Work together to start a new journey. On January 22, the dealer meeting of Dongfeng Motor Co., Ltd. (hereinafter referred to as "Dongfeng Motor Co., Ltd." or "the Company") with the theme of "All In Market Gathering and Battle 2022" was held by network video connection.
This is the first dealer conference held by Dongfeng Motor co., Ltd. after deepening reform and integrating and optimizing marketing resources to establish a marketing headquarters, which is of different significance than in previous years.
Dongfeng Motor Co., Ltd. 2022 Dealer Conference (Webinar)
More than 1,000 dealers and service providers across the country participated in the meeting online
Chen Hao, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Motor Group Co., Ltd., executive vice president of Dongfeng Motor Co., Ltd., Fu Jinsong, vice mayor of Xiangyang Municipal People's Government, Zhang Fangjing, member of the party group, Zhao Shuliang, chairman of Dongfeng Motor Co., Ltd., Xu Guangchao, general manager of Dongfeng Motor Finance Co., Ltd., representatives of dongfeng motor shares, mainstream media representatives, and more than 1,000 dealers and service providers across the country participated in the grand event through online video.
Different from the previous conferences, in the continuation of the reform, Dongfeng Motor co., Ltd. changed the "business annual meeting" to "dealer conference", aiming to focus more on and pay more attention to dealer partners, and also reflect the relationship between the two sides and the common destiny.
Tang Shengqiang presided over the meeting
The conference was launched with three theme chapters of "Gathering Heart", "Gathering Strength" and "Battle Potential", which demonstrated dongfeng motor's full implementation of the "leading strategy", customer-centric, market-oriented, continuous change and fighting spirit.
Glory moments gather hearts
The difficult side shows courage and perseverance, and the grinding begins with Yucheng. In 2021, affected by factors such as repeated epidemics, chip shortages, regulatory upgrades, and the promotion of the new five modernizations, the automotive industry competition entered the stock competition, and the domestic light vehicle market was affected by the above factors, as well as changes in the user structure, with an overall decline of 4.2%.
In the face of severe market situation and competitive situation, Dongfeng Motor Co., Ltd. and the majority of dealer partners are in the same boat, adhere to high goals, high challenges, closely focus on the market and customer needs, continue to deepen reform, optimize the system force, the annual cumulative sales of 182,500 vehicles, an increase of 5.8% year-on-year, the market share increased by nearly 1 percentage point year-on-year, to achieve Dongfeng light vehicle business for five consecutive years of steady improvement, full of trust in the reputation of the Dongfeng light vehicle brand continued to improve.
Dongfeng light vehicle exhibition area
In 2021, Dongfeng Motor's automobile sales outperformed the market, and at the same time, it often had long-term considerations, deepened reform, promoted the change of customer-centered organizational structure and business model, successively established manufacturing headquarters, optimized and integrated more dispersed production positions, comprehensively improved product manufacturing quality, shortened delivery time, and met customer market demand; established a commercial research headquarters to promote the construction of basic research and development and adaptive development complexes, greatly improved market response capabilities; established marketing headquarters, divided product lines, brand operations, and built streamlined, flat, and streamlined. Efficient marketing system, for dealers and other partners to bring more convenient, smooth service, jointly win the market.
Li Xiangping read out the commendation document
The third prize of the company's outstanding contribution award was awarded
The second prize of the company's outstanding contribution award was awarded
The first prize of the company's outstanding contribution award was awarded
The company's outstanding contribution award was awarded the grand prize
Award-winning dealer prize cart display
He Xiaofang made a report on honesty and joint construction
At this conference, Dongfeng Motor shared the joy of harvesting in the market in 2021 with dealers and service provider partners, and commended partners who won the annual "Outstanding Contribution Award", "Market Charge Award" and "Industry Customer Development Award". Li Xiangping, executive deputy general manager of Dongfeng Motor Co., Ltd., read out the commendation document.
Liu Feng, deputy general manager of Cheng Li Automobile Group, the representative of the award, said in an interview: "Receiving this heavy award car key is both an honor and a pressure. We are full of expectations for the reform of Dongfeng Motor's shareholding marketing system. In the new year, we will closely follow the pace of reform and development of Dongfeng Motor Co., Ltd., actively embrace, support and join the reform, and anchor the goal with Dongfeng Motor Co., Ltd. to catch up and leapfrog. ”
Five forces converge and concentrate forces
This year is the year when Dongfeng Motor Co., Ltd. implemented the "leading strategy", and the company proposed to challenge the annual automobile sales of 216,000 vehicles to achieve leapfrog development in operating quality. As the main force of Dongfeng Motor's light commercial vehicle business, the marketing headquarters is responsible for the annual sales target of 187,000 units. In the face of fierce market competition, how the reformed Dongfeng Motor Co., Ltd. Marketing Headquarters will aggregate the "five forces" and win the battle in 2022, the special report of the conference pointed out the direction to the delegates.
Xiong Jihai made a marketing strategy report
Facing the new trend of competition in the light commercial vehicle market, Xiong Jihai, deputy chief of the marketing headquarters of Dongfeng Motor Co., Ltd. and secretary of the Party Committee, said in his marketing strategy report that around the "14th Five-Year Plan" goal of Dongfeng Motor Co., Ltd., the marketing headquarters will unify the marketing window, implement the "customer marketing" strategy of customer innovation value, make every effort to build an agile organization that links customers, and create five major legions of light truck legion, small card corps, VAN car corps, special car corps, and industry customer corps, aggregating product power, brand power, marketing force, network force, The "five forces" of service force seize the market, so as to more accurately position product segmentation, more accurate service dealers, more effectively enhance the sense of customer experience, achieve increments and breakthroughs in market segments, and strongly support the implementation of the "leading strategy".
Pan Chonggang made a platform commodity report
With the changes in the policies and regulations, market trends and user structure of the domestic light commercial vehicle market, customers have evolved to be organized and platform-based, and the competition has become more intense. In this regard, Dongfeng Motor Co., Ltd. has undergone rapid changes, integrated resources to establish a commercial research headquarters to build a platform-based commodity force to help achieve the "leading strategy". Pan Chonggang, deputy director of the Commodity Planning Department of Dongfeng Motor Co., Ltd., pointed out in the platform commodity report that in 2022, it will focus on customer needs, upgrade platforms such as trucks, VAN vehicles and EV series, enhance competitiveness and regulatory responses to enhance the competitiveness of commodities, and create a sharp weapon that dealers can conquer the market.
Yin Siwei made a product force report
While concentrating on attacking, how to quickly respond to the market and win market opportunities is also the focus of Dongfeng Motor's marketing reform. Yin Siwei, general manager of the Application Engineering Center of Dongfeng Motor's marketing headquarters, said in a product force report at the conference that the application engineering center will actively promote precision development, promote the improvement of quality such as lightweight and power performance through the rapid response mechanism for customers, achieve breakthroughs in key commodities and the launch of adaptive products, and provide "bullets" for rapid response to the market.
Guo Quanbin made a report on service strength
"Product + service" is the company's winning magic weapon in the market competition. Guo Quanbin, general manager of the service division of Dongfeng Motor's marketing headquarters, said in his service report that customer satisfaction and loyalty have increased, and the aftermarket is the main battlefield. In the next five years, the company will focus on optimizing the spare parts sales system, improving customer maintenance capabilities, technical support capabilities, network service capabilities and other service guarantee capabilities and team management capabilities, comprehensively realizing the "true happiness" service upgrade, providing customers with "purchase, use, maintenance and replacement" life cycle services, etc., and promoting dongfeng light vehicle service to fight together.
Strike a breakthrough in battle
This year is the tough year of Dongfeng Motor's "leading strategy", Dongfeng Motor co., Ltd. will challenge 216,000 vehicles in 2022, of which the marketing headquarters will challenge 187,000 vehicles. This is a big battle that must be won.
Li Junzhi and Liu Hui presented battle flags to marketing officers
Li Xiaoli, the representative of the dealer, read out the declaration of the expedition
At the meeting, Li Junzhi, general manager of Dongfeng Motor Co., Ltd., and Liu Hui, secretary of the party committee, presented battle flags to five major legions, including the light truck corps, the small truck corps, the VAN car corps, the special car corps, and the industry customer corps, and the representatives of the marketing officers shouted the goal of "victory". Li Xiaoli, general manager of Wuhan Yinhaitong Trading Co., Ltd., read out the declaration of "going out" on behalf of dealers and service providers, and dealer partners from all over the world expressed their determination to win the battle through video. The charge horn has been sounded, the five legions have been put in place, and the generals of the three armies have marched towards the new target heights.
Li Junzhi delivered a speech
Li Junzhi said in his speech at the conference that in 2021, in the face of a series of profound changes in the market, under the joint efforts of all the marketers of Dongfeng Light Vehicle, Dongfeng Motor Co., Ltd. has achieved good results throughout the year, thanks to the joint efforts of all marketing officers and partners.
Li Junzhi introduced that in the face of increasingly severe industry competition, in 2021, Dongfeng Motor Co., Ltd. combined with the future market development trend, changes in customer demand and the positioning and requirements of the two-level headquarters on the company, formulated the company's "14th Five-Year Plan" strategic plan, that is, the "leading strategy", which clarified that the company will focus on light trucks, develop VAN vehicles, promote the healthy growth of LLV new energy, and promote the comprehensive leadership in five aspects: industry status, high-quality development, new business, internationalization, and sense of access of related parties. During the "14th Five-Year Plan" period, around the customer experience leadership, focus on customer value improvement, one is to create products that meet customer needs; second, to establish a marketing service system that satisfies customers; third, to build customer-oriented intelligent manufacturing capabilities; fourth, to improve revenue to promote high-quality development and better serve customers; fifth, to promote the digital transformation of products + services, all-round service to customers; sixth, to focus on the market to promote deepening reform and create customer culture.
In view of the key work of Dongfeng Motor Co., Ltd. in 2022, Li Junzhi emphasized four unswerving: unswervingly promoting customer-oriented marketing system capacity building; unswervingly promoting market-oriented intelligent manufacturing system capacity building; unswervingly promoting customer-oriented organizational system capacity building; and unswervingly promoting product brand capacity building. At the same time, he also put forward several expectations for the majority of dealer partners: one is to guard the soil, to keep the soil responsible, to keep the soil responsible, to fulfill the responsibility; the second is to take the customer as the center and create value for customers; the third is to work closely together and forge ahead.
Li Junzhi called for the clarion call for reform has been sounded, and looks forward to all dealer partners getting rid of the original path dependence, establishing long-term thinking, and being a changemaker, innovator, supporter, and strivers, Dongfeng Light Vehicle will advance and retreat with everyone, in order to achieve high-quality sustainable development with everyone, do their best, and never stop.
Chen Hao concluded his speech
In his concluding speech, Chen Hao fully affirmed the achievements of Dongfeng Motor Co., Ltd. in 2021, and pointed out that Dongfeng Motor Co., Ltd., as one of the important vehicle units of Dongfeng Group and as a leading enterprise in the LLV industry, undertakes the heavy responsibility of stability, development and strategic upgrading of Dongfeng Group's light commercial vehicle business. In the era of "five modernizations" change, Dongfeng Motor Co., Ltd. looks forward to the market trend, actively develops to high-end, platform, full value chain, etc., and leads partners to take the initiative and actively change.
To this end, Chen Hao hopes that all dealers, service providers and partners will strengthen their confidence, follow the East Wind, do a long-term career; adapt to the trend, follow the reform, grow together and make common profits; adhere to the customer first, only altruism can win the trust of customers.
Chen Hao finally said that this is an era of change, but what has not changed is the long-term relationship between us and our partners. He hoped that everyone would watch over each other and help each other, and the family would overcome the difficulties and grow together.
Group photo of the participants
The conference was presided over by Tang Shengqiang, deputy head of the marketing headquarters of Dongfeng Motor. He Xiaofang, secretary of the Discipline Inspection Committee of Dongfeng Motor Co., Ltd., made a report on clean and co-construction, and while promoting the high-quality development and transformation of Dongfeng Motor Co., Ltd., it is necessary to adhere to the construction of a partnership of "pro-Qing, co-construction, mutual benefit and win-win" and promote high-quality development with "honesty".