In February, the growth rate of the domestic medium and heavy truck market slowed down significantly. After FAW Jiefang, the "leader" of the industry, won the "double champion" of industry terminal and market growth in January, it continued the hot momentum of "good start" during the Spring Festival, and continued to lead the terminal share by virtue of activities such as "New Year's greetings". In particular, the regional market performed well, and the sales volume of 11 regions across the country achieved positive month-on-month growth in February, further consolidating its leading position in the industry.
Break the situation against the trend and lead the market.
Can the commercial vehicle market usher in a "warm spring" in 2024? The actual situation is probably "warm and cold". Despite the industry's anticipation, the market performance in the first two months fell short of expectations. Beidou data shows that due to factors such as the Spring Festival holiday and the extreme climate in the south, the terminal sales of domestic medium and heavy trucks in February were only 1880,000 units, down 27% m/m. Industry inference: consumption growth, new energy development and new infrastructure construction will become the key driving force of domestic economic growth in 2024, so gas vehicles, new energy, economic high-horsepower vehicles, and express tractors will become hot markets.
FAW Jiefang has grasped the general trend of industry development, continued to cultivate the "advantage" market, and achieved a breakthrough against the trend under the weak ** of weak supply and demand in February. It is reported that FAW Jiefang's share of medium and heavy truck terminals reached 27% in February, an increase of 2% month-on-month6%；Among them, the tractor market share is 298%, an increase of 34%；The market share of trucks is 339%, up 32%；The share of gas vehicles was 339%, up 32%；The cumulative share of new energy medium and heavy trucks increased by 8%, rising 3 places in the market segment and advancing to the top five in the industry.
Go hand in hand to promote stability.
Judging from the sales situation in the liberated areas in February, the regional market "promotes stability with progress", and the sales performance in many places is gratifying, dispelling the "chill" of early spring. Among the 18 regions covered by the liberation marketing system, 11 regions achieved positive month-on-month growth in the month, and Henan, Xinjiang, Shaanning, Jiangxi, Hunan and Hubei regions increased by more than 5% month-on-month. In order to run the "first stick" of the New Year and achieve a "good start" in the first quarter, Jiefang marketing soldiers maintained high morale before and after the Spring Festival, went deep into the front-line research market, collected user voices, and took the sense of urgency that the beginning was a decisive battle and the start was a sprint.
Gifts are accompanied by New Year's greetings.
FAW Jiefang's ability to break through against the trend and reap market results is inseparable from its well-planned marketing initiatives. From Chinese New Year's Eve to the seventh day of the first lunar month, the New Year's benefits for the liberation cardholders have never stopped, and the "Lucky Wheel" and "Million Red Packets Rain" accompany the majority of users to celebrate the Spring Festival of the Year of the Dragon, not only drawing good gifts online every day to win large car purchase coupons, but also pleasing liberation wallpapers, finely crafted liberation car models, and personalized liberation cultural and creative gifts have appeared in turn, pushing the "New Year Greetings" activity to a climax. During the 8-day Spring Festival holiday, the official WeChat account of "Liberation Truck" has participated in more than 12 activities60,000, continue to enhance the brand influence, and lay a sales foundation for FAW Jiefang's strong start in 2024.
The future is promising.
The keen sense of smell of the market is also an important factor in the sales of FAW Jiefang at the beginning of the year. According to statistics, from January to February this year, the cumulative sales of domestic new energy medium and heavy trucks exceeded 5,000, a year-on-year increase of 44%. Jiefang New Energy's cumulative share of medium and heavy trucks has increased significantly, and its ranking in the market segment rose to fifth place in February.
At the beginning of the new year, Jiefang accelerated the pace of innovation in the field of new energy, increased the launch of new energy products, and continuously promoted product research and development and upgrading. Before the Spring Festival, we will go to the front line through offline "group meetings" to provide users with green and intelligent transportation solutions. After the Spring Festival, the company has a "big move", FAW Jiefang and Funeng Technology to carry out new energy special cooperation, the two sides around the product and technical advantages of sincere cooperation, for FAW Jiefang to provide high-quality products with market competitiveness, work together to draw a new blueprint for the development of the new energy vehicle industry.
Although the domestic commercial vehicle market is "cold in spring" at this stage, it will eventually come to the season of a hundred flowers. With the end of the heating period in the north, the difference in oil and gas prices will continue to drive the hot sales of gas vehicles; Driven by the "dual carbon" strategy, the demand for new energy vehicles continues to accelerate; A large number of countries.
Third, the fourth national model is facing a replacement ......The "spring" of the commercial vehicle market has sprouted.
The old cow also understands Shaoguanggui, and does not wait to raise the whip and work hard. "FAW Jiefang will continue to deepen its market layout, improve service quality by creating high-quality products, and win customer satisfaction with actions, and continue to move towards the goal of "the proudest commercial vehicle company and the most trustworthy commercial vehicle brand".
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*: China Commercial Vehicle Network.
For more content or cooperation, please pay attention to the official WeChat of China Economic Net (ID: ourcecn).