It is reported that Qingling Motors' long-term implementation of a high-quality medium-price strategy has enabled the company to perform better throughout the year than industry growth. Sales volume during the year increased by 26% to 75,800 units, far exceeding the industry-4% level. In the industry's downturn, the company's annual revenue has increased by about 33.4%, and it has achieved a considerable profit growth of 17.2%.
The early period of decline in gross profit will stabilize. As the company has been implementing a high-quality mid-price strategy, this strategy has also been implemented for 240-horsepower heavy trucks during the year, resulting in a decrease in gross profit margin. The gross profit rate for the year dropped from 14.1% to 12.4% during the same period; sales in the second half of the year were lower than those in the first half of the year. For the poor, and relatively weak performance in the fourth quarter, it also has a certain impact. Although gross profit margin is affected by factors such as cost and sales promotion, after the promotion policy is stabilized, the introduction of new vehicles and large-scale production can maintain stable gross margins.
Qingling Motors has fine-tuned its product strategy while maintaining its core value. The sales growth effect led by high quality mid-price has already been reflected. In addition to the introduction of new products on the light truck, the company will introduce new heavy tonnage heavy trucks, and the product portfolio will be covered more comprehensively. In 2012, there will be new outlets opened, and the number of light-duty 4S stores will increase to 200 during the year, and distribution outlets will gradually expand to the whole country.
The demand for trucks will also be driven by the recovery of the industry soon. The possibility of substantial adjustments in the industry in the short-term is no longer significant, and some modules will emerge in recovery afterwards. It is estimated that this will occur in light trucks, medium-to-heavy trucks, etc. The atmosphere of the company will be improved.
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