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Hongqi crafts new brand identity amid rise of brand economy worldwide

December 03, 2019


Abstract : China's iconic sedan brand Hongqi is vigorously crafting its new brand identity featuring being young, energetic and international to adapt to the rise of brand economy worldwide.

Photo: New Hongqi H7 for the 2019 Boao Forum for Entrepreneurs

BEIJING, Dec. 3 (Xinhua) – China's iconic sedan brand Hongqi is vigorously crafting its new brand identity featuring being young, energetic and international to adapt to the rise of brand economy worldwide.

By far, the brand has grown as one of the leading fashionable Chinese auto brands. Since rollout of its new brand strategy in January 2018, Hongqi has initiated a series of cultural, public welfare, and education-related activities to renew and enrich its brand identity, including releasing stylish garments together with Chinese sports brand Li Ning and forging cooperation with the Palace Museum to develop an IP experience platform.

"China needs to cultivate a batch of globally famous brands of products, enterprises, regions and industrial clusters so as to build sound images of Chinese brands and participate in the competition of international brand economy," said Liu Pingjun, councilor of China Council for Brand Development on the 2019 Boao Forum for Entrepreneurs held during December 1-2.

Currently, about 20 percent of renowned brands boast around 80 percent of the global market share and an era of brand economy has arrived worldwide, according to Liu.

Being one of the joint organizers of the forum, Hongqi rides the tide of building leading fashionable Chinese auto brands nowadays.

Previously in late November, the Chinese premium sedan brand became the chief partner of cooperation for the Third NEXT Summit (Dubai 2019) and the only officially designated vehicle for the summit.

As industry watchers held, Dubai has strict regulatory and supervisory rules over the auto market and remains also a wind arrow in the Gulf region, which marks to some extent the entry of Hongqi into the Middle East market after it enters Dubai.

In the past two years, Hongqi has been adhering to the concept of “what features a China style attracts more world attention” in crafting its new brand identity and brought as an independent brand many modern and widely-favored models to auto expos at home and abroad.

In a bid to satisfy the changing and diversified demands, Hongqi has established a global R&D team with more than 5,000 staff to power its innovation.(Edited by Duan Jing, [email protected])

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Keyword: Hongqi brand identity

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