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As of September
2006, King Long (Suzhou)'s HIGER bus has achieved sales of $80 million in overseas
markets. This translates into an amazing year-over-year growth rate of 433% from
2005, when sales grew to $15 million from merely $3 million in 2004. HIGER bus
outstanding sales in overseas markets not only stunned its competitors in China,
but also far exceeded the expectation of Suzhou Kong Long's general manager Wu
Wenwen. HIGER
A80 was first listed in the catalog of The 19th Edition of High Class Three Bus
Products, which was issued by the Ministry of Transportations in mid October,
2006. This puts King Long United Automotive Industry (Suzhou) Co. Ltd the ninth
bus manufacturer in China in this category. The
8-year-old Kong Long (Suzhou) is enjoying fast growth in other areas as well.
In the first nine months of 2006, King Long has sold 9,977 buses, up 37.77% year-over-year.
Its market share in domestic large-scale and middle-scale bus markets has exceeded
10%. All of these make it the fastest growing bus enterprises in China. Besides,
its sales growth rate is the fastest among major bus enterprises in China, achieving
260 million Yuan of sales in the first nine months of 2006, up 37.01% from previous
year. However, Wu Wenwen is far from being satisfied with all these achievements.
He takes Suzhou King Long's success as an opportunity for further expansion. At
present the second phase of factory is under construction. After the new project
is completed, the throughput of HIGER series can reach 18,000 units. 
Marketing
and Brand Development In
2004, with the philosophy of "Remarkable Safety, Considerate Service",
King Long's HIGER bus was first awarded The Best Safety Bus from BAAV Asia in
2004, and since then has consecutively won the same award for the last three years.
Everyone in Suzhou Kong long cherishes this honor and strives for better safety
features. Developing
HIGER Own Style In
the second half of 2005, Suzhou King Long started a Comprehensive Quality Management
campaign within the organization. In this campaign, it was stressed that quality
design and manufacturing were only part of the quality concept. General Manger
Wu Wenwen encouraged all Suzhou King Long employees to talk about Style instead
of quality, because Style not only means superior quality, but also enterprise
characteristics. As pointed out by Wu Wenwen, "Ultimately we need to develop
our own style. It is fine to study, to imitate, but is it absolutely not ok to
copy". 2006 was the Year of Marketing for Kong Long, with the single most
important mission being promoting King Long Style. Go
Overseas Middle
East, Southeast Asia, Africa, America, and Europe are major exporting markets
among Suzhou King Long's overseas footprints, with Middle East the most important
region. King Long has chosen Jordan as its sales base and has employed local Chinese
representatives to develop businesses in this area. Jordan was picked because
of its proximity to Suzhou King Long's major markets, such as United Arab, Qatar,
and Syria. In Southeast Asia, Thailand was chosen as the base. A CKD factory will
be set up there. The first seven technicians have been sent in preparation of
this operation. Wu Wenwen said, "Suzhou King Long will not just stop at one
country or one region. However, we cannot afford to get entry to a market and
then quickly lose it. We have to make consistent, strong presence in each market
we develop overseas."
As
of now, Suzhou King Long has registered HIGER logo and trademark in over 30 countries.
HIGER bus has been certified by Euro EEC, Arabia GCC and Russia GOST, with US
FMVSS certificate under way. Without
a doubt this is a project that takes a lot of time and efforts. Wu Wenwen recognizes
the challenges more than anyone else. He said: "A big tree needs deep roots,
otherwise it is susceptible to even a gust of slightest wind. We are going to
work hard and steadily for another eight years. We hope, and we believe we are
able, to make Suzhou King Long one of the top brand names in the world."
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