Automobile evaluation: Liang Qichao once said: "The times create heroes, and heroes also create the times." This sentence is most appropriate to apply to China FAW.
Why?
Known as the "eldest son of the Republic", china FAW's own development history is not only a difficult entrepreneurial history, but also the development history of China's automobile industry. At the beginning of its establishment in 1953, when China's automobile industry was pioneering, FAW, as the vanguard, filled the gap in the new Chinese automobile industry and created a national automobile product that the Chinese people were proud of. Not only that, China FAW is also a pioneer in expanding overseas markets. Out of the fine products, out of the talent, out of the model, FAW in the international arena is becoming the chinese manufacturing high-quality development of the business card.
China FAW, which is always at the forefront of the times
If China FAW is a "lucky person", then behind this luck, it is actually a double superposition of luck and strength. As the Mencius-Gongsun Ugly Shang says, "Although there is wisdom, it is better to take advantage of the situation; although there is a foundation, it is better to wait for the time." ”
Taking advantage of the momentum How does China FAW lay out its position in overseas markets?
As one of the earliest automobile manufacturers in China to expand into the international market, China FAW has been expanding overseas markets since 1984. After 37 years of development, China FAW's overseas business has covered the export of its own brand vehicles, parts and related production and maintenance service equipment, as well as various forms of real estate production, sales, service and other related businesses.
Specifically implemented to the brand side, China FAW has created a brand matrix in overseas markets with Hongqi high-end brands as the first line, and Pentol, Jiefang and other brands to synchronize their efforts.
The flagship product of the Hongqi brand, Hongqi H9, was unveiled in overseas markets, which caused a great warm response and brought positive significance to expanding the reputation and popularity of the Hongqi brand. Following this, The Hongqi brand aims at the development trend of the international market, taking the pure electric vehicle model as a breakthrough to expand to overseas markets. Among them, in September this year, Hongqi EHS-9 officially entered the market of developed European countries such as Norway, which once again attracted great attention. In the future, The Hongqi brand will also launch small and medium-sized SUVs and sedan products to enrich the product matrix in the European market.
The Red Flag E-HS9 appears on the streets of Norway
This year, best-selling models such as the Besturn B70, T33, T55, and T77 have also traveled overseas, setting off a boom in the local area. At the same time, the annual export of FAW commercial vehicles exceeded 10,000 units, the best in history.
In 2021, FAW Besturn entered the Egyptian market
In 2021, FAW's annual exports of commercial vehicles exceeded 10,000 units, the best in history
On the sales network, China FAW products have been exported to 78 countries and regions around the world, with more than 100 overseas first-class agents, offices and permanent offices in 15 countries, and overseas subsidiaries in Germany, Austria, South Africa, Russia, Tanzania and other countries, and the global layout is accelerating. So what's the record? According to the data, China FAW has sold more than 340,000 vehicles overseas; in November this year, FAW Hongqi exported 2,599 units. A string of glossy figures has also become a confirmation of the strength of China's automobile industry from large to strong.
New Hongqi overseas dealership
In terms of services, China FAW actively participates in the establishment of the "FAW Mobility Financial Leasing Company", continuously extends the business value chain, and cultivates new advantages in international competition. Deepen the strategic cooperation of central enterprises and build a new ecosystem of "joint going to sea". At the same time, it also actively promoted the signing of the Memorandum of Understanding on Overseas Strategic Cooperation between FAW, Changan and Dongfeng to explore a new path for the coordinated development of central enterprises overseas.
Peter Till tells us in his book From 0 to 1 that whenever we create something new, the world changes from 0 to 1. One of the important factors for some people to be able to successfully start a business is to open up the market in an area that few people are involved in, and to change the world with a product.
Obviously, China FAW can be said to be one of the first enterprises to eat crabs. Entering overseas markets and participating in global competition is an important criterion for testing the comprehensive strength of an automobile enterprise. For China's auto industry, which is constantly developing upwards, it is undoubtedly more necessary to compete on the world stage and test its own strength accumulation and evolution direction.
Seize the opportunities of the "Belt and Road" and promote the transformation and upgrading of the "going out" model
If the "going out strategy" is the first outlet that China FAW has successfully seized, then the "Belt and Road" initiative has created a bigger stage for China FAW and accelerated its process of going global.
On this road, the test is the ability of the company to build and iterate. Since 2013, China FAW has actively responded to the call of the state, closely followed the pace of construction, and continued to promote the transformation and upgrading of the "going out" model by continuously deepening the connotation of international production capacity cooperation and actively exploring diversified development paths for overseas business.
China FAW has also gradually reaped a series of fruits of transformation and upgrading: in terms of capacity expansion, 6 international production capacity cooperation projects have been completed and put into operation in South Africa, Tanzania, Kenya, Pakistan, Nigeria and Myanmar; in terms of product localization production, FAW Besturn B30 sedans and other parts assembly and production in Pakistan and Iran have been assembled and produced off the production line; for overseas customers, FAW Overseas Investment Company has been set up to further develop aftermarket areas such as automobile service guarantee and financial loans along the "Belt and Road". In terms of industrial chain construction, China FAW is planning to participate in the construction of automobile industrial parks along the "Belt and Road", driving more upstream and downstream supporting enterprises to jointly "go global" and helping the overall output of China's high-quality industries.
Creating a Chinese Business Card China FAW is very popular overseas
Do you know? A Chinese automobile company, which directly and indirectly drives more than 1,700 jobs in South Africa, has been highly praised by the South African government and local society, and is known as "a model of Sino-South Cooperation". This is China FAW.
China FAW South Africa plant cloud open
In August 2021, the Cloud Open Day hosted by China FAW South Africa opened at the Kuha plant in South Africa, which showcased FaW's first large-scale overseas production base from multiple angles and in three dimensions in the form of video, and highlighted FAW's efforts to continue to practice the concept of public welfare and actively assume corporate social responsibility. The cloud open day has been widely reported by domestic and foreign media, demonstrating the internationalist spirit of FAW's active promotion of transnational cooperation and the practice of the concept of a community with a shared future for mankind.
In South Africa, China FAW regularly donates daily necessities and medicines to its children
Today, China's FAW is gaining fame overseas, and another crucial point is marketing. This can also be said to be a golden key for enterprises to open overseas markets.
China FAW reaches overseas consumers through multiple channels on social media platforms
In 2020, the image of China FAW's overseas brands will be upgraded, and overseas consumers with different consumption attributes will be reached through multiple channels on overseas social media platforms such as Facebook and Twitter, comprehensively enhancing FAW's influence in the international market.
As a whole, the Hongqi brand pays more attention to the integration of Chinese style elements, presenting the oriental luxury of the car tone
At the content creation level, FAW's publicity focus on overseas social media platforms is based on FAW's product advantages, technical strength and brand value, such as focusing on model performance, safety and quality, innovative design, innovative technology, brand concept, etc.
At the user interaction level, FAW Besturn launched a promotional campaign with the help of JoinChat to collect users' evaluation of the brand and sales leads in product purchase, after-sales and other links, and strengthen further interaction and communication with users according to the clues to accelerate user conversion.
Benten reflects its young, life-like brand temperament with color collision fusion
The multi-angle and innovative communication has increased the exposure and interaction volume of China FAW overseas, and also received high-value user feedback, which has enhanced brand awareness and reputation.
At present, in the face of a complex and changeable international environment, opportunities and challenges coexist for Chinese enterprises on their overseas road. The pace of progress of China FAW and the reputation of the international market not only polish the business card of Chinese enterprises in overseas markets, but also provide reference significance for subsequent entrants. When more and more Chinese car companies like China FAW "go global", the influence of China's auto industry in the world will surely produce a qualitative leap.