On March 6, 2011, the rally conference for the ten-city bus enterprise service contest (ten-city contest), themed by contending for excellence, creating civilized units, was held in Tianjin. On the scene, apart from representatives of participating bus enterprises from cities such as Beijing, Tianjin, Shijiazhuang, Taiyuan, Hohhot, Ji'nan, Zhengzhou, Qingdao, Tangshan and Baotou, there was a special guest-Yuchai Machinery Co., Ltd. (YM).

The ten-city contest is a public activity in the field of public transport, which is aimed at increasing the level of construction of humanistic, cultural, environmental and harmonious public transport through the collaborative efforts of bus enterprises in ten cities and deepening Party-mass building and excellence contention. In the contest, the enterprises will achieve the goal of contending for excellence and creating civilized units through competitions in seven aspects: (Party spirit and excellence, operation and transport quality, safety and stability, service and quality, tidiness and image, consumption reduction and environmental protection, and station order and support).

According to the source, the contest started from early March and will last until this October. During the period, bus enterprises will continuously the advance the event in forms such as experience sharing, joint media promotion, typical deed report, ten-city contest forum and service model report. Due to active support to the event, Yuchai became the sponsor of the event.

Why Yuchai

Generally speaking, suppliers are seldom seen in the public activities organized by bus enterprises. There are two reasons, one is that most previous activities held by bus enterprises were confined to local places, extensive and influential large public activities such as the ten-city contest were rare, therefore such activities were mostly operated by bus enterprises, with few resources to be mobilized and combined with; the other reason is that bus enterprises generally purchase a wide variety of products, it is not easy to seek a supplier that can cover the operation systems of various bus enterprises.

Sponsoring the event was seemingly accidental for Yuchai. However, to present a gift to the 90th anniversary of the Communist Party of China and intensify traffic control, early in late 2010, several bus enterprises such as Tianjin Bus Group and Beijing Public Transport Holdings Ltd. had intentions to carry out a joint excellence campaign. The information was learned by Yuchai accidentally and drew great attention from the executive level of Yuchai. Afterwards, upon multipartite negotiation, Yuchai was honored to be involved in the influential event in the field of public transport.

In a sense, Yuchais involvement in the event was inevitable. On the one hand, as the absolute leader of the domestic bus engine industry, Yuchai has maintained an over 60% market share in the domestic city bus market and close relations with a great number of bus enterprises, the advantage of scale and degree of customer trust are almost incomparable; on the other hand, in recent years, Yuchai has been paying attention to the development of the bus industry and emphasizing its devotion to the field of public transport. From researching and development National V engines up to Euro V emission standards six years ago to massively introduce hybrid and gas engines to the market, Yuchai has been committed to taking the lead in the field of public transport, and was recognized as a model supplier in the field. With the original intention of strong combination, the cooperation became natural.

At the rally conference, Wu Qiwei, general manger of YM, made a speech entitled For Common Progress and Development, thinking the move of the bus enterprises in the ten cities will set a good example in the national field of public transport. Yuchai has the honor to sponsor the event in the full course and will try its best to grow with bus enterprises in ten cities and make the event successful.

Yuchai transforms based on ten-city contest

For the press, sponsoring the ten-city contest is of special significance to Yuchais future development and corporate transformation, which is reflected in three aspects as follows.

Firstly, Yuchai will probably transform its market role from a product supplier to a collaborator through the event. The first to be mentioned is Yuchais great market influence at present. While maintaining the leading role in the bus engine industry for years, Yuchai outshone numerous bus engine suppliers by outstanding product quality, service capacity and customer satisfaction. Nevertheless, Yuchai remained as a supplier before. To thoroughly get ride of competitors, Yuchai must form an effective value chain in collaboration with customers. The ten-city contest is a good opportunity. Through the event, Yuchai can not only collaborate with numerous bus enterprises thoroughly, but also radiate to the entire field of public transport due to the great influence of the event and demonstrate Yuchais image as a collaborator.

Secondly, Yuchai will probably transform from product marketing to brand marketing through the event. Actually, the transformation has been a goal pursued by Yuchai. From Yuchais marketing process in recent years, under the condition that maintaining product lead, Yuchai has been endeavoring to enhance its brand influence among purchasers and drivers. In consideration of the enterprises future development, brand marketing is a very important measure gauge as well as a major move to push forward the twelfth five-year plan.

Lastly, Yuchai will take this opportunity to assume corporate social responsibility. Urban public transport is major urban infrastructure as well as a  social public undertaking related to the peoples livelihood. That Yuchai actively promoted the ten-city contest and strengthened the key role of public transport in promoting urban development and facilitating citizen travel are of great significance to increasing the travel sharing rate of public transport and improving the urban ecological environment.

Zhong Yuwei, deputy general manager of YM, told the press that as the sponsor of the ten-city contest, Yuchai will follow up and actively promote the event in full course. He thought that with the event will play a positive role in alleviating energy contradiction and fulfilling the national energy strategy as it goes on.

Yang Liang, Commercial Vehicle