Auto parts companies implement brand strategy and take a good three steps

With the arrival of the global economic integration trend, brand awareness has further improved. Even at home, most Chinese industries will also face global competitors. When the international auto parts brands Delphi, Bosch, Denso, Valeo and the Chinese famous brand Chery, the Great Wall, Shenyang Jinbei and Hunan Jiangbin's products are placed in front of consumers at the same time, the domestic counterparts' ranking is no longer important. It's - compared to Delphi. This is true in the Chinese market, and even more so in the open regional markets around the world.

Global values ​​and a large auto parts market call for the birth of a world-class brand of auto parts in China. To build a world-class brand, Chinese companies must first set their own benchmarks higher and lock themselves up globally. Competitors continue to surpass. Many industry experts in the auto parts industry have appealed that Chinese auto parts can not be intoxicated in the slogan of “world factory”. It is necessary to further strengthen and enlarge the company, and branding is the only way.

What is gratifying is that the party’s 16th Plenary Session has brought China’s independent innovation capability to the agenda, and the recently convened science and technology conference also further clarified the need to create an innovative country, which has laid a solid foundation for the development and expansion of national brands. Foundation. According to media reports, many policies and measures in the “Eleventh Five-Year Plan” of the national automobile industry to be issued this year are very specific. For example: set up a special fund for independent development of automotive core technologies; provide tax relief policy support for enterprises that have made substantial progress in independent development capacity building; impose certain import taxes on equipment, prototypes, and prototypes required for technological development; Offers.

During the “10th Five-Year Plan” period, in addition to the development of independent development capabilities and self-owned branded products for commercial vehicles and economical car parts, domestic automobile parts and components companies also have the ability to independently develop key parts and components with high-tech content. The self-owned brand products have made great progress. For example, Shijiazhuang Jiule Company developed and produced airbags, OBD products developed by Shanghai Yunsijia, CVT products developed by Kaifeng Sanming, automatic transmissions (AT) developed by Geely Group, and JB-2 new materials developed by Hunan Jiangbin Company. 18 types of diesel engines (for passenger cars) developed by Chery, Euro III diesel engines developed by Weichai, Yuchai, and FAW Xichai. Vigorously implementing the brand strategy and striving to improve the quality and popularity of auto parts products will be of great significance to improving the core competitiveness of domestic auto parts companies and achieving sustainable development. Therefore, domestic auto parts companies should take a good three-step approach to implementing their brand strategy:

As a first step, policy support provides a relaxed environment. Facing the trend of market globalization, production specialization, and management modernization in the development of the auto industry, China's auto parts companies must adapt to the international automobile industry's prevailing rules and requirements in vigorously implementing brand strategy, and in brand innovation, management, and intellectual property protection. In other areas as soon as possible to achieve convergence with the international market. When talking about the development policies and measures of the auto industry, Li Jingwen, an academician of the Chinese Academy of Engineering, pointed out that the state should use a series of regulations to guide and nurture and develop self-owned brand enterprises. It should be tilted in policies such as financing and taxes to support their research. . For those enterprises and projects that are not self-developed, they can cancel policy concessions and duplicate joint-venture enterprises and projects, or even restrict the policies. We can limit the long-term dependence on foreign companies and products. China's local governments should increase their awareness of the importance of strengthening the service and management of branded auto parts companies. In accordance with policies and regulations, they should actively support and serve enterprises in trademark registration and use, guide enterprises in implementing trademark strategies, and increase corporate awareness. And product market competitiveness and market share.

The second step, domestic auto parts companies must have the ability to independently research and development. Fu Yuwu, executive vice president of the China Society of Automotive Engineers, said: "If China is to develop its own brand, it must increase its own research and development capabilities. This is crucial. It does not have its own brand, does not have its own patents, and it wants to occupy an international market. It is difficult to establish a place in the country, and it is imperative to increase the technical level and technological content of parts and components. Only with our own independent brands and independent property rights, can China's auto parts and components develop fundamentally.” As a national brand, parts and components companies should Respond positively, make good use of the preferential policies granted by the country, carry out “registration” management, aim at the frontier of the industry, lack what to make up for, overcome difficulties, work diligently, work hard, and progress through 5-10 years of hard work to solve a series of Problems such as technology, quality, service, etc. have made our country's national brands flourish, allowing the core technologies of automobiles and components to be held in the hands of the Chinese people.

The third step is to internationalize the domestic auto parts companies' marketing. While domestic auto parts companies attach importance to brand strategy, only the internationalization of marketing will continue to increase the scale of domestic parts and components entering the international after-sales service market and gradually enter the supporting market. Enterprises can rely on the space for survival. To speed up the establishment of the after-sales service system for Chinese enterprises, this is a question that is directly related to the international competitiveness of Chinese enterprises. Without follow-up technology and without a service system, it cannot succeed in the international market. Bruzer is an international enterprise group developed by the German Family Auto Parts Factory. The purpose of its corporate development is that although the factory is in a ravine, the market is global. The company has gone through three processes of internationalization. It exported to various European countries in the 1970s. In the 1980s, it moved to regions and countries outside Europe, such as Japan, the United States, South Africa, and South America, and set up the first batch in the United States and Spain. Foreign base. In the 1990s, it established its own production plants in North America and China and established development and sales companies in the United States and Japan. In 1999, 15 of the world’s 15 largest automobile manufacturers produced approximately 500075 cars, and about half of the cars had parts produced by Bruzer. This family company has eight production bases in Asia, North America, and Europe with a total number of L4,815 employees and a turnover of RMB 10 billion, creating a production efficiency of more than RMB 2 million per person per year.