China Heavy Truck Export Heavy Truck Faces "Quality Door"

To ensure the internationalization of companies and consolidate their position in overseas markets, we need to do a good job in brand building, product quality, technical support, and quality services. However, China National Heavy Duty Truck is obviously not yet fully prepared in these areas.

In recent years, Sinotruk has always believed in the business philosophy of "If you do not do the international market, the company will not get a long-term development," and actively go out to expand overseas markets and achieved certain results. However, with the increasing integration of the global economy, it is impossible for transnational development to have lofty aspirations. To ensure the internationalization of companies and consolidate their position in overseas markets, we need to do a good job in brand building, product quality, technical support, and quality services. However, China National Heavy Duty Truck is clearly not yet fully prepared in these areas. In recent days, China Heavy Truck's HOWO heavy trucks have faced a severe test in Iran because of quality problems and poor after-sales service.

HOWO heavy truck encounters security problems

The new generation of HOWO trucks produced by China National Heavy Duty Truck has entered the Iranian market since 2005. As a new force, it has made tremendous contributions to the Iranian transportation industry. HOWO trucks have also developed rapidly in the Iranian region. However, due to the poor quality of the HOWO brake system, various problems were eventually exposed by the media. According to Iran’s “Hamshahri” report, there were 373 accidents between HOWO trucks in Iran last year and the year before, resulting in a large number of casualties. The Director of the Iranian National Transport Agency requested the import company of HOWO trucks to stop the operation of 13,000 trucks on the Iranian highway as quickly and quickly as possible; HOWO truck company should recall the trucks they had sold and reinstall the brakes. Trucks that are not sold at the same time also need to be reinstalled. If you do not reinstall and maintain the vehicle, such deaths will continue on the highway.

Once this news was published, it immediately caught the attention of people both inside and outside the domestic truck industry, and once again pushed the export quality of Chinese trucks to the cusp of the export.

Braking performance is one of the main features of the car, it is related to traffic safety. The unreasonable matching of the entire vehicle brake system will result in the brake system being unable to provide enough braking force under the full load condition of the entire vehicle, so that the braking effect of the vehicle cannot meet the requirements of use, and the brake weakening or failure may occur. It is extremely unsafe to drive on a mountain road. In this case, experts pointed out that although current HOWO commercial vehicles also use traditional exhaust-assisted braking devices, its performance is far inferior to domestic WEVB exhaust valve braking systems.

The media contacted China National Heavy-duty Truck Group Promotion Department Director Ni Guixiang on this matter, but Sinotruk has not made any reply to this matter.

Overseas sales need to be improved

The international automotive industry has always regarded the diversified products as the core competitiveness of auto companies. However, for Chinese auto companies, especially those heavy-duty companies that are actively exploring overseas markets, excellent product quality and safety performance are Winning capital in fierce international competition. However, at present, the main competitive advantage of China’s auto exports is still the price. This has led some commercial vehicle companies to undervalue the export products and simply pursue the export volume, but they do not pay enough attention to the quality and safety issues of the products. An industry source told the author that as the self-owned brand China Heavy Duty Truck HOWO heavy-duty card from the offline, the price in the domestic market is very low, but the problem is also more. HOWO heavy trucks are currently sold in the domestic market with no foreign markets, and are mainly exported to overseas markets.

Not paying attention to product quality and safety may bury huge hidden dangers: If the proportion of major traffic accidents caused by trucks exported from China continues to rise, it will not only affect the development of the company, but also most likely damage the overall interests of China's auto brands.

Therefore, the use of price as a competitive advantage in exports is a very short-sighted behavior. Enterprises should devote more energy to focusing on the quality and brand of products. Although the gap between R&D capacity and manufacturing process of Chinese truck companies is gradually narrowing compared with that of developed countries, there is a big difference in brand building and service quality. Experts pointed out that many auto export enterprises in China rely on foreign distributors to achieve vehicle sales and provide after-sales services, or rely on our professional export companies to open up overseas marketing channels, and do not have their own complete sales channels and service networks in the international market. This undoubtedly puts his own fate in the hands of others. The overseas export service system of enterprises with large export volume is also relatively weak. There are still many tasks to be achieved to achieve such standards as convenience, speed, and multiple outlets.

An insider who knows HOWO heavy truck overseas development tells the author, “China National Heavy Duty Truck's exports are doing well, but overseas maintenance is very lacking. Along with a large number of exports, overseas after-sales services should also be followed up promptly. My Iranian friends have reported to me. Say, HOWO cars are running all over Iran, but 'one' (parts) is hard to find, many people complain about this.In fact, this is also a portrayal of Chinese auto exports, cars are not like clothes, you can change it yourself There is no spare part, or what part is missing, it is likely to become a waste product. So after-sales service must keep up."

The success of transnational development The development of overseas markets has always been an important goal and direction of the development of China National Heavy Duty Truck. In the year of fierce competition in the domestic market in 2009, and the “distinctively worse performance” of overseas markets, many commercial vehicle companies will break through their choices. In the domestic market, China National Heavy Duty Truck Group has not recovered its vision from the vast overseas market. It is convinced that internationalization is bound to be an important development direction of the company, and it will never be shaken by the temporary crisis. Over the past few years, China National Heavy Duty Truck commercial vehicles have achieved good results in exports, and it is indeed hard-won. This is undoubtedly the result of fierce competition and step by step. However, the current product competitiveness has not only been limited to cost-effective, the quality of products obtained. The recognition of overseas markets is the most crucial. If there are flaws in product quality and after-sales services, the loss is immeasurable, not only will it lose its competitive advantage, but it will also damage the image of overseas consumers and affect the overseas market of the product in the future. The exit.

There is no market without services. This is the reason why the global automobile market is universal. With the gradual increase of domestic automobile exports, establishing a strong independent brand as soon as possible is an urgent problem that China's automobiles need to solve in order to enter overseas markets, and doing a good job of service is the only way to establish overseas brands and an effective shortcut. For export companies, increasing R&D efforts, improving product quality, strengthening after-sales service, gradually building a good product brand image, and continuously improving the satisfaction of overseas customers are the successful ways for Chinese companies to develop internationally.