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Mobile WebSiteMay 10, is the first Chinese brand day, is the Chinese brand all the way to come their first holiday. But also on the Chinese auto brand all the way came to the recognition.
There is such a brand: forty-eight contained towering, tempered; half a century of faith, head forward.
"Twelve Five" period, the overall sales across one million steps, an average annual increase of 4.5%, the industry ranked from the first seven rose to No. 3.
In 2016, the cumulative cumulative sales of 1.377 million, an increase of 13.03%, accounting for 32.21% of the Group's overall sales.
This is the Dongfeng brand.
Today, the first "Chinese brand day", Dongfeng people with Dongfeng spirit to build the brand gene is becoming the world's core image of China's representatives.
Dongfeng Motor Company chairman, party secretary Zhu Yanfeng said, Dongfeng Motor Company will always adhere to the market-oriented, customer-focused, more emphasis on quality improvement and branding, will be more and better products and services to consumers, Will "Dongfeng Motor" to create a reputation at home and abroad of the Chinese brand.
Dongfeng spirit cast the soul of the brand
Dongfeng predecessor, the second car factory, is the early construction of three key national projects, it has a distinctive imprint of the times. It is born of a spirit, that is hard work, the spirit of self-reliance; it is born for a mission, that is, car dream, national revival of dreams.
With the glorious historical mission, the first generation of Dongfeng people in the remote Wudang Mountain began to pioneer. They built a car city with lanterns and flat coins. They created the excellent quality of Dongfeng Motor with the spirit of arduous pioneering and arrogant figure, becoming the core value and main gene of Dongfeng brand.
Entrepreneurship, Dongfeng people will product quality and brand image and enterprise survival and development are closely linked. Dongfeng started because of military vehicles, Dongfeng brand also established by military vehicles. As we all know, military products are the highest quality products, the world's latest technology, the highest quality are reflected in the military products. Dongfeng also by the manufacture of military vehicles formed the highest level of quality awareness, formed to create the most reliable products as the core of the Dongfeng brand genes.
War to test the reliability of Dongfeng products. In the more self-defense counterattack, Dongfeng EQ140, EQ240 off-road vehicles bear the implementation of the most difficult fighting assault and material rush to transport the task, despite the scarred, but not a car because of quality problems out of the accident, the soldiers as " "," Hero ".
After the baptism of war, after the test of the market, Dongfeng car reputation from this set up, since laid the Dongfeng as China's largest military vehicle manufacturers status.
2013, Dongfeng EQ240 by the People's Daily, the People's Network as "China's auto industry 60 years history models."
Dongfeng 140-1, Dongfeng people in the arduous pioneering era to create another classic models, has been included in the history of China's automobile industry, is still a household name. Dongfeng 140-1, Dongfeng has the real meaning of the first medium-sized trucks, set the Dongfeng truck brand's first milestone, marking the Dongfeng truck officially boarded the creation of market efficiency, and promote the rapid development of domestic automobile industry stage.
Dongfeng people, the Chinese nation hard struggle of the soul, into the spirit of enterprise, laid the soul of the Dongfeng brand.
Shuangfei Yan Logo designer Ai De Kun this interpretation of the Dongfeng brand logo meaning: Although the construction of the two mountains in the mountains, but must fly like a bird and rushed to the vast blue sky. Feiyan, is the old generation of Dongfeng people all the feelings of the mascot, on the one hand reminiscent of Dongfeng warmth, giving inspiration and strength, on the one hand also means Dongfeng car wheel rolling forward, never out of Asia World of determination and faith.
From "manufacturing products" to "create brand"
As a leader in the national automobile industry, Dongfeng has expanded its operating scale and promoted the manufacturing level. At the same time, it has been a first-class automobile brand as a historical mission and its own development needs. It is committed to the transformation of manufacturing enterprises to brand enterprises.
In the Dongfeng brand to take off the new development period, Dongfeng company from the international and domestic development situation and the development of the automobile industry law, independent brand building work from the strategic deployment.
Dongfeng brand construction work is the guiding ideology: the automotive industry policy as an important support in the implementation of international strategy to maintain and continue to enhance self-status, including maintaining and constantly strengthen the independent Dongfeng brand, R & D positions and technical backbone.
In 2013, Dongfeng Motor Group Co., Ltd. and the Volvo Group to establish strategic alliances, re-established Dongfeng Commercial Vehicle Co., Ltd., Dongfeng commercial vehicle brand will be used to jointly strengthen the Dongfeng commercial vehicle brand in the international market influence.
40 years of repairer experience, two decades of joint venture accumulation, Dongfeng strength with a reliable quality, customer satisfaction to achieve excellent brand. As early as 1997, "Dongfeng" trademark in the domestic automobile industry took the lead by the State Administration for Industry and Commerce identified as China "well-known trademarks"; 2006, Dongfeng brand by the State Department of Commerce awarded the "most competitive brands" in 2007, By the State Administration of Quality Supervision granted "Chinese famous brand" of the Chinese enterprises in product quality of the highest honor. In the British brand consultants BrandFinance published brand value list, "Dongfeng" has repeatedly been rated as China's most valuable car brand.
In 2016, Dongfeng company sales of 427.7 million vehicles, operating income of 571.76 billion yuan. Ranking the "Fortune" Fortune 500 of the world's top 81, China's top 500 enterprises 16, China's machinery industry top 500, China's auto industry No. 2.
Carry forward the spirit of craftsmen, the quality of a world-class
Dongfeng company believes that the spirit of artisans to promote the automotive industry scientific and technological innovation, independent development and even to overseas, have a very far-reaching significance. Only to create a large number of highly skilled and highly skilled personnel, training a large number of will work, good management of the excellent team leader, found a large number of first-class foreign language, skilled in project management management personnel, in order to ultimately meet the transformation and upgrading of automobile enterprises, Innovation and development, the need for international development.
"On May 23 last year, Premier Li Keqiang went to Dongfeng Commercial Vehicle Heavy Truck Factory to inspect, and I was at the scene, and the Prime Minister also made a cordial conversation with me, and the Prime Minister encouraged us to carry forward the spirit of craftsmen and make the world a first class. "Dongfeng Commercial Vehicle Co., Ltd. assembly plant commissioning a workshop chief engineer Wang Tao said that Dongfeng Motor to promote the spirit of the artisans attention, so that the first-line skilled workers can be done under the heart of the craftsmen to do the same time, , To find the value of ordinary jobs, and these are to enhance the quality of Dongfeng brand product protection, is an important accumulation of Dongfeng brand.
To enhance the technical level of front-line staff, Dongfeng Company insists on carrying out labor competition which is rich in content, diverse in form and level, wide in coverage and broad in the participation of workers and staff members. It improves the skill level of employees through competition and promotes the development of respect for labor , To encourage the creation of the atmosphere, to promote the upgrading of product quality.
From "Chinese famous brand" to "international famous brand"
The face of the impact of foreign investment, re-closed the lock country can not be launched to resist the action of foreign goods will only protect the backward, the implementation of international brand strategy is the only feasible and effective measures.
Dongfeng company to the creative top-level design of the Dongfeng brand international strategic planning, including the wisdom of the integration and design of the Dongfeng passenger car brand, the innovative use of international resources to develop Dongfeng commercial vehicle brand, the international perspective to integrate the domestic Resources for the Dongfeng products to find the sea.
One of the key bases of brand internationalization is technology. Dongfeng company always adhere to scientific and technological innovation, enhance the core competitiveness of the brand. During the 12th Five-Year Plan period, the share of Dongfeng's technology activities expenses in sales revenue increased from 5.9% in 2011 to 7.4% in 2015. In the past decade, Dongfeng has accumulated R & D investment of only 95.7 billion yuan. R & D results, in the "second five" period, Dongfeng company over the years the number of awards ranked first in the automotive industry.
Product export and localized production are another key to brand internationalization. In 2016, Dongfeng overseas business transformation to achieve a breakthrough, Dongfeng independent passenger car exports to achieve the KD model. Passenger cars overseas exports 2.11 million, an increase of 1 times.
The next five years, Dongfeng company will be more than 70 countries and regions in more than 40 kinds of products, overseas distributors will increase to 912 outlets, overseas service network reached 971, by 2020, Dongfeng overseas export sales target Will reach 150,000.
In order to better spread the brand, and consumers to maintain a positive and effective communication and interaction, Dongfeng company in 2016 exclusive title of the first national large-scale scientific experimental program "Come on! To the future ", highlighting the Dongfeng technology innovation and scientific popularization of the responsibility and play, showing the Dongfeng brand and product technology charm.
