On November 19, 2011, Yuchai responded to Russian customers and could not be supported due to technical reasons. At the beginning of March 2012, customers passed another "intermediary" to Yuchai once again to throw "Olive branch". On March 20, 2012, supporting projects with Russian customers were restarted. In July and August 2012, the customer paid for the freight and seven Yuchai gas engines made flights to Russia. At the end of 2012, Yuchai gas engines were loaded on vehicles in Russia through the supporting development of Yuchai technicians. Although there are many good things to do, shopping malls, such as the battlefield, are extremely competitive and the opportunity can be imagined. For a kite that has broken the line like this, Yuchai can still grasp it. There must be deep-rooted reasons behind it. On the international stage, with the big brands, how did the Yuchai machine brand stand?
High cost performance, agents willing to do "matcher"
Russia's natural gas reserves are very rich and cheap. At present, the Russian government requires that the national diesel engine be switched to a gas engine. This is a good opportunity for Yuchai. The Yuchai Russia office headquartered in Moscow City was established in 2006 and is mainly responsible for the business uniting and market development in Russia, including Russia, Belarus, Ukraine, Azerbaijan, Kazakhstan, and Uzbekistan. The office staff smelled the golden opportunity of Russia's preparation for switching gas engines and actively carried out market operations and promoted the Yuchai brand. According to Wang Cheng, deputy general manager of Yuchai's overseas business division, Yuchai Power for trucks and passenger cars has already entered the Russian market, and the support for agricultural machinery is also being discussed.
Last year, during the Sochi Winter Olympics, the Yuchai Machine Service Winter Olympics came into view. Why do Russian customers love the engine of Yuchai? Apart from the lack of technical reserves of Russian natural gas engines and the impact of relations with Europe, the cost-effectiveness of Yuchai's engines may be a key factor in attracting Russian users. Wang Zhenjin, director of the Yuchai Russia office, used a vivid example to tell the author why the user chose Yuchai products. He said that Russian users generally purchase bulk loaders in batches. A user can buy 30 sets of Chinese-built loaders that support Yuchai engines if he buys 20 Euro-U.S. loaders. Regardless of who's product will be a problem, if there are 5 Chinese-made loaders that have problems and repairs, then we still have 25 machines working, but if there are 2 sets of products in Europe, America and Japan, there is a problem. Only 18 units are working. For the engineering boss, it is definitely to use our machine to work fast. “Our service is efficient, parts are cheap, and maintenance costs are low.†Wang Zhenjin added.
Currently, Yuchai has established nine agents in Russia. At ordinary times, the office communicates closely with the agents, and frequent telephone and network exchanges. Wang Zhenjin is very good at Russian. He showed the author the information to be processed on the skype software. He said: "Using this abroad, it is more convenient. We have to deal with a lot of documents on it every day. The dealer is Yuchai's side-by-side friend. Wang Zhenjin said with a smile that he is currently working with Russia's Lalitek, and he would also like to thank Yuchai for his cooperation. The “Hong Niang†merchants, because the agents had two Yuchai machines to participate in the show at their own expense, together with the cooperation of the agents, made this "marriage" between Yuchai and Rallytek.
In order to get in, you need to stand firm. In order to deepen Russia's regional market, we have made enough preparations. Wang Cheng said: “It is very patient to do business with Russians.†For example, in the export of agricultural machinery, they generally contacted our office first, and then sent a quality system certification official to inspect Yuchai’s quality control and The production capacity is in line with their standards. Then they enter technical negotiations and business negotiations. When the business negotiations are over, they will buy the engine. Buying back will require a lot of testing. "This process is long, but it is reassuring." To sell products, Yuchai also needs to strengthen the tracking and guidance of users' supporting development. This year, Yuchai’s Russian office requested the application development department to designate one person to take charge of the supporting development work on the Russian market, so as to ensure that the engine will not cause problems in the layout of the vehicle after it is sold.
"Based on the service OEM, at the same time, strengthen the development of the independent market." Wang Zhenjin has a clear thinking on the future market development. Understanding our user needs, understanding the user's habits, and providing targeted services are perhaps the secrets that Yuchai has been making in the development of the market. Yuchai's products have exceeded 17,000 units in the Russian region, Russia has exceeded 10,000 units, and Kazakhstan, Ukraine and other countries have more than 6,000 units. The engineering machinery power dominates the entire regional market. Regardless of strategic considerations or normal cultivation of the market, it is necessary to expand the volume of other Yuchai products entering the market in this region. In the future, the matching of agricultural machinery, shipbuilding and buses will increase. From ancillary construction machinery, to supporting passenger cars and agricultural machinery; sales from Russia began to spread, to Kazakhstan and other countries in Central Asia, and Ukraine, Azerbaijan, Yuchai products in Russia's sales distribution is expanding step by step. With the extension of the market territory, the products reach into more fields and get more user approval. The brand of Yuchai Machinery is slowly established in this regional market.
Do a good job and let customers trust Yuchai's brand
Ship electrical products are an important part of Yuchai. Ship electrical products are different from vehicle products. It is mainly based on the agent model, and self-export dominates. Tang Zuoxing, general manager of Yuchai’s Shipbuilding Power Business Unit, has a small office. When he enters the gate, he can see the three pictures on the wall. One is a map of the world, and the other two are the sales charts of the ship’s electric power products. Electric power product sales charts. The world map might entrust him with the desire of Yuchai's marine products to go international. The sales charts and sales charts clearly reflect the market performance of Yuchai's marine electrical products. They are more of a reminder to Tang Zuoxing than a reminder. These two charts are constantly on alert. The direction of the helm of the ship power division must be clear and the goals must be clear. There should be no slouch.
It is reported that as far as the current export situation is concerned, more than 90% of Yuchai's marine machinery products are self-exported, but 70% of the single-generator units are still exported. The Southeast Asian market is the home base of Yuchai's overseas markets and is also an important export market for Yuchai's marine electricity products. The completion of the China-ASEAN Free Trade Area will allow Yuchai to enjoy a series of preferential policies, which will further expand Yuchai's engine reserves in ASEAN countries. In the future, ASEAN will certainly become a springboard for Yuchai to move toward a broader world. Most of Southeast Asia is a developing country with a long coastline and relatively large market capacity. However, due to the relatively high degree of recognition of Japanese products in the region, it is difficult for Yuchai Ship’s electric power products to enter the market. Tang Zuoxing said: "Now it is the customers of these countries who believe in Yuchai's brand. This is an important task for us to do."
According to common sense, branding is not easy. However, the Director of Yuchai's Vietnam office, Tang Haidong, told the author that we use the service to mold the Yuchai brand. At present, the Vietnam market has completed the transition from product sales to brand management, and the product recognition is high. Then, how does Yuchai do a good job of branding with services? “The service response is faster, the problems are handled more carefully, the customers are more patient and more concerned, the accessories are better prepared than the opponents, and at the same time, let the users come through the service. Know Yuchai, understand Yuchai, and promote Yuchai, so as to realize the cultivation of Yuchai's overseas markets.†Tang Haidong's return is somewhat understated. Many manufacturing companies in China do not pay attention to repeat customers during the “going out†process. “The core point of doing overseas markets is to do a good job. We are not simply doing business, doing a single job and earning some money. The experience of Yuchai’s overseas market must be the first to make a good network of services and accessories. The network has been laid, development is inevitable, but the problem is fast and slow." Tang Zuoxing highlighted the importance of the service to Yuchai's brand in overseas markets.
The perfect combination of “Yuchaihua†and “localization†is also a magic weapon for Yuchai’s success in opening up overseas markets. In the process of developing the ASEAN market, overseas offices have effectively used the superior resources of Yuchai’s headquarters to transport Yuchai’s technological advantages, service concepts, service training capabilities, etc., to the development of local service agency networks, and to foster local services. Engineers and service managers can reduce the impact of culture, customs, language, and regional differences, and can also use the resources of local employees to open up markets. At present, Yuchai Engine has more than 60,000 units in the Vietnam market, and its products cover trucks, buses, construction machinery, ships, power generation, and agricultural machinery. This is the result of the hard work of Yuchai's sales staff. There is no more powerful interpretation of this honor than "single orders." Viet so now owns more than 50 Yuchai engines, and its newly-purchased models all specify Yuchai machines. Vietnam's famous scenic Ha Long Bay tourist boat successfully supported Yuchai's ship operation in 2013, achieving Chinese products to break the monopoly of international brands. Now Yuchai Engine has become the standard power for local tourist boats.
In recent years, Yuchai’s overseas sales have expanded at a rate of 20%. In 2014, Yuchai set a target of securing 35,000 engines for overseas sales of engines. Up to now, overseas sales have increased by 20% compared with the same period of last year, and the growth momentum is still strong. Product export is an important indicator to consider the internationalization of Yuchai. Last year, the export volume of more than 32,000 units accounted for only 6% of Yuchai's total engine sales. This clearly shows that Yuchai's overseas market construction is still in the basic stage, which is still not rapid development. “On one day, the export volume accounts for 30% of the total sales, and the overseas market's growth rate reaches 30%. Yuchai is truly international!†This is Wang Cheng’s embarrassment for the overseas market and Yuchai’s ambition. dream.
Out Of The Machine,Board Out Machine,Automatic Board Out Machine,Out Board Connecting Machine
Shenzhen Maijie Automation Equipment Co., Ltd. , https://www.mj-autowelding.com