Second, the problem of brand aging. Hongqi brand has a deep brand of planned economy, and the brand aging problem is serious. First of all, it is manifested in brand association, which is a distant memory. Secondly, the product lacks innovation, and there is no obvious difference in both technical performance and appearance. The third mode is channel mode or mostly direct selling mode. 4S stores have just started, and the number is pitiful. Fourth, in terms of communication, I still hope to use the government's word-of-mouth communication, and there is no communication model suitable for modern marketing. Fifth, in the "4C" marketing era, excellent automobile brands generally adopt new models that consumers care about and respect, such as "customer clubs", but Red Flag has no time to take care of them. At present, Hongqi can't let consumers feel the brand's taste, status symbol, innovation, rich cultural connotation and flavor of the times like other high-end automobile brands. Therefore, the brand needs to inject new connotations, and the "New Red Flag Movement" is imminent. For example, Changhong in the home appliance industry has also experienced the process from glory to aging. Starting from April 18, 2006, Changhong made a gorgeous brand strategy transformation based on the assurance of the future 3C integration, put forward a new brand proposition with great humanity and sense of the times, namely, "Happiness creates C life", and planned a series of transformation activities: inviting smart beauty Xu to endorse the brand, parachuting Wan Mingjian to launch mobile phones, shrinking unprofitable air-conditioning products across the board, and increasing investment in digital TV. The successful transformation of Changhong brand should be a reference for Hongqi. For the "New Red Flag Movement", here are four suggestions: 1) Refine the brand core appeal of keeping pace with the times. Such as "quality, taste, character", or "struggle, glory, enjoyment" and so on. 2) Enrich and spread the cultural connotation of the brand. In this regard, we can learn from Wuliangye's film and television advertising refining model. 3) Introduce as many innovative genes as possible for the brand, including technological innovation, marketing model innovation and management innovation. 4) Integrated communication. Show the "new red flag" to consumers and let them find reasons to like it. It is very important to learn to create brand topics and guide the media and the public to compete for discussion. It can be said that almost everyone who loves this country hopes that the Red Flag will be brilliant again, which is a soft resource that no other China brands have at present. With this, as long as the topic of red flag is handled properly, it will inevitably attract the attention of the whole people. 5) Adjust the brand VI system. For example, if we want to keep pace with the times, we should give the "New Red Flag" an English name and learn from brands such as Lenovo and Haier. Today, with the irresistible trend of internationalization, Hongqi must have an international vision even if it is not in a hurry to go abroad at present. Only when the red flag is internationalized can it give more glory to consumers who love national brands.
Third, the product problem. The single product of Hongqi is a factor that hinders the development of Hongqi brand. However, in order to enhance the overall product strength of Hongqi, we should not only enrich the product range, but more importantly, let Hongqi embark on the "boutique route" first. The so-called boutique is not that enterprises think that boutique is boutique, but that consumers think that boutique is boutique. In other words, your product should have enough reasons for consumers to like it. Every detail of your product is perfect, and every link can reflect the brand's "customer care". You are constantly pursuing Excellence in product quality, comfort, performance, appearance, personality and taste. Secondly, let the red flag take the "differentiated route". Before Hongqi's product system is imperfect and its independent innovation ability is insufficient, enterprises can focus on enriching product series. However, with the deepening of the "New Red Flag Movement" and the intensification of market competition, enterprises must shift their energy to the development and promotion of differentiated products. After the first stage of brand promotion, "New Red Flag Movement" needs a new standard bearer, and this standard bearer is a new product that innovates, occupies a place and creates a brand image. Before 2006, Mengniu was in the first stage of brand communication, that is, the WHO stage, and told consumers "who I am" through events such as "astronaut-specific milk" and "super girl". Since the launch of the differentiated new product "Telunsu" in 2006, brand communication has entered the second stage, that is, the "what" stage. Through the development and promotion of differentiated products, tell consumers "what is my advantage", and through the hype of "Telunsu", the highest award in the global dairy industry, the reputation of Mengniu brand has been greatly improved. In addition, the pricing of products is also a key factor. According to reports, 198 1 year, Hongqi once stopped production because of the phrase "lose a car and lose tens of millions". Nowadays, to return to the high end, if the brand wants to develop sustainably, it must have enough profit margin (of course, this premise is that the products are fine and tasteful). How can we spread the new red flag without profit? Without excellent communication, how can the "New Red Flag Movement" succeed?
Fourth, the team problem. To be clear, the author is not and has no right to criticize the current Red Flag Team. It can be said rudely that most of the current automobile talents in China have no experience and thinking in operating high-end national brands. The return of the red flag to the high end is not an armchair strategist, let alone a slogan. Must have systematic high-end marketing thinking and talents suitable for operating high-end national automobile brands. The "New Red Flag Movement" must have the following three talents: First, an excellent consulting and planning team. They must be the top domestic team with experience in marketing planning of high-end consumer goods brands (it is best not to find foreign think tanks for the planning of national brands). In addition, with the help of our unique national feelings for Hongqi brand, we can invite many Industry-University-Research experts to hold more brand seminars. At the same time, with the help of the power of the network, on the one hand, it gathers the wisdom of the people, on the other hand, it warms up the "New Red Flag Movement". Followed by a professional high-end brand management marketing team. They should have systematic integrated marketing thinking; Unswervingly positioning the brand; Know how to improve the brand's taste and cultural connotation; And how to sell high-end products; They must give up the price war thinking. If a team manages low-end brands for a long time and is good at price wars, then don't expect them to play the "New Red Flag Movement". Take Changhong for example: In February of 200 1 year, Ni came out of the mountain again and took charge of Shuaiyin. From April, 200 1 year, Changhong once again started large-scale price reduction activities; Also from 200 1, Changhong cooperated with APEX Company of the United States. The marketing strategy of this company was "paying attention to sales at all costs", which was exactly the same as Changhong's, and finally caused Changhong to fall into a quagmire of losses of nearly 4 billion. Therefore, we can't expect "price butcher" Ni to lead Changhong to abandon the price war and carry out strategic transformation. This is another powerful and avant-garde R&D team. It is understood that FAW has planned to invest about 654.38+03 billion yuan in independent research and development and technological innovation before 2065.438+05, of which a considerable part is R&D investment in Hongqi products. This is a good thing, but it must be put in place to really produce results. At the same time, considering that foreign countries are more advanced in the development of automobile industry, it is suggested that Hongqi learn from brands such as Haier and Lenovo and set up R&D centers in developed cities abroad. As a symbol of the national automobile industry, Hongqi brand embodies the dreams of too many people in China, and is highly anticipated by many people! In 2008, when Chinese people's national consciousness is unprecedentedly awakened and national pride is unprecedentedly high, if we can effectively break through the above obstacles, the "New Red Flag Movement" will surely usher in various repercussions, and the Red Flag brand will surely return to the high-end hall and continue to write brilliantly. Wu shichang, an expert of brand China Industry Alliance, a researcher of China Brand Research Institute, and the marketing director of a fast-moving consumer goods enterprise group in Fujian.
First of all, it is very difficult to define a brand clearly. We heard this morning that our Secretary-General Yang gave us a new definition. I can't remember how many articles I read. In a word, they don't have a unified brand definition called international standard. It is not difficult to understand that brand is a dynamic, and different countries, different stages and different industries have different understandings of brand.
Second, we are here to understand the brand concept, which I think may not be fully understood and recognized, because different industries have different perceptions of the brand, and the key lies in action. How to understand a brand at the most basic level, the key is to become an operable thing.
Today, combined with our actual work, I would like to share with you some ideas of our brand management and operation. My topic is to create a brand system with China characteristics. Although time is tight, I still want to take a minute to briefly introduce Futian.
Futian was founded for 9 years and has been a car driver for 8 years. Now it has become the first commercial vehicle in China, and now it belongs to one of the three major sectors of BAIC Group. Now it is the first in the industry. Why do you say the first concept? Because of the first place and the second place, you see the information shows that you have to sell 20% more. In addition, for example, Columbus discovered the New World. Who was the second person to discover the new continent? No clear, no one knows, in this era of information explosion, we must put our image first, first positioning it as the first commercial vehicle, and then gradually expanding into a bigger first, which is the result of the growth of different brands. I think good brand management should divide this tree very clearly. We have seven brands, 17 sub-brands. We see red and blue in it. In our brand strategy, it is essentially a model of our own dual-brand strategy. Here is a basic model, so I won't go into details. More importantly, we have a framework agreement with Mercedes-Benz, the first brand in the world automobile industry, which can be implemented at the end of this year or next year. What he values most is our understanding of management, including brand. More importantly, we emphasize that the cooperation with Daimler is an independent brand. Now many people in the industry are doing well, but it's a pity that it's someone else's brand. We are completely Foton Motor, which is the importance of adhering to our own brand.
In our own management, we have three-dimensional theory. This is rare in enterprises, especially in the automobile industry. For example, taking service as an example, it is very cheap to buy an air conditioner, which can be bought for one or two thousand yuan. However, if we want to do a service, we may need to make five phone calls. Our car costs at least several hundred thousand yuan, but compared with home appliance enterprises, our service is obviously very different. Automobile enterprises are in the exploratory stage.
Our brand doesn't mean that we will start the brand. Foton Motor has been a brand since its establishment. I don't agree. I will start making brands tomorrow. I have been making brands since the birth of this enterprise. We should launch the operation and operation of our brand anytime and anywhere. We did some thinking here. First, we made innovations in China and introduced our BIS strategy. Everyone thinks it is a new word, but in fact, our understanding is not a simple change. Brand recognition system is very different from our BIS system, and the positioning point is completely different. As we all know, CIS has been introduced into China for twenty or thirty years. In the past two years, many enterprises, including Lenovo and Haier, have begun to make a makeover. I think this change in corporate image is fundamentally different from that of 10 years ago or 20 years ago. At that time, I felt more fashionable. Today's change should be from the heart, because all the environment has changed. We must understand our brand from the perspective of the market and consumers. BIS is considered from the perspective of brand, and its foothold is different. This theory is not revolutionary, but our own understanding on the basis of many predecessors. It is definitely not for the needs of our communication, but more for our heartfelt explanation of establishing our brand system from the perspective of brand. Here is a table that distinguishes CIS from BIS. Simply put, it is different from the standpoint, one is based on the enterprise and the other is based on the consumer. In addition, the scope is different from the legal coverage and so on. Its achievements are also different, from strategic achievements to homework achievements, goals and work systems are different. In the composition of knowledge, it uses different things and means of communication. There are certain differences. There is such a formulation in China, but as an enterprise that can operate BIS strategy in all directions, we have not seen it yet. For two years, we have been implementing the strategy of the Bank for International Settlements. 1On May 24th, 995, we launched the strategy of the Bank for International Settlements for the first time. It has been two years now, and we have continuously improved this concept in the course of operation. Point is customer-centered and market-centered. This is not difficult to understand, but we have been shouting this sentence for many years, but many of us have seen the so-called Fortune 500 companies, doing some charity while making some fake and inferior products. Everyone has seen the recent reports, and I think it is still a central idea to really regard consumers as gods. I don't think it has been fully established, otherwise this phenomenon would not have occurred. This is our so-called "consumer-centric" slogan, which really failed. This is far from finished. I think what we are doing now is not talking about anything new, but doing our most basic things to the end. This is the most basic thing for us to do marketing and branding. This is one of my views.
We have some impetus to introduce BIS, which is from the heart, from the promotion of enterprises to the promotion of competition to the promotion of the market. We must form a marketing strategy different from our competitors.
This is a simulation of our diamond logo to understand the whole BIS. Core brands have values, interests and so on. The most common MI, BI, VI, and we emphasize one in particular. In the automobile industry, products are particularly important. We add ADI, and at the same time add terminal and enterprise voice recognition, AI. It's not that there will be no CIS V after the introduction of BIS, but CIS is still in our enterprise. Our company has two systems running at the same time to develop our entire communication management and brand management.
This table simulates some of our overall understanding and ideas about the brand. First of all, the point is consumers. From the basic elements of our brand, we can see that this piece is a value chain from basic elements to terminal sales. What we do is brand management, and the highest level is brand equity. From research and development to final management, from internal staff to partners, we are a brand in the whole process. At the same time, our communication is all-round and 360 degrees. The whole space is our complete understanding of the brand. 360 degree application. The core of BIS is that we understand it from three dimensions, but the angle has changed and the foothold has changed, MI, BI and VI. I don't want to explain these three concepts here. Later, we hope to embody the internal core elements of the brand in the five aspects of DI, that is to say, my product positioning is high-tech, an affinity, and the brand experience is different. In the design of my car, I will experience different performances, from material to modeling. At the same time, it is different in external image. Now Volvo, BMW and Mercedes-Benz can do these things. We don't have it in China's DI.
In the terminal, because all the links and brand elements are ultimately reflected in the feelings of the terminal, the terminal is the channel and link for consumers to face-to-face contact, which is very important. We emphasize this very strongly and very importantly. More importantly, we believe that systematic management should be operation, which is applicable from the end to the edge. We combine our own characteristics and turn those so-called profound thoughts into our actual understanding. For example, we turn the brand into brand management. How should we treat our own brand? Channel is our media, and service is our back door. We should treat it as a whole system. Regard the management value chain as a series of understandings of brand value. Structurally, there are strategic investment, brand planning and brand operation, and the support of this system forms a system of brand operation. This table illustrates the relationship between our basic elements and the target market in brand management. This table is our breakdown of consumers. We noticed that from the external public to the internal public, there are not only consumers, but also many ordinary people. We are divided into 12 classes. Only the State Council Development Research Center is doing this work, and our enterprise is also studying this problem. We know that marketing strategy is to say different things to different people, which affects us. We are doing research in this field, and how to use social stratification in enterprises is a new topic. This table describes the social stratification mentioned just now in great detail. According to the grouping and stratification, there are social classes, but there are different groups, some are active and some are conservative. We can spread it to different people. We are also hierarchical in business management, and the operations at different levels are completely different. This is our internal management organization. All work must be guaranteed by an organization. There are many details in our Committee, including support, management and homework. This is the operation chart of our whole brand management. There are many departments and links in it. Our employees run through every cell of our employees, and the DNA in our blood is doing brand management all the time, not formally. For example, in understanding our culture and brand, we must let consumers be served from the heart of our employees, not trained. This form is our management chart. Open every point and have different understandings in different businesses and departments, so that the management of this brand is truly operational, rather than staying in the brain and some people's minds. When this person is transferred, the whole system will be in chaos and people cannot change their functions. The brand should stick to the end.
Because of the time, I spoke quickly and finally told a case. How did Ou Man, the winner of the 4th Outstanding Marketing Award two days ago, practice his speed?
Ou Man is an important core brand of our company. We have a major brand in this field, among which Ou Man is the key for Futian to move from low-end to high-end. Futian can seize this strategic opportunity and enter the field of trucks. In just three years, the growth is very fast, as can be seen from this table. Generally, 1 10,000 vehicles is a very large scale, while we had10.5 million vehicles in 2002, and now there are 40,000 to 50,000 vehicles, which is very fast. In a short time, we can be listed in the top seven short cards, and now we are in the top four. Where is this truth? We believe that we have adhered to the BIS brand recognition system I just talked about. From brand positioning, from the perfection of marketing elements, the cooperation of integrated communication and the overall cooperation.
Let's start with positioning. From the study of consumers, we find that we are often only influenced by some basic aspects, talking about money-making machines. I don't think consumers can't do this. Brands not only sell cars, but also sell more use value and services. So we hope to give consumers more feelings in other aspects. In terms of positioning, we have positioned ourselves to be in sync with the world from the beginning. This is our slogan, followed by technology from Europe, which has a sense of keeping pace with the world in terms of technical services and so on. Our consumer groups are still relatively low-end. At the same time, we use the principle of brand dynamics to keep our high-end brands stretching, because we are doing it from low-end to high-end. In the early stage of brand establishment, we took a detour. What to do from the low end is a roundabout strategy. Recently, I saw one of the top 100 world brands commented by Businessweek, but one of our internationally famous automobile companies was not included, that is, General Motors, whose brand is very general. In a big industry like automobile, we need to establish a unified brand image. We hope to continue to promote brand building through circuitous strategies. This result is obvious.
Our car is actually a Japanese model, which has imported European technology, not entirely European. But we believe that the cognition of communication is not the fact itself, but the fact that consumers think is the fact. Don't think how good your product is, the consumer can accept it, but he can only accept it if he feels good.
This watch is our final result, which has a great influence on us, and we rank second among European brands. Just now I mentioned that this car (picture) is actually a blend of China people's aesthetic habits. The European car is square, and our angle is slightly round. Not only this, but also the body design. They all hope to give consumers different feelings. At the same time, in terms of marketing elements, we strive to be complete, from popular marketing to our refinement, and do every link. Our terminal has many images to display. We have a training center, a club and the largest call center in the service network, providing services for our users on the roadside. Implement synchronous engineering and communicate with consumers. We also invite users to visit our factory and let them feel the real value.
We hope that Foton Motor will become the world's largest commercial vehicle manufacturer and a world-famous brand in 20 10.