According to FAW sales statistics, from January to July this year, China’s cumulative sales of heavy trucks totaled 593,900. As China’s first heavy-duty truck joint venture, after years of fighting, Dongfeng Nissan Diesel Co., Ltd. from January to August this year, the total sales volume is more than 800 vehicles. It accounted for 0.15% of the total sales of domestic heavy trucks for 7 months.
When reporters asked multiple truck dealers about the name of China's first heavy truck joint venture, they all said: I don't know. Ask "I heard of Dongfeng Nissan Diesel?" A department head of a truck company replied after searching for a long time in his memory: "I've heard it 10 years ago. Now the company is still missing."
Eight months passed this year, Dongfeng Nissan Diesel sold only 800 vehicles. In this regard, the person in charge of the company's general management department said that even in the fierce market in 2009 and 2010, the annual sales volume is 1000 to 1,100 vehicles. "This year's sales continue the previous year's performance." The person said.
What are the reasons for the difficulty in the development of Dongfeng Nissan Diesel in the market?
One of the Cruxes: Nobody cares about high product prices
In the same year as a Japanese joint venture, which also produced high-end heavy trucks, the second year of GAC Hino's sales in 2010 was a breakthrough of 2,000 units. In January-July this year, the sales volume reached 2,798 units. In contrast, the gap between Dongfeng Nissan Diesel and Guangzhou Automobile's Hino is so large?
In response, a person in charge of the Dongfeng Nissan Diesel Sales Department said that DND's key components such as engines, transmissions and axles are all produced by Nissan Diesel's factory in Japan. The Hangzhou plant is actually an assembly plant. The engine of GAC Hino is produced by Shanghai Hino. The transmission uses Fast or Big Tooth, and the axle is provided by Dongfeng. Therefore, the price of Dongfeng Nissan Diesel is higher than that of GAC Hino.
“We cannot look at the total sales volume of 1 million heavy trucks in China last year. We should look at the annual sales of more than 8,000 imported high-end heavy trucks.†The source said that the localization rate of DND (Dongfeng Nissan Diesel) heavy truck components was only 20%. For imported cars. In other words, Dongfeng Nissan Diesel Products accounted for 12.5% ​​of imported vehicle sales, which is more than any imported brand.
An industry insider heard this statement dumbfounded, no wonder that sales have not risen. Obviously, it is an enterprise that is listed and produced in Hangzhou. However, this mentality must be compared with the pure imported cars produced overseas. Since the localization rate has not risen, the price has not yet come down, but also with imported cars, what is the use of such a joint venture? Is it to avoid import tariffs?
A related person of Guangzhou Automobile Co., Ltd. and Hino said that the assembly of local companies is not necessarily worse than that of imports. It cannot be said that the localization rate is high and the product quality is low. If this is said, it will not only hurt the feelings of the people in the country, but it will also be completely inconsistent with reality. If the joint venture only acts as an assembly plant, there is no need for it. Since we consider ourselves as imported products, why not import them directly from the country of origin?
Crux II: Lagging marketing, low brand awareness
Brand awareness is generally closely related to the company's history and cultural accumulation, product quality and other factors. Dongfeng Nissan Diesel is the first heavy truck joint venture in the country. Regarding qualifications, no joint venture is older than it. According to common sense, the name of Dongfeng Nissan Chai should be very loud, but in an interview, the reporter found that regardless of the truck dealers, users, or personnel of truck companies, little is known about Dongfeng Nissan Diesel and its products. Ignore and forget.
Crux 3: Unreasonable layout of single outlets in market channels
It is understood that in 2006, Dongfeng Nissan Diesel had 10 franchised stores nationwide, 43 franchised dealers, 71 service stations and 24 spare parts suppliers. It is said that the number of marketing outlets has now increased, but it has basically remained at the level of 2006. In other words, in the past five years, Dongfeng Nissan Diesel has not expanded and improved its marketing network. A large portion of the annual sales of 1,000 vehicles in the suburbs are not sold by marketing outlets, but direct sales to large customers.
Chen Huisong, director of Valin Motors’ office, said that in previous years, Dongfeng Nissan Diesel sold 300 to 400 chassis each year to Xingma Motor, which accounted for more than 30% of Dongfeng Nissan's annual sales. It is also known that Dongfeng Nissan Diesel is the largest customer of non-terminal users, but it is a modified vehicle manufacturer such as CIMC. This means that most products have to be modified to meet the user.
The crux of the problem is: "The back of the tree is good for the cooler" The lack of entrepreneurial spirit
Dongfeng Motor Air Group is well-known as one of the powerful automobile groups in China. As a member of the Dongfeng Air System, Dongfeng Nissan Diesel Co., Ltd. has occupied a unique resource advantage since its founding. However, its sense of superiority is often a double-edged sword. As the first heavy truck joint venture in China, Dongfeng Nissan Chai Li should take advantage of the market's great development and use its brands, products, and advantages of entering the market earlier to accelerate growth. However, the reality is that the total production will not go down. The reason for this was related to the lack of ambitious goals for the company's management, and it was related to the scale of production and sales of 1,000 units. Even today, even the management of Dongfeng Nissan Diesel has to admit that it is necessary to adjust development ideas. The insider of the company disclosed to reporters that DND had planned to build a production base to supply parts and components, mainly to reduce costs and increase production and sales. In fact, it is implicitly admitting that there have been deviations in previous development ideas.
Extensive reading:
Dongfeng Nissan Diesel Automobile Co., Ltd. was established by Dongfeng Motor Corporation and Nissan Diesel Automotive Industry Co., Ltd. in Hangzhou, Zhejiang Province in May 1996. It is the first joint venture that has been approved by the country to produce chassis for heavy trucks and large luxury passenger vehicles. The registered capital of the company is 289.9 million yuan, and the total investment is 57.98 million yuan. Dongfeng Motor Co. owns 50% of the shares through its subsidiary Dongfeng Motor Group Co., Ltd. and Nissan Dongfeng Nissan Diesel Fuel Truck. 10,000 square meters, construction area of ​​55,000 square meters, annual production capacity of 10,000 vehicles. The company introduced Japan's Nissan Diesel's product technology, production process and management methods to produce Japanese Nissan Diesel "UD" brand and Dongfeng Nissan Diesel "DND" brand heavy-duty truck and large passenger vehicle chassis.
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