Korean brand forklift parts domestic supply and marketing

2022-11-29 11:27

Daewoo Forklift, a Korean forklift brand, began to enter the Chinese market in the way of trade after Sino-Korean economic and trade exchanges in 1992. In 1998, Daewoo Heavy Industries Yantai Co., LTD., a wholly-owned enterprise in Yantai, Shandong Province, China, began to formally produce Daewoo forklifts. The main performance parts were directly imported from abroad and assembled in Yantai factory. In the following 6-8 years, I gradually carried out the localization of structural parts and auxiliary parts, and developed a number of new models based on imported models and Chinese domestic forklift configuration, which were limited to localized products sold in China. After 2002, the merger of Korean Doosan accelerated the rapid decline of Daewoo Forklift, a world-renowned brand product, in the domestic market of China. Many products with appearance changes and core performance without innovation were introduced frequently, and too many design changes and model iterations brought great difficulties to the parts supply business of Daewoo and Doosan forklifts. Due to the suspension or termination of supply by the outsourced manufacturers of parts, the forklift products and batches of the same model are too few, which brings great difficulties for the subsequent after-sales service and supply of parts for forklifts. During this period, the Beijing joint venture plant of Hyundai Forklift of Korea was the target of the domestic forklift market, which was based on the domestic Beijing forklift truck and carried the imported engine and other performance components as the starting point. The short-lived joint venture production of Hanna Forklift in Beijing and the strategic adjustment of Hyundai Heavy Industries' withdrawal from the Chinese forklift market have clearly influenced the brand of Hyundai forklift in China and the reputation of the industry. Meanwhile, Clark Forklift is also an American brand forklift operated by a Korean company. The wholly owned factory located in Qingdao is mainly a production base for overseas markets, without a complete system of research and development and domestic marketing service system. Since its establishment, the sales volume in China has been hovering below 1,000 units. The above well-known Korean forklift brands Daewoo Forklift, Hyundai Forklift, Clark Forklift, Doosan Forklift and Hanna Forklift are basically at a disadvantage in terms of market share or cumulative sales in terms of the market strategy and competition of European, American and Japanese forklift brands. They lack core technological innovation and take profit as the short-term goal. Due to the lack of a long-term strategy in the domestic market, the position and situation of Korean forklifts in the domestic market have been marginalized. In view of the above market background, there is a problem in the supply confirmation of accessories related to the use of the market stock of domestic Korean brand forklift Daewoo Hyundai Doosan Clark. Due to the manufacturer's random strategic adjustment, production, production and supply suspension and other market behaviors, including the failure to ensure the supply of accessories for customers who have already purchased. The sense of corporate responsibility and the advertised market operation objectives often run counter to each other. The resulting chain reaction is that Korean brand forklifts are only purchased and used by Korean enterprises in domestic coastal economic areas, and some industrial customers have gradually formed the supply and distribution centers of Korean brand forklift parts in Yantai, Qingdao and Beijing of Shandong Province. Operators with Korean brand forklift agents cooperation experience, familiar with products and parts of the industry personnel (including the main engine factory quit or transferred to the forklift aftermarket service), the industry circle and communication range of groups are relatively small and closed, especially the performance parts imported from abroad have a high price, the delivery time is too long (much more than the European and American parts imported 3-6 delivery time trend. At the same time, as a forklift manufacturer, Korean brand forklifts are too short-sighted in the operation of the domestic market, and it is difficult to make a comeback in the vehicle sales business under the condition of serious lack of service responsibility and guarantee for their customers. The typical cases are Hyundai Forklift and Doosan Forklift. Hyundai forklift returned to the Chinese market in the early stage through OEM cooperation. In less than five years, the confidence and enthusiasm of some Hyundai forklift agents that shouted "Hyundai Forklift is back" has cooled down. The reality is that in 2021, Hyundai Forklift's OEM partner replacement and domestic sales network layout and operation caused the initial improvement in the domestic market operation to fall into a predicament again. In contrast, Doosan Forklift in Korea, OEM cooperation started several years ago in warehousing forklifts, which shows the competitiveness and price advantage of Chinese domestic warehousing forklift manufacturers. Meanwhile, it also sets off the lack of confidence and strength of foreign brand forklifts to compete with domestic brands in such products. From Daewoo forklift to Doosan forklift brand replacement, During the 23 years of operation in the Chinese market from 1998 to 2021, the annual sales volume has not made a breakthrough, and most of the annual sales volume is hovering around 1000 units. Compared with the huge domestic demand market, the breakthrough has not been achieved on the premise that low-end configuration models have been developed. In 2022, the forklift parts business will be transferred from Yantai factory to Suzhou, which will lead to more difficulties in the operation of the deeper domestic forklift market. Customers who buy Korean brand forklifts based on their trust in foreign brands have already experienced the shortage of parts supply chain channels. Clark Forklift has acted as an agent for local forklift aftermarket service enterprises, and has been committed to the data construction and safety inventory delivery management of Korean brand forklift parts, increasing investment for domestic customers' demand for Korean forklift parts. The ERP management system introduced in 2011 and the construction of parts data information = database has begun to take shape. Under the professional operating environment of no more than 10 Korean forklift parts suppliers, it provides the basic guarantee for the market maintenance service at the minimum. The economic and trade exchanges between China and South Korea and the attention of Korean forklift brands to the Chinese domestic market and the establishment of long-term strategy may provide possible opportunities for the improvement of the supply of Korean forklift parts. As many models of Korean forklift trucks are basically domestic products based on domestic forklift trucks, the parts of such products can be found in China as substitutes, and the maintenance of imported engines is no longer a problem. It is wise to replace and transform them into National III engines that meet the latest domestic environmental protection emission standards, so as to reduce the dependence on the so-called original parts. It also effectively achieved the operation management goal of forklift special equipment with cost reduction and efficiency increase.