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Compared with bus companies that pay more attention to brand communication, the implementation of the brand concept of China's truck industry is still in its infancy, giving the overall impression that “only know how to sell cars and do not understand brandsâ€.
The industry is still in its infancy <br> <br> SAIC Iveco Hongyan brand communications manager at JIANG Jian-hua think, a brand built on the concept of enterprise with strong strength on China's heavy truck industry is still in its infancy, so the quality should be placed In the car company's first concern, only after the product performance, to enhance car prices will have the ability to talk about the brand concept, and no quality but blindly pursue the brand can not be successful, both of which can not put the cart before the horse.
"Indeed, the current status of the heavy truck industry, the pursuit of product quality is the last word." Shaanxi Steam officials said frankly that today's Chinese commercial vehicle companies lack of core technology, and many key components need to be imported, so the current car companies should Put the main force into R&D to ensure the reliability of the product.
“The brand concept still needs to be gradually settled. Today, the brand concept launched by car companies does not have much core value. Specifically, it lacks the brand gene. For now, the brand concept may not be fully applicable to the commercial vehicle market. For European and American car companies, as the local market has matured, in the market fully competitive environment, the concept of high-creative brand is the main tool for enterprises to open the market.†The relevant person in charge added.
For the truck company that puts forward the brand concept, some insiders believe that it is due to the environment of the truck market today. He pointed out that heavy trucks belong to the means of production and are greatly affected by the economic environment. In the past two years, due to the downturn in the domestic economy, the heavy truck industry has suffered a great impact. In addition, the heavy-duty truck market is heavily saturated. As a result, heavy-duty truck companies have also sought to differentiate their marketing while pursuing quality. As a result, car companies have invested a great deal in branding.
However, the industry also believes that the brand effect of China's heavy truck companies is still not very strong, the brand concept is not perfect, but also depends on the quality of the final product to determine the outcome. “If the entire industry raises product quality to a certain height, the brand concept will play a big role. Like European heavy-duty companies, their brand concept has been well reflected and penetrated into the company’s development process as well as In the mind of a user, this can promote the promotion of the product and sales.†He explained that, for example, the Mercedes-Benz logo, no matter where it is placed, there are many people who know it. However, the lack of recognition of the trademarks of Chinese auto companies has a long way to go in the branding of Chinese heavy truck companies.
Degree of social identity heavy truck industry, low <br> <br> brand concept, poor implementation, in addition to slightly less heavy truck technology, the low social recognition of the industry is also one of the important reasons.
Wang Jian, a professor at the Chongqing Jiaotong University School of Transportation and Communication, told the reporter that from the perspective of the domestic truck drivers' living environment, they are engaged in truck transportation occupations, they have low social status, they work hard, and their income is not high. In foreign countries, truck drivers are respected professions. Many of them have attained a master's degree, and the choice of a truck driver career is due to its love of it, and it can also get a corresponding income return and respect.
"This contrast is also directly reflected in the car sales model." Wang Jian said that the domestic car prices are simply selling cars, users generally buy a car with three or five years to scrap, so repeated. "And foreign car sales can bring real value to users, and the two sides can see the immature side of the domestic heavy truck market," he said.
A heavy-duty truck dealer also believes that many domestic heavy-duty truck companies still use relatively backward sales methods. In the actual product promotion, the use of the method is also a simple way to inform the user of product features, efficacy and how to use, but does not demand whether the delivery of the value of the company idea. At the same time, for many ordinary consumers, their awareness of products is also focused on simple practicality and price factors, rather than brand recognition.
In fact, not only in sales, China's heavy truck companies and foreign car companies in many aspects are very different. Insiders pointed out that the brand concept of foreign car companies runs through all aspects of production, research and development, sales, and will be passed down as a culture. However, the so-called brand concept of Chinese companies is actually a kind of brand operation or a means of marketing promotion. It is an escort for sales. It does not have any substantial role and value. "In fact, the real brand idea should stand in the user's perspective and provide and create value for it. This is the essence." The industry believes.
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