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This is already the third year that Fuping has taken over the Yuchai Group.
In the second year (2006), Yuchai Machinery Co., Ltd., a core company under the Yuchai Group, continued to grow rapidly, achieved sales of 280,000 engines, and achieved sales revenue of more than 7 billion yuan. Industry production and sales first.
In the third year, Luan Ping proposed to Yuchai Machinery Co., Ltd. the goal of securing sales of 330,000 units and competing for 350,000 units, and put the emphasis on heavy machines to an unprecedented height.
The overlord of the medium-sized machine has entered the heavy machine market, which means that the offensive and defensive roles have been transposed. Yuchai has become the attacker of the heavy machine market by the defenders in the Chinese aircraft market. From 4,000 units of passenger car engine sales in 2000 to more than 60,000 units in 2006, Yuchai spent six years to increase passenger car engine sales by 15 times. After entering the heavy machine market for two years, Yuchai can In the next 3 to 4 years, it will regain the past record of the bus market?
Four Battles: Rise and Fall
At Yuchai Machinery's 2007 Marketing Service Conference, Chairman Luan Ping, General Manager Li Tiansheng and Deputy General Manager Wu Qiwei all mentioned four sentences: "The heavy machine market is a tough battle, the middle machine market is defending the war, and the light machine market is being warfare. , State III market battle." This year, we will achieve the 20,000 YC6M and 6L heavy-duty engine targets; stabilize the market share of medium-sized engines with quality and service; realize the large-scale production of light-duty diesel engines in the field of passenger cars and large light trucks; 15,000 targets.
If you want to talk about the diesel engine genealogy, Yuchai is undoubtedly the most complete product line. From light aircraft YC4F to medium-sized aircraft, to country III and 10 liters of heavy-duty aircraft, Yuchai, which is an independent supplier, is “flowering on all sidesâ€. The biggest benefit this brings is not only the improvement of income, but also not only the increase in total sales, but also the dispersion of operating risks, the so-called “bright east of the westâ€.
In spite of this, these four major battles are still related to Yuchai’s rise and fall, and the two battles between the heavy machine and the State III are related to the future life and death of Yuchai.
6M heavy machine: alternative interpretation
At the marketing and service conference of Yuchai Machinery in 2006, the most prominent was a Euro IV engine named YC6L-40; at the Yuchai Machinery Marketing Service Conference in 2007, the Roman letters YC6M were “floating†around. It can be said that "the feng shui turns around and this year it comes to my house." Jiang Shihong, general manager of Yuchai Machinery Co., Ltd., told reporters that this year's top priority is YC6M. “If Yuchai’s heavy machinery cannot make its own brand in the heavy machine market, then Yuchai cannot be considered a successful internal combustion engine brand. ."
At the same time, what drew the attention of reporters was that Dong Dong Commercial Vehicles General Manager Tong Dongcheng came to the scene of the marketing service conference. He was the highest-ranking VIP figure among the factory representatives who came to join in. The presence of Tong Dongcheng is not only simple to come to join in. According to Yuchai's 2007 plan, a 10-liter YC6M heavy-duty diesel engine must seek mass breakthroughs, first of all relying on the volume of the “Dragon†series of Dongfeng Commercial Vehicles. In this regard, Wu Qiwei said, "2007 Dongfeng - Yuchai heavy truck strategic alliance more closely." Jiang Shihong also told reporters that Dongfeng company is Yuchai's most important partner.
From the successful matching of Yuchai and Dongfeng Commercial Vehicles in China Card and Quasi-heavy-duty truck products over the years, the combination of the two and even service and network integration is also a matter of course. At the same time, Yuchai has also worked closely with some new and old heavy truck companies (Chongqing Hongyan, Jianghuai Gefa, Dongfeng Liuqi, Jinggong Automobile, etc.), and hopes to take the bottom-up “curve†marketing route. In the end users form a reputation, and then in the highly concentrated heavy truck engine market to win 40% of the share.
Offensive and defensive position: how to opponent
In the passenger car market, Yuchai, who occupies more than 8 meters of the passenger car engine market share of 70%, is the defender. Its biggest potential rival is FAW Jiefang Wuxi Diesel Engine Factory; in the heavy truck field, Yuchai was the attacker with about 8,000 heavy machine sales last year. Its most difficult counterpart is Weichai.
Just one month before the Yuchai Machinery Marketing Service Conference was held in 2007, FAW Xichai 6DN113 litre heavy-duty diesel engine was formally put into production; apart from the one-day meeting of Yuchai Machinery's 2007 marketing service, Xichai formally entered the Beijing State. III The horn of the bus market - On January 30th, buses equipped with Xichai engines were purchased in bulk by Beijing public transport. This is also the first time that Xichai has entered the capital.
Do not know whether "coincidence", once ranked first in the passenger car engine market, Wuxi today also hopes to expand space through the National III shuffle and heavy machine, which coincides with Yuchai. The difference is that the offensive and defensive positions have been changed. Yuchai has become the defender of the day, and Xicca is the opposite. This point has been identified by people in Xichai, "We hope to use the reshuffle effect of the State III policy to regain the advantage of the passenger car market." An insider of Xichai told reporters. Wu Qiwei thinks: “The State III is an opportunity, a challenge, and a new round of shuffling.†It is understood that in 2006, the Xichai Bus International III sold a total of more than 1,000 units, and in 2007 it will increase the number of units. Market segment input.
For Yuchai YC6M and Xichai 6DN1 heavy machinery, although their displacements are not the same, they are also facing a formidable challenge, namely how to “eat the food†in the heavy-duty truck engine market of Weichai. In the next case, the situation of Xichai is still better than Yuchai, because Xichai is backed by batch purchases by FAW Liberation.) After consecutive launches of the "Lan-Qing" WP State III heavy-duty aircraft and the 12-liter WD12 model last year, Weichai is expected to achieve a year-on-year growth of 30,000 units in 2006, thanks to strategic alliances with major heavy-duty trucking companies such as Shaanxi Automobile, Futian and Northern Mercedes-Benz. The increase.
Yuchai has a clear understanding of this. “The advantage of Yuchai is product technology and marketing services.†Zhong Yuwei, director of the technical center of Yuchai Machinery Co., Ltd., told reporters. Luan Ping believes that: "Yuchai must have an urgent sense of survival and development and a strong sense of market competition." According to its assumption, Yuchai Machinery Co., Ltd. must achieve sales revenue of 10 billion yuan in 3 to 5 years; The heavy profits of heavy machinery will undoubtedly play a significant role in the realization of this goal.
Reporter's notes
Yuchai Heavy Machinery 6M has become the focus of the 2007 marketing service conference, and it can be said that it is expected by reporters. In the trip to Yuchai Base at the end of last year, the reporter not only learned about the R&D situation, product advantages, and marketing strategies of the YC6L and YC6M heavy equipment, but also experienced a hand in the heavy machine commissioning workshop where Yuchai was newly built. "Automatic logistics transport vehicle" advanced. After several months, I once again met some of Yuchai’s old friends in Beijing, and talked with YC6M’s about some newly-aware Yuchai friends. All of them are aware of Yuchai’s dedication and dedication to heavy machines. As an independent engine supplier, Yuchai has a sense of crisis and urgency that others do not have, as well as flexibility, unique technical advantages, and keen market segmentation capabilities that others do not have. However, to make a segmented market, it is not enough to rely solely on Yuchai’s enterprise, and it is necessary to mobilize the joint efforts of the OEM, distributors, and even users. And this takes time. Fortunately, judging from the data and circumstances that the reporter has learned, Yuchai’s current route is still very effective.
View related topics: Yuchai won the "China Brand Annual Award NO.1" (internal combustion engine) title in 2007