U.S.A

Vietnam as a country full of economic vitality in Southeast Asian has achieved constant development in infrastructure construction in recent years. Its narrow and long territory also gives it long coastline and extensive marine industry. As a result, the demands for logistics vehicles, engineering vehicles and special vehicles are continue to increase. In this context, after nearly three months’ market investigation, technical exchanges and business negotiations, XCMG automobile division and Import and Export Company cooperated to create a series of high quality heavy truck products catering to the Vietnamese market and customer demands, realizing major breakthroughs in the Vietnam market.

At present, the market ownership of heavy truck products in Vietnam is about 30,000 sets, heavily relying on import. In the fierce competition, XCMG as an emerging brand progresses firmly and steadily. To know the market demands, leaders of XCMG Import and Export Company and Automotive Division went to Vietnam for field investigation. By visiting dealers and customers and listening to their opinions and suggestions, they found that Chinese brands accounted for half of the imported brands, but customers had bad feedback for the homogenization effect, price confusion and complicated channels. Realizing the problems, they immediately decided the differentiated competitive strategy, that is, to set Hanvan heavy truck series as the breakthrough point and strive to create differentiated high quality products. Through unifying distribution channels and standardizing the market price, XCMG brand would subvert the impression for Chinese brands of Vietnamese customers. At the same time, dealers jointly held large-scale product promotions. They invited more than 400 big customers in Vietnam, and achieved a sale of 300 units on site, bringing a XCMG brand tornado in the Vietnam market.