In the four months of 2018, the sales of GAC Hino heavy trucks exceeded the sales volume in 11 months in 2015. It is expected to double the sales volume in the whole year than in 2017. This means that GAC Hino is moving from the edge of the heavy truck market to the center of the heavy truck stage.
In 2018, there was a role that could not be ignored on the heavy truck stage in China. It was Guangqi Hino. This brand, which entered the Chinese heavy truck market since 2009, has gradually become the 'passer-in-a-kind' since 2013. Now, From the unrequited 'passer-in-one', slowly to the center of the stage.
In the past nine years since Guangzhou Automobile Co., Ltd. entered the market in 2009, how has it gone and why has it gradually returned after being marginalized?
Frequent appearances of GAC Hino
Recent heavy-duty market, GAC Hino's figure has continued.
On April 12, 2017, GAC Hino Motor Co., Ltd. signed a contract for the first delivery of 1,000 vans and vans, which was held at GAC Hino Chemical Plant. This resulted in an order for GAC Hino has reached the annual sales of GAC Hino in 2015. 6 percent.
On January 23, 2018, the Guangzhou Automobile Co., Ltd. Hino 700 was officially launched in Guangzhou. The listing of the Honda system announced the end of the era of the GAC Hino single-model vehicle, and the price of the Guangzhou Automobile Hino heavy-duty truck will also be extended from approximately RMB 500,000. To the range of about 400,000 yuan.
On May 4th, 2018, the launching ceremony of the first Good Driver Contest of the Guangzhou Automobile Co., Ltd. was held in Guangzhou with the theme of 'Hero Oil Created' in Guangzhou. At the launching ceremony, GAC Hino also received 376 carriages. Big single.
In addition to the independent events, GAC Hino also attracted attention from the overall growth rate. From January to April in 2018, GAC Hino sales volume was 1447 units, an increase of 282% year-on-year. In April, the increase in sales volume reached a staggering 400. %. There is no doubt that this increase is among the top in the industry.
It can be said that, in the recent drama of the heavy truck market, Guangzhou Automobile Co., Ltd. and Hino reappeared frequently. However, looking back three years ago, Guangzhou Automobile Co., Hino was the only one in China's heavy truck stage.
Years of 'passers A'
Three years ago, Guangqi Hino had sales of less than 2,000 vehicles a year, which accounted for less than three-thousandths of the sales volume of the entire heavy-duty truck industry. It was precisely because of this that in the past few years, GAC Hino was on the heavy truck stage. , Like 'passers'.
In the first four months of 2018, the sales volume of GAC Hino was 1447 units. This sales volume increased by 282% year-on-year, which was almost half of the sales volume for the whole year of 2017; it was equivalent to 80% of the sales volume for the whole year of 2016; it exceeded 2015 Year 1 to November sales.
GAC Hino Nakasha axis cabs
Looking back nine years ago on September 21, 2009, when the first 700-h truck of GAC Hino took off the line, it caused widespread concern in the industry. This is because GAC Hino is a joint venture with a small number of medium-heavy-duty trucks. Both shareholders - GAC Group and Japan Hino (belonging to Japan's Toyota) are both outstanding leaders in the Chinese and Japanese automobile market; at the same time, Hino Trucks has a good reputation and a large number of fans in China.
With the continuous emergence of vehicles that are not overhauled in the million kilometers of GAC Hino, the long-established reputation of GAC Hino heavy trucks has also been established in the heavy-duty truck industry. Many companies have also adopted GAC Hino as a benchmark product when planning their own high-end heavy truck products.
However, at the time it was not even thought, Guangzhou Automobile Co., Ltd. was well-known for its 700 reputation. In 2016, it sold only 1666 vehicles a year, and accounted for less than 3% of the total weight of the heavy truck market.
As a result, GAC Hino gradually became marginalized by the industry. Many high-end heavy trucks also no longer used GAC Hino as a competing product.
Revitalizing Hyundai's '13535 Project'
Does GAC Hino quit the market? In early 2016, not only did the heavy truck industry have such doubts, but even the employees of GAC Hino also had such questions.
Where does GAC Nisshin go? Is it insisted on changing or withdrawing from the market? After careful consideration and discussion, the shareholders of both parties finally decided to implement the GAC Hino rejuvenation plan.
Guangqi Hino Executive Deputy General Manager Chen Xiushen
In March 2016, Chen Xiushen was appointed as the executive deputy general manager of Guangqi Hino. In April 2016, according to GAC Hino rejuvenation plan, GAC Hino laid out the '13535' working principle: In product development and manufacturing guarantee, marketing system strengthening, internal All aspects of management, improvement of employee awareness, etc. are systematically re-engineered to create a new brand of GAC Hino that is more adaptable to the market.
After that, Guanghan Hino’s general manager Suzuki Minami, executive deputy general manager Chen Xiushen, and deputy general manager Zhang Zhiyong, etc., frequently appeared at the communication sites of major distributors, tops, and other major business partners of GAC.
In December 2016, Zeng Qinghong, Chairman of GAC Group, led the Guangqi-Hino Group, went to Japan to meet with Hiroshi Kawakami, Chairman of the Hino Auto Vehicle, and President Yoshihiko Shihiko, and exchanged opinions on the development of joint ventures between the two parties. At the meeting, the shareholders of both China and Japan reached an agreement: GAC Hino as a cooperative venture between the two sides, both parties will be more concerned about the development of GAC Hino. This will not only provide a profound summary of GAC's Hino's operations and actions, considering the development status of GAC Hino. Shareholders are willing to provide the largest support to GAC Hino to improve the operation of GAC Hino as soon as possible and revitalize GAC Hino.
Can you really revive it?
Can Guangqi Hino really be revived?
Before analyzing whether it can be revitalized, first analyze why GAC Hino is marginalized.
The first is that the price is very expensive. Since the Guangzhou Automobile Co., Ltd. began to enter the market, the price of the Hino 700 has been around 500,000 yuan. This price range has very little sales in China's heavy-duty truck market, and it belongs to the price range of 'not to be too low', no matter what Brand, as long as the price falls within this range, it will basically fall into a failed position. Although GAC Hino has a high reputation in the industry for its durability and reliability, it is always high and low, and its high price will keep most users out of the door. outer.
The second is the single product. Since the Guangzhou Automobile Co., Ltd.'s Hino 700 was launched in 2009, it has only one product at a time. It is difficult to adapt to the complex and volatile market in China.
Then there are fewer channels and weak marketing capabilities. When the domestic heavy trucks' marketing methods changed from sitting merchants to dealers, GAC Hino continued to stick to the traditional marketing model. At the time of 2012, there were four out of 5,000 orders for GAC Hino. Thousands of vehicles are all the major customers of Zoomlion. When the purchase volume of Zoomlion is gradually reduced to zero, the sales of GAC Hino will be reduced to more than 1,000 vehicles.
From April 2016, the rejuvenation plan of GAC Hino gradually changed several major shortcomings of GAC Hino.
First of all, from the product, with the support of shareholders, GAC Hino has greatly accelerated the speed of product launch. In 2017 and 2018, GAC Hino introduced a new product at an annual rate: In 2017, it launched a center axis equipped with a J08 engine. The carriage was launched in 2018 with a 700-meter system. According to Chen Xiushen, in 2019, GAC Hino will have a large number of products available. One new product a year, which is for Hino who only launched one product in 3 to 5 years. , is a huge change.
At the same time, the price range of GAC Hino products was also extended from the previous RMB 500,000 to the RMB 400,000 range due to the launch of the 700-unit value system. The price gap with the domestic mainstream high-end heavy trucks has narrowed.
Secondly, from the aspect of marketing, Guangzhou Automobile Co., Ltd. and China United have re-established strategic cooperation; on the other hand, they have maintained close ties with companies such as CIMC and Huajian. At the same time, they further explored the target market, in addition to the traditional market, South China, Outside East China, in 2018, North China and Central and Western China will jointly promote sales. In terms of sales network, GAC Hino’s channel outlets will further increase in 2018, and strengthen the sales capabilities of special dealerships.
In terms of services, GAC Hino has promoted TS (Total Support), an all-round customer support campaign, since 2017, providing users with all-round support for pre-sales, sales, and after-sales services. This will enable GAC Hino's products to have lower life cycle costs. , The use value is even higher. The theme of the first Good Driver Contest of GAC Hino was held on May 4th, 2018. The ultimate goal of TS Guangqi Hino’s first good driver contest is to help users maximize the value of their vehicles. minimize.
In 2018, the sales of GAC Hino would have to double. This seemingly unlikely task has successfully completed the corresponding proportion in the first four months.
For GAC Hino, sales in 2018 doubled to 5,300 units. It is only the first step from the marginal market to the mainstream market. The real 'rejuvenation' road is still very long. China's heavy truck market is extremely fierce, and it wants to reload in China. The market has become a 'corner' and must work harder.
For China’s heavy truck market, the presence of GAC Hino not only provides an amazing record of 2.68 million kilometers without major repairs, giving Chinese heavy truck users more choices; the reliability and durability of its heavy trucks, and its user value as a starting point. TS' will also bring a brand new reference to the heavy truck industry.
The highlight of China's heavy truck drama is that there will always be unexpected performances. There will always be famous bridge sections.