If FAW "Red Flag" represents a special political symbol, then Dongfeng "Shuangfeiyan" represents the ideal of life for the people. Creating Chinese cars is exactly the future direction of Dongfeng.
Although Dongfeng's own brands are still faced with problems such as late brand start-up and small sales base, but over 40 years of building experience and more than 20 years of experience in joint ventures and cooperation, Dongfeng has had a profound cultural accumulation, plus a lot of resources, talent, and technology. Accumulation has enabled Dongfeng to have the strength to build a car that belongs to the people like Fiat Italy, so that "Shuangfeiyan" can fly higher and further.
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Fly into the homes of ordinary people "Shuangfeiyan"
In November 1979, Second Automobile (now Dongfeng) issued a prize to the whole plant to collect the “factory emblem†design.
Prior to this, the company recognized the importance of trademark design. In order to cultivate trademark design talents, the company has selected a group of young employees with fine arts expertise to go to the Central Academy of Arts and Crafts (now the US-China Institute of Fine Arts) for automotive arts and crafts majors. Ed Kun, who works in the Body Products Division, is one of them. He and a dozen other young people actively responded to call for the “factory badgeâ€.
The brand at the moment was the word "Dongfeng". Aide Kun believes that it is not appropriate to use Chinese characters or letters to represent them. At that time, except for students who can recognize Pinyin, adults can hardly read letters, and only graphic symbols can be recognized by everyone. But to directly represent the "Dongfeng" with graphics, it is difficult to think of Edwin.
In constant meditation, the splendid Feiyan accidentally appeared in Edwin's mind.... Swallows are sent from the east wind. Where there are swallows, there must be an east wind. Swallows represent auspiciousness and represent spring. They also represent perseverance and perseverance. Swallows fly lightly, smartly, and lovely...
Then, in a circle, two swallows, with their heads and tails flanked by a pair of twirling spins, are presented in Edwin's pen. Among them, the ring symbolizes the rapid rotation of the wheel, but also symbolizes the earth where humans live; the wing-flying Chunyan soars in the blast, the rotation of the entire symbol represents the car's rotating engine and wheels, and the entire pattern symbolizes the production of the two steam Dongfeng Motors is pursuing the world with wind speed and serving the people of the world.
When participating in the design idea defense, Edwin replied: "Despite the construction of the two mountains in the mountains, but it is inevitable that she must fly like a flying bird and rushed into the vast blue sky. The swallows flying freely in the mountains and forests of Northwest Hubei Province It is a mascot bearing all the emotions of the builders of the two steamers.†This passage not only touched everyone on the scene, but also made the “Shuang Fei Yan†pattern stand out in the collection.
Shortly afterwards, the Trademark Office of the National Administration for Industry and Commerce approved Dongfeng's use of the logo pattern “circular and containing double swallowsâ€. Since then, Dongfeng has taken steps to create a brand culture.
Cultural Strategy -
The genetic heritage of the Wudang Taoist “He†culture On April 18, 2014, Dongfeng Corporation officially released the “He†cultural strategy, which is dedicated to building “the harmony of people, cars, nature, and society†to help the Chinese dream and achieve Dongfeng dream. Write a legend of development.
Dongfeng Company, which develops and grows from the Shiyan and Wudang Mountains of the mountain city, has a rich cultural base like mountains. There are genes for Taoist culture inheritance with the core of “harmonyâ€. Taking the "Shuangfeiyan" brand identity as the essence, the main body of its cultural strategy includes: the connotation of "He", the concept system of "He", the action system of "He", and the slogan of "He".
The connotation of Dongfeng's "harmony" is "co-existence with harmony and harmony". Reciprocity is the cultural pursuit of Dongfeng Company to cope with challenges and achieve business; "Heyue and symbiosis" is the cultural breast of Dongfeng Company's dreams and win-win cooperation. Taking this as the ultimate realm, Dongfeng will exert itself to build "the harmony of people, cars, nature and society".
The concept system of Dongfeng's “Hehe†includes: Dongfeng Mission: “Let Automotive Drive Dreamsâ€; Dongfeng Vision: Build a “Persistently Developed Dongfeng, A World-Oriented, Internationalized Dongfeng, and a Self-developing Dongfeng in Openingâ€; Dongfeng Spirit: "Hai Na Baichuan, Minhang Zhiyuan"; Dongfeng business philosophy: "Caring for everyone, caring for every car."
Dongfeng's "harmony" action system includes: a center, which is "strengthening excellence"; five developments, namely "independent development, open development, green development, coordinated development, and win-win development."
The Chinese slogan of Dongfeng's "and" is "Dongfeng and Chang, and walk with you"; the English slogan is "withyou", and the mark is in the shape of a red "and" character. Dongfeng's "He" is integrated with the Dongfeng "Dian D300" plan and Dongfeng "Run" plan.
In current China, many companies attach great importance to cultural development. However, it is rare to identify corporate culture with specific concepts and raise it to a strategic level.
Self-development -
Dongfeng need to understand the culture as a guide <br> <br> Dongfeng people know, as the mountains started from Shiyan, Wuhan and gradually move to the east of the country, with countless stories behind its cultural strategy has More profound meaning.
First, the summarization and sublimation of the traditional spirit of "Two Steam".
From the Shiyan Mountains, Dongfeng has a deep, simple, united, and tough character. In order to achieve sustainable development and face a complex and ever-changing market environment and competitive environment, Dongfeng intends to sublimate its traditional culture and raise it to a strategic level, participating in the competition with a more generous and open mind.
Second, the integration of symbiosis is an inevitable choice for the development of today's car companies.
No enterprise can make cars behind closed doors, and the globalization of the industrial chain requires companies to pay more attention to "harmony" and sincere cooperation. Dongfeng Motor Co., Ltd. is the longest company in the Chinese auto industry's joint venture chain. It has previously established a joint venture relationship with Nissan, Honda, PSA, and Kia. In the past two years, Dongfeng has also held hands with world famous companies such as Renault of France, T Company of Sweden, Volvo of Sweden and Getrag of Germany. In front of such a massive international joint venture and cooperation, there must be a core corporate culture to guide the joint venture and cooperation with multinational companies.
Third, Dongfeng University’s independence needs to be more expensive than “harmonyâ€.
The most important point of Dongfeng’s self-reliance strategy is “cooperationâ€, which is a multi-level, autonomous linkage involving many regions. Large autonomy "cooperation" is essentially "harmony." For example, the integration and coordination of the resources of Fengshen, Feng-Ying and Fengpai's three major passenger car brands, Shih Dong and Xiangyang's commercial vehicle self-owned brand planning and resource allocation, etc., require Dongfeng Company to adopt a superb "harmonization" approach to integration.
Fourth, we must meet the needs of domestic and international competition.
The competition in the automotive industry has reached a very critical period. The companies that will eventually be eliminated will be those who do not have the awareness of market and service, and are not sincerely united. To achieve sustainable development, we must build a strong corporate culture. Zhu Fushou, general manager of Dongfeng Company, said: "Any company's sustained competitiveness, in fact, is the first place in the culture, because it is deeply rooted in all aspects of business operations, all areas of the basic concepts and behavior."
In the face of domestic brutal market competition, in the face of joint ventures and cooperation with many multinational companies, Dongfeng needs "cultural awareness and cultural self-confidence."
Product information:
Inner layer: PTFE
Enhancement layer:stainless steel wire braid ( AISI Steel 304 316 )
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