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During the three-day “Walking into the New State-owned Enterprises†online media activities in East China, more than 10 online media reporters from the China New Network, Xinhua News, and People’s Daily came to Shiyan, Hubei, the birthplace of Dongfeng Motor. Huang Gang, General Manager of Dongfeng Commercial Vehicle Company, introduced the history and status quo of Dongfeng Commercial Vehicles. He said that in response to the current micro-growth of the commercial vehicle market, Dongfeng should not only attach importance to the development of globalization, but also improve the quality of operations and enhance the brand value.
From January to August this year, Dongfeng Commercial Vehicle Co., Ltd. sold nearly 120,000 vehicles (trucks, passenger cars), a year-on-year increase of 3.5%. Among them, the cumulative sales of medium- and heavy-duty trucks exceeded 113,000, an increase of 6% year-on-year, ranking the leading position in the medium and heavy truck industry. Compared with the era of high-speed blowout growth in previous years, the Chinese automobile market, especially the commercial vehicle market, has experienced a slight increase since last year.
In Huang’s view, micro-growth is a reasonable return to the Chinese auto industry and will become the norm in the Chinese auto market in the future. He believes that in the economic environment and the changing market conditions, it is both a challenge and an opportunity for Dongfeng Commercial Vehicle Company.
In 2012, Dongfeng Commercial Vehicle Co., Ltd. sold 179,000 heavy-duty trucks, and its market share increased to 19%, ranking it firmly at the leading position of domestic commercial vehicles. “High cost performance, own R&D capability and system, based on the local market, understand customer needs.†Huang Gang attributed Dongfeng Commercial Vehicle's outstanding performance in the Chinese market to the above three points.
However, Dongfeng Motor Company executives including Huang Gang have already realized that in response to the micro-growth in China's auto market, it is necessary to adjust market institutions, balance domestic and overseas markets, and increase brand international competitiveness. How to gain an advantage in the global competition, Huang Gang believes that it is necessary to improve brand value through good quality, and to avoid low-level price competition through brand building.
"Cheap cars will not necessarily help customers make money, meet the immediate and efficient transportation requirements, and extend the value chain of a car to meet the market demand." Huang Gang said that Dongfeng Commercial Vehicle Company is currently using the market in production and Customer-centered, production and marketing convergence, has changed the extensive mode of operation in the past.
Up to now, Dongfeng commercial vehicles have sold only 7,000 vehicles overseas this year. Huang Gang thinks this is not ideal. He said that the so-called price advantage in the overseas market can not be an effective condition to attract customers, most overseas customers attach importance to the service after the sale of goods, Dongfeng commercial vehicles currently lack understanding of the overseas market, and did not form a complete set of commercial operations The model, which is also the direction of the company's current efforts.
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