26-01-2007 In
2006, as the core of developing strategy of Chinese bus enterprises, the international
market fully brought forward the potential power & infinite fascination of
Chinese buses to the world. According to the related statistic, Zonda Bus, as
an upcoming star in China's bus manufacturing industry, exported 361 units of
complete buses, with the sales volum of RMB183 million that grows by 451% year-on-year.
The amount of exportation lists among the top ten of China's bus industry. In
addition, Zonda Bus has successfully signed the 2007 export agreement for more
than 2800 units of buses, the contract value amounting to RMB890 million. Why
could Zonda Bus rank to the top ten of China's bus exporting enterprises in such
a short time. Only if you analyze the high increasing phenomenon of the overseas
market of Zonda Bus, could you know the real successful experience. Innovation,
Leads Chinese Bus go to global The
appearance design and technology innovation should be solved before China bus
entering the international market. Since 2000, Zonda Bus has started to exploit
the overseas market. Having learnt lessons drawn from other enterprises, Zonda
Bus, with unique visual angle theory, catches the most fashionable style and brings
them into its bus design. Hence the most outstanding exterior characteristic of
Zonda bus is the combination of European & Orient culture and the fashion
& classicality.
Take Zonda luxury A Series as an example; the attractive
character is that its fashionable style overthrows the traditional visualization.
The digital meters and easily reachable layout of switches realize the beauty&
harmony of design and assure the convenience of operation. The combined of front
windshield and the rear morrow, the join of sideline and back wall embody the
luxury and elegance of bus. Due to the stylish design Zonda bus was liked by many
foreign clients, and the market is extending bigger and bigger. The high rise
in 2006 is one of the good evidences.
Service, Affects Customers with Profession. Because
of the particularity of global market, the competition of complete bus in overseas
sale is no longer only the competition of the bus, but the competition of the
competitive ability of the whole enterprise. Facing to the present¡¯s
marketing environment different to the domestic market, it has become a common
idea to provide more and better additional service to customers. Till now Zonda
bus has been batched exported to more than 30 countries & districts, such
as Mid-east, North Africa, Mid Asia and America & Europe. The outstanding
behave of Zonda Bus in various areas has won the high praise and industrial attention.
The service cost has always been the main factor to resist the bus enterprise
from entering the international market, while now the overseas customers are mostly
satisfied by Zonda's serious and perfect service. Zonda Bus has already sent many
technicians to guide and train the overseas customers, which makes all the service
station works before the real sales in the beginning period of the cooperation,
and ensures to deliver the common spare parts together with the complete buses,
and finally to make the oversea customers fully feel the Zonda bus¡¯s
high attention to the after sale's service. On the view of the overseas customers,
Zonda bus has higher performance & price ratio compared to the European and
American products. In the meantime of it¡¯s continuously improving
its products quality and service, Zonda bus enlarge its launch in the area of
after sale¡¯s maintenance, which has made the customers with high content
and ensured the continuous rapid increase of the core customers.
Brand,
Boost the Expanding of Overseas Market
The importance of carrying out
the brand strategy. One the one hand, the brand strategy is a strategy of creating,
developing and utilizing the brand, and it is very urgent for the business enterprises
to carry out the brand strategy according to the demand of the development market
economy. Branding is the credit, base for survive, comprehensive embodiment of
market competition ability for an enterprise. On the other hand, international
competition compels Zonda Bus to put the brand strategy into practice. International
economic competition centrally focuses on market¡¯s contest, but the
struggle for the market is sure showed as the brand competition, only through
starting the brand strategy with initial success, the enterprise can take the
first step to beat others. In the contest of international market and brand competition,
Zonda Bus is confronted with serious trial, so it must speed up the international
brand strategy. As a newcomer in the bus industry, Zonda Bus, facing the competitor
both from domestic and abroad, does not regard pressure as obstacle, instead,
it actively reply to the challenge. In order to form the brand effect in the international
market, Zonda bus will display its image by attending different International
Commercial Vehicles Exhibitions. A
few days ago, Zonda Bus, on the behalf of China bus enterprise, attended Commercial
Vehicles Exhibition in Hannover of Germany, Thailand Commercial Vehicle Exhibition
and etc. By virtues of bright design and excellent quality, it brings down the
house from the international customers, strives to upgrade the popularity and
good reputation of Zonda bus¡¯s brand, and shows the level of bus manufacturing
technology of China bus. High
Performance PRICE Ratio Becomes Magisterial Factor for Attracting Customers
The
success of Zonda Bus in the oversea market is mainly as the result of high performance
price ratio attracting the customers to a great extent. Certainly, price is just
one factor affecting the buying inclination of customers. Bus, as a profitable
tool, is also concerned by customers in quality, performance and operating capacity.
The reason that Zonda Bus is characteristic of high performance price ratio is
that it persist in the brand concept of "for Love, on the Way", which
makes its competitive advantages. From the conditions of exporting Zonda Bus to
oversea market, be Cameroon, Vietnam, Pakistan, or Russia, they are all based
on the long cooperation with Zonda Bus. The good operation situation in these
countries of Zonda bus gains the customers' confidence. Zonda
Bus steadily improves the product quality, emphasize the demand of customer, make
the quality object management as main line, track, control and inspect every manufacturing
process. It also carries out many inspections such as self-test and mutual-test,
test at each level, not to put unqualified ram materials into the production,
not to let the unqualified product leave factory, which completely ensure the
product quality to pass the certification of ISO9001 and TS16949 being implement
now. At the same time, in order to sell Zonda bus without hindrance, Zonda Bus
is comprehensively carrying out the project to gain the certification of American
and European.
Fulfill the transfer from International Product to International
Enterprise.
To Zonda, Exporting bus is just its first step of its internationalization;
the real aim for Zonda is to become a multinational bus enterprise. In the condition
of the present Zonda, it seems that it still has not enough strength, so looking
for powerful international cooperators is also one of its expanding strategies.
At the time of Zonda's dabbling in the international market in 2000, the exportation
of complete bus was a big issue comparing with the development situation of China
bus enterprise, while Zonda gained good profits. However, overall situation of
coming competitiveness in international market and integration of the global economy
also brings some pressure, such as China's entry into WTO that makes some famous
bus manufactures wonder to covet Chinese market. Therefore, pure export of complete
bus can not meet the demand of rapid growth for Zonda. Zonda Bus must fulfill
its transfer of product strategy from sale radiating the manufacturing area to
the products manufactured based on its target market. With
the development of bus industry, Zonda's Internationalization Strategy will change
the China's bus exporting pattern of low grade, and low price, and will transfer
its emphasis from price advantage to quality and service advantage. Targeting
at the middle-and-high-grade market has become the development strategy of Zonda
Bus for a period of time.
|
