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At the 2007 annual business meeting of Foton Motor, nearly 2,000 Foton Auto dealers booked 480,000 vehicles, which meant that they had already been sold without production, which is very rare in the commercial vehicle sector. Zhang Bin, the brand director of Foton Motors, said that dealers dared to book these cars because they knew about consumers and it was due to the good image of Foton in the minds of consumers. Foton Motor aims to continue to cultivate brands in the minds of consumers.
Planting brands in the minds of consumers
Continue to bring benefits to consumers
In 2006, the brand value of 13.968 billion yuan of Foton Motor ranked fourth in the domestic auto industry, which was the growth rate of Foton brand value of nearly 20% for the third consecutive year. In fact, these three years are exactly three years after Foton Motor implemented its brand strategy. Zhang Bin said that the brand management of Foton Motor does not refer to brand marketing, nor to simple brand communication, but to the management of brand value assets. In other words, Futian not only produces cars, but also creates brands in the minds of consumers. “A lot of brand operations and management of our Foton Motor actually accumulate value in the minds of consumers, save money in the consumer’s emotional account, the more money is saved, the higher the consumer’s satisfaction, and the more The higher the loyalty, the higher the return the company gets.†Zhang Bin said that we are building the Futian brand instead of the Foton brand image. We need to conduct two-way communication and full-scale integration of brand information with customers, rather than one-way and single advertising.
Foton Motor is also constantly giving consumers benefits, and set a number of benchmarks in the field of commercial vehicles. Such as the extension of the heavy truck warranty period of 50%, Ouma can be full-package quality for two years, can not be repaired in a timely manner to extend the day to compensate for 200 yuan and other projects have been familiar with consumers. Foton Motors has formed a major advantage in the field of commercial vehicles, and the service brand of “Worry-free†has already been deeply rooted in people’s hearts. In addition, in order to better solve the problems of consumers, Foton Motor has established the largest call center in the field of commercial vehicles and is on duty 24 hours a day. In the recently released “2006 China Commercial Vehicle Service Appraisal†results, Foton Motor won the title of “Gold Service Providerâ€. Foton Motor received high scores in its warranty items, warranty costs, telephone consultations and other items that related to the vital interests of consumers, and telephone consulting projects also won the first place.
Commercial vehicles also have to talk about emotion
“Commercial vehicles have been or have not always been the image of people’s “stupid and bold†image, which is the result of consumers not knowing about commercial vehicles. From a technical point of view, the technical content of commercial vehicles is much greater than that of passenger vehicles. Higher.†Zhang Bin said, “The requirements of commercial vehicle owners have also been on the rise. They no longer meet the value of the vehicle itself. Although this is more obvious in the field of passenger vehicles, it attaches the identity and status of the vehicle owner. For example, in our truck contest held by Foton Motor, the participants are almost all truck drivers. They are also very willing to participate in the truck competition. The main reason is that they can get emotional satisfaction from the game, not just the truck's use."
"From the perspective of market competition, the production and manufacture of brands in the minds of consumers must not only give them value, but also continuously increase their cultural value, as do commercial vehicles. This is the trend of commercial vehicles."
In 2006, the production and sales volume of Foton Motor exceeded 350,000 vehicles and won the national commercial vehicle sales championship for nine consecutive years. More importantly, the high-end business of Foton Motor has achieved rapid growth. The proportion of high-end business has increased from 19.8% in 2005 to 35%, an increase of 77%. The growth of sales of high-end products, in addition to the continuous upgrading of Foton auto technology, Foton Motor's strategy of growing brands has also contributed.
At present, Foton Motors has established sales networks and maintenance networks in more than 20 countries around the world. The listing of the new generation of MPV Futian Meng Parker announced that Futian entered the field of passenger cars. Futian's strategy of growing brands in the minds of consumers will also extend to a wider area.
Our reporter Yuan Tao
Truth confession The most memorable thing in 2006
German old driver evaluates Chinese truck
In 2006, Foton Motors had a lot of great events that were very memorable. On March 17th, Auman ETX and Omar can be listed on the two high-end models; in April, Vicwood, German BOSCH and Austrian AVL Company signed an international strategic alliance in the General Assembly Hall; in September, Futian Auman went out of the country to compete with the international top level. The truck brand communicated and won praise; the world-famous Heidelberg Automotive Technology Museum permanently collected Auman trucks. But what I most forgot was that during the friendship game between Auman and MAN Trucks, I had a two-hour conversation with a German old driver who had been driving a truck forever. His impression of Chinese trucks was great. The change, and through the good impression of Auman, changed the impression of Chinese industry, which made me feel very proud. It also shows that Auman has already had the level of participation in international competition.
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