On July28th, 2009, “Survive intelligently in the undulatory
era—Innovative strategy under multi-environment” 2009APEC SMEs
Summit HBH Branch Forum is held by Alibaba(16.92, -0.10, -0.59%)
and Chinese Operation Newspaper Office in Beijing. The above is
Beijing Autobase Company—International CEO Mr. Xuzhu.
AUTOBASE—Xu Zhu: Small and Medium Enterprises are lack of brand
Xu Zhu: Autobase is a young company and set up by me with only over
Our company develops until now, a course that was by
no means smooth. Today I bring one idea here because financing
difficulty is one of the biggest problems for SEMs. Capital flow is
the biggest problem in development for us manufacturing enterprise.
Especially the transition from manufacturing enterprise to service
enterprise needs a lot of investment. Autobase peels rail transit
off from the initial washing equipment filed and develops global
rail transit industry professionally. We equipped for
world-renowned train manufacturers successively like DB Group in
Germany, Bombardier Group in Canada, ICE Company in France and etc.
Now we are still doing it. We transited from manufacturing service
direction to professional service filed from 2008. We specially set
up professional company named Autobase Car Service Franchise which
is world-wide. Service enterprise can make more profits and
propaganda his own firm as well as support own brand in the whole
market competition. SEMs face two most difficult aspects. One is
capital and the other is company orientation, the company
development direction and product orientation direction in the
strategic early stage. We deal with global trade covering over 90
countries with rapid speed and sales turnover this year is three
times more than that of last year so financial crisis doesn’t have
any aspect to Autobase. Organization committee asks us to come here
this time in order to share some experience and make some
communications in experience. My company has processed a hardship
without any infusions of cash. How did Autobase develop to today
eventually? About this, they want to listen to our deepest opinion.
Few of SEMs in China can make clangorous brand in the
world, lack of brand awareness. Autobase strides this step firmly.
Our most important task is to make our brand and service to the
world this year. Autobase is leading in world-wide vehicle washing
equipment industry. We came in seventh last year. We ascend that
rapidly with company brand for several decades among those
enterprises in the world. In the early times, we made OEM for a
German company and make vehicle wash equipment professionally. At
that time, we didn’t make much accumulation of funds but we learned
much during this period. During this period, what does Chinese need
to do? Firstly, make a peace of mind without anxious for success to
do something. Chinese SEMs especially for some young entrepreneurs
are all developing enterprises flighty and impetuous.
Autobase upholds the 4S idea to develop firm. Firstly,
information, how to make our products, for what areas shall we
develop products in the world. We are very clear and thought cannot
be changed. This is the biggest problem SEMs face. Secondly,
manufacturing and R&D abilities, proprietary intellectual
property rights matter. This is a very important part. Whether can
we SEMs learn from the world and learn good products in good firms,
how will they research and develop. We cannot just copy but we have
to develop products for some area according to some conditions.
Thirdly, sales, it is the most difficult to make industrial sales
in the world. We form social sales which are very new filed. It is
especially hard to make global sales. We think it crucial that in
order to do it well, we have to choose our client base and what
middle end, high end client base we shall deal with. Market
orientation is the most significant thing. Fourthly, service. Any
filed cannot leave service especially pre, mid and after sales.
This is 4S mechanism, the idea and development direction we carry
Why shall we transform from industrial type to service type?
It is because service is the most crucial factor which supports a
brand influence. A company needs to accumulate during development
especially in cultural aspect. It is wrong to learn how to make out
the brand from them if Chinese firms want to go outside. But we
have to settle in Chinese culture to make brand promotion. This is
what we should do. Autobase always advocates human orientation. We
appease inside before outside. If a company inside has this or that
kind of problem, it is difficult to do well in outside. We have not
many staff but with not a little sales turnover. A company which
makes like us should have more staff than us. Whether a small team
can do things that a big firm can make is very crucial. We are
discussing about creation all the time and how shall we develop our
firms. Together with creation, whether we can think things clearly
we want to do and straighten out thoughts are very significant.
This is what I think. Thank you.
The old Contact Way changes into new Contact Way now as following:
If taking trouble for you, please forgive us. Please note the
Beijing Autobase Wash System Co., Ltd.