The success of a company must not only be oriented toward today, but also be able to face tomorrow and quickly seize the opportunity.
What are the core elements of business success?
Different business leaders have different answers to this question. For Ma Chunji, chairman of China National Heavy Duty Truck Group, he said frankly: “The future market needs the foundation. We must not only face today, but also be able to face tomorrow, the company’s success, we must see tomorrow’s market, we must quickly Take the initiative."
This is not a simple task. It requires the big vision and big strategy of the business leaders. Especially for Chinese state-owned enterprises, due to historical burdens and institutional reasons, too many flaws have been accumulated within the company. With the new round of global economic adjustments kicked off, “turning the way, adjusting the structure†has even become the current state-owned enterprises. Historical mission. To occupy tomorrow's market, this is a necessary battle.
Chinese enterprises that go to the world must represent advanced productivity. Such capabilities include products, technologies, networks, and parts and components. It is also based on such considerations. Whether it is the EGR technology route that promotes emission standards, or the capital technical cooperation with German Mann, or the first deployment of the remanufacturing industry, Ma Chunji hopes to lead China National Heavy Duty Truck to occupy the future of the industry.
Product first
From the product point of view, the best example is the high-end heavy truck HOWO-A7.
This new product introduced to the market from the end of 2008 has become an important symbol of China National Heavy Duty Truck's technological capabilities, and it is enough to represent the most advanced level of heavy trucks in China. However, its birth coincided with the global financial crisis. The sarcasm encountered by China National Heavy Duty Truck was even more than expected.
Thanks to AMT transmission and SartShift smart automatic manual gear shifting system, disc brakes of the front disc rear drum, German ZF steering gear and oil pump, WABCO double cylinder air compressor, SABO shock absorber, MANN-HUMMEL fuel filter and plastic air Filter system and other high-end configuration, bulk assembly, HOWO-A7 is not too far away from China's user market? And compared to the same level of products, HOWO-A7 maximum configuration models, than the liberation of J6, Dongfeng Tianlong are also more expensive out of 20,000 yuan, such a high allocation, such a high price, this economic account, the Chinese users will actually Will not pay?
“The more under the challenge of the financial crisis, the more it is necessary to further strengthen product development and realize the improvement of the ability of independent innovation of the enterprise. This will create conditions for turning ways, adjusting structure, and seizing market opportunities, so that the company will have new development.†Ma Chunji said .
At that time, the idea of ​​China National Heavy Duty Truck Group was to find a new user zone that intersected with existing users, but it also increased the level of new users. Through HOWO-A7, the product structure was improved, and new products introduced in the future could be gradually connected. In the first year of HOWO-A7's introduction into the market, China National Heavy Duty Trucks did not deliberately seek sales, and even did not do too much publicity, because the HOWO series products are still in a strong middle-aged, higher-end HOWO-A7 focuses on After market inspection, focus on corporate branding. Even under such circumstances, HOWO-A7 sold nearly 2,000 vehicles last year, and its user reputation has rapidly accumulated.
According to the plan, China Heavy Duty Truck will gradually realize the heavy volume of HOWO-A7 in 2010. "Now we have proved that our decision was correct at the time. From January to May, HOWO-A7 already had more than 4,000 orders, which has more than tripled since last year." Ma Chun-chih is pleased to say.
More importantly, HOWO-A7 is only the starting point for the upgrade of China National Heavy Duty Trucks. Sinotruk must seek to fill in the gaps of high-quality heavy trucks, that is, to recreate a new platform that is different from traditional Steyr. After years of adhering to the R&D capabilities accumulated through independent innovation, together with the joint venture and cooperation with the German company Mann, this goal of China National Heavy Duty Truck has a practical significance.
As for the new energy that is hot in the industry, Ma Chunji stressed that in this regard, China National Heavy Duty Truck is studying to hope for a breakthrough, but at least from now on, heavy truck new energy will not come too fast and do a good job of energy-saving emission reduction of existing products. Work is the key.
Focus on emerging areas
As a means of production, heavy trucks are closely related to China's infrastructure construction. As the central government implements tightening policies on real estate, it is bound to raise doubts about whether it will affect the heavy truck industry.
Ma Chunji's answer is affirmative, but he also pointed out: "Everything has two sides. When the real estate driving force weakens, many new industries are emerging."
The "car to the countryside" in full swing now appears to be concentrated only in micro-car companies. However, for commercial vehicle companies including China National Heavy Duty Truck Group, the construction of new rural areas is a huge business opportunity.
In fact, the construction of a new countryside is not just building houses in a pure sense, but also changing the existing economic structure in rural areas and realizing an overall improvement in the level of rural economy. This means that supporting measures for related industries must be put in place. “You see that the safety facilities in rural areas are still very weak. There are not many fire engines in many places. With the adjustment of the rural economic structure, these facilities will be immediately in place.†Ma Chunji exemplifies the analysis, “If a township can have 5 vehicles Fire engines, there are so many small towns in China, you think about how much car capacity this security industry can have?"
Although the new rural construction needs a long period of time for the commercial vehicle market, at least from the perspective of the company itself, China National Heavy Duty Truck has always focused on market deployment in urban and rural areas. Ma Chunji is very proud to disclose that it was only in June 2008 that the donation to the quake-affected areas in Sichuan and continued reconstruction after the disaster had already paid off. In the southwest market represented by Chengdu, although Sinotruk did not take a long time to enter, it was through reconstruction that it further expanded its market share in Sichuan, resulting in a significant increase in its brand image.
It must also be noted that after China’s continuous experience of major disasters such as earthquakes and floods, the country’s emergency construction work has intensified, which also means that emergency vehicles will have a greater demand. How to make new product input layout according to national policy has also become the market focus of the heavy truck industry.
Out of the requirements of the vehicle itself, Ma Chun-chih’s greater focus is on the development potential of the automotive extension industry. For example, automotive services, automotive finance, modern logistics, and automotive culture ... He believes that these extended industries are of great significance both in solving employment problems and in stimulating the upgrading of the auto industry.
Ma Chunji emphasized to reporters: “Emerging markets are taking shape. After we see these things, we must finally respond in a timely manner, make scientific arrangements, actively realize market efficiency, and realize corporate benefits. At the same time, we also need to make the country Contributions."
View related topics: China National Heavy Duty Truck Breaks Monthly Sales Record for National Heavy Truck Industry
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