Over the past few years, as China has grown into the world's largest auto market, Chinese auto national brands have also increasingly participated in the international market competition through the strategy of going global. Many Chinese auto brands that have stepped out of the country in the early stages have been valuing low quality and low prices. The strategy has opened the door to the international market, especially in the commercial vehicle sector. However, as the number of overseas exports of domestic trucks has increased, it seems that the pace of internationalization has accelerated, but China's commercial vehicle products were once used in overseas markets. It will take time before the "cheap" mark is removed. With the weak performance of the world economy, weak recovery, and the continued appreciation of the renminbi against foreign currencies such as the US dollar, Japanese yen, and Korean won, the price advantage of Chinese cars in the world market will be weakened, and the transformation of China's commercial vehicle export strategy will be imminent.

At the 2013 China International Commercial Vehicles Show opened on October 30, JAC announced its 2013 export data. From January to September in 2013, the total exports of Jianghuai Automobiles totaled 47,057 vehicles, which was a year-on-year increase of 6.53%, which led the industry's export growth rate significantly. Export volume ranks sixth in the industry, of which light-duty truck exports have been the industry's first for twelve consecutive years, passenger car exports rank sixth in the industry, and heavy-duty truck exports rank fifth in the industry. What are the reasons for Jianghuai Automobile's overseas popularity? What implications does Jianghuai Automobile's overseas strategy have on China's commercial vehicle exports?

Light-duty truck exports leading Jianghuai steadily for sustainable development for 12 consecutive years

It is not a one-day cold spell that the success of JAC's international market today has not been accomplished overnight. In 2001, when China’s truck companies rarely set foot in overseas markets, setting up factories for foreign investment seemed unrealistic at the time, and Jianghuai Automobile set up factories in Southeast Asia in 2001. In 2006, Jianghuai Automobile once again seized the opportunity to set up an international company. In 2007, Jianghuai Heavy Trucks achieved success in the international market, obtaining 350 orders from the Gulf countries at one time, and the sales revenue exceeded 100 million yuan. In the same year as a pathfinder for passenger cars, JAC Ruiying also rushed out of the country and emerged at the Moscow Auto Show that year. International businessmen and the media alike. In 2009, Jianghuai Automobile took the lead in the light-card industry through the country's "export exempt inspection" certification, access to the international market, "Gold Pass." In 2012, JAC exported 500 Euro IV high-end light trucks to Brazil, marking that the JAC light trucks have reached the technological level of developed countries that have entered high emission standards. After many years of internationalization, currently in the international market, JAC has formed a pattern of commercial vehicles and passenger vehicles that fly in all directions. Its exports cover regions such as South America, Europe, Africa, and Asia, and has established good cooperation with more than 100 countries around the world. The company has nearly 100 overseas 4S stores and 13 overseas KD factories. Among them, the JAC light trucks have maintained the status of China's light truck exports for the 12th consecutive year. They have maintained the top market share of commercial vehicles in China and the top three in terms of international commercial vehicle share in nearly 30 countries. The achievement of these achievements is a comprehensive confirmation of Jianghuai Automobile's insistence on deepening the quality of its products and its effort to improve its technical content over the years.

JAC's strong export momentum is first reflected in the systematization of the overall product. In the mid- to high-end light truck market, it is no accident that Jianghuai Automobile has always occupied the leading position in the industry. The power performance and the carrying capacity of the chassis have always been the most concerned factors for domestic users to purchase cars, and the JAC light trucks undoubtedly show strong advantages over their peers in both aspects. "Through the development and management of core components, combined with smart driving systems and intelligent maintenance systems, JAC Commercial Vehicles is working hard to build a high-quality golden power system." Mr. Wei Zhongliang, Director of the Commercial Vehicle Research Institute of Jianghuai Automotive Technology Center, introduced JAC Commercial The golden power system of the vehicle covers three aspects. The vehicle has more powerful driving comfort and economical fuel economy. In addition, Jianghuai Automobile has also established a good set of positive technology R&D systems for commercial vehicles. The overall vehicle technical evaluation standard has changed from the previous 590 to more than 2,000, and the entire vehicle index has been subdivided into more Component technical indicators, through platform-based product development and model-based project management, strive to make JAC's new generation of products more competitive in the industry.

Another big emboldened Jianghuai Automobile's going out is also reflected in the unique vision of the power industry. The joint venture project between JAC Light Truck and Navistar has always been the focus of attention in the industry. After all, Navistar diesel engine technology enjoys a good reputation all over the world. JAC and its partners will be able to provide world-class power for all their products. Strengthen the strength of JAC light trucks. On September 11th, 2013, just outside the market, JND NV Diesel Engine Co., Ltd. (JND) rolled off the first 3.2L engine. The engine was designed with a mature single-camshaft 16-valve application. Variable area turbocharger and efficient EGR system enable the engine to output high torque at low speeds, especially when starting and climbing, with output power up to 163 horsepower and maximum torque up to 550 N.m. The engine maintains extremely high fuel efficiency with a minimum fuel consumption rate of only 197g/kW.h. It saves more than 10% of fuel compared with similar products; and the engine can not only meet the national emission standards, but also can meet the national requirements after certain upgrades. And above emission standards. Jia Wosi, general manager of Jianghuai Navistar Diesel Engine Co., Ltd., said: "Compared with many domestic products, we are currently at the forefront of performance. Next, we will be committed to product cost control, making the products more market competitive. ”

It is reported that JND’s MAXXFORCE 3.2L engine will be launched in volume at the beginning of 2014, and will be fitted on the new 3.8-meter wheelbase model of the new wide-body bell. In addition to the model, the MAXXFORCE will be put into mass production in 2014. Sifu) 4.8L engine, the engine will be first equipped with a new wide-body 4.7-meter, 5.3-meter wheelbase model. After the launch of the engine, the two new wide-body models will be able to surpass competitors and become the benchmark for this level of models.

JAC's core competitiveness built around the power system has already provided users with an efficient solution covering the full power segment of the light truck. Users can select the 2.8L-4.8 of Mai Sifu in Jianghuai 4DA1, Cummins, Jianghuai Navistar. L multiple choices. Relying on the powerful R&D system of Jianghuai Automobile, Jianghuai Light Truck Power Co., Ltd. has a comprehensive layout. It intends to create a golden power system in the long-term: horizontal direction, making the JAC light truck a synonym for “high-efficiency logistics”; longitudinally, it masters the core technologies for engine R&D while meeting the country’s needs. , with the potential to upgrade to meet national and higher standards. As for the JAC light trucks that are determined to realize the dream of the Chinese light truck world, China IV may not be the real goal. Promoting light truck technology to lead and upgrade the core competitiveness of the market through the upgrade of emission standards is the future direction.

Brand Integrated "Ferment" Wins Market JAC Leads Changes in Commercial Vehicles in China

Commercial vehicle companies want to gain a foothold in the increasingly fierce market and stand out from the quagmire of product homogenization. The fight is not only the quality of the products, but also the popularity of the service. In the past few years, the painful lesson of China's truck product defeat in Russia was enough to make domestic truck companies wake up and the "one-stroke deal" that service can't keep up with cannot achieve sustainable development. Therefore, in the future, the competition among commercial vehicle companies will be the competition between the brand systems of “soft power of service + product instincts”. The product instinct is the basis for survival, and the service soft power is the increase of market competition for commercial vehicle companies. The development of power is king.

For this reason, more and more commercial vehicle companies are now working hard to change the status quo and build their own soft power brands. These efforts can be seen through various “service slogans” that have been launched by various companies in the past two years: FAW has liberated the "moving service" for the past 11 years, Dongfeng's "sunshine service", and Sinotruk's "family service". "Shaanxi Automobile's "intimate service" and so on. At the China International Commercial Vehicle Show, Jianghuai Auto Light Truck Service brand has also been fully upgraded, with all-weather, all-round, full-life-cycle care, and more professional, comprehensive, intimate, and premium five-star services. To create a new service enjoyment of "five-star service full care" for customers.

A staff member of JAC Motor Co., Ltd. told reporters: “In the domestic market, the trend of trucks winning with services is already very clear. In foreign markets, after the sales team of dealers is set up, pre-sales and after-sales service support is particularly important. At present, each of JAC When overseas service personnel expand overseas, they must be stationed at least for three months in order to understand the customer's needs and product improvement suggestions after the product is sold. The upgrading of the Jianghuai Light Truck Service brand has created A full-value-chain service solution embodies the service concept of truly creating value for customers. This is not only a new breakthrough in the commercial vehicle service sector, but also will lead the change in China's commercial vehicle service concept.”

Industry experts believe that commercial vehicles belong to production materials and are used by customers for operations or other commercial purposes. Therefore, customers pay special attention to brands when purchasing products. They will consider the safety, reliability, after-sales service, and price of commercial vehicles. Such factors as high and low levels, and the brand carries this information, so when most customers buy a commercial vehicle, they will first consider the brand factor, will pay attention to the brand's position in the market, China's commercial vehicles in the "going out" At that time, there was no brand meaning, no brand improvement, no brand strength, so our overseas expansion space would be very limited. Therefore, the independent brand car companies that adhered to the brand's comprehensive “fermentation” road represented by Jianghuai Automobile. Through various improvements in services, products, channels, etc., it will not only improve its ability to resist risks in the global automotive market, but will also be the first in China's automotive industry to achieve a leap from Chinese manufacturing to Chinese brands.

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