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“In the face of the impact of foreign capital, it is impossible to re-lock and lock the country, and launching a boycott of foreign goods will only protect the backwardness. Implementing an internationalized brand strategy is the only feasible and effective measure.†Ai Feng, Chairman of the Brand China Industry Alliance, elaborated on the strategic plan of the automobile brand. The significance.
Dongfeng Company adopted a creative top-level design to carry out the Dongfeng brand internationalization strategic plan, including integrating and designing the Dongfeng passenger vehicle brand, innovatively utilizing international resources to develop the Dongfeng commercial vehicle brand, and integrating domestic resources from an international perspective. Dongfeng products found a seaport.
Xu Ping, chairman and party secretary of Dongfeng Company, said that in the future, Dongfeng will implement a sustainable brand planning: in the short term, it will build the popularity of the Dongfeng mother brand; in the medium term, it will consolidate the visibility of the mother brand and strengthen the characteristics of the sub-brand; long-term, A mother-son brand mutual support situation will be formed.
Under the guidance of Dongfeng University’s independent, large-scale, and large-scale development strategy, on the eve of the 2013 Shanghai International Auto Show, Dongfeng officially released a new structural design for the passenger vehicle brand. The current Dongfeng passenger car brand is designed to be Dongfeng Fengshen and Dongfeng. Popular, Dongfeng style 3 sub-brands, and the Dongfeng passenger car brand leader. By planning the positioning of various sub-brands, the sub-brands will lead from the competition relationship to the major synergies, and the three companies will cover almost all mid-level car segments through their own differentiated layout. The Dongfeng Fengshen brand highlights the product advantages of fashion technology and creates high-end brand image with strong sense of technology, fashionable appearance, international quality, leading technology and ride pleasure. The Dongfeng style brand highlights the product advantages of professional trust and creates fashion sports for customers. , Vibrant, excellent technical descent, professional driving brand image of excellence; Dongfeng popular brand to highlight the family's product advantages, for customers to create a smooth, comfortable IKEA, spacious and comfortable cost-effective brand image.
One of the key foundations of brand internationalization is technology. In the planning of brand internationalization, technology internationalization is a core level. In 2012, Dongfeng acquired 70% of TEngineering AB. As the first R&D team of Dongfeng in overseas, Dongfeng will provide electronic control technical support and services for Dongfeng’s independent business and accelerate the internationalization of Dongfeng. Accelerate the promotion of the Dongfeng brand's influence in the international market. By 2020, Dongfeng will continue to invest Rmb15.7 billion in research and development.
Exporting products to localized production is another key to brand internationalization.
In the past five years, Dongfeng Motor's auto exports have grown at an average annual rate of 24%. In 2012, Dongfeng Motor exported 84,800 vehicles, a year-on-year increase of 32.26%. The export volume ranked the top in the industry. However, Dongfeng seeks further development. Dongfeng has set up KD factories or branches in Iran, Russia and other countries and regions, and established a marketing service network in Brazil, Russia, Iran, Venezuela and other countries and regions.
For the ambitious Dongfeng, KD technology output and capital output are only the initial targets. The construction of overseas capital operations and regional operation centers is the long-term goal. After the unified planning of the Group headquarters and the promotion of implementation according to local conditions, Dongfeng will eventually form ten strategic markets. These strategic markets will become the main positions for spreading the Dongfeng brand globally.
Globally synchronized product R&D, a globalized industrial manufacturing model, a sound overseas marketing network, and a full value chain overseas after-sales service platform are all strong support for Dongfeng’s strategic “going globalâ€.
In 2012, Dongfeng Motor Co., Ltd. released the Dongfeng DH310 overseas medium-term business plan, which put forward the grand goal of “strategically integrating into the international automotive market and building an internationalized east wind†and provided important support for Dongfeng branded exports.
In the Dongfeng Overseas Medium-term Business Plan, Dongfeng's merchandise and brand strategy have been further clarified: a brand, an image and a voice have been formed in the world, and “Dongfeng†has become an internationally renowned brand. Dongfeng’s export model is known as the “branded†export in the industry and is very different from the output of a single product in the past.
Progress steadily and step by step. Dongfeng will promote this strategy in stages, gradually transition from product marketing to product + brand marketing, and finally to brand marketing, and realize the goals of first-line Chinese brands in overseas markets, first brand in overseas markets, and international well-known brands in overseas markets in phases. .
Looking into the future, Dongfeng's creative top-level design has given the Dongfeng brand a new mission and development direction. It is making the ideal of internationalization of Dongfeng brand one step toward reality and become a reality.