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“Lack of technology and less funds†has always been a stumbling block to Chongqing’s Hongyan, and partial security and strategic conservativeness have shown its weaker position in the market. It is still unknown whether the restructuring of Iveco and SAIC can solve these problems.
Across the more than 20 large and medium-sized cities, the trip is about 5,000 kilometers, which lasted for nearly 30 days.... Recently, Chongqing Hongyan has launched its product promotion campaign “Bawang Action†in a generous way to the Yangtze River Delta. This massive action is For the heavy truck industry, it is quite conspicuous.
Informed people will understand that Chongqing Hongyan's vigorous efforts to promote sales are reflecting its eager to change the embarrassing situation in the heavy truck market, Hongyan also realized that it can not be stable to the southwest corner, we must take the initiative to win more areas market.
In fact, Chongqing Hongyan is getting further and further away from its competitors. From January to June of this year, Sinotruk and Shaanxi Heavy Duty Truck, both formerly of the CNHTC Group, achieved a year-on-year growth rate of more than 30%. Shaanxi Zhongqi also achieved a year-on-year increase of more than 73%. Chongqing Hongyan also has a certain amount of growth. Growth, but sales are still far less than the first two, not to mention compared with the first camp of Dongfeng, liberation, Chongqing Hongyan ranked in the final position of mainstream heavy truck manufacturers has not changed.
Why "left behind"
Although the heavy-duty truck market has not shown strong growth this year, the trend of demand rebound is obvious. Sinotruk and Shaanxi Heavy-duty Trucks, separated by CNHTC, have achieved the most outstanding results in the industry, while Hongyan still maintains a relatively low market. Occupancy rate, market performance is obscure.
In fact, Chongqing Hongyan’s “missing team†is not a short-term performance. The single technology and strategic conservation are the main reasons for its long-term lagging behind competitors.
At present, heavy-duty truck products are new, and with the launch of major models such as HOWO, Dongfeng Tianlong, Jiefang Dawei, Shaanxi Auto Delong, Futian Auman ETX, etc. The market, compared with the Steyr Overlord, King Kong and other new products currently launched by Chongqing Hongyan, is clearly not a heavyweight.
Looking at these domestic heavy truck manufacturers, the shadows of cross-border heavy truck giants such as VOLVO, Mann, and Renault have become increasingly apparent in their bodies, and they have achieved breakthroughs in their existing technologies and rely on foreign technologies to improve their grades.
In contrast, in Hongyan, Chongqing, in addition to firmly holding Steyr technology, there is no more obvious technical orientation. It is undeniable that Steyr's technology platform still has a large market in China, but if the technology platform that gradually withdraws from the historical stage is still made up as a unique technology that is highly respected and not updated, the passive situation in the future will intensify. Although it may take some time.
If it can be said that the technology cannot be substantially updated is an objective reason, then the overall strategic conservatism is the subjective reason for Hongyan’s disadvantaged status. This kind of conservation is not only reflected in its product strategy, but also in the backwardness of marketing strategy and market awareness.
From the perspective of product strategy, there are also many models of Hongyan and Steyr vehicles from Dump Trucks to Tractor Units - Xin Da Kang, King Kong, Steyr Overlord, Yun Shen II, but these models are not like other models. Like manufacturers, they can have impact models in the national market.
Of course, it cannot be doubted that the performance of its products is unavoidable, and the conservative marketing strategy is definitely the main reason for this situation. Just as the Hongyan dump truck has a certain market in the area according to the improvement of the special road conditions in the southwest region, its strategic target market is mainly located in the southwestern periphery not far from its hometown, thus making it lack sufficient market reaction power.
This kind of conservative situation, Hongyan, of course, can not be tolerated. The major action promotion in the Yangtze River Delta can be fully understood as a breakthrough in its marketing strategy. However, there are many manufacturers in this area, “Chen Bing,†and how much Red Rock can have a chance to say .
Can reorganization change the status quo?
After the torch was separated from the torch, the restructuring of Chongqing Hongyan, Iveco and SAIC seems to usher in a turning point in development. However, this new joint venture company, which is in an absolute controlling position for both Vapor and Iveco, has not yet been truly operational. However, it does not place too much hope on Hongyan itself.
He Yong, chairman of Chongqing Red Rock, once thought that the cooperation with SAIC and Iveco was not the focus of Chongqing's Hongyan work. He clearly realized that the bigger task of Hongyan is to further improve the operation and management of marketing channels and strengthen new products. The strength of marketing efforts is that they cannot rely too much on partners and rely on themselves.
From the aspect of SAIC, SAIC's “Eleventh Five-Year Plan†is based on the combined strategy of passenger cars and commercial vehicles, and realizes the “One Big One Smaller†strategy. “Greater†mainly regards heavy trucks as an important development strategy. Restructuring Hongyan is actually a pawn for SAIC's heavy truck strategy. The absolute holding status of SAIC and Iveco further explains the problem. So, what is the right of the future for Hongyan in Chongqing? Is it an independent development or an attachment to a partner? This undoubtedly brings about changes in the cooperation of Chongqing Hongyan.
In fact, people in the industry also believe that after the reorganization with SAIC and Iveco, Hongyan will continue to rely on the Steyr platform within a few years. Red Rock may only upgrade its Steyr products, and the joint-venture frequency in the heavy truck field The enlightenment of the red light will still be confirmed in Chongqing Hongyan.
At present, the heavy-duty truck market is fiercely competitive. Even the southwest region of Chongqing, where Hongyan is guarding, China National Heavy Duty Truck and Chongqing Yunhe have joint ventures, Northern China Mercedes-Benz has integrated Chongqing Railway Horses, and tigers view the special-purpose vehicles and heavy-duty truck markets. "" Chongqing Hongyan faces unprecedented challenges.
The technology and market strategy are very simple. Both are indispensable. Fortunately, Chongqing Hongyan has already recognized the urgency. A high-profile march into the Yangtze River Delta region will undoubtedly open the curtain of counterattack, but it still lacks the most powerful "weapons."
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