Auto market enters the era of micro growth
The auto market will maintain a slight growth next year, which is the consensus of most people in the industry. Zhu Fushou, general manager of Dongfeng Motor Company, stated that the biggest "change" in the Chinese auto society is the transition from emerging markets to mature markets. The most significant feature of the industry is that the industry has entered the "micro-growth" era. The Chinese auto market has ended high-speed growth over the past 10 years. He judged that the average market growth will not exceed 10% in the next 10 years. Zhou Liang, general manager of Nanjing Iveco, also believes that commercial vehicles will enter the era of micro growth.
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From January to October sales, heavy trucks fell by 30.1% year-on-year, and the commercial vehicle market declined by 7.9%. Only micro-cards, light passengers, and big customers kept growing. In the past 10 months, the commercial vehicle industry has felt a "cold chill."
Even if there is growth next year, the situation will not be too good. For commercial vehicle companies, how can we behave?
I would like to quote one data first. According to media statistics, from January to June this year, the sales of imported trucks reached 11,449 units, an increase of 25.9% compared with 9,094 units in the same period of last year; the sales volume of imported trucks reached US$1.087 billion, which is 858 million times that of the same period of last year. The dollar increased by 26.8%. The increase in imported trucks and the sharp drop in domestic trucks have sharpened this. The increase in the volume of highway freight on the main line and the increase in the demand for special vehicle chassis prompted the import trucks to rise against the trend. Domestic trucks do not have the advantage in core technology. They are not competitive in the eyes of high-end customers in the above two markets, and they are attacked by imported trucks.
In spite of this, for the next year's market, companies do not have to worry too much about the loss of market share. Regardless of market availability and user purchasing power, autonomous commercial vehicles still have an absolute advantage.
In the period of micro-growth, competition is not only from the outside, but more from within.
In the past two years, the advancement of commercial vehicle companies in terms of production capacity has made the contradiction of overcapacity next year inevitable. This year has actually been symptomatic, but the project that has already been launched cannot be stopped. Some companies are still increasing their investment. With the further release of new capacity next year, market competition will become more intense.
Market growth is limited, and companies have unlimited demand for expanding market share. In this case, companies seek joint and merger and reorganization. At the same time, it may be a way to make up for the missing lessons and expand overseas markets.
The country has already sent signals that the auto industry must strengthen mergers and reorganizations. If the company evaluates the situation according to its own development situation and considers the long term, when the company's strength is weak, its ability to innovate is insufficient, and its follow-up development is weak, it is not a bad thing for the company to actively seek opportunities for joint or merger and reorganization.
The old-fashioned topic of innovation should be mentioned and strengthened again next year. The author believes that because the market was very good in the past few years, although the company has made efforts in innovation, it is still not enough. This is the homework that will be added next year. Innovation includes not only product innovation but also service and management innovation. All along, low-yield, low-efficiency is synonymous with commercial vehicles, and the pursuit of high efficiency and high profitability for users has led to a need for users to upgrade their technology and performance over the past few years. Therefore, companies have upgraded their products, but most of these upgrades rely on external forces and are not on the product platform. At the same time, a boom in market sales has caused companies to be underpowered in service and management innovation. In the period of micro-growth, how to innovate in products, channels, and services is already urgent. These three aspects will determine the status of enterprises in market competition.
Increasing the development of overseas markets has become a consensus of enterprises. This year, auto exports will reach 1 million, which is a major breakthrough in the development of China's auto industry, which also shows that the overseas market has great potential. Although China's commercial vehicles have achieved little success in overseas markets, most of them are in the primary stage of product export trade, and marketing has not yet become internationalized. How to achieve a breakthrough in export business in increasingly crowded overseas markets? China's commercial vehicle companies still have a long way to go, which will also be the direction of corporate efforts next year. 
