Brand is an aggregation of consumer value, a multi-dimensional coordination to convey unique demands to consumers, and a promise and guarantee to consumers. Brand is a symbol of market credibility, a symbol of corporate economic strength, and the embodiment of national quality. It is the highest form of corporate competition.

Brand is not equal to famous brand, brand is not equal to advertisement. The level of brand value depends on consumer experience, perception and understanding. Function and emotion are the main factors that constitute value, and they are a variable.

    Just as the well-known philosophy of the De Beers Group: "Diamonds are forever, and one is forever spread", "Dynamic, noble, enterprising, breakthrough technology, and enlighten the future" are the core of Audi: "Value for money, trustworthy, optimistic "Confidence" is the core of Volkswagen: "Liberating the car, making money machine" is its value. The spread of the brand fully embodies the people-oriented concept.

The influence of the brand is irresistible to anyone, and the charm of the brand is beyond people's imagination. However, brand building requires a long and arduous process. Only when consumers' perception of the brand matches their own value system can consumers make active purchases. The product is the carrier of the brand. It is impossible to produce a brand without a good product. A good product needs to be able to meet customer needs, be reliable and reversible, and be able to give customers a unique experience in the same product. This requires the sustainability of the company, not a dream.

Brand means customer value positioning, customer loyalty, customer sensitivity to product prices, etc. The acquisition of these elements requires the support of product design, manufacturing, marketing, and dealer core business process systems. Dealers are an important link in the automotive industry chain, and naturally they are also an indispensable link in brand building. The goals are the same. Only when suppliers, manufacturers, sellers, and customers have reached a consensus on the brand, and employees of the company clearly express the value of the company's products, will this product be deeply rooted in the hearts of the people.

While establishing and promoting the manufacturer's brand, distributors should establish and consolidate their own corporate brand image. The main ways for dealers to establish brand effect are: implement differentiation to create a difference; create industry standards and norms; continue to enhance customer trust; and continue to improve to achieve customer loyalty.

Corporate image design: consistent design of exhibition halls of different brands; common text and advertising to show the corporate image; design, regulation, and implementation of a consistent corporate culture throughout the management of different brands; implementation of the policy of not letting water flow out , Establish a common sales target; establish a relatively consistent quality assurance service policy in order to establish a common customer loyalty; brand management in conjunction with the formulation and implementation of complementary policies, the failure of this brand to promote the transaction of another brand.

The successful experience of multi-brand dealer groups can be copied. Insist on unity in differentiation and differentiation in unity.

China currently has global influence, and there are still very few high-risk and anti-attack brands. The former advertising giants like Qinchi and Sanzhu crashed to the ground due to a single mistake. Why can't the domestic brand value of tens of billions be able to enter the international market? It shows that there is still a long way to go for independent brands. Independent brands and joint venture brands are inclusive, and they are both good choices for distributors and manufacturers. As far as the FAW Group is concerned, independent business is the core business of FAW, liberation is the root of FAW, and Hongqi is the soul of FAW. Without independence, there will be no future for FAW. However, the construction of independent brands depends on absorbing the technology and management achievements of internationally renowned brands, and independent and joint ventures complement each other.

Huihua Group is in the stage of development. It should not pay too much attention to the publicity of corporate reputation, but should focus on the construction of corporate brand connotation, and work hard on internal strength.

First, you must persist in providing and delivering competitive value definitions to your customers. Establish the creed "Customers are the parents of food and clothing, and customers are always right" advocated by employees, and take it as the main business philosophy; when dealing with customer complaints and quality problems, the profit and loss of a single event is not the standard; in the process of contact with customers (search , Sales, after-sales service, tracking), always remember to implement the customer-centric orientation; secondly, build a team that treats customers with integrity. In the TV series "The Gate of the Mansion", the medicine that burned 70,000 taels of silver due to the dispensing of medicines, in addition to conscience, showed the integrity of the "Baicaotang". Haier Zhang Ruimin smashed the refrigerator to maintain his brand and consolidate customer loyalty. Honesty is the foundation of an enterprise and the foundation of brand building. The third is our channel construction and maintenance. Products from the United States and France are sold all over the world through the channels of Wal-Mart and Carrefour. Our market space is huge, and the key is to create a channel model that suits our own reality and is different from the conventional control of end customers. This will be revolutionary for us.

Quoted from the Chairman's Message from Issue 6