Text | Car market 007
Edit | Small balls
2021 finally hardened a hand, not easy!
2022 has begun, and the new target of 200,000 vehicles is indeed challenging, basically requiring the two product lines of cars and SUVs to sell more than 10,000 per month
The general environment is the same, dare to fight to win.
At the beginning of the new year, Zhu Yanfeng, chairman of Dongfeng Company, opened a new round of condolence punch cards in various sections. As a core member of the autonomous plate of Dongfeng passenger cars, Fengshen has naturally been put into a priority position.
On the first working day of the new year, Zhu Yanfeng gave the wind god a platform again
In the early morning of January 4, the first working day after New Year's Day, morale was high in the marketing building of Dongfeng Passenger Vehicle Company, and the slogan of reaching the sales target of 200,000 was deafening.
Zhu Yanfeng personally came to the scene to express congratulations to the Fengshen people who were fighting in various posts, and in 2021, fengshen finally hardened his spirits and achieved the goal of guaranteeing 100,000 vehicles and rushing 120,000 vehicles set at the beginning of the year;
Second, in order to further cheer up the wind god, encourage everyone to continue to work hard in 2022 to launch a charge against the annual sales of 200,000 vehicles!
Zhu Yanfeng, chairman of Dongfeng Company, congratulated fengshen marketing soldiers
"Thank you all for your hard work in 2021, you did a very good job, did a very good job, and had a result of doing what you said. On behalf of the company's party committee and headquarters, I would like to express my heartfelt thanks to the comrades. ”
Zhu Yanfeng also stressed that Dongfeng Passenger Vehicle Company has not completely got out of the predicament, and only by achieving sales of 200,000 vehicles in 2022 can it straighten its waist in 2023.
In this regard, he also gave some top-level suggestions from multiple dimensions such as research and development, production, marketing, etc., and looked forward to coming here again next year to witness the greater achievements of Fengshen.
Leju Automobile noted that after Zhu Yanfeng put forward the above sales target expectations, Li Jinnan, general manager of the marketing headquarters of Dongfeng Passenger Vehicle Company, called out:
"Do you have confidence", "Yes", "Our slogan is", the marketing building shouted up and down, "Do not believe in the limit, fight 200,000!" 200,000! 200,000! 200,000! ”
Test drive experience The Night Edition of MAX
I remember that during the Spring Festival last year, Zhu Yanfeng and You Zheng had successively comforted the wind god, and the first stop of Zhu Yanfeng's condolence punch card at the beginning of this year was given to the wind god again, and the attention and expectation of Dongfeng Company to the wind god can be seen.
After 13 years of ups and downs, the wind god sailed into a new ascending channel
It should be pointed out that as a brand of Dongfeng's independent passenger car sector, Fengshen, founded in 2009, has reached its 13th year so far.
Horizontal and vertical ratio, Fengshen in a number of independent passenger car brands, on the seniority and starting point, although not standing at the forefront, but also called the "old seniority" of the high starting point.
It should be known that Fengshen is backed by the world's top 500 central enterprises, Dongfeng, before the launch of the Fengshen brand, Dongfeng also has a number of passenger car joint ventures such as French, Japanese and Korean.
In particular, DPCA, founded in 1992, has not exported technology and resources to Dongfeng autonomously in the past few years.
Just similar to the independent passenger car brands launched by some similar state-owned enterprises, in the past ten years, the ups and downs of the wind god have made some achievements, but on the whole, at the same time, the popular Geely, Great Wall, Changan, etc., there is still a big gap compared with the first-line strong independent brands.
On the one hand, this gap is reflected in the intuitive sales scale dimension, fengshen's overall annual sales in recent years have hovered around 100,000 vehicles (even only 70,000 or 80,000 in the first two years), and at the same time, it is also reflected in the momentum and volume of the brand at the market communication end.
Objectively speaking, the problems and setbacks encountered by Fengshen in the past few years are naturally due to many reasons. There are internal worries and external troubles, there are product levels and marketing levels, there are problems in the market environment and there are also human problems.
Of course, in the final analysis, to a large extent, it is still due to the fact that the market environment in those years was very good, and the joint venture brands generally ate and drank enough to worry about not having enough profits for dairy cows, so there was not such a strong sense of urgency in their bones.
This is not the difficulties and challenges encountered by the Dongfeng family, FAW, SAIC, BAIC, JAC and so on have all encountered.
Fortunately, the East Wind is the East Wind after all, and the Wind God who has his back to the East Wind also has the courage and courage to catch up and start all over again.
Combined with the actual combat results in 2021, just like the heroic city of Wuhan "reborn after the epidemic", the wind god has finally entered a new upward channel.
Product + marketing both hands have to be hard, and the wind god still has to work harder
I believe that many colleagues in the industry have similar feelings, the products of the Fengshen brand, from the AX7 family in the SUV field to the Yixuan family in the car field, the product itself is not bad.
Take the AX7PRO and Yixuan MAX that the author test-drove last year as an example.
One is a mainstream 130,000-150,000 yuan price of compact urban SUVs, the product force multi-dimensional compared to Haval H6, Changan CS75PLUS, Geely Boyue PRO, can not say that there is more than enough, but at least the overall is not the slightest down.
Not to mention the A+ class family car Yixuan MAX, compared with the joint venture A-class cars such as Langyi, Xuanyi, and Corolla, the product strength can be said to be all-round transcendence.
But the reality is that for a period of time, these products under the Fengshen have not achieved sales results that match their product strength.
When the similar competitors of the friendly merchants sold 10,000 units and 20,000 or 30,000 units a month, there were only a few thousand units of the Wind God, and even in the past, many times it was only 20,000 or 3,000 units.
With the increase in the volume of Fengshen in marketing communication since last year, the sales of the corresponding product series have also risen to a certain extent. In particular, Fengshen has been increasing the horsepower to spread the track-level family car - Yi Xuan series.
In fact, looking closely at Fengshen's sales report card in 2021, it is not difficult to find that in the overall sales volume of early 120,000, several products of the Yixuan family have contributed more than half of the sales volume, and the sales volume of the AX7 family and the new energy 2B market is not explicit.
This is not actually scientific.
It is reasonable to say that independent brands have always had little say in the field of cars, and it is more difficult to make breakthroughs, especially in the SUV field, especially in the market segments below 150,000, basically independent brands occupy an increased right to speak.
Why are AX7 series models not called?
Leju Automobile believes that the products of other independent friends are too many and too strong is only one aspect, and the core reason is that fengshen has been investing in brand communication and marketing, which is far from enough.
Just imagine, why Changan CS75PLUS can soar, in addition to the product dimension is very amazing and competitive, to a great extent also depends on the marketing empowerment that Changan is very good at.
Zhu Huarong, chairman of Changan Automobile, once said bluntly, saying that "when the product is not strong, it is more important to rely on marketing", although this is said to Changan Ford executives, it is enough to reflect Changan's emphasis on the marketing end from top to bottom.
There is no doubt that the headwind of the Chang'an autonomous plate in the past two years has relied on the product + marketing two-wheel drive, and both hands are hard and powerful enough.
In this regard, if the rise of Chang'an V standard products represented by CS75PLUS is not convincing enough, it is suggested that the wind god can look at the rise of Chang'an's "business transfer" from Auchan against the trend, and how much marketing has played a role in it.
Le Tease Observation:
Needless to say, the scale of sales and brand momentum are closely related, but they are not absolute.
If you think that the size and sales scale of the enterprise are still relatively small, and the corresponding brand communication momentum and small volume are normal, or accustomed to it, it is a big mistake, and in the long run, it can only be a boiled frog in warm water.
After all, China's auto market, especially the traditional fuel vehicle market, has experienced a sharp growth rate in the past three decades, and its growth rate has slowed down significantly or even negatively in recent years.
In the process of shifting from the incremental market to the stock market, many second- and third-tier brands that do not have a strong sense of existence are facing the risk of being marginalized until they are eliminated.
Backed by Dongfeng, and at the same time, the wind god empowered by the multi-faceted output of joint venture brand resources, technology, talents, etc., can be said to have a very high starting point and a foundation that is not bad at all.
Under the new combination of Ding Shaobin + Li Jinnan, fengshenren 2021 showed its due strength and fierceness, and finally fought a small turnaround battle.
2022 has begun, and the new target of 200,000 vehicles is indeed challenging, basically requiring the two product lines of cars and SUVs to sell more than 10,000 per month.
This requires the Fengshen team to do a good job in the introduction of new products (including the new medium-sized SUV Haoji that has been exposed on the Internet) while solidly consolidating the existing products.
Can the Wind God Man show such combat effectiveness and explosive power? We'll see this time next year.