3.6 million Guangfa hero posts collect new car logos globally

Geely takes the lead in international strategic brand management

A single spark ignites global passion. Just as the world's athletes were racing against time and preparing for the 2008 Olympic Games, the Olympic flame in the automotive industry was lit in Beijing, the capital of China. On January 9, 2007, Geely Holding Group, a representative of China's independent automobile brands, set up a special fund of 3.6 million yuan, sent hero posts to the world, solicited new car logo designs, and used 2 million yuan as a bonus for the Olympic champion of car logo design. This indicates that Geely has taken a solid step towards international brand strategy. Relevant parties of Geely said: Geely has developed to a certain scale, and internationalization is its inevitable path. It is hoped that more and more Chinese people who like Geely and care about Geely and even people around the world can participate in Geely's growth and contribute to Geely's international development. Provide advice and suggestions for cultural development.

The new car logo requirements are in line with international trends

It is understood that Geely Holding Group is the only private car company among the top ten in China’s automobile industry. It has entered the top 500 national enterprises for four consecutive years and has been rated It is the enterprise with "the fastest development and best growth in China's automobile industry in the past 50 years". Geely Holding Group is headquartered in Hangzhou, the capital of Zhejiang Province. It has four manufacturing bases specializing in the production of complete vehicles and powertrains in Linhai, Ningbo, Luqiao and Shanghai in Zhejiang Province. It now has an annual output of 200,000 complete vehicles. It has a production capacity of 200,000 engines and 200,000 transmissions, and has more than 30 varieties of cars in eight series, including Geely Haoqing, Meiri, Unirio, Meirenbao, Maple, Freeship, Geely King Kong, and Geely Vision.

The development and evolution of Geely Automobile’s logo actually condenses the development and growth process of Geely Automobile. Initially, the Geely Meiri trademark adopted by Geely was composed of the letter "M" and the Chinese "日". The Chinese automobile property rights patent case that shocked both China and the world was related to this trademark, and the case ended with Geely winning. Subsequently, Geely has adopted the current oval-shaped "6 6" pattern trademark, and this trademark has become a well-known trademark in China. With the rapid development of Geely, especially the implementation of its internationalization strategy, as well as changes in external environments such as consumer values ??and aesthetics, Geely hopes to allow ordinary people to evaluate, participate, improve, and re-evaluate through a global collection of new car logos. Get to know Geely’s car logo.

The new car logos collected from this global collection are required to be iconic, artistic, practical and other characteristics, to reflect Geely Holding Group’s corporate philosophy and spirit, and to interpret Geely Holding Group’s mission to build the Chinese nation’s century-old automobile industry. Vision can reflect Geely Automobile’s quality, technology and craftsmanship. It also needs to be clear and easy to remember, have a certain inheritance from existing car logos, have a new era of global aesthetics, and be easy to produce and produce using various technological means.

It is understood that in order to allow creative designers who love Geely all over the world to participate more actively in this event, Geely has set a total bonus and prize value of 3.6 million yuan for this project. Among them, there is one "Master Award" with a bonus of 2 million yuan; 10 "Geely Awards", each with a Geely Vision sedan; 100 "Shortlisted Awards"; and 300 "Eye Awards".

The evaluation method for this global collection of car logos uses a combination of evaluation by famous experts and scholars and more convenient and extensive public evaluation (text messages, Internet). The selection is divided into four stages. By August this year, 100 works will be selected. From then on, there will be a PK competition in which 100 will advance to 50, 50 will advance to 10, and 10 will advance to 1. It can be said that the strings are tight and intense.

International strategic brand management takes the lead

In 2007, Geely Automobile has gone through 20 years. In 20 years, she walked out of the thatch and grew into a modern enterprise group that has begun to take shape; in 20 years, she never got a "birth certificate" and became one of the top ten in the domestic automobile industry; in 20 years, she worked tirelessly to "make people buy it" "An affordable good car", now is the key moment for her to realize "let Geely cars travel around the world". This global collection of new car logos is the first step of its international brand strategy.

Geely Chairman Li Shufu said: At present, Geely Automobile has achieved phased results and initially achieved the goal of "participating in the restructuring of the global automobile industry and changing the pattern of China's automobile industry." But this is only the first step in a long journey of thousands of miles. Taking the international route is the only way for Geely to develop.

Global car sales have exceeded 60 million, but China’s market share is less than 10%, and 90% of the market is overseas. This is a huge opportunity for Geely Automobile, which aims to achieve 2/3 exports in the future. Geely is actively preparing to seize this opportunity and has carried out fruitful work in brand marketing planning, business process reengineering, business management innovation, human resource integration, corporate culture construction, and comprehensive implementation of informatization.

It is understood that Geely Holding Group currently has nearly 400 4S stores and nearly 600 service stations in China, and has sold nearly 600,000 Geely cars of various types. It has also made breakthrough progress in the international market. It has established 26 agents and 128 sales and service outlets overseas, and has exported nearly 30,000 vehicles to more than 40 export countries. In order to achieve the ultimate goal of "let Geely cars travel around the world", Geely participated in the Frankfurt Auto Show and the North American International Auto Show in 2005 and 2006 respectively, letting the world know Geely cars and Chinese cars.

An important part of Geely Holding Group's internationalization strategy is: by 2015, it will produce and sell 2 million vehicles, two-thirds of which will be exported, and its international market share will reach 2.5%. Geely Automobile will Become an internationally renowned brand. "I hope Geely will become a brand that Chinese people like and people around the world like. I also hope that Geely's car 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 car logo. *** Witness the growth of Geely and realize the goal of making Geely cars available all over the world as soon as possible," Li Shufu said meaningfully.

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