On June 21, 2017, the “Shandong Tree High-end Brand Creates a Century Enterprise†theme, the 2017 Shandong First Century Brand Forum and the China Industrial Brand Tour Shandong Station were held in Shandong Building.
2017 Shandong Brand Forum and China's first hundred years of industrial activity stations Shandong brand tour
Deputy General Manager of Weichai Group Chen Dazhao spoke at the forum
At the forum, Chen Dazhao , deputy general manager of Weichai Group, introduced Weichai's brand development. He explained that Weifang’s brand road started in the 1970s. Over the years, Weichai has attached great importance to brand building work. Through two-wheel drive and innovative development, the company has built a Weichai engine as its leader, Shaanxi Auto Heavy Truck, Fast Transmission, Hande Axle, Ferretti Yachts, and KION. Forklifts, Linde Hydraulics, Dematic, PSI and other brands gathered in the brand family structure, brand clustering and brand awareness significantly improved, Weichai brand is fully into the world. In 2014, Weichai was awarded the title of “Brand fostering demonstration enterprise†by the Ministry of Industry and Information Technology; in 2015, Weichai Rong was ranked first in the China Machinery Manufacturing category in the “China Brand Value Evaluation Information Conferenceâ€. According to the latest brand value assessment, the value of Weichai brand reached 22.5 billion yuan.
The Weichai, which was born in 1946 during the Liberation War, has gone through more than 70 years of stormy history. This way, Weichai flourished into a multi-billion-dollar international enterprise. Behind the geometric growth in the scale of output value, is Weichai's intelligent management from a single domestic brand to a diversified international high-end brand.
Forward-looking layout: "The hands of capital" creates an international high-end brand matrix
In 2004, Weichai Power Hong Kong was listed
Weichai is one of the earliest companies to develop diesel engines in China and has repeatedly made brilliant achievements in the planned economy. In the 90s of last century, the business was in trouble and on the verge of bankruptcy. In 1998, under the leadership of Tan Xuguang, Weichai boldly reformed and innovated, implemented the "three-three system" reform, quickly emerged from the trough, and took a back-breaking trend. In 2004, Weichai Power Hong Kong was successfully launched. At this time, the engine-based “Weichai Power†brand is already well-known in the country and it is the industry leader.
In 2007, Weichai Power returned to A shares listed on the Shenzhen Stock Exchange
However, weichai does not stop there. When the peers are still entering the Hong Kong capital market, the road to capital expansion has quietly spread. In 2005, Weichai won a total of RMB 1.02838 billion in cash, won the torch of the Dezhou subsidiary, and controlled the core businesses of Shaanxi Heavy Duty Truck, Fast, Hande Axle, etc., from a single engine manufacturer to become a complete vehicle, The automotive industry group includes engines, transmissions, axles, and auto parts. Its brands such as Weichai Power, Shaanxi Auto Heavy Duty Truck, Fast Transmission, Hande Axle, etc. are all leading and leading positions in the domestic market. At this point, a gold industry chain that is unique in the field of commercial vehicles and cannot be matched by peers is firmly in control of Weichai.
In 2012, Weichai Power and German KION signed a strategic cooperation agreement
Weichai Capital operates a long-sleeved dance, but his stage is not limited to China. In 2009, due to the needs of industrial restructuring and the implementation of an internationalization strategy, Weichai's overseas mergers and acquisitions started with the acquisition of Bauduen, a French century-old engine brand. Soon afterwards, they made great moves in the European market and created the "Weichai model" on the capital market. In January 2012, they reorganized Ferretti, the world's largest luxury yacht manufacturer. In September of the same year, they were among the best in the world. One of the industrial forklift manufacturers and the global leader in hydraulic technology, the German KION Group, signed a strategic cooperation. After the trilogy of mergers and acquisitions was completed, the internationalization blueprint of Weichai became clearer and clearer. 
Weichai wholly acquires the entire share capital of Dematic company, the world's top logistics transportation supplier
In June 2016, Weichai purchased 100% of the world's top logistics transportation provider, Dematic, and became a global leader in intelligent internal logistics solutions. In April 2017, Weichai invested in PSI, the US alternative fuel system manufacturer, and officially entered the North American market. At this point, the international map of Weichai was officially formed. 
Smart Integration: Industrial Collaboration + Cultural Inclusion, Brand Matrix Expressing Powerful Momentum 
In 2016, Weichai Group achieved a total annual revenue of 134.1 billion yuan, ranking second among the top 100 in China's machinery industry. From January to May this year, Weichai International achieved business revenue of 86 billion yuan, an increase of 80% year-on-year. Behind the dazzling results is the strong momentum of the Weichai brand matrix.
Cross-border mergers and acquisitions are difficult to integrate. In 2016, the subsidiaries of overseas acquisitions in Weichai achieved profitability, and achieved a 1+1>2 industry synergy with domestic brands, with significant brand clustering effects. How does Weichai do it?
Chairman of Weichai Tan Xuguang broke the word: "Chinese companies respond to the 'One Belt and One Road' strategy and go out of the country. It is neither simple to acquire a factory or buy a technology, nor is it a malicious acquisition, but a corporate culture to eliminate another. Corporate culture, but through industrial synergy, complementary advantages, and common prosperity.To achieve industrial collaboration, we must first achieve the integration of people, cultural integration. 
Weichai “WE ARE ONE†cross-cultural team building activity was welcomed
The fusion of culture is above all respect and inclusion. In line with business integration, various theme cultural activities such as “WE ARE ONE†are being promoted. 
"WE ARE ONE" Sino-German Friendship Cup
By vigorously promoting cultural exchanges with overseas subsidiaries, Weichai’s core philosophy of “responsibility, communication, and tolerance†has gradually been recognized by overseas companies, and advanced cultural factors of overseas companies have also been incorporated into Weichai's cultural system. A “New Weichai Culture†is being formed and we have begun to import a continuous stream of spiritual power for the global brand matrix created by Weichai. 
After Weichai has completed its international deployment, it is no longer a simple enterprise associated with commercial vehicles, but a platform-based company with rich global resources and diversified businesses. On this platform, the synergy between its brands has been fully released. Such as Weichai intelligent logistics industry chain, KION's storage equipment, KION + Dematic's internal logistics solutions, Weichai Power + Fast Transmission + Hande Axle + Shaanxi Automotive Heavy Truck's external logistics gold In the industrial chain, the combination of these sub-brands and the brand clustering effect will enable Weichai to become a global leader in this field and promote the transformation and upgrading of the Group's business structure.
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