Volkswagen Seiki: Toward "Creation in China"

The Ministry of Industry and Information Technology has published a list of 76 brand fostering demonstration companies in 2015. Since the launch of pilot demonstration work for branding of industrial companies in 2012, more than 4,600 companies have started trials and 251 companies have become model companies. These companies have explored valuable experiences in order to accelerate the transition from Chinese products to Chinese brands and build competitive independent brands.

The Ministry of Industry and Information Technology fulfilled the function of “instructing quality management work in the industrial sector” and made upgrading quality brands an important part of accelerating industrial transformation and upgrading. The "Brand Cultivation Management System Implementation Guide" and "Evaluation Guide" were issued to provide professional guidance for enterprises to implement brand strategy and systematically nurture brands. The design work route follows the “Pilot Pilot, Demonstration Lead” form, piloting work, demonstration and promotion of experience, and providing space for the company to innovate and improve the brand cultivation work. Through the development of brand cultivation, we will gradually explore the path of nurturing industrial brands with Chinese characteristics.

In order to encourage more industrial enterprises to adopt scientific brand management methods and widely disseminate the rich experience of brand cultivation and demonstration companies in exploring and accumulating the brand process, the magazine has specifically selected some of the company's brand-building cases to share with readers.

Brand Scanning Wenling Volkswagen Precision Machinery Co., Ltd. (hereinafter referred to as Volkswagen Precision Machinery) was established in 1999. It is an internationally renowned supplier of hydraulic (fluid power) parts and a well-known mid-to-high-end intelligent numerical control machine tool R&D and manufacturing enterprise. Volkswagen Precision Machine's flagship products are small-sized column-type digital controlled vertical lathes (SUP series), inclined-bed horizontal type data lathes (SUR series), and numerically-controlled intelligent industry-specific machine tools (ATO series). The products are widely used in hydraulic (hydrodynamic) and automotive applications. Spare parts, aviation accessories, ships, medical equipment, satellite communications, and other ultra-high-precision parts processing.

After more than 16 years of development, Volkswagen Precision Machinery has provided reliable products and services for the rapid development of the CNC machine tool industry with its core business advantages such as precision manufacturing, customized services, and intelligent processing of precision machining automation. Volkswagen Seiki always regards "customer-oriented continuous innovation" as its values, and its tenet of "Excellent Quality, Excellent Service, and Mass Creation". It upholds the philosophy of scientific and technological innovation and user-orientation and is committed to becoming a company with international influence. High-end intelligent machine tool equipment and process solutions providers and service providers.

"Volkswagen Seiki" has long been concerned about brand cultivation and has initially formed a complete brand management system and business processes. The company follows the management model of "different brands and types of machine tools for different industry segments" and has established a brand consisting of "VW Precision CNC Machine" as its commander, "TOOKO", "Intelligent Automation Plane" and other product brands. Brand clusters. "Volkswagen Seiki" has promoted the promotion of market segmentation marketing, the integration of production, teaching and research activities, and the in-depth development of national major special achievements as well as R&D and industrialization, and has promoted the continuous improvement of corporate brand awareness and reputation.

Typical experience through the establishment and introduction of brand cultivation management system in the company, "Volkswagen Seiki" NC from the marketing department in charge of brand promotion, into the leadership of the company leadership, full participation in the brand cultivation model. Through the identification of various departments, we analyze the relationship between brand cultivation strategies and guidelines, incorporate the relevant functions of brand cultivation into departmental responsibilities, and promote the promotion of all employees through the use of electronic publications, training, corporate WeChat public, and networks. Media, to communicate to employees the requirements and basic ideas of brand cultivation management system.