At present, the automobile industry is experiencing unprecedented changes in a century, a new round of global scientific and technological revolution and vigorous industrial change, the accelerated integration and development of automobiles and energy, transportation, AND ICT, and the continuous driving market potential of consumption upgrading are giving Chinese brands the opportunity for second growth.
As an independent brand that has been deeply cultivating the market for many years, Dongfeng is actively innovating and exploring and seeking answers under the background of market trends and great changes in user behavior, showing a younger, more dynamic and more fashionable brand image to the outside world.
According to the plan, Dongfeng Fengxing will focus on the strategy of "consolidating MPV and expanding SUVs" and the brand vision of "professional travel service leader", continuously strengthen technology as the core, continue to optimize quality and service, plan to accelerate product upgrading and iteration in the next 5 years, launch more than 15 new products, enter the second camp of independent brands, and shift from "traditional automotive hardware manufacturers" to "professional travel service leaders close to users".
A young heart
With the rise of the new generation of consumption power, in the face of diversified needs, how can a good brand be recognized by consumers?
The answer given by Dongfeng Fengxing: with a young heart, seize The Z generation.
The oversized grille, sharp lines, and this body full of scientific and technological sense is another masterpiece of Dongfeng Fengxing - Fengxing Yacht, which condenses Dongfeng Fengxing's new thinking on the concept and design aesthetics of car manufacturing, and creates subversive appearance, subversive comfort, subversive driving and intelligent experience.
It can be clearly seen that from the "tide brand" T5 EVO to the "quality home life" yacht, the Dongfeng wind after the brand calls the new, fully relying on the new concept of "front dynamics", integrating fashion, good looking and fun, providing a new solution for the Z generation to design aesthetics, sending a clear signal to young people: Dongfeng Fengxing, is thinking about what you think.
In the era of justice and information explosion, Dongfeng Fengxing brings users a sense of spiritual pleasure with a new brand experience and core, and consolidates the emotional connection between users and brands.
The most direct manifestation of this change is the sales data. According to statistics, from January to November this year, even if affected by multiple unfavorable factors such as chip shortages, unstable supply chains, and rising raw material prices, the cumulative sales of Dongfeng Fengxing still reached 113,300 vehicles, an increase of 39.4% year-on-year, laying a good start for the "14th Five-Year Plan" and boosting the high-quality development of the "Dongfeng Group 5317" plan.
"User era" brand supremacy
After the justice of appearance works, how can we retain users? How can we unlock the equation of the "user age"?
The key is to talk to Gen Z in a young way.
"The car is no longer a single vehicle, but a partner in life." Zeng Qinglin, general manager of Dongfeng Liuzhou Automobile Co., Ltd. Passenger Car Sales Company, once said that in the era of user brands, dongfeng Fengxing's mission is to "use heart to let users enjoy travel".
Just when the "yacht" was launched, in order to create momentum, Dongfeng Fengxing carried out a series of marketing events, and Zeng Qinglin personally appeared on camera and starred in the car circle version of the "Infernal Affairs" suspense blockbuster. The suspenseful event of "building yachts in popularity" has spread in a novel form and has quickly become the topic of traffic in the automotive circle.
Behind this dare to play and play, it reflects the spirit of Dongfeng Fengxing dare to fight and fight, whether it is the "appearance" of the boss of the car company, or the bold innovation of product naming, it shows that Dongfeng Fengxing is changing its own brand creation method, dialogue with generation Z in a way that users like, and truly interpret how to achieve the "user era" and promote the brand to continue to rise.
User-oriented, this is the requirement that Dongfeng Fengxing puts forward to itself, and it is also the wisest choice in the industry change. From the circle powder strength of the T5 EVO to the submarine's out-of-the-loop gameplay, Dongfeng Fengxing has confirmed the powerful power of brand renewal.
A more energetic and innovative Dongfeng fengxing is coming to consumers step by step.
Pattern opens! Open again!
Fully promote the brand upwards, dialogue with young people, behind the Dongfeng Fengxing's new understanding of the future, with a higher pattern to participate in the future competition.
According to the plan, from 2021 to 2025, Dongfeng Fengxing has built a "super cubic EMA architecture" platform around the strategy of "consolidating MPV and expanding SUVs" and the brand vision of "professional travel service leader", and the products will be laid out and developed according to MPV, SUVs and new energy, and more than 15 new products will be launched, accelerating the upgrading and iteration of products at an average annual pace of 2-3 models.
In the field of MPV, Dongfeng Fengxing will refine the layout of household and business MPV products, and plans to launch 9 new products by 2025. In the field of SUVs, Dongfeng Fengxing will deeply cultivate the compact SUV lineup and plan to launch five new products by 2025. In the field of new energy, Dongfeng Fengxing will increase the electrification rate from 25% to 100% within three years, and plans to launch 3-4 new pure electric products by 2025.
With the gradual improvement of the product spectrum, by 2025, Dongfeng Fengxing plans to achieve 320,000 annual sales, and for Dongfeng Fengxing, the high quality behind this data is more critical. This year, Dongfeng Fengxing officially released the "Wind Plan", from "traditional automotive hardware manufacturers" to "professional travel service leaders close to users", for this purpose, it will upgrade in the three major areas of technology, quality and service.
In the face of the upgrading of automobile consumption and the earth-shaking changes in travel modes, it is foreseeable that Dongfeng, which is well versed in the core of product competition, will be driven by a more youthful and high-end product, firmly grasp the Z generation representing the future, fully dialogue with young people, and create a brand with charm.
Written by 丨 Wei Hongquan
【Author】
【Source】 Southern Press Media Group South + client