Dongfeng Chaoyang Diesel Engine Co., Ltd. (hereinafter referred to as “Dawn Chaiâ€), which has always been low-key and stable, has recently performed eye-catching performance. While the strategic restructuring of the introduction of private capital is in full swing, the company has also thrown out a "Dongfeng Dawning Chai Mid-and Long-term Commodity Market Strategy" aimed at deepening its market segmentation.
Light and heavy choices
On August 17, 2011, the Chaochai Fourth Culture Festival kicked off in Kangding, Sichuan. Since 2005, Daw Chai has been the first in the industry to create a cultural platform for the “Culture to Settle and Economically Opera†marketing platform. To this day, attending the Daw Chai Cultural Festival has become the expectation of many customers for two years. The theme of the Daw Chai Cultural Festival is: Sword refers to God Peak and asks Bab. Gao Xianwei, Minister of Marketing of Chaochai Sales Co., Ltd. explained: “The Sword Index Shenfeng is a symbol of the goal and confidence of the Chai Mid- and Long-term Market Commodity Strategy, and asked Ba Lu to imply that the heroes of the world are offering to Chao Chai.†Seminar on the 17th. At the meeting, Zhao Haigang, general manager of Chaochai Sales Co., announced this long-term market commodity strategy that has attracted the attention of the industry: ensuring the leading position in the mid- to high-end light commercial vehicle market, leading the trend of high quality commercial light commercial vehicles, The development of the medium- and heavy-duty commercial vehicle market has formed a challenging position in the engineering dump truck and construction machinery market.
At the same time, Zhao Haigang stated that in the “Twelfth Five-Year Plan†period, Chaochai Company implemented sub-market marketing, strengthened the marketing capabilities of the regional market, comprehensively enhanced marketing to promote the market, and focused on four markets: medium and high-end light commercial vehicles, Economical light commercial vehicles, medium and heavy commercial vehicles, and engineering. The reporter found that this strategic plan seems to be bland, but in fact contains a major adjustment to the structure of Chaochao's products: from the light machine to the heavy machine. Since Chaochai established the factory, the sales volume has ranked first for light commercial vehicle diesel engines for many years. By July 2011, the cumulative sales of diesel engines reached 2.1 million units. The company has been committed to building the first brand of China's light commercial diesel engine. After years of cultivation, Chaochao has become the preferred brand in the pure light truck and minibus market. Among the pure light trucks with a load of 2 tons to 3.5 tons, Chaochao’s market share is 30%.
Gao Xianwei told reporters that through many years of cooperation with auto plants, Chaochao has formed a stable strategic cooperative partnership with major domestic auto companies such as Dongfeng Corporation, Jianghuai Corporation, Futian Corporation, Nanjing Iveco, Zhengzhou Yutong and Suzhou Jinlong. More than 100 domestic companies support. In terms of overseas markets, Chaochai began developing and cultivating foreign markets since China's first light commercial vehicle exports. Currently, it exports more than 10,000 vehicles each year. In 2007, Chaochai established an overseas business unit to fully expand the stand-alone export market by means of agency. Chaochai’s overseas markets are divided into four regions: North Africa and the Middle East, South America, Southeast Asia, and the Commonwealth of Independent States. Overseas business representative offices are located in Algeria, Colombia, Vietnam, and Kazakhstan. Products come to more than 40 countries and regions. From January to July 2011, Chaochai Diesel Engine Co., Ltd. has sold more than 115,000 diesel engines, and it is expected that the annual production and sales volume will exceed 200,000 units. Chao Xiaofeng, deputy director of Chaochao Technology Center, told reporters that Chaochao’s products have formed five product platforms: 102 series, 3L series, D series, 4A series, and gas series. The power range covers 40~180kW, and the whole series has reached the national three emission levels. The 1002 to 120kW 4102 engine has taken the lead in forming the national fourth-level discharge capacity. Despite the fact that Chaochao Xiaoyou's light vehicle power market, in the market, it is precisely the heavy machinery that is profitable. Therefore, the transition can be adapted to the times.
Four major trends gradually clear
As an accessory business, engine companies are extremely sensitive to the signs of the automobile market. When Chaochai made the above plan, he also deeply analyzed the development trend of China's auto industry. Zhao Haigang elaborated on the four major trends at the festival.
The first is the gradual formation of automobile groups. Whether from the "Twelfth Five-Year Plan" or the "Rules for the Adjustment and Revitalization of the Automotive Industry" promulgated by the state, it is clearly stated that the policy of "supporting 14 domestic car companies will be integrated into 10" will promote the formation of a large automobile industry group. In recent years, there have been many such merger incidents, which will make the trend of the automobile industry grouping increasingly obvious. One of the important goals of the group development is to achieve the sharing of resources and reduce the cost. Under the impetus of groupization, the The auto companies have gradually launched their own engine projects. These projects have put a more severe test on the engine projects of their own brands. This requires an independent brand engine company such as Chaochao to think about how to compete with foreign brands and technology products. Whether from the history or the national automobile industry planning, Chaochai people have the confidence to face this grouping trend. The integration of the automobile industry is not a simple addition and subtraction, but the elimination of backward production capacity. Chaochao has always been committed to building high-quality power. It has clearly defined its leading position one step ahead. It has continuously practiced in actual operations and has been recognized by automobile manufacturers and end users. From a historical point of view, Chaochai has maintained a good cooperative relationship with several major manufacturers that may become the main players in the integration of China's automobile industry. In addition to the love of customers, the brand power of Dynachai products also ensures the long-term commitment of Daw Chai and several major customers. From the perspective of the future development trend, Chaochai will also grasp the direction of the Chinese auto industry and continue to maintain market advantages. It is believed that no matter how the Chinese automobile is integrated, Chaochao will be the most worthy cooperation engine for each auto group. supplier.
The second is an increasing demand for diesel engine technology. In the second week of May 2011, China’s oil imports hit another record high, reaching 5.5 million barrels per day, while in May 2010, China’s oil imports were 4.05 million barrels per day, an increase of 1.45 million barrels per year. day. In 2010, China's crude oil dependence rate was 51.3%, exceeding the 50% warning level. In 2010, the “Blue Book of Energy†report of the Chinese Academy of Social Sciences predicted that China’s foreign oil dependence will reach 64.5% after 10 years. This severe situation puts forward a more sacred mission for the Chinese internal combustion engine industry—energy saving, high efficiency, emission reduction, and high reliability. In order to cope with the energy crisis and at the same time protect the environment, the country has intensively put forward automobile emission requirements in recent years and has now reached the implementation stage of the National IV standard. In addition, the requirements for fuel economy of vehicles have also been proposed. For example, the demand for power is gradually increasing, and it may become a negative indicator of the quality of products. In order to adapt to more stringent standards, the direction of development of the diesel engine industry in the future will be high power density, high power ups, and low speed and high torque. Therefore, the system matching between the fuel system, the booster system, the filter system, and the combustion technology needs to be more reasonable. The high-sealing, low-friction technology needs to be more widely used, and the application of alternative fuels is becoming more and more widespread. This is for the diesel engine industry. It is a big test.
[next]Third, the protection of intellectual property rights will gradually receive attention. China's protection of intellectual property rights has a great deal of deficiencies in legislation and implementation. This deficiency makes people feel complacent about the strong ability of a cottage. However, this kind of super-strong ability in cottages has in fact profoundly impaired the enthusiasm for independent innovation and the ability for independent innovation. Ultimately, it is the national interest of China that has been damaged in the automotive industry. In order to change from a big country in the automotive industry to a strong country, the state must pay attention to the protection of independent intellectual property rights, encourage independent innovation, and standardize the development of the industry. At the same time, the competent authorities must also be able to speak up on the related industry laws and regulations that are issued. An infringement that undermines the enthusiasm and development opportunities of companies with innovative capabilities.
Fourth, the transformation of the country's economic growth mode will directly affect the structural transformation of automotive products. In the past, China’s economic growth drive, fixed asset investment has always been the main force, consumption and exports have contributed less in promoting economic growth, and economic growth model based on fixed asset investment has promoted the contribution of resources and capital to economic growth. Beyond the trend, promoting unfair distribution of social income has affected the spending power of Chinese society. The change of this situation will directly affect the changes in the structure of China's auto products. The heavy trucks that previously relied on fixed investment growth may shift to the direction of logistics. Therefore, lightweight, high-speed and high-efficiency heavy trucks have become a trend. With the increase in consumption and the prosperity of the logistics industry, there will be more robust growth in the mid-to-high-end, high-end, and light-duty trucks. High-end and high-end efficiency may be a major trend. The pickup market is likely to see a new turn for the better. It has become one of the top models in the United States, but it may be something after the 12th Five-Year Plan. The passenger car market will really benefit from this transformation. The emergence of a large number of middle-class population will directly promote the prosperity of passenger vehicles. The growth of consumption and exports will promote the direct growth of demand for commercial vehicles as the preferred secondary vehicle replacement SUV. New opportunities will also be ushered in, and ordinary cars will also have an explosive growth. In the passenger car field, there will be more and more demands due to the growth of people's travel. In short, the Chinese automobile market will be brilliant during the “12th Five-Year Plan†period.
System Reform and Structural Adjustment
Zhao Haigang said: "The 50-year journey of Daw Chai tells us that continuous innovation will continue to challenge ourselves and surpass the existing thinking mode, so as to achieve new development of Chaochao, and accelerate the economy mentioned in the National Twelfth Five-Year Plan. The strategic changes in growth methods and the related requirements for improving energy-saving and emission-reduction require us to constantly challenge ourselves and achieve breakthroughs. In order to adapt to this trend, Zaochai will make the following important adjustments during the 12th Five-Year Plan period.
The first is to consolidate and improve the product quality, and continue to build a product image that maintains high-quality power. Based on the four distinctive features and trends of the above-mentioned Chinese auto market, North Korea must establish a product image with high quality power, proceed from the technical strength for speed increase, focus on ensuring product quality and reliability, establish a high-quality power product image, and satisfy Chinese autos Industrial grouping, engine self-owned, and international competition.
The second is to increase the brand power of the segmented market and strengthen the profitability in the segmented market. In the national "Twelfth Five-Year Plan", it is clarified that China is a major automobile country, but it is not a recognition of the automobile power. Indeed, China’s auto industry has become the world’s largest by an alarming rate, but it is not yet the world’s number one. The competition in the Chinese auto industry has always been disorderly. Chinese companies seem to be accustomed to price wars. Industry competition frequently uses prices as a weapon to win the market. Of course, price is not a cause for criticism. However, this will cause companies to invest less in product research and development. In the middle, it affects the fundamentals of the development of China's auto industry. I would like to further formulate and clarify strategies and measures to promote the upgrading of China's auto industry in the national "Twelfth Five-Year Plan" and promote the development of China from a big auto industry to a strong one. In order to adapt to the emergence of a new situation in the Chinese auto market, Chaochai has formulated a detailed “12th Five-Year Plan†strategic plan. We will focus on ensuring that Chaochao’s brand influence in the market segment focuses on strengthening profitability in market segments. . Chaochai currently has excellent products for light trucks, quasi-medium cards, light passengers, pickups, high-end light passengers, and high-end light trucks. With the development of China’s economy, the demand for the automotive market has undergone profound changes. The consumer psychology of low price and high quality has been transformed into a demanding and inexpensive way of demand. Even in certain market segments, Wumart is the only standard. This is also the basis for Chaochai’s development of “a brand that is promoted in the market segmentâ€. "Stressing to focus on strengthening profitability in market segments" has enabled the strategy to be implemented.
The third is to actively promote the modernization of the company's management reform, and strive for the company to develop a greater capital space, diversification of the company's operating capital to enhance the company's overall competitiveness. The state has made clear the direction of state-owned enterprise reform. The next step for state-owned enterprises is to directly carry out market reforms under the state-owned system, rely on capital market reforms for public companies, realize the diversification of state-owned enterprises, marketization, and capitalization of state-owned assets, and strengthen the capital sector. The deportation stepped up the ability of enterprises to adapt to the market. During the “Eleventh Five-Year Plan†period, China’s private capital in the Chinese auto market emerged from its budding stage to accomplish many things, demonstrating the positive impact of the capital market on the development of the auto industry. With the reform of the enterprise at the capital level, the management of the company will be more open and competitive. In the marketing field, it will strengthen the marketing capabilities of the terminal market and face the market with a more positive attitude.
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