June 6, 2009. Sichuan Emeishan Hotel. 9 am Before the opening of the “2009 Hager Security Auditorium”, Liang Jianbin, deputy general manager of Hager Bus Sales Co., came to the front and unveiled the curtain. The Hi-Grade H-Grade with an eagle flying like an eagle appears on the red background board. The trademark jumped out.

The “Automotive Business Review” later learned that five client representatives were accompanied by Liang Jianbin. They were from Chengdu Sichuan Automobile Company, Chengdu Greyhound, Dazhou Automobile Group, Emeishan Tourism Development and Sichuan. Jiuzhaigou.

This episode to some extent but metaphor shows the key changes.

Previously, the trademark was limited to passenger cars that the bus manufacturer had exported overseas, but now it will be used to gradually replace the “Human” type logos that are sold on the Higer buses sold in the domestic market. A market analyst even divined the road that many years later, all the industry's remarks about genuine Hager buses will start from this moment.

The scenario that took place in the terminal market undoubtedly strengthened this statement. The survey questionnaire collected after the meeting showed that most of the representatives of customers who attended the conference indicated that they were approved to use the logo in the Hager Bus.

But this is only the beginning. Since then, Hager Buses has launched "safety lecture halls" in 12 cities across the country. Before each opening of the lecture, Hager passenger car graphic logos will be used to launch this episode as usual.

From the time of the "human" logo to the era of an almost complete opening of the Eagle Wings icon, the Hager Bus has gone for a full 10 years.

Start the future

The industry is well aware that in January 1998, Suzhou Golden Dragon Company was registered and established. But for quite some time thereafter, this legally qualified company is just a production-oriented company with no sales right, let alone an independent brand.

If it is necessary to give a key node that relates to the future development of Suzhou Jinlong, it would be none other than 2002. In July of that year, the first generation of Daege products (later collectively referred to as the S90 series) began its project. According to the engineers involved, it took us six months to develop this product, and by the end of the year they had made a prototype. In contrast to the development sequence of other bus manufacturers, they first made 12-meter passenger cars and then expanded downwards to make 11-meter and 10-meter buses.

Long-term concerns about Hager's "Automobile Business Review" once reported that when entering the big passenger market, Suzhou Jinlong did not routinely assemble the "Yuchai Wang" engine as other bus companies did, but for the first time found a company in the bus industry. The nameless Weichai Group.

It should be noted that on December 15th of the same year, Suzhou Jinlong Automobile Sales Co., Ltd. (abbreviated as “Suhuan Marketing”) was established on the basis of the original market department. This sales network is mainly composed of agents, and the direct sales team accounts for about 20%.

The establishment of Jiangsu Steam Turbine undoubtedly inspires the long-term development of Suzhou Golden Dragon. But the other side of the double-edged sword is that customers do not understand the company, consumers are not familiar with the product - in the traditional passenger car market, the strength of a company often plays a decisive role in the customer's purchase behavior.

Therefore, the most terrible thing facing the decision-making level of Suzhou Jinlong is how to let customers understand and familiarize themselves with the product as soon as possible, how to differentiate with other bus manufacturers, and increase the visibility of the company.

Half a month later, on December 30, 2002, nearly 500 customers and industry media were invited to Shangri-La Hotel, Qingdao to participate in a press conference organized by Weichai and Suzhou Golden Dragon. For the first time, the 11-meter Haig passenger car equipped with the Weichai engine achieved 380 horsepower, refreshing everyone present.

In later reports, the focus of the media was without exception on the engine's high horsepower, but few people mentioned the minor changes that are taking place in other products.

In the “more cutting-edge power combination” tour events in the next two months or so, it can be found that the tail signs of all Jinzhou tour models are marked with “Golden Dragon Bus • Suzhou”. Six months later, these words were replaced by a "Suzhou Golden Dragon" graphic designed like a fan.

Many years later, the person in charge of an advertising company familiar with Suzhou Jinlong told the “Automotive Business Review” that the fan-shaped representation represented the beginning of the future.

Suzhou Jinlong gradually differentiates itself. In July 2003, its new manufacturing base at 288 Suhong East Road was completed. At the ceremony, nearly 1,000 people including government leaders, customers, suppliers and news media from Jiangsu Province and Suzhou City witnessed this historic moment. They witnessed at the same time, as well as the Suzhou Jinlong fan-shaped logo - but the formal introduction of the company's VI visual identification system still needs to wait six months later.

Back to the product level, almost simultaneously with the launch of the "new cutting-edge power combination", Suzhou Golden Dragon also started planning a new model bus to lay out a full range of product lines. In making this decision, the company showed extraordinary caution.

Analysts believe that, of course, this is related to the background at that time - Suzhou Golden Dragon's long-sleeved dance in the bus market is increasingly intense, the profit is severely declining, but also highly integrated with its future development direction based on big customers.

In terms of brand strategy, their approach is to subdivide all of their sub-brands, leaving only the Hager brand, and the product lines below are represented by letters or numbers.

The rapid response of Suzhou Jinlong has always been a word of mouth in the industry, and its decision-making level decided to go upstairs.

From July to September 2003, Suzhou Jinlong launched the “Haeger Series Debut” tour exhibition. Three months later, the exhibition tour "Hangzhou New China Tour - Hagrid China" kicked off again. Wherever I went, I was excited. During the year of the inventory, under the influence of the SARS specter in the country, Suzhou Golden Dragon ranked fourth in the country with 9,000 total sales, and it became undisputedly a dazzling new star in the industry.

crux

But one of the embarrassing facts is that there are still many people in the industry who do not know what Suzhou Jinlong is doing. What kind of company is it? After experiencing similar problems again, the young company decided to settle down and find the crux of the matter.

The result of the investigation from the frontline of the market will be attributed to the core issue that Suzhou Jinlong has not yet formed a clear brand personality. So, what kind of brand should Suzhou Jinlong become? In this context, a vast project - the foundation stone for the brand of Suzhou Golden Dragon was started.

Judging from the product level, the Suzhou Golden Dragon product line has been greatly extended in 2003, but at the same time, the product development ideas are not clear, the positioning is not clear, and the product overlap phenomenon is also very prominent.

Specifically, some of the galaxy products under the Hager brand have no obvious features and their product divisions are not reasonable enough. What is more analytically valuable is that Suzhou Jinlong's overall product is only the high-end part of the mid-end product, and it lacks the strict sense of high-end products.

From a market perspective, Yutong Bus and Xiamen Golden Dragon are still well-deserved leaders in their bus market. Behind them, Suzhou Golden Dragon is catching up with the leader.

From the perspective of buying groups, in general, marketing and other customers' word-of-mouth communication are the main ways for customers to get in touch with bus brands. Because of the well-known reasons, the main consumer groups of Suzhou Jinlong are travel units and some small and medium-sized passenger transport companies. Did not enter the mainstream passenger market.

The main target groups that Suzhou Golden Dragon has locked up at the time - first, the large passenger transport (tourism) companies, the leadership of the passenger transport (tourism) companies, followed by the passenger (tourist) company employees and drivers, and again passengers. What's frustrating is that ordinary passengers' impression of Suzhou Golden Dragon either answered "more ambiguous" or "no impression".

However, the scene of the tour has returned good news in due course. In the survey, customers are invited to come view, gives the first impression of Suzhou Golden Dragon is "the modern sense, young, energetic, innovative"; the feeling of using a product Suzhou Jinlong is "modern" and "innovation", the " "Affinity," and the use of "Yutong Bus" feel more powerful and comfortable, the use of "Xiamen Golden Dragon" feeling is more advanced.

This project finally determined the brand positioning of Suzhou Golden Dragon (a good partner for a prosperous and reliable business cooperation) and brand building method (as much as possible access opportunities, as close as possible to the customer distance).

In December 2003, "a new exhibition tour - Hager China" came to the picturesque scenery of Hainan, the Suzhou Jinlong passenger transport, tourism, public transportation industry throughout the country large customers and major component suppliers gathered here, were Multi-directional communication and communication. The symposium was later described by the media as "a tripartite meeting where manufacturers, suppliers and consumers participate in equal exchanges."

Afterwards, Suzhou Jinlong’s actions were widely known – the “Safety Attentive, Caring for the Heart” brand advocate was proposed at the beginning of 2004. It aims to enhance the reliability of the brand by safety and strengthen the affinity of the brand with (intimate) service; 2005 will be designated as a company. In the service year, the idea of ​​"service of limitations" was put forward.

The year with watershed significance appeared in 2006. On September 6 of this year, Scania, the European commercial vehicle brand that enjoys a reputation as the “king of the roads” in the world, cooperated with Hager Buses. The two parties launched the Scania Hager A80 luxury passenger car and the Hager bus took off. A long way to build a brand.

This year, the report card of Higerbus was: 13345 passenger cars sold, an increase of 31.09% year-on-year; sales of 3.502 billion yuan, a year-on-year increase of 32.83%, and a net increase of RMB 0.9 billion - Haig Buses jumped into the Chinese passenger car industry The first camp. Since then, Suzhou Jinlong has never wavered in the industry.

Also this year, the decision-making layer of Suzhou Jinlong has determined the overall goals for the next few years, from a local company to an international company. Obviously, with the acceleration of the internationalization process, the Hager brand awareness needs to be further improved.

"Automotive Business Review" investigated that from the second half of 2006, the company began to design a new VI system in line with international thinking; in January 2007, the new corporate VI system began to switch. Now, the HIGER brand has been known and well-known to more and more people.

Obviously, the story continues.



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