Brand Strategy

Face with the fierce market competition, Wafangdian Bearing Group Corp. Ltd (ZWZ) is dedicated to establishing the No. 1 bearing brand in China and focus on the market to keep its leading position in bearing industry. The brand of ZWZ has been accredited as China Well-known Trademark, China Top Brand, China Inspection-free Product, National Export Recommended Brand and China Most Competitive Brand.

In 1938, ZWZ put forward the "Full varieties, good quality and famous brand" brand strategy.

From 2000, aimed at the international advanced level, ZWZ started a corporation reforging project of expanding its varieties, upgrading products, expanding export and developing the imported substitution following its "Full varieties, good quality and famous brand" brand strategy. ZWZ took the opportunity of ZWZ bearing listed in the 33 key corporations of technological transformation by the state to perform a high starting-point, all-around technical restructure to railway bearings, auto bearings, precision bearings, low noise motor bearings, mining bearings, slewing bearings, etc. Meanwhile, ZWZ put forward a new brand development strategy: "To cultivate the brand by strengthen, to develop the brand by innovation, to support the brand by honesty, to cherish the brand by staff, to protect the brand by law".

----To cultivate the brand by strengthen: Technical reform made ZWZ a leading corporation in technology transformation with the biggest strength and a quick marketing effect. ZWZ built the product development model of producing a generation, storing a generation, developing a generation and innovating a generation to upgrade its products to the international level. ZWZ was accredited by the test of CNAL, which means it has the qualification of bearing inspection & calibration service according to relevant international standard and improves the credibility of the inspection results.

----To develop the brand by innovation. Aimed at the main development direction, ZWZ actively adjusts its market structure, upgrades the product structure as well as emphasizes on the development of the associated products, imported institutes and exported products. It meets customers' requirements of top grade, personalization and localization with two new products developed per day.

----To support the brand by honesty. Establishing the Credit Management Department, ZWZ keeps the criterion of working for customers all along and makes great efforts to provide customer with value-added services. It established distribution centers in 20 areas, including Shenyang, Jinan, Wuhan, Xi'an, Beijing, and etc. All of them run regularly. "We aim to meet individual customer demand with the lowest price, fastest service to the largest extent", Mr. Wang Lushun, President of ZWZ said, "The establishing of logistics stands for the sale shift from products to service, just like Haier, winning by service." Meanwhile, ZWZ takes part in marketing and promoting activity to elevate its brand image.

----To cherish the brand by staff: "Cherish ZWZ's brand and reputation just like cherish your eyes, take good care of ZWZ's everything" has been a common behavior rules for every ZWZ person. They keep improving to produce higher-quality products and provide excellent service to satisfy customers under the faith of "Top-ranking products come from unending creation".

----To protect the brand by law: ZWZ set up an office to crack down on counterfeit with local industrial commerce and quality technology supervisor bureau. The trademark of ZWZ has been one of the twenty trademarks protected by national industrial commerce administration. which makes its standardized management get legal protection. ZWZ implements the principle of strictly abiding by contracts and keeping credit, evaluates its customers' credit and makes an all-around credit management to provide customers the identification of authenticity and support them fight against fraud and safeguard their interests.

ZWZ has emphasized on developing strategic partners since 2003. It brought forward the management guideline of "providing value-added service for customers and creating market value for ZWZ". The ten value-added services are: all-in-one various types of products; on time delivery service; logistics service (shortest distance, network and logistics distribution); simultaneous product development service; advanced, reliable and stable product quality; all-around credit service based on honesty; reasonable price based on comprehensive cost; all-in-one localized solution; bearing brand service of value-added main products, marketing network service all over China. Simultaneity, ZWZ sped up to boost the "Four Speedup Projects". It makes greater efforts to carry out technological transformation and establishes the most advanced product line for manufacturing railway bearings. They have built a new industrial park and the product lines of extra-large size bearing,precision bearing and slewing bearing have been set up.