Recently, the reporter visited Syria with the 4th China International Automobile Exhibition and saw a very attractive market. According to Abdul, the Syrian Ministry of Information official who accompanied us, Syria’s annual demand for cars is 43,000, pickups, light trucks, heavy trucks are about 11,000, and other vehicles are 2,000, relying mainly on imports. Satisfy.
The tour was conducted in five cities in Damascus, Homs, Hama, Aleppo and Latakia in Syria. Along the way, local commercial vehicles were mostly in Europe and America in the 780s and even 60s of the last century. Japanese products are in poor condition. Occasionally, the new cars are not China's Chery QQ, Geely, Xiali, Iran's SAIPA or South Korea's Hyundai and Kia. With the economic development, Syria’s demand for cars is increasing. Mr. Shaikh, who has the reputation of "King of Investment", also revealed a very important message. The Syrian army will completely replace the existing military vehicle. This is another attractive cake.
Another tantalizing point is that the way Arab merchants do business is quite similar to the ancient Chinese business style of “Little Manâ€. Some people say that Syrian businessmen can squeeze ants to drink milk, which is astute, but once an agreement is reached, they will strictly follow the agreement. Take Jianghuai Auto Dealer as an example. Immediately after signing the agreement, 30% of the advance payment will be paid. The vehicle will not be delayed until the full payment is made.
There is a market leader. Since the end of 2003, Chinese auto makers such as Futian, Jianghuai, Jiangling, Dongfeng, FAW, Geely, and Yutong have landed in Syria, looking for agents, establishing 4S stores and maintenance centers in their central cities. After more than two years of development, all manufacturers have gained. Futian exported 1,000 cars to Syria last year and is expected to reach 3,000 this year; Xiali was ranked as one of the best-selling models by the locals last year, with cumulative sales of more than 6,000 vehicles; Yutong is a latecomer, but 50,000 to 80,000. The dollar bus also sold more than 60 vehicles.
According to statistics of the China Council for the Promotion of International Trade, in 2004 China exported 19,487 cars to Syria, which amounted to US$71.51 million. Although the results are good, the overall image of the Chinese car has not been established in Syria. According to the export situation of China's auto industry, China National Machinery Industry Federation proposed to adjust the export strategy, namely the "high starting point, low cost, and position war" 9-character principle. To achieve this goal, we need to use a new model to operate automotive export trade.
Mr. Sheikh once put forward a proposal to set up a pavilion in Chinatown in Damascus, Syria to highlight the overall image of Chinese cars. However, the auto companies responded to this with no response. Through this exhibition tour, the reporter felt that there was indeed a very good effect of the concentrated display and parade in the bustling streets. When we passed by a fleet of 33 vehicles of various kinds in the central blocks of five cities in Syria, citizens rushed to the streets to watch and the response was very enthusiastic. When we made a temporary stop in a certain city, people constantly came to inquire about the price and performance of the tour car, and they showed great interest in Chinese cars.
This type of tour exhibition, known as the "live car show," should be said to be very suitable for the current state of automobile development in China. Of course, Chinese cars must really occupy the market and get the support of the local government and the people. They must also build factories in the local area so that the government can have taxes and the people have jobs. The good news is that some of our auto companies have realized the importance of building factories locally. Beiqi Futian plans to build an assembly plant in Syria within two years. Syria has prepared US$5 million in funds; FAW plans to move a production line to Syria, and Jiangling, Jianghuai, and others have long-term plans for building factories.
With the market how to operate? Mr. Sheikh hoped that China's auto companies: First, seize the current opportunities and fully enter the Syrian market. Because once Syria adopts a more open policy, Europe and the United States cancel the economic sanctions on Syria, the existing advantages of Chinese companies will disappear; the second is to pay attention to after-sales service. He had heard complaints from Chinese local friends about the difficulty of repairing Chinese cars. Although this is an example, it is easy to have a conductive effect among local people and thus affects the overall image of Chinese cars. Third, it is necessary to advertise with local characteristics. For example, the concept of the screen should be based on the background of the desert, and the characters should choose Arabs, etc. This is more in line with the appreciation habits of the local people.
China’s auto exports have also seen a booming scene, but there is still a long way to go to achieve a “high starting point, low cost, and position warâ€.
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