On the afternoon of December 18, Yuchai 2012 Marketing & Services Conference, themed Inheritance, Innovation, Navigation, was held in Yulin, Guangxi. This was the second time that the conference was held in Yuchais headquarters after 2006, and being held in parallel with Yuchais 60th anniversary celebration was of great significance.

Conference podium

Yi Hui, vice chairman of China Association for Quality (CAQ); Wang Yushi, executive vice president of China Agricultural Machinery Distribution Association; as well as more than 1,200 delegates of Yuchais machinery plants, distributors, service providers, suppliers and parts distributors got together in Yuchais headquarters to work out a blueprint for Yuchais marketing services. 

This year, Yuchai mapped out a new vision of building the worlds most competitive professional engine supplier. At the conference in commemoration of Yuchais 60th anniversary, Yan Ping, chairman of Yuchai Group, mapped out Yuchais new mission--making partner and public trust more valuable. On the occasion of Yuchais 60th anniversary, Yuchai is on a new starting point. The marketing & services conference exactly came as an important conference in this context.

Market share grows in 2011

At the conference, Zhong Yuwei, deputy general manager of Yuchai Machinery Co., Ltd. (YM) gave a keynote report on marketing, reviewing the overall marketing work in 2011 and coming up with marketing plans, marketing ideas and measures in 2012.

The year 2011 saw a sluggish market and an overall slump in the industry. In the face of the severe market situation, Yuchai, together with distributors, service providers and machinery plants, seize opportunities, tided over difficulties, forged ahead and achieved brilliant results: Yuchais sales revenues topped RMB 40 billion and its engine production and sales came back to the domestic top. In the context of the industrys overall slump, Yuchais ratio of production and sales in the industry grew positively. Particularly, amid the downturn of the heavy truck market, sales of YC6M and YCMK heavy engines grew by 0.2%. In the first 11 months, all segment markets made remarkable achievements: the production and sales of marine electric engines topped 20,000 units, with a growth rate of 139%, far higher than the industry level. In the share of the onshore generating set matching market, Yuchai outperformed many peers to rank second in the country. In the agricultural machinery market, the sales of Yuchais agricultural machinery engines were up 25% year on year. In the general machinery market, Yuchais sales were up 20% from the previous year. In the market of 30 loaders and the market of air compressors, Yuchai held a share of more than 60%. In the bus market, Yuchai maintained the industry lead and achieved sales of over 100,000 units, accounting for record 56% of the total sales of the industry.

Zhong noted the past decade was a golden decade for Yuchai. Over the decade from 2002 to 2011, Yuchais annual sales grew by 23.2% averagely, far higher than the average level of the industry. In 2012, Yuchai will, under the guidance of the marketing concept of seeking lean management, segmenting product markets, making special breakthroughs, driving terminals and perfecting service network, take measures such as special breakthroughs, key product increment and key account management, to ensure the annual marketing target for 2012.

Conference scene

Building golden network and accomplishing intensive growth with high quality and diverse new products

In 2011, Yuchai reformed management, technology, quality and corporate culture to boost product quality, Yi Hui, vice chairman of China Association for Quality (CAQ), on behalf of CAQ, congratulated Yuchai on its achievements in product improvement over the year and its brilliant achievements over the six decades. He said, since 2001, CAQ has conducted continuous surveys on Yuchais customer satisfaction to inspect its product and service quality based on customer evaluation. According to survey results in previous years, Yuchai has kept ahead in product quality, service quality and customer satisfaction for a long time. In 2011, Yuchais customer satisfaction was up 4.4% year on year, registering a new high. The result is worthy of the pride of Yuchai and its distributors and service providers.

Zhang Ting, deputy general manager of Yuchai Sales Co., Ltd. (YS), gave a service work report for 2011. Tan Dahui, chief engineer of YS, introduced new products.

According to sources, in 2012, Yuchai will continue implementing the quality strategy of improving reliability by 100% in three years and the RG reliability growth plan and extend warranty mileages of some products to ensure reliable use. In new product popularization, Yuchai will introduce new products such as YC4EG, YC4S and YC4FA horizontal engines. In gas engines, large-power and large-torque new energy engines such as YC4DN, YC4GN, YC6JN, YC6TN, YC6KN, YC6MKN and YC6LN will be launched in full swing.

Then, Yuchai will, on the basis of the existing service network, build the best and most professional service outlets by improving their capabilities of electric control repair and repairing National III and IV engines, thereby better serving customers and building a broad and good golden service network.

General Manager Wu Qiwei made a concluding speech, saying this year is Yuchais 60th anniversary. Six decades again, no one would have thought such a small plant that could only manufacture single-cylinder engines could grow into an engine enterprise with the most complete range of products; six decades again, no one would have thought such a remote enterprise could walk out of Yulin and Guangxi to the country and world. We often said our traditional market is in southwest China, but now our business has spread all over the country and only segment markets can accurately describe our prominent advantages in certain fields. Yuchais astounding development over the six decades benefited from the support from local governments, from the characteristics of its all-embracing corporate culture, from the unremitting efforts of all Yuchai constructors and the full support of all service providers and distributors.

Wu noted, in 2012, Yuchai will, under the principles of specialty segmentation, reliability and applicability; lean manufacturing, quality improvement; collaborative innovation, intensive growth; benchmarking and winning through competition, comprehensively improve business quality, accomplish intensive growth and make greater leaps.

Yuchais development history has proved Yuchai can accomplish common and rapid growth as long as it join hands with service providers and distributors, hoping all service providers and distributors would, together with Yuchai, move on to achieve greater success.

Yi presents the award to the winner

Also, the conference presented awards to outstanding service outlets and distributors in marketing work in 2011.

In the meantime, a record 57 high-tech Yuchai marine electric engines that pioneer the trend of the low-carbon economy was on show at the conference. Also, YC6K, YC6T, YC8C, YC12VC, as well as NY9320 manufactured by CSR Yuchai Sichuan Engine Co. Ltd. and several other large-horsepower engines, , were exhibited, which are applied in several fields such as ship, truck, bus, agricultural machinery and new energy.

State and local news media outlets, including Peoples Daily, CCTV, China Automotive News, China Industry News and Wen Wei Po covered the conference in real time. 

(Text by Song Yonggeng, photo by Wen Zhenghua/Lu Xucong)