In the first five months of 2015, domestic truck sales were 1,231,900 units, down 20.07% year-on-year. Among them, the sales volume of heavy goods vehicles was 245,200 units, down 32.88% year-on-year; the sales volume of medium-sized trucks was 79,200 units, down 29.72% year-on-year; the sales volume of light goods vehicles was 690,600 units, down 17.14% year-on-year; the sales volume of mini trucks was 217,000 units, It fell by 5.63%.
Relevant agencies estimate that domestic heavy truck sales fell by more than 30% in 2015.
What impact does the sales of commercial vehicles have on the parts industry? With this question, the reporter interviewed representative enterprises in the commercial vehicle parts industry.
The unprecedented decline in the sales of parts and components of commercial vehicles is unprecedented, and the pressure transmitted to the parts industry is unprecedented.
In addition to the "unprecedented weight", what is the biggest characteristic of this pressure compared with previous pressures?
Huang Tingbo, general manager of Jiangsu Spaceship Co., Ltd. said in an interview: "The front-end investment in the parts and components industry is excessive, and the production capacity is seriously oversupplied. The automobile market has entered a stage of rational development, and the growth rate has slowed down. The demand for old products has decreased and the utilization rate of equipment has declined. The pressure will continue for some time. Some companies will be eliminated under this unprecedented pressure."
In the past, domestic commercial vehicle sales declined several times, and overall it was a short-term decline in the long-term uptrend channel; the main factors affecting the development of enterprises were capital and production capacity. Shaanxi Lanshier Automotive Transmission Group Co., Ltd. (referred to as Fast) strategic planning headquarters deputy director said: "This situation is different. Users' requirements for products are more rational and high-end, affected by the overall economic trend of the country, commercial vehicles Production will be in the channel of steady development at medium and low speeds for a long time."
Since the beginning of this year, the number of orders for commercial vehicle electronic products of Shenzhen Hangsheng Electronics Co., Ltd. (referred to as Hangsheng) has decreased. Yang Hong, president of Hangsheng, said: "Because the high-end products (MP5, MP5/navigation, MP5/navigation/Beidou terminal products) developed in the early stage began to be supplied in large quantities, although the sales volume of the products has decreased, Product added value increased, product sales revenue increased by nearly 30% year-on-year."
As the largest manufacturer of commercial vehicle transmissions in China, the production and sales of Fast has been affected accordingly. Yulan further analyzed the reasons: "This is the result of a combination of factors such as sluggish investment in fixed assets, slowing economic growth, and lack of terminal demand."
The traditional auto parts industry belongs to the highly competitive micro-profit industry. Among them, enterprises have to pursue scale effects and rely on “quantity†to share costs and accumulate profits. Zhang Zhidong, general manager of Shandong Mengwo Transmission Co., Ltd. (referred to as Shandong Mengwo) pointed out: "This is the reason why the traditional auto parts industry is generally under tremendous pressure in the situation of a significant decline in the sales volume of commercial vehicles."
Qufu Tianbo Auto Parts Manufacturing Co., Ltd. (referred to as Qufu Tianbo) mainly produces thermostats, oil pressure switches, temperature sensors, PCV valves and reversing light switches. Its main supporting customers are passenger car owners. Sales of commercial vehicle parts accounted for approximately 20% of total sales. The sharp decline in sales of commercial vehicles has had a certain impact on its production and sales, but it has not affected normal operation. This is fortunate. Where are you lucky? Qu Yue Tianbo quality director Dai Yuemin replied: "Our customers are widely distributed. Our company supplies supporting products for more than 100 domestic host companies, and the customer structure is relatively balanced. There is no single customer. Sales of the largest customer Shanghai General Motors. It accounts for 9% of the total sales of Qufu Tianbo."
The price war is bound to become more intense, and the decline in commercial vehicle sales has never been greater, providing a hotbed for the price war in the parts industry. Some companies accustomed to price wars are launching more violent price wars, causing even more serious disasters for companies that are accustomed to normal operations. "The price war will lead to a decline in the operating performance of component companies. Our solution is to strengthen internal cost control and reduce waste." Huang Tingbo feels that the price war will intensify over time.
Vicious price competition will inevitably lead to a decline in the profit of component companies. In the face of vicious price competition, Shandong Mengwo has increased its investment in quality and research and development, and increased the proportion of research and development investment in corporate income from 3.16% to 4.72%. Zhang Zhidong told reporters: "We are actively developing new products, taking technical quality and efficiency roads, promoting the application of new materials, improving product quality, and achieving 'bending' without deceleration. When the time is ripe, we can 'overtake' at the right time."
Dai Yuemin said: "The price war has caused the maintenance market to focus only on prices."
Fast has opposed any form of unfair competition. Lan Lan introduced: "FAST is a company with a sense of national responsibility and believes in the principle of 'doing business and being human.' Only high morality and sincerity can be exchanged for long-term cooperation and development. Over the years, we have relied on autonomy. The comprehensive competitive advantages in innovation, cost control, customer development, brand building and quality service have firmly occupied the active position of the market and provided the latest optimized products for the upgrading of domestic medium and heavy commercial vehicles."
The sales volume of commercial vehicles in the face of difficulties has been reduced, and the price war has become more intense, which has caused great difficulties for the operation of parts and components enterprises. In the face of grim reality, what about component companies? "The decline in production and sales of commercial vehicles has brought tremendous pressure on our company's production and operation. This is because we are experiencing industry transformation pains and gestating hopes. "Quantity" is lower than "quality". After the pain, the industry will continue to develop healthily. Zhang Zhidong said that he should calmly cope with the difficulties.
Yang Hong, Huang Tingbo and Dai Yuemin all have a soft spot for new product development.
The price war has led to a sharp drop in the sales of low-end products such as radios, and some products are selling at a price close to the cost. Faced with such difficulties, Yang Hong was deeply aware that Hangsheng must speed up the research and development of mid-to-high-end products, increase the production and sales of medium and high-end products, improve profitability, and get rid of the vicious competition.
Huang Tingbo said: "The product update will accelerate, we will cooperate with the host enterprise to develop new products. At the same time, we will upgrade the existing staff skills to meet the new development needs."
Dai Yuemin said: "To make the company develop steadily, it is necessary to develop new products, especially to develop some advanced products. It cannot be imitated behind foreign well-known parts companies, and it will follow suit. Otherwise, we will never be able to grasp the initiative of development."
For this round of market adjustment, Fast has been prejudged and prepared a few years ago: Just as marathon athletes must reasonably distribute their physical strength in long-distance running to win the final applause, the healthy development of the domestic auto market also needs to be relaxed; The “new normal†of slowing national economic growth can help the auto industry to eliminate backward production capacity and standardize market order. This is a rare historical opportunity for enterprises with abundant capital, advanced technology and advanced management.
Lan Lan said: "FAST will make full use of the adjustment opportunities brought by the market downturn, and do a good job in basic preparations such as technological improvement, product development, management improvement, talent introduction, marketing, and cultural construction. 10 years or even 20 years of development and accumulation of strength, with a healthier body to meet the next round of market take-off."
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