Knowledge marketing, professionalism domination, Yuchai boosts Universiade Shenzhen

Introduction:

Over the past decade, the digital curve for Yuchai's bus engines rose steeply. Yuchai sold 18,000 units in 2001 and increased the figure to 111,000 in 2011. Over the period, Yuchai's cumulative sales of bus engines reached 633,000 units, and the number possessed accounted for over 60% of the bus market. 

Yuchai has achieved similar sales in Shenzhen. In the first half of 2011, public transport companies in Shenzhen held a great bid for new vehicles. Eventually, Yuchai won an order for nearly 2,000 units. Nearly 8,000 units of Yuchai engines served the Universiade, which has offered Yuchai a superb stage for display. 

From 2006 to 2011. The market share of Yuchai engines in Shenzhen has increased year by year from 50% to 68% in 2010 and over 70% in 2011. Particularly, in the non-bus market, Yuchai has maintained a share of over 90%. High market share is attributable to knowledge marketing and the overall performance of professional teams. 

1. Brand building in market segments and professional portfolios earn Yuchai effective market share. 

Yuchai conducts business operations under the guidance of the concept of market segmentation, doing well in each segment is the recipe for its success, combining product portfolios and market segments effectively solves the problem of product coverage and meets market demands with technology. 

Yuchai engines carried by the vehicles serving the Universiade include National III and IV gas engines and diesel engines, covering models such as YC6M, YC6L, YC6G, YC6J, YC4G, YC4E, YC4D and YC4FA. Seamless connection of product portfolios can meet diverse demands of customers in Shenzhen. 

2. Constantly upgraded new technology meets changeable market demands. 

Proprietary technology development has always been the business focus of Yuchai, core technology supporting Yuchai's development process mainly comes from two aspects. On the one hand, the rich road spectrum database established over the years has provided basic data for Yuchai's segment customers; on the other hand, proprietary electric control engine calibration technology of engines adjusts products to customer demands, accomplishes product differentiation, meets customers' changeable demands and forms the core "soft" strength of Yuchai bus engines.   

The launch conference for upgraded bus engines, held by Yuchai in Beijing on May 12, 2011, unveiled 5D noble technologies: two-stage charging technology, hybrid technology, intelligent power system, professional gas engine and applied integration, to release infinite energy to meet customer demands. 

3. Knowledge marketing and teamwork are essential to Yuchai's overwhelming victory in Shenzhen. 

With the conclusion of the Olympic Games, World Expo and Asian Games, someone said there were no big news in the bus industry in 2011, winning the large order in Shenzhen may be rated as the biggest bus news in 2011. In the bid, Yuchai attracted industry attention by a market share of 65%. 

Winning the order reflects Yuchai's concept of knowledge marketing and is attributable to the concerted efforts of the staff of Yuchai Guangdong office and Yuchai's headquarters. 

In recent years, the layout of Shenzhen's bus market has been changing. Serving the Universiade is a symbol of honor, and the success of the bid determines the follow-up order for over 1,000 units. How to make customers favor and choose Yuchai was the main consideration of the decision maker of Yuchai Sales Co., Ltd. in the two weeks from the bid. Besides experience application in the process of order acquisition, knowledge marketing has been valued as a new highlight. Eventually, Yuchai moved customers with a share of 65% in the bus market in 2010, turned the table and won the order. 

After winning the order, ensuring perfect and punctual delivery became the top priority of ensuing work. Despite an annual production capacity of 800,000 units, it is not that easy for Yuchai to fulfill such a large order in the busy season. Therefore, almost at the same time when the order was won, the production department organized the bus department, the purchase departments and all branch plants for a communication and coordination meeting, integrated resources to divide responsibilities of production, supply and sales, and ensured hourly output. Eventually, quality and standard Yuchai engines were delivered punctually. 

4. Yuchai's top services convince customers of their choice again. 

Yuchai, which served large games such as the Olympic Games and Asian Games, has won complete victory and built an outstanding team without standard service skills.

1) Considerate services, elaborate preparations. Most of the vehicles for the Universiade arrived in Shenzhen in late July and early August. Public transport companies required this batch of new vehicles go into operation upon arrival. "Large order, tight schedule and heavy task" are the delivery characteristics of this batch of new vehicles. To be well prepared for the Universiade, in late June, Yuchai Customer Service Center (YCSC) sent staff for joint preparation efforts with the staff of Guangdong office. They conducted a comprehensive investigation into competition sites, and visited major service outlets in Shenzhen to comprehensively grasp the situation of Universiade vehicle support, analyze difficulties in Universiade vehicle support, and work out specific support plans. 

2) Voluntary services, team building. "Large order, tight schedule and heavy task" have raised higher requirements for Yuchai's Universiade support. It may be rated as a "tough battle" comparable to Guangzhou Asian Games. On July 25, YCSC sent experienced service engineers to Shenzhen for early preparations. On August 2, the service engineers were in place.

3) Professional services, training preparations. As most Yuchai engines used by Shenzhen's buses are new, to deepen customers' understanding of new products, upon arrival in Shenzhen, Yuchai's service team immediately carried out training and vehicle inspection, trained major service outlets and public transport motorcades in engine use and maintenance, and assisted public transport enterprises in inspecting key vehicles one by one. By August 10, the work of training all service outlets and major motorcades had been complete, and vehicle inspection had been complete basically. Zhang Ting, vice general manager of Yuchai Sales Co., Ltd. and director of YCSC headed a team to the site to inspect the overall support work in Shenzhen. He noted, "The task of the support team is not only to ensure the smoothness of the Universiade and extend Yuchai's social responsibility, but also to ensure Yuchai returns to Shenzhen." 

As market competition becomes increasingly fierce, Yuchai has fully realized winning the market is not only the responsibility of frontline salespersons, but also a test for teamwork; after customers become fully rational, market performance is particularly a support to professional products and excellent skills; market winning is attributable to the coordination of production, supply and sales. Knowledge marketing and professionalism domination has become the core concept of Yuchai's marketing system. 

(Lin Benyao)