A few days ago, the topic of "China's comprehensive opening up of foreign equity restrictions on automobiles" was directly searched on social platforms such as Weibo and Douyin, and any enterprise will usher in unprecedented opportunities and challenges under the new policy, and the situation of "a hundred schools of thought" in the automotive industry will become more and more intense.
Market changes, multi-brand/multi-line "hit the world"
Based on the developed Internet, with the "new four modernizations" of the automobile as the background, in recent years, China's automobile is undergoing significant changes, the rising of the new generation of young consumers, under the influence of developed information, more willing to spend money on the car to bring more material enjoyment to themselves, consumption upgrades, the Internet of Everything has become the norm in the car market.
Under the influence of multiple factors, the transformation of traditional car companies, cross-border car manufacturing, car manufacturing new forces and other parties to make the market competition more complicated, in the face of such fierce competition, no enterprise is willing to fall behind, but the handover process of fuel vehicles and new energy vehicles may last for a long time, want to win in the marathon of market competition, enterprises must clarify their coordinates, positioning, and be prepared for multiple hands. As a brand with a long history, sophisticated car manufacturing experience and keen market insight, Dongfeng Nissan is likely to have mastered the key tricks to win in this "marathon" competition.
Why?
First of all, although today's consumption upgrades still have a profound impact on the Chinese market, it is undeniable that whether it is a high-end market or an ordinary market, it is equally important for enterprises, because their volume is large enough, and new energy vehicles cannot temporarily replace the status of fuel vehicles in a short period of time.
Therefore, Dongfeng Nissan chose a multi-brand coordinated development trend, in 2021, Venucia brand strong return, as an intelligent, electrified, young pioneer, become a company into the new energy market pathfinder, its heavy EV models e30, D60 EV, T60 EV terminal sales doubled year-on-year, the current tram sales have accounted for 15% of brand sales, the future can be expected.
In 2022, Infiniti has also joined the coordinated development path of Dongfeng Nissan, and in the future, he will stack "BUFF" for the overall development pattern of Dongfeng Nissan with the unique technical advantages of luxury brands, and the arrival of Infiniti has also realized the comprehensive coverage of Dongfeng Nissan's major cascades such as independence, joint venture, luxury, etc., and will provide consumers with more diversified products and services in the future, and fill the market gap while achieving brand sublimation.
In the past 18 years, Dongfeng Nissan has absorbed more than 14 million customer bases in China, ranking first in the joint venture camp. In 2021, when the macro situation of automobiles is highly uncertain, in the face of the epidemic, the impact of lack of cores and policy changes, Dongfeng Nissan still achieved good results of 1134889 annual terminal sales, of which the annual cumulative terminal sales of Japanese product brands 1047073 vehicles, and the sales volume exceeded one million for the seventh consecutive year, and Dongfeng Venucia has also made significant progress.
Based on the already strong strength, with the multi-brand coordinated development model to achieve complementary advantages, in the process of Dongfeng Nissan's progress, it will not lose the existing user group, but also be able to absorb more audiences, laying a solid foundation for the development of enterprises.
For decades, it has been the same as "technology Nissan", and multi-track power has seized opportunities
I believe that people who have some understanding of the automotive industry have more or less heard the term "technology Nissan", and whether it is now or in the future, "technology Nissan" will always be the core of Dongfeng Nissan's development.
According to the plan, Nissan is expected to invest a total of 2 trillion yen (equivalent to about 112.8 billion yuan) in the next five years to promote technological innovation and gradually improve the electrification layout, in fact, not every company has such a strong foundation and capital to invest in technology, from which we can also glimpse the transformation determination of "Technology Nissan".
Under the supervision of the "double carbon" policy, the future "low-carbon travel" will be a permanent theme, but the problem is the huge Chinese market, each city or region of the road conditions, supporting infrastructure there is a gap, there are many differences in the use habits between individual users, in order to solve the user demand pain points, Dongfeng Nissan has taken the fuel vehicle, e-POWER and pure electricity three major technical lines, to seize the beach "double carbon" target technology blade.
In order to meet some users who are more accustomed to using fuel vehicles, Dongfeng Nissan has spent 20 years, accumulatively developed more than 300 patented technologies, and finally developed a VC-Turbo super variable engine with small displacement and high efficiency characteristics, and its original multi-link structure can achieve intelligent changes in compression ratio, taking into account power and fuel economy, making Dongfeng Nissan take the lead in achieving breakthroughs in fuel vehicle energy saving and emission reduction.
The "Technology Nissan" more than 90 years of fuel technology glorious history and pure electric technology accumulation perfect integration, Dongfeng Nissan has come up with a new choice of electric drive that takes into account the ultra-long endurance and does not need to be charged - e-POWER. Through Nissan's unique STARC technology and waste heat recovery and other technologies, e-POWER can finally achieve 50% experimental thermal efficiency, so that the carbon emissions of e-POWER models can be comparable to pure electric vehicles, which is a sufficiently unique and fully practical technical line, its introduction provides a new idea for the development of China's electric drive, and also provides consumers with a new choice with great advantages.
In addition, as we move towards the era of full electrification and intelligence, ZERO Emission, the technological crystallization of NISSAN's pure electric technology for more than 70 years, will gradually appear, and the Nissan Ariaya, which will be launched in 2022, will use this technology engine, and by 2025, Zero Emission will be installed in three models.
As the saying goes, opportunities are always left to those who are prepared. Looking at the entire market, every company has great ambitions and sets long-term goals for themselves, but most companies only care about setting goals, without a really detailed and specific implementation step, which completely ignores the real problems that they may encounter in the process of moving forward, and galloping in the market for many years, Dongfeng Nissan can stand at a high position for a long time in the fierce market, which stems from his high degree of self-discipline, and has a very clear plan for his development all the time, so whether it is the past, the present or the future Dongfeng Nissan is a good hand at seizing opportunities.
It is worth mentioning that when "self-cultivation" with technology, Dongfeng Nissan does not forget to "cultivate the heart", he has always fulfilled his social responsibilities, such as reaching out to help in the times of crisis such as Zhengzhou flood rescue and Shanxi flood rescue, and the favorability of the audience is undoubtedly an important way to enhance the brand image and open up the market. In the future, with "Technology Nissan" as the core, Dongfeng Nissan will further improve the development context, and improve the anti-risk ability and organizational agility of enterprises through the coordination of resources in various sections such as research and development, manufacturing, marketing and marketing.
"Digitalization" penetrates deeply and empowers the engine of the whole value chain
Recently, from the metaverse to web 3.0, there has been a lot of debate at home and abroad about related topics, although these are all pan-conceptual things at present, but behind these hot spots is actually the innovative thinking of human society for the digital age.
There is no doubt that at this stage, the "digital" trend has spread to all aspects of our lives, such as the digital yuan has now been registered in the pilot of major application markets, as China's "pillar" industry - the automobile industry is deeply penetrated by the "digital" trend, so "how to more comprehensively promote the digitalization process of enterprises" has also become a real problem in front of major enterprises.
In the past, in the era when the Internet is far less developed than today, there has always been a lack of direct contact and communication channels between enterprises and users, which has led to the inability of enterprises to deeply understand the real needs of user groups, and some of the effective opinions and ideas of users cannot be directly conveyed to enterprises, but with the advent of the digital era, this phenomenon is gradually being broken, and this is naturally indispensable for enterprises to strive to build a bridge with users behind their backs.
It is reported that adhering to the "user-centric" corporate philosophy, Dongfeng Nissan is focusing on building smart 4S stores nationwide, improving customer experience and franchise store efficiency through intelligent exhibition halls and after-sales workshops, and the current smart 4S stores have been carried out in 265 stores. In addition, Dongfeng Nissan will also launch the Nissan One App in the future, gradually enriching the operation content on the basis of the vehicle connection ecology through the Nissan One App, and establishing a private domain operation main position throughout the user's life cycle. Change the way businesses get along with users.
Today's automobile market is like a red sea, in the era of "stock competition", the status of consumers has been significantly improved, in the face of fierce market competition, simple high-quality products are difficult to maintain the relationship between users and enterprises for a long time, only with superior service, in order to further increase user stickiness, in this regard, Dongfeng Nissan has always been more than the slogan.
At the same time, for today's young people, intelligent technology has jumped from "product added value" to a must-have, and as early as 2018, Dongfeng Nissan took the lead in opening the road of digital transformation of the supply chain, starting the development of REEV three-electric system and vehicle performance in the field of new energy and the development of key technologies for autonomous driving, and building a "people, vehicles and life" ecosystem. It is reported that as of now, the number of dual-brand vehicle networking in Dongfeng Nissan has exceeded 3 million, which is at the leading level in the industry. At the same time, Dongfeng Nissan is also committed to building a lianyou travel platform and expanding the vehicle leasing format and online ride-hailing business.
In addition, from the R&D end, intelligent factory operation, customer data operation, and employee side, Dongfeng Nissan will realize the interconnection and integration of the whole value chain based on digital means, thereby reducing costs, increasing efficiency, and empowering the growth engine of the whole value chain. It can be said that based on careful and detailed planning and practice, Dongfeng Nissan has taken the lead in the digital track.
"Che One Circle" point of view: multi-brand collaboration to comprehensively enhance the competitiveness of enterprises in the environment of great changes in the industry, with "technology Nissan" as the core to extend the three major routes of fuel, e-POWER and pure electricity covering the vast majority of user needs, to "digitalization" to empower the development of enterprises in the whole value chain engine, as an action is always greater than the gimmick of the enterprise, Dongfeng Nissan with clear planning to build a solid enterprise development context, as to embrace the new changes in the industry, break the barriers to thinking, take the initiative to attack the "action faction", Dongfeng Nissan will surely stand out in the new round of automotive industry transformation.