Produced | Wave Breaking Graphics Group
Wen | Zhang Hailing
Waving his hand away, Xiao Xiao Ban Ma Ming. With less than a day to go, 2021 is over, and looking back at this year, the automotive industry has entered the user era from the product era.
Turning users into friends is already something that many brands are doing, and they have also noticed the importance of marketing in this matter. Especially at this critical juncture at the end of the year, car companies are busy exposing themselves in major New Year's Eve activities.
However, compared with the routine operation of most car companies, preparing a grand delivery ceremony for car owners and creating an experience that exceeds user expectations, Dongfeng Nissan is particularly rare to really play with users.
The car is a hard and rough industrial product, but Dongfeng Nissan always has a way to present its warm and delicate side. I have to say that Dongfeng Nissan is really good at it.
One might ask: How hard is it to play with users? However, if you really look at Dongfeng Nissan from the bottom thinking to specific practice, and consider the huge uncertainty faced by the entire automotive industry in the past two years, you can understand that what Dongfeng Nissan does is to create a user experience that is different from other brands.
Pet fan live broadcast: persistence and innovation under the user's thinking
Robert Lauterpen, the founder of integrated marketing communication theory, once said: Competitors can imitate your products, but they cannot imitate your understanding of users, and only after you understand users can you better meet their needs.
For so many years, whether it is adhering to or innovating, Dongfeng Nissan's requirements for products have always been based on its user thinking and its in-depth insight into consumers, and Xuanyi's success is a textbook case.
However, under the continuous brainwashing of new car-making forces, consumers' car purchase thinking has no longer followed a simple linear thinking, but also pays attention to experience and service.
This time, Dongfeng Nissan firmly grasped this trend change, through the official delivery of e-POWER China's first car, pioneering the live pet powder delivery model, not so much a new car delivery activity, but rather a delivery of Dongfeng Nissan and car owners and netizens.
Nearly an hour and a half of live broadcast, I watched with great interest, which stemmed from the fact that Dongfeng Nissan's new car delivery was very variety, and more importantly, there was temperature and emotion.
It does not have the indoctrination of past products, some are to sit down with users, open their hearts like friends, and then encourage users to express and share the stories and test drive feelings associated with e-POWER. When many people are curious about which e-POWER is more dominant than remixing, plug-in mixing, and pure electricity, and what application scenarios the e-POWER model has, the experience and cognition of these seed users will be the most convincing answer.
What I didn't expect the most was that the whole process of this delivery bomb was used by CCTV Finance as the main communication channel, which was a two-way contact between the brand and the user.
For Dongfeng Nissan, the more decentralized the media environment, the more it needs the ability to return to centralization, which is not simply to gather traffic, but to understand the audience's mind, and then make friends with users in the most effective way.
The potential users of Dongfeng Nissan are the most stalwart people in Chinese society, and their values and preferences are the reasons why Dongfeng Nissan chose CCTV. The whole live broadcast of CCTV Finance and the host of CCTV famous mouth Ren Luyu directly made an authoritative endorsement for e-POWER technology.
For users, Xiti new car is a life event worth recording, and now Dongfeng Nissan has also added two layers of BUFF, the witness of CCTV's national authoritative platform and the key node into the New Year, which is difficult for other brand users to enjoy high-standard treatment.
Doesn't this reflect dongfeng Nissan's innovation in entering the user era and its adherence to user thinking? Dongfeng Nissan has truly gone out of its own way - like friends with users, to achieve two-way running and mutual promotion.
In the end, this live broadcast with CCTV blessing and user as the protagonist will not only become a three-dimensional upgrade of dongfeng nissan product brand, but also successfully distinguish the user experience of Dongfeng Nissan and other brands, so as to form a longer marketing communication long tail.
e-POWER: Take the first step in the layout of China by electric drive
At the beginning of this year, the state for the first time wrote the carbon peak and carbon neutrality targets into the government work report, which set off a new round of carbon reduction in the industry.
According to the "China Automotive Industry Development Report (2020)", the carbon emissions generated by the upstream raw material procurement and manufacturing links of automobile enterprises are about 7%, and the carbon emissions generated by the use of the links are as high as 93%. In order to reduce carbon in the use of links, electric drive is currently recognized as the most important development direction of the industry.
To this end, Nissan has developed detailed carbon neutrality targets and corresponding carbon reduction routes. At this year's Shanghai Auto Show, Nissan Motor also unveiled its electric vehicle models and technologies, and plans to achieve 100% electric drive of new models in its core market by early 2030.
This is Nissan's historical mission as a nearly century-old automobile brand, and it is also the only way to implement its technical genes.
Leaving aside the fact that e-POWER technology combines Nissan's nearly 90 years of fuel technology and super 70 years of electric technology, and has gained more than 500,000 users in Japan in 5 years, it is still one of the most pragmatic solutions in the current stage of the industry's electro-drive transformation.
The reason is actually very simple, compared with the remix model, the e-POWER model has a more pure electric driving experience; compared with the plug-and-mix model, the e-POWER model has lower fuel consumption and a purer driving experience; compared with the pure electric model, the e-POWER model avoids the trouble of finding a charging pile and the anxiety of mileage.
The completion of the delivery of the first batch of e-POWER users not only marks the recognition of e-POWER technology by Chinese users, but also marks the first step and a crucial step for Dongfeng Nissan to take the layout of electric drive in China.
From the logic of Dongfeng Nissan's transformation, it has found a lever based on technical counter-offensive, and then it is focused on the fulcrum of the market. Obviously, the Chinese market is that fulcrum.
After all, the Chinese market, as the world's largest and most explosive new energy market, is not only for Dongfeng Nissan, but also for any company, it is a place where soldiers must compete.
At the Guangzhou Auto Show at the end of the year, Xin Yu, general manager of Dongfeng Nissan Automobile Sales Co., Ltd., said that Dongfeng Nissan will put the most important strategic power technology on the best-selling models in China. It is expected that by 2025, Dongfeng Nissan will complete the launch of 10 electric models, including 7 e-POWER models and 3 Zero Emission Nissan pure electric models.
That is to say, e-POWER technology and Zero Emission technology will serve as two "technical blades" of Dongfeng Nissan in the transformation of electric drive. However, before the full popularization of pure electric power, the former is still the main force, which will combine the advantages of internal combustion engines and motors to the greatest extent to help the industry to transform pragmatically.
Dongfeng Nissan is launching a strong and gradual counterattack.
Perhaps compared with the new car-making forces, the progress of Dongfeng Nissan's electric drive transformation is not fast, but for traditional car companies, this must be the fastest and most stable.
Che Tanjun observation
In his book The Second Curve, Charles Handy, a master of management thought, argues that any growth curve slides past the apex of a parabola, the limit of growth. The secret of sustained growth is to start a new curve before the first curve disappears.
Under the general trend of electro-drive, Dongfeng Nissan's strong technological advantages and innovation genes once again show are its "second growth curve".
For example, e-POWER technology, its biggest feature is different from the traditional hybrid technology, it adopts 100% motor drive, with full-time electric drive, efficient power generation, flash charge flash discharge three major technical characteristics.
For example, innovative marketing model, all brands at present have a consensus of user first, but only a small part can achieve good results, like Dongfeng Nissan to provide users with high-specification treatment, and the brand that truly builds the car into a brand and user bond is even rarer.
In the process of transformation, the above will grow into the new competitiveness of Dongfeng Nissan, and it is also the key to transformation and sustainable survival, because in this e-POWER first batch of car owners delivery ceremony, I can clearly feel the determination of Dongfeng Nissan, which has been adhering to the creed of "what users really need" in running the company.
From a macro perspective, what the times need, Dongfeng Nissan will give, and even lead the trend of the times. e-POWER is a unique example of the times.
From a microscopic point of view, Dongfeng Nissan has not done it, and it has been amazing. The first batch of e-POWE car owners delivered live broadcasts, which is a good interpretation of the novel communication method between Dongfeng Nissan and consumers in the new era.
Dongfeng Nissan is moving towards the era of product + user.