Brand power has always been the main axis of channel management in all walks of life, which is a collection of brand awareness, reputation and integrity. In general, having excellent brand power means that the brand has been recognized by the public, which means that the brand's products are generally not worried about selling in most cases. For example, Apple and Huawei in the mobile phone industry, LV and Hermès in the luxury industry and so on.
In the automotive industry as we know it, such laws also apply. However, in everyone's inherent impression, good brand power often belongs to luxury or joint venture brands such as BBA or Liangtian, and the brand image of independent brands in everyone's eyes is generally based on "old and broken", without any brand competitiveness.
In fact, this is not the case, with the rapid rise of independent brands in recent years and the spurt development in the field of new energy, many independent brands have accurately found their own positioning and made good results, and accumulated a certain brand influence, and even some of the independent brands have also achieved curve overtaking, today Xiaobian will take stock of those independent brands that have made achievements in their own fields and have good brand power, and then look down!
Great Wall Tank
Representative Field: Hardcore Off-Road
Great Wall's sub-brand tanks can be described as a spring breeze in 2021, and its first hardcore off-road model, the Tank 300, detonated the entire car market as soon as it was released. The tank 300 has successfully won the recognition of consumers with its ultra-high configuration, strong off-road capabilities, avant-garde and stylish exterior interior and extremely favorable price. In 2022, the popularity of tank 300 is still unabated, and with the expansion of production capacity, the sales volume of each month is now maintained at more than 10,000 units.
Tank 300 with its own strength will once be niche hardcore off-road market back to the public's vision, but also let more consumers have the opportunity to get started off-road vehicles, following the tank 300 explosion after the tank brand also took advantage of the victory to launch a higher positioning of the tank 500, still not worried about sales. In general, the success of the tank is inseparable from the technical precipitation of the Great Wall over the years, and it has also proved itself with sales, proving that the Great Wall Tank has established a good brand influence in the field of hardcore off-road.
BYD
Representative fields: new energy, hybrid
In recent years, with the advent of the new energy wave in the automotive industry, Many new energy vehicle companies have been born in China and have achieved good results, but when it comes to who is the "brother" in the field of new energy, BYD deserves it.
BYD's scientific research team has begun to study the application of electric energy in the field of electric energy in the automotive field as early as twenty years ago, and launched the F3DM hybrid model in 2008, and when the new energy vehicles first emerged in 2014, BYD launched the BYD e6 and BYD K9 electric buses with years of accumulated experience and technology, which not only gained a lot in China, but also opened up the European and American markets.
Since then, in the field of pure electric vehicles, BYD has been out of control, and naturally became the industry leader, and the DM-i super hybrid technology launched by BYD in 2021 is even more amazing, in the face of this technology, even the former hybrid giant Toyota has also overshadowed, and the series of models equipped with DM-i super hybrid technology have also lived up to expectations and become a hit.
To this day, BYD still continues to exert efforts in the field of new energy, constantly overcoming difficulties, and carrying out product iterative research and development, and this brand has become the first brand that everyone thinks of when talking about new energy, which is enough to prove that it has brand power in this field.
red flag
Representative field: autonomous luxury
Due to the late start of the mainland automobile industry, in the past few decades, independent brands have been a blank in the field of luxury cars, but in recent years, the mainland's most "rooted and red" car brand Hongqi has sprung up, with a number of luxury models led by H9 successfully grabbed an acre and three points in the field of luxury brands, filling the vacancy of domestic cars in the luxury field.
In recent years, Hongqi's R & D and design team has been proactive and conscientious, and the appearance and interior of the launched models are uniquely "Oriental Charm", and the engine technology is stable and reliable, coupled with its "root and miao red" brand background, it has quickly won the favor of many consumers. In 2018, Hongqi's annual sales reached 33,000 units, an increase of more than 600% year-on-year; in 2019, Hongqi's annual sales exceeded 100,000 units, achieving a year-on-year doubling growth; in 2020, Hongqi's sales continued to double, with annual sales reaching 200,000 units, leaping to the front line of the automotive industry's runway.
In the past 2021, Hongqi's annual sales reached an astonishing 300,000 units, sales increased by more than 60 times in four years, and in 2021, brand sales successfully jumped to the first place in the second-tier luxury brands, beating a number of old luxury brands such as Lexus, Cadillac, Volvo, etc. Such achievements not only made our people proud, but also successfully proved to everyone that China has luxury brands.
Lynk & Co
Field of representation: Sports
With the gradual rejuvenation of the automobile consumer group, the sports car series can also be described as a hot land in the entire automobile market in recent years. In this context, more and more car companies have begun to focus on this field, such as the MG 6, Trumpchi Shadow Leopard and Changan's UNI series models that have appeared in the past two years, but in the field of sports models, Lynk & Co is the real leader in domestic brands.
Remember that in 2019, Lynk & Co won the first time on the WTCR field, and this victory was a milestone achievement, because this was the first time that our country's five-star red flag was rising in a world-class automobile event, and since then, Lynk & Co has won the WTCR race for three consecutive years, achieving an unprecedented feat.
The 03 series models that carry the power of the championship have naturally become the first choice for many young people to embark on the performance journey, and their sales can be regarded as the "mainstay" in the entire Lynk & Co family, and the 03+Cyan model launched last year is also eye-catching for many young people with many elements such as the original big tail, sports kit and racing chassis tuning.
With the dual blessing of event achievements and sales results, Lynk & Co has now become a well-deserved benchmark for domestic independent brands in the field of sports performance models, and its brand power in the field of sports is naturally self-evident.
Write at the end
With the vigorous development of China's automobile industry in recent years, most of the domestic brands have successfully removed the hat of "old and broken" in the past, and even in the current situation of the car market, they can still hand over a good sales answer. It is said that "there are a thousand Hamlets in the eyes of a thousand people", and the consumer market itself is difficult to reconcile, so the best way to judge the quality of a brand and the size of its brand power is sales and word of mouth, and the above four brands have proved themselves with sales results.
And I think that domestic brands can show such a momentum of rising against the trend at the moment of the epidemic and the lack of cores, which is something that all of us in China are certainly worthy of our pride. Of course, in addition to the above four brands, there are a lot of independent brands in their own field to make good achievements and have a certain brand power, if you are interested in it, welcome to leave a message in the comment area, the next time we continue to say!