Sinotruk recently hosted its mid-year marketing conference, where key strategies and goals for the remainder of 2019 were outlined. The conference, attended by approximately 500 Sinotruk distributors, was chaired by Wei Zhihai, Secretary of the Party Committee of Sinotruk. The event focused on the company’s marketing performance in the first half of the year and set clear targets and measures for the second half.
Strong Sales Performance in the First Half
During the conference, Sinotruk’s General Manager, Caidong, delivered a keynote speech titled “Deepening Brand Marketing and Enhancing End-Promotion.” He highlighted the company’s impressive performance in the first half of the year, attributing success to the improved macroeconomic environment and stable growth in fixed asset investments. Sinotruk’s marketing system has made significant strides, particularly in deepening brand marketing, boosting end-promotion efforts, and ensuring the timely availability of backup supplies.
In the first six months of 2019, Sinotruk sold 86,000 units, with Shandong province accounting for 350,000 of those sales. This strong performance has laid a solid foundation for meeting the company’s annual sales targets. As of mid-year, Sinotruk has achieved 53% of its annual sales goal, with a market share of 10.3%, marking a 1% increase over the same period in 2018.
Optimistic Outlook for the Second Half of 2019
Looking ahead to the second half of 2019, General Manager Caidong shared a market forecast based on the current economic landscape. The macroeconomic environment remains stable, with an estimated demand for 430,000 heavy-duty trucks in the second half—an 8% increase compared to the same period last year. For the entire year, the market demand for heavy-duty trucks is projected to reach approximately 980,000 units.
With these market dynamics in mind, Sinotruk has set its annual sales target at 180,000 units. For Shandong province specifically, the sales target for the second half of the year is set at 70,000 units, which would capture an estimated 13.2% market share—an increase of 2.3% compared to the first half.
Launch of New Products and Continued Dealer Support
Deputy General Manager and Secretary of the Party Committee, Yun Qingtian, also shared insights into Sinotruk’s ongoing commitment to product innovation and dealer support. He announced the upcoming launch of the new HOWO T7H tractor and emphasized the company’s plans to enhance its existing HOWO dump trucks and other high-performance models.
Yun encouraged Sinotruk dealers to focus on improving sales volumes, increasing market share, and boosting profitability. He outlined key strategies for achieving these objectives, including enhancing product planning, deepening end-promotion efforts, and expanding derived business opportunities.
Dealer Insights: Shandong Jixin Automobile Trading Co., Ltd.
As part of the event, Shandong Jixin Automobile Trading Co., Ltd. was recognized as an outstanding dealer. They shared their valuable experiences and success stories with the audience, offering practical insights and strategies that have contributed to their success in the market.
Conclusion
Sinotruk’s marketing conference showcased the company’s strong sales trajectory and set ambitious targets for the second half of 2019. With a solid foundation in the first half, innovative product launches, and strategic dealer support, Sinotruk is well-positioned to achieve its goal of 180,000 units in annual sales and further expand its market share.
