New normal in the truck market: users change from retail to group

After the Spring Festival this year, the peak of traditional truck sales did not come as expected, and the peak season has become the new normal. In addition, another new normal has not yet been adapted to many truck dealers. They are accustomed to sitting in the shop to open the door to welcome one after another individual, knowing that such a scene may be difficult to reproduce. As market demand is changing and the user community structure has changed, individuals who buy cars have become less and less able to earn money, even if it is difficult to see, and group customers with small but small orders are gradually Become the main body of users. This change has become another new normal in the truck market.

20% of users contribute nearly 50% of sales

Concerned about the recent sales orders of truck companies, it is not difficult to find that orders for dozens of vehicles and hundreds of vehicles are more than in the past, and orders for one or two vehicles are getting fewer and fewer. In early March alone, Shaanxi Automobile received 31 orders in Hebei, Ruiwo Heavy Truck delivered 41 units in Shandong Zaozhuang, and Dongfeng Commercial Vehicle received orders for 143 vehicles in Dongying, Shandong Province. It is said that there are more and more large single truck companies, and it is not difficult to find that the trend of truck users' structure shifting to group users is very obvious.

The reporter learned from a number of truck sales personnel that the development of group users has become an important marketing strategy for companies. Zhang Xiaodong, general manager of China National Heavy Duty Truck Sales Department, told reporters that the current proportion of China National Heavy Duty Truck customers accounted for about 20% of the group. This proportion is in line with the current proportion of Shaanxi Auto's group users. According to Liu Xin, deputy general manager of Shaanxi Heavy Duty Truck Sales Co., the group accounted for 20% of the total sales of the company, bringing nearly 50% of sales to the company. Such high sales contribution has become an important reason why truck companies have turned their attention to group users.

Since the implementation of the Fourth National Emission Standard in 2015, the development trend of trucks to high-end has become inevitable. The group's financial strength and anti-risk ability are stronger than those of individual investors, and they are also more suitable for upgrading product prices after the emission upgrade. Therefore, it is a shuffle for both dealers and businesses. The dealers of HOWO light trucks of Changsha, China National Heavy Duty Truck Co., Ltd. said that although the cost of purchasing light trucks was increased after the emission upgrades, resulting in fewer price-sensitive retailers, sales of the Group's users have not been affected. According to him, at present, the proportion of its group of light-card customers has reached 40%.

Group customers to be digging <br> <br> User Group sales despite considerable contribution, but Tan Xiuqing believes that the current user's group sales in our country there is still room for improvement. Tan Xiuqing compared the Swedish truck company Volvo's sales of trucks in Europe and found that the volume orders of its individual group users can reach hundreds or even thousands of vehicles, and such large orders are still rare among the group users of truck companies in China.

Tan Xiuqing believes that this is closely related to the existence of large quantities of inventories in some of China's transport-demanding companies. At the same time, inventory problems have led to slower progress in the production of enterprises, which in turn has affected the demand for a large number of vehicles. "As the national policy continues to improve and the company's development reaches a certain level, the economies of scale will become more and more apparent." Tan Xiuqing emphasized that from the point of view of the general trend, more and more group users will grow. Therefore, when truck companies expand their group users, Look long-term.

Although some companies with transportation needs have not yet reached a greater scale, Tan Xiuqing said that the development of e-commerce logistics has become irresistible. This group of users in the market segment can further tap. Truck companies also recognize this. According to Liu Xin, in the same period of last year, after experiencing a sharp decline in the market demand for dump trucks and natural gas vehicles that experienced traditional advantages, Shaanxi Automobile began the transition to logistics vehicles, transforming from product optimization, channel capacity enhancement, and service system to all-round transformation. This year, with the help of the successful transformation of logistics vehicles, it has made progress in the group user market. Zhang Xiaodong also believes that from the perspective of market demand, “truck + truck” has become the “big head” of truck sales this year, and this part of the market has also concentrated a large number of group users, which is the focus of corporate marketing.

Promote the trend of customized products and services <br> <br> transfer to the user group for users of the truck, Tan Xiuqing suggested that enterprises should be based on user demand characteristics of the group to launch customized products to meet the transport needs of groups of individual users.

Gao Weizhi, vice president of China Railway Logistics Co., Ltd., has repeatedly stated that, as a group user with a large number of car needs, in addition to focusing on product quality, he also values ​​the after-sales service level of the company. Products and services have been fully upgraded to make them more attractive to group users.

In response to this, many truck companies are also forming consensus on continuous customer visits. Zhang Xiaodong believes that in the process of shifting users to group users, it will eliminate some backward production capacity and products in the industry and make the products develop to the high end. At the same time, the demand for high-end services by group users has become increasingly apparent, and companies have also been encouraged to try different service models.

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