Page 40 - TBN-2014-2

Dongfeng Sees Great Potential in Malaysian Market
During his recent field study trip to Malaysia, Yan Zhengwei, Managing Director - Overseas Business Dept, South East Asia Second Dis- trict for Dongfeng Commercial Vehicle Company said exclusively to Truck and Bus News that the company views the Malaysian market as an important market.
“For us each and every market is important, regard- less of its size, complexity or economic structure. With approximately 2,000 to 3,000 units of heavy duty commercial vehicle sales, and 4,000 to 5,000 units of used commercial vehicle sales per year, we see great potential in the Malaysian market. There
is ample space for us to grow. ”
The trip, according to Yan was very fruitful. It allowed Dongfeng to move beyond theoreti- cal understanding and provided them with a chance to observe and understand the mar- ket better. Yan says every market is unique and Malaysia is no different in that respect. There are differences in application, road conditions, vehicle models, as well as mar- ket requirements, etc.
“We were in Indonesia for a month before we came to Malaysia. Even though Indonesia is a neighbour- ing country of Malaysia, there are differences along the lines of what I have mentioned above. The visit to Malaysia and Indonesia will help us gather vital in- formation to further enhance our products and also come up with better sales and marketing planning for growth in these two markets.”
According to Yan, Dongfeng maintained its position as one of the top 10 commercial vehicle manufactur- ers and also the No 1 brand in the medium and heavy duty commercial vehicle segment in China last year. “With annual sales of around 300,000 units, we hold the leading position within the domestic industry for medium and heavy duty commercial vehicles. We are able to maintain this position because our prod- ucts are competitive and strong in market adaptation, in addition to our core strength - the implementation of complete value chain management. ”
The cooperation with Dongfeng Commercial Vehicle Malaysia, Yan stressed, has greatly shortened the distance between the customer and manufacturer (Dongfeng China), especially in product applications, market requirements and cultural differences, which help them to develop a deeper understanding of user needs. This, Yan said, will improve customer satisfac- tion and ultimately increase their market share in the local market.
38 truck & bus news › 2012/2
Yan Zengwei (right) & Cui Qing
东风在大马市场
看到巨大商机
东风汽车有限公司东风商用车公司海外事业部--东南亚第二 商务代表处大区经理严政伟，最近到马来西亚进行实地考 察。他在接受《卡客车新闻》专访时表示，东风将马来西 亚视为一个重要的市场。
“对我们来说，每一个市场都是重要的，不论它们的大小和经济结 构。大马重型卡车的年销售约有2，000至4，000辆，而二手重型卡车 的年销售量则介于4，000至5，000辆之间，因此我们在大马市场看到 巨大的商机和成长空间。”
这个实地考察，据严政伟说收获良多。它使东风对市场不至于停留在 理论上的认知，并提供了他们一个观察和更理解市场的机会。严政伟 说每一个市场都是独特的，大马也是，不论是产品应用、路况、车款 及市场需求等，都不尽相同。
“到马来西亚之前，我们先去了印尼一个月。即使是作为马来西亚邻 国的印尼，在各方面也有如前所述的种种不同之处。马来西亚和印尼 的实地观察协助我们收集重要的信息，以更进一步加强我们的产品， 为我们在大马和印尼带来更好的销售和市场策略。”
据严政伟说，去年，东风不但保持了它是中国10大商用车制造商之一 的地位，其中重卡品牌也位居第一。“以大约300，000辆的年销售 量，我们在当地的中重卡商用车领域中领先。我们能够保持这个地位 是因为我们的核心优势，也就是在实施完整的价值链管理之外，我们 的产品不但具有竞争性，而且拥有很强的市场适应力。”
与东风商用车马来西亚的合作，严政伟强调，大大缩短了客户和制造 商之间的距离(东方中国)，特别是在产品应用、市场需求及文化差 异方面，协助他们更了解用户的需要。严政伟说，这将提升客户的满 意度，并在最终增加他们在本地的市占率。