G7 new landscape listing, Futian Commercial Automotive focus on industry users "custom"; Huanghai Ruitu national sales, want to use "custom" to reverse the war situation; Dongfeng Liuzhou signed China Post Express, express delivery industry "private custom" express logistics vehicles; Dongfeng The company's auto shares deepened the “private customization” of light passengers, and delivered 3 photography and production vehicles of the Dongfeng imperial windmill to the CCTV “Ink and Wash China” crew; Futian Ouma pushed the “Highly Customized Experience Tour”... plus On the upsurge of customized bus and custom business commuter cars, in recent years, commercial vehicle manufacturers have made great efforts to customize the market. What is the reason?

The development of customer customization and specialization needs “customized commercial vehicle” has been developed in developed countries for more than 30 years, but it has been a neglected area in China. Currently, the domestic “custom” market has just started and is moving toward standardized development. It has not yet reached a certain scale," Wang Jian, a professor at Chongqing Jiaotong University, told the author. Custom products are not new in the commercial vehicle industry, but the early market demand is small and has not been noticed by the public.

Hu Xiaoyun, general manager of marketing company of Dalian Huanghai Automobile Co., Ltd. believes that the main reason that auto companies launch customized models or use “private customization” as the promotion point is that customers’ demand for personalization and specialization has increased. He said: “Society is developing, and the process of urbanization is accelerating. In order to adapt to their own development, business users need more and more specialized vehicles; at the same time, with the improvement of living standards, the people’s demands for quality of life are also increasing. The pursuit of personalization has become a new trend in consumption. In order to meet the professional requirements of corporate users and the individual needs of individual users, the introduction of corresponding 'customized' products has become a choice for car companies to cater to the market."

"In recent years, society has developed rapidly. The customer's operating environment has changed significantly compared to before. This forces them to constantly change their business strategies and provide personalized and specialized solutions according to their needs. Therefore, when purchasing vehicles, Will try to choose products that meet their own business philosophy.

When the market's optional products cannot meet their individualized or specialized needs, the customer hopes that the manufacturers can produce products that meet their own needs. Such products belong to customized products. “Hu Fengfei, manager of the Youth Bus Market Department, believes that: “As the automotive industry develops, companies have gradually begun to focus on the needs of individual customers, and have unified these individual needs into a single market segment, from the original 'to me' to 'to' Customer demand is the core 'change, which is the main reason why car companies are increasingly launching customized models. ”

Hu Fengfei also stated that more and more personalized demands of customers are not a bad thing for enterprises, but an opportunity. In the provision of personalized services or provide more personalized services than others, car companies are also creating more market value. Through constant exploration and deepening of the customized market, the company not only promoted its own brand image, but also promoted its culture and philosophy. This allowed it to seek greater space for development while maintaining its inherent market share.

Segment specialization trend is unstoppable <br> <br> along with the market become ever more finely, become ever more specialized, commercial vehicle market segments gradually move towards the era of specialization. "Offering the different needs of the operating market to provide different configurations of vehicles is a bus company's production model, this may be regarded as the initial level of "custom" services." Hu Fengfei said: "In contrast to the earlier custom model production, today's customized products Mainly to point to the special needs of individual customers, specialized technical departments to create a special configuration of the vehicle.This is very different from the previous customization.Commercial vehicle market after years of development, professionalism has become an irresistible trend, fine The era of specialization has come.”

Wang Jian agrees with this: “Today, the market follows the law of demand and response to transportation. With the development of China’s economy, the continuous maturation of the market and the popularization of modern technology, the demand for personalized and professional commercial vehicle market is increasing. The automakers have provided customized services tailored to the needs of this segment of the market, and more and more auto companies are providing such services, which fully demonstrates that commercial vehicles have entered the era of subdivision and specialization."

Customized products is expected to become the largest growth market <br> <br> car prices, said custom models mainly in the passenger travel, people's livelihood, security and individual areas of logistics, a common feature of these areas is the need for specialized operations is very high, Need to be customized to meet. In these areas, the types of vehicles required are mainly commercial vehicles. Therefore, compared with passenger vehicles, commercial vehicles have obvious advantages in their customized development. Ge Xianwen, vice president of Liaoning Shuguang Automotive Group Co., Ltd. pointed out that customized products have a strong vitality in the commercial vehicle market, because these customized vehicles are mostly aimed at achieving higher production value, with efficiency as the core, reflecting "custom" necessity.

Under normal circumstances, passenger cars are mainly based on large-scale production, and they must achieve economies of scale. Private customization means production differentiation and greater investment, which is inconsistent with its production methods. Therefore, customized services are destined to be 'minority'. "Ge Xianwen analyzed:" Different from passenger cars, commercial vehicles have their own production methods. Taking the Huanghai Ruitu Multi-functional Commercial Vehicle as an example, its features are reflected in the three words 'multi-function'. Only through the combination of 'private customization' or various technologies can the product's maximum value be reflected. Therefore, the customization in the commercial vehicle market is much better than passenger cars. ”

“Because different regions have different operational needs for customers, passenger car companies have been conducting differentiated production all the time, which shows that differentiated demand is common in the commercial vehicle market.” Hu Fengfei stated that with the development of the economy and society, the market has made customization services. The demand will grow wider and wider. It can be foreseen that deep customization products will become the biggest growth point in the commercial vehicle market in the future.



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