Yu Ping, Chairman of Yuchai Group Co., Ltd.: The brand is the market pass

In the first half of 2009, when many engine companies were trapped in the financial crisis and sales volume fell by more than double digits, Guangxi Yuchai Machinery Group Co., Ltd. rose in a contrarian direction, selling 356,000 units of engines, an increase of 2.36% year-on-year. Its revenue was 7.79 billion yuan, a year-on-year increase of 4.8%, hitting a record high, especially in March and April, it even created an industry miracle of monthly orders for products exceeding 70,000 units.

On the occasion of the third China Brand Festival, Yu Ping, Chairman of Yuchai Group’s Board of Directors, interviewed by reporters. He attributed Yuchai Group’s success in coping with the financial crisis to the strength of the brand, namely, excellent product brand, technology brand and service brand.

Quality is the cornerstone of the brand

"The brand behind it contains advanced technology, excellent staff quality, reliable and thoughtful after-sales service, but also contains a lot of capital investment and successful marketing strategy. But the most basic and fundamental product quality, because only high-quality products Only in order to be transformed into a market-satisfied, consumer-recognized brand,” Fuping said in an interview with reporters.

“The backward quality concept will inevitably produce negative quality attitudes and unsuitable quality behaviors, and will constrain the improvement of product quality and the development of quality work from a deep level.” According to Yuping, parts of Yuchai’s products must be 100% During the production of the product, in addition to focusing on the conformity of the product, a clear control requirement is established in terms of the appearance quality and consistency of the product. Each process of production is concerned with quality supervision.

“We constantly look for flaws and abandon our sense of self.” Yu Ping said that Yuchai Group continued to strengthen product quality by implementing product quality upgrade projects, reliability triple jump engineering, and “double zero” projects; and grading suppliers. Management, evaluation and quality development, improve the supplier's production scale and management level; through high-level management, advanced technology and reliable guarantee of equipment, the all-round, high-efficiency and stability of the manufacturing process and the improvement of product reliability are realized.

Talent technology is the guarantee of brand

“In the final analysis, the competition of enterprises is the competition of talented people. We propose to gather talents in the world and create Yuchai Albert CHAN, introduce talents globally, and vigorously introduce talents at home and abroad through full-person search, team introduction, cooperation and introduction, and project joining.” Fuping told reporters.

In 2007, Yuchai established the industry's first engineering research institute with the goal of “building a world-class engineering research institute”. It has gathered 6 professor-level experts, 29 doctoral candidates, and more than 260 master graduate students, leveraging on many top-notch domestic and foreign talents. Experts formed expert committees and strengthened cooperation with FEV, BRUNEL, Tsinghua University, Tianjin University, Shanghai Jiaotong University and other famous research institutes at home and abroad.

Under the unremitting efforts of scientific and technical personnel, Yuchai Group applied for 136 patents in 2007 and an average of 1.8 days for a patent. In 2008, the Group applied for 202 patents, including 28 patents for inventions, and obtained 135 patent authorizations. The number of patent applications filed in Guangxi was the first; participating in the formulation of 14 national standards, obtaining qualifications for the formulation of two national standards and occupying the commanding heights of the standards. Yuchai Group is using its own efforts to win the honor for the national power brand.

Brand service leads the industry

Yuchai has the most complete and most efficient marketing and service network in the industry in China, and it has formed a three-tiered service network in the company's headquarters, local branches, and service stations. It has always been in terms of warranty mileage, service commitment, service content, and service policies. Lead the industry trend.

In the same industry in China, Yuchai first implemented the commitment of three miles for the engine in 1986 and increased it to the current 250,000 kilometers per month in 20 years; it has set up 31 offices and 28 accessories monopoly branches in the country, 1400 Multiple service stations, 39 standard call centers with seats, 24-hour service hotline.

Now, Yuchai has formed a three-tiered service network structure with integrated stations as its core, professional stations as its support, and authorized services as supplements. This has increased the responsiveness of customer needs and has formed an efficient service network with a wide coverage and a small service radius. The average service radius is 40 kilometers, and the service radius in the south is about 30 kilometers; the service is achieved in 4 hours at least, and the compensation is 30 yuan/hour for overdue customers. This is the shortest service time in the same industry in the country.

Create a world-renowned brand

The Yuchai brand was founded in July 1988. At that time, the product was mainly a six-cylinder diesel engine. Yuchai was only a product brand. For over 20 years, under the unremitting efforts of Yuchai people, Yuchai has become the leader of the national engine brand and the benchmark of the national manufacturing industry.

In 2008, Yuchai's brand value rose to 6.385 billion yuan, ranking No. 112 among China's 500 most valuable brands, ranking first in China's power brand and first in Guangxi. Yuchai's products were rated as "China Top Brand Products" and "Yuchai" Brand was named "China Famous Brand" and successfully registered in more than 50 countries around the world.

Today, Dongfeng Commercial, Beiqi Foton, Chongqing Hongyan, Jianghuai Automobile, Zhengzhou Yutong, Xiamen Jinlong, Suzhou Jinlong, Dandong Huanghai, Xugong Machinery and other leading companies in the Chinese automobile industry and construction machinery industry have established long-term strategic cooperation with Yuchai. Partnerships have formed a system of values ​​and ideas that are mutually beneficial with the market.

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