Interpretation of Yuchai's high growth: the market makes detailed products

In the first half of 2013, Yuchai 's sales increased by 19% from 2012, far higher than the 8% market growth in the industry. In terms of sales volume in various market segments, Yuchai’s non-traditional market has grown significantly. Yuchai’s heavy-duty engines have increased by 30% year-on-year. The agricultural machinery market has increased by 85% year-on-year, and the passenger car market has increased by 10% year-on-year. Different degrees of improvement.

Recently, during the China Automotive High-Tech Development International Forum, Lin Zhiqiang, chief designer of Guangxi Yuchai Machinery Co., Ltd. and dean of the Yuchai Engineering Research Institute, said that the market's strategy of subdividing and producing detailed products is Yuchai’s sales in the first half of the year. The main reason for significant growth.

Market segmentation

In the increasingly fierce market competition, how to grasp the market demand, how to meet the market demand is the subject of all companies thinking, and Yuchai's answer is the market segmentation.

Yuchai has subdivided the engine market into passenger car engines, commercial vehicle engines, off-road engines, marine electric engines, and new energy power. Under the big category, Yuchai has continued to subdivide its use, length, and tonnage. Yuchai's market segmentation work has started from R&D and has run through every aspect of the company's operations, including marketing segmentation, service segmentation, quality system segmentation, R&D system segmentation, and management system segmentation. By subdividing strategy, it maintains its ability to quickly manage markets and satisfy markets in all market segments.

Full market research is the basis of all actions. Yuchai has a large number of product lines and a wide range of market segments. The products required by each market have their own characteristics. Each segment has a different focus on products, so grasping these characteristics has become the grasp of the market. key. Lin Zhiqiang said that Yuchai’s products that are destined for each market segment are in line with the concerns of this market.

Take the bus market as an example, Yuchai collected the working conditions and road conditions of many key cities in the country. The investigation found that the characteristics of the buses were low speeds, averaging only about 15 kilometers, and the maximum speed was not more than 40 to 50 kilometers. Stop quite frequently. Another feature of road passenger cars is the light weight.

On the other hand, on trucks , on the freeway, the entire truck is 70 to 90 kilometers. The whole vehicle weighs less than 55 tons. It is basically not overloaded. If you change to the ordinary one or two highways, the speed of the standard vehicle will be lower, 60 to 75 kilometers, and the carrying capacity will be lighter. However, the concentration of the vehicle speed is also relatively high.

Only through such a rigorous and meticulous market analysis will Yuchai be able to complete outstanding product strategy positioning and market development strategy design.

Product targeted development

After fully understanding market demand, product-specific R&D work has become an important part of market segmentation.

Lin Zhiqiang used the development of the combustion system as an example to explain the process of targeted R&D of the combustion system products under different engine economic zones and power requirements. Lin Zhiqiang said: “In the 10.3 litre engine in 2012, we started with a generic version. After a lot of trials and market operations, we separated the truck version and the bus version. From the truck version and the passenger car Compared with the two editions, we see the Wan cited feature, the bus version is more inclined to medium and low speed, and the truck version is biased to medium speed.This is determined by the market characteristics of the passenger car. Under this kind of engine, the bus is definitely better than the truck. The lighter load is much lighter, so the passenger car speed will be very high."

The current development trend for OEMs is to do a small speed match. Yuchai has developed corresponding subdivided products. The effect of subdivided products can be examined through the fuel consumption of the vehicle. The original universal version of the Wan cited features a 12-meter luxury car, the vehicle is 22 liters of fuel consumption. After the targeted development of the fuel system, the fuel consumption became 19 liters, a full drop of 3 liters.

Choosing the right engine for different applications is the key to perfecting the market segmentation strategy.

Yuchai owns a product application development team with more than 200 employees. Based on the different characteristics of each market segment in the previous research, combined with a thorough analysis of the market application environment, it directly connects with the OEM and participates in the entire vehicle matching work. , Recommend products that can achieve the best match in a market segment to customers.

Taking the bus market as an example, Lin Zhiqiang explained the importance of vehicle matching. “Urban public transport has a smooth road and the ground roads are in good condition. Some large and medium-sized cities pay great attention to emissions. Generally, the engine horsepower does not need to be excessive. For example, a 10.5-meter bus will normally match Yuchai's 6.5-liter engine.

However, in a market with rough terrain and a large number of roads with steep slopes, the 6.5-liter engine will show little power. When the application development team matches the OEM, it will directly recommend the assembly of a 7.8-liter engine. Even if the engine is selected larger, it will Effectively reduce vehicle fuel consumption. "Lin Zhiqiang said.

"Expanding and lightening" is effective

Although Yuchai is unique in the medium-sized machine market, especially in the passenger car market, Yuchai has never stopped the advancement but has actively explored non-traditional markets and improved product lines.

In 2013, Yuchai focused on opening up some non-traditional superior markets, especially heavy-duty and light-weight aircrafts, which Yuchai called “expanding and lightening”. Heavy investment in R&D has started in heavy machinery and now it is slowly beginning to show results. In terms of light machines, a number of targeted products have been developed and related product lines have been completed.

So far, Yuchai has achieved some achievements in “expanding and lightening”. Lin Zhiqiang believes that Yuchai’s 30% increase in heavy-duty engines was achieved in 2013, and related new products and heavy trucks were launched in the past two years. The results of the market are closely related.

Yuchai has been involved in natural gas engines that have been hot in the industry in the past two years. The earliest Yuchai launched LPG products, which were mainly launched in the Guangzhou market. From the then European II to the present Five, from the initial single product development to the current series of products, from 4.2 to 13 liters full range of Yuchai has. In 2013, the company invested heavily in gas engines. Newly built and put into use 20 gas engine development benches, Yuchai believes that gas engines will be a major market highlight in the coming years.

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Yuchai's growth is not the market's sudden favor

In the first half of 2013, the Chinese engine industry reversed the trend of decline for two years and achieved year-on-year growth. Among them, Yuchai's performance was especially eye-catching. From January to July, engine sales exceeded 310,000 units, a year-on-year increase of 15%. The growth rate exceeded the average growth level of the industry. Sales revenue exceeded RMB 12 billion, a year-on-year increase of 15%. Engine market share increased by 1 percentage point from the same period of last year. Ranked first in the industry.

As the manufacturer with the largest number of engines in the Chinese engine market, in the increasingly fierce market competition, how has Yuchai achieved outstanding results? Zhong Yuwei, general manager of the company, gave the answer.

Zhong Yuwei said that Yuchai has achieved some success in the first half of the year and the company’s product structure has also been optimized. The heavy-duty engines YC6MK and YC6M with 10L of gold displacement put on the market in previous years have made a huge difference in heavy-duty trucks and large-sized passenger vehicles, with an increase of 100.1%. The truck power has increased by 12% under the driving force of higher-powered heavy-duty trucks. Passenger car power increased by 9.2% under the boost of big customer power and school bus power market; overall machine power increased by 36.2% when the construction machinery market dropped sharply.

In addition to heavy-duty engines, on light engines, product categories have also increased, and the power segment has continued to expand. YC4S and other high-end light engines have comparable performance, reliability, and economy to imported power.

In addition, the company's green energy-saving new energy power growth is obvious, the market performance of hybrid power, gas engine, shows that the company is fully capable of controlling enough power in the future power market.

Zhong Yuwei believes that Yuchai’s achievements mainly rely on the following points:

The first is ample technical reserves. Whether it is the switching of the five emission standards for gas engines or the fourth national emission standard for diesel engines implemented from July 1, Yuchai can respond with ease. With the new requirements of the users on the economy and power of products, the company can also Quickly upgrade your product. For example, gas engines, the company once again upgrade the gas supply system, from the product's structure, spare parts selection, combustion development have been enhanced, and now the company's gas engine continues to maintain a leading position in technology.

The second is the concern for quality. Three years ago, the company put forward the goal of improving product quality by 100% in three years. This year is the year that the company ends and the quality of its products has increased substantially. Especially in the first half of the year, the three-guaranteed loss ratio of products has dropped significantly, which has not only improved the overall operating efficiency of the company, but also created greater value for customers and won the trust of customers.

The third is the construction of lean manufacturing and lean supply chain, which improves production efficiency, and delivery, cost, and quality are well controlled. This is also an important measure for the company to improve its internal management in recent years.

In addition to the above three points, there are excellent corporate culture and other aspects. Overall, the growth of Yuchai this year is not the market's sudden favor, but has always been the focus of Yuchai's product technology, quality and internal management, so that the growth is "acceptable."

The launch of the national four market is also the key to Yuchai's good performance. Yuchai is the first company in the industry to research and develop and produce four engines. In 2006, the industry’s first national engine was launched. In 2007, a small batch of trial production was started, and in 2008, it was put on the market in batches. In accordance with national policies and market demands, the company seized the opportunity and was the first among its peers to start the technical upgrading project of the National IV diesel engine and put the products on the market.

Zhong Yuwei introduced that the company’s state-owned diesel engine technology upgrading project is continuously advancing. Since 2010, the company has fully supplemented the equipment required for the production of four diesel engines in R&D, manufacturing technology, quality control, casting, machining, assembly, etc. to improve Yuchai's R&D, casting, processing, testing and testing capabilities, and has formed an annual output 300,000 Taiwan four diesel engine production capacity.

Of course, due to market reasons, in the first half of this year, the company for the first time ushered in the peak of production and sales of the four countries. Judging from the current performance, the company’s original decision was correct. Zhong Yuwei said that from January to July of this year, the output of the company's light state-four diesel engines exceeded 10,000 units, an increase of 244.39% year-on-year. Among them, the YC4F series four diesel engines have the largest increment, which is a year-on-year increase of 383.39%. If the company does not have preliminary preparations, it is impossible to complete the customer orders so perfectly.

In addition, the company will continue to deepen the ship power market. In 2009, Yuchai's ship machine had only more than 1,000 units in the market. At present, the annual sales volume of Yuchai's ship machine products has exceeded 7,000 units, accounting for 50% of the market in the south and 20% to 30% in the northern market. In 2013, Yuchai's ship machine successfully opened up many markets such as Guizhou.

Zhong Yuwei said that upgrading the emission standards is a good thing for Yuchai. Emission control is an advantage of Yuchai. Yuchai is the first in the industry to release products that meet relevant emission standards. No matter if it is R&D and production, the company has made sufficient reserves. Therefore, joining the country can strictly implement the National IV emission standards and will maximize the company's products and technology advantages.

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