In recent years, along with the general trend of energy conservation and environmental protection, bus companies such as Zhongtong and Hengtong have issued new brand concepts. On the other hand, the brand concepts of Yutong, Dajinlong and other bus companies have also gradually stabilized, and brand concepts or claims such as “Create more value for you”, “Technology Jinlong, and unlimited possibilities” have gradually become popular. As far as the current sales figures are concerned, although the commercial vehicle market is much smaller than the passenger vehicle market, due to the fierce internal competition, companies must not only have advanced technologies and product competitiveness, but also have advanced brands. The concept supports it. Keywords: Coach brand concept In recent years, the general trend of energy conservation and environmental protection has been integrated. Bus companies such as Zhongtong and Hengtong have issued new brand concepts. On the other hand, the brand concepts of Yutong, Dajinlong and other bus companies have also gradually stabilized, and brand concepts or claims such as “Create more value for you”, “Technology Jinlong, and unlimited possibilities” have gradually become popular.

In terms of current sales figures, although the commercial vehicle market is much smaller than the passenger vehicle market, due to the fierce internal competition, companies must not only have advanced technologies and product competitiveness, but also have advanced brands. The concept supports it.

This has become even more evident in the field of passenger cars. More and more bus companies are beginning to realize the importance of building a brand concept. They will continue to shape the brand concept of the company or stabilize the concept of the brand for a long period of time to seek brand image and value enhancement.

Help car companies better develop <br> <br> the name suggests, the brand concept is the ability to attract customers, build brand loyalty, thereby creating the concept of dominant position in the market for the enterprise. In addition, the brand philosophy can convey the company's mission and business philosophy, so that it has a more clear idea to carry out various business activities to help companies develop better.

"For commercial vehicle companies, the brand concept also has very important significance." A related person in charge of commercial vehicle companies said that with the continuous innovation of commercial vehicle product technology, the core technology and process design of various manufacturers have reached a certain level. height. The car companies realized that relying solely on the reliable quality of products can not really impress consumers, and they must rely on follow-up brand promotion to capture the market. Therefore, in recent years, various commercial vehicle companies have devoted themselves to the research of brand promotion. The introduction of brand concept is also an effective way to promote the brand.

"Establishment of the brand concept is also a strategic function and role for the overall operation and benign operation of car enterprises. Specifically, the brand concept is the value target and behavior mode advocated by the company. A strong brand concept can guide employees in the long term. Fight for it." Industry experts believe.

In addition, the expert pointed out that the brand concept is still an important description of a brand's future. It describes the company's blueprint and the brand's future development direction and goals. The brand concept can give a clear brand focus and encourage people's cohesion and charisma. , to promote the brand continues to advance.

“In fact, generally large international companies will have a clear brand concept to guide the brand forward, and inspire employees to fight for common ideals and goals.” The expert said.

Released new ideas to strengthen the brand image <br> <br> to establish the brand concept, the industry believes that the concept should be unique brand personality, that highlight the differences enterprises and other enterprises. To build a unique brand concept, we must first match the characteristics of the industry; secondly, when planning corporate image, we should fully explore the original brand concept of the company, and give it its own characteristics and personality of the times, so that it becomes a strong internal force to promote the development of the company. In addition, the brand philosophy must be able to distinguish itself from competitors and reflect the company's own style.

At present, many bus companies in China are following this principle of advancing with the times and have released new brand concepts.

On March 29, Hengtong Bus announced the upgraded new brand concept, “Green Bus System Solution Provider”, bringing a new touch to the bus industry. Zheng Xianguo, general manager of Hengtong Bus, pointed out that in order to promote green development, Hengtong actively picked up the green bus banner and refined the brand concept.

For the new brand concept, Zheng Xianguo said: "With today's ever-changing technology, there are no shortages of experts in every industry. Hengtong Buses has changed its position from an expert to a supplier, which shows that the next goal of Hengtong Bus is to continuously deploy the green bus system. In the future, Hengtong Bus will also provide users with three green bus energy supply system solutions for pure electric power, hybrid power and clean energy according to the regional bus operations."

In addition, Zhongtong Bus also released a new brand concept last year - driving a green future. Li Tongsheng, Minister of Culture of Zhongtong Bus Brand, stated: “After years of development, Zhongtong Bus has formed a clear competitive advantage. It is the technological innovation and industrialization of energy-saving and new energy buses, and gradually established the 'China Energy Saving The new energy bus leads the brand's reputation. This also represents the development trend of the industry. In order to better integrate the development strategy, product characteristics and industry development direction of Zhongtong Bus, and further adapt to the international development status, the industry The customer's development planning, brand features, and technical advantages of Zhongtong are more clear. The company constantly establishes a good image of 'Green Zhongtong, Technology Zhongtong, and Responsibility Zhongtong' in the industry. Zhongtong Bus proposes a more definitive global branding idea. -- Drive the green future."

According to Zhongtong, the new brand idea does not completely negate the concept of the original brand, but rather the sublimation of the original brand concept, which will enable the industry and customers to make clearer the development planning, brand features, and technical advantages of Zhongtong as well as the competitors. Formed by division, so as to continuously strengthen the green and energy-saving brand image of Zhongtong, and enhance the bargaining power of products.

In addition, Sanlong Yitong once updated its own brand concept in a specific stage of corporate development according to market demand and development needs, and sought to achieve close integration with the market.

Still just a marketing tool <br> <br> car prices launched a new brand concept of how effective has not yet been revealed, however, Professor of Transportation Engineering, Chongqing Jiaotong University, Wang Jian's view, the launch of the brand concept car prices, but Simply use it as a marketing tool.

“In fact, well-known companies such as Sanlong-Tong have had similar experiences. For example, Dajinlong’s brand concept has been renewed from 'Subtleties in Profession” to the current 'Technology Golden Dragon'; Yutong’s brand concept has been from the earliest “intimate” End of the World accompanied by 'constantly updated to the present 'to create greater value for you'. In their development process, the brand concept is constantly changing, and are all to adapt to the characteristics of marketing to change." Wang Jian said: "Overview Domestic bus companies, their initial brand concept basically does not run through all the time, that is to say they have not taken the brand concept as long-term value, which is also the performance of the company's immature development.By looking at European car companies, their brand concept is The long-term pursuit of a company is inheritable and has not changed much in many years."

“Actually, if a commercial company wants to establish itself in the market, it must maintain its own characteristics. This requires companies to maintain a certain degree of stability from the brand concept to the characteristics of the vehicle and strengthen it as a company’s special feature. There are no stereotypes to the models, so now apart from the so-called brand concept, the models of any car company almost do not have their own unique symbols, while the foreign Scania, Volvo, Mercedes-Benz and other brands, their models are different The characteristics of other cars are such that the introduction of foreign brand models into China for more than a decade or even 20 years is still liked by some people because of its styling that has become deeply rooted in people's minds and become a classic. Changes can not form deep-rooted impressions in the hearts of users." Wang Jian said.

“This is also a development process. When the commercial vehicle market in China matures, the brand concept of car companies will also be fixed.” He added that in fact, we have only seen some powerful domestic companies such as Yutong and Jinlong. The car enterprises exhibit stable characteristics, and the corporate structure and brand concept are gradually fixed.

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August 24, 2021