More and more imported truck companies are optimistic about the "cake" in the Chinese market and have entered the market one after another. As the first to enter the Chinese market and successfully "occupy" Mercedes-Benz, half of the high-end heavy truck market, unlike other European companies, he is not blind, Mercedes-Benz is more focused on the market, and more thorough analysis of users. For the Chinese market, Mercedes-Benz trucks Already ready for a protracted war. Recently, in response to the development of Mercedes-Benz trucks in the Chinese market, the reporter interviewed Mr. Robert Veit, Executive Vice President of Daimler Trucks in China.
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Pay attention to the niche market to make the market bigger
According to Mr. Robert, the so-called niche market mainly includes special vehicle products, architectural manufacturing products and some special products. These niche markets may be too small for domestic truck companies to attract people's attention. However, for Mercedes-Benz, it is a very attractive market. Companies are also very willing to explore and gradually expand this market. . For example, in some manufacturing vehicles, the price of the top coat is much higher than the price of the chassis. In this case, the user will not be particularly sensitive to the price of the Mercedes chassis. Even for some special products, domestic truck companies may not be able to produce. Mercedes-Benz has precisely this advantage, and the growth of truck sales is self-evident.
In addition, Mr. Robert also emphasized that the reason why Mercedes has achieved such a good result in the niche market is not just that companies can provide users with suitable products, but more importantly, users are very satisfied with Mercedes-Benz products.
Not only provide products but also provide value concept
When entering the Chinese market, Mercedes-Benz trucks will continue to make corresponding improvements and adjustments based on China's national conditions in order to meet the needs of Chinese users. At the same time, in the process of sales, not only let the user understand the quality of the product, more importantly, let the user establish a correct value concept.
In an interview, Mr. Robert said: “Our work in China is not just selling trucks, but also instilling value concepts for consumers. This is also the part that we invest the most energy into.â€
Robert said that at present, Chinese users have not realized that the purchase price of trucks is not actually the most important factor. In fact, in a three-year business cycle, depending on the customer's different business areas, the truck purchase price only accounts for 10% to 15% of the total cost, and more importantly, the operating cost, that is, reliability, fuel Consumption, secondary sales value, etc., users need to consider these factors when purchasing trucks. In terms of total cost of ownership (TCO), Mercedes-Benz trucks have obvious advantages.
For Chinese users, the high-configuration and high-value demand for trucks is not very strong, and more consideration is given to how to reduce operating costs. But Mr. Robert believes that the high truck configuration is to better save operating costs. For example, he said that the most important thing in reducing operating costs is to find a good driver. How can they attract these truck drivers? The most important thing is to provide truck drivers with adequate comfort and safety. There was a situation in Europe more than ten years ago. Due to the scarcity of truck drivers, truck drivers are increasingly demanding the vehicles they operate. Mr. Roberts believes that this trend may occur in China soon, like Mercedes-Benz. Trucks with high-value, high-profile trucks must be very popular.
The prospect of China's logistics industry is bright
"In China, there are nearly one million logistics companies, most of them are relatively small. When the competition becomes fiercer, integration will increase, so slowly some large logistics companies will put smaller ones. Miscellaneous nomadic companies will annex, so that it will be more orderly, more professional, more secure, and even lower the cost of logistics and get consumers' approval. This will be a development trend in the future,†said Robert Analysis.
While the market is improving, logistics companies are also continuing to learn and are moving toward professionalism. According to Robert, some of the company's customers are also constantly making new demands, such as whether the customer can ask them to help them improve the logistics chain and help them reduce costs, which are all positive signals. He said: "These are all very good things. If you let me say, the prospect of China's logistics industry is very bright." At the same time, he believes that in the logistics and transportation industry, Mercedes-Benz trucks are very competitive, and companies can provide some very specialized services in this area.
It is with such confidence that there are high-end trucks with high value. Mercedes-Benz has been walking in the top of the pyramid with a proud attitude, and has gone further and further away.
