On October 30, 2013, Dongfeng Commercial Vehicle Co., Ltd. and Volvo Ocean Race Management Co., Ltd. signed a joint brand promotion agreement (pictured) at the 2013 China International Commercial Vehicles Show and formally named the “Dongfeng†sailing boat as the only Chinese racing boat. 2014 - The Volvo Ocean Race 2015. It marks the rapid implementation of the "Dongfeng" brand commercial vehicle global marketing strategy.
"Reliance, professionalism, and technology" is the brand concept adhered to by Dongfeng Commercial Vehicles. "China's east wind and the world's east wind" are unwavering visions. The Dongfeng commercial vehicle brand has been cultivated and spread at home and abroad for many years. Now it is "Dongfeng." "It's time to go abroad and spread the east wind to the world.
Word-of-mouth communication: "Reality" is a constant background
Dongfeng commercial vehicle brand communication began with the characteristics of the product, first among users, and spontaneously formed some characteristics of the Dongfeng commercial vehicle brand. "Opening the eight-level firewood, financial resources rolling in," this "jingle" through the widespread dissemination of sales staff and users, making the Dongfeng commercial vehicle in the 1980s and 1990s spread throughout the country.
Quality is always the root of brand communication. Unworthy of name is the biggest taboo of brand communication. Whether it is the product distribution of early Dongfeng commercial vehicles or the subsequent brand communication, “reality†is the background of Dongfeng commercial vehicles that will never change.
In 2006, Dongfeng Tianlong, Dongfeng Commercial Vehicle's next-generation strategic product, was listed. In the initial stage of listing, the value of Dongfeng Tianlong was not widely recognized by users. After the Dongfeng Commercial Vehicle's full value chain efforts, Dongfeng Tianlong was eventually swept the country.
With the rising sales of Dongfeng Tianlong and the hot selling of Dongfeng Tianjin, which was later listed, the connotation of the spread of Dongfeng Commercial Vehicle's word-of-mouth communication products is also deepening. In the first stage, it is more reliable for Dongfeng Tianlong and Tianjin to spread quality and save more money for users. This has played a greater role in the initial sales of products. However, this spread focuses more on the selling point of a product and cannot convey the overall meaning of the brand. In the later stage, Dongfeng Commercial Vehicles focused on the overall strength of Dongfeng Commercial Vehicles from the market, and transmitted Dongfeng Commercial Vehicles as a professional road transport solution provider, which passed on “reliance, professionalism, and technology from the aspects of technology, services, and products. Technology "brand concept.
In 2012, Dongfeng Commercial Vehicle organized brand communication personnel to visit the market to conduct in-depth visits, disseminate Dongfeng Commercial Vehicle's market practice in transition from marketing transformation to service in recent years, and used Dongfeng Commercial Vehicles to shape customer leaders in Dongfeng commercial vehicle service and lead the industry. Image. In 2013, Dongfeng Commercial Vehicles once again reached the frontline of the market and conducted surveys in the manner of sub-sectors and sub-industries, demonstrating Dongfeng commercial vehicle haulage, heavy-duty, medium-duty engineering, heavy industry and other strains, accessories, finance, and services. The strong market strength conveys the rich content of Dongfeng commercial vehicle products.
With the development and progress of Dongfeng Commercial Vehicle Technology, word-of-mouth communication will be passed on as part of the Dongfeng commercial vehicle brand communication.
Image Communication: "Not the Same" Brand Personality
Dongfeng Commercial Vehicle Co., Ltd. unified the VI logo with "one image" to show the company's image. Internally, we designed and produced company LOGO, company name standard word, employee's business card, service station/3S shop standard style, work report slide (PPT) template, etc., and unified company envelopes, letterheads, document bags, portfolios, and handbags. Folders, company office supplies, etc. Externally, the “one voice†has been used to shape the image, a communication committee has been set up, a marketing department’s merchandise distribution department, internal and external media and other units have been organized, and communication work has been strengthened to form a news spokesman system.
At the annual International Auto Show, apart from exhibiting a strong lineup of merchandise to the world, Dongfeng Commercial Vehicles also displayed “one voice and one image†everywhere in corporate image promotion films, new product launches, and media interviews. At the 2013 Shanghai International Auto Show, the new generation of heavy truck Tianlong flagships and Tianlong heavy trucks released by Dongfeng Commercial Vehicles attracted high attention from both inside and outside the industry. They both highly praised and conveyed the high-end brand image of Dongfeng Commercial Vehicles.
Developing overseas markets is one of the important strategies of Dongfeng Commercial Vehicles. In the early days of exploring overseas markets, Dongfeng Commercial Vehicles paid more attention to the brand presence in addition to paying attention to sales. Due to the late start of the development of China's auto industry, the overseas market is basically dominated by European, American and Japanese brands. In recent years, with the rise of the Chinese automobile market, more and more Chinese automobile brands have been exported to overseas markets, but overseas customers still have low awareness of Chinese car brands, and only have the overall concept of “Chinese carsâ€. In addition to establishing a unified overall external image, Dongfeng Commercial Vehicles pay more attention to service. Through good after-sales service, more overseas customers have differentiated Dongfeng Commercial Vehicles from the overall concept of Chinese vehicles and gradually established brand awareness.
In Malaysia, dealers innovatively used "parts exchange projects" to reduce customer vehicle maintenance costs, improve service satisfaction, won the praise of the local mainstream English newspaper "Star", and reported Dongfeng Commercial Vehicles in its automotive business layout. The on-site operation drawing affirmed the increasing brand recognition of Dongfeng Commercial Vehicles in the Malaysian market. In South America, Chile, the dealer’s slogan for Dongfeng’s brand is “Noeslomismo†(Spanish, “different†meaning). “Difficult†Dongfeng reflects the intrinsic value of Dongfeng Commercial Vehicles, and also enhances the Dongfeng brand’s intrinsic value. Recognition and recognition.
Cultural Communication: "Very Silent" Delivering Brand Value
Dongfeng Commercial Vehicle has 44 years of historical and cultural heritage, which is the basic support for the dissemination of Dongfeng Commercial Vehicle brand. At the beginning of the establishment of the plant, in order to realize the Republic’s dream of self-made cars, the construction army across the country rushed to the northwest of Hubei and launched a magnificent construction conference. Horse lanterns, pole poles, and luxi sheds are the true portrayal of Dongfeng’s arduous pioneering work; “treasures,†“construction,†and “military conversion†are the treasures of the weaker and stronger family. "Self-raised funds, the continuation of the construction of the Second Automobile Company," "Let Tigers go down the mountain", and international cooperation ... ... one by one reform and innovation, interpretation of the extraordinary legend of Dongfeng commercial vehicle arduous pioneering.
In the past 44 years, Dongfeng Commercial Vehicles has expanded its military products from civilian products to civilian products, from the "hero cars" and "prosperous vehicles" that have undergone the test of war, to the contribution to the national economic construction, to the EQ140 and EQ153 that have become popular in the north and south of the country; "Tianlong", "Dongfeng Hercules" and "Dongfeng Tianjin", to the development and expansion of the autonomous powertrain business, Dongfeng culture carrying the Dongfeng brand rapid growth.
Since the joint venture with Nissan in 2003, on the one hand, Dongfeng Commercial Vehicles has inherited and promoted the precious spirit and excellent quality of arduous struggle, boldness, overall consideration, and inclusiveness; on the other hand, it has learned and introduced advanced management methods and adhered to market orientation. , teamwork, respect for processes, openness and transparency, continuous improvement, data management and other new ideas. Today's Dongfeng Commercial Vehicle has stepped into the fast lane of scientific development, sustainable development and harmonious development. Combing the excellent culture accumulated in 44 years, Dongfeng Commercial Vehicles will inject it into the brand communication, so that the past history of entrepreneurship will exude a new cultural atmosphere and allow the Dongfeng brand to be renewed.
In order to better disseminate this culture, the innovative carrier of Dongfeng Commercial Vehicle is displayed using various channels and occasions. The first is to use the media platform operated by the company itself and spread it widely across the entire value chain and society. Second, disseminate Dongfeng culture through the production of artistically appealing publicity films and exquisite albums. Set the topic to allow media from all walks of life to take an active interest in Dongfeng culture. Thirdly, in the social welfare activities that Dongfeng Commercial Vehicles participated in, through interactive methods, more people were able to perceive the Dongfeng culture.
"Dongfeng" has raised sail and will expedition to the world.
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