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BYD: international OEM giant aims for world brand
Media personnel nationwide participate in "BYD --- True Hero" Forum in Dapeng Gulf, Shenzhen on August 20th. Mr. Xia Zhibing, General Manger of BYD Auto Sale Co., Ltd., and his assistant Mr. Hou Yan are present in the forum.
It opened with the theme speech by Mr. Xia. He firstly introduced BYD's strong intention of changing from a typical "B to B" manufacturing enterprise to a brand company, which develops by joining hands with media. Then he gave a retrospect of BYD' development from an unknown small company to nowadays manufacturing giant. The history is generally divided into three phases: Primal capital amassment, Customers group expansion, and lastly, Entrance into auto industry. The last is a big leap from the previous and incurs a lot of doubt. To that BYD does not bother to explain too much and would rather prove its ability by actions and effects. "
In response to questions concerning the focus shift of BYD manufacture, Mr. Xia said, "Though we switch our focus to auto business, it does not mean we will drop our IT business. In fact, we regard it as a great advantage for BYD to have two successful business, just like a giant on two strong legs easily overtaking others leaping forward on only one leg. Then Mr. Xia told his own opinions on how to strengthen the leg of auto:
First, keep good spirit among management. BYD has proven its inherent advantages in manufacturing by its great success in IT industry. The company has survived and thrived with its unique cost and quality superiority. Now our entry into auto industry is also well prepared We are confident about the future.
Second, keep good brand. BYD is no doubt a world-known name in IT parts industry, but rather fledgling in the auto market. Now we are trying every effort to build up our auto brand. By promoting our products in many kinds of domestic and international exhibition and car races, our brand has been obtaining more and more recognition.
Third, keep good communication and match between products and market. Mr. Xia points out that what is top on the agenda is to get consumers to know BYD. What is the company like, how the quality is assured during design and manufacture, and whether BYD can provide low-cost and high-quality cars or not.
In the following discussion, participants come up with a lot of valuable suggestions. The forum also covers a range of other topics, such as the manufacturing advantage of local brands after the rise of labor cost and the decline of machinery cost in the future, investment in R&D, intellectual property rights, supply chain development and so on. |
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