Editor's note: At the beginning of 2009, driven by the country’s expansion of domestic demand policies, the car sales market was extremely hot. Yuchai's sales orders also continued to grow rapidly. Yuchai has adopted the operating principle of "internal training and development of external forces" to seize good opportunities, spare no effort to get out of the shadow of the financial crisis, achieve a new leap in annual production, and reproduce the "Yuchai phenomenon." Starting from this issue, the Internal Combustion Engine Weekly magazine will continue to publish articles written by this reporter to analyze Yuchai’s development ideas and plans for development. He hopes to play a reference role for the development of a large number of enterprises in the industry. Cross the sea, Fang Xian hero character. In the first half of 2009, when the crisis persisted and the economy had just stabilized in the second half of the year, the year-end answer sheet submitted by Guangxi Yuchai Machinery Co., Ltd. was a surprise. In 2009, Yuchai achieved a total of more than 460,000 engine sales, an increase of more than 90,000 units, an increase of 25.68%, and sales of 13.48 billion yuan, an increase of 29.6%. All business segments went hand in hand and all lines went up. Including: Sales of heavy machinery increased by 50% year-on-year; truck engine sales increased by 37% year-on-year; passenger car engine sales increased by 6% year-on-year, falling 8% in the industry's year-on-year decline, and market share increasing by 8 percentage points; Sales increased by 13.8% year-on-year, sales were 1.435 billion yuan, an increase of 11% over the previous year, and sales of ship power reached more than 6,000 units. Although the year-on-year sales volume decreased slightly, the sales volume increased by 15% year-on-year, sales structure further improved, and the growth of electric power of the large vessels was rapid; Breakthrough 5000 units, an increase of 154% year-on-year; passenger car engine sales more than 4,000 units, an increase of 5.5%. Passenger cars continue to maintain their advantages At the beginning of 2009, with the gradual implementation of the country’s 4 trillion yuan subsidy, the start of infrastructure construction, and the implementation of the “car to the countryside†policy, the Chinese auto industry has experienced a warm spring momentum after experiencing the cold winter of 2008. While other companies are busy cutting production capacity to deal with the impact of the financial crisis, Yuchai has received orders. This is due to Yuchai’s full exploration of the market segments. From January to December of 2009, the total passenger car industry decreased by 8%. Yuchai bus engine sales exceeded 88,000 units, a year-on-year increase of 6%. The market share increased from 52% in 2008 to 61%, once again showing a trend of Yuchai. In the passenger car segment, although the gas engine has a small share, it still has a symbolic significance due to its special market position. In 2009, Yuchai's gas engine sales exceeded 3,000 units, achieving an 85% year-on-year growth. In particular, the LNG (liquefied natural gas) engine market is progressing smoothly and currently has the largest market share; CNG (compressed natural gas) engines have successfully opened in Hainan, Chongqing and Sichuan. , Hebei, Heilongjiang, Xinjiang, Shanxi, Shaanxi and other markets; hybrid engine products in Hangzhou, Chongqing, Guangzhou and other places to achieve market development smoothly, which received 105 purchase orders in Hangzhou Public Transport, Wuhan and other places also have the intention to demand. The passenger sales manager of Yuchai Sales Company stated: “The passenger car engine is the traditional advantage of Yuchai. In this sector, Yuchai has not only strengthened the communication and cooperation with the R&D, production, procurement and sales departments of bus companies, but also last year. Pay attention to cooperation with end users." The sudden emergence of trucks Yu Yan, head of the marketing department of Yuchai’s truck power marketing department, told the reporter that from January to December 2009, the sales of Yuchai trucks exceeded 300,000 units, an increase of 37% year-on-year, of which sales of heavy-duty trucks with 240 horsepower and above increased by 50. %; Large tonnage heavy truck 6M/6L engine sales increased by 138% and 106% year-on-year. Obtaining such good sales results is inseparable from the correct marketing strategy. Last year, in the marketing of truck engine marketing, Yuchai fully tapped the market demand, implemented the dynamic quarterly work focus from the sales characteristics of the truck market, and did not miss one. Missing order. In the first half of 2009, the peak season of the engineering vehicle market triggered by the nation’s infrastructure construction and post-disaster reconstruction opportunities has focused on ensuring the production of engine orders for construction vehicles. In May 2009, the sales of road vehicles began to rebound rapidly, and the truck business focused on cutting into the output of road vehicles. In marketing strategy, according to the medium and light construction vehicle market, light truck market, medium and heavy road vehicle market, and heavy construction vehicle market, the marketing mix of products, services, brands, and strategies is implemented according to the characteristics of different models of marketing. Yuchai's new combination marketing model is based on brand marketing, and the market is jointly promoted as an aid. The responsibility is to people and the factory is divided into sub-regions. As of the end of December 2009, Yuchai organized more than 60 sessions of joint heavy-duty heavy truck market promotion activities with Dongfeng Commercial, Liuzhou Auto, Beijing Auman, Anhui Jianghuai, and Aerospace Taian. The truck power marketing department often has marketing promoters. Revolving in the traditional heavy truck market in Inner Mongolia, Jilin, Shanxi, Guangdong, Fujian, Jiangxi, Hunan, etc., it communicated with the host plant area managers, core distributors, and core customers to drive heavy truck engine sales. With the opportunity of upgrading the national emission regulations, in the heavy-duty engine market, Yuchai 6M/6L heavy truck engines have gradually formed the "1+1>2" product integration advantage, which meets the needs of more market segments. The YC6L locks lightweight road heavy trucks, while the YC6M slowly changes the habits of heavy truck users, allowing more and more users to change from using medium-speed, low-fuel-consuming engines to low-speed, low-fuel-consuming engines. From January to October 2009, YC6L sales increased by more than 49% year-on-year; YC6M sales increased by more than 96% year-on-year, and in 2009, 6M/6L doubled in 2008. Marketing innovation At the beginning of 2009, in the face of the impact of the financial crisis on the Chinese truck market, Yuchai broke the traditional way of thinking. Based on the experience of operating in the heavy truck market in recent years, Yuchai implemented a new marketing model combining brand marketing and market promotion. The main engine plant and the protection of market resources are at the top of the list. The sales leaders personally lead the company, leading the relevant personnel in the technology, business, and marketing departments to travel around for a long time and connect with the key host manufacturers and core distributors. Through continuous communication with key OEMs, the company strengthened the sharing of dynamic market information and promoted Yuchai Engine's product planning into the OEM. In the market joint promotion, as of the end of October 2009, Yuchai organized a total of more than 50 heavy lifting truck market promotion activities in cooperation with Dongfeng Commercial Vehicle, Liuzhou Automobile, Beijing Auman, Anhui Jianghuai, and Aerospace Taian. The marketing department of Power Marketing Department often runs heavy truck traditional markets such as Inner Mongolia, Jilin, Shanxi, Guangdong, Fujian, Jiangxi and Hunan, and communicates with the host plant area managers, core dealers, and core customers, driving the sales of heavy truck engines. According to relevant person in charge, in order to protect each heavy machine order, the business divisions of the marketing departments of Yuchai’s various divisions have re-divided the business area and assigned special person area business to manage, in order to realize the full monitoring and control of the heavy machine order business and timely follow up the heavy machine. The deployment of spare parts effectively guarantees the delivery of heavy machine orders. It is aimed at these market opportunities, Yuchai's performance in the three major sectors of trucks, buses, and general machinery have achieved a converse trend. In the truck sector, sales from January to October 2009 exceeded 260,000 units, an increase of 26% year-on-year, of which sales of heavy-duty trucks with 240-horsepower and above were up 25% year-on-year; sales of large-tonnage heavy trucks 6M/6L engines were up 96% year-on-year; truck sales It is expected to exceed 310,000 units throughout the year. In the agricultural machinery sector, from January to October 2009, Yuchai harvesters sold more than 30,000 vehicles and nearly 10,000 tractors were sold. Behind the amazing performance Why Yuchai's market performance is alarming? Wei Anli, deputy secretary-general of the China Internal Combustion Engine Industry Association, said: “Yuchai has achieved four major families in product segmentation; Yuchai adopted a strategy of going global in its market strategy.†In December 2006, Yuchai established Xiamen Yuchai Engine Co., Ltd. in Xiamen and walked to the door of Xiamen Jinlong; in September 2009, Yuchai Engine and Jirui United Truck Co., Ltd. jointly funded Yuchai United Power 6K plant project. Construction started in Wuhu City, Anhui Province. “Relying on the headquarters and layout of the domestic market†is an important measure for Yuchai’s expansion of the engine core business segment and broadening product coverage. It is also an important step for Yuchai to build a global presence and build a multinational enterprise group. According to predictions from the automotive industry, the Chinese auto industry will have to reach an annual production capacity of 26 million by 2015. According to this development rate, China's internal combustion engine industry will develop from a manufacturing country to a manufacturing powerhouse five years later. After Yuchai has grown from strong to strong, what is the market goal? It must be an overseas market. In this regard, Yuchai has long been prepared. In 2008, Yuchai put forward the international strategic positioning of “building a world-famous brand and accomplishing a large multinational enterprise group†and strive to achieve export volume of 10% to 20% of annual sales and sales in two to three years. At present, Yuchai has made breakthroughs in Southeast Asia, Africa, Latin America and Eastern Europe. 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