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25-01-2008 Since
2007, King Long has made several measures in brand building. Firstly, King Long
has positioned itself as "China Coach Expert" and raised its committmet
to "Create Professionalism through details". Secondly, King Long launched
the brand promotion activity "The Discovery Tour" which aims to promote
new brand orientation to clients. Thirdly, participating in European Bus Exhibition
and sponsoring University Intellectual Contest both enlarged the brand promotion
coverage. All in all, a series of measures King Long did have gained a good market
returns. Controversy:
Whether the orientation "China Coach Expert" is adequate or not? At
the beginning of 2007, King Long management team has made thoroughly analysis
on company brand. After analyzed King Long's position in customers' view, competitor's
condition as well as its own long-term strategy, King Long management team put
forward the brand orientation "China Coach Expert". In
recent years, China coach export concentrated on Central Asia, Southeast Asia,
Africa and other developing regions, but the image of China coach remains low
quality and low price. Some industry experts even fear that "China Coach
Expert" orientation would affect the good performance which King Long has
established in overseas market. Nevertheless, King Long advocated that the orientation
"China Coach Expert" has seized the commanding height in China coach
industry by providing unique and differentiated service. The
spokesman of King Long Dai Yongjia explained :"King Long has made great achievements
in both bus manufacturing arts and product quality. In 2007, orders from overseas
market increased rapidly, so raising orientation "China Coach Expert"
could clarify the misunderstandings about China coaches." Discovery:
Great market potentail exist in Second and Third market. In
2007, King Long launched its brand promotion activity "The Discovery Tour"
which said to have last two and a half months , arrived at Beijing, Shenyang,
Chengdu, Jinan, Nanjing, Nanning, Guangzhou eight main China cities and through
eighteen provinces and municipalities. The whole travel tour experienced 30,000
kilometers, invited more than 2,500 customers and formed great impact on China
bus industry. Looking
back the function the tour had lead, The spokesman of King Long Dai Yongjia said
" King Long's sales increase in tranditional market such as Beijing, Guangzhou
and Zhejing are not evident, but the sales increase in Second and Third market
are more and more evident. We are considering to put more emphasis on this lower
market."
Editor:
James Yin from Chinabuses.com
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