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In recent years, Chinese commercial vehicle companies have entered overseas markets one after another, and their export volume has been increasing year by year. With the emergence of product quality and safety issues, the proportion of major traffic accidents has also increased. Frequent accidents not only affect the development of the company, but also damage the overall interests of China's auto brands.
Recently, five ministries and commissions including the Ministry of Commerce jointly issued the "Notice on Further Regulating the Export Order of Automobiles and Motorcycle Products" (hereinafter referred to as the "Notice"), further clarifying the qualifications that export car companies should possess, and clearly stating that if export products are The occurrence of major quality events in foreign countries and adverse impact on China’s exports will cancel its export qualifications.
Regulate export order and maintain corporate image
The "Notice" is a good thing for car companies. It not only regulates the order of car exports, but also sounds the alarm for companies that ignore the quality of products. "Fang Rui Overseas Business Department Minister Fang Rui said that in the case of China's ever-increasing export scale, the lack of quality of vehicles will be detrimental to the image of Chinese car companies, because Chinese products have only one name in foreign markets - made in China.
In this regard, Tong Chunli, assistant to the general manager of Shaanxi Auto's Overseas Marketing Department, agreed. “We have repeatedly submitted proposals to the Ministry of Commerce, and we hope that the state will improve the export order in terms of the management mechanism, set vehicle entry thresholds, and prevent Chinese companies from competing in a disorderly manner in foreign countries.†Tong Chunli told the “Commercial Automotive News†reporter that Chinese car companies are currently overseas. The market has seen a "fragile" situation. In order to compete for the market to deliberately lower prices, resulting in a decline in product quality, it seriously affected the image of Chinese companies.
"In the case that the company can't solve the problem, the state should promptly introduce relevant policies to help ensure that car companies establish a good reputation and brand image in overseas markets. The "Notice" is a good start, and it is good for car companies." Tong Chunli said.
Zhang Yan, Xiamen Overseas Travel Sales Director, believes that the "Notice" can further crack down on export-oriented OEM companies, and has a good role in regulating the export order of domestic commercial vehicles. “At present, there are many automotive export enterprises in China. Some companies have poor product quality and there is no guarantee of after-sales service. This has caused a bad influence.†Zhang Yan said that in overseas markets, the company’s reputation is very important, and negative influences will result in corporate brand image. A big blow. Once you leave a bad impression, you no longer want to enter the market again.
“Commercial vehicle companies should have a strategic vision and have detailed plans for the construction of overseas brands. At present, the export of commercial vehicle companies is still in its infancy, and it takes a long time to build brands and cannot be eager to achieve success. No matter the product quality or the service system Construction must all do a good job.†Zhang Yan suggested: “Chinese car companies need to work hard to build a corporate image while achieving exports. This is a necessary period in the early stages and is also the foundation for brand building overseas. Despite the long process, branding It will not be immediate, but car companies must work hard for it."
In addition, Zhang Yan also believes that some details in the "Notice" need further scrutiny. “The classification of the “Notice†is not very scientific, and some small-scale automobile enterprises export only a few hundred vehicles each year, but they have excellent quality and cannot lower their ratings because of less exports. In addition, the “Notice†does not specify what is significant. Quality incidents, this will likely become a major loophole in future management and punishment." Zhang Yan said.
Improve product quality Accelerate merger integration
Unlike other products, automobiles do not rely solely on low prices to dominate the market. To occupy a place in a country, we must have excellent quality as the guarantee. This is the capital that will win in fierce international competition. However, at present, the main competitive advantage of China's auto exports is still the price, which makes some commercial vehicle companies' export products price too low, simply pursuing export volume, not enough attention to product quality and safety issues.
"Now the competitiveness of products is not limited to cost-effectiveness, quality is the most critical factor in gaining recognition from overseas markets. If product quality is flawed, not only will it lose its competitive advantage, but it will also damage the image of overseas consumers and affect the future. The export business.†Zhang Yan told Commercial Automotive News that exporters should devote more energy to improving performance and quality, increase R&D efforts and improve product quality so that they truly meet the long-term goals of the Chinese auto industry and enterprises. interest.
In view of the problems existing in current exports, the state has introduced specific policies to regulate the export order, with the aim of maximizing product quality and setting reasonable access thresholds. According to industry insiders' analysis, the Ministry of Commerce raises the threshold for exports in order to support export entities with large export volumes and scale advantages, while export enterprises with small export volumes and poor product quality will be forced to phase out.
“Upgrading the qualification threshold for auto exports will cause some car companies that do not meet the quality standards to lose opportunities. For some powerful autonomous car companies, the state strengthens the regulation of automobile export order, and it can just promote the survival of the fittest in the industry. It is a kind of protection for mainstream self-owned brand car companies,†said an industry source.
Among the companies that now have export qualifications, companies that export less than 100 vehicles each year account for almost half of the total. If many companies lose their export qualifications because they cannot meet the requirements of the new policy, domestic auto companies may enter the stage of merger and integration.
Improve after-sales services Strengthen overseas cooperation
In addition to quality issues, the current after-sales service also has a gap with foreign companies. Most car companies in China still choose to export their products through local agents or distributors. There is no complete sales channel and service network.
“Choosing a qualified foreign agent as the main body of after-sales service in the region will inevitably cause some hidden troubles.†Xie Weiguo, General Manager of Overseas Sales Department of Daikin Dragon, stated that the entrusted service will make subsequent related accessories available in the hands of foreign parties and it will not be timely. The maintenance of vehicles for users has caused damage to corporate brands and market maintenance.
“At present, overseas dealers of many car companies have a shortage of accessories. Users are not satisfied with this. Cars can not be repaired like other items. If there is no corresponding parts, vehicles are likely to become scrap metal.†Xie Weiguo said that with the domestic The export of automobiles has begun to take shape, and strengthening after-sales service is an effective way to promote overseas business. For export companies, strengthening the after-sales service, gradually building a good product brand image, and continuously improving the satisfaction of overseas customers is the only way for Chinese companies to succeed in transnational development.
"CV News" reporter learned that in an interview, many large commercial vehicle companies are currently setting up overseas auto parts storage base. “We have provided spare parts reserves and regularly monitored the reserve situation in areas where exports are relatively concentrated. For new areas we have just developed, we will give free-use parts to dealers for free, and promptly remind dealers to make up the accessories at a later stage.†Rui said that the vehicle is a complex system. Even the top brands need maintenance and maintenance, and the corresponding spare parts reserves are indispensable.
Zhang Yan told the "Commercial Automotive News" reporter: "In relatively underdeveloped areas, due to weak service awareness, there will be a shortage of parts. In order to solve the problem of inadequate supply of accessories, the company sent professional technicians overseas and recorded missing parts. And timely feedback to the company so that the corresponding accessories can be added as soon as possible.â€
In addition, Zhang Yan believes that if he wants to better serve foreign markets, he must cooperate with local distributors. They have a better understanding of local culture, language, and environment, which helps the company develop rapidly. If an independent service network is constructed, it will reduce costs, but it will also cause problems due to "imperfections".