All brand integration and organizational restructuring are the only way to achieve a mission. In 2017, the FAW Jiefang Engine Division (hereinafter referred to as the Engine Division), which led the two brands of FAW Jiefang Xichai and FAW Jiefang Dachai, was established.
First, the user's interests above all else
Brand integration, the original Dachai is the motivation.
The original Dachai started from the "Buda Machinery Hardware Factory" in 1951; in 1996, it joined FAW Group and became a wholly-owned subsidiary of FAW Group; in 2007, FAW Group and Germany Deutz Co., Ltd. jointly established Deutz FAW ( Dalian) Diesel Engine Factory; in October 2017, with the Wuxi Diesel Engine Factory of FAW Jiefang Automobile Co., Ltd. as the main body, the integration of Deutz FAW (Dalian) Diesel Engine Co., Ltd., FAW Wuxi Oil Pump Nozzle Research Institute, Commercial Vehicle Development Institute Engine, was established. The engine business unit.
Since the engine division led the original Xichai and the original Dachai companies for more than a year, they have been deeply aware of the lack of effective use of resources. Due to the superposition of various reasons, Deutz divested, the original Dachai changed from a joint venture company to its own brand, and subsequent products and technology upgrades faced severe tests.
The operation of the two brands has caused the dispersion of brand communication, the confusion of user perception, the duplication of brand investment, the difference between positioning and service. “In the long run, it will inevitably cause great resistance to the integration of production and operation, and must be resolved to solve it. "Assistant General Manager of FAW Jiefang Company, Qian Hengrong, Party Secretary and General Manager of the Engine Division, is not arrogant.
If the resistance caused by the internal integration of the enterprise can be digested, the impact on the user is unacceptable to the engine division. Since the establishment of the factory in 1943, the original Xichai has taken the interests of its users to its fullest and has not relaxed for a moment. This is also the secret of the original Xichai engine products in the land of China in the past 76 years. The original Dachai users must continue to receive the best service, the original Dachai's National Six products will naturally be born in time.
Re-coordination, not waiting for me.
Liberation Power Brand Release
On June 26, 2019, the engine division fully integrated the power resources and released a brand new brand of “liberation powerâ€. The new brand will integrate the original experience and product features of the original Xichai and the original Dachai to realize the same brand, the same technology, and the same brand. Quality, the same service, advance and retreat in many aspects, and focus resources to be more specialized and more refined.
It is understood that the Engine Division holds nearly a thousand key core technologies with independent intellectual property rights, from the comprehensive development of research and production, to build an indestructible quality prevention and control system, and always regards “making users more satisfied†as the starting point of the brand. Set foothold.
After integration, from the product perspective, the product birth process, product development standards, design platform and data management are consistent; from the quality perspective, quality standards, quality control and improvement processes, quality evaluation system are unified; from the service point of view, the engine division The number of service stations has increased to 2058, and the average service radius is less than 30 kilometers. With superb service capabilities, lean service network and sincere service attitude, the company provides users with efficient service throughout the life cycle.
In fact, the integration of products, quality and service is in line with the original intention of the establishment of the engine division of the Liberation Headquarters. At the beginning of its establishment, the engine division clearly defined the management principles of “four overall planningâ€, namely “product planning considerations, marketing considerations, after-sales service considerations, and production resources considerations.†Only physical reform is not enough. It is necessary to accelerate the chemical integration.
Under the leadership of Qian Hengrong, the Engine Division reformed Dachai in January 2019, unifying strategic and budget management, product and R&D management, planning and procurement management, and marketing service management. These have paved the way for brand integration.
After the integration, the product sequences of the two brands overlap are streamlined, and Dachai is only responsible for quality, cost, delivery, safe production, and environmental responsibility. The resources of the Engine Division are fully and effectively utilized, and the value brought to the users will be displayed to the extreme.
Second, planning "future time"
Looking at it, the domestic commercial vehicle engine enterprises are mostly named after the location of the production plant plus the diesel engine. The product brands are also referred to as “x dieselâ€, for example: Weichai, Yuchai, Shangchai, Quanchai, Xinchai...
On the occasion of the new carization of automobiles, many countries have issued a no-burn schedule, although some industry experts pointed out: "The vitality of diesel engines is at least 30 years, and the future may coexist with other multi-powers for a long time." But as China The power experts and the engine division that shoulders the world's power dreams will never fall behind in other fuel power. With the integration of the brand, the engine division reinvented the brand and demonstrated its determination to strengthen the national power brand in the future. It changed the “Chai†as the “power†and directly named the brand “liberation powerâ€, covering gas, electric and hydrogen. Such as the future mainstream power form, but also to refresh the user's misunderstanding of the engine business only diesel products.
At the Hannover Commercial Vehicle Show in 2018, the engine division of the company and Mahler jointly held a press conference to announce the application of laser-welded steel pistons in the engine division. After the conference, Qian Hengrong met with six or seven world-class suppliers to show the global changes in the engine division from technology to technology, and refreshed the global awareness of China's power.
Since it is the lead, it is necessary to lay out in advance. In the new energy power, Qian Hengrong has led the team to strengthen research on fuel cells, hybrids, etc., to gather global superior resources, and combine their own advantages to create intelligent and efficient combined power.
Huishan base intelligent production line
The production layout and planning level of the Huishan base has been in line with the European level, and the advanced advantage is advanced in European factories in many aspects. Global technology experts must not only be longer than diesel engines, and at the right opportunity, the engine division will surely debut in other power technology reserves, stunning the world.
Changing "wood" to "power" is a good opportunity. When the competitors did not have the right opportunity to change their name, the engine division unintentionally or intentionally completed a brand lead.
Third, shoulder to shoulder with the world's advanced power
Anyone familiar with Qian Hengrong knows that his dream is to build the engine business unit at the same level as the world's advanced power and even lead the world's advanced level.
In terms of product quality, the Engine Division insisted on benchmarking with Volvo for many years, and after continuous improvement, it is no worse than it is now.
Under this premise, the engine division will accelerate the pace of internationalization. At present, Qian Hengrong is leading the team to practice the internationalization goal of selling national products to the high-end market in Europe and America. Frankly speaking, it is difficult for Chinese companies to export engines to European and American markets. Local car companies have their own supporting engines. Therefore, the engine business unit relies more on liberating vehicle exports to enter Europe and the United States.
Integrating the original Xichai and Dachai brands into a liberation power is more conducive to the overall understanding of the engine division's products by international users. FAWDE will become a powerful endorsement of China's outstanding independent brands together with Jiefang Truck.
Up to now, the domestic industry has not had much advanced experience for the engine business department to excavate. Under the premise of ensuring the good use of domestic users, the engine company's greater mission is to break through the obstacles with the liberation truck and truly enter the international market. Achieve more and more European and American exports, learn from others, become the power brand with Cummins, Volvo, Mercedes-Benz and other first-class engines.
Conclusion
An excellent product is a brand in itself, with content, culture, and thinking. After the integration, the engine division has a clear positioning and a clear personality. It will combine the forces caused by the legacy of FAW's original system, and consumers can fully focus on their perceptions, thereby enhancing brand added value.
The release of the Liberation Power brand is a milestone in the brand building process of the Engine Division. Brand management is as important as product management. Next, the engine division will use the advanced process management and product management to empower the brand, embark on a new journey and achieve a new leap.
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