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In 2007, the selection of Chinese famous brand products was settled on September 11. Dongfeng, Jiefang, Futian, China National Heavy Duty Truck and Shaanxi Auto finally won the title of China Famous Brands. They will be listed in the history books as the first batch of truck brands selected as Chinese famous brands. At the same time, for the first time, the trucks that were selected as "China Top Brands" have become another category of cars selected as Chinese famous brands after the bus.
Before 2004, the brand name of China could not find the shadow of the car brand. Although China's auto industry has ushered in its first high-speed development period since 2002, after spurt growth, what remains in the minds of the people is the number of sedan products bearing the “foreign nameâ€. Even when it comes to cars, it refers to cars. When it comes to brands, they are foreign brands or joint venture brands. It must be admitted that at the time, China’s auto industry was big but not strong, and the independent brand of the car was in the initial stages of exploration and was rampant. The truck brand was also ignored by the consumer market because of its low level of technology and as a means of production.
Today, trucks have broken through the embarrassment of the lack of brand names in the Chinese automotive industry after the bus. In the rapid development of the truck industry in recent years, Dongfeng, Liberation, etc., have used strong technical reserves and comprehensive after-sales services to interpret the strength of China's famous brand, and have won the recognition of consumers both in the domestic market and in overseas markets. The facts of these brand-name products prove that the truck industry has become an important force for China's auto industry to achieve leapfrog development.
Roots independent research and development
To explore the reason why China's auto products have not been short-listed for the "China Top Brand" selection, the root cause is probably the lack of self-owned brands with rich market appeal in the Chinese auto industry. Take the current passenger car market as an example. In addition to economic models, joint venture brands still dominate other market segments. In contrast, truck companies have achieved outstanding results in independent research and development.
Since 1956, China’s first batch of liberation trucks developed and produced by the company itself went offline. The truck industry in China has always used independent research and development as the foundation for development. According to data records, China's first truck model is the Liberation CA10 with a trim weight of 3.9 tons and an engine displacement of 5.5 liters. Subsequently, in order to meet the needs of the national economic development, FAW has successively developed CA10's CA140 and CA141 trucks with improved and replacement products to 1983. In the meantime, the second automobile manufacturing plant (ie Dongfeng) was completed and put into operation in 1975. Prior to 1991, the EQ 1405-ton truck and the EQ1141G 8-ton flat-head diesel truck were developed. It can be said that from the time when reform and opening up began, Liberation and Dongfeng had established a solid foundation for the development of China's truck industry through independent research and development.
Into the 1980s, in order to solve the problem of heavy-duty vehicle production capacity, China imported the Austrian Steyr heavy-duty vehicle technology. Today, China National Heavy Duty Truck, Shaanxi Auto and Hongyan respectively assemble vehicles, and the production of Hangfa and Weichai engine. Steyr's technology has been digested and absorbed by truck companies in China. So far, the new products developed as a platform have occupied half of China's heavy truck market. After CNHTC was restructured, CNHTC Group merged and introduced Volvo's cab technology and proprietary patents to develop Hao Hao series heavy truck products. Shaanxi Automobile used the imported Man Corporation F2000 cab technology to launch the DeLong F2000. In addition, in 2002, Beiqi Foton launched the Foton heavy truck on the basis of the domestic mainstream heavy tonnage heavy truck product technology platform, together with the improved North Mercedes-Benz cab, and subsequently introduced the Auman heavy truck with reference to the European-style popular heavy truck cab. , so that sales increased significantly, become a new brand of trucks, "black horse."
Since last year, Dongfeng and FAW have successively launched Tianlong and J6 series heavy trucks based on their respective new-generation heavy truck technology platforms. Both of them are equipped with 12-liter and higher-horsepower electronically controlled engines, full synchronizer transmissions, electronically controlled suspensions, etc. Currently the most advanced configuration in the country. These technological innovations can not only lead the domestic market demand, but also achieve convergence with the international level. It is understood that China National Heavy Duty Truck heavy truck products will also be developed this year, will soon join the new generation of heavy truck competition.
According to statistics, the current market share of independent brands in the truck market is over 90%. It can be said that the truck industry provides an important basis for the development of independent brands.
Improve marketing system
In recent years, the sustained and rapid growth of the national economy has driven the rapid development of the logistics industry, resulting in an ever-increasing demand for truck products. Since 2004, light and micro-cards have maintained a steady growth; and after undergoing adjustments in 2005, this year's heavy-duty truck market has re-emerged as a “blowout period†and its average sales volume has increased by a staggering 71% year-on-year. Most truck companies have seized this market opportunity and achieved a significant year-on-year increase in sales. Among them, the truck company's reform and improvement of its own marketing service system has undoubtedly played an important role.
In the past six years since China's accession to the WTO, the marketing model of truck companies in China has gradually shifted from the original planned operation to dealer network operations. With the continuous improvement of online marketing, the brand image and sales volume of truck companies have been greatly improved.
Take China National Heavy Duty Truck as an example, the products before the marketing reform are always constrained by regional restrictions and affect sales. For this reason, Sinotruk has made three changes to the marketing methods: First, the transformation of marketing concepts, that is, adapting to the market and transforming it into a business. The market has mastered the market's initiative; Second, sales personnel change from selling cars to building social networks and selling cars through social networks. Third, sales personnel serve the sales network and organize the development of resource networks in the region. After several years of construction, China National Heavy Duty Truck sales network has been very sound, forming a marketing, refitting, services and accessories four major network sections. With a sound network system, the sales of China National Heavy Duty Trucks will occupy the top of the heavy truck industry.
This year, some truck companies have made a new round of reforms in their marketing models. Dongfeng Commercial Vehicle proposed the concept of marketing transformation at the beginning of the year in response to the market situation. Its purpose was to change the past product-oriented marketing system to a market- and customer-oriented marketing system. It is understood that the marketing transformation plan of Dongfeng Commercial Vehicle involves three phases, including pre-sale, sales and after-sales. That is, pre-sales requirements require understanding of customer's consumer demand, and provide sales suggestions to customers according to different working conditions; sales process plans include providing financing plans, sales credit plans, and market information for customers; after-sales solutions including maintenance plans and customer information. And future used car programs.
Shaanxi Auto has focused its services on services and built a "big S service" project earlier this year. Shaanxi Auto will fully explore the market resources of various companies in the Weichai system, and conduct integrated operations in terms of service network sharing, policy coordination, technical training, parts placement, image construction, market development, etc. to maximize the promotion of services for marketing work. effect.
Leading export market
For a long time, China’s truck products have always occupied the leading position of China’s auto exports because of its technical strength and competitive price advantage. According to statistics from the China Automobile Association, in the first half of this year, the total vehicle exports were 241,200, of which trucks exported 104,000 vehicles, which accounted for 43.12% of the total vehicle exports; while the exports of the other two major export cars and passenger cars were only 6.70 million vehicles and 30,400 vehicles.
As the data shows, the truck industry is in a clear dominant position in the auto R&D field in China. With the increasingly frequent exchanges with the international market, the gap between China's trucking companies in research and development capabilities and manufacturing processes and Europe and the United States is gradually narrowing. It is understood that some truck companies currently have to expand overseas markets as their top priority next year.
However, from the perspective of the export situation in the past five years, the export structure of truck products was unreasonable, the price of products was too low, the exporting countries were dispersed, the marketing and service network was lagging, and the lack of brand strategy and other issues had not been well resolved. The gap between brand building and service quality of foreign brands is largely caused by the “internal consumption†among exporting companies.
In response, the reporter was delighted to see that many mainstream trucking companies have stated that the increase in export volume is not the first goal pursued by companies. Enterprises will pay more attention to the foundation, attach importance to overseas dealer team building, and attach equal importance to distribution and management. At the same time, companies will also focus on advancing and consolidating the markets of major exporting countries and avoiding too long fronts. This shows that China's truck exports are maturing in the international market.
Now that China has its own truck brand name, the reporter hopes that these names will be able to float across the ocean as soon as possible, take root in exotic lands, and implant people's hearts. (Zhang Shaochen)