With the rapid improvement of technology and quality, domestic automobiles are more and more recognized by overseas markets, and the export volume continues to grow, surpassing South Korea, Germany, and Japan, and officially becoming the world's largest automobile exporter last year. As the eldest son of the national car, Jiefang will naturally not ignore the overseas market. In 2023, Jiefang's overseas sales will reach 45,000 units, an increase of more than 60% for three consecutive years. Why Jiefang can continue to grow rapidly in the complex overseas market, and what kind of planning and layout will there be in the future, let us listen to what the members of the Jiefang leadership team have to say.
"A few years ago, our overseas sales were still very small, and the goal was to lay the foundation in three years and lay out in two years, and after three years, we did see some results, and the annual growth rate was very high, with a compound growth rate of about 93%. Yu Changxin, member of the Party Committee and executive deputy general manager of FAW Jiefang, said. To be able to quickly get market recognition, excellent products are the foundation. Jiefang has made a solid product layout for overseas markets, and the products have shifted from the fifth generation to the sixth generation, and the latest research and development products are "born global", which can meet the needs of domestic and foreign users at the same time. At present, with J7, J6, JH6, Tiger V and other fist models, Jiefang has been exported to 80 countries and regions in Southeast Asia, the Middle East, Latin America, Africa and other countries, among which Jiefang J7 tractor, as the first car in China, has successfully passed the EU WVTA certification.
The overseas market has unlimited potential, and various car companies have joined the overseas army. At present, there are a variety of models in some overseas markets, but there is a lack of effective service and management, and "just give birth and don't care" will soon be spurned by the market. In this regard, Yu Changxin believes that the core of overseas work is service: "In the past two years, we have done a lot of work, first in the spare parts reserve, domestic and foreign synchronous reserves; Service providers lead to foreign countries, teach foreigners how to do FAW liberation service; the third is to open up the contact between customers and us, we have a service center in each overseas market, we are the only one to do the door of the service center phone number of the brand; the fourth is the talent reserve, over the years our service personnel have tripled, their maturity is the foundation of the future growth of the liberation of overseas; the fifth is the network, one is the cooperation network with the central enterprises, complementary advantages, resource sharing, in addition, we have introduced domestic resources to foreign countries, in recent years basically completed the layout. "It can be seen that Jiefang has done a lot of work in the upstream and downstream of the industrial chain, and this is the key to the long-term development of enterprises in overseas markets.
Li Sheng, general manager and deputy secretary of the Party Committee of FAW Jiefang
Although it has achieved dazzling results, in the face of the rapidly changing overseas market, Jiefang still faces huge challenges. Li Sheng, general manager and deputy secretary of the Party Committee of FAW Jiefang, expressed his views: "There are still many uncertainties in the current international environmental risks, such as the game between countries, anti-globalization, etc., basically every country and region is introducing its own policies, raising tariffs, and encouraging localization. From our point of view, we will affect our exports, and from their point of view, we must protect our own industries, so our technology and trade barriers are gradually increasing. Overall, the global environment is likely to face continued competitive pressure in the future. Li Sheng does not think so, he sees the opportunities in the challenge: "We have made a lot of favorable conditions for various exports by laying out in advance in the international market. Thanks to the significant increase in the recognition of Chinese products overseas in recent years, there is room for our medium and heavy-duty truck commercial vehicle exports in the future. In addition, China's new energy products, especially represented by passenger cars, are absolutely leading in the world, and at the same time cultivate China's new energy vehicle supply chain resources and 'three electric' technical reserves, which also lays some foundation for our new energy exports. ”
Yu Changxin, member of the Party Committee and executive deputy general manager of FAW Jiefang
In the future, Jiefang will focus on overseas markets, continue to seize opportunities at high market levels, accelerate the pace of internationalization, start the localization layout of overseas markets, strengthen the image establishment and voice communication of overseas brands, and expand the overseas sales base. Yu Changxin said: "In the next two years, we will lay out overseas investment and build factories, we will set up a number of branches overseas, on the one hand, to improve the convenience of local production, and more importantly, many of them are localized development in the future; Finance, services and so on are laid out overseas, and this work has begun to be implemented this year; the fourth is the establishment of the liberation of the international company, the liberation of the export relying on the liberation and import and export company cooperation, this year the group is determined to put the whole team to the liberation, which is conducive to our efficiency improvement, is conducive to our investment and construction of factories, is conducive to the management of the following branches and branches, this is our future the biggest planning and confidence. Yu Changxin believes that in the next 5 years or so, overseas sales may exceed that of China, so Jiefang will definitely not miss this opportunity.
In general, FAW Jiefang's ability to achieve "continuous growth" overseas is by no means an overnight achievement, it is the result of the liberation of the whole system to go to sea in a coordinated manner. It is foreseeable that under the leadership of the new leadership team, through the construction of an overseas marketing platform of "talent + service + automobile + finance", the road to sea will be further advanced, and the strategic goal of "China's first, world-class" will continue to forge ahead.