To a certain extent, corporate competition in the 21st century is a contest of corporate brand culture.The main reason why companies with a strong cultural foundation have more success and opportunities is that the brand culture has played a role in fueling the flames.The philosopher Nietzsche said: "When a baby stands up for the first time, you will find that it is not his body but his mind that makes him stand up." Therefore, brand culture is exactly the brand's mind.

More than ten years of development, including gratitude, sorrow and joy, and tasted the hardships and loneliness of doing business, but we have more of the success and joy of our career. Today we take this opportunity to encourage everyone.

The healthy development of strong industries in the future must rely on several well-known brands at home and abroad to support and drive.It is the general trend to change mode, adjust structure, and rely on technological innovation to achieve industrial upgrading.Guangrao focuses on industrial development. For more than a decade, strong industrial clusters such as tires, auto parts, and chemicals have been formed. However, the contradiction of overcapacity has become increasingly prominent.Differentiated development and fighting asymmetric wars have always been my development ideas. "Differentiation" refers to being unique and insisting on the concept of differentiated competition that everyone has no one and everyone has one.When the company was founded, I aimed at the high-end market to break the existing vicious competition.The development of the domestic auto parts industry is still characterized by uneven product quality, and "low-quality, low-priced" products flood the market, causing dealers to bid against each other and vicious competition.In this way, production companies and distributors have no profits, so how can they get the motivation for their careers?High-precision products with stable quality and high cost performance are the primary choices of the current consumer groups. However, foreign auto parts products still occupy a large proportion of the domestic market, because the product markets of many domestic companies are scattered and the scale is too small. Some companies Mainly for the secondary parts market supporting production, products are mainly concentrated in the low-end supporting supply, and there is a big gap compared with countries and regions where the automobile industry is developed.

XNUMX. The premise of brand building: accurate market positioning.

Aiming at effective customer needs and accurately positioning the target market.Today's era has entered an era of great material abundance, market changes, and information transparency. The model of monopolistic competition in the traditional economy has gone forever. In today's surplus economy, open competition has entered.The era is changing, the market is changing, and the information is transparent. Information, network, and information have become a platform for everyone to share conveniently. Under the premise that customers have moved from perceptual consumption to rational consumption, they have the first, strong bargaining power, and second, choice. The scope is wide.To make a brand, a company must have the correct thinking and positioning. The correct thinking in the new economy is "target-start-process", that is, first determine the company's positioning and product positioning, identify the company's own strengths and weaknesses, and adopt different methods , To integrate and utilize resources, make up for their shortcomings, and achieve the realization of the Z end goal.The boss of a company must have a certain level of vision and mind to position itself as a brand. The road to branding is a hard, persistent, and long-term road. It must have the strategy of investing today, growing tomorrow, and harvesting the day after tomorrow. Ideas, thinking and business methods must change from business-oriented to career-oriented, short-term behavior to long-term development, copy-oriented to creative-oriented, imitator to leader, price war to value war, first big then strong to first strong After the big change.

XNUMX. The key to brand building: the same desires and desires together.

 "Same desire from top and bottom, common desire and mutual demand" means that the people involved in the business chain have the common pursuit and goal, that is, win-win; when a company builds a brand, it must ensure that market norms, product quality, and high-quality networks are integrated into one another. , Based on the customer's standpoint to solve customer difficulties, meet customer needs, and provide value-added services.If you want to succeed in the new economic market and build a brand, you must develop a close relationship with customers, suppliers and business partners, rely on the strength of the team to overcome difficulties, walk arm in arm, from point to surface, from surface to body. The core of the network shareholding operation model has formed a cooperative team with its own characteristics, holding a group to keep warm, forming a joint force, resisting risks, and generating a strong cohesion and combat effectiveness.

XNUMX. Conditions for brand building: high starting point and fast action.

"High starting point" means to make high-end products and lead the industry.Through cooperation with BYD Automobile Design and Research Institute, Shandong University School of Mechanical Engineering, Qingdao University of Science and Technology School of Mechanical and Electrical Engineering, and other relevant domestic colleges and universities and scientific research units, the company has formed a model that combines research and production.With the high-tech investment, high starting point and high-quality business philosophy, the introduction of advanced production equipment at home and abroad (Doosan's CNC lathe and machining center, Germany's EFD heat treatment equipment, Puyang Beiying CNC grinder, and Jinan Yiheng's automatic assembly line) .Adopt advanced production technology (ball product grinding processing; roller dressing method for compound grinding, so as to ensure the geometric accuracy of parts, heat treatment adopts local intermediate frequency quenching process, which not only improves the rigidity of the product surface but also ensures the flange connection body Toughness. Cone product grinding processing; single-point trimming convexity is used to grind the inner and outer ring raceways to ensure the rationality and reliability of the product load, thereby ensuring the quality of the product. No matter how high a person is, there will be What a big business. This has always been my creed. "Stand high and see far." This is a very simple truth. Therefore, I have inspected the markets and consumer groups in many countries. Produced according to the requirements of the market.

"Fast action" means that business operations must respond quickly to the market and transform quickly. "Faced with development pressure, enterprises must accelerate the upgrading of the auto parts industry." Therefore, the Dawang Town auto parts industry should accelerate the pace of industrial integration in accordance with the principles of large-scale, serialized, and clustered development, and realize the rapid concentration of production factors, with capital , Technology, and the market are the ties, implement the development strategy of combining the strong and the strong with the weak, and supporting the whole business, promote the benign interaction and cluster development between enterprises, build a "China auto parts manufacturing base", and form a forged casting as soon as possible. , Machinery parts, components and assemblies, engines and vehicles as one of the industrial chain, actively promote the upgrading of the leading product structure.Introduce vehicle production projects in due course, improve the automobile manufacturing industry system in Dawang Town, and accelerate the development of Dawang Town’s automobile industry.The group development of the auto parts industry of the industrial alliance is the general trend.

Fourth, the way of brand building: "make quality products" and "differentiation".

"Making high-quality goods" refers to insisting on the refined product quality.There are only two kinds of products in the world, one is branded and the other is unbranded.The so-called brand is word-of-mouth, which comes from the comprehensive loyalty of consumers to the product.Product quality is the life of an enterprise. Consumers who make 100 sets of good bearings may not remember us, but if we make a set of bad bearings, they may lose confidence in us.We must be consistent, adhere to integrity management, and ensure product quality in order to establish our reputation.

With the continuous abundance of people's living standards in China, family cars are increasingly occupying a larger auto market. Domestic brands and joint venture brands have an increasing share of the domestic market. With the gradual arrival of the maintenance period for this part of the car volume , There will also be a large demand for wheel bearing units. After expert argumentation and multi-party inspections, in 2013, we launched a new project with an annual output of 1000 million sets of high-performance wheel bearing units for cars. This project will start in April this year. Trial production. After the trial production is successful, it will greatly improve the production technology and equipment level of private enterprises. It will be the first in East China to build a production line for car wheel bearing units from blanking, heating, wool, heat treatment, machining, inspection, and packaging. The product structure of the enterprise, reducing consumption, increasing the economic efficiency of the enterprise, and the development of the regional economy are all very beneficial to the basic national policy centered on economic construction, increasing employment opportunities, driving the development of related industries, and providing more development for the local economy. channel.