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Lifan Group held a joint press conference in Chongqing with Infineon, a semiconductor and system solutions providerright before the opening of the 14th China (Chongqing) International Investment and Global Sourcing Fair, saying that Lifan’s EFI application platform, integrated with Infineon’s chip technology and Lifan’s EFI technology and featuring the most compactness and the optimal integrated functions, are going to the international market. 

The cooperation between the two started in November, 2009. 

From then, Lifan began to use high technology level chips provided by Infineon to optimize its motorcycle EFI application platform. “We have put forward a most compact and optimal practical reference application solution to Infineon. 

The solution helps to reduce the ECU size and integrates all necessary functions to 

the maximum. In addition, more comprehensive and strict logic is added to the OBD.” said Mr. Zhou Xiangdong, General Manager of Lifan EFI Company. 

After almost a year’s research and development, Lifan developed its motorcycle EFI application platform by using Infineon’s EFI system dedicated chips. The latter fully meets Lifan’s technical requirements. Infineon has been using the platform to promote its motorcycle EFI technologies around the world, especially in Asia-Pacific region and the Greater China region, including Taiwan, and has received positive responses from many customers.

Lifan Brand, A New Productivity

——MEGA CHINAMOTOR Talks to Tan Songtao, Manager of Overseas Advertising &Planning Dept. of Lifan Group


Interview Background:

After 22 year development, Lifan has become one of China's largest private enterprises. It specializes in research and development, manufacture, sales and export. It has been continuously improving its R&D and innovation capability, and developed a large number of vehicles in consumers' favor and praise.

In 2001 September, Lifan started to export motorcycles to Japan, ending the long history of zero Chinese motorcycle export to Japan. In 2003, the motorcycles and engines independently developed by Lifan passed the EU E-mark certification, allowing Lifan to launch sales in the 18 EU countries freely. Today, Lifan is delivering products to over 160 countries and regions globally, topping the Chinese motorcycle export list. Lifan has being focusing on creativity, quality, and credibility. Yet facing the changing tides in the international and domestic markets, how should Lifan react to tackle with the industry and market changes, to improve international competitiveness, and to explore greater market opportunities?

                                                                                                                                                                                                                                                     MEGA CHINAMOTOR: As the domestic motorcycle market remains sluggish, many first-line domestic brands have increased their effort in overseas markets. What actions Lifan will take to maintain its leading position in export.

Mr. Tan: We focus on our brand. Brand is the image of an enterprise. Different brands result in different prices for homogeneous products and different values. To achieve the big plan, we need to build and enhance our own brand, and upgrade our products comprehensively. In 2014, Lifan will launch a series of new models, including KPR, CCR and CAMEL , in several export markets, for higher market occupation. Lifan will also explore and extend our market. The global situation remains unstable and the economic environment are experiencing recession. For example, the big market in Venezuela and Argentina was facing several negative factors last year, like national policy and foreign exchange control. To tackle with unpredictable market changes, only active market exploration, in-depth market expansion, continuing support for existing customers and effort of tapping new customers can help to minimize risks and maintain industrial leadership in export.


MEGA CHINAMOTOR: What are the details of brand strategies in overseas markets?

Mr. Tan: Today, the motorcycle export amount of Lifan has reached a yearly 300 million USD. Without a good brand, we will be seriously threatened by the loss of customers. It is the brand that bridges us seamlessly with our dealers, and realizes mutual benefit. For Lifan, our consistent long-term adoption of the brand strategy is a fundamental principle. In practical level, we try our best to advise our new customers use the Lifan brand, and our existing customers change their existing brands to Lifan. In addition, our input and publicity efforts on advertisement and promotion on the Lifan brand are unprecedented. The company has also set up a series of supportive policies for the brand. For shops of dealers, Lifan has launched the Brand Show (BS) brand shop build project since 2012, which develops a systematic and standardized process and sends dedicated personnel to instruct brand shop construction and deployment. Today, around 5,000 brand shops are deployed globally. And we will continue the project and stick to the brand[U3]  strategy.


MEGA CHINAMOTOR: The early export markets for Chinese motorcycles were mainly distributed in Africa, Southeast Asia and South America. After decades of development, Chinese motorcycles have entered high-end markets, such as North America and Europe. What's Lifan's global layout for different market needs in the next few years?

Mr. Tan: After almost 20 year's quick development in export, Chinese motorcycle industry is now witnessing a slow-down. From the low-quality low-price marketing in the beginning, to the Wuyang and CG prime period in the past, and now to the model diversification, self-branding and low-price high-quality situation today, the marketing territory is improved continuously and Chinese motorcycles are seen in high-end markets more often from time to time. As a leading enterprise of Chinese motorcycle export, Lifan has started its market, model and strategy segmentation marketing strategy years ago. For example, the products which Lifan launches for African markets are economic, practical and functional motorcycles with constant model upgrading. For Southeast Asian markets, Lifan mainly pushes convenient and fashionable models, such as cub motorcycles. In South America, Lifan's main products are streamline, stylish, high power output knight motorcycles. For high-end markets in North America and Europe, Lifan's knock products are mainly high-quality scooters and large-displacement cruisers. Lifan Group has founded a dedicated scooter manufacturing base in Zhejiang for this purpose. Based on its strong R&D capability, Lifan can thus continue developing high market occupation products and technologies.


MEGA CHINAMOTOR: In 2002, China motorcycle export to Vietnam went into a slump. In the same year, Lifan founded a joint venture in Vietnam. What's your point of view about the impact of today's Vietnam situation on the Chinese motorcycle industry?

Mr. Tan: Chinese motorcycle industry was undermined in a certain way as the relationship between China and Vietnam deteriorated by their maritime rights. Massive anti-China events broke out in Vietnam. However, the impact is limited. China and Vietnam are two neighboring countries inheriting the same culture strain. Thugs are in the minority. Most Vietnamese are rational. In terms of macro economy, the basic national policy of Vietnam is focusing on economic construction. Engagement in fight and confrontation, which the government is resolutely against, will definitely harm the nation. Vietnamese government is actively reconciling extreme voices in the nation, stabilizing the national situation and compensating Chinese enterprises' losses in these events. The future of the situation is positive.

Lifan's factory in Vietnam is in Hung Yen province, adjacent to the country's capital Hanoi. The factory wasn’t suffered any losses: the employees are working as normally, the products are being manufactured, and the corporate operation works properly. The products Lifan launched in Vietnam are mainly economic practical motorcycles. The targeting user groups are in medium and small cities, towns and rural areas, where the impact is limited. In addition, Lifan's factory in Vietnam serves as the export base for the Southeast Asian markets. The products are not only sold to Vietnam, but also to other Southeast Asian countries, such as Philippine, which helps reduce risks of regional instabilities. We are very optimistic about the prospects of Vietnam.


MEGA CHINAMOTOR: As 2014 is the year of World Cup, many enterprises in or out of the industry have pushed various related marketing campaign. Has Lifan launched any special projects in the theme of World Cup?

Mr. Tan: As World Cup 2014 has attracted billions of football fans, our effort to leverage the World Cup and football to deploy motorcycle marketing campaigns is critical. And therefore, we started the planning and layout early in the end of 2013. We developed the “Lifan Motorcycle Overseas World Cup Promotion Integrated Solution” especially for the World Cup event, detailing in the campaign logo, promotion items, store layout and activity menus during the World Cup. Four types of marketing campaign contents are involved: the World Cup VI solution, marketing campaign scheme, store layout and headquarter promotion program. Throughout the World Cup, Lifan has launched marketing campaigns in 22 motorcycle markets globally. For example, we sponsored and held college football games in Laos and Bangladesh, carried out motorcycle cruises in the World Cup theme in Mexico, and launched fans interactive activities and competitions with prizes in Chile, Myanmar and some African countries. According to the market feedback and responses, the marketing campaigns were quite successful and have enhanced the brand of Lifan.


Lifan supplying US military

USA- The U.S. troop’s new DTV shredder is an all-terrain military tracked vehicle that features high convenience and flexibility and increases the individual combat efficiency of infantry in the wild.
It is reported that the Chinese manufacturer LIFAN provides the
power system of the DTV shredder. In response to the report, LIFAN explains that it has exported power systems, which are mostly motorcycle engines and general engines, to over 100 countries and regions. The power system used in the DTV shredder is a
product supplied by LIFAN’s Canadian customer.