Read the digital code in the sales list How Dongfeng Nissan fired the first shot of change

During the 2021 Tianjin Auto Show, e-POWER's first model in China was unveiled, which attracted attention from inside and outside the industry. With the accelerated implementation of Dongfeng Nissan's electric drive strategy with e-POWER and Zero Emission Nissan pure electric as the pillars, Dongfeng Nissan is accelerating the landing rhythm of electric drive technology. According to the plan, 10 electric vehicles will be launched by 2025.

As Philip Kotler, the "father of modern marketing", said, the consumer market is showing more and more new characteristics due to external factors such as the new crown pneumonia epidemic, climate change, and rapid technological change.

For example, with the blessing of many technological advances, the pace of reshaping the relationship between automobile companies, brands and users has been accelerating and is still continuing. In fact, although the sales list of China's auto market in 2021 has not yet been announced, the transformation direction of this long industrial chain has been clear.

Recently, Dongfeng Nissan released the 2021 report card showing that in the face of multiple tests, Dongfeng Nissan's whole value chain system has coordinated to create new achievements with dual brands. Statistics show that in December 2021, Dongfeng Nissan harvested terminal sales of 114093 vehicles, and the terminal sales of 1134889 vehicles in 2021. Among them, the annual cumulative terminal sales of Japanese product brands 1047073 vehicles, and the annual sales exceeded 1 million vehicles for the seventh consecutive time.

"In addition to the aura of 'Technology Nissan', Dongfeng Nissan is winning the trust of more than 14 million car owners and more consumers with a more diversified image." Some analysts believe that in the wave of technologies such as big data and 5G communications, the automotive industry has ushered in far greater changes than other industries. As the leader of the "annual sales millions club", Dongfeng Nissan's series of operations from product layout to technological upgrading to marketing innovation show how the leading enterprises can play the "head goose effect" and drive China's automotive industry chain to build a high-quality development pattern.

From "horse racing" to "intensive farming"

"In the post-pandemic era, consumers will be smarter than ever. For example, consumers collect a lot of information about companies, products and reviews before purchasing goods; consumers pay more attention to health and safety issues when choosing products and brands. Philip Kotler said that for enterprises, digital transformation and data-driven marketing are not simply changing product sales strategies, but need to promote digital transformation in research and development, production, supply chain, sales channels and after-sales service.

In fact, after decades of rapid development, China's auto market has bid farewell to the era of incremental competition of various brands "staking land" and entered an era of stock competition that tests the level of "intensive cultivation" of enterprises.

The seventh generation of Tianlai, which has set a record for the best sales in history, and other fist products of Dongfeng Nissan, have all verified this logic.

Thanks to Nissan's core technologies - VC-TURBO Super Variable Engine, ProPILOT Super Intelligent Driving and Nissan Connect Super Intelligent Connection, the seventh generation of Tianlai achieved terminal sales of 20,008 vehicles in December 2021, an increase of 24.8% year-on-year, creating the best monthly sales in history. In 2021, the sales volume of the seventh-generation Tianlai terminal reached 163741 units, an increase of 38.7% year-on-year, setting a record for the best annual sales of this Dongfeng Nissan flagship sedan.

As the sales director of Dongfeng Nissan, Xuanyi continues to lead the home car market in 2021. From January to December 2021, Xuanyi's cumulative sales exceeded the mark of 510,000 vehicles, further defending its market position.

"Now the domestic car market is overly rolled in, 10 cars have 9 SUVs, and everyone is in a constant arms race." At the end of the year and the beginning of the year, a person in charge of a mainstream car company told reporters that with the increasingly fierce market competition, in order to stand out in the powerful SUV market, it is necessary to strengthen technological upgrading and strengthen intensive cultivation in the field of brand marketing.

Thanks to the excellent performance of the SUV All-Star lineup, the Dongfeng Nissan SUV camp sold 33,399 terminals in December, and the cumulative sales from January to December 2021 358065. Among them, the terminal sales of the 2021 Qashqai in December were 16,618 units, an increase of 23.5% month-on-month, and the cumulative sales volume from January to December 2021 reached 161152 units, an increase of 2.2% year-on-year.

It is worth noting that 2021 is the "first year" for the Venucia brand to be included in the management of Dongfeng Nissan and start again. According to statistics, Dongfeng Nissan Venucia retailed 87,816 vehicles in 2021, an increase of 11.6% year-on-year, and successfully completed the annual sales target. 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 vehicles, achieving double growth year-on-year for three consecutive months.

"In the increasingly fierce market competition, the steady growth of Venucia brand sales is inseparable from the support of Dongfeng Nissan's strong system strength." Some industry experts analyzed that due to the clear product layout and product positioning, its star models formed a joint force of group combat, and the annual sales of Dongfeng Nissan exceeded 1 million vehicles for the 7th time in 2021, "However, the Chinese automobile market that has entered the era of stock competition is like sailing against the current, and if it does not advance, it will retreat." Dongfeng Nissan should not be satisfied with this, let alone stop moving forward. ”

Answer the must-answer questions of automobile marketing in the new era

"The COVID-19 pandemic has accelerated the digitalization and electrification of the automotive market." In his view, although the transformation progress of different car companies is different, "user-centric" is the common choice of all market competitors, "an interesting phenomenon is that the better the sales of car companies, the greater the demand for digital marketing."

On the one hand, with the post-90s becoming the largest consumer group in China's auto market, auto marketing has also entered an era of personalization with thousands of faces; on the other hand, as China's auto market has officially entered the stage of the stock market, the flow of customers before entering the store is precious, and the proportion of consumers who have given up buying before entering the store has increased for 4 consecutive years, from 10% in 2017 to 43%. Due to the strong professionalism of automotive technology, how to use a more innovative and vivid way to convey the brand spirit to consumers and explain the achievements of technological innovation has become a "must-answer question" in front of all car companies.

"People, cars, life, Dongfeng Nissan should care more about people." Using technology and values as a clue to create an emotional connection with customers. Some analysts believe that in the past 18 years, Dongfeng Nissan has been strengthening its emotional link with users.

From the launch of the micro-film "This Beam of Light" with director Zhang Yibai in early 2021, telling the user's anti-epidemic story and showing the spirit of perseverance, to the release of a new user brand - NI+ in June 2021; from describing his transformation determination with "Game Changer" at the 2021 Shanghai Auto Show, to the unprecedented "11 District Xuanyi Mid-Autumn Festival Family Banquet", to the light painting work "Light Heavenly Lai" with an area of up to 2021 square meters Interpreting the VC-TURBO super variable engine core technology of the seventh generation of Tianlai... In 2021, Dongfeng Nissan will gradually transform from "service vehicle" to "service people" and move towards the goal of "building life services with users as the center".

Some people say that the future market competition is the competition of the "cloud economy" era, so in many industries that urgently need digital transformation and mining data riches, the automobile industry with a long industrial chain is undoubtedly facing the most complex track.

The relevant person in charge of Dongfeng Nissan frankly said that "customer first, service first" is the goal pursued by all car companies, but the "emotional service" proposed by Dongfeng Nissan has never been a slogan, but a down-to-earth temperature that makes customers feel loving, "Embracing customers is always the first meaning of service transformation." ”

He revealed that in 2022, Dongfeng Nissan will continue to carry out a series of unique personalized and interactive experience marketing activities for different models and different consumer groups, "We must not only allow users to appreciate the charm and brand temperature of 'Technology Nissan' from multiple dimensions, but also circle more young consumers to further increase the brand stickiness of users." ”

Play the e-POWER technical card well

If the electrification transformation of independent brands has been at the forefront, then a significant change in 2021 is that multinational car companies, including Nissan, Volkswagen, Toyota, etc., have also accelerated the pace of electrification transformation.

During the 2021 Tianjin Auto Show, e-POWER's first model in China was unveiled, which attracted attention from inside and outside the industry.

"The car's fast acceleration and low fuel consumption have greatly reduced my commuting costs. At the same time, there is no charging anxiety when using it. Ms. Li, the representative of the owner of the e-POWER, admitted that as an office worker who often travels back and forth to Guangzhou and Foshan, her commuting mileage is nearly 100 kilometers, and the characteristics of e-POWER without setbacks, quietness, low fuel consumption and long endurance make her commuting journey no longer just boring driving and worry about endurance.

"With the landing of e-POWER China's first model, the implementation of Dongfeng Nissan's electric drive strategy with e-POWER and Zero Emission Nissan pure electric power as the pillars has accelerated, and Dongfeng Nissan is continuously accelerating the landing rhythm of electric drive technology." The relevant person in charge of Dongfeng Nissan said that according to the plan, 10 electric drive models will be completed by 2025. Among them, the Ariya, as the new generation of iconic models of "Nissan Zhixing", will also officially meet Chinese consumers in 2022.

Some analysts believe that with the clear goal of "carbon peaking and carbon neutrality", China's auto market is expected to usher in a more thorough "green and low-carbon wind". In this process, hybrid vehicles with lower fuel consumption, significant carbon reduction effects and no charging anxiety will play a more important role.

"Backed by the Nissan-Renault-Mitsubishi alliance, whether it is power technology, vehicle networking technology, or driver assistance technology, Dongfeng Nissan has strong technical reserves. Therefore, the official acceptance of pre-order for the first e-POWER model in China is just a starting point. He commented that if Dongfeng Nissan wants to continue to move towards the joint venture brand TOP3, it must not only fully apply the successful experience of the fuel vehicle era, but also establish a clear understanding of the brand's electric drive technology strength and the future layout of electric drive at the public level.

China Youth Daily, China Youth Network reporter Xu Yajie Source: China Youth Daily