In 2007, Xiamen Jinlong continued its rapid and stable growth. From January to November, the company sold a total of 11,102 passenger vehicles, marking a 24% increase compared to the same period in the previous year. Total sales revenue reached 4.035 billion yuan, up by 23.7%. This success was driven by Xiamen Jinlong’s continuous efforts to enhance product competitiveness through the integration and optimization of its product chain.
**Strong Market Performance**
During 2007, Xiamen Jinlong implemented a series of integrated improvements across its product line. From planning and development to quality assurance and market promotion, the company made significant innovations and upgrades. This deepened its position in both horizontal and vertical markets, resulting in a more complete product range and stronger competitive products.
Key highlights included:
- **Growth in Road Passenger Vehicles**: Sales of road passenger cars increased by 27.6% year-on-year from January to November. Every product line in this category experienced growth, showcasing the strong market appeal of existing models.
- **Stable Growth in Urban Buses**: Sales of urban buses reached 2,728 units, an increase of 10% compared to the previous year. The company focused on quality over quantity, shifting towards high-end and large-scale production. This strategy was well-received in developed cities like Beijing, Hangzhou, Guangzhou, Shenzhen, and Xiamen, where bulk orders became more prominent.
- **New Products Deliver Strong Results**: New products contributed over 30% to total sales. Models such as the Czech Republic Crown series and the XMQ6126, which won the "Tour Coach of the Year" award in 2006, became key sellers. The XMQ6126 saw nearly a ninefold increase in sales compared to the previous year, becoming a major driver of revenue.
- **Entering New Markets**: On August 10, 2007, Xiamen Jinlong’s XMQ6139B airport shuttle bus received approval from the National Civil Aviation Administration. A signing ceremony was held on November 22, marking the company’s entry into the airport shuttle market—a niche previously unexplored by Chinese bus manufacturers.
**Enhancing Competitiveness Through Product Chain Optimization**
The Chinese bus market is characterized by rapid changes, high differentiation, and diverse customer demands. To succeed, companies must adapt quickly and strategically. In 2007, Xiamen Jinlong focused on scientific product planning and optimized its product chain to strengthen its market position.
Key strategies included:
- **Precise New Product Planning**: A dedicated product planning team was established early in 2007 to conduct in-depth market research and analyze trends. This helped guide new product development and improve success rates. For example, the launch of the Czech Republic-China CMB involved extensive market research and analysis, leading to a successful product launch.
- **Strategic Product Adjustments**: Xiamen Jinlong adjusted its product lineup to align with industry trends. This included growing the 6-meter light bus segment, optimizing 7–9 meter medium buses, and focusing on larger models while maintaining traditional advantages, especially in 12-meter buses.
- **Differentiated Product Strategy**: By tailoring product layouts to different market needs, Xiamen Jinlong ensured long-term competitiveness. The Longwei model, for instance, gained recognition at the Shanghai International Expo and became a highlight of the company’s “Discovery Journey†campaign. Meanwhile, the XMQ6126 solidified the company’s leadership in the large bus market and strengthened brand reputation among customers.
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