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In May Ankai Bus held its “Ankai Big Family” service launching press conference at Beijing Bus Exhibition. Zhaopu, the company"s brand supervisor, says it has been proved again and again that customers are the basis for an enterprise. Therefore, our service no longer simply means fixing the vehicle or solving mechanical problems. Instead, it means customers" brand new experiences of being respected and heard in the whole process of using our products. That is the reason why we try to set up a brand image for our services. Ankai Big Family embodies the above-mentioned experiences and will be the direction for our future efforts in terms of services. The news is taken as the sign of the beginning for the shift from the product competition to the service competition in the bus industry.
The service brand strategy of Ankai suggests that its service will be treated as its products. The most obvious difference is the shift of concept. The product competition prioritizes lowering the cost, improving quality, and stabilizing manufacturing, while the service competition values the customers" demands and market"s demands, cares about whether the products could solve the customers’ problems, and whether the quality as well as the function could satisfy the users’ requirements. Chenmin, the vice director of the technical department from Ankai, has felt strongly concerning this transition. In the traditional structural and functional design of an organization, the technical department will be responsible for the service, which belongs to the aftersales services in the whole enterprise value chain. After the transition, the service is treated as an integrated system and it will be integrated into every part of the value chain and all the departments. It signifies that every step including design, manufacture, production, sales, and aftersales services will all center on the service.
The service transition will be a gradual process. After the Big Family product services, Ankai will elevate the product-based added value for its customers. This year, it has successively launched military vehicle targeted services, school bus safety checking services, winter professional services as well as summer professional services.
The service branding of Ankai obviously demonstrates the gradual transition of the enterprise’s marketing concept, which is no doubt an awakening call for all Chinese bus brands.