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On March 3, an executive of a heavy truck company jokingly talked to Xiao Bian. “(20th Century) In the 70s and 80s, everyone said hello was 'Have you eaten?', because it was a big problem to have enough meal at that time; and the next two or three years In the past year, corporate CEOs say hello, they may become 'Are you still alive?', that is, if your company is still alive, it is good to survive, and heavy truck companies are no exception."
He also said that his only goal now is to enable companies to live well.
Although it is a joke, its implementation is so cruel. Regardless of how many warm winds were blown by the heavy truck companies at the end of the year 2015 business meeting, they could not stop the cold and cold reality of the overall economy. “As far as I know, since the 4th quarter of 2015, the heavy truck industry Losses in the industry, whether large or small, are not spared. There may be some companies that are not in 2016 or 2017.†The implication is that there will be heavy truck companies disappearing in the next two years.
Staying in the heavy-duty truck industry for many years saw countless companies dreaming of making sacrifices for their heavy trucks. It was no exaggeration to describe them with songs and tears. But the winners have geometry? In addition to the emergence of new veterans in the heavy truck industry, only a handful of newcomers survived.
Here, we have to say that we are referring to the heavy truck, a heavy truck company that has already gone by the wind and thinks that it will be later. 
China’s No. 1 tractor factory is one of the 156 industrial projects that were built during the “1st Five-Year Plan†period. Looking at the name of the plant, we know that its main products are agricultural machinery such as tractors. However, this company has already been involved in heavy trucks since the 1960s. With the heavy-duty card under the "Yu margin."
In the 1960s, the Chinese armed forces were very short of heavy-duty artillery tractors and dragged down this heavy responsibility. In 1966, the first military heavy-duty truck Dongfanghong LT665 was produced in China.
The car uses the chassis of the French GBC off-road vehicle and the Czechoslovak air-cooled turbo engine and carried out a large number of technical improvements. The vehicle is equipped with a hydraulic power steering device. The drive axle is equipped with a pneumatically actuated, jaw-mounted forced differential lock. The dry hydraulic transmission clutch adopts aerodynamic devices and the air heater is installed in the cab. When the car was used by the military, it was widely acclaimed. One delay also accumulated the experience of producing heavy trucks and became one of the "big four small" heavy trucks. Today many people familiar with heavy trucks can only be regarded as descendants in the face of Dongfanghong.
After a lapse of 30 years in 1996, it was decided to restart the heavy truck front. This year, as soon as it was listed in Hong Kong, the stock market financed more than 1 billion yuan. The broad-moving decision to try to diversify its business on the basis of consolidating its main business has made heavy trucks a timely choice. At that time, it had a great deal of determination, investing billions of dollars in the year that it seemed to be very substantial, and the new stamping, welding, painting, and assembly lines had been built, and models from the British TM Company were introduced.
However, due to the weakness of models, after-sales, and channels, the shackles of the planned economic system and the bleak market situation, efforts to delay the second attempt to restart the truck were hindered.
In 2002, Liu Dagong took the helm and started the curtain of comprehensive reform and structural adjustment. The entry into the heavy truck became one of the highlights.
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On July 28, 2003, the company joined hands with five shareholders including Henan Provincial Construction Investment Corporation and established Luoyang Fussett Automotive Co., Ltd. Fussett is a transliteration of the English "first", and the free translation is "first", which shows that the expectation of a heavy-duty card project is high. Yang Youliang, who was then the general manager of Forsett, declared: “In 2005, the company achieved 10,000 production and sales of automobiles, and the sales revenue was 158-1.8 billion yuan; in 2007, it produced 50,000 vehicles.†It is estimated that the share of heavy trucks should not be too high. small.
Although this goal is a bit big, it seems that hindsight has not been realized or partially realized.
The most important thing is that entering the heavy truck is an extremely correct strategic decision.
After three years of blowout in the heavy-duty truck market in 2000-2002, many companies began to enter the heavy-duty field, hoping to split the market into seemingly infinitely large market increments, and the market is also unsatisfactory. After a period of smoothness in 2005, it entered a period of 5 consecutive years. The period of rapid growth. Therefore, the timing for the Dongfanghong heavy truck to enter is just right. It is evident from the fact that Hualing Heavy Trucks, which entered the company 9 months later than Fusette, was able to produce and sell 10,000 vehicles in 2007.
The reason for the delay in entering the heavy truck industry is due to factors such as the high profit margins and high technical content of heavy trucks. However, having more experience in production of heavy trucks should be considered directly. The history of the two-into-heavy cards made Yue feel that he is not unfamiliar with heavy trucks, confident and able to manage.
The support from the Henan provincial government system cannot be ignored either. Henan Province had planned to develop a comprehensive and complete auto industry. The field of passenger vehicles won the Zhengzhou Nissan project, and Yutong Bus also expanded its scale around 2003. Therefore, it has given unflinching support to the delayed heavy-duty truck project.
The government’s enthusiasm is because Henan does not have a heavy truck industry, and Henan is a province where there are several provinces and where logistics is busy. The heavy truck market has a large capacity. Considering that many heavy trucks and newcomers have started to expand from opening up the local market, it is reasonable to assume that Henan's situation is a great advantage for Dongfanghong Heavy Trucks.
However, things are counterproductive. Forset company has been very difficult from the very beginning. In 2005, only 307 heavy trucks were sold, and 919 were sold in 2006. This is also the peak of Dongfanghong Heavy Trucks. Since then, "Dongfanghong" is like a supernova after the explosion. It has quickly been compressed by the gravity of the core and has collapsed into today's heavy truck production and marketing company.
In September 2011, "China's auto industry production and sales newsletter" showed that China's heavy truck production capacity for January-September was 0, which was a 100% drop from the output of 5 vehicles in the same period of 2010.
Yitu Group started with tractors and has heavy truck manufacturing experience, but in the final heavy truck projects, it has repeatedly collapsed.
The industry generally believes that tractors and heavy-duty vehicles are two completely different platforms after all. The contradictions and problems implicit in them are gradually exposed over time.
In addition, many problems will be difficult to resolve in one day, as long as it is affected by the planned economy for a long time. It is said that due to the low value of heavy production, the heavy trucks actually produced a lot of them, but the sales were sluggish, resulting in a large backlog, and precious liquidity was exhausted. This made the company miserable.
The model that was imported from the UK that year was the only one produced in the country. The uniqueness of technology was once considered a major selling point, but due to the small volume and relatively high procurement costs, some components had to be produced by themselves. As a result, no matter where the user's car is going wrong, he has to send someone to repair it with parts, which is extremely inconvenient for everyone.
In addition, the problem of sales channels is greater. In the period of planned economy, the products that are being towed are allocated according to national plans and distributed by state-owned agricultural machinery distribution units. For heavy vehicles, the main marketing channel relied on is still the original sales channel for agricultural machinery. Most of the attendance at the trade fairs are at the city-level agricultural machinery distribution units, and a large number of small and medium-sized dealers are blocked outside the door. However, the user groups of tractors and heavy-duty vehicles are not the same. After all, the dealers who sell agricultural machinery must open up the flowers of heavy-duty vehicles. Not only is it difficult for dealers, but the result can only be counterproductive. The agricultural machinery sales service network originally relied on could not only improve the sales efficiency and service level of “Dongfanghongâ€, but also delayed the time for the layout of Dongfanghong heavy truck network.
Only these are enough to make the leaders at that time have a headache.
Finally, after three or four years of hardship, the heavy-duty vehicle project not only failed to bring about the expected economic benefits, but became a heavy burden.
This is reminiscent of the recent industry insiders questioning the fact that some agricultural vehicle companies have stepped into the production of heavy-duty vehicles in light-duty vehicles and medium-tonnage vehicles. These people in the industry believe that there is a considerable gap between agricultural vehicles and heavy-duty vehicles, ranging from technology content, supporting systems, brands to sales networks. There are many practical problems that cannot be solved simply by having money.
In addition to the above issues, the brand is also a place where Dongfanghong heavy trucks have gone through detours. The so-called "unfair name is not correct, and if it is not correct, it cannot be achieved." The Dongfanghong heavy truck is not called "Oriental Red" at first, but "Fuk". When Forsett was newly established, someone said to the company's decision-makers that the "Dongfanghong" brand has been tied to tractors. If heavy trucks are used in this brand, it is easy to make people feel that they are low-end goods. At that time, the decision-makers at the time listened to this statement and gave the product a foreign name of “Fordâ€.
However, since “Ford†is a new brand, it will take a while for people to accept. It is precisely in 2004 that “Ford†has just been listed. In 2004, the heavy-duty truck market was blowout, sales volume increased by 40%, and “Ford†was missed. In 2005, the market plunged 30%, and the “Fodeâ€, which was just a bit accepted, was unable to escape its fate and sales fell. The company’s decision-makers panicked and quickly announced changes to the brand name “Oriental Red,†but they did not do a good job of explaining, explaining, and promoting the work. As a result, many users of Zhang Er’s monk were puzzled. “Oriental Red†soared with the market. % passed in 2006. Since 2007, although the market has always been good, it has nothing to do with “Dongfanghongâ€. A large number of heavy-armed newcomers have joined in and expanded, not only eating up the market, but also occupying a glimpse of “Dongfanghongâ€. Land,
"Eastern Red" heavy truck finally failed to red.