Under the influence of the global tsunami in 2009, China’s automobile exports in the first five months of this year were much less than those of the same period of last year. In the first five months of this year, a total of 111,700 vehicles were exported, and the volume of exports decreased by 61.52% compared with the same period of last year. Behind the drastically falling figures, the global financial crisis and economic slowdown have become the biggest factors. China's unique heavy-duty truck exports have not been spared. In the first half of the year, China's domestic truck companies were still struggling to reduce production. With the improvement of the economy after the crisis, they recently began to “clean up the old rivers and mountainsâ€. Many self-owned brands started to hear news about the company's market expansion, sign new dealers, and obtain large orders. This shows that China’s heavy truck companies are about to embark on a new journey.
The Hualing heavy truck in the industry has been shocked. Overseas exports began to recover. Following the boost of 500 new Kiama orders from Algeria, the overseas market of Hualing has seen a turn, and it has also received such old customers as Kenya, Peru, Ecuador, and Angola. Orders, but also received cooperation orders from new customers such as Swaziland and Brunei, under the circumstances that the overall export in the heavy truck industry declined, Valin not only stabilized old customers and opened up new markets, even if the future uncertain financial risks The lifeline of Hualing’s overseas market will still be affected, but Valin’s ice-breaking journey has already begun. The success of overseas battlefields is the success of Valin's international marketing strategy. Valin's strategy is to seek new breakthroughs while maintaining the original “positionâ€. In the future, overseas marketing strategies of Valin will focus on the following aspects:
First, a clear price positioning to avoid vicious price competition with Other companies
Although during the economic crisis, auto companies faced heavy pressure on the development of overseas markets, it was still undesirable to compete for prices in order to rob the market. This behavior not only disturbed the normal market order, but also reduced their profit margins. It provides an excuse for importing countries to take trade measures such as anti-dumping. The use of price strategy is based on the long-term consideration of development strategy. Its essence is to open the market with high-cost-effective products instead of low-price competition. Heavy-duty card export enterprises should launch a price-competitive strategy for the line and ensure a sufficient service cost space in order to cooperate. The overall strategy plays a substantive role. In order to meet the differentiated market, the launch of the "Valin Star" series heavy trucks can save an average of 3500-4000 US dollars for users. Coupled with the high-end market, Kai Ma and Valin basically take care of the market in three areas.
Second, turn "crisis" as "machine" Adjust and improve overseas service system
With the spread of the economic crisis, China's auto products have fiercely competed in other countries' auto manufacturers' products in the international market. At this time, the service system supporting the entire vehicle will become a key factor in defeating the enemy in the competition. Due to its high cost, heavy-duty trucks, as a money-making machine, require strict technical services. To gain a firm foothold in the international market, especially in the context of the current economic crisis, in addition to using the good Hualing heavy truck compared with the European heavy truck marketable, low-cost factors, we must pay more attention to pre-sales and after-sales service, including complete foreign language instructions, Ensure the supply of parts and components, conscientiously fulfill the obligations of the contract, and do a good job in the training of expatriate technical service personnel. Only by establishing an effective after-sales service network can we effectively gain the trust of overseas distributors and eliminate their worries, so that they can fully open and stabilize the market!
Third, strengthen overseas channel construction
Under the economic crisis, it is particularly necessary to identify and select powerful sales channels and discover dealers, agents, and influential exhibitions with cooperative values. The selection of middlemen must take into account the need to lay the foundation for the construction of a relatively well-developed product sales and service system in the future. Today's international economic integration, many end customers directly come to Hualing to purchase, but the operation of the Hualing brand is not clear Long-term planning, even if promising large orders, Hualing still declined to sign a distributor agreement with it. In the second half of the year, Valin's marketing team will also visit international customers, carefully comb the market, actively contact international large-scale leasing companies, transport companies, etc., to discuss cooperation projects, and obtain long-term cooperation projects to ensure the sustainability of exports. In a mature market, consideration can be given to acquiring local valuable sales networks and maintenance networks to form their own international competitiveness.
Fourth, strictly Control the quality of export vehicles to improve the environmental protection and safety standards
With the increasing demand for vehicles in the international automobile market, such as emissions standards, safety, fuel economy and other high requirements, the threshold for domestic car companies to go out is even higher. Russia's GOST, Gulf's GCC and many other companies have blocked many export-oriented companies. Therefore, high quality, reliable technology, complete networks, and excellent services are still key factors in expanding overseas markets. As a result of the economic crisis, the trade protection of various countries has risen to a higher level. Controversy aroused by problems concerning the quality of automobiles and environmental protection has intensified. This alarmed the export of China Vanity Automobile. Heavy trucks are related to the safety of drivers' life and vehicle contents. Valin must strictly control the quality, eliminate doubts of overseas customers, and maintain the product's safety image. At present, China's manufacturing automotive environmental protection standards basically refer to EU standards, but some distances from the EU environmental protection standards, Valin is considering CE certification standards, the introduction of foreign advanced environmental protection, safety and other standards, so as to pioneer in the market first.
At present, Valin high-end heavy truck series has been successfully exported to Ukraine, Azerbaijan, Georgia and other Eastern European countries and regions, can be said to have basically cleared the fortress into the European periphery, once the CE certification is complete, Valin will land throughout Europe. In the Americas market, Valin has also successfully reached Central and South America and the Caribbean Sea. It can face the heavy trucks in North America across the shore. These pre-war mobilizations by Valin will mark the world's territory in the future.
V. Emphasis on Enhancing Overseas Reputation of Hualing Brand
In the crisis, the automotive industries in various countries have suffered heavy losses, while the domestic market in China has risen in a contrarian direction. This may be a good time for China's auto products to reshape international brands. A dynamic supporting market and inexpensive parts and components Products make it relatively easy for Chinese heavy truck companies to penetrate the brand products of other countries. Now many international well-known brands take the initiative to build a spare parts supply base for the United Nations heavy truck manufacturers. A good brand is a key factor for the company's profitability. The brand provides customers with a imaginable image of quality assurance. Only with a good brand image, the products of Valin have a strong vitality.
If the financial crisis can affect exports for some time, its own brand image will affect the export of cars for a long time. Domestic heavy truck companies export to more than 50 countries and regions, most of which are exported to developing countries, and most models are based on medium and low-end models. Compared with international brands, heavy trucks still use price as an advantage. The head of the marketing department of Valin said: “As the financial crisis spreads to entire vehicles and parts companies, companies urgently need to reduce costs, and the devaluation of other countries’ currencies, such as the devaluation of Brazil’s currency, is almost 50%. As the price gap between Scania, Volvo and Mercedes-Benz and China’s products continues to decline, in light of this, China’s heavy-duty trucks’ team is truly determined to break into overseas markets, and the brand awareness of its own products will be a key link, and this crisis will also give Winning a brand with a brand to win the Waring."
The financial crisis has prompted the international auto market to reshuffle. This is a rare development opportunity for Valin. General Manager Liu Hanru said: “The financial crisis has led to a reduction in the cost of energy, human resources, and technical equipment, bringing unprecedented opportunities for the introduction of international talents, advanced technology and equipment, capital, etc., especially for stimulating industrial upgrades such as heavy trucks. The development provided a space, and also provided an opportunity for investment in the regional industry.This financial crisis is a good thing for the rise of our Hualing brand. It can be said to be a golden opportunity. Probably later history will prove that this financial crisis is China. The heavy-duty truck will be a turning point for internationalization. In the future, the world will be heavy trucks in China, and China will have Hualing."
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