The more cold the winter, the more you can see the ability of enterprises to dance against the wind, just past 2021, Dongfeng Nissan has played a strong role in this market.
According to the data, dongfeng Nissan completed 1134889 new car sales last year, of which the sales volume of Japanese product brands reached 1047073 units, and crossed the million sales threshold in the seventh year. Venucia brand sold 87,816 new cars, an increase of 11.6% year-on-year.
Behind the strong sales has always been the product matrix, core technology reserves and user operations, for Dongfeng Nissan, which easily completes millions of sales, there is no pressure to operate the traditional market.
Unlike in the past, carbon neutrality catalyzes new tracks, which means that companies need to come up with new strategies and technologies to develop new development paths in new coordinates. In the new track, Dongfeng Nissan always has a new way to play.
"Trinity" brand strategy to enhance cohesion
Multi-brand coordinated development, the same frequency resonance will inevitably bring greater driving force to the enterprise, in 2022, Dongfeng Nissan integrated Nissan, Venucia, Infiniti three major brands to force, of which, Venucia's "pioneer" strategy is obvious, to explore the important task of Dongfeng Nissan electrification, networking and rejuvenation, and Infiniti will become a more high-end role with brand value in the system.
The three major brands perform their duties and have precise positioning to promote the "one Dongfeng Nissan" forward.
This means that Dongfeng Nissan, which has a more perfect brand matrix, will have a stronger anti-risk ability in the new path.
Multi-technology synergistic development, carbon neutrality direction is clear
Carbon neutrality is something that must be talked about in the global broad direction, and it is imminent.
At present, Dongfeng Nissan has enriched the new EV and e-POWER power architecture on the basis of the internal combustion engine, and completed the transformation from internal combustion engine to new energy.
In terms of internal combustion engine, Dongfeng Nissan launched a new VC-Turbo power architecture, compared with the traditional internal combustion engine, the VC-Turbo internal combustion engine with higher thermal efficiency has better power performance and higher emission standards, and the new VC-Turbo power architecture with mature technology has been put into Tianlai, X-Trail and other models, bringing new competitiveness to new products and enhancing the brand value image.
Based on the height of internal combustion engine technology, Dongfeng Nissan has launched a new e-POWER power architecture with better economic performance and more stable and reliable structure.
Compared with the traditional internal combustion engine, the new e-POWER power architecture adopts range extender power generation, flash charge flash discharge battery and motor drive vehicle working mode, relying on high thermal efficiency internal combustion engine work efficiency characteristics, overall fuel economy performance and emission standards are better.
Based on this, Dongfeng Nissan launched the first model of e-POWER, Xuanyi, and the fuel consumption of the new car can be as low as 5L for daily driving of 100 kilometers, bringing a new car life. In order to continue to amplify this technological advantage, Dongfeng Nissan expects to launch seven e-POWER models by 2025 and complete the development plan of the e-POWER product line.
At the same time, in the pure electricity ecosystem, Dongfeng Nissan will also lay out a number of new EV pure electric vehicles in China, introduce Zero Emission technology in 2022, and complete the launch of 3 related models by 2025.
In response to carbon neutrality, Dongfeng Nissan has made full preparations for the multi-power structure, and new technologies, new forms, new products and new expressiveness will cut into new tracks at a faster speed.
Forging a "lean and strong" form to enhance the ability to resist risks
It is not easy to operate a million-volume company, but for Dongfeng Nissan, it is not difficult to flatten the structure and clarify the strategic layout.
The advantage of Japanese companies lies in the excellence of production and meticulous management.
Therefore, we have seen the production state of Dongfeng Nissan calmly facing under the chip crisis, and at the same time, we have also seen a good response speed in the face of the epidemic.
Starting from the production end, regulating the supply of parts manufacturers to eliminate waste, starting from the operation, a set of good systems can not only reduce the pressure on dealers, but also ensure that the overall sales volume is not affected.
At the same time, as a head enterprise, Dongfeng Nissan linkage dealers have exerted responsibility and blood on the society, and the rainstorm in Zhengzhou and the epidemic situation in various places have not only provided rescue policies, but also given the corresponding care policies to car owners.
Obviously, we can see from these past efforts that Dongfeng Nissan's coordination ability and execution ability, fast and efficient and agile.
The cohesion of the enterprise is reflected in the production, operation, strategic deployment and the ability of suppliers and distributors to mobilize, the left can communicate with the supplier benignly to allocate parts to ensure that the production reduces waste, and the right can link the dealer to protect the rights and interests of local users.
At the same time, the enterprise with million sales volume can benignly allocate related enterprises, and take care of the future development of the enterprise and the current user rights and interests to the greatest extent, which shows its strong ability to resist risks.
The "digital transformation" continues to deepen, and the life of people and cars is further advanced
From the brand strategic operation of the trinity to the landing of multi-technical forms, to the forging of system cohesion, it is necessary to use the core hub to comprehensively deploy.
In the digital age, there is no doubt that digital management is more accurate and efficient.
For Dongfeng Nissan, the "digital products" equipped with intelligent car and machine systems have brought users a more connected lifestyle, abandoning the traditional button-based operation mode and replacing it with the most needed intelligent systems in the digital age.
At the same time, we will build a "digital platform" with efficient docking, so that Dongfeng Nissan will be more transparent and efficient in design, research and development, production and marketing.
For example, at the manufacturing level, integrating all the production and management systems in the factory will make the factory production more organized and transparent, and ensure the flattening of production management and the acceleration of production rhythm.
For example, in the processing of cross-departmental affairs, the digital platform built will make communication more convenient and the communication method will be easily converted to online, improving efficiency.
The inclusion of "data-based" marketing methods will make marketing more accurate and peer-to-peer more useful.
More intelligent sales showrooms and service workshops to ensure the user's peace of mind and rights, NSSANOneApp with richer UI functions will launch more valuable and rich marketing content, push new lifestyle suggestions, and ensure that the rhythm of the car cycle is novel.
For Dongfeng Nissan, the achievements in 2021 have not made it lose its way, but in the vast army of transformation, a series of new policies of Dongfeng Nissan will stimulate the development and transformation speed under the new coordinates.
Carbon neutrality has spawned a new direction of development, and Dongfeng Nissan, which has a million market share, has not lost its way in the new coordinates.
The three major brands are accurately positioned to develop in a coordinated manner with the same frequency resonance, to cope with the carbon neutral transformation more calmly and comprehensively, and at the same time, driven by strong corporate cohesion, execution and digital office and marketing, Dongfeng Nissan has found a new development path.
This also means that in the new era, Dongfeng Nissan is still a strong competitor with strong momentum and cannot be ignored.
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