2021 has come to an end, and the "big drama" of the annual meeting of the commercial vehicle industry has also reached a climax.
On December 29, 2021, the Liberation 2022 Business Annual Conference with the theme of "Driving the Trend to Change, Creating Leading Values, Overcoming Difficulties and Fighting Glory Together" was held in Changchun, Jilin Province, the base camp of FAW Liberation. Members of the FAW Jiefang leadership team, as well as Jiefang dealers, service providers, special vehicle companies and financial partners from all over the country, media reporters gathered in Changchun, at the same time, "100 cities, thousands of stores, 10,000 people" gathered in the cloud to share the event. Share the glorious record of liberation in 2021 and jointly seek the development plan of FAW liberation in 2022.
Looking back on 2021: hit a record high of ten and won the first place in ten industries
2021 is another extraordinary year. For the entire industry, this year is undergoing a "big test": the official implementation of the "comprehensive national six" nationwide, the irregular multi-point distribution of the new crown epidemic, the soaring price of raw materials, and the lack of core crisis faced by the global automotive industry. Under the severe environmental test, Jiefang still achieved fruitful results in 2021: the 8 millionth Jiefang truck rolled off the production line, Jiefang J7 annual sales exceeded 10,000, J7 intelligent factory put into operation, released the "15333" new energy strategy and established a new energy division, Jiefang Yingtu new product release...
In 2021, in the face of the upgrading of regulations, fluctuations in demand, and an unprecedentedly fierce complex environment, FAW Jiefang will take the posture of a navigator, fight against the situation, pioneer the situation, and once again achieve a peak leap forward in the struggle. In the face of the market test of "ice and fire", Jiefang with keen insight, researched laws and regulations, looked at the overall situation, and recognized risks, accurately predicted the market trend of "high before and low after" throughout the year, and achieved 78% of the annual target in the first half of the year, laying a solid foundation for achieving a comprehensive current situation.
In 2021, Jiefang will achieve an impressive performance of nearly 440,000 vehicles, nearly 370,000 medium- and heavy-duty trucks, and a share of 23.5% of medium- and heavy-duty trucks, and create another ten record highs, winning the first place in the ten industries. It has set six consecutive championships for domestic heavy-duty trucks, five consecutive championships for medium- and heavy-duty trucks, four consecutive championships in the world, and its brand value has ranked first in the industry for ten consecutive years, winning the first battle of the "Fourteenth Five-Year Plan" and "opening the door".
Looking forward to 2022: "Stock competition" will become the new normal for the medium and heavy truck industry
In 2022, the "14th Five-Year Plan" will enter the critical period of the second year. Wu Bilei, general manager of FAW Jiefang and deputy secretary of the party committee, predicted in his speech at the conference, "In 2022, the commercial vehicle market is still facing the impact of comprehensive factors such as repeated global epidemics, complex and severe external environment, economic fluctuations, and normalization of governance and control limits, at the same time, new energy, intelligent networking, etc. are driven by policies to develop rapidly, and are reshaping the development pattern of the commercial vehicle industry, and the medium and heavy-duty truck market will change from 'incremental competition' to 'stock competition', which is a new situation and new challenges facing Liberation and the entire industry." He said that in 2022, the liberation marketing soldiers will strengthen the confidence of victory, the original intention of struggle, the determination to win, and the spirit of "holding fast to the green mountains and not relaxing" to climb the peak again in the thorns, and stride forward towards China's first and world-class strategic goals.
Coincidentally, "stock competition" was also highlighted by Hu Hanjie, assistant general manager of China FAW, chairman of FAW Jiefang, and secretary of the party committee, in his speech. "2022 will be a critical period for the adjustment and transformation of the commercial vehicle industry. In the new situation, Liberation will face three challenges: new demands, new customer trends and new competitive situations. Hu Hanjie analyzed, "In 2022, it will be more difficult to achieve profitability by relying on new car sales alone, and we need to quickly change our business thinking, expand the aftermarket, and deploy it in a position equal to or even more important than sales." Hu Hanjie finally said that facing the future, liberation should control the new situation, cope with new challenges, base on a new starting point, respond to new expectations, with a sense of urgency of "time is not waiting for me, only to seize the day", "one day is not for three days of uneasiness", the sense of responsibility, continue to move towards the goal of a century-old brand and a century-old store.
2022 medium and heavy-duty trucks are expected to be 1.2 million vehicles There will be a new "method of warfare" under the new normal
At the business conference, Zhang Song, director of the marketing department of FAW Jiefang, general manager of the sales company and deputy secretary of the party committee, made a marketing work report, reviewed the marketing performance of jiefang in 2021, and deployed the 2022 marketing tactics. According to the prediction of authoritative institutions, in 2022, China's economy will be based on steady progress, the economic growth rate will not be less than 5%, and the pulling force of infrastructure investment and consumption on truck demand will gradually recover.
Zhang Song predicted that "the total demand for medium- and heavy-duty trucks in 2022 will be about 1.2 million vehicles." Affected by the Winter Olympics, the economic recovery cycle and other factors, the rhythm of demand will show a trend of low opening and high going, the market will enter the stage of stock competition, and more brutal stock competition will become the new normal of the medium and heavy truck industry. He said that under the new normal, there will be a series of "opportunities" including engineering vehicle opportunities brought by infrastructure projects, new energy opportunities stimulated by the "double carbon" strategy, regulatory update opportunities brought about by the end of China III and China IV, and market segment opportunities such as cold chain and dangerous chemicals brought about by ensuring people's livelihood and professional transportation. "Under the new normal, while facing the problem head-on, we must see our own advantages, and these market opportunities must be firmly grasped."
In the face of market opportunities, Zhang Song said that in 2022, FAW Jiefang's marketing system will continue to uphold the marketing concept of customer-centric, product-oriented, goal-oriented, satisfaction-oriented, and innovation-driven. At the same time, the marketing system will implement the "54363" strategy, that is, it will resolutely win the five major battles, fully enhance the four major strains, accelerate the expansion of the three major regions, and do a good job in 6 supports and 3 guarantees. Specifically, the five major battles include leading the way, controlling the rhythm, and vowing to win the first quarter; accurate planning, seizing opportunities, and winning the winter Olympics; keeping an eye on hot spots, innovating models, and winning the new energy strategy; customer-oriented, full-staff deep ploughing, and winning the VIP battle; value leadership, ultimate experience, and victory over the high-end multiplier war. The promotion of the four major product lines includes expanding the leading edge of tractors, consolidating the leading position of trucks, accelerating the development of dump trucks and striving for a comprehensive breakthrough in special vehicles. The three major areas of the Expansion Bureau include the Southeast Expansion Bureau, the Southwest Transition and the Northwest Expansion Bureau. 6 Support 3 Guarantees are financial support, marketing support, aftermarket support, brand support, channel support and digital intelligence support, service guarantee, war zone mechanism guarantee and rapid response mechanism guarantee.
Product is king, liberation in 2022 as a "war"
The product is a weapon in the commercial vehicle market, and in the face of 2022, Liberation has prepared a series of strategic products. "In 2022, Jiefang will continue to upgrade product quality and enhance customer value under the guidance of the six core value points of high-end, comfortable, efficient, low-consumption, green and intelligent users." Peng Long, director of the FAW Jiefang Product Management Department, said when introducing the main battle products of FAW Jiefang in 2022.
Specifically, in terms of tractors, Jiefang will be led by the dual high-end product portfolio of J7+ Eagle Chart, coupled with J6V, JH6, J6S, new J6P value version, Hum V/Hummer VH and other rich combinations, shouldering the heavy responsibility of expanding the leading edge of Jiefang tractors; the Liberation 2022 truck matrix composed of J7, J6V, JH6 Premium Edition, J6P 3.0, J6L Premium Edition, JK6 High-roof Double Sleeper and other products will shoulder the task of consolidating the leading position of Jiefang Trucks The 2022 Jiefang dump owner sales team composed of the 2022 J6P, JH6 Pilot Edition, the new J6L dump, and the Hun VH dump will bear the heavy responsibility of the "leapfrog development" of the liberated dump truck; in terms of special vehicles, the mixer truck, sanitation vehicle, car crane and dangerous chemical vehicle in 2022 are platform upgrade products.
In terms of new energy, in 2022, Liberation has products that should be "fought" in four categories: traction, cargo, dumping and specialization. Including J6P/JH6 pure electric tractor, J6P/JH6 fuel cell tractor, J6P/JH6 pure electric dump truck, J6P/JH6 fuel cell dump truck, J6L pure electric/fuel cell sanitation vehicle, etc., will become the main sales products in the field of new energy in 2022.
According to the observation of the first commercial vehicle network, a total of 69 exhibition cars, 12 engines, 10 sets of transmission equipment, and 115 TQC maintenance parts were unveiled at the jiefang annual business conference, which fully demonstrated the strength of jiefang's products. Among them, only new energy products cover J7, J6P, J6L, Lingtu four major platforms, traction, dump, special, light trucks and other products. Fully meet the needs of users in various scenarios such as railway freight, port shuttle, municipal sanitation, and intercity logistics.
Spare parts exhibition area
In addition, the equipment exhibition area of this liberation is complete in variety and clear in function. In view of the individual needs of users, Jiefang launched fifteen "spare part combination packages" such as urea injection system maintenance kits, National VI post-processing sensor maintenance kits, and urea tank system maintenance kits through the deployment of combinations, which not only interpreted the liberation of the user-centered service concept, but also demonstrated the strength and confidence of Jiefang in the era of "stock competition" for the aftermarket.