For a long time before, the user's perception of the car has been stuck at the product level, so most brands have been doing pure products before. However, with the enhancement of user perception and the increase in user demand for vehicles, users have become an important driving force for brand upward and sales growth.
Based on this background, many brands have begun to transform from pure products to product + user ends starting from new products, but there are not many brands that have done well at present, but there are also those who break the trend, such as Venucia brand and Dongfeng Nissan Venucia Big V, which is a new change of explosive models.
Why take the Dongfeng Nissan Venucia Big V? Two words, heat.
Dongfeng Nissan Venucia V has been launched since the end of September, and the cumulative orders have exceeded 10,000 (reaching 10,315 units) in only one month of listing, and the single-month orders in November have also exceeded 10,000 (reaching 10,970 units). The so-called heat, not only refers to the single month order volume exceeded 10,000, but more importantly, how Dongfeng Nissan Venucia Big V is in the absence of old model background, and why it can break through 10,000 orders in a single month in such a short period of time, which is also the focus of today's discussion with you.
Users and products in both directions
Do pure product end and product + user side of the marketing ideas are completely different, pure product side may only need to do a good job of the product is enough, but the product + client not only needs a strong product, but also needs to accurately control the user perception, simply put, the product understands the user's needs, the user has a perceived response, that is, the so-called user and the product two-way rush.
The product + user side is currently what many brands are doing, but how to do it well is very knowledgeable. The reason why Dongfeng Nissan Venucia Big V can be used as a new car and achieve sales of more than 10,000 in the short term is enough to show that it has been very successful in this regard, so how does Dongfeng Nissan Venucia Big V do it?
Let's take the simplest example, design. Nowadays, most new cars are breaking stereotypes and breaking through product design barriers, but exploratory design is not simply "walking with the heart" to cross the river, but must have a very in-depth understanding of user needs and market trends.
Under such a background, Dongfeng Nissan Venucia Big V chooses to go up against the current, not simply to guess the user's ideas, nor to simply do market research, but to directly turn the design team into a "user", set up a young design team to create a design that young people like, and there is no more way to impress the hearts of consumers than this form.
If you look at the netizens' evaluation of the appearance of Dongfeng Nissan Venucia big V from the network platform, most of them are very positive attitudes, and the order volume also shows from the side that users are very satisfied with its design. Dongfeng Nissan Venucia Big V presents a sporty and youthful appearance, while bringing enough detail, design and refinement.
For example, the integration of the "V" element in the design, including the entire front face and rear tail high brake lights, this design detail brings small surprises that young people like very much. In addition, the wider body of the Dongfeng Nissan Venucia big V, as well as the golden ratio between the height and wheelbase, comes with a low lying model, which is also liked by users.
With a comprehensive understanding and satisfaction of user needs, how to let users perceive the product sincerity of Dongfeng Nissan Venucia Big V? The answer is the establishment of the Dongfeng Nissan Venucia Grand V Alliance. Soon after the establishment of the Big V Alliance, it organized the first car owner activity to let users walk into the product and understand the product, which greatly increased the stickiness of users and brought very positive significance to the product and the user's two-way rush.
Who says youth is just exercise?
In most user concepts, youth seems to be bound to be linked to sports, but in fact, the pursuit and demand of young users has never been a single sport or youth, but a more balanced comprehensive product experience, there is no doubt that Dongfeng Nissan Venucia Big V is very in place in this regard.
For example, Dongfeng Nissan Venucia Big V in the ultimate comfort and sport control of the two young users attach great importance to the level, not only two-way satisfaction, but also the integration ratio between each other is very accurate, so that the two originally contradictory experiences appear on the same model, which is enough to show the strength of Dongfeng Nissan Venucia Big V in the technical level.
Creating the ultimate comfortable riding experience is the characteristic of Dongfeng Nissan in terms of seat comfort, as the second largest brand product of Dongfeng Nissan, Dongfeng Nissan Venucia V still continues this obvious advantage.
In addition to the ultimate comfort of the seats, dongfeng Nissan Venucia V also performed well in terms of overall chassis comfort. It is worth noting here that the Dongfeng Nissan Venucia Big V is the only model in its class to adopt joint venture chassis technology, which uses McPherson independent front suspension with lateral stabilizer bar suspension and multi-link independent rear suspension with lateral stabilizer bar.
In terms of actual experience, the chassis characteristics of Dongfeng Nissan Venucia Big V take into account the dual advantages of the German chassis and the Japanese chassis, that is, the solidity of the Ashkenazi chassis, and the high quality and high comfort of the Japanese chassis. Especially in terms of durability performance, asthenic chassis generally declines significantly over time, but Japanese chassis tend to be more reliable.
In addition to the dual advantages of the German and Japanese chassis, dongfeng Nissan Venucia V is also comprehensively superior to the same class model in terms of chassis control limit. Full-frame subframe + sporty chassis tuning allows Dongfeng Nissan Venucia Big V to take into account comfort while also bringing more sporty and interesting chassis performance.
In many previous tests, Dongfeng Nissan Venucia Big V has shown its good chassis control performance, such as Dongfeng Nissan Venucia Big V in the obstacle avoidance test the average pass speed of 58.6km/h, which is better than most SUV of the same level (such as the average pass speed of Volkswagen Tuyue under the same testing mechanism is only 56.2km/h), and even close to the performance of many compact cars.
If you evaluate the chassis of Dongfeng Nissan Venucia Big V by the standards of young people, there is no doubt that it is very qualified, not only retaining the brand's consistent comfort performance, but also in the three years of the young team to build, bringing young people more like to control the sport. Perfectly in line with the needs of users, I think this is also another important factor for Dongfeng Nissan Venucia Big V to sell more than 10,000, so that "fish and bear paws" can really be both.
Quality is always the foundation
The long-term development of a brand or a good product must be inseparable from the high requirements for quality. In fact, from the development process of the entire Dongfeng Nissan Venucia brand, it can be seen that in the past 11 years, Dongfeng Nissan Venucia has accumulated millions of user recognition, of which a large part of the credit comes from its strict requirements for quality.
For example, intelligence, which has become very popular today, has almost become the "qualified" standard for users to identify a car, but the intelligence of "not being used in the middle" is also common today. I always think that good intelligence is not simply how many configurations or what features you have, but must meet user expectations and user perception.
Of course, Dongfeng Nissan Venucia big V first of all in the degree of intelligence richness is already very advantageous, Venucia V-Pilot intelligent driver assistance system blessing, so that it becomes the same price under the advantage is obvious, almost covering the current mainstream driving assistance functions, equipped with as many as 13 functions.
In addition to the richness of functions, the actual experience of Dongfeng Nissan Venucia Big V is more worthy of recognition. For example, the simplest fixed speed cruise, now most new cars have this function, but most of the functions are relatively single and the sense of experience is uneven, Dongfeng Nissan Venucia big V not only has a full speed domain adaptive cruise function, but also the lane center and other experience sense is better, so that the quality is the same.
In fact, from the beginning of the establishment of the Dongfeng Nissan Venucia brand, Dongfeng Nissan Venucia's high requirements for product quality have been recognized by the industry. The high quality of Dongfeng Nissan Venucia Big V, on the one hand, comes from the blessing of VSA's creation architecture, which makes it have the international vision, technical advantages and strict standards of the Renault-Nissan-Mitsubishi Alliance.
Moreover, Dongfeng Nissan Venucia Big V can also share Nissan's global supplier system, which has determined its high quality from the source. Including the collinear production with Dongfeng Nissan, dongfeng Nissan Venucia Big V also has the same high standards as daily in quality management and car manufacturing technology.
It is the high and reliable quality that gives Dongfeng Nissan Venucia Big V an innate advantage in product design, product comfort and product reliability. And the price of 99,800 yuan to 128,800 yuan also makes its quality-price advantage more obvious.
From the high quality standards of products to the advantages of high price and quality ratio, to the big V alliance established for users, these all show that the hot sales of Dongfeng Nissan Venucia Big V are not an accident, but the inevitable improvement from products to user services. As a new growth pole in the post-joint venture era, Dongfeng Nissan Venucia Big V also indicates that Dongfeng Nissan Venucia Big V and Venucia brands will definitely get better and better.