According to statistics, in May 2014, 50 large and medium-sized bus companies in China exported 2,899 vehicles, and cumulatively exported 15023 vehicles from January to May. From January to May 2013, the export volume was 11,176 vehicles, an increase of 34.5% year-on-year. In the light passenger vehicle segment, from January to May 2014, a total of 25,379 vehicles were exported from 10 major light passenger companies, an increase of 38.57% year-on-year.
In the past five years, the growth rate of passenger car exports from January to May decreased from 130.2% in January to May 2010 to 34.5% year-on-year, a larger drop. It can be seen that the passenger car export market environment is becoming less and less satisfactory in recent years, and the driving force for growth in the domestic passenger car market driven by exports is getting smaller and smaller.
Technological innovation enhances competitiveness
The favorable factors for the export of passenger cars in China can be roughly divided into three major areas:
First, after the devaluation of the exchange rate of the renminbi, the cost of passenger car export companies has been reduced accordingly. With the price in the international market remaining unchanged, the increase in export profits will help increase the enthusiasm of bus exporters; if passenger car export companies appropriately lower their prices in order to increase their market share, they will increase the international competitiveness of the products and facilitate the export of passenger cars. Continue to expand and increase the market share of products in the international market.
Second, technological innovation has increased the competitiveness of China's passenger car exports. China's passenger car industry has experienced three stages of introduction, digestion, absorption, re-innovation, integration and innovation, and core technology innovation. It has achieved three major leapfrogs from retrofitting to manufacturing, low-level products to high-level independent branded products, and the domestic market to the international market. China's passenger cars have strengthened basic research and innovation in core technologies such as technical routes, performance design, and manufacturing processes.
Third, the development of the Chinese bus industry and the international bus industry is complementary. The development of China's passenger car industry is nearly 15 years away from the developed countries, but it is better than that of the developing countries for more than 20 years. In this way, China's passenger car industry can borrow a lot of advanced production equipment and scientific research from developed countries to supplement the shortcomings in its own development process, so as to produce new passenger car products suitable for developing countries.
The fierce competition in the brand is weak to look at the unfavorable factors for the export of passenger cars in China:
First of all, brand power is weak. The recognition of the overseas market of China's passenger car products is still not very high. Opening the international market, especially the market like Europe and the United States, is still a problem. Therefore, it is more important to increase the brand image of Chinese passenger cars and increase the value of brands in the international market than simply increasing sales. If they can establish their own brands in the market, they can directly increase the price and sales of the products.
Second, the pressure of competition is great. In the international arena, China's own-brand passenger cars must not only compete with domestic passenger car companies, but must also compete with international brands. Therefore, the international market is a real knife. Although compared with international brands, the competitiveness of independent brands is still relatively low, but only in this way can the muscles of independent brands become stronger.
Third, self-owned brands have low technical barriers. Although China's own brands have made considerable progress, there is still a large gap in technology compared with brand cars in countries such as Japan and South Korea, especially in terms of details. Therefore, technical shortcomings still need to be remedyed. It is impossible to have a long-term foothold in overseas markets without technology leapfrogging.
Fourth, it is subject to foreign policies. For the independent brand bus companies, exploring new overseas markets and increasing sales and revenues will help ease the pressure on the domestic market. However, in foreign markets, the protection of the government and supporters of national industries is lost, and independent brands may be subject to various policies. Therefore, it is very important for self-owned brands to go out and not rely on low prices to survive. It is very important to enhance the brand image. After the brand is established, it can also dilute some restrictions on foreign policy.
Multi-pronged approach to expand the market <br> <br> Therefore, countermeasures bus companies to expand the international market as follows:
First, consider adjusting the export strategy from the global market. Chinese bus exporters may consider adjusting the layout of overseas markets and re-determining export strategies, such as avoiding turbulent market areas and weakening market risks.
Secondly, vigorously promote the export of large passenger cars to make up for the shortage of domestic large passenger car market and enhance profitability. The structure of the export market for passenger cars in China has been changing quietly. The number of light passenger cars has been the largest in the past. From the first quarter of 2014, the number of large passenger cars has increased, and the increase has been large. Therefore, bus companies should make more efforts in this segment of large passenger vehicles to enhance export profitability, which can also make up for the lack of domestic large passenger car market.
Third, improve the strategic partnership and re-defining and improving the sales strategy of supply chain management. In the selection of export markets, it should be something that should be done and something should be done.
Fourth, implement an advisory marketing strategy for international clients. Simply put, bus companies are required to introduce sales strategies that not only sell cars, but also provide car customers with profit plans.
Fifth, highlight brand influence and form brand value. At present, the brand construction of passenger car companies has been effective in the domestic market, but the impact on the international market is still not obvious. Under the premise of service guarantee, we will actively participate in the influential international bus exhibitions to allow more people in China to recognize Chinese passenger cars; carry out large-scale high-quality service month activities to increase the influence of our own brands; cooperate with or organize agents to regularly visit end-users. Collect relevant information and establish a solid customer relationship.
Sixth, establish and improve overseas marketing channels. Selecting the right agents and service providers overseas is the most effective way to promote market sales. Agents must have good trading ability, sufficient funds, complete hardware resources and corresponding sales service network so that they can enter the market in the shortest time.
Seventh, establish a product platform. Bus exports must be examined to master the industry standards of the local market. At the same time, the basic situation of the road conditions, weather conditions, and usage habits of the country of sale must be examined. The product should be adapted according to the results of the investigation and the product model must be finalized. The model car operation mode can also be adopted. To complete product adaptation. For example, Yutong Bus pays great attention to distinguishing export products from domestic products in the establishment of product platforms, and adopting different technical processes for different regions.
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