At present, the mainland economy continues to recover, driving the growing demand of the logistics industry. However, in the process of steady progress, logistics enterprises and individual transporters are facing pressure to improve quality and efficiency under the new trend, and the overall freight vehicle field is in the stock stage, and the operation of car companies is also facing new challenges.
Even so, FAW Jiefang, as the "eldest son of the national car", still performed brilliantly. According to the data, in 2023, FAW Jiefang will achieve revenue of 63.905 billion yuan, a year-on-year increase of 66.71%, and a net profit attributable to the parent company of 763 million yuan, a year-on-year increase of 107.66%.
The results are a thing of the past, and the competition continues. How does FAW Jiefang grasp the pain points of users and continue to maintain growth in the fiercely competitive market? How to plan for future development? At the recent FAW Jiefang 2024 Media Investor Exchange Conference on "Accumulating Momentum to Create a New Future", the relevant person in charge of FAW Jiefang gave the answer.
Solve user pain points and keep up with market orientation
The competition in the logistics industry is becoming more and more fierce, and users are more sensitive to the cost of buying a car. For example, many long-distance transportation users in the central and western regions are increasingly interested in natural gas heavy trucks, but the price of new cars is more than 100,000 yuan higher than that of diesel vehicles;
In order to alleviate the pressure of users to buy cars, the state has put forward the "old for new" policy, which has achieved a win-win situation for car companies, logistics companies and users.
Li Sheng, general manager and deputy secretary of the Party Committee of FAW Jiefang, said: "The trade-in policy is a good thing for car companies. Some oil trucks need to be replaced with natural gas, and some are replaced by new energy, which brings many incremental opportunities to the head enterprises. ”
Indeed, the "trade-in" policy has brought multiple benefits to car companies, logistics companies and individual transport households. For car companies, it increases market demand and brings new opportunities, and for logistics companies and users, it provides more possibilities for car replacement.
With the core of saving money for users, FAW Jiefang has carefully formulated a series of practical solutions. Yu Changxin, member of the Party Committee and executive deputy general manager of FAW Jiefang, mentioned: "FAW Jiefang has taken a number of measures to promote the replacement of obsolete models. Identify the target customer base for the obsolete model and gain insight into whether they are willing to trade it in. Combined with the relevant government policies, we have formulated a policy plan to liberate ourselves with greater preferential treatment. ”
At the same time, in order to solve the problems that users may encounter in the process of redemption, FAW Jiefang has laid out the second-hand car business as early as possible, and has achieved remarkable results through the establishment of FAW Fujie. In the future, FAW Jiefang will also establish a second-hand car park in Yuanshi County, Shijiazhuang, Hebei Province, to open up the whole industrial chain of second-hand car remanufacturing, maintenance, sales and export.
Refuse to fight a "price war" and speak with strength
In response to changes in market demand and under the guidance of relevant policies for commercial vehicles, car companies should not only improve the industrial chain and supply chain and solve user pain points, but also fully layout the market and speak with strength.
The "price war" is not necessarily beneficial for logistics users. Yu Changxin said: "Jiefang never fights a price war, it solves user problems from the whole life cycle, and brings value-added value, rather than relying on price to fight, which (refers to fighting a price war) is a dead end in the future." ”
However, it is not easy for users to choose a high-performance model among many brands. The "price war" has caused many potential problems such as vehicle allocation, which may lead to a significant increase in the cost of subsequent car use, and also increase user trouble. We should not only consider the price factor, but also examine the quality and after-sales service of the vehicle, and if you are not careful, you will fall into the "trap" of price war.
FAW Jiefang's confidence in rejecting the "price war" comes from the experience of car manufacturing brought by 70 years of history. It is understood that for users using traditional power, FAW Jiefang will launch J167 models for the high-end market in the middle of the year; at the same time, the field of medium and heavy trucks will also be committed to the introduction and verification of high-horsepower, AMT and NG products, especially the Changchun base, which will launch high-horsepower models equipped with the latest replacement engine 6DVD1 and 6DX1, including J7, J6V, JQ6, Yingtu 4×2 tractor and JH6 upgrade products, etc., to provide users with richer choices in different scenarios.
For new energy users, FAW Jiefang will develop and launch the industry's lightest 8.5-ton tractor this year, and at the same time launch a full range of new energy 2.0 products. In the field of smart vehicles, FAW Jiefang will focus on the port and mine long-distance special line market this year, and develop 4×2 port tractors, mining version tractors, etc., whose use scenarios extend from mine pits to storage yards and even thermal coal plants, creating a product portfolio covering the whole chain.
In addition, FAW Jiefang will also launch a variety of models in the field of exclusive emergency equipment, such as emergency management vehicles, snow removal vehicles, open-pit mining unmanned equipment and mobile charging vehicles, to demonstrate its diversified development strength.
Actively deploy overseas markets
In the next five years, sales may exceed that of China
The competition in the domestic market is extremely fierce, and the fight in the overseas market is equally thrilling. In recent years, FAW Jiefang's overseas sales have grown rapidly. FAW Jiefang is not satisfied with the status quo, but continues to work hard, planning a more ambitious strategic blueprint, and striving to further increase overseas sales.
Regardless of the market at home and abroad, users want to drive high-performance, cost-effective cars to increase profitability. In order to better serve overseas users, FAW Jiefang has actively deployed in Europe, and has done experiments in Latin America, Southeast Asia and even Eastern Europe, which have been unanimously recognized, and even better than some European and American brands, with higher cost performance. In the future, FAW Jiefang will set up a number of branches abroad to improve the convenience of local production.
Yu Changxin said: "In the past, Jiefang Export relied on cooperation with import and export companies. In 2024, China FAW is determined to divide the entire team into Jiefang and establish an international company. This is conducive to investing in the construction of factories and improving efficiency, and is also conducive to the management of the following branches and branches, which will be the biggest planning and confidence for the future liberation. In the next 5 years or so, sales in overseas markets may exceed those in China. ”
In addition, FAW Jiefang also plans to expand the layout of industrial chain, suppliers, finance and services to overseas markets in the future, and this work has begun to be implemented this year, which also marks a solid step forward in FAW Jiefang's strategic layout on a global scale.
By actively responding to national policies, grasping the pain points of users, refusing to fight "price wars", and actively laying out overseas markets, it can be said that FAW Jiefang has shown strong competitiveness and forward-looking planning in the industry. I believe that in the future, FAW Jiefang will continue to speak with strength and bring more high-performance and cost-effective models to users. (Moonlight)