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After the Spring Festival work, presumably the company is most concerned about the production and sales situation after the start of the year. Since the New Year's Day and the Spring Festival this year are all concentrated in January, presumably sales figures will not be too good-looking. The data released by all commercial vehicle companies have fallen sharply. The heavy-duty truck market has dropped by about 60%, and passenger car sales have also shrunk to varying degrees. However, it is not representative of the sales volume in January. It is necessary to look beyond the next two or three months to make a more accurate judgment on the overall market trend this year.
However, from the current production and sales targets and forecasts of various companies, this year's market is more pessimistic, the bus industry is slightly better, because the school bus attention and passenger traffic continued to grow, industry experts believe that the overall increase in passenger cars will be 12%. The truck industry has not been so optimistic. This year's sales have been flat or slightly growing. Most companies have judged that even some companies may not be as good this year as last year.
The development of commercial vehicles is closely related to the economic situation. Since the Chinese economy is facing many risks and uncertainties this year, the industry’s overall pre-judgment is not too optimistic. This is not optimistic, but I think it is not a bad thing. For the commercial vehicle industry, it has experienced several peaks and troughs since the beginning of 2000. In this ups and downs, it has exercised the ability of the strong to resist risks and eliminated disadvantaged enterprises. , laid the industrial status of various companies. Therefore, even if the situation is no longer serious, commercial vehicle companies have already experienced wind and rain, and gradually build up their core competitiveness in the market. It will not cause the entire industry to collapse because of the good or bad of the market.
At this time, it will help the company to dig deeper to improve quality and service. Although China’s commercial vehicle market ranks first in the world in terms of scale, production and sales, it is difficult to match profits with foreign companies. This illustrates two problems: First, the added value of the product is low; second, the premium ability of the brand is weak. The added value is attached to the product, while the service can enhance the brand's added value. In both areas, domestic companies still have a small gap. The concrete expression is: The user approves the commercial vehicle in China, but there are a lot of bugs and small problems, and the short life is the normal state. The author once interviewed a Japanese-owned commercial vehicle company. Japanese CEOs are proud to say that he saw in Beijing that cars imported more than 20 years ago are still in service. There are few examples of domestic companies.
As for services, although most enterprises have established a relatively complete service system, what level of customer satisfaction can be achieved? Can you honor your promise before buying? I am afraid I have to use question marks. This year, when the author participated in an annual business meeting of a truck company and communicated with the company's service providers, he said that although companies pay more attention to service than before, they actually sell first. For services sometimes not taken into account, support is not great.
Brand building is not an overnight success. It requires companies to continue to invest, and at the same time can not be separated from the promotion of products and services. Therefore, when the year is not very good, we can just concentrate our energies and take the opportunity to make good products and services to fill in the lessons of good times. Fortunately, at the 2012 annual business meeting of truck companies, the author noticed that they all attach importance to quality and service, set goals, requirements and measures for product quality and service improvement, and bus companies are also increasing product additions. The value is a lot of effort.
This is the trend of the industry's development and the external environment for the commercial vehicle industry. When companies predict market trends this year, besides macroeconomic factors, they will certainly not ignore the policy environment. This year, the policy environment for commercial vehicles is particularly severe. As soon as the opening of the year, the implementation time of the National IV Standards has finally come to an end. Comments on defective product recall regulations, speed limits, fuel consumption standards, vehicle structures, safety devices, and school bus standards have all been implemented. A layer of requirements imposed on companies, presumably the company will not be too easy. In the final analysis, the direction of these policies is inseparable from product quality and service.