The “One Belt and One Road” Experimental Field in Chengchichao Road, Turkey

Turkey is bordered by the Black Sea in the north and the Mediterranean Sea in the south. It is the crossroads connecting Europe and Asia, and the gateway to the ancient Silk Road to Europe. Today, Turkey, with its excellent geographical location and stable economic situation, plays an important role in promoting the construction of the “Belt and Road.” Weichai's overseas target markets are highly in line with the national “One Belt and One Road” strategic coverage area. With the help of “local manufacturing + overseas support + direct export” model, after more than ten years of hard work, it has become the forerunner of the “Belt and Road” in the industry. As an important overseas market for Weichai, Turkey also has another major mission compared to other regions: the experimental field for exploring the European market.

Weichai Exploring Road “One Belt and One Road”

Locally, Weichai’s shipbuilding and power generation products have established a good brand image and harvested a large number of loyal customers. On this basis, Weichai is striving to start the industrialization of Euro VI products and plans to promote commercial use in the next few years. The volume support for vehicle power was radiated from Turkey to other countries in Europe, and Weifang’s international operation level was comprehensively improved.

Establishing a base area

Turkey has a long coastline, developed fisheries, and has a large demand for ship machines and power generation equipment. After many years of careful cultivation, Weichai has now formed a pattern where power generation equipment and ship engines can drive together. In order to increase development efforts, Weichai took advantage of the situation to establish a Turkish company, and plans to establish a warehouse center for accessories in the local free trade zone. With Turkey as the center, it will rapidly expand its accessories service to markets in North Africa and Europe to increase The market responds to efficiency and reduces service costs.

Establishing a company and accessories center library in the local area is a powerful measure to further expand the local market in Weichai. Hao Feng, the European manager of the import and export company with many years of overseas work experience, told the reporter: “The establishment of the Turkish company means that we have upgraded from a 'guerrilla' to a 'formal army'. This not only helps us to take root in the market, but also seeks out partners. Provide a platform for the introduction of local talent."

The localization of talents is an edge for Weichai to open up overseas markets. Their language and cultural advantages and their familiarity with the market are particularly helpful when opening up unfamiliar markets. Turkish young man ENCAN YAZICI joined Weichai Turkey Sales Team in July 2014. One year after joining the company, his cheerful personality and high professional qualities allowed him to quickly integrate into the team and cooperated well with Chinese colleagues in specific businesses. His sales performance was quite good and won the team's appreciation. As the head of the European team, Hao Feng had jokingly used "cost-effective" to evaluate ENCAN YAZICI. After a period of practice, Hao Feng has quite an idea about the appointment of local talents: not only must they be introduced, but also must be used. Moreover, local talents + Chinese talents' reasonable collocations are the best way to inspire them to exert their respective energy. Under the guidance of this idea, the Turkish company will increase the introduction of local talents and do a good job of talent reserves for the future in the field of commercial vehicle development.

Excellent selection of channels, promotion of informality

Channel construction is the most important task for Weichai to cultivate overseas markets. What kind of dealer is the most suitable? How many dealers need to be developed to achieve the best condition?

After many years of exploration, Turkish companies have their own judgment principles. In their view, in addition to considering the strength of dealers, it is very important whether high-end Weichai products can be agreed with Weichai. “Distributors are our close partners, and there is also a game of interests. We must ensure their interests, but we must also guide them to actively maintain Weichai's brand image. When doing marketing, they do not make one-shot sales, but consider long-term. Cooperation benefits."

In terms of the number of development partners, Turkish companies adhere to the principle of “go better than to go faster”, do not blindly advance, combine current strength with mid- and long-term planning, rationally distribute channels, and focus on fostering 3 important partners. Especially in the highly competitive commercial vehicle sector, it is particularly important to choose a suitable OEM factory. In this regard, the Turkish company has its own plan of action. In June and July this year, Turkish companies invited a local influential truck factory to visit Weichai headquarters. The scale and strength of Weichai made this truck factory high-rise. It was quite shocking and expressed the willingness to deepen cooperation.

Promotional activities are the “regular movements” that open up the market, but Turkish companies have played these “regular movements” quite “informal”. There are a large number of fishermen in coastal townships in Turkey. They are potential end customers.

Because of the long distances and scattered distribution, large-scale exhibitions and events are conducted in big cities, and influence often radiates less than townships. In the face of this gap, Turkish companies and distributors will launch product promotional vehicles to towns and villages to allow fishermen to observe products at close quarters and learn about Weichai's technology and services. “The cost of mobile promotional vehicles is low and the effect is good. The fishermen who place orders on the spot are in an endless stream. Not only has the relationship between Weichai and end customers been closer, but it is also a very good market research and provides us with future product pricing and promotion positioning. Valuable data support."

Turkish companies also put forward the concept of “the most suitable customer”. They believe that the use of sophisticated products and meticulous services to nurture a “best customer” has no better effect than other promotion methods. “The most suitable customers are, to a certain extent, our most powerful communicators. Their influence in the customer base is very large. Currently, such customers are gradually forming in various market segments.”

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