According to statistics of 70 Chinese commercial vehicle (passenger) manufacturers by the China Association of Automobile Manufacturers, in 2007, the production and sales of the passenger car industry showed a good development. By the end of 2007, production and sales reached 362,600 units and 366,400 units, respectively, a year-on-year increase of 20.61% and 21.57 respectively. %. Among them, the four companies that have always been known as the "three dragons and one pass" accounted for nearly half of the market share. According to the reporter’s knowledge, they all increased their brand awareness in 2007. Zou Huxiao, Chairman of the China Road Society Coach Sub-Committee, said: “As the brand’s support for the market has grown stronger, the passenger car industry has entered the stage of brand competition.†Then, at the same time as their respective branding campaigns, can they all achieve their goals What is the double harvest of "brand" and "production and sales"?
Yutong - Create More Value for You
In 2007, Yutong put forward the brand idea of ​​“create greater value for youâ€. In fact, as early as 2005, Yutong put forward a "durable" slogan. At the time, Yutong was still in the initial stage of brand development. After two years of publicity and polishing, Yutong launched its “Value for All†campaign on October 11, 2007, with the theme of “Create more value for youâ€, and comprehensively promoted the durable image.
Industry analysts believe that: "Yutong bus consciously jumped out of the simple product competition, change in service, marketing thinking, joined the ranks of brand competition." Yu Tong passenger car brand management manager Zhao Hao told reporters: "The importance of brand building is both a business The need for self-development is also a new topic that the market puts forward for enterprises. Because the homogeneity of bus products is serious, how to distinguish and choose the brand of passenger cars has become an important issue for users.â€
Therefore, Yutong changed its previous practice of brand building only at the product level and instead started to refine the brand spirit. Therefore, in 2007 Yutong put forward the brand idea of ​​“create more value for youâ€.
In 2007, while carrying out brand building, Yutong Bus achieved a total sales of 25,522 units, an increase of 41.5% compared to the same period of 2006, of which exports were 3,319 units, an increase of 84% compared to the same period in 2006, and the export amount was 1.39 billion RMB, compared to 2006. With an annual growth rate of 92%, the domestic and foreign markets go hand in hand, which still maintains the status of the first brand in China's bus industry.
Xiamen Golden Dragon - China Bus Expert
Before the Yutong Bus was transformed into a brand building, Xiamen Golden Dragon began its “Discovery Trip†activities in Beijing. With regard to Chinese buses, there has always been a misunderstanding of "homogenization." In this context, Xiamen Jinlong launched the “Discovery Trip†event with the theme of “discovering subtleties and experiencing professionalismâ€. It aims to allow many customers to feel the professional products and professional services of Xiamen Jinlong, to experience and discover Chinese buses. The nuances and professionalism of the company have helped to break the misunderstanding of the homogeneity of China's passenger car products and build the brand image of Xiamen Jinlong's "China Bus Expert".
For the effect of this brand marketing, Jiang Shihuang, general manager of Xiamen Golden Dragon, believes that “results are significantâ€. In the first half of 2007, sales volume and sales volume of Xiamen Golden Dragon increased by 30% year-on-year and maintained a 30% growth for three consecutive years. It is expected that within three years, the brand value will increase by 2.1 billion yuan to 7 billion yuan, ranking 88th in the country.
Suzhou Golden Dragon - Safety and Social Responsibility
When Yutong made "create maximum value for you" and Xiamen Golden Dragon proposed to build "China Bus Expert", Suzhou Jinlong appeared to be a little low-key and continued to build its own "safety" brand. At the same time, it put forward the slogan of fulfilling the “social responsibility†of the company.
From the very beginning, Suzhou Golden Dragon positioned its brand philosophy as "safety." In order to build a safety bus, Suzhou Jinlong invested in a new high-speed passenger vehicle research center, postdoctoral scientific research workstation, and automobile performance testing center to build a brand image of the Suzhou Jinlong Hager Safety Bus. In 2007, Hager Bus took the lead in adopting European standards to successfully conduct a rollover experiment for passenger cars and released the first safety white paper in the passenger car industry. It is understood that from 2004 to 2007, Suzhou Jinlong Bus Co., Ltd. won four consecutive years of the best passenger car safety equipment award at the Asia Expo of Shanghai World Bus Exhibition. Public welfare activities have become Hager's platform for social responsibility. Especially during this year's blizzard, Suzhou Jinlong issued the “Proposal on Safeguarding Wind and Snow Safety of Haig Bus†to the industry and paid a series of practical actions to effectively enhance the image of Hager.
In 2007, Suzhou Jinlong realized a production and sales scale of 16,071 vehicles, with an export volume of 2,813 units, and passenger car exports ranked first in the industry.
Qu Tao, who has been engaged in research on automotive brands for many years, believes that since 2007, the market concentration of 'Three Dragons, One Pass' and other first-line brands has continued to increase, and the market share of many second-tier brands has declined, indicating the role of brands in the sales of passenger cars. Intensified."
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