At the beginning of the Year of the Tiger, Dongfeng Commercial Vehicle officially released the "Brand Upward Strategy" at the 2022 Dealer Conference and Marketing Summit Forum. Dongfeng Commercial Vehicle will take the customer as the center and the "brand upward strategy" as the general traction, promote the business landing of the whole value chain, and strive to become an excellent commercial vehicle enterprise.
The three-stage brand upward strategy highlights the vitality of the brand
Dongfeng people persevered, starting from military vehicles to cut through thorns, after more than 50 years of leapfrog development, grew into a leading brand of national brands. In the face of the new situation of the beginning of the national "14th Five-Year Plan" and the great changes in the industry, Dongfeng Commercial Vehicle announced the "Brand Upward Strategy", showing that it has joined hands with global partners to become a "reliable operational ecology builder", empowering customer value and empowering the development blueprint for the industry.
At present, dongfeng commercial vehicles are taking the customer as the center and taking the brand upward strategy as the leader to carry out the selection and recruitment of senior executives in the whole value chain, institutional reform, and organizational optimization, and backing up the enhancement of customer value with a sound and efficient functional system. In the next 10 years, Dongfeng Commercial Vehicle will open a new journey for the brand upwards, implement a three-step phased strategy, create excellent quality with the spirit of craftsmanship passed down from generation to generation, and gradually realize the transformation from China's leading brand to excellent brand to world-class commercial vehicle brand. Through the polishing of products and services, and continuous improvement of customer satisfaction and brand reputation, Dongfeng Commercial Vehicle will pass on the "reliable" brand label to the global market, leading the brand influence of Chinese commercial vehicles in the global industry.
Focus on building a 1+5 brand strategy system
Based on the general traction of the "brand upward" strategy, with Dongfeng Commercial Vehicle as the main brand, we will build a diversified "1+5" brand strategic structure of vehicles, power, technology, service and ecology, and implement a series of brand promotions in terms of goods, services, technologies and business models, and strive to become the "most reliable Chinese truck brand" recognized by customers.
In the inheritance and transformation of Dongfeng brand genes, the value connotation of the five major sub-brands of Dongfeng Commercial Vehicles has been continuously upgraded. The vehicle brand "Dongfeng" brings customers efficient and economical operating value and comfortable and convenient operating experience with diversified product matrix. Power brand "Longqing", adhere to the "technology-driven dream" to improve product independent research and development, the formation of 7 + 2 product matrix, to provide customers with "the most reliable power solutions". The service brand "Dongfeng Sunshine" creates a complete service system of 24-hour service assistance and technical support to help customers operate worry-free throughout the life cycle and make reliability go further. The technology brand "Infinity Star" is deeply rooted in the iteration of intelligent driving trucks and is committed to becoming the leader of the overall solution of unmanned intelligent logistics. The ecological brand "Kunyue" brings green and intelligent logistics overall solutions to the market and customers through continuous technology and model innovation.
Enhance the operational value of customers with reliable products
In order to meet the application value of differentiated segmentation scenarios, Dongfeng Commercial Vehicles has created a medium- and heavy-duty truck brand represented by Dongfeng Tianlong and Dongfeng Tianjin, and through the continuous iteration of technology and commodities, dongfeng commercial vehicles provide customers with better profitability, the best driving experience, worry-free service and comprehensive driver management support. Dongfeng Commercial Vehicles injects vitality into the brand by further polishing the product performance of "high-end, efficient and high value" and achieves continuous breakthroughs led by the industry.
In 2021, Dongfeng Commercial Vehicle launched Dongfeng Tianlong GX, a high-end heavy-duty truck and trunk logistics expert, setting off a national trend of heavy-duty trucks, helping to create an efficient, safe, reliable, comfortable and intelligent top road transport ecosystem, and accelerating the situation of domestic independent replacement of imported vehicles. In addition, Dongfeng Commercial Vehicles has laid out new energy undertakings, launched 3 technical routes of pure electric, hydrogen fuel and hybrid, and 16 models, covering steel mills, ports, resource transportation, urban construction, urban distribution logistics, sanitation and other subdivision scenarios, providing customers with higher value and boosting the green development of the industry. Create intelligent auxiliary driving trucks to meet the application of urban sanitation, mine dumping and other scenarios, build a new mode of logistics and transportation, and let intelligent networking truly empower the new format of smart logistics in the future. The "China Power Chain" created by Dongfeng Commercial Vehicle Longqing Power brand has realized the comprehensive large-scale application of Dongfeng's independent control system and independent post-processing system to achieve technical achievements, and has broken through a number of key technologies of "card neck".
With perfect service to achieve worry-free operation and care multiplied
Take reliability one step further. Dongfeng Sunshine, a service brand of Dongfeng Commercial Vehicles, provides customers with reliable one-stop service solutions, and ultimately achieves the goal of "high vehicle integrity and low operating costs". Dongfeng Commercial Vehicle has built a "hierarchical service system" and continuously upgraded its network layout, service level, service efficiency, and spare parts guarantee.
It is worth mentioning that Dongfeng Commercial Vehicle took the lead in setting up an integrity center in China, providing customers with integrity support through 8 free services such as active maintenance, active safety, and fleet management. Based on the big data platform, focusing on the whole process of customer "car use, car management, car repair, car replacement", the construction of three information highways of "vehicle condition and fault, service and rescue, accessories and supply", through predictive maintenance, intelligent detection, remote diagnosis and other technical means, to achieve the mode upgrade from passive service to active service to predictive service, to help customers operate worry-free throughout the life cycle, and promote the service upgrade of China's commercial vehicle industry.
Empower future logistics with smart technology
The core technology is accumulated and developed, and the future logistics is empowered with wisdom. Dongfeng Commercial Vehicle's newly launched technology brand, Infinite Star, means to start from the origin, face the future, empower wisdom, and extend infinitely. Through the cultivation of technology brands, Dongfeng Commercial Vehicles has comprehensively built the technology leadership of Dongfeng Commercial Vehicles in the industry, and is committed to becoming the leader of the overall solution of unmanned intelligent logistics.
Based on a variety of future subdivisions, the R&D team of Dongfeng Commercial Vehicles continues to explore new technologies and practice new applications to create a new concept of driverless trucks with L4-L5 levels. At present, Dongfeng Commercial Vehicle has taken the lead in launching the "Infinite Star Port Collection Card" and is the first 5G smart port demonstration operation in China, which is the first unmanned port container vehicle without a cockpit in China. In the future, Dongfeng Commercial Vehicle will focus on the commercial operation of "Infinite Star" from closed scenes to fully open scenes, and promote the accelerated application of smart logistics solutions under new formats.
With innovative models, the operation ecology is infinitely possible
In the 5G era, Internet technology, artificial intelligence and big data algorithms continue to upgrade, based on new formats and new trends, Dongfeng Commercial Vehicle to create an ecological brand - "Kunyue", adhere to the concept of "open, collaborative, win-win", through the continuous innovation of business models, collaborative operation service partners, infrastructure partners, supply chain partners and other forms a "smart magnetic group", to achieve customer value to build a complete support system, and jointly meet the needs of end customers.
In the continuous ecological construction, Dongfeng Commercial Vehicle implements the three major practices of "comprehensive construction of big data platform, ecological operation of subdivision application scenarios, and interconnection of network freight platforms". On the one hand, Dongfeng Commercial Vehicle continues to build digital core capabilities, carry out the digital transformation of research and development, supply, manufacturing, marketing and service models, and explore the business model of "product + operation + ecology". On the other hand, the industry took the lead in releasing the "Power Exchange Logistics Operation Solution" for new energy multi-scenarios, gathered partners to launch the "Smart Port Operation Solution", and launched scenario-customized operation solutions in different scenarios such as high-speed logistics, mines, parks, and municipal administrations. In addition, Dongfeng Commercial Vehicles further opens up operational blockages, eliminates customer pain points, realizes the interconnection of "people, vehicles and goods", and launches a new "Sunshine Zhilian" network freight platform for customers, providing driver comprehensive services, vehicle solutions, cargo transportation solutions, etc., to create a continuous leading business model.
After more than 50 years of wind and rain, Dongfeng Truck has entered thousands of households, and the reliable brand image of Dongfeng Commercial Vehicle has won the support and trust of nearly 7 million card friends. In the future, Dongfeng Commercial Vehicle will always adhere to the customer-centric, take the "brand upward" strategy as the general traction, create value for customers by providing customers with satisfactory goods and services, help customers succeed in business, and write a new chapter in the journey of building an excellent commercial vehicle enterprise.