A company that is originally in the front line, re-entering the market with a new attitude, does it indicate that the industry is going to change?
Two days away from 2017, Foton Motor, which started the first round of the commercial vehicle industry business year, throws heavy news: Futian Light Commercial Vehicle Division officially entered the micro-card and small VAN market. The "second integration" incident successfully stirred up the wave of the commercial vehicle market.
Integration means “scarring the bonesâ€, while the saying goes, it hurts the bones for a hundred days. However, in just less than two years, Foton Motor has made two organizational restructurings for its same business unit. What is the significance of this move? Where is the light commercial vehicle division that has been reshaped again?
It is understood that the Futian Light Commercial Vehicle Division was established in early 2015 and was formed by the integration of two brands, Ao Ling and Business Car. At the beginning of its establishment, the Olympus brand has three major lines: Ao Ling CTX, Ao Ling TX and Ao Ling MRT Light Truck. The business car brand covers the large VAN and medium VAN product lines. The two brands offer integrated solutions for suburban and urban logistics and transportation and commercial transportation vehicles.
Today, Foton Motor has integrated micro-cards and micro-customers into the light commercial vehicle business unit. The newly merged micro-cards and micro-customers include landscape V3, V5 (small VAN models) and Alcatel T3. Among them, the scenery V3, V5 belongs to the Futian commercial automobile brand, and the Austrian T3 belongs to the Futian Olympic brand. The addition of these three new products has opened up the entire industry value chain of inter-city, suburban and urban logistics distribution. The new product portfolio matrix will also renew its competitiveness in urban and suburban logistics.
According to industry analysts, the "chess" of Foton Motor is mainly due to the re-commenting of its commercial vehicle business. From the corporate characteristics of Foton Motor and its previous enthusiasm for integration, it is not entirely unexpected. People familiar with Foton Motors know that Futian Group has always been a long-term partner in the integration, constantly seeking business synergies. Through integration, it aims to broaden the industrial chain, improve capital allocation, reduce operating costs, and achieve overall collaboration in parts procurement, vehicle planning, technology research and development, and marketing networks to enhance the core competitiveness of enterprises. The second integration of the light commercial vehicle business unit is to focus on broadening the industry's breadth and focusing on the synergy effect.
A new attitude to start to open the logistics value chainWill the integrated “light commercial vehicle†have “indigestion†problems?
Obviously, this is not the case.
First of all, from the perspective of product attributes, both micro-customers and micro-cards belong to the category of light commercial vehicles. Secondly, after the integration of micro-customers and micro-cards, the whole value chain of urban and suburban logistics and transportation, and the synergistic combat capability of various brands and products have been opened. Will be further strengthened. The original Ao Ling light truck mainly meets the needs of suburban logistics and urban first-class distribution and secondary distribution. The business car brand's Tanya and Futian landscape series mainly meet the secondary distribution and terminal logistics distribution needs of first- and second-tier cities; The newly added scenery V3 and V5 and the Austrian T3 can cover the end logistics distribution of the third- and fourth-tier cities and counties and towns, which is equivalent to the area extension of the original product line.
Once again, Foton Light Commercial Vehicles has achieved remarkable results in integration and collaboration. According to public information, in 2015, Fukuda light commercial vehicles completed sales of 115,000 vehicles (including overseas). Among them, the Austrian light truck increased by 2.2% year-on-year; in the second year of the implementation of the integration strategy, that is, in 2016, the sales volume reached 151,500 (including overseas), an increase of 9%.
Not only that, with the second integration, Foton Light Commercial Vehicles has also set a goal of “season sales of 160,000 units in 2017, further solidifying its leading position in the mid-to-high-end light truck market and commercial vehiclesâ€. It can also be seen that in 2017, the Foton Light Commercial Vehicle, which will start again with a new attitude, will fully expand the market in a crucial year. After re-integration, its marketing team can make better use of different product portfolios to provide customers with a more comprehensive one-stop logistics solution and customized services to further enhance customer viscosity and create new profit growth points.
Innovative integration under the new normal to help the logistics industry reduce costs and increase efficiencyThe integration of a small card and a large, medium and small VAN into a business unit for operation is a “unprecedented†attempt in the light commercial vehicle industry. In the future, Foton Light Commercial Vehicles will have greater synergy potential in terms of channel and customer resource sharing, and brand activity.
At present, the economy has entered a new normal of medium and high-speed growth, and the homogenization competition in the commercial vehicle industry has become increasingly serious. While feeling the pressure, all enterprises are implementing internal and external adjustments and seeking new breakthroughs. Foton Motor's innovative integration model is the most systematic and powerful in the industry, and provides samples and references for the business of the light commercial vehicle market. This model is to adapt to the market, which will make Futian's product layout more reasonable, more suitable for the development of the logistics industry, and pointed out the direction for the further development of the industry.
In addition, under the wave of supply-side reform and transformation and upgrading, the continuous increase in logistics transportation costs and the increasing profits and competition have brought a series of opportunities and challenges to the development of the logistics industry. How to improve the overall operational efficiency of the industry and reduce costs has become an urgent problem to be solved. The integrated Futian light commercial vehicle provides a new solution to the industry in terms of cost reduction and efficiency. Through the overall collaboration, expanding new markets with new platforms, covering the full value chain of urban, suburban logistics and urban and rural commercial transportation markets, Foton Light Commercial Vehicles not only provides more comprehensive solutions for various transportation companies, more reasonable vehicle matching and More integrated services; at the same time, this move can further form economies of scale, effectively reduce the cost of research and development, production, procurement, sales and other links, provide better and more cost-effective products for the logistics industry, and help reduce its operating costs and Increased transportation efficiency.
The significance of this integration is not only an exploration of Futian Automobile's full value chain in the field of logistics, but also a new attempt for the entire industry to form a breakthrough. The new attempt to ecologically restructure the industrial chain implies unlimited possibilities. .
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