Hanru said that the young Valin need not only experience, but also in the entire enterprise system construction, Valin is still at the primary level; at the same time, domestic commercial vehicle companies in the heavy truck platform On the other hand, breakthroughs have been made to break into the high-end market, and it is not a low-end Hualing new challenge to overcome.
In the same way, younger Valin also lags behind in the system construction and modernization management of enterprises. Compared with mainstream heavy-duty truck companies, Hualing also maintains a “patriarchal†style of management, and the construction of corporate culture and the backwardness of the system. It will affect its rapid and healthy development. This is a problem that needs to be solved at a deep level in Hualing.
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