“In China, for China and understand Chinese consumers” is one of the reasons why Fujian Benz is full of confidence in the Chinese market. It is also a successful way of contrarian growth in the context of economic downturn and 16 consecutive declines in China’s auto market.
Today, with the great changes in the industrial upgrading of the automobile industry, affected by the macro-economy and residents’ consumption choices, China’s automobile market shows an overall downward trend in production and sales. Under the severe market situation, Fujian Benz soared against the wind. Since its listing in 2016, the vehicle sales have maintained a steady growth. The cumulative sales performance of class V vehicles in the Chinese market ranks first in the global market of Mercedes Benz commercial vehicles, and the cumulative retail performance of xinweiting ranks second in the world. Among them, the V-Class car occupies the highest sales volume in the luxury business car segment and has become an exciting force in the automobile manufacturing industry.
“In China, for China and understand Chinese consumers” is one of the reasons why Fujian Benz is full of confidence in the Chinese market. It is also a successful way of contrarian growth in the context of economic downturn and 16 consecutive declines in China’s auto market.
On November 29, the media communication meeting of Fujian Benz was held in Yangshuo with beautiful mountains and rivers, caves and rocks. At the meeting, Guo Pengkai, President and CEO of Fujian Benz Automobile Co., Ltd., accepted an exclusive interview with sina automobile.
Exclusive China contrarian growth
“Only when there is a product that really meets the Chinese market and Chinese consumers can it show a steady growth trend in the Chinese market.” Guo Pengkai said at the media communication meeting. Since its establishment, Fujian Benz has been exploring the development path in line with the Chinese market. With the successful launch of two products made in China, V-Class car and xinweiting, which are exclusive to the Chinese market and tailored for Chinese consumers in 2016, Fujian Benz has established its industry position in China’s high-end commercial vehicle market. The current market performance of these two models is enough to prove that they are products that successfully meet the needs of Chinese consumers.
Fu Lei, party secretary and executive vice president of Fujian Benz
Guo Pengkai, President and CEO of Fujian Benz
In the cold winter of the auto market, the sales data showed a negative growth trend for 16 consecutive months, but the luxury commercial vehicle market field of Fujian Benz seems not to be affected. In 2018, the total sales volume of Fujian Benz increased by 27% year-on-year, with a strong growth momentum. Referring to the sales performance in 2019, Guo Pengkai was full of confidence. He said: “in 2019, we will achieve our predetermined sales target. Next year, we have corresponding analysis and prediction, and will continue the growth trend.”
Paying attention to consumer demand is particularly critical
With the upgrading of consumer demand, the demand of domestic consumers for MPV is also changing. As a commodity, cars naturally have to meet the needs of consumers. Fujian Benz obviously foresaw this. Guo Pengkai said: in the face of the continuous upgrading and evolution of consumer demand, we actively collect various feedback from consumers, solicit opinions through dealers and other channels, and sort them out for product upgrading and improvement. Only by fully meeting the needs of consumers, MPV products can obtain their own development space under the new situation, and then obtain the expected market share.
In order to meet the personalized needs of more consumers, Fujian Benz also involves the modified vehicle business, introducing Daimler’s professional modified technology into China. “The refitting factory authorized by Fujian Benz can be transformed according to the personalized needs of consumers to create more high-end products to meet the needs of more market segments and consumer upgrading. At present, the sales volume of refitted products has accounted for about 10% of our overall sales volume.” Guo Pengkai said in an interview with sina auto.
According to Guo Pengkai, Mercedes Benz’s commercial vehicles originated in Germany and face the global market. They have the product advantages of high-end product quality, excellent product performance and excellent safety of Mercedes Benz. Fujian Benz will continue to build and improve its existing products and further consolidate its leading position in the domestic high-end commercial vehicle market. We have reason to expect that Fujian Benz will continue to grow against the trend in its own way, surpass its peers and promote China’s economic development in the future.
(editor in charge: Hao Ran)