"Nanjing Chuangjie Bridge", a brand that many people are relatively unfamiliar with, is rapidly becoming popular in the domestic bus and bridge market.

Different from most new players in the industry, Chuangjie did not enter the market at the beginning of its development. Instead, it chose to start from the middle and high-end and directly compete with imported or joint venture brands. So far, Chuang Jie Che Qiao has achieved the initial import substitution, become the youth bus, North bus and other high-grade bus manufacturers standard allocation, its products have even been in the demanding Shanghai and other public transport market batch use.

　　Nanjing Chuang Jie Qiao

Why can a new enterprise transform itself from a general agent of imported vehicles and Bridges into a production enterprise of passenger vehicles and Bridges open up a world in the middle and high-end market monopolized by foreign brands? The first commercial car network reporter interviewed Nanjing Chuang Jie and letter auto parts Co., LTD. Marketing director xiang Zhiheng, for the reader "reveal the secret" chuang Bridge.

Latecomers and challengers

Nanjing Chuangjie Bridge is a latecomer.

To dena, Fangsheng, Merc, ZF and other vehicle and bridge companies that have been deeply rooted in the market for many years, Nanjing Chuang Jie Bridge entered the market late, can only be regarded as a "junior". Founded in 2002, she was the main agent for the import of car Bridges from South Korea. Around 2006, she began to produce middle and high-end bus Bridges. At present, she has an annual production capacity of 30,000 (15,000 sets) car Bridges.

　　Nanjing Chuangjie Lowland panel-type rear bridge

The Tron Bridge is another bold challenger. Although she entered the market late, she started at the middle and high end rather than playing low-end brand, which is completely different from the model that many new entrants in the commercial vehicle industry start from the low end first.

Xiang Zhiheng thinks, when an industry develops fast, market promotion is relatively easy. But around the turn of the century, the pattern and quantity of the domestic bus bridge market have been basically stable, so it is more difficult to promote the market. Faced with such a situation, Nanjing Chuangjie Bridge, at the beginning of its entry into the market, chose the high-end passenger car bridge market segment that could give full play to its own advantages, as the entry point to enter the market. "Domestic products have an economic advantage over imported ones. Chuang Jieqiao hopes to make progress in this market segment with its own characteristics of perfect combination of imported quality and Made in China."

It is understood that before Chuangjier entered the vehicle bridge industry, the vehicle bridge market of high-end road buses in China was basically monopolized by foreign enterprises, mainly Zf of Germany and Merch of the United States. Domestic vehicle bridge enterprises could only fight fiercely in the middle and low-end vehicle bridge market. At the beginning of this century, Based on S&T heavy industry vehicle bridge technology of South Korea and combined with the rapid response speed of private enterprises to market demand, Chuang Chuang Soon became popular in the domestic market of medium and high-end road bus and bridge.

Xiang Zhiheng told reporters that the current chuang Jie vehicle bridge users, before basically are other imported brand vehicle bridge users. Today, nanjing gen jie axle has become a youth coach, northern coach, suzhou jinlong, nanjing jinlong, guilin daewoo, Shanghai wanxiang daewoo, jianghuai bus standard or optional, and direct export or with the vehicle exports to Russia, South Korea, Australia, Malaysia, Jordan, Chile, Argentina and more than 30 countries and regions such as Taiwan.

Switch from a road car to a bus

In the middle and high-end road bus market favored at the same time, Chuang Jieqiao also began to pay attention to the bus market.

To ZhiHeng said, in the field of bus, gen jie axle is still a main in the high-end market, especially before and after the world expo in Shanghai, a total of more than 2000 sets of gen jie axle with Shanghai wanxiang daewoo batch into the bus in Shanghai market, "Shanghai bus market is the most demanding public transport market, domestic demand during the expo, and the axle of the high reliability to ensure vehicle running well".

　　Nanjing Chuangjie Qianqiao

"The domestic market for low-floor coaches is mainly dependent on imported Zf vehicles and Bridges. Although Dena che Qiao and Fangsheng Che Qiao occupy the main share of the public transport market at present, facing the attractive high-end market, domestic vehicle and bridge enterprises often can only 'look at the ocean and sigh'. With the addition of Chuangjie Vehicle bridge in recent years, this monopoly situation is expected to be broken. According to Xiang zhiheng, Beijing's public transport authorities have started to test the front and back Bridges of the Chuang MRT bridge. The number of low-floor buses in Beijing is the largest in China, which is relatively representative in the industry and has a brand demonstration effect.

In the middle and high-end passenger car market, so that chuangjie vehicle bridge gradually entered the harvest season. In 2011, the sales volume of Chuangjie car Bridges reached 10,000, mainly sold to the major domestic mid-high-end bus manufacturers. In 2012, Chuangjie vehicle bridge sales are expected to grow by more than 60%.

Develop independent brand opportunely by external force

Generally speaking, compared with imported brands, the biggest disadvantage of self-owned brands is their weak technical strength. Especially in the middle and high-end market, self-owned brands can hardly make a difference. As an independent brand focusing on the middle and high-end market, how does Chuangjie Auto Bridge make up for its defects and seize the market?

The problem goes back to the history of Chuang Trambridge. At the beginning of its establishment, Nanjing Chuang Jie Qiao was mainly the general agent in China for S&T Heavy Industry passenger car and bridge products from Korea. Although S&T Heavy Industry in South Korea is close to its European and American counterparts in terms of vehicle bridge manufacturing technology and production level, it pays little attention to The Chinese market because the Chinese market is not its main business development direction, leading to the loss of the best opportunity for promotion in the Chinese market.

However, As the general agent, Chuangjie Bridge saw a business opportunity. By virtue of its good cooperative relationship with foreign companies, Chuang Jieqiao actively introduces S&T Heavy Industry from South Korea and advanced bus and bridge technology from Korea And South Korea And has formed a series of bus and bridge products with independent intellectual property rights. At present, the company has a series of products, such as lowland panel-type front and rear Bridges, 12m bus platform series drum/disc Bridges, 11m bus series drum/disc Bridges and follow-up steering Bridges, which can meet the needs of 6-25m large and medium-sized buses.

Xiang Zhiheng told The first Commercial Vehicle network, "The concept of Chuangjie Vehicle bridge is' imported quality, made in China '. That is to say, compared with similar domestic products, Chuangjie vehicle bridge is more cost-effective. We have a cost advantage over foreign products. At present, Nanjing Chuangjie vehicle bridge has realized the localization of imported products, and the nationalized vehicle bridge has also approached the quality of imported vehicle bridge. According to the needs of customers, we can provide S&T brand imported products for the whole bridge, as well as imported main reducing assembly, imported main reducing gear and all-domestic hierarchical series of products for the brand of "Chuang Jie Che Qiao". But our main push has been the self-owned brand Chuangjie Axle."

Xiang Zhiheng confidently told reporters that, as a national brand, "Chuang Jie Bridge" is increasingly recognized by the market. In today's increasingly clear market situation, Chuang Jieqiao is confident that in the near future, it will develop into a model of China's own brand parts enterprises.

Further reading:

South Korea S&T Heavy Industry is a comprehensive machinery manufacturing industrial group started from military industry. Vehicle-bridge and gearbox business is an important part of S&T Heavy Industry in Korea. It mainly produces truck, bus and forklift truck Bridges, supporting world-class commercial vehicle enterprises such as Daimler, Mitsubishi, American Folner Trucks and Nissan.

This article is extracted from CVworld.cn.