Step by step startling competition in the Chinese pickup market is becoming increasingly fierce


Every year at the beginning of the year, when we look at the commercial vehicle market in the new year, there is a market segment that is often overlooked, namely the pickup market, which should be taken seriously.

At present, there are two types of pickup styles in the domestic market: Japanese pickups and American pickups. Domestic pickups are mostly based on Japanese style. Typical "economically applicable men" are small, exquisite, fuel-efficient and cheap, which meets consumers' needs for economic practicality.

 

Jianghuai handsome bell T6


Another type can be described as a "rich rich handsome" in a pickup truck. It is an American pickup truck with a rough shape, a large body, a high chassis, and a large power. The equipment is luxurious and the price is high, but a large-displacement engine with an automatic transmission is able to ride the road. Bad rugged mountain road. In the past two years, our country's American pickup trucks are gradually increasing. The change in the pickup truck type from the Japanese to the US Department is accompanied by more fierce competition in the pickup market.

Carp stirs attention

According to statistics, at present, there are 20 enterprises that produce pickup trucks in China. From the perspective of the sales volume of various enterprises last year, the top six companies that make up the three major camps of pickup trucks accounted for 80% of the market share. Nevertheless, in the pickup camp in our country, There is a competitive "squid" and their actions deserve attention. Judging from last year's sales, the Great Wall Fengjun pickup truck with an annual sales volume of more than 110,000 units has been steadily occupying the status of market leader. The sales volume of JMC and Zhengzhou Nissan's pickup trucks both exceeded 50,000 units, ranking the second camp, among which Jiangling pickup sales Over 70,000 vehicles, and the gap between Zhengzhou's daily production of less than 60,000 vehicles is gradually widening; ZTE, Beiqi Futian and Huanghai automobile sales followed closely, with a gap of around 10,000 vehicles, constituting a stable third camp pattern. The Jianghuai pickups that followed were powerful contenders.

Great Wall Feng Jun 6


With the official production of the new base in Jianghuai and Yangzhou this year, the production capacity of 100,000 units will provide a broader space for Shuailing Pickup. The Jianghuai Yangzhou Base also represents an important measure for the long-term planning of Jianghuai Automobile on pickup trucks.

It is reported that just from the new base in Jianghuai Yangzhou Shuai Ling T6 off the assembly line with Jianghuai self-produced 2.8L four diesel engines. Subsequent planning products will include 2.0L State V, 2.7L State V diesel engine and 2.0LVVT State V gasoline engine, forming a two-drive, four-wheel drive, single row, double row, long axis, short axis, left rudder, right rudder, etc. The type of configuration, and a generation of pickups to form an economical, high-end pickup product matrix, for domestic and foreign markets. Yang Zaifu, deputy secretary-general of the China Passenger Car Market Information Association, believes that this may bring 10% growth to the JAC pickup.

Pickup market or now dark horse

All along, China's own brand pickup companies have obvious advantages. This pattern may change this year. Many companies have publicly expressed their eagerness for the pickup market. Can they become the dark horse in the market?

Jiangling Collection


Last year, at the G10 light passenger conference held at SAIC Chase, SAIC Commercial Vehicles made it clear that they will deploy pickup trucks. Changan Automobile has launched a sample pickup truck last year. SAIC, FAW, Dongfeng, Chang'an, and BAIC are among the top five automotive groups in China. SAIC Motor is currently the only company that has not entered the pickup market. It is reported that the pickup project of SAIC Chase is advancing in an orderly manner and it is expected to invest nearly 2.5 billion yuan. It plans to launch a pickup truck with international competitiveness in 2017. A related person of SAIC Datong stated that this pickup truck will be the first domestic pickup truck model that has reached the international advanced level and is developed for the global market, meets Euro VII emission requirements, and is developed in accordance with the European/Australian five-star collision regulations and standards in 2017. Match 6 airbags and other leading edge security configurations. With the launch of pickup trucks, the sales of SAIC's commercial vehicles will increase further.

In addition, Yang Zaiyu revealed that Nanjing Iveco will launch off-road pickup trucks based on the Iveco SUV, aiming at military vehicles and the use of oil fields, petrochemicals, armed police, and exploration. Kawei Automobile also formally cooperated with Hummer China. Recently, Jiang Danping, the president of Cardwell Automotive Group, clearly stated that he wanted to activate Hummer's most marginalized product, the H3T pickup card used only by the military. It is a modified car. It can be a pickup or an SUV. If it is launched in the civilian sector, it will be very competitive in both the Chinese market and the overseas market. They may have further action in this year's pickup market.

Nowadays, there are independent brands such as Chery and Geely in the pickup market, and Suzhou Jinlong, which mainly produces passenger cars. The pickup truck market in China is limited in capacity. Why are there so many enterprises preparing to “kill”? Yang Zaifu believes that the layout of the pickup market is designed to be "big", that is, to enrich the product line. Judging from the current market conditions, the peak sales volume of the pickup truck market in our country is about 500,000 vehicles. In a modest space, new entrants will find it hard to use gold. From the perspective of the actual purpose of the company's layout, it is the main focus to make up for product shortcomings.

Whether exports can rebound

According to the statistics of the China Passenger Car Market Information Association, the sales volume of pickup trucks in China in 2014 was about 400,000 vehicles, a decrease of approximately 4.56% from the previous year. Yang Zaipu believes that the main reason for the decline in sales volume is the decline in export volume. “Especially the sales of companies such as the Great Wall and ZTE are declining, which has a greater impact on pickup truck exports.” Exports of pickup trucks in China are mainly concentrated in the Middle East, North Africa, and South Asia. Japan last year The increase in sales of used pickup trucks in these areas has displaced the market share of pickup trucks in China. "The export volume is expected to drop by 70% over the previous year," Yang Zaiyu said.

In terms of policy, pickup trucks in the city have been "unresolved" for many years. Although there are certain influences, due to the long-term existence of this factor, the impact is generally small. As a passenger and cargo truck, pickup trucks will also be threatened by some models that have the same function. The low-end SUVs and MPVs with high-end small cards, micro facets, and economic applicability all accounted for some of the pickup market share. In the domestic market demand, many driving schools used to use pickup trucks as C1 coaches. The C1 coaches that started driving school last year switched to Santana and other models in the tidal wave, which also restrained the demand of some pickup trucks.

However, Yang Zaiwei believes that the above reasons are not as big as the decline in exports, which has dragged the pickup market. A large part of the export of pickup trucks in China is used as a military vehicle. At present, the situation in foreign countries cannot be judged. Therefore, whether the pick-up market can pick up this year still remains suspenseful.

Fourth-tier cities’ purchasing power climbs

After analyzing the sales of the pickup truck market in the past 10 years, Yang Zaichen found that the share of sales of pickup trucks in China’s automobiles as a whole increased from 1.1% in 2004 to about 2% in 2014, and the increase rate increased by nearly 1 percentage point. This is a very small base. The pickup is very difficult.

From the analysis of the regional sales of pickup trucks in recent years, pickup sales are mainly concentrated in cities that do not have restrictions on the purchase of goods, as well as the southeastern coastal areas, southwestern regions, and northwestern regions, as well as the two provinces of Shandong and Inner Mongolia. In recent years, the regions with high growth rates have mainly concentrated in the northwest and central China.

Zhengzhou Nissan Dongfeng Ruiqi


Judging from the model line of products, the sales volume of Great Wall, Jiangling, Zhengzhou Nissan, and Beiqi Foton in the high-growth regions accounted for a relatively large proportion of sales. At the same time, as the demand for pick-up trucks in first and second-tier cities has declined, the demand in the third and fourth-tier cities has increased significantly, especially in the fourth-tier cities, which is the largest. Although the proportion of pickup trucks in urban and rural areas of first and second-tier cities is relatively large, sales volume has declined in recent years.

At the same time, the proportion of diesel and gasoline engines equipped with pickup trucks in China is also changing. The proportion of gasoline engines has increased. In the early 1980s, 80% of pickup trucks in China used gasoline engines, but the low price of diesel fuel allowed this proportion to change gradually. By 2012, the proportion of diesel pickups had accounted for 80%.

Last year, affected by the implementation of the four emission standards of diesel vehicles, some non-mainstream diesel engines did not reach the fourth national emission level, and they switched to use gasoline engines, which increased the proportion of gasoline engines installed by about 5%. In the northwest region, the winter is relatively cold, diesel engines are difficult to start, and diesel oil products are poor, which also reduces the proportion of pickups fitted with diesel engines.” Yang Zaiyu analyzed. At the same time, the economic advantages of pickup trucks fitted with gasoline engines have become more pronounced due to the continued decline in domestic gasoline prices. These changes will continue in this year's pickup market.

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