Analysis of Bonluck Bus Export Mode
2010-03-22 Source：www.chinabuses.org
www.chinabuses.org: Bonluck, a little known China bus maker, has decided to sell their buses and coaches in Europe and America. Last year, their export got great-leap-forward development, up 60%, as general bus industry were down 45%. Bonluck buses have exported to Europe, Middle East as well as South America.
Bonluck JXK6110 low floor bus designed for Australian markets
And we may find some valuable experience in overseas marketing by analyzing Bonluck bus.
1. Vehicle certification scheme under WTO frame
Many domestic bus makers are not clear about vehicle certification scheme in Europe and American markets, and they prefer imitating manufacturer technology and profile of their buses, but actually a bus cannot meet their test standards without complete technology. Bonluck Bus has passed Australian ADR, American DOT as well EU ECE vehicle certification.
2. Local needs for quality as well as performance of buses
Most China bus makers are lack of survey of local needs, and they usually export domestic mature bus models with some changes, which cannot meet requirements of overseas markets.
Bonluck designed many bus models specific Australian and American markets, for example their U beam bodywork, unitary glass fiber reinforced plastics roof, overturn safe side windows, and prepose spare tire. These designs are in line with American and Australian markets.
3. Strategic partners with local dealers
Many China bus makers cannot communicate directly with overseas customers, and foreign trade company will add marketing chains even resulting in disorderly competition. China bus makers have to ensure their exported buses meet requirements of local markets, and they should provide long term technology supporting service.
Bonluck Bus have their partners to provide technology supporting services, that is why they can held international markets in a few years and became the main bus and coach supplier in Australia.
4. Brand construction
China bus and coach are bound to enter Europe and America, and China bus makers can find their position in the industry chain by independent brand or OEM. And the key is to get the most profits which is helpful to construct brands.
Bonluck Bus explore European and American markets via kinds of sales channels and flexible mechanism as well as CKD in Middle East and South America. And these efforts changed negative image of China buses in overseas markets and also helps for their brand construction.
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