2021, which has come to an end, is destined to be a year that will be recorded in the history of the development of the automobile industry.
Hot words such as "lack of core", "double carbon" and "software transformation and upgrading" outline the development characteristics of the mainland automobile industry in 2021, and also release the signal of the century-long changes in the automobile industry.
Against this backdrop, Dongfeng Nissan delivered an eye-catching report card: annual sales of about 1.135 million vehicles. "With a solid foundation and thick accumulation, Dongfeng Nissan has surpassed one million sales for 7 consecutive years with excellent strength, and its market share has steadily increased." Takeshi Yamaguchi, vice president of Dongfeng Motor Co., Ltd. and general manager of Dongfeng Nissan Passenger Vehicle Company, frankly said that the results in 2021 will not be easy, and it is inseparable from the resilience of Dongfeng Nissan's system strength, which proves the dedication and seriousness of Dongfeng Nissan people.
A mature enterprise should have the courage to face difficulties and the courage to embrace change. 2021 is also a year of change for the automotive industry. "Smart" became the ticket to the future, and software became the key to defining the car. The convergence of the times has been shuffled, and the coordinate system of the industry has quietly shifted. How to find a foothold in change will determine whether the future of the enterprise is a strong leap forward or a fading exit.
Gao Guolin, vice president of Dongfeng Motor Co., Ltd. and deputy general manager of Dongfeng Nissan Passenger Vehicle Company, believes that Dongfeng Nissan has established clear coordinates. In the wave of automobile change, Dongfeng Nissan will give full play to the synergy, flexibility and offensiveness of the system, and also take digitalization as the growth engine to establish a high-quality development path under the new development pattern through the two grasps of green, low-carbon and digital intelligence.
System strength is the endogenous driving force of Dongfeng Nissan's steady travel
Looking back at 2021, emergencies such as global chip shortages and local epidemics have caused the major risk points in the automotive industry to increase sharply. For the automobile manufacturing industry with a large and complex industrial chain, this is a test of the supply chain system, and it is also a test of the value and system strength of Dongfeng Nissan.
However, the data shows that the "lack of core" in 2021 will exceed 30% of the entire industry, but the impact on Dongfeng Nissan's goal is within 15%. In addition, the market demand satisfaction rate of Dongfeng Nissan products reached 96.0%, and the customer delivery compliance rate was 92.8%, which was at a high level in the industry.
In the view of Changyang Yulong, the headquarters of Dongfeng Nissan Manufacturing Headquarters, this highlights the resilience of Dongfeng Nissan's system strength. "Dongfeng Nissan has a set of supply chain system to resist the impact of potential risks, linking both shareholders, stimulating and exerting the subjective initiative of the whole supply chain, and the emergency mechanism operates at high speed, and finally minimizes the impact of the coreless crisis." Yang Yulong said.
"After 18 years of market hardening and profound cultural precipitation, Dongfeng Nissan has forged a system force that goes deep into the whole value chain, and the fields of business and enterprise, research and development, manufacturing, marketing, channels and services form an efficient collaboration and efficient operation of the whole, and build a 'moat' for enterprise development." Gao Guolin, vice president of Dongfeng Motor Co., Ltd. and deputy general manager of Dongfeng Nissan Passenger Vehicle Company, talked about the fundamental reasons behind the achievements. As he said, after 18 years of forging and precipitation, Dongfeng Nissan has a system strength of more than 14 million, which ensures that the company can go far steadily under the uncertain situation.
In the future, the main risks in the automobile industry led by the core deficiency crisis will increase and will exist for a long time, but with the system force as the endogenous driving force, Dongfeng Nissan will also rebuild its agility and resilience to ensure a steady and far-reaching under the uncertain situation.
Digitalization is a new engine for Dongfeng Nissan's value innovation
The system strength and value power shown in the face of difficulties will become the driving force for Dongfeng Nissan to rush to the future, and it will also become the confidence of Dongfeng Nissan to change and innovate in the face of industrial changes.
At present, digitalization is reconstructing the automotive industry chain. "In the post-pandemic era, digitalization has become a must-answer question to promote the development of the industry, rather than a multiple-choice question. Digitalization will reconstruct the whole industry chain of automobile research and development, manufacturing, marketing, channels, services, etc., and give new momentum to the traditional automotive industry. The digitalization of Dongfeng Nissan is the digitalization of directly connecting customers, everything takes the customer as the starting point, opens up the various touchpoints of the user's whole life cycle, and finally realizes the growth of digital revenue. Gao Guolin shared his thoughts.
It is understood that Dongfeng Nissan takes digitalization as a new growth engine for the high-quality development of enterprises, and has reconstructed all aspects of research and development, commodity planning, production, market sales, and after-sales service, solving market pain points by digital means, empowering the whole value chain, and creating new value for inherent business.
Specifically, on the product side, through digital means, traditional cars have evolved into intelligent cars, providing users with a variety of digital services; through the installation of the Internet of Vehicles, the number of Dongfeng Nissan dual-brand vehicle networking has exceeded 3 million.
On the user side, Dongfeng Nissan launched the Nissan One App to achieve one-stop satisfaction of the whole user life cycle. At the same time, Dongfeng Nissan has built a customer data operation platform to drive user value improvement with precision marketing.
At the same time, the digital transformation tentacles have already entered the enterprise. For example, it integrates R&D and manufacturing systems from demand to mass production, helps shorten the R&D cycle through cross-departmental cooperation, and integrates all production and management systems of the factory to achieve comprehensive visualization of factory production process data. Through a series of remodelings, Dongfeng Nissan has realized digital empowerment in all aspects of R&D, factories, customers, employees, etc., and greatly improved the efficiency of business operations.
The new starting point and new pattern, the forging of institutional strength will become a shield to go far, the digital transformation will become an indomitable sword, and Dongfeng Nissan is bound to be able to move forward steadily and lead the change. Text/Huang Yu
Daily economic news
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