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With regard to the heavy-duty competition in the heavy truck market, for the new entrant Sichuan Modern, how much chance of survival?
This depends on the product as well as on the person. Some previous failed cases have proved this point, and only if both are correct can there be chances and opportunities for success.
In terms of products, the Sichuan Hyundai Tiger Heavy Truck, which was listed during the Beijing Auto Show this year, was given a high rating by numerous card-friends during the organization's “Car Friends Auto Show†event. After a recent personal experience at the Sichuan Modern Organization's media trial meeting, the reporter also believes that Chuanghu is a good heavy truck product.
The product is right. Next, how Sichuan Modern operates this product, how to formulate a market strategy, and how the joint venture’s understanding of the Chinese heavy truck market is the key to the next decision whether or not the Tiger Heavy Truck can become a spoiler for the Chinese heavy truck market. And this depends on people.
The price starts at 300,000 yuan. On May 20th, the sales department head of Sichuan Hyundai Motor Co., Ltd., Jinji Cheng, who had just taken up a new job, and Deng Xiaoling, the minister of sales department, were interviewed by the media and asked questions about the price, channel, and service of Tiger. Answer one by one.
At the time of the Beijing Auto Show listing, Sichuan Hyundai did not announce the price of Chuanghu; the Sichuan Hyundai has still not announced official pricing. However, Jin Jicheng revealed that the basic models are priced at 300,000 to 400,000 yuan and luxury models of 600,000 to 700,000 yuan. According to the reporter’s understanding, 300,000 to 400,000 yuan is the region where mainstream heavy truck products are the most competitive in the world. The creation of Tiger Heavy Duty Cards in this segment is on the one hand optimistic about the growth potential of the domestic high-end heavy truck market; on the other In order to avoid the emergence of high and low situations. After all, there are domestic independent brands that are chasing and intercepting, and there are positive competitions of joint venture brands and imported brands. It is not easy for Sichuan Modern Tiger to open up the situation.
In response, Sichuan Modern High-rise expressed with confidence that although it was a latecomer, but by providing excellent products and excellent services, it is believed that Sichuan Modern will have a place in the heavy truck market in China.
"Sichuan Hyundai inherits the advanced technology, cultural philosophy, and management of Hyundai Group, and integrates the spirit of Nanjun Group's closeness to the market, closeness to customers, courage, and failure. From this perspective, we have reason to believe that Sichuan Modern It will achieve the same glories and achievements as Beijing Hyundai," said Deng Xiaoling.
However, he is also frank. Under the intense competition in the heavy truck market, he enters the market to participate in competition, and it is not enough to have confidence. In order to meet the needs of the Chinese market, Sichuan Hyundai has made preparations for R&D for up to five years. These jobs are the basic conditions for Chongqing Heavy Trucks to participate in the competition in the Chinese market. At the same time, in localization, Sichuan Modern has made detailed arrangements for the localization of key components at the initial stage of the joint venture. For example, the engine, front and rear axles, transmissions and other major parts of the assembly have been produced in the new factory in Ziyang, and other parts are distributed. In the Sichuan, Chongqing, and Hubei parts and components industries, domestic production has also been realized. According to reports, the localization rate of the current Tiger Heavy Duty Trucks is more than 80%, and it will reach 95% in the next two or three years.
“The technical level of the products is supported by the strong support of the Hyundai Group. The market and marketing levels are combined with the deep-rooted market of the Nanjun Group and the marketing model of the customers. We believe that Sichuan Modern can have a place.†Deng Xiaoling emphasized.
<br> <br> service system has been constructed to service users and accessories security issues of most concern, Sichuan Modern also made plans and arrangements.
“Channel construction and service guarantee are the fundamentals for opening the heavy truck market and are important conditions for participating in market competition. From the start of joint venture negotiations between China and South Korea to the establishment of a joint venture company, both are listed as the most important aspects. As of yesterday According to the arrangement of Chuanghu Heavy Trucks listing, the first batch of dealers identified 80, of which 40 were set according to the standard of 4S stores, 40 were built according to 2S stores, and the 40 2S stores will use a transition period of two to three years. For the 4S shop.†Deng Xiaoling told reporters that so far, Sichuan Modern completed the first phase of the network distribution work.
In terms of service guarantee, Deng Xiaoling stated that with the 80 dealer channels, as of May 19, Sichuan Modern has completed the construction of 166 first-class service stations, but from the perspective of the shipping radius that the product may cover in the future, 166 services will be provided. The station is still far from enough. “Our idea is to provide the supporting services of Nanjun Automotive's original 600 service stations as secondary service channels for 166 service stations, thus forming the support of more than 700 service outlets.†.
Sichuan Hyundai hopes to realize the service of Chuanghu Heavy Trucks through two levels of protection. The first level is to use 4S stores to ensure the main services in the sales area; the other is to use the “890†indicator to complete the construction of the national highway service network. The “890†indicator refers to the 80 km service radius and 90 minutes to reach the site as the standard. The basic requirements for the construction of service stations are to promote related work.
In terms of spare parts protection, Sichuan Hyundai relies on modern MOBIS companies in China to ensure that all necessary parts of the imported parts are serviced. On the other hand, the protection of domestically produced parts is to make some spare parts reserves for the 4S stores and secondary service stations; second is to plan to operate 4 Tigers' accessories center libraries in key markets in advance, so that they can pass through the Sichuan Modern Library in Ziyang. , 4 basic center libraries, more than 200 primary service stations, and more than 600 secondary service stations constitute an accessory security system.
"Ground gas" is the key <br> <br> In the interview, the reporter heard a word - "ground gas." In previous interviews, reporters seldom heard the term in joint ventures, but “grounding gas†is crucial for entering the Chinese commercial vehicle market. Whether it is launched for the Chinese market or localized transformation, it is only the “grounding gas†at the product level, and the enterprise level has to be “groundedâ€.
As far as Nanjun is concerned, it has been deeply rooted in agricultural vehicles, low-end light trucks, passenger cars and other fields. The corporate culture is undoubtedly more grounded. This is Nanjun's advantage. However, whether this advantage can be brought to the joint venture, it is still not conclusive.
However, at least from the standpoint of Sichuan Modern, both Chinese and South Korean leaders are more pragmatic. In an interview, Deng Xiaoling stated that it is necessary to respect the status quo of the Chinese market and cannot simply copy the case of passenger cars. “Nanjun has been engaged in the manufacture and production of low-end commercial vehicles for a long period of time. The original culture is more grounded and easy to walk with customers. The joint venture with Hyundai Group makes it easier for our products to lay aside and find markets and customers. An easily accepted meeting point.†Deng Xiaoling believes this is a major advantage of the joint venture.
"In terms of sales, we should fully respect the current status of China's commercial vehicle market and continue to focus on service marketing, experience marketing and brand marketing. We will continue to expand our market through customer experience, excellent service, and brand communication." Deng Xiaoling told reporters At present, the Sichuan Modern Society will focus on the heavy truck sales market and Nan Jun’s most familiar market in the past. These two markets are Sichuan Modern’s focus on market expansion, customer segmentation, and share conversion.
Sichuan Hyundai has thus implemented a dual-brand strategy. The high-end products use modern LOGO, and the low-end products still retain the Nanjun brand. This is more targeted for developing different levels of the market.
In the future, with the introduction of more modern products and the development of new products for joint ventures, Sichuan Hyundai will have more tools to open up the market, but the key lies in people.
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