Yuchai’s rebranding is not only beautiful, but simple. After five Yuchai days were rebuilt, Yuchai started to plan the world and go to the international stage. What is the short board that it needs to make up for? This is not a sign that he does not attach importance to the conference. As the chairman of the board of directors, he wants to make himself slightly easier. In 2005, it was a remarkable year for Fuping and Yuchai Group. At that time, due to the state’s macroeconomic policies and the rise in oil prices, the heavy truck market experienced a 32% decline, which led to a negative growth in the engine market for many years. In the same year, Zhang Ping, then director of the development and reform commission of Yulin City, Guangxi Zhuang Autonomous Region took office. Chai Group Chairman and Secretary of the Party Committee. At that time, Yuchai's annual sales revenue exceeded 10 billion yuan, making it the world's largest independent diesel engine manufacturer. As an "new head," Yuchai is an opportunity, but he has not done any of the automotive industry before. This is even more. A challenge. Where will Yu Ping bring Yuchai? The industry is worried about expectations. In 2010, Yuchai Group realized a total tax-included sales revenue of 36.838 billion yuan, a year-on-year increase of 35.45%. This is the first time that Yuchai Group has entered the ranks of 30 billion yuan. Compared with 2005, sales revenue grew from 12.138 billion yuan to 36.838 billion yuan, equivalent to the creation of two Yuchai in five years. The number has soared, fulfilled and exceeded the promise made by Zhang Ping when he took office. How big the heart is, and how much the dream is there is of course not satisfied with the status quo. Yuchai Group positioned itself as “two product chains and multiple industry groups†during the “12th Five-Year Plan†period. “Two product chains†refers to the engine product chain and the engineering machinery product chain. “Multiple industrial clusters†refers to the “Yuchaiâ€-based enterprise groups that are divided according to industries, and are mainly based on the current industrial structure, expanding or entering new areas. In accordance with Yuchai's plan, it strives to achieve sales revenue of Yuchai exceeding RMB 100 billion at the end of the “Twelfth Five-Year Planâ€, and it will enter into the RMB 100 billion Group to achieve simultaneous growth in total profits and sales revenue. Behind these simple figures, Fuping is actually not easy, and the success of Yuchai’s internationalization strategy will become an important step. Once again At the beginning of the appointment of Yu Ping as the chairman of Yuchai, he had already had the ambition of globalization. The target set at that time was to achieve 30% or more of exports for three years. Yuping did not break promises. Yuchai's engine exports have been developing rapidly in recent years. It has 13 offices overseas, has more than 30 overseas distributors, and has after-sales support for spare parts in more than 50 countries. The products are exported to Southeast Asia. In more than 80 countries and regions, such as the Middle East, Latin America, Eastern Europe, and Africa, the engine has more than 110,000 units overseas. The Euro V diesel engine exported by Yuchai is now receiving attention from the international market, showing the level of “Made in Chinaâ€. In the future, Yuping hopes that Yuchai’s products will compete with international brand engines in the global market. The internationalization strategy seems to begin with rebranding. At Yuchai's marketing service conference, Luan Ping and Zhang Xiaoyu, executive vice president of the China Machinery Industry Federation, and Hui Hui, vice president of the China Quality Association, jointly promoted the new logo and launched the new Yuchai Machine logo. The reporter found that compared with the old logo, Yuchai’s new logo removed the word “yuchaiâ€, and under “Yuchai Machinery†added “YC Diesel,†the overall change did not seem to be significant. In fact, the company's bid changes are far from simple! In the business world, rebranding is not new. Starbucks has implemented a global change of standards. Li Ning changed the mark so that old users can't accept the new standard at once and think that it hasn't looked good in the past. But the fact is that there are often three important reasons why a company changes its mark: First, the restructuring of the company requires a change of mark to reflect this change; second, the company needs to go to the international market; the previous logo does not conform to international standards; The major changes in strategy and marketing will take place. Yuchai and other two replacements are the third reason. The English “Diesel†added to Yuchai’s new logo means that Yuchai’s machine promotes the innovative spirit of Diesel’s invention of the first diesel engine, inheriting passion and driving excellence. Yuyi is committed to international roads, environmental protection, technology, and excellent driving force. It will become a market leader and have a sustainable development strategy. This is also the 60-year-old Yuchai’s new strategic focus in the next five years. Filling the short board On the road to internationalization, Yuchai needs to solve a short board, which is particularly important for Yuchai. All along, Yuchai has hit the world with its traditional superior product, the medium-sized machine. At present, the market competition situation is extremely fierce. At the outside, it is constantly catching up with competitors and suppressing it strongly. Traditional advantages are being impacted and eroded. The road car plate market has been relatively weak, and the development of heavy machine market is also more difficult, but the quantity of heavy machines is related to the future of Yuchai. In 2009, China's logistics demand showed a trend of growth rate. By 2010, domestic logistics fixed asset investment increased by about 15%. The rapid development of the logistics industry has greatly stimulated the market of tractors and trucks for road transport. Its market demand accounts for more than 65% of the commercial vehicle industry. "Heavyweight market battle, to the heavy machine sales, to become the first project in 2011 and the next five years." Fuping said. Although it was a short board, in 2003 Yuchai began to prepare for the development and product layout of heavy-duty diesel engines. In the layout of heavy machinery products, YC6L diesel engines are locked in light weight highway heavy trucks, while YC6M diesel engines are focused on heavy construction vehicles and semi-tractor tractors. At the 2010 Yuchai Machinery Marketing Service Conference, Fuping repeatedly asked Yuchai’s media to pay attention to Yuchai’s YC6K heavy-duty diesel engine. This is Yuchai’s eight-year development and accumulation of quality products. At the beginning of this year on January 26, Yuchai held the YC6T-18L and YC8C diesel ignition ceremonies in the laboratory of the Engineering Research Institute. These two diesel engines are products of significant strategic significance to Yuchai and are the product spectrum of Yuchai Shipbuilding. The further improvement. The birth of the two products extends the power coverage of Yuchai's marine electric products, which further enhances the market adaptability of Yuchai products. Yuchai’s competitiveness and status in the ship power market have been greatly enhanced. Now, Yuchai has created the most abundant and complete product chain in China's diesel engine industry. The main products are used in automotive, marine, construction machinery, agricultural machinery, power generation equipment, passenger cars and other diesel power 6 categories 22 series, micro-car, light, medium and heavy multi-cylinder diesel engine, power coverage of 12 kilowatts ～ 880 kilowatts, is the first choice for domestic commercial vehicles, construction machinery, agricultural machinery, etc., and the product reputation will be further improved. Yuchai proposed a new goal: In 2011, the engine production and sales volume exceeded 600,000 sets, and the 60th anniversary of the construction of the plant was given. Among these, Fuping set a "make sure 120,000 units, fight for 130,000 units, and challenge 150,000 units." "The goal. This seemingly difficult figure, Fuping is still well-established. In 2010, Yuchai has invested 50 million yuan in spare parts for heavy machinery, and Yuchai, which includes the joint power company in Wuhu, Anhui, has a total capacity of 230,000 units per year. Machine production capacity. With the development of Yuchai in the heavy machine market, Yuchai has taken a big step toward global positioning. It is foreseen that there will be rapid growth in 2011, which will also complete Yuchai's 2011 sales of 630,000 units. The goal of competing for 680,000 sets was foreshadowed. 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