The Lancang-Mekong River originates in China. It flows through Southeast Asia, Myanmar, Laos, Thailand, Cambodia, and Vietnam. It is the most important transnational river and mother river in Asia. The people of Southeast Asia also witnessed the friendly neighboring relations between China and the five countries in Southeast Asia.
Today, the government has set up a stage and a company has become the main theme of economic cooperation in the Greater Mekong Subregion. As one of the largest internal-combustion engine manufacturers in China, Yuchai, the Greater Mekong Region is Yuchai's earliest entry, and it is Yuchai’s largest overseas market to date. After years of cultivation, Yuchai has made outstanding achievements in the local area: As of November this year, Yuchai’s engine has more than 90,000 units in the region, and only 10,000 engines have entered the market in Vietnam. It is estimated that the entire engine will be completed in 2014. The inventory will break 100,000 units, becoming China’s largest engine sales and holdings in the region, and sing the main theme of Chinese power in the Greater Mekong region.
Go abroad and break through
Thanks to the friendly neighboring relations between Guangxi and Southeast Asia, Yuchai is the engine company that first entered Southeast Asia. In the early 1960s, the Yuchai 2105 marine engine and generator set entered the Southeast Asian market. In the 90s of last century, Yuchai's engines were equipped with vehicles to enter Southeast Asian countries. In order to speed up the overseas export process, Yuchai established an office in Vietnam in 1996. This is Yuchai’s first overseas office and began the system layout of overseas exports.
However, until the beginning of this century, European, American, Japanese, and South Korean automobiles, which are one step ahead in technology, firmly occupy the Southeast Asian market and are also favored by Vietnamese customers. The local auto market is a challenging “jungle†for Chinese companies. On the undeveloped highways in Vietnam, China’s very rare heavy trucks are on the highway. In addition, heavy-duty road tractors are mainly used by heavy-duty trucks in Europe and America. In Ho Chi Minh City, Vietnam's most economically developed city, Saigon Bus Company was established in 1975. As the subsidiary company of SAMCO, the largest bus assembly plant in Vietnam, the buses operated by Japan, South Korea and Europe are almost all buses.
This is also the reality that Yuchai’s overseas business unit has faced when expanding into the Southeast Asian market. Taking Vietnam as an example, in the early development of the Vietnamese market, although the marketing team of the Yuchai Overseas Operations Division had many ideas, the effectiveness was not obvious. For several consecutive years, the sales of Yuchai engines in Vietnam have been in one or two hundred stages.
In order to change this situation, Chinese companies such as Yuchai started to find a breakthrough through various channels.
At 10 o'clock on the evening of September 28, 2005, the first trip to Hanoi, Vietnam's capital of Hanoi, took place in Hanoi, China's Jinan Hotel. On the same day, three luxury buses loaded with Chinese tourists departed from Nanning and advanced into Hanoi, Vietnam. In Vietnam, due to the heavy rain caused by the typhoon, the fast class delayed a lot of time and it was already 10 o'clock in the evening when it reached Hanoi safely. Although it was nearing the middle of the night, when three direct express buses bearing Chinese characters and assembling Yuchai engines appeared on the streets of Hanoi, they still caused the local citizens to stop and wait, causing quite a stir. Now, nearly 700 buses equipped with Yuchai engines have crossed the borders of the mountains across China and Vietnam every day, and have become a link between the two peoples.
Since then, Yuchai and other Chinese companies have begun to work harder and deeper. In 2007, Yuchai Vietnam organized a senior manager of a vehicle assembly plant in Vietnam to understand China's public transport operations. In 2008, more than 200 Yuchai engines were assembled on passenger buses in Hanoi’s Beihe Bus.
In order to promote the truck market, Yuchai started with the engineering tipper and gradually entered the market and began deep plowing. In the coal mining area of ​​Quang Ninh Province in Vietnam, nearly 1,000 Chinese dump trucks carry coal slowly over uneven roads every day. The local coal reserves are abundant, and large-scale mining requires a sufficient number of construction vehicles. In order to enter this market, Chinese companies must not only learn to have a group but also improve service quality. In 2006, Yuchai engines entered the mining area in batches. To serve its customers, many employees of the Yuchai Vietnam office spent a full 15 days here.
The good services of Yuchai and other Chinese car companies left a good impression on Vietnamese users, and also accelerated the occupation of this market by Chinese engineering vehicles. Now, in the Vietnam market, 85% of construction vehicles are equipped with Yuchai engines.
Based on Vietnam as the ASEAN market center, Yuchai has continuously expanded its market in ASEAN countries, gradually established offices in Thailand, Myanmar, Indonesia, Malaysia and other countries, and actively expanded the “YC†brand's share in the ASEAN market. Products gradually entered the Southeast Asian countries in the field of automobiles, construction machinery, agricultural machinery, power generation equipment, ships and other areas, and have established a good reputation in the local area.
The government sets up a stage and the company sings
After more than 20 years of arranging the ASEAN market, Yuchai feels deeply: Asean countries have great differences in politics, economy, culture, and religion. If the Chinese-made products want to enter the ASEAN market smoothly, the government's platform is crucial.
The government platform has played well and it is much better than a special promotion conference. This is Yuchai’s profound experience. In 2004, the first China-ASEAN Expo was held and Yuchai was well-dressed to participate in the China-ASEAN Expo. Leading and complete products and atmospheric stadium design have attracted the attention of ASEAN countries, and have also become Yuchai's sales promotion agents in Vietnam and even ASEAN.
Riding on the east China-ASEAN Expo, successive governments and business delegations from Vietnam, Laos, Myanmar, Malaysia and other countries visited Yuchai to influence the local Yuchai products. The number of companies that came to Yuchai to inspect and negotiate business increased, and Yuchai’s sales in Southeast Asia also rose rapidly. In Vietnam, the annual sales volume reached more than 10,000 units. Since the founding of the China-ASEAN Expo, Yuchai has participated in the conference for 10 consecutive years. It has benefited from the exchanges with ASEAN merchants to explore the ASEAN market.
In addition to the China-ASEAN Expo, Yuchai has continued to leverage various commodity fairs to enhance the impact of Yuchai products and attract potential customers and collaborators by participating in international exhibitions, advertising campaigns, and marketing campaigns. Each year, China Guangxi (Vietnam) Commodity Fair, China Guangxi (Thailand) Commodity Fair, China Guangxi (Laos) Commodity Fair, China Guangxi (Myanmar) Commodity Fair, Yuchai will be carefully selected for the engine of the country's market to participate in the exhibition, Yuchai The exhibition hall will also become an eye-catching scene for the exhibition, attracting local government officials and a large number of merchants to visit, negotiate, and sign a cooperation agreement. At the annual Thai Truck Bus Show, Yuchai teamed up with domestic automakers to exhibit. The exhibited gas engine attracted many merchants to stop and visit.
According to the platform set up by the government, Yuchai’s innovative marketing model and market development adopt the “one country, one case†and “one household, one policyâ€, and advance from business, product, service, technology, etc., to each country and every customer. Create an operational work plan. Yuchai also fully implemented the agency service model, built an agency service network with wide coverage and strong service capabilities in ASEAN countries, and stationed service engineers in ASEAN countries to further improve the service system construction and extend the product support network.
From the initial support of complete vehicle exports to the cultivation of the market for local vehicle conversion, after more than 20 years of hard work, Yuchai has grown from product sales to brand sales, and the products are widely used in the automotive industry, agricultural machinery, and shipbuilding industries in Southeast Asia. Related areas. Yuchai's product quality, performance, after-sales service and guarantee have all been recognized by the Southeast Asian market.
Today, the Greater Mekong Subregion continues to deepen cooperation, and all countries in the region are committed to raising the level of cooperation, increasing interconnection and interoperability, and promoting integrated, interconnected, innovative and open economic development. This will provide a rare opportunity for economic development in the Greater Mekong Subregion countries, and will also bring great opportunities for the development of Chinese enterprises in the Greater Mekong region. Yuchai will seize the opportunity to continue to consolidate the achievements in Southeast Asian countries and upgrade it in the region. Its influence and market share also contribute to the development of the region.
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