“From the end of last year to the present, there has been no previous off-season and the export situation is not bad.†A person from the Suzhou Jinlong Ministry of Commerce told the China Economic Times that “a lot of export orders are pies that fall from the sky. People are online. After finding our company, we take the initiative to bring our business to your door.â€
A few words clearly reflect two meanings: the commercial vehicle's export prospects are clear and worthy of encouragement; on the other hand, there are a large number of domestic commercial vehicle companies that lack an active and comprehensive export strategy, and the overseas profit model is vague. People worry.
In fact, some domestic companies that have already established themselves have gradually explored the embarkation on the mature export road after many years of development, explored overseas financing channels, nurtured international marketing channels, and played well-known in the international market. However, most commercial vehicle companies are still confused and confused.
Export weaknesses
From the “2006 China Commercial Vehicle Export Forum†held in Beijing jointly organized by the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, the China Automotive Engineering Society, and the Department of Foreign Economic Research of the Development Research Center of the State Council, in 2005 China’s auto exports continued to maintain strong growth, and all types of automobiles The total vehicle export volume reached 1.533 billion U.S. dollars, an increase of 159% over the same period last year. Among them, commercial vehicle exports reached 1.17 billion U.S. dollars, accounting for 76.33% of total auto exports, and 179 countries and regions were exporting countries.
Behind the splendid data, the difficulties and problems in hiding are also being exposed. For example, the export market is too fragmented, the number of export enterprises is large, and there is a certain degree of vicious competition; also, for example, intellectual property, technology and quality certification, and the importing countries use various harsh conditions. The provisions of the anti-dumping of Chinese cars; and credit risk, disorderly internal competition and the lack of understanding of the international auto market and other issues, have become China's automotive products into the international market barriers.
There have been accusations that many Chinese auto companies only want to sell cars, but they do not attach importance to after-sales service. “Algeria is a tropical desert, and the environment of use is very different from that of China. When Chinese cars have problems in a very different environment, they often cannot find suitable spare parts and maintenance engineers.†For this reason, some Chinese brands are in the Algerian market. Evaporated.
According to industry sources, a brand that attempts to rise again after failing in a foreign market is far more difficult than the first time. It must be prudent to take the first step. To this end, the executive vice chairman and secretary general of the China Automotive Engineering Society Fu Yuwu raised the issue of export strategy for products.
He emphasized that “from a forward-looking perspective, we must integrate internal and external resources to find an accurate development position in the market. National strategies, regional strategies, industrial strategies, and corporate strategies are all indispensable.†He also pointed out that China’s auto export strategy The core of implementation is product quality. China's auto companies should have a sense of quality strategy.
Zhang Hao, deputy director of the Department of Mechanical and Electrical Industry of the Ministry of Commerce, also shared the same concerns. He said that there is no strategic blind export phenomenon for China's automotive products, and manufacturers have not made their products suitable for the improvement of the national conditions of importing countries. "Although China's exports of automotive products are basically positioned at low-end products, they cannot be low-quality products. There are orders that do not equal markets, and markets cannot be used as test sites."
“The export of automotive products must be based on the strategic thinking of a company’s global strategy and based on adequate market research and talent reserves.†Chen Qingtai, a member of the Standing Committee of the National Committee of the Chinese People's Political Consultative Conference and deputy director of the Economic Committee of the National Committee of the Chinese People's Political Consultative Conference, has a deep impression on this.
Build a tacit agreement between government and enterprises
According to reports, out of the top 19 companies with outstanding vehicle export performance in 2005, 18 were manufacturers or exporters of self-owned brand cars. The export team of China's commercial vehicles has taken initial shape. Chen Qingtai believes that commercial vehicles should become the forerunner, explorer and leader of Chinese auto exports.
But this leader is not so good. “Which market needs what kind of products, what kind of price is acceptable, and what kind of information on geographic and cultural factors determine whether it can enter the market.†Zhuang Yuxian, head of Dongfeng Commercial Vehicle Overseas Business Department, believes that overseas information collection, organization, analysis, and processing are exports. The important part before.
"Some export crises occur precisely because they do not have a thorough understanding of external information and they are full of passion and are in trouble for a moment. However, it is very difficult to collect complete information by the individual forces of the enterprise alone." Jiangling Import and Export Co., Ltd. Automotive Department manager Cheng Desheng complained to this reporter. According to some companies, there are two main channels for understanding importing country information: through foreign agents and networks.
The extensive collection of information is not a simple matter. The market access system of each country is not the same. Many laws and regulations are scattered in several legal documents, and these laws and standards are constantly changing with the situation. Therefore, at the same time, companies must also track the future regulations and standards that are being formulated by the importing government and intermediary organizations.
If such a complex project depends solely on the strength of the enterprise to extract and collect one by one, it will be constrained by issues such as personnel costs, language barriers, and theoretical level. The government will do this through its own pool of experts. Relatively easy.
The government obviously has also realized this problem. Zhang Hao said that the relevant departments will take active and effective measures and refer to foreign experience to build a public R&D platform for auto export enterprises.
Zhang Hao said that he and his colleagues are currently busy with a job, that is, through more than 100 commercial offices around the world to understand the import policy information of various countries, so as to establish an overseas information channel for Chinese cars. It is understood that this project has a national special fund. At the same time, the Ministry of Commerce has a huge pool of experts, including experts, associations, and companies.
Zhang Shujing, the first vice president of the China Chamber of Commerce for Import and Export of Machinery and Electronic Products, also stated that it is necessary to further give play to the role of intermediary organizations such as chambers of commerce, promote complementary advantages among industries, and integrate resources, strengthen exchanges and collaboration within the industry, and attach importance to the after-sales service links of commercial vehicles.
According to reports, the government behavior of developed countries is often closely related to enterprises. The government, agencies, and companies cooperate with each other and operate efficiently. Foreign large companies and certain intermediary agencies generally have special personnel to study the laws and regulations of the importing country. Once the policy of the importing country changes, the information will be quickly transmitted to the government, so the government responds quickly.
At the same time, Zhang Jian also proposed to play a role in export credit insurance to promote the export of automotive products, increase the buyer's credit support for the export of automotive products and other specific recommendations.
When talking about improving market access thresholds and regulating export order proposals, Zhang Hao disclosed that the relevant agencies are expected to issue relevant policies in January next year to effectively supervise and protect production enterprises, and production companies will authorize the sales companies and foreign trade companies. To prevent vicious competition. "It is currently at the stage of soliciting opinions and suggestions from various parties."
Open up the land to have a strategy
In 2005, the total volume and increment of commercial vehicle export markets for domestic companies were large, and many companies tried to establish factories overseas. Which trucks, regardless of total exports, export trade, or growth rates are relatively high, occupying the dominant position in the export market. Since 2006, it has been frequently reported that commercial vehicles cross the ocean and cross the sea to find a "base" for overseas news.
Although China's commercial vehicles have been exported to overseas and have tasted all kinds of bittersweet foods, there are still large seats in front of them. However, it is undeniable that some companies are no longer in a blank market after fighting.
China National Heavy Duty Truck Engineer Wang Shanpo said in an interview that from January to May of this year, the product exported 3,530 vehicles, earning 124 million U.S. dollars, an increase of eight times over the same period. "In February of this year, China National Heavy Duty Truck signed an export contract for the export of 10,000 heavy-duty vehicles each year. We formulated a plan for the export of 8,000 vehicles at the beginning of the year. By May this year, nearly half of this target has been achieved."
Zhuang Yuxian disclosed that overseas business has become the third largest support point of the company. “Opening up overseas markets is an inevitable choice for companies to achieve internationalization. Dongfeng Company proposes to convert the original 'guerilla warfare' into a 'position war' in the export of commercial vehicles, and to export the model of export oriented mainly to complete vehicles to complete vehicles. The strategic layout of the combination of KD and KD forms has been developed to meet the market needs of various countries."
Zhu Jie, deputy general manager of marketing of Great Wall Motor Co., Ltd., also stated that Great Wall Motors has long been committed to exploring overseas markets, and its export models in the form of CKD and SKD are mainly pickup series and economical SUV series.
Of course, short-term sales do not represent long-term development. Zhang Jian pointed out that the realization of the sustainable development of automotive products exports should achieve three changes: strive for the export of parts and components from the labor-intensive and material-intensive machinery to the low-end products to the technical content and high added value of electromechanical, electronic The export of export-oriented products will change; exports of auto vehicles will change from medium and small tonnage trucks to equal emphasis on passenger cars, pickup trucks, passenger cars and passenger cars, and commercial vehicles; exports of auto exports will go from single product exports to product exports and “going outâ€. "Combined with the combination of technology exports and capital output.
Zhang Xiaoji, head of the Foreign Economic Research Department of the Development Research Center of the State Council, believes that on the basis of the current situation, the potential of other export markets can be tapped. For example, Eastern Europe, the former Soviet Union and some countries in the Middle East are expected to become China's new commercial vehicle export market.
He analyzed that among the developing countries, the fastest growing market is in Eastern Europe, but China’s commercial vehicles are almost blank here. Therefore, China can exploit the markets of these countries as a springboard to enter the European developed countries; the former Soviet Union region and the UAE. Both Saudi Arabia and Saudi Arabia are countries that have a certain status in the world. However, these countries do not have enough commercial vehicle products imported from China and have great potential.
"In the course of development over the next 15 years, China's auto industry will usher in development opportunities in terms of expanding market capacity, diversifying market structures, and drastic changes in the industrial structure, but at the same time, it will encounter pressure and crisis from both internal and external sources. Therefore, China's auto industry must continuously improve industrial competitiveness and innovation capabilities, and accelerate the pace of technical standards and regulations in line with international standards, said Li Wanli, director of the Industrial Policy Department of the National Development and Reform Commission.
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