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Part Four: Analysis of China city bus export in 2011
The financial crisis has passed, and we can see that China bus export surges this year. However, they have to do as followings if they want better export effects.
1. As the strategy of the China bus export, it is best for each one to emphasis on its main regional markets and avoid fierce competition to achieve the small cake of one market. So, China bus builders have to continue adjusting export strategy to deploy rationally in the international markets. Some China bus builders need to reconsider their international markets strategies or even replan its export strategy. Such as Higer Bus has re-deployed its oversea expanding markets in the six main international area markets, that is, South America, Cis Area, Middle East, Asian pacific, Africa and Europe and North America areas to avoid the instability area markets. As for the Ankai Bus, as before, it only exported the luxurious coaches abroad, but now it re-deployed its strategy not only luxurious coaches but other buses. So in the year of 2011, the sales growth of the exported market is highest in the history.
2. According to the changes of the export markets, China bus builders in export structure is changing gradually. From the export sales volume, in the recent years, the small buses have been exported the most and the large buses' exported proportion is decreasing. But from 2011, the large buses export sales volume is the most and the sales growth range is also the highest. So it can been seen that the China bus builders have focus on the segment of large buses' markets. Take Higer Bus as an example, according to the overseas market products' different requirements, it emphasis on the development of the large buses in the overseas markets. In 2011, the sales of the above 10 meter large buses is several times as the previous years' sales volume which make Higer Bus be the top place among the China bus builders in export market with such a short time.
3. China bus builders have to make up and perfect their marketing strategy on supply chain management. According to the survey in the industry, the export products chain usually was long with 100 or more different product categories. Those can be divided in terms of length which is the large, medium and small buses; in terms of usage, which is passenger bus, tourist bus, city buses and commuters. So it is seen that the various products but the problem is that the readjusting on the current buses to meet the customers' different requirements takes more time and energy for the sales department to do it. In 2011, some China bus builders readjust its overseas marketing strategy on supply chain management which means the conduct sales business mode. King Long is a good example in the overseas market management. King Long choose what to do and do it professionally instead of choosing all the markets and all business. King Long takes small buses as its main recommend and sales buses for the overseas markets, as for other small quantities or inconvenient to supply accessories bus products, it will try to avoid to receive and make them. Besides, as the small buses order quantities in every year keeps more than 1000 units which has formed a certain profit every year and the suppliers are also glad to cooperate with King Long Bus.
4. As for the consultant marketing strategy to foreign customers, in short, the China bus builders not only to selling their buses, but also provide profiting schemes for customers. In current sales network of buses, the products homogenization is rather high in China bus industry, so their core competitiveness can be relied on products as well as brand construction and sales team.
5. China bus builders have to adjust their pricing strategy to set up its brand images in the overseas markets and even form the brand value. Some China bus builders have rather good reputation in China, and they need do more to raise their reputation in the international market. Currently the brand building in domestic markets have been gradually setting up, but in the international markets, the influence of the China bus brands is rather small. Through expanding the market scale, some China bus brands with advantage will gradually influence the overseas markets, and later the market effect will broader and broader by the faithful customers. So under the China Bus, the big brand, the advantage China bus builders should gradually stand out from the crowd by actively joining the effective international bus & coach exhibition, carrying out large monthly good service activities and regularly visiting for end users with the agent or organization etc.
6. Building and perfecting the overseas marketing channels. China bus builders have to integrate sales networks to build more service stations. They must pay as much attention as on their internal markets on after-sales services, so that they can win lasting trusts from their customers. Choose good agent and service providers is the most effective shortcuts to promote overseas market sales. As the agent, it must have good command of trade ability, sufficient fund, complete hardware resources and the corresponding sales service network, so that in the shortest time, it can promote the products to the local market.
If consider direct sales model, it will face the problem of the local purchasing habits (payment) and the understanding of the products, so at the primary stage, the best method is to use the local resources. In this respect, whether Yutong Bus, King Long Bus, Higer Bus and Golden Dragon or other China bus enterprises, in these years, they have paid attention on building overseas marketing channels and expanding each marketing networks.
7. Set up products' platform. As a large passenger's traffic tools, the buses are restrained by the international general standard and many countries' own legal laws and regulations on them. So it is obvious if the other countries buses products want to sell here, it should at first meet local laws and regulations. To examine the industry standard is the first step to grasp the local market have
It is rather different in the world road conditions, weather conditions and usage ways etc many factors in different countries. In order to guarantee the products in the local applicability, manufacturer shall investigate the basic sales situation of this country, and then based on the investigation results to determine product models and eventually to promote its suitable product models. Besides, it is also a best way to trial operation of one or more sample buses, then based on the found problems to do the product improvement. For example, When Yutong Bus establishes its product platform, it make an distinguish between the export products and the domestic products so as to take different technology work to be suitable for different area markets.
