CRRC Ziyang: 31 Years of Overseas Marketing
文 雷怡安
2022年末，从万里之外的非洲寄来了一封信，收件人为中车资阳机车有限公司（以下简称“中车资阳”），信中写道：
自2020年疫情发生以来，贵公司的加蓬维保团队勇挑现场人力管理、备件储备等困难（甚至有工程师在这里工作时间超过1年从未回过家）。让机车的可利用率从2020年的87%增加到2022年的94%。我们迫切期待“资阳造”和OMP的合作进一步加强！
这封热情洋溢的感谢信来自中车资阳在非洲加蓬的业主OMP公司。作为中国唯一为加蓬提供机车的企业，中车资阳从2010年至今，已累计向加蓬出口了22台机车。
回溯中车资阳内燃机车的出海历程，可以清晰地看见，自1992年中车资阳生产的CK5型内燃机车首次出口泰国至今，中车资阳已向全球33个国家和地区出口各型机车1100余台，占中国出口内燃机车总数的50%以上。
无论国际形势如何变化、海外市场如何复杂，中车资阳“走出去”的步伐从未停止，它始终乘风破浪、一往无前。“一带一路”倡议提出10年，是中车资阳蓬勃发展的10年，也是海外订单呈几何式增长的10年。中车资阳如何突破一个个海外市场、如何在困境中逆向增长、如何将“中国标准”“资阳造”深入人心，这将是本文试图解答的问题。
At the end of 2022, a letter was sent from Africa to CRRC Ziyang Co., Ltd. (hereinafter referred to as “CRRC Ziyang”), with the following contents:
Since the outbreak of COVID-19 in 2020, your Gabon maintenance team has been challenging difficulties such as on-site manpower management and spare parts storage, and some engineers have even worked here for more than one year without going home. The availability of locomotives increased from 87% in 2020 to 94% in 2022. We eagerly expect further cooperation between “Made-in-Ziyang” and OMP.
This warm letter of thanks came from CRRC Ziyang’s owner OMP in Gabon, Africa. As the only enterprise from China that provides locomotives for Gabon, CRRC Ziyang has exported 22 locomotives to Gabon since 2010.
Looking back upon the overseas development history of CRRC Ziyang’s diesel locomotives, it can be clearly seen that since the CK5 diesel locomotives produced by CRRC Ziyang were first exported to Thailand in 1992, CRRC Ziyang has exported more than 1,100 locomotives of various types to 33 countries and regions around the world, accounting for more than 50% of China’s exported diesel locomotives.
No matter how the international situation changes and how complicated the overseas market is, CRRC Ziyang has never stopped its pace of “going global”, and it has always been forging ahead. The “Belt and Road” Initiative has been put forward for 10 years, which is the 10 years of vigorous development of CRRC Ziyang and the 10 years of geometric growth of overseas orders. This paper will try to answer the questions of how CRRC Ziyang can live through overseas markets, how to grow in difficulties, and how to make “China’s Standard” and “Made-in-Ziyang” win support among the people.
突破：拿下海外第一单
中车资阳“出海”之路越走越宽广
虽然距离第一次“出海”已过去31年，但从一张保存完好的泛黄旧报纸和一张老照片上，我们依然能感受到当年中车资阳拿下海外第一单、成为中国机车第一家“走出去”企业的激动与自豪。
1992年的这张报纸，整版浓墨重彩地报道了中车资阳（原称资阳内燃机车厂）机车出口泰国的始末，足以看出当年此事的轰动程度。照片中资阳内燃机车厂的三位干部正手持剪刀满脸自豪地准备剪彩，在他们的身后是首次出海的主角——CK5型出口内燃机车，机身彩带飘飘、机车整装待发。在厂区墙上“铁道部资阳内燃机车厂—CK5型出口内燃机车出厂”的横幅赫然醒目。
然而，出海的路并非一帆风顺，拿下首单让资阳内燃机车厂所有人都“脱了一层皮”。1991年，泰国TPI公司要预购两台内燃机车的信息传到了整个国际市场，当时极具竞争资质的美国、日本、韩国等多家公司应声而动，迅速加入到竞争行列中。
消息传来，誓要争夺海外市场份额的火苗在资阳内燃机车厂人心中燃起，“我们也要参与到国际竞争中去！”这个念头让厂里的所有人为之振奋。但竞争是残酷的，泰方给出的条件十分苛刻，生产工期只有8个月，这比国际生产惯例时间减少了四分之一。
面对极其苛刻的条件，美、日等国的企业纷纷放弃，资阳内燃机车厂毅然“咬牙”拿下这笔订单，“啃硬骨”的同时也是为了圆轨道交通装备“出口梦”。
1992年1月6日，中车资阳拿下订单，工人们开始加班加点赶订单，生产过程异常艰辛——有胃疼难忍仍在制作复杂铸件的铸造工，有不顾发烧还在坚守岗位的电焊工，有摔伤骨折吊着绷带仍在工作的编制工艺技师……
当年11月28日，两台定制机车在湛江港装船启运。这两台质量过硬的内燃机车让泰方刮目相看、大加赞叹。随后，TPI公司与泰国铁路局达成了合作，泰方又先后分三批采批了20台资阳机车，资阳机车成为开辟泰国公私合营先河的关键纽带。
Breakthrough: Win the First Overseas Order
Although it has been 31 years since the first “overseas order”, we can still relate to CRRC Ziyang from a well-preserved yellowing old newspaper and an old photo, because they won the first overseas order and became the first “going global” enterprise of China locomotive.
In this newspaper of 1992, the whole page reported the whole process of locomotive export of CRRC Ziyang (formerly known as Ziyang Internal Diesel Locomotive Factory (hereinafter referred to as the “Ziyang Factory”)) to Thailand, which was enough to show its sensation in that year. In the photo, three officials of Ziyang Factory were holding scissors and preparing to cut the ribbon with pride on their faces. The CK5 Export Diesel Locomotive behind them, which was the main character of the first overseas order, was fully equipped for departure with colorful ribbons floating on its body. The words, “Departure of Ziyang Diesel Locomotive Factory of the Ministry of Railways—CK5 Export Diesel Locomotive”, were striking on the wall of Ziyang Factory.
However, the road to overseas markets was not smooth. The first overseas order made Ziyang Factory suffer a lot. In 1991, the information that Thailand TPI wanted to pre-order two diesel locomotives was spread to the whole international market. At that time, many highly competitive companies from the United States, Japan, and South Korea quickly joined the competition.
After the news was spread here, they vowed to compete for overseas market share with relentless determination. The idea that “we should also participate in the international competition” inspired everyone in Ziyang Factory. However, it was a cruel competition. Thailand presented very harsh conditions with the production period being only eight months, which was a quarter less than that of international production practice.
In the face of extremely harsh conditions, enterprises from the United States, Japan, and other countries gave up one after another, while Ziyang Factory made a fierce determination to win the order and realize the dream of exporting rail transit equipment.
On January 6, 1992, CRRC Ziyang won the order, enduring an extremely difficult time. After that, the workers worked overtime. Among them, there were casters bearing a stomachache but still making complex castings, electric welders standing fast at their posts despite their fever and trembling, and technicians falling and hanging arms but still performing crafts.
On November 28, two customized locomotives that were first rolled out for Thailand were shipped at Zhanjiang Port. These two excellent diesel locomotives impressed Thailand and earned praise. Subsequently, TPI reached cooperation with the State Railway of Thailand, and Thailand purchased and approved 20 Ziyang locomotives in three batches. Ziyang locomotives became a key link in developing Thailand’s joint state-private ownership.
深耕：“资阳造”走进国际市场
中车资阳机车
2023年一开年，“资阳造”就迎来了开门红。1月4日，中车资阳与土库曼斯坦铁路用户通过线上签署价值高达3000余万美元的机车备件合同。这是中土建交31周年以来双方签订的最大一笔机车备件合同。
深耕海外广阔市场、抢占国际市场份额一直是中车资阳发展的重心。作为中车资阳国际市场部副总经理，刘向军向记者聊起了中车资阳与土库曼斯坦漫长的合作经历。
2004年7月，四川正值暑热，土库曼斯坦国家交通部门政府官员一行人不远万里来到中车资阳，而他们此行的目的正是为了做最终的决定。
深知海外订单来之不易，刘向军每天早晨7点就陪着土方人员到机车厂实地调研、上机车试驾，晚上12点双方还在讨论方案，来来回回进行了半个多月。“这半个月不敢有半点松懈，每天头脑里就只有这一件事在转。”刘向军说，面对各方的竞争，公司必须要拿出120分的努力才能让对方满意。终于，我方的诚意与能力见了成效，土方人员回国后，最终在12月敲定与中车资阳的机车订单。
时间来到2010年前后，土方再次向全球预购机车，这一次他们用了招标的方式，中车资阳第一时间参与了竞标。相对于第一次，此次他们并没有来中车资阳试驾机车，只因为时任土方副总理萨特雷科夫对中车资阳有过这样的评价：中车资阳研制的机车质量可靠、利用率高，对土库曼斯坦的铁路建设、经济发展作出了重要贡献。虽然有如此高的评价，但国际市场的竞争风云万变，中车资阳海外营销团队不敢有丝毫松懈，这一次他们再次拿出了120分的努力一举拿下了这批订单。
2022年，土方又一次公布订购机车的计划，但这一次他们没有向整个国际市场撒网，而是将目光直接锁定中车资阳。因受疫情影响，中土双方只能进行线上沟通，很快双方达成合作意向，订单敲定。“2022年签订的订单充分说明了土库曼斯坦对中车资阳的机车十分信任和满意。”刘向军自豪之情溢于言表。
Exploration: “Made-in-Ziyang” Steps into the International Market
At the beginning of 2023, “Made-in-Ziyang” made a good start. On January 4, CRRC Ziyang signed an online contract worth more than 30 million U.S. dollars with Turkmenistan railway users for locomotive spare parts. This was the largest contract for locomotive spare parts signed by both parties since the 31st anniversary of establishing diplomatic relations between China and Turkmenistan.
It has always been the development focus of CRRC Ziyang to seize more international market share and further explore the broader overseas market. As the Deputy General Manager of CRRC Ziyang International Marketing Department, Liu Xiangjun talked about the long cooperation experience between CRRC Ziyang and Turkmenistan.
In July 2004, it was a hot summer in Sichuan, and a group of government officials from the Railways Agency of Turkmenistan came to CRRC Ziyang thousands of miles away, with the purpose of making a final decision.
Liu Xiangjun knew how difficult to get overseas orders, so he accompanied the Turkmen personnel to the locomotive factory for field investigation and test drive at 7 in the morning every day, and the two sides were still discussing the plan at 12 before dawn, such situation lasted for more than half a month. “I had to keep me on my toes for half a month. That was what I thought about every day.” Liu Xiangjun said that in the face of competition from all parties, we must devote all beyond what we have to satisfy them. Finally, the efforts made a difference. After the Turkmenian personnel returned, they made a final decision on the locomotive order with CRRC Ziyang in December.
Around 2010, Turkmenistan planned to purchase locomotives from other countries again with the way of bidding this time, CRRC Ziyang participated in the bidding as soon as possible. Compared with the first time, they did not come to CRRC Ziyang for test drives of locomotives this time, only because the then Deputy Prime Minister of Turkmenistan Satlykow once commented on CRRC Ziyang that the locomotives produced by CRRC Ziyang featured reliable quality and high utilization rate, which made important contributions to the railway construction and economic development of Turkmenistan. Despite such high praise, the competition in the international market was ever-changing. Liu Xiangjun and his team members never let their guard down. This time, they once again devoted all beyond what they had and won this order.
In 2022, Turkmenistan again announced plans to order locomotives, but this time they did not call for a bid in the entire international market but directly chose CRRC Ziyang. Affected by the epidemic, the two sides could only communicate online, and soon reached a cooperation intention and finalized the order. “The order signed in 2022 fully demonstrates Turkmenistan’s trust and satisfaction for the locomotives of CRRC Ziyang.” As a witness to each order signed with Turkmenistan, Liu Xiangjun brimmed with pride.
开拓：争夺更多国际市场份额
“资阳造”机车整装待发
从中车资阳国际市场部墙壁上的世界地图，可以看出中车资阳向外拓展的速度和力度，更可以展现中国机车对各国经济发展的重大影响力。
在东南亚、中亚、非洲、南美的国际市场份额中，中车资阳一直占有一席之地。国际市场部相关负责人向记者透露，目前中车资阳已经在7个海外市场重点布局，建立子公司和办事处的工作正如火如荼进行中。
巴基斯坦是中车资阳的大客户，2014年中车资阳向巴方提供整车、散车出口，2017年与巴方签订三年维保合同，保证机车的使用和后续服务。从提供机车到输出技术，再到维保服务，截至目前，中车资阳已为巴基斯坦铁路总公司提供了63台内燃机车，承担了巴基斯坦重要的运输任务，改变了当地铁路机车的运营困局：铁路运营总收入以平均每年30.5%的速度增长；客货运准时率从42%提升到77%，还为当地居民创造了更多的就业机会。
相较于其他国际市场，澳大利亚是中车资阳出口的高端市场，开创了中国高端内燃机车向发达国家出口的先河。2016年资阳机车成功征服了澳大利亚的“魔鬼弯道”，让澳方人员赞叹不已。之后，澳大利亚用户与中车资阳的订单源源不断，在他们眼中，只要是中车资阳生产的都是“最棒的！”2022年1月，中车资阳自主研制的4台SDA1型高端内燃机车再次发往澳大利亚。截至目前，中车资阳已累计向澳大利亚出口了SDA1型高端内燃机车30台。据公司相关负责人介绍，之前，公司在澳大利亚成立子公司，目的是让中车资阳更加贴近当地市场、服务当地市场。
发来感谢信的加蓬公司目前已与中车资阳签订了10年的维保合同。“这个数字代表着加蓬对中车资阳技术、人员的信赖。”公司主要负责人这样解释这个数字。从过去卖车、卖零件到签订10年以上的维保合同，说明中车资阳国际化道路越走越实、国际认可度越来越高。
Expansion: Compete for More International Market Share
From the world map on the wall of CRRC Ziyang International Overseas Department, we can see the speed and intensity of its outward expansion. It can also show the significant influence of China’s locomotives on the economic development of various countries.
CRRC Ziyang has always occupied a niche in the international market shares in Southeast Asia, Central Asia, Africa, and South America. The relevant person in charge of the International Marketing Department told the reporter that CRRC Ziyang now has focused on the layout of seven overseas markets, and subsidiaries and offices are under construction.
Pakistan is a major customer of CRRC Ziyang. In 2014, CRRC Ziyang exported locomotive in CBU and CKD condition to Pakistan and signed a three-year maintenance contract with Pakistan in 2017 to ensure the use and follow-up services of locomotives. Up to now, from locomotive supply to technology output and even maintenance services, CRRC Ziyang has provided 63 diesel locomotives for Pakistan Railways, undertaken important transportation tasks of Pakistan, and changed the operation dilemma of local railway locomotives. Thereupon, Pakistan has seen an average annual rate of 30.5% in its gross revenue from railway operations, an increase from 42% to 77% in the punctuality rate of passenger and freight transportation, and more jobs for local residents.
Compared with other international markets, Australia is a high-end export market for CRRC Ziyang. In 2011, the locomotives of CRRC Ziyang successfully conquered Australia’s “devil bend” with its perfect on-site test for a ramp, which surprised the Australian personnel a lot, and they signed the order on the spot. This export pioneered the export of China’s high-end diesel locomotives to developed countries. Since then, CRRC Ziyang has received lots of orders from Australia. For them, all products produced by CRRC Ziyang are “the best!” In January 2022, four SDA1 high-end diesel locomotives independently developed by CRRC Ziyang were sent to Australia again. Up to now, CRRC Ziyang has exported 30 SDA1 high-end diesel locomotives to Australia. As introduced by the relevant person in charge of the company, a subsidiary will be established in Australia soon, thus making CRRC Ziyang closer to the market for services.
Gabon now has signed a 10-year maintenance contract with CRRC Ziyang. “This number represents Gabon’s trust in the technology and personnel of CRRC Ziyang.” Liu Xiangjun explained. From selling cars and parts in the past to signing over 10-year maintenance contracts, CRRC Ziyang becomes more stable in the road to internationlization and gains higher international recognization.
发展：提高竞争力是硬道理
中车资阳机车受到泰国民众欢迎
提高竞争力是企业持续发展的动力。在中车资阳国际市场部总经理周定国看来，中车资阳30多年的出海路、争取到的每一份市场份额都靠公司竞争力的不断提高。
中车首席技术专家、中车资阳总工程师李希宁就出口澳大利亚的高端车型SDA1型机车给记者讲解：“我们一直在不断提高产品的质量，质量就是生命。像SDA1机车运行噪音很小，司机室内部噪音低于75分贝；牵引能力强，在坡道为10‰的线路上，双机牵引可超过8000余吨；机车最高时速可达每小时120千米，是用户长大线路、重载运输的得力助手。”
除了质量的提升，团队的坚持也是重要的因素。“国际市场部几乎所有人常年驻守海外，跑海外业务，有些人因为疫情原因，3年都没有回过家。”周定国作为部门的掌舵人更是身先士卒。常年在外的他们经历了海外疫情、国际政治局势突变以及争夺国际市场份额的残酷，坚守下来离不开国际市场部所有人的敢拼敢闯、一往无前的决心和毅力。
建立自己的分销体系也是企业走进国际市场的重要一步。目前，中车资阳在海外建立了7个境外常驻机构，这也是他们深耕国际市场的创新之举。“只有在海外扎下根、立足脚，企业才能真正在国际舞台上站稳脚跟。”
Development: Improving Competitiveness is the Absolute Truth
For Zhou Dingguo, General Manager of CRRC Ziyang International Marketing Department, improving competitiveness is the driving force for the sustainable development of the enterprise. In CRRC Ziyang’s more than 30 years of going global, it was the continuous improvement of the company’s competitiveness that helped the company secure each market share.
Li Xining, the Chief Technical Expert of CRRC and Chief Engineer of CRRC Ziyang, explained to the reporter on the high-end SDA1 locomotive exported to Australia: “We have always been improving the quality of our products, and quality is life. For example, the SDA1 locomotive has very little running noise, and the noise in the cab is less than 75 dB; it has a strong towing capacity with double-locomotive towing capacity exceeding more than 8,000 tons on the line with a ramp of 10‰; the locomotive can reach a maximum speed of 120 km/h, which is a powerful assistant for users to carry out long lines and heavy-duty transportation.”
In addition to the improvement of quality, the persistence of the team is also an important factor. “Almost everyone in the International Marketing Department has been stationed overseas all year round for soliciting overseas businesses. Some people have not returned home for three years due to the epidemic,” Zhou Dingguo, as the head of the department, led from the front. They have experienced and overcome the overseas epidemic, the abrupt change in the international political situation, and the cruelty of competing for international market share, all of which are inseparable from the determination and perseverance of people in the International Marketing Department.
Establishing a distribution system is also an important step for enterprises to step into the international market. CRRC Ziyang now has established seven overseas bases, which are their way for innovation to collect international market information, explore the international market, and benchmark against international competitors. “Only by securing a foothold overseas can enterprises truly stand on the international stage.”
来源：《一带一路报道》2023年第2期
编辑：秦粟风
校对：彭钰惜
审核：黄骏
主编：李黎
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