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Ma Chunji stressed that scientific development, risk prevention, and long-term planning are issues that companies must adhere to. It is also due to such a correct understanding that China National Heavy Duty Truck Co., Ltd. can often come up with a distinctive path in the fierce market competition.
Ma Chunji is very busy. Within a day, he may transfer several cities from north to south.
Just finished the daily regular meeting of the listed company of Hong Kong and Sinotruk, he immediately flew back to Jinan, waiting for General Secretary Hu Jintao's visit to China National Heavy Duty Truck. The next day, he rushed to the Shanghai International Auto Show. There, he gathered a global auto giant, including major commercial vehicle companies.
As the leader in the heavy truck industry in China, Ma Chunji, chairman of China National Heavy Duty Truck Group, has witnessed this stage of strength competition. It is a long-established itinerary because he must know the industry's evaluation of Sinotruk, and in particular must capture competitors. The development trends disclosed in this auto show.
The figure that Ma Chunji appeared quietly was immediately captured by sensitive media.
It is necessary to know that China's commercial vehicles that have not yet come through the abyss of the global financial crisis have experienced a year-on-year drop of 39.16% in production and sales in the first quarter of 2009. However, Sinotruk is basically the same as last year, and it stands out in adversity. Already the most eye-catching news.
It is undeniable that Sinotruk has become the largest commercial vehicle company in the world with the largest sales volume, and has maintained a growth rate higher than that of its competitors. The heavy-duty truck management team with Ma Chunji as its core has contributed.
I am very happy to share with you the experience of China National Heavy Duty Truck, as Ma Chung-chieh emphasized in many occasions: "Either there is no financial crisis, scientific development, risk prevention, long-term planning are all issues that companies must adhere to.
It is also due to this correct understanding that China National Heavy Duty Truck Co., Ltd. is often able to take a different path in the fierce market competition, and even ensure the sound healthy development under the impact of the financial crisis.
Competitive competition theory
At the end of 2008, China’s heavy-duty truck market sighed. Almost all commercial vehicle companies began to shrink their front lines and slow down their pace. The sluggish heavy-duty truck market doubled because of general lack of confidence.
However, CNHTC, which has maintained a healthy development, apparently does not belong to the ranks of low morale. It is precisely at this time that Sinotruk has high-profilely announced the replacement of the company's high-end heavy truck Haoqi A7.
"When the A7 first came out, I knew that everyone had doubts. Why would we choose to introduce new products when the market situation was at its worst? A familiar Shandong accent, Ma Chunji cheerfully explained.
“My consistent claim is that the more economic times are difficult, the more we must strengthen planning technology and internal management, and the more we must introduce new products in a timely manner. This is not only proof of our strength, but also to the market and users. Communicate positive confidence and see hope.
This is not a whim. At the Shanghai auto show's China National Heavy Duty Trucks' stand, A7 exhibitors attracted many visitors and their industry counterparts frequently stopped, and overseas dealers went to the booth to watch this "heavyweight star."
Dealers from Saudi Arabia expressed strong interest in A7 to Sinotruk.
In fact, prior to this, mainstream heavy truck companies such as FAW Jiefang and Dongfeng Automobile have successively completed upgrading their products, but China Heavy Duty Trucks has not followed suit.
At that time, there was a discussion in the workshop: "China National Heavy Duty Truck is stepping up to build a replacement heavy truck, and is likely to be a secret weapon with market lethality.; The subsequent appearance of new products, confirmed the industry's speculation, equipped with AMT automatic The magnate A7 of the gearbox broke the high threshold of China's heavy truck automatic transmission.
Ma Chun-chi told the Autobots that most of the vehicles in China's heavy-duty trucks are usually full-loaded during the transportation process and return to their empty capacity. However, high fuel consumption under no-load conditions is a common problem. In other words, if we can effectively reduce the fuel consumption of the idle state, it will be a major breakthrough for China's heavy trucks. "From this perspective, our A7 has no competitors in the existing market.
In fact, the Haoqi A7, which costs only 10,000 yuan more than a manual transmission, not only has an obvious price/performance ratio, but is also in a dominant position in the vacant market, because it takes at least two and a half years for peers to mass produce similar products. However, Ma Chunji expressed his own cautious view to "Car Man": "The sales situation of A7 in the past few months is not bad, but at present we are still holding back production, because A7 has not entered the market maturity, quality, performance, etc. We must get a higher level of control. We need not do a product but a quality product.
In the eyes of Ma Chunji, only the truly market-oriented and user-oriented products can gain vitality in the market. The A7 can not only enhance the existing product structure of China National Heavy Duty Truck, but also bring more practical value to consumers. According to Ma Chunji's plan, after a market run-in period of one to two years at most, the A7 will truly be fully marketed.
Prudent credit attempt
Perhaps in the economic center of China, Ma Chunji, who came to Shanghai, chatted with the Autobots about the topic of consumer credit.
“From a global perspective, auto finance is an important means and an important tool for promoting the rapid development of the automotive industry. Sinotruk has also been advising the relevant state departments, hoping to relax consumer credit in the heavy truck sector, especially in the current heavy truck In the case of lack of consumer confidence in the market; Ma Chunji said.
In the "Auto Industry Adjustment and Revitalization Plan", consumer credit in the passenger car market has become the direction that the government explicitly encourages and supports. However, Ma Chunji feels regretful that the commercial vehicle sector has not received relevant financial support.
After all, the characteristics of means of production determine that heavy truck products are basically used by Chinese users as a means of earning money. They are also closely related to the basic aspects of China's economic construction, but under the impact of the financial crisis, due to the The trend of the situation is still uncertain, and there are still doubts about the profitability space after the purchase. The potential users of heavy trucks basically give up or delay the purchase plan.
This is a serious challenge for Chinese heavy truck companies in their market expansion work. If the market really recovers, only from a macro perspective, it may have to wait until the country’s 4 trillion basic investment in infrastructure and the gradual implementation of the logistics industry’s revitalization plan.
In the legendary experience leading China National Heavy Duty Truck Group Co., Ltd., he always took the initiative to attack Ma Chun-chi apparently would not allow companies to wait passively.
After two years of careful preparation, China National Heavy Duty Truck became the first manufacturer of commercial vehicles to develop financial services. It reached a strategic cooperation agreement with China People's Insurance Company and provided consumer credit services to customers who purchased Sinotruck truck products.
Especially in the process of accelerating the elimination of yellow-label vehicles in Beijing, if it can succeed in this key region, it will play a role in guiding consumption throughout the country. At present, China National Heavy Duty Truck is actively formulating consumer credit policies for the Beijing market, and Ma Chun-chi revealed that financial services will also become one of the company's key businesses.
However, he also stressed that in the current financial market with a depressed market, companies must exercise caution in controlling risks and avoid pressure on the company's development due to the production of bad debts. "As a result of the development of credit business, the company completed sales of 1,200 units in two months. At present, there is no risk. Although 1200 units accounted for only 1/30 of China National Heavy Duty Truck's 35,000 units in the first quarter.
Ma Chunji said frankly that he is not disappointed because at this stage, the consumer credit model is still in the enterprise's trial stage. It is not how many cars are sold. The more important thing is to strengthen the company's ability to resist risks.
“The financial business of China’s commercial vehicle companies has been developing relatively slowly, and the demand for user loans to purchase cars has been continuously expanding, so consumer credit will definitely give China’s auto industry a powerful boost. In this exploration path, It is impossible to have no bad debts at all. The key lies in how companies guard against risks. Sinotruk has its own warning line; Ma Chunji’s words reveal strong confidence.
In fact, whether it is the A7's new product development, or the first attempt of consumer credit, it is only the case of Sinotruk in this financial crisis. However, the historical development model of China National Heavy Duty Truck Corporation (Shouqi) is to take into account the principle of prudence while actively innovating. This is an important factor that determines the core competitiveness of Sinotruk.
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China National Heavy Duty Truck Chairman Ma Chunji: Innovation and Careful Consideration