A few days ago, the National Quality Supervision and Inspection Center announced the list of "China Top Brand Products in 2007", and truck products were shortlisted for the first time. Dongfeng, Liberation, China National Heavy Duty Truck, Foton, Shaanxi Auto 5 truck brands have become "China Top Brand" cars after the bus.
Take the road to enhance brand competitiveness
Before 2004, the shadow of car brands could not be found in the "China Top Brand" selection. This time, five truck brands were selected at the same time, reflecting the fact that the overall strength of the truck industry in China has been greatly improved, and a group of companies with high reputation and strong brand influence have formed.
“Truck brands have been selected as Chinese famous brands, which shows that China’s truck companies continue to improve their brand building and maintenance. Brand awareness, loyalty, and international influence are increasingly enhanced, and corporate strength and brand competitiveness are continuously improving.†.
In recent years, truck companies have embarked on the road of creating brands and increasing competitiveness: As the first automobile brand in China, “liberation of trucks and money-making machines†has become more and more popular among the people; Shaanxi Automobile has announced that it has “chimed five continents, won global success, and achieved quality results. "Future" brand declaration quickly established a good brand image; Dongfeng, Futian, China National Heavy Duty Truck also included the implementation of the brand project into corporate development strategy, brand reputation and influence greatly improved.
Behind the brand improvement is the improvement of product quality. Fu Xiang Automobile Deputy General Manager Wang Xiangyin said: “Product quality is the basis for consumer satisfaction, and consumer satisfaction is the basis for our development. Therefore, Foton Motors has spared no effort in improving product quality. Just like this, we can get market recognition and be selected in China. famous brand."
Independent Development Can Create China Famous Brand
Having independent intellectual property rights and trademarks is the most basic requirement for being selected as a Chinese brand name. The truck industry has selected a number of brands, which are inseparable from the long-term adherence of these companies to independent innovation and independent development.
Ni Guixiang, Minister of Propaganda Department of China National Heavy Duty Truck analyzed: “Since the reform and opening up, truck companies have persisted in self-reliance and actively developed their own brands based on the introduction, digestion, and absorption of foreign advanced technologies. Without relying on foreign parties, the development of enterprises is more difficult, but It also has greater autonomy and space, but will do better in brand building and build its own brand.â€
Since the first liberation card was put off the assembly line in 1956, the truck industry in China has always insisted on the principle of independent development. At the same time, it has actively introduced foreign advanced technology to be digested and absorbed. Retaining and developing independent brands is the bottom line for liberation, Dongfeng and Shaanxi Auto truck companies to adhere to foreign investment negotiations. Liu Keqiang, marketing manager of Shaanxi Automobile Group, told reporters that when Shaanxi Automobile and Mann talked about a joint venture, Mann asked the joint venture to use Man's brand, but Shaanxi Auto insisted on using its own brand. In the end, the two parties did not have a joint venture. Shaanxi Automobile introduced Mantech's technology and carried out secondary development on the basis of the Man F2000 cab. DeLong F2000 was introduced and welcomed by users.
Liu Keqiang said: "The development of enterprises must adhere to the principle of me. In product development, we can rely on and rely on external forces, but foreign brands can not become Chinese brand names, foreign parties can not bring real Chinese companies and the automotive industry 'Famous brand'. To create a Chinese brand name, you must rely on yourself."
To build a world famous truck
Chinese brand names are not the end point but a higher starting point. We have seen that there is also a "Chinese world famous brand" on top of the Chinese brand name. At present, only one component company in the auto industry has been awarded this title. When can a truck company enter it?
From the perspective of total sales, enterprises such as Liberation and Dongfeng have long been in the forefront of the world, and China's truck industry is in a large but not strong position in the world commercial vehicle structure. In recent years, although China's trucks have been exported in large quantities to the Middle East, Southeast Asia, etc., they are mainly in the middle and low-end markets. According to reports, the average selling price of MAN and Volvo trucks is more than 600,000 yuan, that of Japanese and Korean trucks is about 500,000 yuan, and that of domestically-made heavy trucks is about 300,000 yuan. The selling price is low and the profits are relatively low.
Now, truck companies have realized this and made great efforts to improve product quality, technical content and brand influence. Liberation launched J6 series heavy trucks based on the new generation heavy truck technology platform and Dongfeng launched high-end heavy truck Tianlong. These products not only lead the domestic market demand, but also achieve convergence with the international level.
FAW related sources told reporters that after winning the title of “China Top Brandâ€, the internationalization of liberation will accelerate. For 10 years, FAW will use Liberation to become a well-known international commercial vehicle brand with Mercedes-Benz and Volvo.
According to an Dongfeng company source, in the next three years, Dongfeng Commercial Vehicles will use its international advanced technology, combined with independent research and development, and gradually realize the transition from mid-to-low-end models to mid-to-high-end models, enabling the company's core competitiveness to achieve a qualitative leap.
Foton Motor News spokesman Zhao Jingguang said: "The award of the Chinese brand name product is just the beginning. The goal of Foton Motor is not only to become a Chinese brand name, but to become a world famous brand. The road may be long, but we have already set sail."
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