A few days ago, “2018 China Most Valuable Brands 100” was officially released. Great Wall Motor Company Limited (hereinafter referred as GWM), by virtue of its brand value of RMB 36.047 billion, took the lead in the development of auto industry together with SAIC Motor. Among the 21 enterprises that applied for automobile and component brand value evaluation, GWM stood on the top.
The campaign of “2018 China Most Valuable Brands 100” was jointly held by the State Administration for Market Regulation, China Council for Brand Development, Economic Daily, China Council for the Promotion of International Trade and China Appraisal Society. In this campaign, the international “five-element” evaluation theory and the principles of “scientific outlook, fairness, openness and transparency” were strictly followed. 1346 enterprises and 718 brands across all sectors and disciplines were involved. This campaign aimed to forge a positive Chinese brand image and promote the globalization of Chinese brand, and was widely noticed and acknowledged by the society.
Continuous Input and Hard-Soft Power Integration – Strength Creates Brand
GWM couldn’t stand out from this campaign without its hard power. GWM has four major brands – Great Wall, HAVAL, WEY and ORA, and has such products as SUV, pickup and new energy vehicle. With four vehicle manufacturing bases and over 40 holding subsidiaries, GWM has the independent capacity of matching engine, transmission and other core components and parts. GWM has input RMB 5 billion to establish the world-class HAVAL R&D Center, RMB 1 billion to build the world-class advanced automotive proving ground, and around RMB 20 billion to build Xushui Manufacturing Base with advanced equipment. GWM’s total assets reached RMB 110.5 billion in 2017, laying a solid material foundation for providing high-quality products and services.
In addition to the hard power, its soft power is also preeminent. GWM has 18,000 R&D personnel, accounting for 26% of its all employees, and has set up R&D centers in Japan, America, Germany, India, Austria and South Korea, further improving its global R&D layout.
Adhering to the principle of “excessive investment” to build world-class hard and soft power, GWM has gained rich returns, and has scored tremendous achievements in oil-fueled automobile, intelligent driving, Internet of Things, travel vehicle sharing, big data and new energy, which have, in turn, boosted further development of its all brands.
High-quality Products and Attentive Services – Market Witnesses Brand
In addition to its own strength, the high-quality products and services are actually the foundations for further brand development. GWM has been maintaining its leading position in both global and domestic markets. In the domestic market, the sales volume of SUV has been ranked first for consecutive 15 years; and the market share and sales volume of pickup have been ranked first for consecutive 20 years. In the global market, the brand awareness and reputation of GWM have been continuously improved.
GWM, by its concept of “HAVAL Delight”, has pioneered the channel management. By changing the service concept, a credit-based and customer satisfaction-targeted incentive system has been established to rapidly improve the brand satisfaction and brand premium. Meanwhile, GWM has carried out various activities during the Service Festival with tens of millions input, and the customers can experience high-quality after-sales service, safe driving, sincere service and whole-hearted care.
Sound services and products are certainly welcome on the market and accepted by the public. In addition to being acknowledged in “2018 China Most Valuable Brands 100”, HAVAL, one of GWM’s brands, was also listed in “2018 Global Top 500 Brands ” released by Brand Finance – an authority for international brand value evaluation on February 1 this year, and ranked first among Chinese automobile brands by its brand value superior to those of Tesla and Ferrari.
