Wuxi China power experts brand image building
In my opinion, FAW Wuxi Diesel Engine Factory (hereinafter referred to as "FAW Xichai") the Aowei engine is currently the most fuel-efficient engines." Chinese FAW Leizhu fuel saving challenge Shandong, Sichuan area champion He Jingchun said, "when the choice to buy free J6P fuel saving performance is the value of Wuxi Aowei engine, now this car has run about 1000000 kilometers, the engine never repaired."
This year 1 to August, Wuxi engine sales grew 6DM ourway exceeded 83%, the market share of 58.3%. At present, "j5P" brand has become a name card on the market the most dazzling, FAW Xichai "Chinese power experts" brand image has also been widely recognized users. As the production of intermediate products of engine plant, why focus on brand building and got some achievements which have? What secret? With doubt, the day before the reporters came to start a tour of grenada.
Brand strategy planning objectives clear
Forewarned is forearmed.
When most engine companies are attached to the expansion of production capacity, go to win the road, Grenada in early 2009, began to build the brand. Grenada deputy chief economist You Zhiqing said in an interview with this reporter: "market competition, won by Qin, victory by wisdom, victory by road. The highest winning way of enterprise management is brand."
In the "12th Five-Year plan" development strategy, Wuxi brand strategy will be promoted to the highest corporate strategy and start implementation. 2011 is the first year of Wuxi brand, as a starting point, Wuxi make brand strategy planning clear, through the 15 years, after China, China well-known leading and world-renowned 3 stages, the final completion of China leading, internationally renowned high-end brand power supplier, the Wuxi brand's international influence and market competitiveness, can as international famous engine brand, and cost-effective advantage.
Around this strategic goal, FAW Xichai established brand architecture, has a clear brand core value system and brand structure. The five part of the brand core value system by Wuxi brand mission, brand vision, brand value, brand personality and brand positioning, brand vision is a "national brand, high-end brand positioning is" power ", China power experts", the brand value is "quality, efficiency, innovation, symbiosis". At the same time, Wuxi also established a brand brand elements under the main driving structure model of product brand, product, brand, including ourway, Conway HENGWEI including "fine core elements of the brand; service brand and" Eagle brand culture ".
After several years of efforts, the framework of brand has been initially completed grenada. In order to make the brand concept to truly implement the plant in 2015, FAW Xichai director Qian Hengrong after careful consideration, put forward the brand and brand strategy, which is to guide the business development, quality, sales and other implementation of the strategy, make the brand become the backbone of the factory of the business "".
Brand construction path positioning precision
A thousand miles.
Brand building is a long-term system engineering, it needs a long time for the toughness of the work, but also need to have accurate positioning path and method. Grenada around the two aspects of products and services, to lay a solid foundation of brand.
High end products are the foundation of brand building. Grenada seize the innovation of the core technology innovation, establish five mechanisms, and established the "five platform" and "ten core technology", launched energy-saving environmental protection technology, intelligent electronic technology and a series of independent research and development project.
Efficient service is the key to brand building. To create a unique "exactchip Xichai service" is the important part of the construction of the brand." You Zhiqing expresses. The FAW Xichai 26 per month for Wuxi "fine core service". Grenada service personnel will conduct free testing of an assembled Xichai truck engine, passenger vehicles and non road vehicles, the engine will be held daily maintenance training seminars, really solve the problem of users, allowing users to experience the exquisite and sincere, Wuxi lean fine core service". At the same time, each quarter FAW Xichai will organize technical director and product consultant to dealers and users in the survey visits.
Steady upgrading of brand image
Murdoch Jun line early, more pedestrian early.
In 2015, FAW Xichai brand awareness, reputation and loyalty were respectively 64.8%, 65.2% and 75.7%, the brand value exceeded 10 billion, reached 10 billion 229 million yuan. China engine as the industry leader, FAW Xichai not only has a leading position in the domestic market, is committed to "China issued the strongest voice in the international market".
After years of efforts, FAW Xichai engine enjoys high reputation in many countries and regions of the world. In Indonesia International Auto Show held on the day before, FAW Xichai only as a Chinese engine engine companies carrying two latest agricultural products generating units and pumps debut, 13 liter engine has become the focus of the exhibition aowe.
Around the "The Belt and Road" strategy and "Chinese manufacturing strategic opportunities brought by 2025", and "13th Five-Year Grenada plan" brand internationalization strategy, in Southeast Asia, Africa, the Middle East, South America, Europe and other major markets, the car with the sea "and" single export "combination, play Wuxi products series the whole, with the advantage of strong innovation, export marketing mode, strengthen the construction of overseas service system, greatly enhance the quantity of Wuxi engine in the overseas market, and strive to enter the American market in late 2025. In You Zhiqing's view, brand construction must stand Chi, hard work. Whether it is "Chinese power experts" or "national brand, high-end power" is a slogan, this is the pursuit of Grenada, solemn commitment to the brand is wuxi. Grenada will always focus on the engine R & D and manufacturing, from "individual leading" to "local leader" until "lead lead", and high-end brand power China.