In 2007, Xiamen Jinlong continued to achieve rapid and steady growth. From January to November, it sold a total of 11,102 passenger cars, an increase of 24% year-on-year; sales of 4.035 billion yuan, an increase of 23.7%. Xiamen Jinlong has enhanced its product competitiveness by integrating and optimizing its product chain.
Market performance is superior
In 2007, Xiamen Jinlong implemented a series of integrated improvement actions in the product field. From product planning to product development and design, to product quality assurance, and product promotion to the market, new explorations and innovations were made, and product optimization was upgraded. In the horizontal and vertical directions continue to lead in-depth, product lines more complete, superior products more competitive. Its main performance is:
-- The full range of growth of road passenger car products. From January to November of 2007, Xiamen Jinlong achieved a 27.6% year-on-year increase in the total sales volume of road passenger cars. Moreover, all of the product ranges of road passenger cars have grown, which fully demonstrates the strong market competitiveness of existing product lines.
-- Reasonable growth of urban passenger car products. From January to November 2007, Xiamen Jinlong Bus Products sold a total of 2,728 vehicles, an increase of 10% year-on-year. Since the beginning of this year, Xiamen Golden Dragon initiatively reduced the growth rate of public transport products, paid more attention to the quality of orders, and changed its direction towards high-end and large-scale production. This trend has been continuously obtained from coastal, developed cities such as Beijing, Hangzhou, Guangzhou, Shenzhen, and Xiamen. Bulk orders reflect more obvious.
—— The performance of new products is eye-catching, and the sales contribution rate has increased significantly. According to statistics, in 2007, Xiamen Golden Dragon's new product market contributed more than 30%. In terms of sales volume, the strong launches of new products, Czech Republic, China Motor Bus, and 2006 “Tour Coaches of the Yearâ€, the XMQ6126, have become the two highlights of sales of Xiamen Golden Dragon products in 2007. It is expected that the annual sales of the Czech Republic crown series will be 2,000. As a net increase, sales of the XMQ6126 model increased nearly 9 times year-on-year, becoming the absolute main force of the Jinlong bus.
- Focus on market segments and successfully develop Blue Ocean. On August 10, 2007, the XMQ6139B airport shuttle bus, which was pioneered by Xiamen Golden Dragon, passed the approval of the National Civil Aviation Administration. On November 22, the first sales signing ceremony of the vehicle was held. Xiamen Jinlong took the lead in China’s bus companies to jump into the airport blue car market.
Enhance enterprise competitiveness by integrating and optimizing product chains
The Chinese bus market has a low starting point, rapid changes, a high degree of differentiation, and a huge demand group, which has led to a variety and complex market demand. How do companies win in this market environment? In 2007, Xiamen Jinlong passed scientific and rational product planning, integrated and optimized its own product chain, and improved its competitiveness in the market. Its main approach is:
- New product planning, precise guidance. In order to scientifically and rationally plan the company’s existing product lines and increase the market success rate of new products, Xiamen Jinlong established a special product planning department—marketing class in early 2007—to conduct full-time market research and analyze the real-time changes and future development of the research market. The trend provides scientific basis for new product development and layout adjustment. For example, in the launch of the Czech Republic-China CMB, the market research, industry policy analysis, and market potential demand assessment started in the first half of 2006, as well as unified platform production, new technology application, dynamic matching adjustment, and new model innovation and design, etc. It fully reflects the great guiding role of product planning in development and greatly improves the efficiency of product development and market success rate.
——Structural adjustments are all strong. In 2007, Xiamen Golden Dragon's several product adjustments accurately met the general trend of changes in the industry's market, and effectively promoted the sales growth of the full range of products. First of all, the 6-meter light passengers have grown against the market; secondly, they have optimized and updated 7 to 9 meters of medium-sized passenger bus products to change the disadvantaged situation of China and Pakistan; and thirdly, they focused on creating bus models of more than 10 meters and maintaining traditional advantages, with particular emphasis on Maintain the traditional advantage of a 12-meter product.
-Strategic layout to ensure advantages. In the process of product launch and promotion, according to the development trend of different markets, customer needs, product characteristics, adopting a differentiated product layout strategy, not only taking into account the market share and profitability, but also taking into account the company's own development needs and industry development needs, to ensure The advantages of Xiamen Golden Dragon in the market competition. Xiamen Jinlong identified Longwei as a representative of the 2007 brand products. Apart from winning the “Bus of the Year†at the Shanghai International Expo, it also became the protagonist of Xiamen Jinlong’s “Discovery Journey†and made eye contact during the tour. . In terms of advantageous products, the good performance of various products represented by XMQ6126 in 2007 has consolidated Xiamen Golden Dragon's dominant position in the large passenger car market and strengthened the good reputation of Golden Dragon buses in the minds of customers.