Editor's note: From January to May this year, the internal combustion engine industry completed a total of 34.774 billion yuan in main business revenue, a decrease of 31.5% over the same period of last year. The impact of the financial crisis on the internal combustion engine industry is very significant, and some companies have almost stopped production. However, there is a company that has always demonstrated remarkable results. When the industry fell across the board, the company achieved a contrarian development in the first half of the year, achieving sales and sales that exceeded both levels in the same period in 2008. This company is Guangxi Yuchai Machinery Group.
In order to strengthen the analysis and management of the market, Guangxi Yuchai Machinery Co., Ltd. Sales Company (hereinafter referred to as Yuchai Sales Co., Ltd.), in conjunction with a number of media, began conducting full-scale investigations on the market from July 13th. The reporter, Sing Bo, will also begin on July 20 with the staff of the Yuchai Sales Company and go to Inner Mongolia, Ningxia, Qinghai, Tibet, and Sichuan to conduct research. The reporter will track and interview the achievements and market highlights of Yuchai's trucks, buses, and all other sectors during the first half of the year, and in-depth excavation and display of Yuchai's business philosophy and management culture. He hopes to give the development of the internal combustion engine industry. Inspired. Please pay attention to relevant follow-up reports of this newspaper.
In the first half of 2009, although China's economic growth rate was declining, macroeconomic policies were continuously expanding domestic demand and stimulating economic development. Therefore, the market Yuchai is facing is also doomed not to decline in an all-round manner, but rather to exhibit obvious structural features.
Under the guidance of the overall development idea of ​​“knowing crisis, practicing internal strength, superior products, seizing the market, and retaining staminaâ€, Yuchai Sales Company has faced the crisis and seized the opportunity to sell over 60,000 units for two consecutive months, and accumulated sales have achieved positive growth. The market share has further increased, and the "Yuchai phenomenon," which has risen against the trend, has again been staged. Both sales and sales have exceeded the level of the same period in 2008.
As of June 30, Yuchai Group had cumulatively produced and sold 356,000 engine units in the first half of the year, an increase of 2.36% year-on-year, and sales continued to maintain its leading position in the industry; sales income tax-inclusive was 7.79 billion yuan, a year-on-year increase of 4.8%. For Yuchai Group, the implication behind this string of numbers is not just quantitative breakthroughs, but also breakthroughs in corporate beliefs and will.
Calm
When the global automotive industry under the turmoil of Wall Street blew on a haze and the Chinese auto market fell for a few months in a row, Yu Ping, chairman of the board of directors of Yuchai Group, believes that there are dangers and opportunities in the crisis. Dangers and opportunities are possible. Transformed, as long as they have firm confidence, effective measures and proper methods, they can turn crisis into an opportunity for development.
Based on the dialectical understanding of the crisis, since the fourth quarter of last year, Yuchai has carried out crisis education on the situation and responsibility, established a crisis culture, and vigorously adjusted the market structure and product structure. At the end of last year, Yuchai Group ended the annual sales of 20.988 billion yuan, fulfilling the set target of “rebuilding a Yuchao within three yearsâ€; the production and sales of engines were 550,000 units, and the domestic industry’s production and sales volume remained the first for 8 consecutive years. Following the 2005 Yuchai phenomenon.
In obtaining such good results, Yuchai did not feel complacent, but instead carefully established the 2009 operating policy as "internal training, building, and development." Internally, Yuchai focused on industrial product structure adjustment, product quality improvement, talent cultivation, risk control, cost reduction, responsibility enhancement, and cultural development. This has solidified the development foundation and enhanced the competitiveness; external, jade The Chai Group has devoted itself to building new market growth points in terms of product market cultivation and expansion of financing channels, which has enhanced the company's development potential.
At the same time, Yuchai has actively carried out in-depth study and practice of the scientific development concept. It closely focuses on the theme of “internal training, building hardships, conquering difficulties, promoting scientific development, and building an international Yuchai†and “operational optimization projects, independent innovation projects, and teams. The construction project and the people's livelihood improvement project are the carrier. It closely integrates the study and practice activities with the development of the company's management, further solidifies the concept of scientific development, and clarifies the development thinking of the company's scientific, group, and internationalization, and effectively responds to the enterprise. Crisis and sustainable development have laid a solid theoretical foundation.
Seize the opportunity
By seizing the country’s 4 trillion yuan investment to boost infrastructure construction projects, car-to-country policy, cancellation of road maintenance fees, migrant workers returning home to entrepreneurship, and government subsidies for agricultural machinery, the new opportunities brought about by Yuchai’s scientific market segmentation At the same time, we continued to optimize the service network so that the service and accessory support capabilities were generally improved and we continued to maintain our service advantages in the industry.
Since February of this year, Yuchai has ushered in a historic opportunity for development. Engine production orders have soared. Yuchai’s production orders reached 50,000 units in February and more than 70,000 orders were placed in March. The production workshop reproduces the busy and pleasant scene.
Yuchai grabbed 4 trillion yuan of state investment to stimulate new opportunities brought by policies such as basic construction projects, car-to-country policies, cancellation of road maintenance fees, migrant workers returning home, and agricultural subsidies for government subsidies. Divide the market to operate important markets with special marketing modes such as “New Rural Constructionâ€, “Automobile Going to the Countrysideâ€, “Yellow Labeled Vehicleâ€, “Engineering Constructionâ€, and “Hybrid Powerâ€; at the same time, optimize the service network and strengthen the network's deep coverage. We will focus on building the country’s tertiary service capabilities, which will result in a general increase in service and accessories support capabilities and continue to maintain service advantages in the industry.
It is precisely because the sales system has stepped on the policy rhythm, and the market reaction ability and team coordination ability have been further strengthened. Under the circumstances that the industry market is generally low, Yuchai Corporation has achieved a lot in market segments such as trucks, passenger cars, and general aircrafts. Sales performance: In the truck segment, in the event of a significant decline in end-user demand, in the first half of 2009, 168,000 units of engines were sold, a year-on-year increase of 10%. Even in the off-season, June sales still achieved good results of 16.5% year-on-year growth; passenger car segment The Yuchai Engine maintained its market advantage in the cold winter of the passenger car industry. The proportion of passenger car manufacturers has still been further improved. Throughout the machine segment (agricultural machinery, ship engines, generator sets, etc.), sales volume has been refreshed monthly, of which 4 The month exceeded 10,000 units, and cumulative sales in the first half of the year increased by 18% year-on-year, exceeding the company's total in 2008.
In the first half of the year, Yuchai Electric Co., Ltd. accumulated sales of more than 250,000 engines, an increase of 3% year-on-year, and cumulative sales increased by 3% year-on-year. At the same time, the quality of marketing has also leapt to a new level. For example, the rate of on-time delivery of orders has greatly increased, the time for order feedback has been shortened, the inventory structure has been optimized, the normalization of repayments has been advanced, and the organizational functions and division of labor have become clearer and more reasonable. This has enabled marketing. Quantity and quality double breakthrough.
In addition to the engine segment, the Yuchai Group Construction Machinery, Logistics and Electrical Engineering and other sectors also achieved gratifying results. Among them, the construction machinery segment realized a tax-included sales income of RMB 1.018 billion, a year-on-year increase of 43.94%. Throughout the first half of the year, Yuchai Group achieved a tax-inclusive sales income of 12.856 billion yuan, an increase of 3.86% year-on-year, and completed 61.22% of its annual operating target of 21 billion yuan. At the same time, the brand value of Yuchai Group increased by 761 million yuan compared with 2008, ranking 111th on the list of China's 500 Most Valuable Brands in 2009 with 7.119 billion yuan.
Goals
In order to sprint the target of 450,000 units in the year, Yuchai Marketing Company has strengthened its work in all aspects. In terms of the domestic market, Yuchai strengthens the management and guidance functions of market managers and the guidance and monitoring capabilities of market operations in key regions, and analyzes the market from the perspective of users through various parties' data, hoping to consolidate and expand market share. . For example, in terms of the truck market, Yuchai has adjusted the corresponding marketing and promotion model, assigned fixed points to market promotion staff, enhanced market analysis and sales guidance capabilities; further emphasized the regional market planning work, and the truck department is responsible for overall planning of the market. The specific implementation plan is planned and implemented by each office according to the regional market characteristics.
In terms of overseas markets, Yuchai’s main measures are to continuously promote the construction of overseas sales networks and service networks, expand the market expansion, and focus on the development of ship and electricity product agents; and make every effort to supervise the implementation of various projects in key markets; Expand traditional mature markets such as Southeast Asia and explore more cooperation opportunities; rationalize the quotation system and increase the efficiency of quotation; cooperate with the company to hold overseas conferences to promote the settlement of some existing deep-level contradictions such as export channels and service accessories.
In terms of services, Yuchai has been striving to stabilize the core network and in line with the requirements of the host plant's grid connection. At the same time, the network has developed in depth at county and township levels. It is estimated that the Yuchai service station will soon exceed 2,000 and the number of authorized service units will reach 800, with 500 sub-stations. Actively promote the training of service networks, and accelerate the development of “web training†platforms by carrying out sub-regional and multi-form training so as to rapidly train and improve service systems. Ensure that 70% of the vehicle stations have the service capabilities of the country, especially the service capabilities of the national four-machine, gas engine, and hybrid products.
In order to further open up the marketing channels, Yuchai Heavy Industry has launched channels to upgrade the “Butterfly Program†and “Grateful Trip†service activities. The photo shows the launch ceremony.
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