In the continued decline of the heavy truck market in 2009, China National Heavy Duty Truck not only achieved the leading position in sales, but also achieved market share expansion. "Completion of this year's sales target should not be a problem, but we must also help our partners." On June 25th, in the conference hall of Sinopec headquarters, Chairman of the China National Heavy Duty Truck Group and party secretary Ma Chunji and Sinopec general manager Su Shulin The laughter shows a confidence. This self-confidence comes not only from the agreement between Sinotruk and Sinopec that has just formed a strategic partnership. As a key commercial vehicle company determined by the government in the automobile revitalization plan, Sinotruk was in the midst of the overall downturn of the commercial vehicle market in the first half of 2009. , Almost the only bright spot in the market downturn. "This situation will not exist forever. I believe that China's heavy-duty truck market will definitely improve in the future." Ma Chunji clearly expects Sinotruk to become the leader in this stabilization and recovery. Leading sales market Although Su Shulin expressed support for Sinotruk in vehicle procurement, Sinotruk’s sales in the first five months of 2009 did show a year-on-year decline, but if we look at the entire heavy truck and even commercial vehicle industry, we can find that At present, China National Heavy Duty Truck is still in the lead position. From January to May of 2009, China sold 221,000 heavy trucks, a year-on-year decrease of 31%. China Heavy Duty Truck sold 320,096 heavy trucks in January-May, a year-on-year drop of 17%, outperforming the industry. Analysts such as Huatai Securities also stated that Sinotruk not only outperformed its competitors in sales volume, but its market share has been maintained at about 14.5% since 2009, reaching its highest level since 2004. According to the announcement of listed company of China National Heavy Duty Truck, profit in 2009 decreased by 50% to 60% year-on-year. In addition to the decline in sales volume, intensified competition in the industry has led the company to increase cash rebate rebates. The increase in inventory as a result of more production than sales has also contributed to the decline in earnings. This also reflects from one side the concept of “turning crisis into opportunity†that Ma Chunji has always emphasized, and it is the best time to expand market share when the market is depressed in the financial crisis. It is for this reason that Huatai Securities stated: “China National Heavy Duty Truck currently chooses to expand its market share between market share and short-term profits. We expect its market share will rise to around 16% this year and it will continue in the future. Possible increase." In fact, in January 2009, China National Heavy Duty Truck produced and sold more than 4,000 vehicles, with a market share of 37.64%. Even during the entire first quarter, China National Heavy Duty Truck Group achieved a market share of 31.29% with 31,855 sales figures. Throughout January-April, China National Heavy Duty Truck's market share is about 30%, which is almost equal to the total number of the industry's second and third place. In addition, one factor that cannot be ignored is that the implementation of heavy truck III emission standards in 2008 led to early consumption, and the market demand was released in an early release, forming a sales base that was much higher than in previous years. In fact, since 2009, the chain growth in heavy truck sales has been seen as a sign that the market has begun to stabilize. The second half of the opportunity It is based on the expectation that the entire heavy truck market will begin to stabilize, and that the government's 4 trillion yuan in major engineering investment will be put in place, which will greatly incentivize the growth of construction vehicles. Transportation vehicles witnessed a significant warming trend, with 13,000 units sold in May and a 35% increase from the previous quarter, which will continue to drive demand for heavy trucks. In the subdivision of commercial vehicle market, the properties of investment products in the heavy-duty truck market are strong and are affected more by the macroeconomic situation. By the second quarter of 2009, the confidence of all sectors in the Chinese economy has basically been determined, and the government has also stated that this year's GDP growth "guarantee 8" goal is expected to be achieved. Under such circumstances, the expectation of the recovery of the heavy-duty truck market has become even more apparent. According to relevant brokerage research reports, benefiting from the pulling effect of 4 trillion investment, the sales of construction trucks in heavy trucks performed well in the first quarter of 2009, and the performance of semitrailer tractors was poor; however, the sales volume began to increase month by month in the second quarter of 2009. 5 Monthly sales of 15003 units, although still down 40% year-on-year, were up 16% month-on-month; sales in May accounted for 26.7% of sales in the heavy truck industry. Although the production and sales figures of commercial vehicles are still less beautiful than those of passenger cars, China's heavy truck market is currently entering a “rational and steady deceleration periodâ€. In 2009, China National Heavy Duty Truck set itself a goal of 125,000 vehicles, of which 20,000 were to be ensured by the export of vehicles and 25,000 vehicles were to be obtained. Judging from the current production and sales figures, the overall sales volume of the heavy truck market in the second half of the year will not be lower than the first half of the year. If Sinotruk maintains the leading position, it may be allowed to approach this sales target. Therefore, Ma Chunji has stated many times that China National Heavy Duty Trucks should firmly "three confidence": firm confidence in the market and demand; firm confidence in the country's macro-control; firm confidence in the development of the heavy truck industry. In other words, during the first quarter of 2009, when China’s entire heavy-duty truck industry still did not see the bottom, China’s heavy-duty trucks experienced its own trough as early as January 2009 and took the lead in the same industry in mid-2009. Into the rising period. Longer-term vision Perhaps it is Ma Jianji’s firm determination that makes China Heavy Duty Truck, a heavy truck-based company, a typical example of a successful response to the financial crisis. As early as December 2008, Senior Engineer of China National Heavy Duty Truck Wang Wenyu stated: “In 2009, we still tried to make heavy trucks work well, and at the same time develop upwards and downwards, improve marketing network, optimize industrial structure, strengthen corporate management, and thus strengthen enterprises. Core competitiveness." China National Heavy Duty Trucks can become the only commercial vehicle company in the “four big and four small†government, and it is undoubtedly based on this core competitiveness. In 2008, the sales revenue of China National Heavy Duty Truck exceeded RMB 50 billion, accumulative sales reached 112017 units, and the market share reached 20.62%, continuing to rank first in China's commercial vehicle market. China National Heavy Duty Truck has a long-term idea, which is evident from its cooperation with Sinopec. On June 16, Sinopec’s Sinopec Automotive Industry Technical Cooperation Center was established and announced that China’s first technology cooperation platform for the energy and chemical industry and the automotive industry was born. On June 25, in the new headquarters building of Sinopec, Sinotruk and Sinopec held a strategic cooperation signing ceremony, announcing the conclusion of a strategic partnership and in-depth cooperation in technology, business, overseas markets, and brands. Unlike the cooperation traditionally limited to procurement, the strategic cooperation between the two parties will start from the source of technological development. The two parties will establish joint laboratories to jointly develop products for special vehicles for the oil industry and the chemical industry in the automotive industry. Applied research. At the same time, in their respective marketing areas, Sinotruk also cooperated with Sinopec to bundle the brands of the two companies through various forms such as fuel card, in order to realize the superposition of brand effects. It should be said that Sinotruk has begun to view its partners with a longer and broader perspective. In addition to cooperation in the energy and chemical technology field, it can strengthen its own technological innovations that have always been a source of safety. Cooperation in the brand and the market can also be achieved. The full realization of the multi-element polymerization effect will also enable users to enjoy the industrial strength and quality strength that the two brand strengths are able to achieve.