Recently, Interbrand, the world's leading brand consulting company, held the 2017 Best Chinese Brand Value Ranking and “Accelerated Growth” exchange meeting in Shanghai. Dongfeng Motor Corporation successfully entered the "2017 Best Chinese Brand Value Ranking", ranked 37th, the first in the automotive industry, with a brand value of 4.324 billion yuan.
“2017 Best Chinese Brand Value Ranking” is the most authoritative brand value ranking published by brand consulting company Interbrand. The list captures market trends and brand trends in a timely manner and has become the vane of brand development in various industries in China. The important basis for each brand to examine its own value. Interbrand's entire analytical methodology is recognized by the industry as a tool with special strategic management value, and its “Best Global Brand Value Ranking” has been selected by the Financial Times as one of the top three most watched CEOs.
As a leader in the national automobile industry, Dongfeng has been creating a first-class automobile brand as its historical mission and its own development needs while expanding its business scale and improving its manufacturing level. It is committed to the transformation of manufacturing-oriented enterprises into brand-oriented enterprises.
Forty-eight years, Dongfeng has used its strength to create reliable quality and achieve outstanding brands with customer satisfaction. As early as 1997, the "Dongfeng" trademark was first recognized by the State Administration for Industry and Commerce as China's "well-known trademark" in the domestic automobile industry; in 2006, Dongfeng brand was awarded the "most market competitive brand" by the Ministry of Commerce; in 2007, Dongfeng brand It was awarded the “China Famous Brand” by the AQSIQ as the highest honor in the quality of Chinese enterprises. In the brand value ranking published by British brand consultancy Brand Finance, “Dongfeng” has been rated as the most valuable automobile brand in China for many times.
In 2016, Dongfeng Motor sold 2.277 million vehicles and achieved operating income of 571.76 billion yuan. It ranks 81st in Fortune Global 500, 16th in China's top 500, 3rd in China's machinery industry, and 2nd in China's auto industry.
Dongfeng Motor Corporation has always attached great importance to brand building work, and carried out the strategic planning of Dongfeng brand internationalization with creative top-level design, including intelligently integrating and designing the Dongfeng passenger vehicle brand, and innovatively utilizing international resources to develop the Dongfeng commercial vehicle brand. Considering the integration of domestic resources from an international perspective, we have found a seaport for Dongfeng products.
A key foundation for brand internationalization is technology. Dongfeng Company always adheres to technological innovation and enhances its core competitiveness. During the “Twelfth Five-Year Plan” period, the proportion of Dongfeng’s scientific and technological activities in sales revenue increased from 5.9% in 2011 to 7.4% in 2015. In the past ten years, Dongfeng’s R&D investment alone totaled 95.7 billion yuan. In terms of research and development results, during the “Twelfth Five-Year Plan” period, Dongfeng’s number of awards in the past year ranked first in the automotive industry.
In 2016, Dongfeng's overseas business transformation achieved breakthroughs, and Dongfeng's independent passenger vehicle exports realized the KD model. Passenger cars exported 21,100 vehicles overseas, a year-on-year increase. In the next five years, Dongfeng will launch more than 40 products in more than 70 countries and regions overseas. The number of overseas dealers will increase to 912, and the number of overseas after-sales service outlets will reach 971. By 2020, Dongfeng's overseas sales target will be exported. It will reach 150,000 vehicles.
In order to better spread the brand and maintain active and effective communication and interaction with consumers, Dongfeng Company exclusively named the first large-scale popular science program in China in 2016, “Refueling! To the Future”, demonstrating the responsibility of Dongfeng’s technological innovation and scientific popularization. And the role of the show, showing the technological charm of Dongfeng brand and products. This year, Dongfeng Company and CCTV will once again join hands to launch the second season of “Refueling! To the Future”, together with CCTV to advocate the main theme of innovation, and promote the formation of a good atmosphere of science, science, science and science.
In addition, Dongfeng Company also named the “Dongfeng” regatta twice, formed the “Dongfeng Team”, participated in the 2014-2015 season, the 2017-2018 Volvo Ocean Race, and strengthened the Dongfeng brand with the influence of the Volvo Ocean Race. Overseas communication promotes the business development of Dongfeng in overseas target markets.

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