Commercial vehicle company 09 production and sales plan difficult to produce different views on the market

“This is really a big problem.” A few days ago, the head of a truck company was scratching his head. The New Year has come, but this year's production and marketing plan has always been difficult to come out. “Corporate executives have inconsistent views on the 2009 truck market. The announcement of the sales plan for this year will have to wait at least one month before. At this time last year, the 2008 production and sales targets have already been announced.”

In previous years, it was the peak period for the sales targets of various companies. However, so far this year, only three commercial vehicle companies, namely Dongfeng Commercial Vehicle, Shaanxi Automobile and China National Heavy Duty Truck Corporation, have announced high-profile sales targets for 2009. All three companies have exceeded or nearly completed their 2008 production and sales targets, but most commercial vehicle companies still have some distance from the production and marketing targets set at the beginning of the year. Many business leaders also believe that it is not a good time to immediately launch production and sales targets, but also wait and see for some time.

The reason why many companies have yet to work out the production and sales targets for this year is that the fundamental reason is that they cannot see clearly, they do not understand the commercial vehicle market in 2009, and they have insufficient confidence in their own companies and products. "Jinjiuyinshi" is no longer, the law of the busy season is hard to find, and the market becomes more and more elusive. In 2008, the commercial vehicle market was as thrilling as a "roller coaster", and the bosses' hearts were becoming more and more outrageous.

It is undeniable that the commercial vehicle market is particularly affected by the macro economy. The recent domestic and international economic statistics that have been continuously published have exacerbated this concern, and commercial vehicle companies have mostly bowed to the export situation. Obviously, at the beginning, we all underestimated the serious impact of the financial crisis on the real economy and the world economy. Zhang Mao, deputy director of the National Development and Reform Commission, also said that the current economic downside risk in China is more serious than expected.

Worries continue to spread in the commercial vehicle sector. The industry's overall situation this year has also produced great disagreements. Taking the passenger car market as an example, some people predict that there will be a 30% decline in the passenger car market this year; some people predict that the passenger car market this year may have some growth, but it is not optimistic.

Under heavy pressure, some corporate CEOs are now expecting the government to rescue the market. From the announced policy, it is uncertain when the pulling effect of 4 trillion yuan investment will appear. In addition to the fuel tax, it will also be uncertain which policies affecting commercial vehicles will be introduced in 2009. All of these have added variables to the formulation of production and sales targets.

"There is no market that can't be opened, and only companies that can't open up the market." Not long ago, Premier Wen Jiabao emphasized this when visiting Hang Sheng Electronics. The reason why Sinotruk and Dongfeng Commercial Vehicle announced the sales target in 2009 was related to their confidence in the products and the market's sufficient.
In the author's opinion, in any case, each company should be more pragmatic in formulating annual sales targets, think more about the difficulties and solutions, and place their hopes on improving their own competitive strength.

Perhaps many companies’ 2009 production and sales plans will take months to release, but this time is also a reflection of the corporate decision-making department, abandoning the impetuous and unrealistic digital games in the industry, and formulating scientific and reasonable The production and sales plan is also what we hope to see.

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