After decades of cold and hot, Foton Motor's annual sales increased from 26,000 to 600,000, achieving a leap from a single light truck to a commercial vehicle!
Foton motor is committed to building a "worry-free" service brand, making every effort to enter overseas, and showing the charm and courage of international brands! It also opens up a broad road for the internationalization of Foton Motor brand!
Looking back on the road of automobile brand in China
When I didn't know what I was talking about, it was Foton Motor that created the brand identification system (BIS) with foresight, which opened a new era for China automobile brands.
It was Foton Motor that rejected glitz, built a brand operation value chain, put forward brand integration and communication, and realized the return of brand building.
After ten years of continuous innovation, enrichment and improvement, the brand building of Foton Motor is becoming more and more mature. Through the full combination of theory and practice, we have achieved fruitful results in the construction of brand identification system, the application of brand operation value chain, brand integration and communication. , worthy of being the first brand of commercial vehicles in China!
The rise is due to foresight.
The competition of modern enterprises is not only the competition of products and markets, but also the competition of brands. If Foton Motor wants to develop rapidly, continuously and healthily, and realize the transformation from extensional expansion to connotative growth, unconventional means can be done. Fortunately, the visionary Fukuda people first realized that paying attention to brand building is the only way to realize its leap-forward development.
Ideas determine the way out and attempt to determine the layout. The brand recognition system is astounding, attracting the attention of the industry and becoming an example for the industry to learn. Through the comprehensive introduction of brand identification system, Foton Motor has truly mastered the essence of the brand and has an international vision, which has laid the foundation for the all-round development of the brand.
Innovation comes from never stopping.
After knocking on the door of brand building, Foton Motor's brand has entered a stage of all-round development. Systematically planning and building one's own personality and image, and improving one's popularity, recognition, reputation, loyalty and recommendation in consumers' minds have become the core of Foton Motor brand building, all of which come from the innovation of Foton Motor brand.
Under this guidance, Foton Motor, based on the hierarchical audience, refines the brand operation link management business, implements hierarchical management and landing operation, innovatively puts forward that "brand" should be managed as a kind of "product" through brand integration, and introduces the concepts of value chain links such as product research and development, supply chain, manufacturing, distribution and service into brand operation business. It has formed the planning, design, analysis, basic information design, communication application design, media communication and communication support of brand operation value chain, which is the main line running through brand operation management, and has built Futian's unique brand operation value chain, enriched the brand identification system in an all-round way and is more operable and practical.
At the same time, Foton Motor innovatively shifted its marketing focus to brand integration and communication, fully integrated upstream and downstream resources through two-way interactive communication with consumers, and made a "people-oriented" article on the basis of improving terminal sales, making great strides in the direction of "internationalization, technology and humanization".
Glory comes from brand achievements.
Futian people's unique vision and serious professionalism have achieved a unique automobile brand management model, effectively supported the benign development of Futian brand, and innovatively created its epoch-making brand road.
With the growth of Foton brand, Foton Motor's position as the "first commercial vehicle" has been continuously consolidated, and its brand value has been continuously rising, from 4 billion yuan/kloc-0.60 billion yuan in 2002 to 8 million yuan/kloc-0.80 billion yuan in 2003, to/kloc-0.05 billion yuan in 2004 and to 2005. By the end of 20 14, the brand value of Foton Motor has reached 671270,000 yuan, ranking "the first commercial vehicle in China" and the fourth in the automobile industry. Compared with 20 13, the brand value of Foton Motor increased by 3 1.96% year-on-year, making it worthy of being the leader of commercial vehicle enterprises in China.