[summary] the east wind commercial car branding experience centre is a comprehensive experience centre for product presentation, brand dissemination and marketing services. It achieves a comprehensive link from brand to value to “digit” through key actions such as digital transformation and process optimization. This paper will explore the path to a transformational upgrading of the east winder vehicle through the introduction of value chain transformation initiatives such as digital transformation, process optimization, etc., of the east wind commercial vehicle branding centre。
In an era of rapidly changing digital economies, traditional business models are no longer able to meet market demands, constantly adapt to market demands and seize opportunities to transform and upgrade, which is an important guarantee of corporate courage. As a pioneer in domestic heavy-carrying enterprises, the east wind commercial car is based in the immediate environment, looking ahead to future market trends and actively exploring the path of transition from traditional manufacturing to science and technology services-based intellectuals, while the east wind commercial car branding experience center experience tour can be described as a warm journey along the exploration road。
The east wind commercial car branding experience centre was officially opened in february 2023 with the aim of creating the industry's first value-rich branding experience centre and exploring new models of experiential marketing. The brand experience centre, an important initiative for the strategic landing of the east wind commercial car “brand up”, makes full use of advanced digital technologies to create an immersive interactive experience scene for clients. Breaking the time and space limit, bringing users into the actual work scenario, allowing visitors to feel the temperature of the east wind across the board by telling reliable stories, reading smart programmes, sharing cutting-edge technologies, feeling smart manufacturing, experiencing live driving, etc。
Customer-centred construction of vehicle life-cycle solutions
It is understood that the east wind commercial car branding centre, which covers 110,000 square metres, is divided into two functional areas, indoor and outdoor, to enable customers to fully sense and experience the satisfactory goods and services of the east wind commercial car, and to be more convenient and intelligent in selecting and purchasing cars. The centre is open to client groups and partners, such as logistics enterprises, transport companies, individual drivers, and members of all sectors of society, with an annual flow of more than 30,000 people。
With the concept of “all-reliable” brand commitments as a whole, the east wind commercial car branding centre has consistently pursued a “customer-centred” brand-up strategy, in-depth research on industry segmentation of markets, insight into customer needs, integration of brand value perceptions, holistic solutions, live driving experience, one-stop smart shopping, etc., and the construction of a whole-life solution for customers to “select, buy, use, manage, replace” vehicles. The integration of these functions helps clients to gain a more intelligent and easy-to-improvement experience in the selection and use of east wind commercial vehicle products, to increase client satisfaction and loyalty, and to appreciate the value experience created by the east wind commercial vehicle as a reliable brand that truly “knows you”。
In addition to brand experience centres, the east wind commercial vehicle has developed a smart service programme that integrates "digitized network services + protection agreements" around the customer's "selection, acquisition, use, management and exchange" life cycle, through digitalization techniques, and improves vehicle integrity by conducting "sick and treat" inspections or repairs。
Today, the role of the car company is slowly shifting from car manufacturers to service providers. Whereas in the past, the core task of the car company was to build the car, now the offline means the start of customer service, and the car company has begun to explore how to provide the service around client needs and on a continuous basis throughout the cycle. Focusing on the demand for cars by customers, caring for each customer, paying attention to each detail, and winning the reputation of the services and experience, is the actual “client-centred” landing of the east wind commercial vehicle。
Virtual integration with reality, exploring new paths to digital transformation
The digital transformation is a long-term change from planning, construction to continuous business optimization. As a focus for the digital transformation of the east wind commercial vehicle, the branding experience centre has achieved a comprehensive link from branding to value to “digital” through the use of advanced digital technologies, such as human interactivity, ai artificial intelligence, mr hybrid reality, smart recognition and 5g communication。
For example, through the “wall integration touch display” technology, undetectable commercial vehicle manufacturing processes are dismantled to make customers and guests more aware; clients and guests are brought to production workshops by means of 5g communications, and autonomous commercial vehicles are shown by the most direct view and perception of how efficient customer operations are ensured through smart manufacturing upgrades。
In addition, in terms of product presentation and brand dissemination, the east wind commercial vehicle branding experience centre uses space-driven design, space-performance layout, acoustic photovoltaic system presentation, space software innovation, etc. To present the value of the east wind commercial car brand in front of visitors in a more intuitive, “physical” way。
For example, in the brand-building experience area, visitors can watch the “homecar” — the first-generation eq240 military vehicle in the east wind — and now the “mainline logistics expert” — a brand-new kartung tyrone gx, which, through historical retroactivity and the evolution of times, senses the evolution of the east wind's more than 50-year-old car and the origins of reliable genes。
At present, the east wind commercial vehicle has prepared a digitized strategy for the next three to five years and a blueprint for top-level planning, and the next central task is to accelerate the completion of the digital transformation projects that drive the planned output. Focusing on business areas such as r & d, marketing and post-market, comprehensively reshaping “customer-centred” processes and organizations, digitizing them as business enablers, interoperability of systems, data connectivity, responsiveness to client demands, improving efficiency in the operation of the whole value chain, creating value for clients, helping clients to achieve business success and supporting the strategic upward orientation of brands。
Take the initiative to prepare for change and implement a “brand-up strategy”
In the next two to three years, total demand for commercial motor vehicles will gradually return to normal, with heavy domestic markets shifting from an incremental to a stock market, while foreign investors are investing in construction in china. The market for new energy sources and smart cars has grown rapidly, driven by technological developments in five sectors, and the trend towards industrial transformation has increased. At the same time, as the economic development of countries along the road has remained relatively dynamic and demand for medium-heavy cards has flourished, medium-heavy card exports are expected to remain high in the future。
As the representative of an autonomous brand, the east wind commercial car has taken the initiative to introduce a “brand-up strategy” to capture the century-long undisturbed change in the medium-calcade market, the core of which is to create value for its clients externally through the provision of satisfactory goods and services to its clients and to contribute to the success of its business; and to improve customer satisfaction and enhance brand premium capacity through the end of the business chain。
The “brand-up strategy” of the east wind commercial vehicle is understood to be an important strategic arrangement for the implementation of the group's “129” strategy for the transition to a technology-based enterprise. After more than a year of practice, the strategic consensus on “brand-up” within the east wind commercial car has become more unified, strategic objectives have become clearer, strategic self-confidence has become more assertive, and initiatives have been made to build a whole value chain based on client-situation needs, to digitize to become a master, to accelerate technological innovation, to promote marketing change, and to organize new ventures. From the inauguration of the east wind commercial car branding centre, it is easy to see that the east wind commercial motors wheeling of the whole value chain is accelerating。
Concluding remarks:
In general, the east wind commercial vehicle branding experience centre has been a good model for enterprise resource integration and digitalization, resulting in deep interaction and communication with clients. In contrast, initiatives such as functional integration and digital transformation based on the “brand-up strategy” have led to the transformation of china's commercial car industry across the value chain。
Through key actions such as digital transformation and process optimization, the east wind commercial vehicle has achieved a comprehensive link from branding to value to “digital” to provide better quality, efficient and intelligent services and products to clients. At the same time, based on value mining at the east wind commercial car brand experience centre, the east wind commercial vehicle provides a more comprehensive and personalized service to clients and raises their awareness and trust in the brand。
In the future, it will continue to deepen its interaction and communication with clients, listen to their needs and feedback, continuously innovate its services and products and provide clients with better-quality, personalized solutions。
Choiya / zhocho
