Great change seeks great development. As the saying goes, poorness changes.
The continuing downturn in the light truck market has caused the entire industry to "think of change." In 2014, the domestic light truck industry accumulated 1.66 million vehicles, a year-on-year drop of 13%. The decline was even more serious in February this year, with light truck sales of 92,000 units in the month, a year-on-year drop of 35%; the cumulative decline in January-February reached 23%.
When the overall development trend is not optimistic, a vigorous revolution in the industry begins. Recently, Foton Aoling and Futian Commercial Automotive merged into a light commercial vehicle business unit; Dongfeng Motor completed the "transformation" of light truck product lines and sub-brands, and in the near future promoted "100 cities together". The national four new products released tour.
For Dongfeng Motor, the change is even more urgent. This is because in 2014, Dongfeng was squeezed out of the top three light truck markets that it occupied all the year round.
The industry is in a sluggish state, and the rankings of enterprises are falling again - the superposition of two factors. For Dongfeng Light Trucks, it is imperative to strive for survival through “change†and seek development through “changeâ€.
Dongfeng National IV Light Truck New Products
This is no longer a defense, but an offensive.
For Dongfeng Motor, in the last year of its three-year business adjustment period (2014), the largest external changes were no more than the fourth-nation switch and the market's rapid decline after May of that year, and the resulting Dongfeng industry status. Changes (falling from the top three in the industry to fourth in the industry, ranking behind Futian, Jianghuai, and JMC).
From this perspective, in 2015, the offensive and defensive transposition was one of the most obvious changes in the industry structure. As the attacker's Dongfeng light truck, the horn of counterattack was fully blown. For this reason, Dongfeng Light Trucks held the National Four Series New Product Launch Conference in March. The conference first landed in Weifang, Xi’an, and Shanghai and was successively held in dozens of cities across the country. Zhang Xiaofan, general manager of Dongfeng Light Commercial Vehicle Marketing Co., Ltd., told the first commercial vehicle network reporter that in March Dongfeng State IV light trucks will achieve the goal of double-breaking 10,000 vehicles in both terminal and channel sales.
The backing of “Huicheng Qifa†is the strategic adjustment of the Dongfeng light truck product line. This round of action may be the second major surgical adjustment of the Dongfeng product line in recent years (the first major adjustment was the "Furika", "Dolica" and "Kaptut" several years ago. Establishment of three strains of low, medium and high grades). The obvious sign is that the three Dongfeng light trucks have been reduced to two strains, "Dolica" and "Kapuit," from the original horizontal brand strategy to a dual brand strategy separated by platforms and brands. Different configurations form high, medium and low grades to meet the needs of users in different modes of transport.
Strategic Adjustment "Triple Change"
The "variation" of Dongfeng's round of product structure contains three layers of meaning.
The first is the shrinking front, "doing something wrong," and the strategic focus is even more focused. Prior to the Fourth National Phase, mainstream light truck companies, including Dongfeng, Futian, Jianghuai, etc., basically covered all subdivided areas. For example, Dongfeng Motor has "Furika" corresponding to the economic market, "Dolica" corresponds to the mid-range market, "Kaptet" corresponds to the high-end market, and then from "Kapute", "Dongfengru" powered by the Isuzu technology engine is derived. "Bell", corresponding to high-end market segment, and Dongfeng Junfeng micro-card to meet the low-tonnage micro-card market; after the arrival of the Fourth National Era, the market development trend has undergone tremendous changes, and the overall sales volume has declined sharply. Gasoline and dual fuels (Gasoline + Gas) Micro-cards have risen rapidly, and the pure light truck market has quickly moved closer to the mid- to high-end sector of around 70,000-80,000 yuan (For detailed analysis, see “How Do Dongfeng Cope with Changes in the Light-duty Business Model†(above).
In response to this series of changes, Dongfeng Motor sold the Dongfeng Junfeng mini-vehicle business, contracted the battle line, merged the strains, and re-assigned the new connotation and positioning of the “Dolica†and “Kapite†product brands. As for the diesel-friendly small cards and dual-fuel micro cards that are favored by price-sensitive users, they are handed over to Shandong Kaima, a subsidiary of Dongfeng Motor, for production and sales.
“Our countermeasures, in a simple overview, are to sort out simplified models and lines, to focus on the mid-to-high end and the 6-meter limit blue car, and to break through the middle card.†Zhang Xiaofan told reporters, “This means we have to gradually 'Abandon' the economic market characterized by low-speed heavy loads and mixed with agricultural vehicles in the past, focusing on the main battlefield of the 6-meter vehicle. On the one hand, we have to play 'Dolica' which has lasted more than 10 years and has a good reputation among users. The advantage of the brand, to make it bigger and stronger, including the development of the direction of the card; on the other hand, the Capt. N series must focus on the 3.3-meter wheelbase of the 6-meter blue car market, we want to leveraging Nissan Capstone Dad’s high-end brand image was grafted onto 'Kapte' to achieve the differentiation of the Capt. N's brand.â€
Second, under the guidance of the above guidelines, Dongfeng has substantially streamlined and integrated its models. In the 2012-2014 business adjustment period, the number of Dongfeng light truck platform models was reduced from 1634 in 2012 to 239 in 2014, a reduction of 85%. The simplification and integration of the models is to adapt to the new market demand changes after the Fourth National Government and meet the needs of users faster and better. On the other hand, the streamlined models can greatly reduce the parts inventory (high inventory itself is the source of all evils. "), To improve the profitability of Dongfeng Motor, and to be able to focus its resources on investment to build several models of Dongfeng light trucks.
The third is to shape a brand new strategy. In Dongfeng Light Truck's product brand strategy, the new "Dolica" was formed from the merger of "Dolica" and "Furika". The brand positioning covers mid-range and mid-to-low grades, mainly carrying Yuchai, Chaochao, and Sida. And other social dynamics, according to the body length is divided into D5/D6/D7/D8/D9 series (D was Dongfeng read "move", take "EMU" and English Drive "drive" means). Among them, 5 meters of D5 and nearly 6 meters of D6 blue car positioning is the city's economic freight vehicles, starting at 55,500; 7 meters of D7, 8 meters of D8 positioning is intercity freight and suburban freight, starting at 104,000; 9 - The 10 meter D9 series card is regarded as the representative of inter-city logistics, and it is also the main push product of the "100 cities to launch" operation.
The new “Kapite†N series is a combination of “Kapte N†and “Dongfeng Ruiling†before Dongfeng, covering high-end and mid-to-high grades. The product positioning is “the flagship light truck of urban logisticsâ€. The value proposition is “Shun Chang’an.†Among them, the product equipped with Nissan ZD30 diesel engine is called Capt. N300, and the 2.8-liter Isuzu-powered Dongfeng D28 diesel vehicle product is called Capt. N280. The latter is also the “Haicheng Qifaâ€. Another main push product, which starts at 89,000, is one of the tellers of Dongfeng’s counterattack against Jiangling.
Race with time Dongfeng light truck fate geometry
There is no doubt that the 2015 Dongfeng Light Truck is racing against time and the challenges and pressures ahead of the east wind are self-evident.
Judging from the external environment, Dongfeng's three-year operation adjustment period was strictly enforced nationwide during the last year in the country of “crash encountersâ€, which greatly interfered with the adjustment of the “play scenarioâ€. Judging from the competitive situation, Jiangling Light Trucks, the nation’s largest beneficiary of the implementation of the national economy, surpassed Dongfeng in 2014, and its momentum of development remained relatively rapid in 2015 (in January-February, 17,855 light trucks were sold, an increase of 48% year-on-year). The low-cost "Shunda" of the 6-meter blue card quickly occupied the city's logistics market, tightly "pressing" Futian, Jianghuai, and the Dongfeng traditional top three; while the other two companies Futian and Jianghuai have already started targeting the country in the second half of last year. Four comprehensive marketing actions.
On May 30, 2014, more than ten days after CCTV reported that it was a fake country four, JAC first acted in the industry, starting the first station of the Jianghuai Light-card Fourth National Product Promotion campaign in Xi’an, and its four new products covering JAC's light weight The three sub-brands of Shuai Ling, Chun Ling, and Lucky Luck of commercial vehicles have a total of more than 20 models. They have since held successive listing conferences in Zhengzhou, Guangzhou, Ningbo, etc. in an attempt to promote their national four-series at the fastest speed. product. Soon afterwards, on August 26th of the same year, Foton Aaling Middle and High-end Light Card brand held a new conference of Futian Ao Linguo IV series with the theme of “Technology Ao Ling Green Moving China†in the city of Zhengzhou, Henan, Aldar Bell CTX, Ao Ling TX, Olle Bell MRT and other national IV models as well as Olympic bell CNG country V products and other full-scale debut.
Compared with the speed of marketing the four new cars in these two powerful countries, Dongfeng Light Trucks apparently slowed down one beat. Fortunately, relying on the results obtained during the business adjustment period and the resources support of the entire group, with the deep brand accumulation and product heritage of Dongfeng Light Trucks, the horn slamming at this time is still “not too lateâ€.
2014 is already over. In the two years 2015 and 2016, it will be a key year that will determine the overall market competition landscape and situation. Can the "change" of the Dongfeng Light Trucks be able to turn the tide away and seek "change"?
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