Autobase-International Mr.Xu: Made-in-China needs government regulation to carry forward.

 In 2009, Netease Auto Channel made exclusive interview for Autobase-International CEO, during the period of international spare parts and CIAACE. It is mainly because of the strong advantage that Autobase Car Wash maintains leading position for long time in global car wash area. The following contents are the exclusive interview for Autobase-President Xu:

Emcee is short for Netease Auto Channel Emcee while Mr. Xu is short for Autobase-President Xu.

Emcee: Please introduce the auto-relevant business at present in Autobase Company.

Mr.Xu: Autobase involves two parts in Auto Industry. One part is Auto Service Global Franchise, and the other part is R&D、Sales and Service for Automatic Vehicle Wash Systems. We mainly revolve the two businesses.

Emcee: Now is Autobase business emphasis facing domestic market or one part will face foreign market?

Mr.Xu: Autobase proprietary business includes service franchise and vehicle wash systems. Our development direction in the world is 30% in China and 70% abroad. 

Emcee: What are the countries mainly in foreign market?

Mr.Xu: Covering the world.  Our equipment、product and service cover 93 countries and districts since 2003 to September, 2009.

Emcee: In five continents?
Mr.Xu: Yes.
Emcee: Do you focus on the exporting of vehicle wash equipment?
Mr.Xu: And also service. We have many franchise institutions and service stores abroad.
Emcee: The franchise concentrates on the car washing and car care services?
Mr.Xu: Sure.
Emcee: Now financial crisis has a strong attack to European and American market. How about the operation in those districts?
Mr.Xu: It is like this. Autobase has a series of marketing models and effective promoting measures for the markets in occident and developed districts. In our company, there are three brands. One is “AUTOBASE”, the second is “TOPTECH”, and the third is “TEPO-AUTO”. We have launched two high-end and world-class brands which are also OEM brands for occident. They are the production lines in high-end markets for Europe and America. The serial products are made as OEM. Financial crisis certainly impacts high-end market, but our orders are long-term. Order period is from three to five years so there is no effect on delivery quantities.

Mr.Xu: Secondly, we have our own brands、developing models and popularities in developed areas. There is no big impact on our brand there. Instead, the demands are increasing. What are the reasons? It is because that in Middle Asian and African Regions, the economic integration is not combined with occident closely. This market is not developed mature especially in the early eighty’s and ninety’s.  When our brand steps into it, it is just the time when the industry needs most. In this way causes our brand  rapid cognition、acknowledge、purchase.

Emcee: Although you develop foreign markets, will you carry out a different strategy for Asia-Pacific and Chinese markets? How about in China?

Mr.Xu: Mainly serving some large auto service organizations like 3M car care franchise which is quite good and has many branches aboard. We are the appointed provider in Russia、Kazakhstan、Latin American countries and also Sinopec and PetroChina. Besides, we have our own franchise institutes run in some districts with strong regionality.
Emcee: Mainly due to different strategies for different regions?
Mr.Xu: Correct.
Emcee: Just now, you mentioned you have long term order in occident but some viewpoint implies that financial crisis will past time in 2012. Will it impact on our orders? 
Mr.Xu: No matter how long financial crisis will last, two or three years or even longer, will our customers are relevantly steady. But there is still impact on our industry. The impact degree depends on environment changes of overall market. Occident market takes 10% market share in the whole development strategy while the rest 90% are in developing regions. And therefore our development is standardized by popularized service like Volkswagen、Toyota development ideas. Our clients are in mass marketing not only to high-end market. High-end market has the smallest demand. Especially occident cavil at Made-In-China products even if they use the product you make OEM, any of your logo is not allowed to appear on it.
Emcee: For Chinese goods abroad, perhaps the own trademark will be impacted. How do you solve it?
Mr.Xu: In China, own brand especially in electromechanical industry starts late. Especially, auto equipment area is a new field and a high industry in washing area. It is a very long course to run into global brand. You need to cultivate own brand and improve own technology、research and development ability、service ability constantly. These aspects determine your brand popularity including its strong degree.
Emcee: Now Chinese national brand is affected