Decrypting Weichai's brand strength behind "China Trademark Gold Award"

On June 30, 2017, Yangzhou, Jiangsu, and Weichai were awarded the highest honor in the Chinese trademark field, the “China Trademark Gold Award and the Trademark Innovation Award.” 　

Behind the "China Trademark Gold Award" is the strength of the brand

The event was jointly organized by the State Administration for Industry and Commerce and the World Intellectual Property Organization. The high selection criteria and the difficulty of applying the report made many companies feel disappointed. From 2011 till now, the companies selected for the Chinese Gold Award for Trademarks have been “deluxe”, from Haier, Tencent, Huawei to Baidu, BYD, Weichai Power, PetroChina... Visible “Chinese Trademark Gold Award” in the corporate world, even more authoritative Sex.

Weichai brand matrix has fissile economic power

From concentric circles to “WEICHAI”, Weichai has embarked on a diversified development road, built and formed a Weichai engine as the lead, Shaanxi Auto Heavy Truck, Fast Transmission, Hande Axle, Ferretti Yacht, and KION Forklifts, Linde Hydraulics, Dematic, PSI and other brands gathered in a brand family pattern.

In the field of commercial vehicles in China, Weichai Power, Shaanxi Auto Heavy Truck, Fast Transmission and other brands are each in a market leading or dominant position. Weichai combined these brands to create a golden industrial chain that is unique in the field of commercial vehicles and unmatched by peers. Shaanxi Automobile X3000 Gold Edition is the star product on this industry chain.

With the adoption of the Weichai 13L engine and the Fast transmission, Shaanxi Automobile's X3000 Gold Edition reached its 1,000-marine orders in just one month after it was listed on December 9, 2015, creating a miracle in the market for 13L high horsepower new products. In the first half of 2017, the sales volume of the X3000 Gold Edition was more than 14,000, and the market share exceeded 35%.

Behind the “explosive goods” effect of Shaanxi Automobile X3000 Gold Edition is the clustering effect of the Weichai brand. With the continuous construction and improvement of the brand matrix, the clustering effect has fizzled out of a huge economic energy.

From 1998 to 2016, Weichai achieved a compound annual growth rate of 40% in the past 20 years. In 2016, Weichai ranked first in the top 100 in China's machinery industry with annual sales revenue of RMB 134.1 billion. From January to May 2017, Weichai International achieved business revenue of RMB 86 billion, an increase of 80% year-on-year. Only Shaanxi Auto Heavy Duty Trucks Co., Ltd. sold domestic civilian goods over 70,000 units in the first six months of this year, up 120% year-on-year.

Weichai brand value is ranked first in the industry

Weichai vigorously implemented the brand-raising strategy and established Weichai’s high-end brand matrix with a “product + capital” two-wheel drive. In 2015, at the "China Brand Value Evaluation Information Conference", Wei Chairong was ranked first in the China Machinery Manufacturing category.

In the Weichai brand family, in addition to the well-known Chinese commercial vehicle industry gold brand chain - Weichai Power + Fast + Shaanxi Heavy Truck, Baudouin high horsepower engine brand, Ferretti, Luxury yacht brands such as Pershing, Riva, Itema, CRN, Mochi Craft, Custom Line, KION, Linde, Sidi The brand clusters of hydraulic and material handling brands such as STILL, Fenwick, OM STILL, Baoli, and Voltas are among the world's top or advanced brands. , From the brand basis, Weichai has expanded its influence and discourse power in various fields.

The creation of the Weichai brand matrix is ​​the result of the continuous transformation and upgrading of its own industrial structure. In this matrix, each brand is not an independent existence, but interacts, releasing a synergy of 1+1 greater than 2.

The Creation of Weichai Brand Matrix

For example, Weichai + PSI. In April this year, Weichai invested in PSI, the US alternative fuel system manufacturer, as its largest shareholder. The two parties will conduct comprehensive and close cooperation in product development, procurement, product sales, and service in North America and China. Especially for high-power non-mobile engines, Weichai will work together with PSI to promote gas engine technology upgrades. As one of the earliest companies to develop natural gas engines in China, the cooperation between Weichai and PSI will undoubtedly release both sides' advantages and potentials, promote the upgrading of China's gas engine industry, and inject new forces into the US market.

Weichai has become a global leader in the field of smart logistics

Another example is KION + Weichai + Dematic. In 2016, Weichai purchased a wholly-owned American Dematic company. At this point, KION's storage equipment (the best in Europe), Weichai Power + Fast Transmission, Shaanxi Auto Heavy Truck (China's only commercial vehicle gold industrial chain), Dematic's internal logistics overall solution (global leader), These sub-brands, which are all outstanding in their respective industries, are all attributed to Weichai. Their combination has made Weichai a global leader in the field of smart logistics, and has taken a stand in the emerging industry.

Ferry carrying the Boduuan Marine Engine

Another example is Weichai + Baudouin. In 2009, Weichai acquired Bauduen, a French century-old engine brand, and injected new momentum for this declining brand. Today, the Baudoin engine not only recaptures the European market, but also enters the North American high-end market. Ferries carrying the Boduuan Marine Engine are loaded daily with passengers on both sides of the East River in New York City.

With the continuous deepening of the collaboration of various sub-brands of Weichai, not only has Weichai brought about the expansion of stock, but also restructured and optimized the industrial structure, making the intrinsic brand value and brand influence significantly increase and increase.

From this we can see that the "China Trademark Gold Medal" is worthy of the firewood, and it is a good name.

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