【First Commercial Vehicle Network Original】
This is an era of "brand winning the future", and independent car brands show the wisdom and civilization of "created in China" to the outside world. Whether it is a passenger car or a commercial vehicle, "brand upward" has become the strategic direction of the development of independent automobile brands.
At the end of 2021, Dongfeng Commercial Vehicle officially released the "Brand Upward Strategy" at the 2022 Dealer Conference. In the future, Dongfeng Commercial Vehicle will continue to take the customer as the center, take the "brand upward strategy" as the general guide, focus on customer satisfaction improvement, and help customers succeed in business. How to plan the "brand upward strategy" of Dongfeng Commercial Vehicle? What is the crucial role of the "brand upward strategy" in the future of Dongfeng Commercial Vehicles? Please see the interpretation of the first commercial vehicle network.
Customer-centric, build a "1+5" brand strategic structure
It is understood that the "brand upward strategy" of Dongfeng Commercial Vehicle is to develop the main brand of Dongfeng "Shuangfeiyan" as the core, continue to take the customer as the center, build and improve the "1+5" brand strategy of vehicle, power, technology, service and ecology, and achieve customer expectations and lead the development of the industry through diversified business innovation and upgrading.
In the field of vehicles, Dongfeng brand medium and heavy trucks bring customers more reliable and efficient operating value and more economical and convenient operation experience; in terms of power, the "Longqing" brand adheres to the brand mission of "technology-driven dreams, reliable creation of value" and is committed to becoming the "most reliable power solution provider"; in the field of smart technology, Dongfeng Commercial Vehicle "Limitless-STAR" is committed to the intelligent driving iteration of trucks; "Dongfeng Sunshine" The service brand has advanced to the 2.0 era to help customers operate worry-free throughout the life cycle and make reliability go further; the "Kunyue" brand creates a green and intelligent logistics ecology, and brings overall solutions to the market and customers through continuous technology and model innovation.
High-end, efficient and high-value, adding vitality to the vehicle brand
Represented by Dongfeng Tianlong and Dongfeng Tianjin, Dongfeng Commercial Vehicles comprehensively meets the application value of differentiated subdivision scenarios, bringing customers more and more comfortable driving experience, better and better profitability, as well as more and more worry-free services and more and more comprehensive driver management support. The high-end heavy-duty truck Dongfeng Tianlong GX shows the core characteristics of more reliable, more efficient and more comfortable, so that trunk logistics customers such as express delivery, express transportation, cold chain and so on can realize the exclusive value of efficient logistics, and continuously meet customers' ultimate pursuit of trunk logistics.
In terms of new energy, Dongfeng Commercial Vehicle has comprehensively laid out the new energy business, and has launched a total of 16 models of pure electric, hydrogen fuel and hybrid three technical routes, covering steel mills, ports, resource transportation, urban construction, urban distribution logistics, sanitation and other subdivision scenarios to help win the "double carbon" battle. In terms of intelligent driving, Dongfeng Commercial Vehicle has comprehensively built an intelligent auxiliary driving truck that meets the needs of multiple operation scenarios, built a new mode of logistics and transportation, and let intelligent network truly empower new logistics formats. Dongfeng Commercial Vehicle's intelligent assisted driving truck has been applied in urban sanitation, mine dumping and other scenarios, and the commercial operation of intelligent networked high-speed tractors is also about to "drive into reality" and will become the world's first intelligent auxiliary driving truck for commercial operation.
28 models attacked 2022 and practiced the integrated sales of "vehicle + aftermarket"
While releasing the "Brand Upward Strategy", Dongfeng Commercial Vehicles clarified the sales target of Dongfeng Commercial Vehicles in 2022. The joint optimization of "product + service" is undoubtedly the only way to achieve sales. Dongfeng Commercial Vehicle announced the main model of the 2022 year, for logistics, cold chain, hazardous chemicals, engineering vehicles and other market segments to build, including Dongfeng Tianlong GX, Dongfeng Tianlong KX (king version), Dongfeng Tianlong KL (light win version), Dongfeng Tianlong KC (DynaSky Edition) and other 28 products covering fuel, pure electric traction, cargo, engineering, special vehicles, etc., representing the "Dongfeng" brand strong attack.
Under the support of a strong product matrix, Dongfeng Commercial Vehicle will also vigorously carry out marketing. In 2022, Dongfeng Commercial Vehicle will continue to deepen marketing transformation and market insights, study the operating costs and value of customers throughout the life cycle, practice the integrated sales model of "vehicle + aftermarket", meet customer needs with more accurate products, strengthen operation control and network construction, and achieve a win-win situation for Syntao.
At the same time, in the face of new opportunities in the aftermarket, Dongfeng Commercial Vehicle plans to focus on customer needs, focus on customer pain points, release a variety of aftermarket products such as smart tires, remote intelligent maintenance, special accessories, and China VI service agreements, create a diversified aftermarket ecosystem, and provide customers with a full range of solutions, so as to achieve product empowerment, financial empowerment, service empowerment, and brand empowerment, so as to support the achievement of sales targets and "brand upward strategy" in 2022.
epilogue
In 2021, Dongfeng Commercial Vehicle adheres to the principle of "winning in China VI" and has won the opportunity of the National VI market and customer reputation; in 2022, consolidating the advantages of China VI will be an important task of Dongfeng Commercial Vehicle, and the "brand upward strategy" undoubtedly provides clear guidance for this work in many aspects such as vehicle, power and service.
As Wang Wei, general manager of Dongfeng Commercial Vehicle Co., Ltd., said at the dealer conference: "In 2022, Dongfeng Commercial Vehicle will usher in new changes and transformations, based on the long term, to withstand the temptation of short-term performance, to withstand the pain of change, to maintain strategic determination, and to move forward bravely." In 2022, dongfeng commercial vehicles " brand upward" journey has been fully opened.