As one of the "Three Musketeers of japan", Dongfeng Nissan Tianlai has always played a pivotal role in the B-class car market, and has been praised by consumers as "Nissan Big Sofa" for its excellent comfort. Today, Tianlai has entered the middle of the life cycle, but the market sales have uncharacteristically achieved continuous jumps, ranking in the B-class car head camp.
Since winning the first place in the joint venture B-class car sales with a result of 15,023 units in August this year, it became the "eye of the list" in September with a performance of 15,970 units, and even won 17,598 units in October, a year-on-year increase of 66.8%. What's more, it wasn't a short-lived explosion of sales. From January to October this year, Tianlai's cumulative terminal sales 127032 vehicles, an increase of 43.7% year-on-year. In the third quarter alone, Tianlai's wholesale sales exceeded 50,000 units, becoming the champion of the mid-to-high-end car market.
From these data, it is not difficult to see the trend of natural growth against the trend, especially under the double impact of the epidemic and chip shortage, this performance is not only eye-catching, but also causes people to think deeply: why can it grab the "sofa" in the B-class car head camp with many strong people?
Product force, the unchanging law behind hot sales
The hot sales of a product may be the result of the combined effect of a variety of factors; but a hot product is absolutely inseparable from its own excellent product strength.
For Tianlai, everything has to start from the reputation of "Nissan Big Sofa". For many years, Tianlai's seats have always been talked about, in fact, for B-class cars, comfort is the pursuit of most models, but it is the only one that can be so highly respected by consumers with the ultimate seat comfort. In particular, the 2021 Tianlai adopts a new generation of Multi-Layer ergonomic seats, using three layers of cushioning materials, and upgraded 3D wing supports, which can provide better support and wrapping than ever before.
In addition, the ANC active noise reduction system and THEC active sound control system can effectively eliminate ambient noise, filter high-frequency noise, and make the NVH level further; coupled with BOSE's customized version of the high-fidelity 9 speaker system tailored for Tianlai, it can be said that the comfort is worthy of the ability of the bottom of the natural pressure box.
The reputation of the "big sofa" is well known, but this does not mean that Tianlai is not good enough in other aspects. For example, in terms of power, as the flagship product of Dongfeng Nissan, each generation of Tianlai will be equipped with Nissan's strongest engine at that time, whether it is the popular VQ series engine or today's VC-TURBO super variable engine.
It should be noted that the VC-TURBO super variable engine equipped with the 2021 Tianlai is not only the winner of the title of "Ward Top Ten Engines" in 2019-2020, but also has a strong enough performance performance, with a maximum power of 179kW and a peak torque of 371N·m. Relying on the world's first mass-produced variable compression ratio technology, it is possible to achieve both high performance and high performance.
In fact, for this level of model, comfort and sportiness are often not compatible. But with this power system, even on the basis of maximum comfort, Tianlai also has a 6.42s 100 km acceleration capability, even if it is compared with many models that focus on sports, it is not at all afraid. More importantly, it can also take into account fuel economy at the same time, and the comprehensive fuel consumption of 100 kilometers is only 6.6L.
In addition, Tianlai also has excellent performance in intelligent security. As the first joint venture mid-to-high-end sedan equipped with L2 intelligent driver assistance system in China, the ProPILOT super intelligent driving system equipped with Tianlai is at the forefront of the same level in terms of functionality and ease of use. The NISSNI-SAFETY intelligent active safety system is equipped with 5 wide-angle cameras and 11 radar detectors, bringing 11 leading active safety configurations such as IFCW over-the-horizon collision warning, MOD moving object/pedestrian warning, and EAPM throttle mispression correction, covering most of the travel scenarios such as highways, urban roads, small streets and alleys, and parking lots.
In fact, product strength is always the unchangeable law behind the hot sales of a product, especially the automobile such a large consumer goods, every consumer is cautious and cautious to compare the choice after the comparison, Tianlai can harvest so many fans, the outstanding product force is naturally beyond doubt.
A cyclical combination of word-of-mouth and marketing
In fact, it is also based on the strong product performance, Tianlai has created an excellent reputation in the domestic market. Whether it is among consumers or in various authoritative reviews, the brand of Tianlai has not fallen since it was erected.
Not long ago, Autohome and Tiantianpai Jointly released the "2021 China Automobile Retention Rate Ranking", of which Tianlai ranked top 3 in the mid-level car retention rate of models below 300,000. The outstanding performance of the retention rate also verifies the huge amount of natural market ownership and the excellent market reputation.
What is more intuitive is that in the auto home popular car brand reputation ranking, Tianlai ranks first in the same level with a comprehensive score of 4.57 points for the owner's word of mouth, and ranks first in terms of space, comfort and other details. Its reputation at the market and owner level can be seen.
Even in the industry, Tianlai has verified its quality with various awards. In January this year, in the "2020 China Automotive Storm Ceremony" organized by the Central Radio and Television Station, Tianlai won the "2020 Best Power Car" award for its excellent performance in the VC-TURBO super variable engine.
In September, in the 2021 World Intelligent Connected Vehicle Conference and the First National Intelligent Driving Test Finals, with proPILOT super intelligent driving, NISSANi-SAFETY intelligent active safety system and other intelligent driving technologies, won the "Excellent Intelligent Driving Technology Application Award"; and then in the 2021CCPC China Mass Production Vehicle Performance Competition Professional Station Competition, with the first place in 7 major subdivisions of the competition (0-100km/h straight line acceleration, rain road brake, bump test, Fixed circle winding pile, figure 8 surround, sound insulation and noise reduction, performance comprehensive competition), won the championship of medium and large car group.
The blessing of this kind of aura has made Tianlai's high-value reputation widely recognized, and the prominent word-of-mouth has allowed consumers to further recognize this model, thus forming a positive virtuous circle. Of course, an important driving force in this cycle is Dongfeng Nissan's innovative marketing.
Marketing has never been easy, especially for such a long-standing and deep-rooted car company giant, innovative marketing methods need more courage and courage. But for the innovative marketing of Tianlai, Dongfeng Nissan is obviously very experienced. Whether it is working with phoenix finance summit to create a high-end ideological interactive platform - Tianlai Sixianghui, or joining hands with the first person in China's light painting to challenge the 2021㎡ giant light painting work "Tianlai" in the form of the world's first human-vehicle co-creation, it is an effective guarantee that Tianlai can go out of the circle, and it is also really effective to make the product close to consumers.
Strong product strength and excellent word-of-mouth blessings make consumers more identified with Tianlai's marketing methods; out of the circle and innovative marketing methods, they have simultaneously promoted the improvement of Tianlai's reputation. This set of cyclical combination punches precisely constitutes the key to improving the image of Tianlai in the hearts of consumers. With the arrival of the "sprint time" at the end of the year, Tianlai is also making simultaneous efforts in marketing and terminals, and for consumers, this also indicates that the best time to mention Tianlai has come.
Written by 丨 Wu Zhuwei
Picture 丨 Dongfeng Nissan