Based on the local market, Toyota Forklift focuses on the Chinese market

As the world’s No. 1 forklift manufacturer, Toyota Forklift has three brands, TOYOTA, BT, and RAYMOND, and production sites all over the world. Toyota Industrial Vehicles (Shanghai) Co., Ltd. was established in 2003 by the Toyota Automatic Loom. It is the general distributor of Toyota's industrial vehicles in China. Currently, a complete operating system has been established in China, including a forklift factory and a nationwide sales and service network. As China grows into the world's No. 1 forklift market, Toyota Forklifts increasingly recognize the importance of consolidating their market position in China. In 2010, Toyota first started producing Z-Series internal-combustion forklifts at its Kunshan, China plant. In 2011, the new 8th-generation battery car, the 8FBN, began production at the Kunshan plant. In 2012, Toyota expanded its localization strategy to an electric storage truck. The local production of electric tractors - 8TB50 and BT low electric pallet trucks, Toyota's new product line has quietly formed, Toyota's layout in China has also begun to emerge.

To further understand the future development strategy of Toyota Forklift, the China Forklift Truck Network reporter walked into Toyota Industrial Vehicles (Shanghai) Co., Ltd., located in Shanghai's Yushan Pass, and interviewed Mr. Watanabe Watanabe, the newly appointed General Manager in April this year.

"The world's largest market is also the most competitive market."

Toyota Automatic Weaving Machines began production and sales of forklifts in 1956. Currently, the Japanese market share is 43% (46 consecutive years, first), the world market share is 18% (first in nine consecutive years), and it has a leading global market. Share. "In 2003, Toyota Industrial Vehicles (Shanghai) Co., Ltd. was established. Toyota Forklifts formally entered the Chinese market, but our history here is relatively shallow, and it is still a new brand under development." Last year, the Chinese market sold more than 230,000 units. No one in the world can shake it. Such a market has attracted more and more excellent brands, not only many excellent local brands, but also many well-known foreign brands. The Chinese market has also become the most competitive market in the world.

"Toyota will focus on the popularization and market expansion of battery forklifts"

In Japan, battery forklifts account for 55% of the total forklift market share. In Europe and the United States, this figure exceeds 60%. In comparison, although the sales volume of battery forklifts in China has increased in the past two years, it still hovered at around 20%. "As fuel prices rise, environmental awareness increases, and government support policies are introduced, we firmly believe that in the near future, the ratio of car batteries should be rapidly increased. In Japan, since 1990, battery forklifts have begun to blow-out. The growth, especially for forklift trucks up to 3 tons, is particularly rapid in the progress of battery development."

Toyota will respond to the theme of global environmental protection and energy conservation based on its corporate social responsibility, and is committed to the popularization and market expansion of battery forklifts. On the one hand, following the Japanese, European and American markets, it began to develop and produce high-quality, cost-effective battery forklifts in China; on the other hand, the most important factor that hinders the progress of battery development is that the initial investment cost of battery vehicles is higher than that of the internal combustion vehicles. In fact, the battery forklift has not only no exhaust emissions, but also has a lower cost of use than the internal combustion forklift in view of the entire product life cycle. “So we will actively prepare to collect relevant data and cases, and when we make proposals for car batteries to customers, we can help them consider the overall cost of products from the perspective of the entire life cycle. At the same time, we are also actively working to cultivate the most accurate machines. The sales personnel of the type, number, and model proposal will build the most complete service system for those who are interested in purchasing battery forklifts from the software.”

"Using step-by-step product development and production localization to cater to the needs of Chinese customers to the greatest extent possible."

Following the Z series internal combustion vehicles in 2010 and the 8 series battery vehicles in 2011, in 2012, for the rapidly growing electric storage vehicle market, the BT and Raymond brands of the Toyota Forklift Group's storage vehicles also started to localize. In May 2012, Raymond Industrial Vehicles (Dalian) Co., Ltd. and Toyota Forklift Group's subsidiary Raymond Corporation began production of electric tractors - 8TB50.6 months, in the Bit Industrial Vehicles (Foshan) Co., Ltd., Toyota Forklift Group The subsidiary BT, Sweden, will start production of its low-end electric pallet truck series.

In order to increase the competitiveness in terms of cost-effectiveness and delivery time in a highly competitive market in China, the localization strategy is an inevitable trend. In addition to the localization of production, we sincerely listen to the opinions of Chinese customers. Product development based on local needs is also very important. “In the future, we will gradually implement more localization of the development and production of new models to meet the needs of Chinese customers as much as possible, and spare no effort in creating products that will allow more customers to identify and satisfy.”

"To provide customers with comprehensive support for long-term peace of mind"

The safety and durability of Toyota forklifts has been well received by customers and industry professionals. The Toyota-branded BT series electric stackers have been used for 22 years, and the internal-combustion forklifts have used 32 years to read these customer use cases. Time-proven Toyota Forklift's quality continues to surprise customers.

"The durability of a pulse"

Since Toyota began developing and manufacturing forklifts 50 years ago, durability has been one of the important features. Prior to the start of the forklift business, Toyota Automatic Weaving Machine was originally a manufacturer of textile machinery. In the 20 years of textile machinery, the service life of 30 years has been taken for granted. This gene is passed down to the development and manufacture of forklift trucks. on. “In Japan, we have a huge market for used forklifts. We have won an excellent reputation in this market for our outstanding durability.”

Perfect after-sales service system, professional service customers To ensure the long-term use of customers, the provision of quality after-sales service is also very important. In China, Toyota Forklift has 26 dealers (60 sales outlets). As a platform, Toyota will further strengthen its after-sales network construction. At the same time, after the training of after-sales engineers, Toyota will regularly call after-sales service personnel of distributors across the country to conduct system training including vehicle dismantling, and ensure that they can output higher quality after-sales services for customers by improving their skill level. .

"From hardware to software to help customers build a safe environment for use"

Safety has always been the most important element of Toyota's forklifts. “In addition to the stringent safety requirements throughout every aspect of R&D and production, in order to ensure the safety of customers in long-term use, we will also conduct “safety training” at the customer's site while providing safe products. To help raise the safety awareness of drivers. From hardware to software to help customers build a safe environment for use."

Diversified sales mechanisms to better listen to customers' needs In order to better listen to the needs of customers, Toyota forklifts established joint ventures with distributors in Shanghai, Jiangsu, and Hunan on the basis of the distribution network last year, “by shortening the market and customers. The distance to enhance market information reception capabilities, the first time to understand the needs of customers, deepen the exchange with customers."

"With 10% market share as the goal, go all out"

Toyota Forklift has set up branch offices in Tianjin, Dalian and Guangzhou to fully support the sales and after-sales activities of 26 dealers nationwide. Through this network all over the country, Toyota will continue to provide customers with products and services that satisfy them based on the "customer first" corporate philosophy. "The Chinese market is the world's largest forklift market. It is also the most important market for us. We will aim at a 10% market share and go all out.