Fierce competition, the impact of the epidemic, chip shortage, the past year for the vast majority of brands is a difficult year, after all, the uncertainty of the environment has caused the automotive industry to be affected a lot, there has been an overall downward trend. Among them, the joint venture brand is the most obviously affected, and how to quickly get rid of the bitter sea has become the first problem that many brands urgently need to solve. Of course, not all brands are in a state of decline, the young Dongfeng Nissan Venucia took the lead in making attempts, with a richer product matrix and a marketing method closer to young consumers as a means, actively exploring, so that Dongfeng Nissan Venucia found the vitality of the past and became a model of sales growth.
On the one hand, the overall downward, on the other side is the rapid rise, it is not difficult to see that after the four years of single flight to return to Dongfeng Nissan, this time Venucia is no longer the original fledgling appearance, but tried the various development models that may exist in the car brand, and has a certain accumulation in the field of new energy and intelligent networking. Under the coordinated development of the two brands, Venucia is committed to becoming a new growth pole for Dongfeng Nissan.
System empowerment, two brands hand in hand
Venucia, like a seed planted by Dongfeng Nissan in the domestic market 11 years ago, in the past 11 years, Venucia has been more active in the market with a joint venture and independent role, and has also "flown alone" for three years, and at the end of last year, it returned to the second brand of Dongfeng Nissan.
It should be known that after decades of development, China's auto industry has undergone many changes, from the past joint venture dominance, to the current joint venture, independent equal division, and then to the future era of intelligent travel, the more dynamic Chinese auto industry has more opportunities. Dongfeng Nissan has reintegrated Venucia into the system, more to seek current stability and long-term development.
This return comes at a time when the automotive industry is facing great changes in intelligence and electrification, which is of great significance to both Dongfeng Nissan and Venucia. In the past year of this year, we have seen Dongfeng Nissan's determination to become bigger and stronger, and we have also seen the changes of Venucia.
According to official data, as of December 31, Dongfeng Nissan Venucia retailed 87,816 vehicles in 2021, an increase of 11.6% year-on-year, and the annual sales target was successfully achieved. Among them, in December, Venucia brand terminal retailed 16,776 vehicles, an increase of 47.1% year-on-year; the terminal retail sales of the whole vehicle series once again exceeded 10,000, achieving double growth year-on-year for three consecutive months.
Behind this achievement, it benefits from the support of Dongfeng Nissan's system and is also in line with the precise positioning of venucia brand "sharp knife company".
After Venucia returns to Dongfeng Nissan, there will be no baggage, the large-scale sales volume will be borne by the Japanese product brand models, and the Venucia brand will be the forerunner of Dongfeng Nissan in the direction of intelligence and electrification, and go all out to accelerate the attempt and cater to the market. In the darkness, it seems that the attempts made by Venus in the past few years are preparing for today's changes.
With the power of a brand, focusing on a major direction, backed by Dongfeng Nissan, both Nissan's technical support, but also the advantages of joint ventures in the market, supply chain, production and other aspects of the supplement, from this point of view, after the return of Venucia, with more unique development conditions, the speed of development will inevitably be faster.
We can see that the positioning of Venucia has gradually become clear, it complements Nissan, and is the forerunner and explorer of Dongfeng Nissan's intelligence, electrification and rejuvenation.
As Chen Hao, deputy general manager of Dongfeng Motor Group, said earlier, "Venucia has high flexibility and can be used as a test field to quickly adopt new technologies, new standards and new models with Chinese characteristics to try, and then use successful experience to feed Nissan globally." ”
Under the trend of change, Venucia Big V broke the circle strongly
"Positioning" as a strategy in today's enterprise development has always been quite popular. The core of this famous theory is the "first law", which requires enterprises to become the first in a certain field, so as to form the user mind, lead the business operation, and achieve better development.
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.
Obviously, the Dongfeng Nissan Venucia Big V has mastered this law.
Dongfeng Nissan Venucia Big V was launched at the end of September, and the cumulative orders in only one month of listing have exceeded 10,000, reaching 10,315 units, and the terminal retail sales in December reached 7,008 vehicles. So how does Dongfeng Nissan Venucia Big V achieve in the absence of old models, so in such a short period of time, it can break through 10,000 orders in a single month?
As a brand new model, Venucia Big V can be recognized by many consumers as soon as it comes out, because it has outstanding product strength, and many small brands that are not strong in strength, whether it is Dongfeng Nissan million-level system and quality assurance, or the blessing of the powerful Renault-Nissan-Mitsubishi Alliance technology, it has made Dongfeng Nissan Venucia Big V have a solid foundation in mechanical quality and quality.
In terms of body tuning, comfort and handling seem to be two sides that can be irreconcilable. But Venucia's design team doesn't think so, because design is meant to solve problems, and since the problem is coming, solve it.
Venucia Big V adopts the Nissan high-end car D platform chassis, and the new car is equipped with lateral stabilizer bars on the front McPherson independent front suspension and multi-link independent rear suspension, which effectively suppresses the body roll during cornering and improves the handling stability.
Nissan's professional team provided precise and sensitive steering control tuning, which gave Venucia Big V excellent cornering performance, while pulsed shock absorbers tuned for different road conditions also brought more driving pleasure to young consumers. On the other hand, Venucia Big V is also the only model in the same class that uses aluminum alloy steering knuckles, which effectively reduces the weight of the spring, avoids the inertia of wheel movement to the greatest extent, and improves the comfort of driving control.
Under the endorsement of dongfeng Nissan's joint venture quality, there has been a significant gap between the core hardware of Dongfeng Nissan Venucia V and the same level of models, and even has a bit of a dimensionality reduction blow.
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.
If moving closer to the sporty style that young people like in terms of control attributes is the advantage of Venucia Big V, then a more stylish styling design is the key to Venucia Big V "pinching" young consumers. As the Z generation gradually grows into the mainstream of automobile consumption, Dongfeng Nissan Venucia big V is undoubtedly aiming at the "first car of young people", so we see that the main creative team of the big V is active in a group of post-90s designers, including both vehicle chief engineers, handling performance engineers, as well as exterior designers, interior designers, in-vehicle UI designers, as well as user experience engineers and quality assurance engineers, it is such a group of energetic teams that have created a Dongfeng Nissan Venucia big V that really understands young people.
In addition to handing over product development to the young team to take charge of, Dongfeng Nissan Venucia Big V even handed over the naming power to the young people themselves, and the name "Venucia Big V" stood out in the name contest on the whole network. We all know that "big V" generally refers to opinion leaders who have a large number of fans on the online platform and have a voice in their field, and not everyone can become a "big V".
Not only that, Venucia has also held many owners' salons and "pet powder" activities, which not only let car owners feel the temperature of the brand, but also provide help for the optimization of vehicles.
On the one hand, it integrates the elements that young people like from the beginning of research and development and production, and on the other hand, through active interaction with young consumers, it constantly strengthens its own youthful atmosphere, which makes Venucia Big V gain the love of many young consumers.
From the aspects of business policy, online and offline, advertising public relations, regional marketing, etc., a high degree of consistency and synergy is reflected, which has produced a strong marketing effect amplification effect, and has done a big thing with small money.
It is not difficult to see that the success of Venucia Big V on the one hand proves the combat effectiveness of venucia team, on the other hand, it also points out the direction for venucia's future development, standing on the strong technical support of the Renault-Nissan-Mitsubishi alliance, and walking into the consumers with a younger attitude is the winning magic weapon of venucia brand.
The momentum of electric drive is fierce
The three words electrification are not unfamiliar to Venucia.
As early as 2014, Venucia began to try new energy and launched Venucia MorningWind, and in mid-2019, the D60EV was launched together with the e30. The most core part of the new car is backed by the Renault-Nissan alliance's 72 years of experience in electric vehicle research and development, and there are also 400,000 Nissan Leaf owners and 0 major safety accidents as a guarantee, presumably the accumulation of new energy in the past will also become the support point for Venucia's transformation and development.
Nowadays, in the field of electrification, whether it is Venucia Chenfeng based on Nissan Leaf, or Venucia D60 EV, T60 EV, e30 EV and other new energy vehicles, they are all gathering momentum for venucia brand to electrify, which not only proves venucia's determination and confidence in electrification transformation, but also makes positive contributions to the development of Dongfeng Nissan in the era of electrification.
With three high-quality EV models, Dongfeng Nissan Venucia's cumulative sales of electric vehicle terminals in 2021 increased by 105% year-on-year. The hot sales of three high-quality EV models are poised for the electrification transformation of the Venucia brand.
In the field of new energy, Venucia not only achieves a steady breakthrough at the level of large customers, but also promotes venucia's electrification market layout through the vertical and in-depth strategy of one city, one policy in important new energy private consumption cities in China.
With the continuous expansion of the product lineup, Dongfeng Nissan Venucia will also make efforts in the field of new energy and launch a series of new products. In the next two years, three new energy vehicles will be released to enrich the layout of new energy products.
It is not difficult to see that in the context of electrification and intelligence, Venucia will become the pioneer of Dongfeng Nissan in the new era of competition, and will actively explore more possibilities in the future.
Write at the end:
2021 is a memorable year for the Venucia brand, for the opening of a new copy of Dongfeng Nissan Venucia, under the background of the coordinated development of dual brands, venucia to do is to take quality and service as the cornerstone, take technological innovation as the engine, and go in both directions with users to build cars for young people. After all, venucia has not been a "small and beautiful" car brand from the beginning, and in the future, it will become a "big and strong" car brand.