2020 is about to pass, stop and look back. Industry data shows that due to the influence of the terminal market, the sales of internal combustion engines have continued to grow in the past four months. It is particularly worth mentioning that commercial vehicles, construction machinery, agricultural equipment, ships, and generator sets have been supported. The cumulative sales of internal combustion engines increased by more than 17% year-on-year.

As the industry leader, Weichai Group is the biggest winner in the industry. This year, Weichai has created many miracles along the way. On December 28, the latest news came out that Weichai’s annual production and sales of engines exceeded 1 million units. This achievement once again aroused the praise of the industry. This year, in a market situation full of hidden reefs and uncertainties, Weichai, with its full range of product layouts in all fields, a strong technological innovation platform and a complete marketing system, ushered in a bright moment in its efforts and struggles and established itself. "Weichai Samples" in the post-epidemic era.

In 2020, Weichai will gain positions and make breakthroughs in different market segments, driving the entire series of engines and all market segments to show a trend of triumphant advancement. Among them, marine engine sales increased by 16.5% year-on-year, and sales revenue increased by 40% year-on-year. If Weichai's sales of one million units are compared to a solid foundation, then marine engines are just one of the shining stars. Although it is not a large volume, it also contains Weichai’s consistent style: "If you don’t fight for the first, you are mixing"-digging hard in the market segments, and becoming the number one in each segment; "Customer satisfaction is our aim "——Serve customers wholeheartedly and innovate uninterruptedly. For the internal combustion engine industry, technological innovation is always the core of the brand and the guarantee of the market. If the quality of Weichai's products has won the favor of users, then the strong technical strength is even more a powerful tool.

It coincides with the goal of "strengthening the independent controllability of the industrial chain and supply chain" proposed at the recent Central Economic Work Conference. Weichai's most concern is how to implement key core technologies and how to solve a batch of "stuck neck" problems. . Weichai acquired Baudouin in France to make up for the company's technology and business gaps in the field of high-speed and high-power engines.

In December 2020, Weichai WH28 dual-fuel engine made its debut at Shandong Heavy Industry·Weichai Power’s 2021 Business Conference. This is currently one of the domestic oil and gas dual-control fuel engines with the highest compression ratio, meeting China’s second-stage marine emission standards. Miller cycle technology, the maximum replacement rate can reach 93%, leading the transformation and upgrading of the industry.

At the same time, Weichai launched a new generation of high-end marine engines and marine silent units, breaking the domestic high-end marine engine market that has long been monopolized by imported products, making domestic official ships and tourist ships transform and upgrade to high-end and intelligent, and Weichai's contribution Has created a powerful "China Power". At present, the high-end marine engine represented by WP13F has been recognized by users for its professional strength and obtained batch orders. The sales of marine products have doubled throughout the year.

Based on the thinking of the whole industry chain, Weichai has been strategically deploying the marine engine field, striving steadily in the market segment that ranks first in the industry, and proceeding in an orderly manner in areas that still need breakthroughs.

According to the reporter's understanding, the domestic market for inland watercraft marine engines has an annual capacity of 4 to 5 billion yuan. Weichai's market share has reached more than 50%, and the market share of individual market segments has reached more than 80%. After firmly occupying the top position in this market, Weichai turned its attention to coastal ships.

Weichai aims at coastal transport ships, including self-priming and self-unloading sand ships, port tugboats, and business boats, business ships, sea surveillance ships and other market segments. To do a good job in market segmentation, we must ensure different market segments, different scenarios, different configurations, different products, and different prices. The only thing that is the same is professional services.

Marine engines are customized in small batches, and the requirements of customers are relatively high. In addition to excellent technology, to win the trust of users, it is necessary to think about what users think and provide customized services for customers. This is also the clear idea of Weichai's innovative management of the marine engine market. idea.

It is reported that in the promotion of WH series engines this year, Weichai launched a full life cycle solution. Weichai will also propose various alternative plans for customers until the best plan is formed. During the installation process, we provide comprehensive guidance on the process; Weichai will teach customers hand in hand in accordance with the requirements of the use and maintenance instructions for the training of ship launching and sea trials. In the post-market process, timely feedback on product issues and quick response. The full life cycle marketing of Weichai marine engines is so comprehensive and warm, it truly empowers the brand and makes the user experience more timely and intimate.

Weichai understands that rigid marketing methods that rely mainly on channel strategies and supplemented by price promotion strategies have become history. To build an excellent brand, user-centric, comprehensive and systematic overall marketing is the king. From January to November, the sales of WH series products increased by 290% year-on-year, and it is expected to increase by 430% year-on-year. Behind the continuous increase in Weichai's marine engine brand volume and product sales, it reflects the perfect support of strong product strength and innovative marketing services.Editor/Xing Wentao