In 2007, Xiamen Jinlong maintained a strong and steady growth trajectory. By November, the company had sold 11,102 passenger vehicles, marking a 24% year-on-year increase. Total sales revenue reached 4.035 billion yuan, rising by 23.7%. This success was driven by strategic efforts to enhance product competitiveness through continuous optimization of its product chain.
**Superior Market Performance**
Throughout 2007, Xiamen Jinlong implemented a series of integrated improvements across various product areas. From initial planning to development, design, quality assurance, and market promotion, the company made significant innovations and upgrades. Its product lines became more comprehensive, with high-quality offerings that stood out in both horizontal and vertical dimensions.
- **Growth in Road Passenger Car Sales**: Road passenger car sales saw a 27.6% year-on-year increase from January to November. Every product line within this category experienced growth, showcasing the strong market appeal of existing models.
- **Balanced Growth in Urban Passenger Vehicles**: The urban bus segment grew by 10% during the same period. Xiamen Jinlong focused on improving order quality and shifted toward high-end, large-scale production. This strategy resonated well in developed cities like Beijing, Hangzhou, Guangzhou, Shenzhen, and Xiamen, where bulk orders became more common.
- **Strong New Product Performance**: New products contributed over 30% to total sales. Notable models included the Czech Republic Crown series and the XMQ6126, which were highlighted as top sellers. The XMQ6126 saw nearly a ninefold increase in sales compared to the previous year, becoming a key driver for the company.
- **Entering the Airport Shuttle Market**: In August 2007, Xiamen Jinlong’s XMQ6139B airport shuttle bus received approval from the National Civil Aviation Administration. A signing ceremony followed in November, marking the company’s entry into the airport transport sector—a unique and emerging market in China.
**Enhancing Competitiveness Through Product Chain Optimization**
The Chinese bus market is characterized by rapid changes, high differentiation, and diverse customer needs. To succeed, companies must adapt quickly and strategically. In 2007, Xiamen Jinlong improved its market position by optimizing its product chain.
- **Strategic Product Planning**: A dedicated product planning team was established early in the year to conduct in-depth market research and analyze industry trends. This helped guide new product development and ensured higher success rates. For example, the launch of the Czech Republic-China CMB model involved extensive research and analysis, leading to a successful market introduction.
- **Product Line Adjustments**: Key adjustments included boosting sales of 6-meter light buses, upgrading 7–9 meter medium-sized buses, and focusing on larger models over 10 meters. The company also emphasized maintaining its traditional advantage in 12-meter buses.
- **Differentiated Market Strategy**: Xiamen Jinlong adopted a tailored approach based on regional market trends and customer demands. This not only increased market share but also supported long-term company and industry growth. The Longwei model, recognized as a flagship product, gained widespread attention at events like the Shanghai International Expo and further strengthened the brand's reputation.
Overall, Xiamen Jinlong’s 2007 performance reflected a deep understanding of market dynamics and a commitment to innovation, positioning it strongly in the competitive bus industry.
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