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"Ouman is at least ranked second in domestic heavy trucks"
——— Interview with Wu Yuejun, Deputy General Manager of Beiqi Foton Motor Co., Ltd.
It is already early spring, but the "winter" of the truck market has not retreated. The reporter recently visited Beiqi Foton Motor Co., Ltd. and interviewed Wu Yuejun, deputy general manager of the company.
From his conversation, the reporter felt that Beiqi Foton was reviewing the situation, based on a long-term approach, and systematically advanced the development plan of Auman Heavy Trucks. According to Wu Yuejun, the economic crisis is, to some extent, a good opportunity for development.
â– How about one million low-end heavy trucks each year?
China Motorsport: The economic crisis that has swept the world has seriously affected China's heavy truck market. In the two months after last year, monthly sales of some domestic heavy truck companies even fell to single digits. Except for external reasons, what problems have been exposed by the crisis in our country's heavy truck companies?
Wu Yuejun: There is a serious decline in the production and sales volume of the domestic heavy truck market. It cannot be said that it is caused by external factors. Even without this economic crisis, whether the production and sales volume of China's heavy-duty truck market can continue to grow rapidly still requires a question mark.
Is it reasonable that there are so many heavy truck companies in China? Is the market situation good and is the pace of technological progress accelerating? Is the gap with foreign advanced heavy truck technology increasing? At a low-tech level, how can an annual output of 1 million heavy trucks be achieved? In my opinion, the advent of the economic crisis has forced us to improve our product technology and grades, and to adjust our product structure. It is a good thing for our heavy-duty truck companies in the long run. I estimate that at least until next year, the impact of the crisis will gradually pass.
â– Prepared for slumping production and sales
"China Automotive News": In the face of this crisis, what measures did Beiqi Foton take?
Wu Yuejun: For this round of declines in the production and sales volume of the heavy truck market, we have long had judgments and are expected. The heavy truck industry is rather special and the economic sensitivity index is relatively high. Before the crisis, the market experienced a "high fever" phenomenon, coupled with a certain level of ratio of heavy truck ownership to total economic output, which was a precursor to the decline in production and sales volume in the heavy truck market. In response, at the beginning of last year, we proposed the idea of ​​concentrating growth as the main line and consolidating the foundation for development.
Compared with the production and sales volume, Futian Auman is more optimistic about the achievements made in management over these years. Since the company implemented TPS, order management and terminal network management, its competitiveness has increased dramatically, inventory, costs have dropped, and profits have increased. Through the construction of marketing and three-level communication system, the competitiveness of Auman sales terminals has improved rapidly. At present, the Auman heavy truck has the longest warranty period in its class. Beginning this year, we will invest 250 million yuan in the service station image, facilities construction and personnel training, and quickly improve the technical level of service personnel. By 2010, services will become the core competitiveness of Auman Heavy Trucks.
Recently, we proposed that marketing should be innovative. Nowadays, the general business is to face the users through the dealers, and all work around the dealers. The user groups of heavy trucks are rather special. The future development trend is that the number of users is getting smaller and smaller, and customer marketing is the focus of future marketing efforts. Futian Auman strives to establish a customer-driven marketing model that focuses on customers in two or three years.
â– Integration will be the development characteristics of the heavy truck industry
"China Automotive News": Withstanding this crisis, what are the prospects for the future development of China's heavy truck industry?
Wu Yuejun: We believe that after 2008, the era of high-speed growth of domestic heavy trucks has passed, and the future development will be relatively stable. The only possible growth will be overseas markets. I think that in the process of steady development of the market, there will be integration. At present, there are too many heavy-duty companies in China, and integration is the main feature of the heavy-duty truck industry in the future.
China Automotive News: What position will Futian Auman take in the future integration?
Wu Yuejun: I think that Auman will at least do the second domestic heavy truck in the future. In the process of integration, Auman’s survival depends on our competitiveness. To this end, we are making adjustments in our development strategy and resource arrangements.
Not long ago, we had a strategic cooperation with Mercedes-Benz, not only to learn advanced management and technology, more importantly, we can use Mercedes-Benz's global sales network to enter the international market faster.
At present, Futian Auman's second plant is under construction and the fourth-generation Auman heavy truck is under development. The fourth-generation Auman heavy truck is expected to launch on the market in 2011. By then, this new product will be integrated with the European advanced heavy truck, divided into two product platforms, one for developing countries and one for developed countries.
In the long run, the mode of extensive economic growth in China will change, the demand for high-efficiency transport vehicles will decrease, and the demand for high-quality, high-value-added products will increase. At the same time, the demand for heavy trucks in China will also change. The era of relying on prices and configuration competition will soon pass. In the future, vehicle performance will become the focus of competition. In order to adapt to this change, Futian Auman will have to shift from product structure design to performance design as soon as possible. The introduction of talents and the improvement of R&D management and R&D capabilities are the keys to the future.
Wu Yuejun: Auman ranks second in domestic heavy trucks at least