Imported heavy trucks sell well in the Chinese market

According to the data from the China Association of Automobile Manufacturers' Information Conference, from January to November 2012, China had a total of 51,400 imported vehicles, a cumulative increase of 74.3% year-on-year. Under the circumstances that the domestic heavy truck market is in the doldrums and continues to linger at low levels, the import of heavy trucks has maintained its growth momentum. One cannot help wondering whether the domestic freight market is good or bad. If so, why do so many heavy-duty truck users complain about doing nothing? If it is not good, then how do those transport companies that buy European and American heavy trucks at prices 2 to 4 times higher than domestic high-end heavy trucks ensure that they earn money, and at least recover the cost of car purchases?

Dedicated vehicles need to drive overall sales

Industry insider Yang Zaiyu believes that in recent years, the number of imported heavy trucks has been increasing year by year. However, this data should be viewed in a calm manner. After all, the base number is relatively small. Careful analysis of the imported subdivision models has led to more imported Japanese trucks, but most of them are light trucks. Most of the imported heavy trucks are still concentrated in the European brands, of which Mercedes maintains its traditional advantages, occupying 60% of the market share of imported heavy trucks. At the same time, Volvo, Scania, Man, and Hino are gradually being accepted and accepted by our users. Mann and Volvo are used for road logistics. A large part of Mercedes-Benz and Scania are used for special vehicles, mainly fire engines, aerial vehicles, cement pump trucks and military vehicles. In 2012, China’s internal and external needs were not as strong as before, and the freight market was deserted. Volvo and Man’s vehicles facing highway logistics users were also affected. In contrast, sales of Mercedes-Benz and Scania increased due to the increase in demand for specialty vehicles.

It is understood that Mercedes-Benz has been leading the import of heavy trucks in China and Europe for six consecutive years, and has consistently occupied more than half of the market. At present, China has become the world's third largest import market for Mercedes-Benz trucks. In 2012, the delivery of Mercedes-Benz trucks in China exceeded 6,000 vehicles, and authorized dealers and service stations have exceeded 40.

Although the statistical data for the whole year have not yet been announced, the reporter learned from an interview with Lu Hao, Truck Sales Director of Scania Sales (China) Co., Ltd. in 2012 that Scania had sold cement mixing pump trucks in 2012. It will be 3 times that of 2011. Analyze the reasons for the growth. Lu believes that the solutions and products provided by Scania to users can achieve overall high efficiency. This is precisely when the freight market is not good. Transport companies and teams are most valued and concerned.

According to Tan Xiuqing, an expert from the Expert Committee of the China Association of Automobile Manufacturers and vice president of Shandong Heavy Industry Group Co., Ltd., the main reason for the significant increase in sales of European heavy trucks in China in 2012 was the growing demand from refitting companies for imported truck chassis. The increase in volume or the increase in vehicle purchases by road logistics companies is not significant.

“Zoomlion, Sany Heavy Industry, and Hualing Xingma have always used imported truck chassis to manufacture some high-end special vehicles such as cement pump trucks. In general, these companies used to use Mercedes-Benz chassis, followed by Scanney. Ya. Because it is predicted that large-scale construction and investment will start in the second half of 2012, the demand for cement pump trucks, aerial vehicles, etc. will inevitably increase, so many companies have increased the output of special vehicles of this type and increased their prices. Inventory, so the demand for imported truck chassis increased." Tan Xiuqing believes.

The concept of domestic users is changing

“After carefully observing the sales strategy of European and American heavy truck companies in China, although the concepts and concepts put forward by different companies are different, the core concept, high efficiency, has been mentioned by almost all companies, especially in recent years. The reasons are consistent with our country’s continuous improvement. Road safety transportation management is not unrelated, and in the event that it is impossible or difficult to overload the transportation, the advantages of foreign heavy trucks gradually emerge, and at the same time, China’s automobile industry and the national economy have experienced structural transformation and upgrading, and energy conservation and environmental protection are no longer propaganda. , And become the actual needs of users." Analysis of the industry.

In an interview, the reporter found that the concept of some logistics companies with a certain scale is changing. “The purchase cost is one of the considerations in the purchase of a car by the company, but the ultimate decision to buy a truck depends on the return on assets and the best profitability point. Although the price of imported heavy trucks is high, the work efficiency is much higher than domestic cars. The average domestic heavy truck cannot run every day, and it is very good to be able to attend 20 days per month, while the imported heavy truck can be attended almost daily.In addition, due to its outstanding advantages in speed and safety, the cost performance of imported heavy trucks and the gap between domestic brands It is not big. More importantly, modern logistics companies have high requirements for the accuracy of transportation time. Therefore, the advantage of domestic cars in terms of price has been gradually offset in other aspects,” said a person in charge of a logistics company.

Yang Zaiyu analyzed that the number of trucks (that is, attendance) will directly determine the user's income during the year. There is of course a cost for income, and operating costs will determine the total cost. Operating costs include fuel, maintenance and repair costs, tire wear, driver salaries, and more. If the truck’s attendance rate is high, the user’s income will be correspondingly higher. From this point of view, the operating costs of high-end products are very low. Although investment in trucks is high, investment does not exactly equal costs. Investment is an asset. The depreciation and interest costs incurred by fixed assets are much smaller than other costs, but the benefits of high-quality fixed assets are absolute.

“Because of the higher prices, large logistics companies use more imported trucks, and individual owners use very little. I only had one imported heavy truck when I participated in the competition, so I don’t have much experience with the fuel-efficient and reliability of publicity, but It is very sensitive to the safety and exquisite workmanship of the vehicle. It is even more comfortable to sit in the cockpit than the domestic economical car.” said the driver of Shandong Motor Co., Ltd.: “If there is a long-term, stable supply, I will definitely choose to import trucks. ."

“Two major trends can be found in the fast-growing truck market in China, India and Russia. First, local truck manufacturers are upgrading their best-selling truck models, partly due to the increasingly stringent exhaust emission standards. Considerations; the second is the increase in demand for high-end trucks manufactured from European and American traditional markets. This is mainly due to the increasing demand for reliability, economy, and durability of heavy trucks in emerging economies.” Mercedes-Benz Aspect said.

The most attractive market in China

“This year, the Chinese truck market is expected to recover, and the increase is expected to exceed 10%. Mercedes-Benz trucks will surely benefit from the market recovery,” said Hubertus Troska, head of the Mercedes-Benz truck business.

"China's economic contribution to the world economy is obvious to all. The Chinese market is also the most attractive and dynamic market. Therefore, companies from all over the world are trying to find ways to enter the Chinese market. The heavy truck market is even more so." Industry insiders said.

Yang Zaiyu said: "Fourteen years ago, Scania has begun to adjust its global strategic plan and shift its strategic focus to China. The future direction of development lies in the emerging economies market headed by China. The high-end demand for China's heavy truck market is Rising, the future of the global heavy-duty truck market in China, because in some markets in China, there has been demand for high-end products that are no different from the European market.With the increase of China’s foreign trade, and the increase in the length of international land transport routes, high-end roads The demand for tractors will also increase."

At the recent Guangzhou Auto Show, in addition to domestic heavy truck companies such as Guangzhou Automobile Hino, Dongfeng, and Shaanxi Auto, the foreign heavy trucks also made appearances. The Navistar 6x4 tractors, Iveco's new Stralis Hi-Way tractors, Eurocargo and the new Trakker are all eye-catching.

A few years ago, Iveco had stopped importing heavy-duty commercial vehicles. In September 2012, Iveco established a Chinese company. In the opening ceremony of its three new cars in Asia, Wang Ning, general manager of China, further explained the three major Iveco China. One of the tasks is to introduce the Italian high-end Iveco model in China. The goal is to rapidly increase its market share of imported heavy-duty vehicles in China from current zero to 20% to 30%. At present, the total sales volume of high-end heavy trucks in China is around 10,000 vehicles. According to Iveco's goal of "to achieve a market share of 20% to 30%," that is 2000 to 3,000 vehicles.

He Mochi, executive director of the Scania China Strategy Center, believes that in the next five years, China's logistics and transportation market may have a big change, and Scania's market share will rise accordingly. China’s total heavy truck sales will not grow any longer. If 600,000 units were sold in 2012, it would still be 600,000 vehicles in five years. However, the quality of the vehicles will be better at that time, and more transportation tasks will be completed, so the efficiency will increase. Under such circumstances, the proportion of high-end market will be larger than it is now. The demand for high-end heavy trucks in China will increase at a rate of 1% per year. After eight years, the market share of high-end heavy trucks in China will reach 10% of the total heavy trucks.

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