** Tucmedia (ID: TUCMEDIA).
Author |Yang Hongyuan.
Edit |Little l
On the first day of 2024, Debang officially announced one thing: Deppon Express's IP "Flying Elephant" was officially released.
Regarding the "flying elephant" image released this time, many old employees of Debang may still have an impression. It was inherited from Debang's mascot "Dumbo" in 2000.
There is an important IP image in the history of Debang's development, and at such a point in time, it can be seen that Debang's brand event is not simple.
At the same time as the IP image was updated, the slogan: "More than 3 kg, large pieces of Fa Debang". This sentence points more directly to Debang's main products, clearly expressing that more than 3 kilograms are large items, which can be sent to Debang, and Debang has no upper limit on the service of large packages.
Let's start with a look at this event from the brand's perspective.
The "Flying Elephant" itself is a symbol, and this image was born in August 2000.
The reason why Debang chose to use "flying elephant" to describe itself originated from the fact that users compared Debang to "elephants", and believed that "elephants" were very consistent with Debang's brand impression of "heavy-duty, down-to-earth and trustworthy".
There is a word in the brand: "Super Symbol". The super symbol is a symbol that everyone can understand, and it is a symbol that everyone can follow its guidance. For example, the "Internet celebrity" in the new tea drinking industry, the "Snow King" of Mixue Bingcheng, is a very typical and successful super symbol.
Super symbols are the process of privatizing natural and cultural symbols, and the design makes use of "brand weaving". Therefore, Deppon Express takes the "strong load, fast speed" flying elephant as the prototype, combined with Deppon large express cartons, to create a flying elephant carrying the express box.
The cute expression of the flying elephant shows the spirit of "cordial service" of Deppon couriers;The three different kilogram express boxes carried by the flying elephant reflect that from 3 kg to 60 kg to 500 kg are the areas that Deppon Express is good at.
There is also a concept in the brand: "super discourse", a sentence that moves consumers to buy. Compared with the original "large express delivery to Debang", the new brand slogan is more specific, clearer and more directive. Although short, it conveys three meanings:
First, "exceed", prompting attention, making people alert, more forced, and more powerful signals.
Second, "3 kg", with accurate numbers, let users know clearly and clearly, what kind of package can be defined as "bulky express".
Third, "large-scale Fa Debang" is an action command and the focus of "super discourse".
Generally speaking, important brand actions will be a series of continuous events, so we can speculate that the next "Deppon Flying Elephant" will successively do a series of marketing in Deppon vehicle image, store signboards, packaging and cultural and creative products.
The brand itself is a promise, and it is a promise that once broken, it will seriously affect the brand image.
In July 2018, Debang shouted the brand slogan of "Large-scale express delivery to Debang" at the Water Cube in Beijing, focusing on large-scale express delivery from 3 to 60 kg.
Since then, Debang has continued to invest in building a large-scale express delivery operation system every year. On the one hand, the infrastructure is constantly upgraded, for example, the terminal distribution link is equipped with express four-wheeled vehicles, upstairs machines, etc.;In the sorting process, the first set of multi-layer three-dimensional sorting system integrating large and small parts in the industry is pioneered to solve the sorting problems of large express delivery and improve the sorting efficiency.
On the other hand, in terms of internal management, a special large-scale promotion system has been specially formulated for the differentiation of large-scale couriers, and the mechanism is used to promote large-scale couriers to better combine services and income.
Based on long-term investment in personnel, vehicles, sites, large equipment, etc., Deppon has established a competitive advantage in goods of more than 3 kilograms, opened up a relatively independent subdivision track, and promoted the industry to form a basic consensus: 3 kilograms is the starting point of large-scale express delivery.
When announcing the official release of Deppon Express's IP "Flying Elephant", Deppon Express's official WeChat*** also posted such a paragraph: "More than 3 kilograms, as big as infinity, are all jobs that Benxiang is good at." So friends, as long as you have more than 3 kg of courier in the future, come to me!I'm good value for money!There is a large parcel within 60 kg, and you are looking for me too!I'll send you upstairs for free!There are 500 kg of logistics, then you have to look for me!I'm fast and on time!”
Debang dares to shout such a slogan, relying on the improvement of operational capabilities. In July last year, Deppon carried out a comprehensive upgrade of LTL products, with a single weight of LTL goods up to 2 tons, and a single side of goods up to 6 metersIn addition, the LTL overdelivery fee will be cancelled, and a single ticket of more than 150 kg will be wrapped and palletized for free.
At that time, the Yunlian Think Tank learned that Debang was trying to carry out "intermodal transportation" business with regional networks and special line enterprises, and its essence was to broaden product coverage through flexible use of resources.
At present, we can see that Debang is more sure and more handy about the "intermodal transport" business. In the past year, through the integration of internal and external resources, Deppon has established the service capacity of more than 3kg in the whole kilogram segment, and has full market competitiveness.
Seeing the "Debang Flying Elephant", I believe that many people have a common idea: Debang is still that Debang.
Therefore, "Debang Flying Elephant", a classic IP that appeared in the early stage of Debang's development, represents not only the development history of Debang, but also the core value of Debang's customer-centric.
In August 2000, Guangzhou Debang Logistics Service was formally established, and the company began to use a new logo, double "D" + "Debang Logistics", mainly in dark blue tones. At the same time, in order to give people affinity, the mascot "Dumbo" was also created.
The return of Debang Feixiang is an upgrade and reaffirmation of Debang's own brand image, and it conveys to the outside world that Debang is still a steady, powerful and reliable logistics service provider.
Focusing on customer needs is indeed the foundation of Debang. Looking back on the development of Debang, from air transportation and large tickets, charter cabins, to truck flights, to standardized services, every upgrade of Debang is because it solves problems for customers and brings benefits.
The reason why the concept of "bulky express" is also proposed is because it is necessary to provide services around customer needs. As early as 2011, Deppon felt that the needs of its top customers had gradually changed. Affected by the development of e-commerce and the upgrading of cost pressure control within enterprises, the packages shipped by customers are getting smaller and smaller, and the frequency of delivery is increasing, and the LTL market is showing a trend of fragmentation.
Let's take a very typical example. In the central cities of a certain region, such as Zhengzhou in Henan Province and Shenyang in the three eastern provinces, there will be many wholesale markets. In the past, many township merchants would carry their bags to the wholesale market to purchase, and the purchased goods would either be driven back by the merchants themselves, or handed over to LTL enterprises to transport back.
And now, this form of wholesale has changed, large wholesalers have established their own WeChat customer base, once there is a new style, they will contact the merchant, and the goods will be sent directly through the large express delivery.
Customer-centric is not only a slogan, but also needs to correctly handle several relationships in actual operation management: one is to correctly handle the relationship between customers and superiors, the second is to correctly handle the relationship between customers and standard processes, the third is to correctly handle the relationship between customers and costs, and the fourth is to correctly handle the relationship between external customers and internal customers.
To put it more bluntly, in order to achieve services around customer needs, the company's systems, processes, product definitions, resources, etc., are all changing.
Debang's "customer-centric" is to achieve the unity of cost and service by strengthening internal management, rationally allocating resources, or adopting other innovative means under the premise of customer satisfaction. Its "intermodal transport" business is a concentrated embodiment.
The changes in Debang in the past two years are seen by many people, and they have become more "hardworking" and "impulsive". These changes are also fully reflected in its performance.
Debang is still that Debang, Debang is still that pure company, attaches importance to the value brought by customer service, and believes that the chassis operation ability is still the pinnacle of the sea. We look forward to a more impressive performance in 2024.