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《BYD》英文杂志第3期【Insider】文1(附中文参考)

比亚迪人 2019-07-25 16:50:43


English Version


BYD'S WING WINS IN AUSTRALIA


On August 31, 2016, Sydney Airport unveiled Australia's first pure electric bus fleet in its first commercial operation. This batch of electric buses will operate Sydney Airport's shuttle service between the terminal building and the Blu Emu Car Park. Behind the inspirational news, it is Wing You who has made it happen. 

Wing, Sales Directorof BYD Australia Pty Ltd, Asia-Pacific Sales Division, joined the team in 2011 and has been developing Australian markets on his own since then. When he landed Australia for the first time, he was a sales person in energy storage and knew nothing about the Australian market. Now he has become an expert on automobile sales in Australia.

As Wing recalled, when BYD began to enter the Australian market, the first electric bus model to be launched in Australia was the K9. At that moment, just a small number of K9 electric buses were available, so Wing printed the effect picture of the K9 in an English booklet named Green City Solution to present BYD's products to potential customers. Without photos and real buses, what Wing had were just an English booklet with some information about the K9 and his passion for sales. Until 2012, out of Wing's constant efforts, a turnaround came: some Australian customers willing to know more about BYD electric buses began to discuss electric buses with us and put forward requirements for trial operations in Australia.

However, at that time, most of the electric buses BYD promoted to Australia were left-hand-drive ones, while Australians are used to right-hand-drive ones. What's more, according to relevant regulations all buses running on Australia's roads shall comply with the Australian Design Rules (ADRs), but BYD's electric buses had not got any of these certifications. Besides, the measurements that China and Australia took on buses were also different, including the vehicle width, energy consumption levels of air conditioning and braking systems. All these differences became the great barrier blocking BYD's way toward the Australian market. 

Unexpected problems came one after another. No time to complain and feel upset, Wing embarked on getting ADRs homologation for the K9. Meanwhile, BYD also began to convert the left-hand-drive buses to the right- hand- drive ones. Thanks to BYD team's perseverance and entrepreneurship, we successfully obtained the ADRs approval.

Once when Wing was boarding, he noticed the airport facility was made by CIMC and distributed by Carbridge Pty Ltd., which aroused his curiosity about Carbridge. The more information Wing got about Carbridge by googling, the more interested he was. Then, Wing wrote an email to its CEO and received his feedback soon. The CEO invited Wing to his office and they exchanged ideas about BYD and the prospects of electric buses.

As Wing recalled, Carbridge was located near the airport, far away from the downtown. The first time Wing came to Carbridge he was totally depending on Google Map. That day he spent over two hours talking with the CEO about how to trial run BYD's electric buses in Australia. He said:“In our talk, we both felt very happy.”

Actually, as Wing said, there was another company hoping to cooperate with BYD. It has a history of over 100 years and manufactures refitted vehicles for Australia's Department of Defence. “We did not choose it because we preferred to cooperate with a down-to earth company which hopes to grow up with us step by step,” Wing said. His thought was very simple: Cooperation is like marriage, where two people should grow up together if they want to last long. In business, if BYD was negotiating with a powerful company, BYD could not have the initiative and would be restricted by various terms and conditions. Carbridge was an ideal choice back then.

In 2014, Wing focused his attention on Sydney Airport by virtue of his sharp marketing insight. Considering the uncertainty whether Sydney Airport would bid for the electric buses, both BYD and its partner Carbridge were taking a large risk. Thousands of BYD electric buses had been operating in China, but no operating data in Australia were available. At that moment, Wing and his partner were convinced that if they could bring an electric bus to run well in Australia and get the necessary operating data, BYD's electric buses were very likely to be chosen by Australian consumers as they were confident that there was no better choice for electric vehicle manufacturers other than BYD. This practice worked out. Priorto the trial run, Sydney Airport had doubted whether the technology was reliable enough, but the successful trial run without any mistakes satisfied them. At last the profitable trial operation (BYD charged a rental fee of about RMB30, 000 per month.) proved BYD K9's outstanding performance and shortly after it finished, Sydney Airport called for international bids for electric buses.

Besides Australia, New Zealand also belongs to the Oceania, but no breakthrough has been made there as New Zealand is a trade center for used cars; however it has been changed since May, 2016 when the Ministry of Transport of New Zealand announced that the government would provide subsidies to electric buses. On September 14, the subsidy program was released officially!

In New Zealand, 90% of its electricity comes from clean energy, and now they have realized that clean energy should be used to green cars, thus they enacted a lot of laws and regulations to encourage and guide people. By 2021, New Zealand will have 64,000 electric vehicles, which is a small figure for China, but for New Zealand, acountry with a population of just a few million, the figure is really very big. The New Zealand market will be greatly different in the future! 

When asked to review the past years, Wing said: “My feelings about customers and markets vary according to the stage of market development. I can feel the changes happened to myself: from immature to mature to experienced and then to skillful.” As tothe inspirations, Wing pondered for a while and provided the following three features he thought a salesman should possess: paying attention to details, diligence and learning from friends.

The past over 1,800 days have witnessed Wing's efforts, which, for him, are just a leap forward. For both Wing and BYD, there is still a long way to go.


中文版


比亚迪尤赟成功开辟澳洲市场

悉尼时间2016831日,首批K9纯电动大巴正式交付悉尼机场,用于航站楼和蓝鸸鹋停车场之间的旅客通勤,这一举动标志着澳洲首支纯电动大巴车队正式投入商业运营,同时也意味着中国纯电动大巴将正式在澳洲的道路上驰骋,为数以万计的悉尼机场旅客提供绿色服务。因此,2016831日这一天,无论是对比亚迪,对中国电动车产业,还是对澳洲,都必将是一个具有历史性里程碑意义的日子。而促使这一切发生的,离不开一个人——尤赟。

尤赟,比亚迪亚太汽车销售事业部大洋洲业务部澳洲区域高级经理。但是,我更愿意管他叫“澳洲独家掌门人”。为什么叫独家掌门人呢?因为从尤赟2011年正式加入比亚迪亚太销售团队至今,负责整个澳洲市场的始终只有他一人。从储能销售转战到汽车销售;从对澳洲市场一无所知到现在的如鱼得水;从一个“非专业”人员,到汽车性能、澳洲法规、资质认证及客户管理的全能人才,他的身上有着众多的传奇与辛酸。

据尤赟回忆,在刚进军澳洲市场时,比亚迪推出的是在长沙生产的黑色的K9,而这台大巴在当时的比亚迪,全公司都只有少量的K9车。因此,尤赟团队只能将黑色K9的效果图印在一本叫GreenCity Solution的英文小册子上,而尤赟就拿着这本小册子在澳洲穿街走巷地去给各类客户进行游说、演讲和推销。没有产品的照片,没有实车,有的只是那一本小小的册子和一腔的热血与激情。直到2012年,经过尤赟的不懈努力,澳洲市场终于出现了一些转机,会有一些真正对比亚迪纯电动大巴感兴趣的澳洲客户主动来与我们商讨对纯电动大巴的想法以及提出对比亚迪纯电动大巴在澳洲试运行的要求。

但是,据尤赟回忆,当时比亚迪向澳洲推销的比亚迪纯电动大巴基本都是左舵式大巴,而澳洲的行车习惯是右舵式。另外,澳洲的所有可运营的大巴都是需要ADR认证的,可是当时的比亚迪并没有。还有其他的一些诸如车身的宽度、空调能耗等级、刹车的制动等等一些国内和澳洲在衡量标准上的差异,都如一座座大山阻挡了比亚迪继续向澳洲市场进军的道路。

前所未有的一道道难题就这样接踵而至。没有时间苦恼,也没有时间抱怨,尤赟便踏上了对比亚迪K9进行ADR认证的道路。与此同时,比亚迪也开始了着手改造右舵式大巴的行程。没有经验,亦没有基础,而这样的条件往往都能激发出比亚迪人心底的一股拼劲与执着。历经一年,K9的ADR认证成功获得,而右舵式大巴的改造也已经基本完成。

有一次尤赟在澳洲坐飞机排队进机舱的时候,到处看,看到这个航空设备是CIMC制造的,再仔细看,下面有一个名牌,上面写着Distributed by Carbridge Pty Ltd,他觉得挺有趣,就Google了一下这家公司,发现还不错,于是便给他们的CEO发了一封邮件。很快,CEO约见了尤赟,并就比亚迪的情况及电动大巴的发展前景进行了详谈。

据尤赟回忆,Carbridge Pty Ltd坐落于机场附近,离市区很远,为止也很偏僻,以至于尤赟第一次去Carbridge Pty Ltd时,得依靠Google Map才找到。那天,他与CEO关于比亚迪电动大巴在澳洲试运营的问题探讨了两个多小时,大家都很开心。

其实在当时,澳洲还有一家为澳大利亚国防部做改装车的企业希望与比亚迪合作。虽然它的实力更强,也有超100年的历史,但尤赟并没有选择它,只因想寻找一个更接地气,并能与比亚迪一起一步步成长起来的企业。尤赟的想法很简单:就像谈恋爱一样,如果两个人想长远发展,就必须共同成长。或者就像在商务谈判中,如果比亚迪与一家很有实力的公司谈判,比亚迪就会被各种条款、价格制约而失去主动性。Carbridge便是比亚迪最理想的合作伙伴。

2014年,市场的直觉让尤赟将目标锁定在了悉尼机场。比亚迪和Carbridge都冒了很大风险,赌他们未来会招这个标。但当时在澳洲并没有一台真正的电动大巴有数据提供,虽然比亚迪在中国已经有几千台车在跑了,但是对于澳洲人来说没有数据性的说服力。这种时候,只要比亚迪和Carbridge双方有决心把车拿到澳洲,能跑起来、有数据,那只要他们选电动车,有80%-90%的希望选比亚迪,没有别的厂商比我们更有说服力。这个策略后来被证明是绝对OK的。在试运营之前,悉尼机场本身也很怀疑电动车的技术是否成熟。后来我们的车在道路上跑了在机场里也跑了,整整运营了八个月左右,中间没有出任何差错,悉尼机场非常满意,也增强了他们购买电动车的信心。试运营的这台大巴不是免费的,我们每个月收3万元人民币左右的租赁费用。等于说我们是一边挣钱一边做了试运营,说服了客户。这次试运营增强了他们的信心,所以紧接着试运营结束后他们就下了标书进行全球招标。

澳洲还包括新西兰,但目前主要是澳大利亚,因为新西兰一直没有突破。新西兰曾经是一个二手车市场,但从今年5月开始就变得不一样了。5月新西兰交通部正式发文,可能对电动车进行补贴和支持;9月14日,正式发布了补贴的计划。所以未来新西兰市场可能会出现极大的变化。

新西兰90%的电力来自清洁能源、风电、太阳能、水电等。现在新西兰也意识到,干净的电要用到干净的车上,所以现在新西兰制定了一些法律法规来鼓励和引导人们。到2021年,新西兰电动车的保有量要达到64000台。对于中国而言,这个数字很小,但是对于新西兰这个人口只有几百万的国家来说已经很了不起了。

在采访的当被问到回顾这些年的历程,尤赟说道:“在我开拓市场的每个年龄段,我每个时期对客户对市场的感受都是不一样的,你会感觉到由稚嫩到成熟到老道到游刃有余。“ 对于做销售有没有什么感悟时,尤工思忖了良久,给出了三个从他个人角度出发做销售应该具备的三点特质:留意细节、用心和向朋友学习。

过去的1800余个日夜,见证了尤赟的努力。本次交付,于尤赟而言,是一次飞跃,但于尤赟和比亚迪而言,未来仍是道阻且长。


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