Strictly speaking, the brand building of Chinese passenger cars has only started in recent years. The introduction of a series of brand propositions such as “durableâ€, “safety†and “fuel economy†by domestic passenger car companies is not only an important attempt for brand exploration in the bus industry, but also provides a new way for companies to seek greater differentiation. .
In October 2007, Yutong launched a nationwide value-added activity called “Create More Value for Youâ€. The difference from the previous one is that this event takes fuel consumption that is generally concerned by users as an entry point and adopts new products. Trial rides, trial experience of new technologies and service training for fuel-efficient technologies highlight the comprehensive value of the Yutong brand, namely products, technologies, after-sales services and value-added services, and are no longer limited to mentioning the “durability†of Yutong products. difference.
From "durable" to "value," Yutong seems to have changed its direction in brand communication in 2007. What does it bring to the industry?
The Concept of "Value" Is an Improvement of the Connotation of Passenger Car Brand
Yutong is one of the earliest bus manufacturers in China to carry out brand building. Yutong’s “durable†concept refined after a corresponding customer survey in 2005, after several years of promotion and improvement of its own product performance, it broke the pattern of lack of differentiation in corporate recognition, and not only made Yutong stay in the hearts of customers. The impression of "durability" has also made "durable" performance an important criterion for most customers' car selection.
From the introduction of the brand strategy in 2004 to the implementation of the “Durability is a golden†activity from 2005 to 2006, Yutong successfully combined the appeals of passenger cars (especially passenger cars) with the characteristics of their own products, grasped the hot spots of the market, and effectively Formed its own brand height. At the same time, Yutong's interpretation of "durability" has infused more meaning into the word "durable" through the promotion of its own products and further exploration of customers' demands. The economy is durable, reliable, durable, safe and durable, comfortable and durable, etc. All become their covered content.
Although Yutong’s brand strategy in 2006 was “more durable because we did more,†this “multiple†word still cannot fully reflect the value that Yutong can bring to its customers. Therefore, in 2007, Yutong Put forward the brand idea of ​​“Create more value for youâ€.
The "value" proposal is Yutong's second brand expansion based on the development of its business. For the first time, the “durable†derived from the economic and durable, reliable, durable, safe, durable, comfortable and durable, etc. can appeal to the different customer groups can receive the induction and feedback, the second is the rationality of the customer to solve a variety of appeals Positioning is a customer-oriented branding strategy that is formed from multiple layers of “durable†content plus product, technology, after-sales, and value-added services. In addition, the connotation of the value concept can also include the social value level, which also makes the Yutong brand's value content rise from the rationality of simply promoting product appeal to the level of the humanistic spirit, which is an improvement of the connotation of the bus brand.
"Value" concept introduces a new brand positioning model
Since the purchase group that the bus brand wants to influence is more professional than the purchase group of any consumer product, it is not enough to rely solely on advertising, mass communication, and other branding methods in the consumer market. Especially after the passenger car industry has shifted from the seller's market to the buyer's market, how to adapt and meet customer needs has become a basic material that must be embodied in the construction of any bus company brand. In other words, if the bus industry’s brand positioning wants to succeed, it must be able to “speak†and “say†the ability to allow customers to “listen in†and “hear†and “feel†their own. In line with this, such brand positioning can be accepted by customers and approved by the market.
Taking the application of Yutong's independently developed engine thermal management system as an example, this system is Yutong's exclusive research and development system that improves engine fuel consumption and working environment, effectively reduces the energy consumption of engine accessories, and prolongs the service life. The three aspects of vehicle energy saving and consumption reduction, more reliable operation, and prolonged service life of the engine and accessories reduce the cost of use of the customer, and can effectively ensure the reliable operation of the vehicle. Actual tests from Liaoning Huyue Company show that passenger cars with an engine thermal management system installed can save an average of 1 to 2 L per 100 km; they can use Huyley's existing 65 Yutong vehicles to calculate, which will save 800,000 yuan in one year. Is the "value" that can be seen. The company has purchased 49 sets of Yutong engine thermal management system and installed it on all of its Yutong buses.
In order to meet the customers' more efficient use of vehicles, Yutong has established a large-scale after-sales service network formed by more than 500 after-sales service stations under the premise of perfecting vehicle technology and quality, guaranteeing customer operations and providing a good after-sale management system. Every year, as long as there are a few stops and a few more passengers are transported, a car can earn more than 10,000 yuan in one year. This is a “value†that cannot be seen but it can be thought of.
Wang Wenbing, deputy general manager of Zhengzhou Yutong Bus Co., Ltd., told the author: “Meeting the customer's 'value' expectations does not depend on how good or good you say, but that you really want to meet and exceed customer expectations. Therefore, in the future, our work will be more integrated with the customer's 'value' expectations and gain insights into different market segments in order to achieve customer recognition.â€
The introduction of Yutong's “value†concept introduced a new brand strategy positioning that deeply studied customer demands and gathered its all-round advantages; and the launch of this brand positioning was a competition for the strength of the enterprise and passed on “who Ability to provide greater value to customers."