At the "2013 China International Commercial Vehicles Show" in Wuhan, which opened on October 30, Dongfeng Commercial Vehicles did not release new models. Instead, it placed the "Joint Brand Promotion Agreement with Volvo Ocean Race" as a publicity focal point and displayed tightly. The Tianlong flagship of the “Tagabond Gold†chasing the international fashion trend once again earned enough popularity, but also took the first step in the synergy effect of both parties under the background of strategic alliances.
Since the beginning of the year when the Dongfeng Motor Group Company signed an agreement with AB Volvo, the details of the progress of the cooperation between the two parties have always attracted the attention of all parties. As the brand with the highest sales volume in medium-duty trucks, the reason why Dongfeng Commercial Vehicles has entered into a strategic alliance with commercial Volvo for Volvo has been to improve technology, and Volvo has to use Volvo to accelerate the globalization process. This time, Dongfeng teamed up with the Volvo Ocean Race to formally launch the “Dongfeng†sailing boat as the only Chinese racing boat. It is this marking that the “Dongfeng†brand commercial vehicle global marketing strategy is being accelerated.
The brand first wants to have a sense of presence in overseas.
According to Huang Gang, general manager of Dongfeng Commercial Vehicle Co., Ltd., at the signing ceremony, at this stage, Dongfeng Commercial Vehicle has achieved a certain market share in Southeast Asia, West Asia, Eastern Europe and Africa, followed by Dongfeng Commercial Vehicles to South America and South Africa. , Middle East and other places.
Huang Gang thinks: “In entering a new market, we will not regard sales as the most important thing. We believe that we can obtain local customers’ trust in the brand, achieve a sense of presence in the local market, and let customers feel satisfied with products and services. "The most important thing is that the value displayed by these brands is more important than sales in the short term." Huang Gang said, "The reason why Dongfeng Commercial Vehicle chose to jointly promote with the Volvo Ocean Race is to value the huge international impact of the game." It will increase the global awareness of the 'Dongfeng' brand and will also enhance the soft power of Dongfeng Commercial Vehicle's internationalization.'
"When our products are facing them, they not only know the brand, but also trust the brand." Huang Gang hopes that through the Ocean Race, can achieve such a brand promotion effect.
It is reported that the brand promotion of overseas markets through the Volvo Ocean Race is a concrete action for Dongfeng Commercial Vehicles to accelerate the implementation of its global strategy. However, it is only the start of Dongfeng Commercial Vehicle's overseas development advantages that rely on the alliance background. With the deepening of cooperation between the two parties, Dongfeng Commercial Vehicles will also obtain more practical support and gain more competitiveness in the core.
Sales channels share Dongfeng Yuanhai outside the focus
At the signing ceremony, the reporter also learned that based on the established strategic alliance with Volvo Group, Dongfeng Commercial Vehicles will share Volvo’s sales channels, suppliers' resources throughout the world, and its understanding and understanding of different regions in overseas markets. This will provide a stable focus for Dongfeng commercial vehicles to land in overseas markets, and it is also a direct and positive support for Dongfeng Commercial Vehicles from the strategic alliance between the two sides.
Based on a number of good resources, Dongfeng Commercial Vehicle has also strengthened its own global strategic goals. In response, Huang Gang said: “Dongfeng is a leading brand in China's commercial vehicle industry, but we are not satisfied with the leading position in the domestic market and will be committed to global development. Our goal is to make Dongfeng a global commercial vehicle industry ranking. The top three international brands."
It can be said that the Dongfeng’s global strategy has taken its place in harmony with people, but it does not seem to occupy the right time. Since March of this year, the domestic commercial vehicle export market has been declining year-on-year. According to statistics compiled by the China Association of Automobile Manufacturers on customs import and export, from January to September, cumulative exports of commercial vehicles totaled 30.30 million, a decrease of 8.07% from the same period of last year.
The weak performance of the heavy truck export market is a challenge for the Dongfeng Commercial Vehicle's globalization strategy, but it may also be an opportunity for it to gain more overseas market share. Because in today's international heavy truck market, Dongfeng is not alone in combat, and it is not good. The heavy truck export market environment can just test the alliance effect of the two.
For other core cooperation projects involving the sharing of product platforms and manufacturing resource sharing, Huang Gang did not disclose more details, but emphasized that he is currently in the stage of applying for approval, or will be approved soon.
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