Yuchai drives development by leaps and bounds on the basis of "active change"

If it is not broken, it will not stand. Innovation is the soul of a nation’s progress and an inexhaustible motive force for a country’s prosperity.

Yuchai built a factory in 1951, from the first single-handed workshop, to the same day as the world-renowned engine brands compete on the same stage, and achieved the transformation from “Made in China” to “Created in China”, and it is based on persisting in independent innovation. Improve the core competitiveness of enterprises.

Looking back at the history of Yuchai, “innovation” has always been the eternal theme of the company and is a powerful weapon for the company to seize the commanding heights. Concept innovation, brand innovation, marketing innovation, management innovation... Along with innovations one after another, Yuchai continues to leapfrog and continues to grow.

Actively seek change to the next level

Conceptual innovation is the premise and guide for all innovations. Yuchai executives know that it is necessary to constantly break the shackles of long-term imprisonment in people's ideological concepts, and to be creative and innovative, so as to gain a firm foothold in the brutal market competition.

Those who do not seek the overall situation do not seek one domain; those who do not seek all things are less likely to seek one. Yu Ping, chairman of Yuchai Group’s board of directors, repeatedly pointed out in the company that “innovation is to break the old rules, order and balance, it is a destruction of the existing order, and it is the deepening and expansion of people’s understanding of the law of development of things. Sublimation, rather than arbitrary subjective delusion and innovation, sums up that in fact, innovation has only one word - 'change', and it is not a passive change, it is an active change, and this kind of innovation depends largely on people’s conception. Can we allow or accept this kind of destruction, depending on whether the concept can be innovative?"

As a leading company in China's internal combustion engine industry, Yuchai has always put social responsibility throughout the company's development history, consciously being the leader of China's “green power”, and has made positive contributions to improving the living environment of the earth. In February 2006, when Zhang Ping fulfilled his duty of “airborne” Yuchai in less than a year, he proposed the “green development, harmonious and win-win” strategic thinking, and established it as the core concept of the company in 2007, becoming The general strategy of Yuchai’s business activities is to implement the scientific concept of development and achieve a good and fast development of Yuchai; it is to maintain the vitality of the company and enable Yuchai to remain invincible in the market competition; Sharing the company’s business results and building a harmonious and beautiful Yuchai homeland is to gather the will and fighting power of the largest number of employees, build Yuchai’s world-renowned brands, accomplish large-scale multinational enterprise groups, and achieve sustainable development of the company.

Luan Ping still remembers this first "change" five years ago. He said that from the 1980s to the 1990s, "Yuchai Machinery, Ace Power" dominated Yuchai's development. Very successful and very domineering. This is in line with our country’s reform and opening up. However, with the development of Yuchai, its limitations have gradually emerged. The biggest limitation is that it only pays attention to its own development and does not take into account the comprehensive development of society and the environment.

Since 2005, Yuchai has felt that great changes have taken place in the competition systems, competition mechanisms, competitors, and even competition concepts of enterprises and markets. At this time, if Yuchai’s development philosophy does not “go with the times,” companies may It is difficult to have greater development.

To this end, Fuping took a more ingenious approach—letting everyone argue that whether or not Yuchai will achieve the transformation and sublimation of the concept of development. In the past six months, the company has launched a big discussion. The process of arguing is actually a process of unifying thoughts. After a difficult self-denial, at the beginning of 2006, Fuping formally proposed a new thinking of “green development, harmony and mutual benefit”. Accordingly, the appeal points of Yuchai products are also transformed into “Yuchai machinery, green power”.

"With other entrepreneurs paying too much attention to specific sales, I am more concerned about Yuchai’s overall competitiveness in the industry, the internationalization process, and the core competencies that are centered on the talent team." As Chairman of the Board, He always reminds himself to pay attention to the identity of Yuchai’s leader in the development of the domestic industry and the corresponding responsibility for this identity.

After the party’s 17th National Congress convened, it put forward the idea of ​​“scientific development” and building a harmonious society, and proposed the requirements for the development of “circular economy” and “green economy”. Yuchai's "green development, harmonious and win-win" is similar to the same thing. Yuchai proposed "green development, harmony and win-win" for the purpose is to engage in "circular economy" and "green economy." Since 2007, "green development, harmony and win-win" has become the core concept of Yuchai's sustainable development. Since then, Yuchai, with its engine as its core business, has positioned itself as the leader of China's "green power", the controller of China's "largest active pollution source," and the leader of the dieselization of Chinese cars. As the helm of Yuchai’s sustainable development, Junping vividly compared “green development, harmony and mutual benefit” to Yuchai’s “responsibility engine” that leads Yuchai to run faster, better, more secure, more sustainable, and more harmonious. .

As a large-scale manufacturing enterprise that annually produces over 700,000 engines of various types, Yuchai's engine emission levels are closely related to the environment. In order to realize green development, Yuchai has continuously promoted independent innovation and seized the commanding height of the engine's energy-saving and consumption-reduction technologies, which has greatly reduced the environmental impact and enhanced the company's core competitiveness. Yuchai has a series of outstanding achievements in the innovative low-carbon engine technology: successfully developed the first domestic diesel engine with independent intellectual property rights and has production and supporting capabilities; successfully launched the first domestic 4 gas in China. The engine has established Yuchai's leading position in China's gas engine field; it successfully launched the first domestic diesel engine with 4 national and 5 national standards, and launched the first batch of diesel engines; the first company introduced single-axis parallel type (ISG) city bus hybrid power; Achieve the successful commissioning of the first "low-carbon, energy-saving, and high-efficiency engine" in China; in the production process, a large number of new technologies can be used to reduce emissions and save materials, and realize full-process control of low-carbon production.

The year 2009 was the largest year for Yuchai's new R&D projects. A total of 196 basic products were researched and developed, and two awards were awarded for the "Independent Innovation Award for the Automotive Industry" and the "National Achievement Award for the Enterprise Technology Center."

Change in the new brand

Founded in the early days of the founding of the People’s Republic of China, Yuchai was initially funded by the Guangxi Public Security Department with a grant of 20,000 yuan to build a brick and wood structure “Quantang Industrial Co., Ltd.” in Yulin City, Guangxi Province. After planting waste and planting tools, it has evolved into an iron factory. , Machinery Factory, Power Machinery Factory, changed its name to Yulin Diesel Engine Factory in 1970. After 1980, with the deepening of reform and opening up, long-term single production of diesel tractors for agricultural tractors and Yuchai of marine diesel engines broke into the automotive diesel engine field and began to take off for the first time. The reputation of “Yuchai Machinery” began in this period. Reverberates across the river.

Time flies, day after day. Today, the “Yuchai Machinery” has achieved a leap from the manufacturing to the creation of the brand, and it has become the only Chinese national brand engine manufacturer that competes with the international commercial vehicle engine predators and wins repeatedly. This is consistent with Yuchai Group's constant innovation in building brands and establishing brands, and it is closely related to unremitting efforts.

The reason why a product or a company can become a brand is in the final analysis because the product or company is well-known in society. The reason why this product or company has a reputation is that it cannot be separated from its hard quality. The quality must be hard to live, and it must be a good quality. People in Yuchai know exactly what they are interested in, so grasping quality and ensuring quality has become Yuchai’s unwavering brand philosophy. In order to control product quality problems at the source, Yuchai established a quality early warning system that “producers are inspectors, inspectors are user representatives, and job responsibilities are quality responsibilities”, linking product quality to each employee’s benefit wages. The product quality responsibility chain ensures and enhances product quality. Yuchai's reputation for reliable machine quality is growing. Yuchai's brand is gradually expanding. At the 2008 Beijing Olympics, Yuchai, as the only domestic 4 engine supplier in the country, took most of the orders. It also made the national brand proud once again. At the Guangzhou Asian Games in 2010, Yuchai's engines accounted for 95% of service vehicles. Now, China's first use of the National 5 Power has been running in the streets of Beijing, and the country's 5 power is also from Yuchai.

Pursue endless. On the basis of existing brands, Fuping and other persons in charge of Yuchai Group proposed that companies must be invincible in the competition to adhere to three points: First, we must adhere to quality, quality is fundamental, and we must do a good job in providing high value-added products. To consumers, to get the trust of consumers. Second, we must persist in innovation and innovation before we can develop. With the increase in consumer income, personalized consumption will also be highlighted. The third must adhere to the road of branding, adhere to quality, adhere to innovation, and adhere to the road of branding to ensure Yuchai's advantages in the market.

In order to expand the brand of Yuchai Machinery, Yuchai Engineering Machinery Co., Ltd., one of the other important components of Yuchai Group, was officially renamed Guangxi Yuchai Heavy Industry Co., Ltd. in January 2009. , unlimited quality "business philosophy. Zhang Shiyong, general manager of Yuchai Heavy Industry Co., Ltd., stated that the business philosophy includes three aspects: First, Yuchai Heavy Industry has never-ending pursuit of product quality and cost-effectiveness; Second, it highlights international business thinking, takes the path of international development, and international First-class enterprise competition, the pursuit of product quality must have no limits; the third is the team's quality requirements. It can be said that the launch of the “Yuchai Heavy Industry” brand is not just a change in the name symbol, but also gives the Yuchai Engineering Machinery brand a brand new brand meaning, marking that Yuchai once again created a brand new brand in the Chinese construction machinery industry. Brand.

In April 2009, Yuchai Machinery Co., Ltd., with its strong independent innovation capability and leading industry research and development capabilities, passed the certification of national high-tech enterprises and became one of the high-tech enterprises that passed the strict audit in 2008. Yuchai Group received two awards for this subsidiary. Another subsidiary is Yuchai Heavy Industry.

The identification of high-tech enterprises needs to go through such steps as declaration, preliminary examination, defense, approval, and publicity. The criteria for identifying the standards include the independent intellectual property rights of the company in core technologies for the past three years, the proportion of highly educated scientific and technical personnel, and the income of high-tech products. And the company’s total R&D expenses accounted for 3 times. After obtaining the qualification of a high-tech enterprise, Yuchai Machinery Co., Ltd. may, on the one hand, go through the taxation authority's tax deduction and exemption procedures and enjoy a 15% corporate income tax with a low tax rate. On the other hand, it also enhances Yuchai's brand influence.

In addition, as a UN Global Compact China member company, Yuchai consciously undertakes social responsibilities, shares corporate results with the community, and is committed to being a good corporate citizen. To date, Yuchai has invested more than 600 million yuan in public welfare undertakings such as education, health care, environmental construction, charitable donations, and cultural sports. Yuchai's 36th Hope Primary School in Yuchai, Ziyang, Sichuan, China – Songtao Yuchai Hope Primary School was completed in March 2009. Yuchai actively assists poor and out-of-school girls, and has donated more than 1.25 million yuan to the “Spring Buds Program” for five consecutive years. Each year, 500 poor girls are sponsored to go to school. Yuchai and universities such as Tianjin University have set up “Yuchai Scholarships” to help outstanding students who are poor in the family economy complete their studies. The Yuchai Group Scholarship Fund and the Shunping Love Student Aid Fund have provided more than 600,000 employee children with over 650,000 yuan in scholarships for scholarships over the past three years.

It is precisely because Yuchai has a strong sense of social responsibility, actively shares the results of the company, and consciously fulfills its social responsibilities, and has made outstanding contributions to the society. It has been honored as the “2009 China Corporate Social Responsibility Special Award” honorable title. Yuchai's reputation for quality products, good service and strong sense of social responsibility has earned it a deep reputation.

Innovation Marketing Harmony and Win-Win

Sales is the leading enterprise development. This includes at least two meanings. First, the importance of sales, sales to sell, sales to achieve value; the second is the challenge of sales, at the forefront of market competition, sales are alive. The ultimate goal of marketing innovation is to increase sales of products and occupy more markets. From this we can see how urgent and daunting the marketing innovation is, and how dazzling it is.

Enterprises need to be healthy and the industrial layout is very important. Lu Ping's plan for Yuchai was a profound one. In the high-speed growth period of Yuchai in 2008, Yuchai divested 9 subsidiary companies with low relevance, small scale, and low technological content and acquired Zhejiang Haihong Group. Fuping believes that this is the need to optimize the industrial layout. Yuchai should operate around the two product chains of engines and construction machinery. Therefore, the layout of production bases for engines and construction machinery was carried out nationwide, in Guangxi, Fujian, Shandong, and Zhejiang respectively. Jiangsu, Sichuan, Guangdong, Hubei, and other places have established engine manufacturing bases, and laid out construction machinery production bases in Jiangsu, Sichuan, and Tianjin.

Large business operations must be supported by excellent marketing and services. Yuchai took the winning end as the strategic goal, strengthened the overall market planning ability, improved the professional plate market operation quality and level, optimized the service network, strengthened the service of the accessories service, improved the regional market construction management capability, and achieved outstanding record. At present, Yuchai has 45 offices at home and abroad, more than 2,300 service stations, and diesel engine parts sell 29 branches and 212 stores, implements active tracking services, realizes a service radius of 40 kilometers, and parts sales network guarantees 24 hours. , To provide users at home and abroad the most professional, most efficient and most satisfactory sales service. Since 2007, Yuchai’s green public transport power has continuously provided impetus for major events such as the Beijing Olympic Games, the Guangzhou Asian Games, the Shanghai World Expo, the two National Conferences, the 60th anniversary of the founding of the People’s Republic of China, and the 24th World University Student Winter Games.

Business process reengineering is the guarantee of corporate health. In 2009, Yuchai launched a process optimization strategy. According to incomplete statistics, in 2009, Yuchai cancelled more than 100 failure processes and failure management systems. The overall optimization rate of the process is 60%; the process optimization and system optimization, and the overall system optimization rate At 90%, the average number of links in each process is reduced by 0.5 compared with that before optimization, and the total number of links is reduced by 10%, thereby more effectively improving work efficiency and reducing work costs. In 2010, Yuchai proposed a higher goal of reducing process links by 20% to 30%, striving to make the company's health a platform.

Corporate health will inevitably bring about the sustainable development of the company. In 2005, the auto industry was in the doldrums. Yuchai had created the “Yuchai phenomenon” that surprised the industry with its products and other advantages. In 2008, the international financial crisis raged, Yuchai turned against the wind, solved the difficulties, and “recreated one jade in three years. "Chai" perfect ending, sales revenue exceeded 20 billion yuan. In 2009, when the international financial crisis was seriously affected, Yuchai achieved a brilliant sales record with a sales revenue exceeding 27 billion yuan, and staged a “Yuchai phenomenon” that bucked the market. In 2010, Yuchai's sales revenue was 36.8 billion yuan, and 750,000 engines were sold. Yuchai attributed this achievement to the cooperation with distributors, service providers, suppliers, and accessories distributors who have worked together with Yuchai, and expressed sincere gratitude to them.

For a long time, Fuping has paid special attention to the cooperation with partners. Every year, he has to visit suppliers, representatives of service providers, and annual supplier conferences and marketing service conferences. He must attend in person and carefully listen to suppliers and service providers. On behalf of the OEMs and other partners, he asked Yuchai to put his partners in an important strategic position for research and planning, so as to create a scientific and efficient community of interests and achieve win-win results.

In the Yuchai Engine system, there are more than 500 suppliers, more than 2,300 service stations, and more than 100 car manufacturers that support Yuchai products. In this huge engine industry chain, Yuchai takes "green development and harmony." "Win-win" as the core of the corporate culture extends to all partners, and put forward the "chain section harmony" thinking, through the joint efforts of all aspects of the chain, for Yuchai's end-users to provide quality products, the best service To achieve the common harmony and progress of Yuchai and the society.

For upstream customers, Yu Ping repeatedly stressed that the company’s strong core competitiveness comes from the excellent supply chain. The healthy development of the company depends on a healthy supply system. Yuchai has to build a large multinational enterprise group and become an internationally competitive company. Enterprises must create the most competitive domestic supply chain. Therefore, Yuchai and its cooperating suppliers have established a YC strategic alliance to build a strategic cooperative relationship between Yuchai Group and the supporting and cooperative member companies, which will enhance the overall competitiveness of the entire supply chain and form the same fate, common prosperity and development. The concept of "fairness, impartiality, excellence, and efficiency" for achieving cooperation between the two parties.

Regarding the YC service, Fuping believes that more than 2,300 service stations throughout the country are the strong backing of Yuchai’s services to users. "Obtaining the service to the world" is that Yuchai's service personnel stays up all night and day nights, and is not afraid of difficulties. It is difficult to meet difficulties and solve all worries for customers. It has enhanced the connotation of Yuchai service brand. They are the backbone of Yuchai and they are the pride of Yuchai. Judging from the customer satisfaction degree monitored by the China Quality Association in 2010, Yuchai scored 77.6 points, which was the industry's leading position. It affirmed the hard work of the service personnel and proved that Yuchai was an industry in pursuit of service and customer satisfaction. Benchmarking.

On January 21, 2011, Yuchai Heavy Industry held a marketing service conference and the first session of the Construction Machinery Summit in Changzhou, Jiangsu Province. Under the entrustment of Shunping, Zhang Shiyong, general manager of Yuchai Heavy Industry, released the "12th Five-year Plan" of Yuchai Heavy Industry. During the “Twelfth Five-Year Plan” period, Yuchai Heavy Industry will establish a global service network by deeply deploying global markets and industrial chains, establish a brand-new competition concept with service as its core, and realize a multi-block, large-scale, and professional operation structure. By the end of the “Twelfth Five-Year Plan”, Yuchai Heavy Industry’s sales of various construction machinery exceeded 60,000 units, and its sales revenue exceeded 30 billion yuan. It will steadily embark on the internationalized operation track, create an international competitive ability with certain advantages, and possess and reserve. A team of talents with background in international finance, marketing, technology, and management.

Innovation sometimes needs to leave the avenue of constant walking and dive into the forest. You will certainly find something you have never seen before. Yuchai has always been committed to innovation and is sure to achieve unprecedented results.

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