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Recently, from the commemorative conference marking the 70th anniversary of the construction of FAW Xichai, FAW Xichai has released the results of its latest brand value assessment. After evaluation by Beijing North Asia Assets Evaluation Co., Ltd., December 31, 2012 is the evaluation node. Under the premise of continuing operations, the evaluation result of the value of “Xichai†owned by Wuxi Diesel Engine Factory of FAW Jiefang Automobile Co., Ltd. was RMB 10.029 billion. With multiple advantages, FAW Xichai has become one of the most influential brands in China's internal combustion engine industry and a pride in the national brand of the Chinese diesel engine industry.
“The huge brand value, in the final analysis, must also be based on the product, so that users can truly feel the superiority of Xichai in the process of using the product.†Aowe, Hengwei, and Conway currently owned by FAW Xichai. The three major product brands are the three major carriers for the direct delivery of Xichai's brand value by customers.
Occasionally born
FAW Xichai's three “Wei†product frameworks are slowly accumulated and qualitatively changed in the long-term production practice, and they are the products of the times.
After nearly 70 years of passing on fire, FAW Xichai has accumulated a rich and comprehensive product line. By 2012, FAW Xicca engine products will cover medium-, medium-, and light-weight horsepower with W, X, K, F, and L. , M, N seven product platforms, at the same time have Aowei, Fu Wei, Conway three major product brands. Among them, Aowei Engine brand has built a world in the domestic engine industry with its advanced technology and strong quality and low consumption, and it has a good brand effect. The Fuwei and Conway brands have also obtained market advantages through their outstanding performance. Accredited. However, due to the early brand awareness was not strong, FAW Xichai did not comprehensively and meticulously review the product and brand framework before 2012.
Since entering the fourth entrepreneurial stage, FAW Xichai has clearly put forward the grand plan of “transforming from product marketing to brand marketingâ€. Against this backdrop, FAW Xichai integrated its resources and comprehensively reviewed its products and brand framework. FAW Xichai strives for clear thinking and reasonable configuration on the big framework of the product brand, and divides its seven major engine product platforms into three sections: heavy, medium and light, and plans to launch three major product brands based on this. .
Among them, the heavy-duty engine segment (L, M, and N-series engines) is the flagship product of FAW Xichai and the most successful branding operation. After years of painstaking efforts, the Aowei brand has become more mature and enjoyable in the industry. As a result, FAW Xichai will use the “Aowei†brand as an advantageous brand of Xichai, and will continue to meticulously maintain and operate it.
In the medium-sized engine product segment (K, F series engines), FAW Xichai had not set up a separate product brand for this product segment, while the medium-sized engine product segment was the traditional advantage product segment of FAW Xichai, which was a long way to go in brand building. At the moment, the establishment of an independent product brand is imperative. Through careful planning, FAW Xichai launched the Hengwei brand as a brand carrier for FAW Xichai in the medium-sized engine product segment.
In the light engine product segment (W and X series engines), taking into consideration the homogeneity of the two light engine brand names of Fuwei and Conway, FAW Xichai merged the same kind of ideas and converted the original Fuwei (W series engine). ), Conway (X series engine) is integrated into the new Conway brand.
Stand with the trend
With the grand launch of the new Conway brand in Jinan in December 2012, FAW Xichai's clearer brand planning and more definitive marketing strategy were finally shaped:
In the heavy-duty vehicle platform, the main push Aowei brand, which covers the L, M, N three major product series, with technology leading, strong low-power consumption, excellent quality as the main feature of Aowei series of products is the strategic product plate of FAW Xichai, Carry the heavy responsibility of FAW Xichai's brand vision of “national brand, high-end powerâ€;
In the medium-sized vehicle platform, the brand new build Hengwei brand, which covers two major product series of F, K, durable, easy-to-use Hengwei series products, based on the full absorption of international advanced technology, based on localized independent research and development, established The dominance of the medium-power market is the best matching power for medium-light trucks, passenger cars and off-road machinery;
In the light vehicle platform, reinstall to build Conway brand, which covers the W, X two major product lines, with affordable, reliable and durable as the main feature of Conway series products is the FAW Wuchai's competitive products. Conway series products have the characteristics of high technology starting point, good product performance and strong supporting performance, and are the preferred power brands for light trucks, light buses and off-road machinery.
After such division, the positioning of FAW Xichai's product brand is more clear and the distinction is more obvious. FAW Xichai therefore also entered the brand new stage of product operation.
According to the related staff of FAW Xichai, FAW Xichai ensured that the three major product brands of Aowei, Hengwei and Conway went hand in hand. At the same time, according to the specific conditions of each brand, it also made a flexible arrangement in line with the actual situation of Xichai. At present, FAW Xichai will continue to focus its product branding on AWE, the company's leading product, and has established the basic idea of ​​driving brand names with its fist product brands. In the follow-up, Aowei will be the center of brand development. Series of diverse marketing campaigns.
Sanwei was closed and the momentum was magnificent. On the occasion of the 70th anniversary of the establishment of Xichai, the company summarized the past and made great achievements. Looking forward to the future, it is full of confidence. Aowei, Hengwei, and Conway are the three pillars of FAW Xichai’s fruit and source of confidence. We have reason to believe that under the strong support of a product brand framework that is clearly separated and properly configured, FAW Xichai will be able to create a broader world.