Geely's internationalization strategy and brand management are one step ahead.
A single spark ignites global passion. As the world athletes race against time to prepare for the 2008 Olympic Games, the Olympic flame of the automobile industry is lit in Beijing, the capital of China. On June 9th, 2007, 65438 set up a special fund of RMB 3.6 million on behalf of Geely Holding Group, an independent brand of China automobile, to distribute hero stickers to the whole world and collect new logo designs, of which RMB 2 million was used as the Olympic champion prize for logo design. This marks a solid step for Geely's international brand strategy. Relevant parties of Geely said: When Geely develops to a certain scale, internationalization is the only way. I hope that more and more people in China who like and care about Geely, and even people all over the world, can participate in the growth of Geely and make suggestions for its international development.
New car identification requirements are in line with international trends.
It is understood that Geely Holding Group is the only private automobile enterprise among the top automobile enterprises in China 10, and it has been ranked among the top 500 Chinese enterprises for four consecutive years, and was rated as "the fastest growing and best growing enterprise in China automobile industry in 50 years". Headquartered in Hangzhou, the capital of Zhejiang Province, Geely Holding Group has established four manufacturing bases specializing in the production of complete vehicles and powertrains in Linhai, Ningbo, Luqiao and Shanghai in Zhejiang Province. Now it has an annual production capacity of 200,000 vehicles, 200,000 engines and 200,000 transmissions, and has more than 30 models in eight series, including Geely Pride, America and Japan, Unocal, Beauty Leopard, Huapu, Freedom Ship, Geely King Kong and Geely Vision.
The development and evolution of Geely automobile logo actually condensed the development and growth process of Geely automobile. Initially, the trademark of Geely Automobile in the United States and Japan was a combination of the letter "M" and the Chinese character "Japan". The case of China automobile property right standard that shocked China and foreign countries was related to this trademark, and the case finally ended in Geely's victory. Subsequently, Geely has always adopted the now oval "six sixes" logo, which has also become a well-known trademark in China. With the rapid development of Geely, especially the implementation of the internationalization strategy, and the changes in the external environment such as consumer values and aesthetics, Geely hopes to let people comment, participate, upgrade and re-recognize Geely's car logo by collecting new car logos around the world.
The logo requirements for new cars collected around the world have the characteristics of recognition, artistry and practicality, which can reflect the corporate philosophy and spirit of Geely Holding Group, interpret the vision of Geely Holding Group to build a century-old automobile industry of the Chinese nation, and reflect the quality, technology and technological level of Geely Automobile. She should also be vivid and easy to remember, inherit the existing logo to a certain extent, have a global aesthetic of the new era, and facilitate the production by various scientific and technological means.
It is understood that in order to make creative designers who love Geely all over the world more actively participate in this activity, Geely has set a total bonus and bonus value of 3.6 million yuan. Among them, "Master Award" 1, with a bonus of 2 million yuan; "Geely Award" 10, one Geely Vision car each; "finalist award"100; "Eye of the Sky Award" 300.
The evaluation method of the global collection of vehicle logos adopts the combination of famous experts and scholars' evaluation and more convenient and extensive public review (SMS, Internet). The selection is divided into four stages. By August this year, 100 works will be selected, and then 100 will enter 50, 50 10, 10/pk competition, which can be described as intense.
Internationalization strategy, brand management first.
In 2007, Geely Automobile has gone through 20 years. In 20 years, she walked out of the thatched cottage and grew into a modern enterprise group that began to take shape; For 20 years, she never got a "birth certificate" and jumped into the top ten of the domestic automobile industry; Over the past 20 years, she has worked tirelessly to "build a good car that ordinary people can afford", and now it is a critical moment for her to realize "let Geely Automobile travel all over the world". The global collection of new car logos is the forerunner of its international brand strategy.
Li Shufu, Chairman of Geely, said: At present, Geely Automobile has achieved initial results and achieved the goal of "participating in the global automobile industry restructuring and changing the pattern of China automobile industry". But this is only the first step of the long March, and taking the international route is the only way for Geely to develop. Global car sales have exceeded 60 million, while China's market share is less than 10%, and 90% of the market is overseas. This is a great opportunity for Geely Automobile, which wants to achieve 2/3 export in the future. Geely is actively preparing to seize this opportunity, and has carried out fruitful work in brand marketing planning, business process reengineering, management innovation, human resource integration, corporate culture construction, and full implementation of informatization.
It is understood that at present, Geely Holding Group has nearly 400 4S stores and 600 service stations in China, and has sold nearly 600,000 Geely cars. Breakthrough progress has also been made in the international market. There are 26 agents and 65,438+028 sales and service outlets overseas, and nearly 30,000 cars are exported to more than 40 countries. In order to achieve the ultimate goal of "Let Geely Automobile Travel Around the World", Geely participated in the Frankfurt Motor Show and the North American International Auto Show in 2005 and 2006 respectively, and let the world know about Geely Automobile and China Automobile.
An important part of Geely Holding Group's internationalization strategy is to produce and sell 2 million cars by 20 15, two thirds of which will be exported, and its share in the international market will reach 2.5%. Geely Automobile will become an internationally renowned brand. "I hope Geely will become a brand that China people like and people all over the world like, and I also hope that Geely's logo will be more in line with international trends. People all over the world who like Geely and care about Geely can participate in the design of this new logo, witness the growth of Geely and realize the goal of letting Geely Automobile travel around the world at an early date. " Li Shufu said meaningfully.
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