On March 31, the 5000th Valin truck was off the assembly line. A person from Valin Motors said that the high quality, low price, and thoughtful service of Valin Heavy Duty Trucks has attracted many customers who originally intended to buy heavy trucks from foreign brands, and has become the choice of many imported car customers in East China and South China. Become a strong competitor of foreign brands. This has caused reporters to pay attention to the competition between domestic commercial vehicles and importers.
Through further interviews, the reporter found that the competitive advantages of domestic heavy trucks and passenger cars for imported similar products have become more and more obvious. They not only have significant advantages in mid- to low-grade products, but also have begun to extend to mid- to high-end products; not only are the advantages of pure imported cars outstanding, but also The days when foreign brands assembled products in China are also not very good.
Domestic commercial vehicles quietly force
Judging from the domestic commercial vehicle market in the past two years, domestic brands are in a dominant position. Although foreign brands have accelerated their pace of entry into China, they have not shown the necessary expansionary trend and the frontline has gradually contracted to the high-end market. Affected by the national macro-control policies, the domestic heavy-duty truck industry experienced negative growth for the first time last year. Compared with the sales volume of domestic heavy-duty trucks which fell 29.46% year-on-year, the status of imported trucks was even more bleak. Japanese truck sales dropped from 7,000 units in sales in previous years to about 1,000 in last year. The import of European and American trucks also fell by 60% year-on-year.
The development of foreign-owned brands in domestic joint ventures is not smooth. Passenger car joint ventures such as Changzhou Iveco, Yaxing-Benz, Shenfei Hino, Tianjin Irisar, and Qingdao Pacific generally have poor conditions. According to the statistics. Last year, the annual sales of high-end passenger cars in the country were only over 1,100. They were basically divided up by Jinhua Neoplan, Xiwo, Ankai, Isuzu, North Benz, Yutong and Jinlong, among which the share of joint ventures was not very high. A senior person in the bus industry stated that the main reason for the bad development of joint venture bus companies is that the narrow product chain and the mode of operation do not meet the needs of the Chinese market. On the truck side, Huawo Trucking Co., which is highly valued by foreign companies, is also in an awkward position with an annual output of less than 200 vehicles.
On the contrary, domestic passenger car brand companies have "sword". At this year's Shanghai Bus Show, domestic passenger car companies have demonstrated to their counterparts at home and abroad new technologies, such as hybrids, public transport concepts, and hydrogen-powered buses, which represent the future direction of bus development. The self-owned brand truck companies represented by Valin, Foton, and China National Heavy Duty Truck are also starting to make efforts. Pointing directly to the traditional territory of foreign brands. On March 10, Foton Motors OMARCO Light Card was officially put into operation in Huairou, Beijing. Fukuda Motor Co., Ltd. happily stated: “Omar can break the pattern of monopolizing the domestic market for high-end light trucks in Japan for many years.†Independent innovation is an important support for domestic commercial vehicles “Domestic companies are more familiar with China’s national conditions than foreign counterparts. Products are also more To meet the needs of consumers, the quality of the domestic brand truck is only 1/3 of that of the European-style car or 1/2 of the Japanese-style car, and the price advantage is very obvious and the service is becoming more and more perfect. A domestic heavy truck company salesperson told reporters. A market analyst from Shanxi Auto thinks. The most important reason for the success of domestic brands is the independent innovation that domestic companies have adhered to over the years.
The reporter learned from the interview that commercial vehicle companies including Futian, China National Heavy Duty Truck, Hualing, Yutong, and Jinlong all regard independent innovation as an important support for the rapid development of enterprises, and use independent innovation to improve quality, with low prices and perfection. Service to establish reputation.
According to Director Chen of Valin Automobile Brand Construction Center, the strategic intention of Valin's technology cooperation with Mitsubishi is very clear. It is through the introduction, digestion, and absorption of Mitsubishi technology to improve innovation capabilities and develop its own brand. therefore. Start with negotiations. Valin sent a large number of technical backbones to participate. After the successful negotiations, Hualing set up a small-scale assembly line, and focused its investment on the development of independent development platforms and production lines. After the two production lines are completed. A small number of Mitsubishi heavy trucks are assembled to learn, digest and absorb Mitsubishi technology during the assembly process, and then apply the learned knowledge to its own brand production line. Going out of the introduction and digestion and absorption of new innovation combined with the new model.
"Suzhou Jinlong's sales exceeded 10,000 vehicles last year. There is no simple imitation in independent innovation, but in accordance with the characteristics of China's market environment, product innovation is driven by technological innovation, and more emphasis is placed on original innovation on the basis of integrated innovation. We can't see the shadow of foreign brands," said one person from Suzhou Jinlong Bus.
The "revolution" has not yet been successful, domestic brands still need to work hard
An expert said in an interview with reporters. The Chinese market occupies an important position in the global strategy of multinationals, and no one can give up easily. Foreign giants will certainly reflect on this. And adjust its strategy. This year may speed up the "localization" process, strive to reduce prices, and expand sales through publicity and public relations. With the rapid development of China's economy, the market demand for high-end products will expand, while the high-end product market is still dominated by imported cars. In this regard, domestic commercial vehicle companies should make early preparations.
In fact. Foreign giants have begun a battle for high-end users. In early April, Volvo signed 87 new FL6E truck contracts with the People's Bank of China, valued at US$6.5 million. Scania also stated that it will move steadily and steadily in China, and it is not in a hurry to achieve success.
"In the low-end market, domestic brands will basically not give multinational companies opportunities, but to seize the high-end market, domestic brands must also be independent innovation, especially in terms of original innovation to achieve a major breakthrough in order to master the core Technology, enhance product safety and reliability, and at the same time make great progress in the design of fuel-efficient and user-friendly,†says Shaanxi Shaqi market analyst. “In addition, the impact of RMB appreciation cannot be ignored.â€
“The ultimate goal of Valin Auto is to go overseas and compete with international famous brands. Even if it encounters great difficulties, it will not shrink back,†said Fang Rui, the overseas business division of Valin. It seems that whether it is in the domestic market or in the vast overseas market, there is still a long way to go before the independent brands of commercial vehicles want to play a bigger role.
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