One thing to say

Author｜Nie Yiyao

Produced by｜Automobile Views

The famous American philosopher Emerson once said: "A person who moves toward his goal wholeheartedly can change the world." They will all make way for him."

This is extremely appropriate for Tan Xuguang, Chairman of China National Heavy Duty Truck Company.

On September 1, 2018, Tan Xuguang took charge of China National Heavy Duty Truck. He said: "We will build China National Heavy Duty Truck into a world-class full-series commercial vehicle group and become China's No. 1 in 3 to 5 years." ."

Four years later, Tan Xuguang kept his word. The China National Heavy Duty Truck he led successfully reached the top of "China's No. 1" with 14 "industry firsts", and China National Heavy Duty Truck became the most dazzling. of commercial vehicle companies.

Not long after China National Heavy Duty Truck became “China’s number one”, the new journey had a clear goal under Tan Xuguang’s plan: “It will take another 3 to 5 years to enter the world’s first-class echelon and become the world’s top commercial truck. ""

On February 21, 2023, through the China National Heavy Duty Truck 2023 Partner Conference, China National Heavy Duty Truck once again released a signal of advancement: "Challenge the world's best and be the best in the world. Commercial vehicles."

"Black 2022" in the commercial vehicle industry

If you use one word to describe the year 2022 that the commercial vehicle industry has just experienced, no one would object to "Black 2022".

In 2022, under the pressure of sluggish freight rates and slowing demand caused by multiple factors such as repeated epidemics, economic downturns, and continued rise in raw material and oil and gas prices, the commercial vehicle industry will show a difficult development trend. In particular, the heavy-duty truck market, known as the "barometer" of the commercial vehicle industry, will see overall sales plummet in 2022, putting the industry under severe pressure.

Data from the China Automobile Association shows that in 2022, my country’s commercial vehicle sales will be 3.3 million units, a year-on-year decrease of 31.2%. Among them, heavy truck sales were 672,000 units, a year-on-year decrease of 51.8%.

Just in 2020, my country's heavy truck sales exceeded 1.62 million units, a year-on-year increase of 37.9%. In just two years, heavy truck sales have plummeted, falling by nearly 60%.

Under the overall decline, there are only 4 car companies with heavy truck sales exceeding 100,000 units in 2022: Sinotruk 158,800 units, Dongfeng (Group) 126,800 units, FAW Jiefang 125,600 units, Shaanxi Automobile The group has 107,900 vehicles.

The heavy-duty truck market has entered an "ice age", and competition and involution have become increasingly cruel and fierce, further testing the comprehensive strength of car companies including product systems, leading technologies, innovative marketing, service capabilities, etc. Only excellent car companies can win in the battle.

A noteworthy detail is that in addition to ranking first in heavy truck sales in 2022 and heavy truck market share in 2022, China National Heavy Duty Truck has also soared to first place, reaching 24%, which is an out-and-out 2022 The "double champion" in heavy truck sales and market share.

Not only that, China National Heavy Duty Truck's heavy truck exports will reach 89,000 units in 2022, which not only leads the industry, but also adds a bright color to the bleak commercial vehicle industry in 2022.

China National Heavy Duty Truck won "No. 1 in China"

Despite going against the wind in the industry hurricane, China National Heavy Duty Truck still achieved leading operating performance in 2022, with 14 "industry First", won the title of "No. 1 in China" in one fell swoop and successfully achieved the goal.

In 2022, China National Heavy Duty Truck achieved vehicle sales of 249,000 vehicles and revenue exceeding 121.4 billion yuan. It is the company with the highest sales volume, the least market decline, and the best operating efficiency in the industry. In terms of market share, advanced technology, market segment development, etc., China National Heavy Duty Truck has won 14 "industry firsts".

Among them, in terms of market share and advanced technology, SINOTRUK achieved 7 "firsts":

1. The annual sales volume of heavy trucks was 158,800 units, with a market share of 24 %, ranking first in the heavy-duty truck market share among domestic enterprises in the same industry;

2. The export of heavy-duty trucks for the whole year was 89,000 units, with a market share of domestic heavy-duty truck exports exceeding 50%, and the export sales volume ranked first in China;

3. In terms of the application of new technologies, it is the first commercial vehicle company equipped with diesel engine technology with a thermal efficiency of 52.28%;

4. The launch of Shandeka LNG G7S is the first commercial vehicle company equipped with a gas engine with a thermal efficiency of 54.16% Technology commercial vehicle company;

5. In terms of product sequence, tractors with more than 500 horsepower account for 28%, ranking first in the industry, 5 percentage points higher than the second place;

6. Release the first commercial new energy heavy-duty truck with hydrogen internal combustion engine in China, achieving zero carbon emissions; 7. Develop the industry’s only dual-speed electric drive integrated bridge, and build a new energy technology route and power chain. Advantages.

In addition, in terms of market segment development, China National Heavy Duty Truck has also achieved 7 "firsts":

1. The long-distance logistics and transportation market ranks first in sales volume. This benefit Thanks to the combined advantages of WP14T engine and MC13H engine, SINOTRUK firmly occupies the commanding heights of power upgrade in the industry;

2. With its reputation advantages of low fuel consumption and high reliability, it accounts for more than 30% of the express delivery market , ranking first in the industry;

3. China National Heavy Duty Truck’s hazardous chemicals market share is 29%, ranking first in sales;

4. With continued breakthroughs in the urban construction waste market, Hao Hao Wo continues to strengthen its advantage as the number one brand of muck trucks, and Shandeka has become the first choice for high-end muck trucks, ranking first in sales in the muck truck industry;

5. The market share of mixer trucks has stabilized at 35%, for 22 consecutive years No. 1 in the industry every year;

6. In the high-end special vehicle market such as fire trucks, pump trucks, television broadcasts, and oil field operations, we continue to maintain the industry leadership and rank first in the industry in sales of high-end special vehicles;

< p>7. Through rapid iteration of AMT product technology, S-AMT has successfully built its differentiated advantages. The sales volume of AMT models has surpassed that of competing products, ranking first in the industry.

The underlying logic of counterattack to the top

There is no such thing as success without reason, only unremitting efforts. In the past few years, Tan Xuguang and China National Heavy Duty Truck have left a deep impression on people as "a great man, a great company, working hard".

The achievements constantly prove the efforts behind it, and the efforts behind it are the underlying logic of China National Heavy Duty Truck’s success: deep cultivation of the market, pursuit of leading technology, integration of resources, and Strengthening of product system and marketing service capabilities.

Trucks are production tools. Whether the truck is good or not and whether the user will repurchase it depends on the user’s experience of using the truck. For users, only those products that really make them money and save them worry will be spread by word of mouth and become hot products in the market.

For a good truck product, product strength is first and foremost the core competitiveness, and it must have the obvious advantages of low energy consumption and high reliability. At the same time, a complete product system is also crucial, diversifying and enriching users' choices, and is also an important starting point for capturing users.

Secondly, in all aspects of the product life cycle including "purchase, use, management and maintenance", excellent car companies to which good products belong will allow users to enjoy more advantageous financial support and bring To provide better purchase convenience and cost reduction; to allow users to enjoy more advantageous energy saving and consumption reduction, bringing lower car maintenance costs; to allow users to enjoy a more considerate after-sales service experience, and enhance the sense of belonging to the user group; to allow users to enjoy To build a stronger brand reputation and increase the second-hand residual value of products. etc.

Only when the above requirements are implemented, can enterprises truly make progress. China National Heavy Duty Truck's market share and reputation have soared to No. 1 in just a few years, which is closely related to this.

For example, in terms of product strength and product system, China National Heavy Duty Truck has formed a matrix of hot-selling products ranging from the express delivery tool Huanghe Heavy Truck, the efficient and versatile Shande Truck, to the cost-effective Howo Truck. These flagship products combine the advantages of Sinotruk's S-AMT technology, low wind resistance technology, and the excellent powertrain jointly built with Weichai, deeply attracting users from the product level.

For another example, at the service level, China National Heavy Duty Truck took the lead in proposing the "family" service concept. This concept has been continuously recognized by users in practice and gradually formed a brand.

Today, China National Heavy Duty Truck has upgraded its "relatives" service brand to fully tap the profound value in the service link. In addition to discovering and guiding customer needs and solving customer appeals, we also create a new form of product life cycle services through measures such as the construction of spare parts and accessory systems, technical support at service stations, strengthening service policy guidance, and the launch of smart service terminals to provide users with better services. service experience.

All these efforts and efforts in detail can be summed up in one sentence, what Tan Xuguang has been emphasizing - "Customer satisfaction is our purpose."

Aiming at “the world’s number one” strength

Tan Xuguang is a famous doer. There are many golden sentences in his language system, all of which focus on how to be firm. Unswervingly self-motivated to do a good job in industry and business. For example, very classic: "If you don't strive for the first place, you are just messing around", "One day is worth two and a half days", "There is nothing you can't do, only you can't imagine"...

This is a goal-oriented company Leaders and the companies they lead are also required to be goal-oriented.

Four years ago, Tan Xuguang was appointed to take over Sinotruk in a critical situation. When he eloquently stated that he would lead Sinotruk to become the number one in China, the outside world was mostly skeptical. At that time, Jiefang and Dongfeng had been crushing SINOTRUK for a long time, and Foton and Shaanxi Automobile were eyeing and attacking. People have seen Tan Xuguang's success in building Weichai, but they are not sure he can drive China National Heavy Duty Truck.

But Tan Xuguang is not only a doer, but also a strategist. All goals do not come out of thin air. Behind them are extraordinary foresight and layout, building a pyramid leading to the goals.

The most noteworthy one is the Sinotruk Laiwu Green Intelligent Manufacturing Industrial Base built by Tan Xuguang. On February 12, 2020, SINOTRUK Laiwu Green Intelligent Manufacturing Industrial Base broke ground and was officially put into production 280 days later.

The significance of its commissioning is far from the construction speed of "starting construction that year and putting into production that year", but it enables China National Heavy Duty Truck to realize the conversion of new and old driving forces. This is the indispensable cornerstone for China National Heavy Duty Truck to reach the top of "China's No. 1" two years later.

Sinotruk Laiwu Green Intelligent Manufacturing Industrial Base is now known as a benchmark digital "lighthouse factory" in the field of commercial vehicles. It is a world-class and domestically leading high-end, intelligent and green heavy truck production base.

It covers an area of ??3106 acres, with a construction area of ??1 million square meters, and a total investment of more than 15 billion yuan. According to the requirements of high-end products, high-end intelligent manufacturing, high-end supporting facilities and high-end management, it adopts the world's most advanced intelligent manufacturing production line. The first-phase production capacity is 100,000 vehicles. It currently mainly produces Huanghe X7 series, Howo TH7/TX series and other heavy-duty truck products, forming a strong complement and support to other production bases.

If the "Lighthouse Factory" is Tan Xuguang's "tangible means" to strive for the first place in China National Heavy Duty Truck's planning and layout, then the corporate culture reform is the "spiritual asset" that Tan Xuguang brings to China National Heavy Duty Truck.

The three key factors that determine the success or failure of a business are: market factors, time factors, and personnel team factors. In a goal-oriented enterprise, these three factors will ultimately fall into the "people" factor.

Tan Xuguang understands very well that in order to reform, he must first reform the mental outlook of "people" and stimulate the fighting spirit of the team. The tiger and wolf divisions cannot be formed casually, but must be formed from ideas, goals and In terms of action, we must be consistent from top to bottom, unite all employees, and be focused.

As a result, China National Heavy Duty Truck, under the guidance of motivational culture such as "not striving for first place," "one day is worth two and a half days," and "nothing is impossible, only imaginable", the team's subjective initiative has continued Be inspired.

We have a leader with firm goals, a united team of tigers and wolves, a world-class intelligent manufacturing factory, core technologies from fuel to new energy, a leading domestic market share, and a strong In terms of export and international operation capabilities, as well as the goal and motivation to go from "No. 1 in China" to "No. 1 in the world", China National Heavy Duty Truck does not lack the strength and confidence to aspire to be "No. 1 in the world".

In the theme report of China National Heavy Duty Truck Group Co., Ltd. "What will we do in 2023", Wang Zhijian, Secretary of the Party Committee and General Manager of China National Heavy Duty Truck Group, said that he will "challenge the world's number one". But in fact, they have adjusted their focus and are aiming to be number one in the world.

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