The Weichai Group's first American International Business Conference was held on March 21, 2011 in Santiago, Chile. As a leading engine manufacturer in China, Weichai Group tried local marketing methods to promote the Weichai brand and deepen the perception and recognition of Weichai brand customers in the Americas.
Ambassador Lu Fan of the Chinese Ambassador to Chile said at the opening ceremony that Weichai, as a large state-owned enterprise, has continuously improved its product technical performance in recent years, its service network is gradually improving, and the pace of internationalization is also accelerating. It has achieved a higher brand at home and abroad. Reputation, the future With the increasing contact between foreign customers and Weichai products, confidence in Chinese products will be further enhanced, and the brand effect of Chinese products in South America will be further highlighted.
Jiang Kui, general manager of Weichai Power's subsidiary Shandong Heavy Industry Group, said that the business conference marked the start of Weichai's strategic development of the American market. The group will use this business conference as an opportunity to increase dealers and service providers across the Americas. With the support of partners, we are constantly developing and improving our products adapted to the characteristics of the region, and we have explored investing and establishing factories in Chile, Brazil and other regions to achieve product localization, service localization and management localization, and strive to integrate the Weichai brand. Build into a well-known local engine brand.
According to conference organizers, past business conferences were held in China. However, with the acceleration of Weichai's internationalization, the company found that it was more effective to formulate targeted conference schedules for different regions. For example, the conference specially prepared the seminar session. Mainly to the sales business door to listen to their real needs and suggestions. As for why Chile was chosen as the venue for the conference, Jiang Kui, head of the group, said that Chile’s political stability and economic development and the signing of a free trade agreement with China can play a role as a bridgehead to radiate the South American market.
In recent years, the demand for commercial vehicles in the South American market has grown rapidly. It has experienced rapid growth at nearly double the annual rate. In addition, some countries in South America and China have made rapid progress in trade policies such as mutual exemption of tariffs, and have now become highly concerned by Chinese mechanical and electrical export enterprises. Growth market. In the South American market, increasing market share and increasing brand awareness has become a major concern for domestic large-scale heavy machinery manufacturers including Weichai Group, Sany Heavy Industry, and Zoomlion.
As an emerging market, the Americas market has undergone development in recent years. Weichai products have been fully promoted in this market, especially in Brazil, Chile, Peru, Venezuela, Colombia, and the United States, and have had a certain brand influence. At the same time, The major OEMs equipped with Weichai engines also gradually gained ground in South America.
At present, there are about 10,000 Weichai machines in the market. According to Zhang Gengsheng, Weichai International Support Services, the Group plans to improve the sales and service network in the Americas through 3-5 years of efforts to achieve the goal of doubling sales revenue.
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