In recent years, under the background of the transformation and upgrading of the global automobile industry, the market mechanism of survival of the fittest has become more prominent. On the one hand, some car companies are facing an intensified reshuffle; on the other hand, due to the impact of the global epidemic, many automobile manufacturers and suppliers have fallen into chaos, with insufficient production capacity and declining product sales. However, in this context, there are still some car companies that have made unexpected achievements, such as Dongfeng Nissan Venucia, with terminal sales of more than 87,000 vehicles in 2021, an increase of 11.6% year-on-year; sales in January 2022 climbed steadily, welcoming the year of the tiger and achieving double growth in brand and sales. So what is the reason for the Continuous Upward Trend of dongfeng Nissan Venucia brand? Let's analyze it in detail.
At the end of 2020, Venucia officially returned to Dongfeng Nissan from an independent brand to the second brand of Dongfeng Nissan Passenger Vehicle Company. In 2021, Dongfeng Nissan + Venucia launched a dual-brand collaborative development strategy policy, and since then, the sales volume of venucia brands has risen steadily, and it is committed to becoming a new growth pole for Dongfeng Nissan.
Dongfeng Nissan has also given great support to the Venucia brand, not only in the product orientation, development strategy customized accurate control, but also from the marketing, channel and other brand synergy, new product introduction complementarity, as well as R & D resources investment level to provide multi-party support, can see Dongfeng Nissan's serious and aggressive attitude towards the dual-brand strategy.
Not only that, Dongfeng Nissan takes Venucia as the starting point, and takes it as the forerunner of Dongfeng Nissan's intelligence, electrification and rejuvenation, and rapidly advances, while adapting to market changes, it also further becomes a whole with Dongfeng Nissan. Under the strong system strength of Dongfeng Nissan, Venucia brand and NISSN brand share Dongfeng Nissan Technology Center, and follow dongfeng Nissan industry-leading R & D process system and product verification system, where a number of competitive models were born and more than one million car owners were selected. At the same time, Venucia is also full of hope for future development, with faster response speed and adaptability, calmly cope with the current rapid development and fierce competition in China's automotive market.
In the past 2021, Dongfeng Nissan Venucia brand sales continued to grow, with 87,816 vehicles retailed at the terminal of the whole vehicle series, compared with 78,708 vehicles in 2020. In December, the cumulative sales of the Venucia brand was 16,776 vehicles, an increase of 47.1% year-on-year; not only that, in the field of new energy, Venucia electric vehicles have also achieved good performance in terminal retail, with an annual cumulative sales volume of 15,314, an increase of 105% over 2020, and the terminal retail of the whole car series has achieved double growth year-on-year for three consecutive months, marking a satisfactory end to 2021!
To achieve such good results, the main reason is that Venucia can more flexibly combine the opportunities in the Chinese market, quickly put ideas into practice, and empower all aspects from brand positioning, product planning, marketing dimensions, etc.
Continue to enrich the product matrix and create multi-scenario travel
2021 is an important year for venucia brands, under the dual-brand strategy, Venucia brands actively promote the market layout of home cars and SUVs, promote product renewal and bring a new product matrix.
Venucia D60 PLUS
Venucia Star enjoyment is a version
In March 2021, Dongfeng Nissan's first family car Venucia D60 series was newly listed, which adopted a new V-Galaxy starry sky family front face design, stylish atmosphere, and very exquisite, which makes it a clear stream of existence among many models, and it is very advantageous in terms of appearance alone. In July, Dongfeng Nissan Venus 2021 Star Enjoyment Edition upgrade was launched, and the novel naming method made people sound very positive, implying that everything expected in the heart can be successful. In addition, the exclusive Queen Passenger Seat of the same level is sought after by consumers, allowing more consumers to enjoy the comfortable upgrade experience of SUV first class. In September, the heat continued to rise, Dongfeng Nissan Venucia's blockbuster model - Venucia V officially listed, the car since its launch, it has opened the "crazy overtaking" mode, with joint venture-level workmanship, accessories supply, as well as intelligent technology blessings and universal prices, making it once a star product with monthly sales of more than 10,000.
For a car, sales exceeding 10,000 is not a big deal, but Venucia Big V, as a new car that has just been listed, can achieve rapid overtaking in a short period of time, and its success is no accident. In order to comply with the new needs of young Chinese consumers for their personality and beautiful lifestyle, Venucia has formed unique characteristics in terms of brand style and product design, which have emotional resonance with young consumers. The successful circle of Venucia Big V is the product of the synergy of dual brand development, shared resources, technology, team, etc., and it is also the painstaking precipitation of the V force creator, a young and promising car-making team after the 90s, who has been "ZAO for youth" for nearly three years.
The new generation of V-Galaxy family-style front face has added more novel design elements in the details, and the star diamond domineering front face, like a king, not only has its own aura, but also has a very high degree of recognition, which is very in line with the aesthetics of young users at present. Secondly, venucia big V short rear suspension with tail cutting design makes the body side ratio more like a coupe SUV. In addition, users can also choose monochrome or two-color body according to their own preferences, which meets the personalized needs of different consumers.
In addition to the highlights of attracting consumers in terms of appearance, there are also high-tech and luxurious interior designs. Venucia big V gives people a spacious and comfortable feeling, 1.7 ㎡ ultra-wide angle light sense canopy, light transmission area of 1.16 ㎡, basically covering the front and rear rows, so that passengers are eye-opening. 24-inch integrated large screen, the visual effect is very excellent, 64 colors of aurora atmosphere lights and 6 intelligent modes, all make Venucia Big V full of scientific and technological sense.
Venucia's latest V-Link Nebulas Smart Connect system is built into the screen, with the latest generation of humanized UI & UX design, including mainstream applications such as online navigation, voice interaction, Internet of Vehicles, and OTA iterative upgrades. And you can interact with the members of the car through the form of central control screen, instrument, voice assistant and so on. Venucia V-Pilot Automatic Driving Assist System realizes full-speed domain automatic follow-up, making driving easier. In addition, the car is also equipped with automatic parking, adaptive cruise, lane keeping, blind spot monitoring, pre-collision emergency braking, door opening warning and other functions.
Venucia Grand V models are equipped with a 1.5T high-quality engine, and are made of all-aluminum material to reduce weight, with a maximum engine power of 140 kW (190 hp) and a peak torque of 260 N·m, which can achieve a maximum liter of power of 93.3kw/L and an acceleration capacity of 8.8 s per 100 km/h. In terms of drivetrain, the engine is matched by a 7-speed DCT dual-clutch transmission; this power performance is sufficient for most users. At the same time, Venucia Big V also effectively takes into account fuel economy, and the fuel consumption of the Ministry of Industry and Information Technology NECD is only 6.6 liters, which can be said to further reduce the cost of the car.
Venucia Grand V's comprehensive product strength and pure joint venture quality are enough to give it a great advantage in the compact SUV segment. This shows that venucia's return is the key to the success of venucia's brand and product level.
Good products are naturally inseparable from excellent technical support. In terms of research and development, Dongfeng Nissan Venucia has insight into the user's car purchase needs, solves the user's thoughts, upgrades the user's feelings, links the user's love, and creates an interactive experience of "human-vehicle integration" for the user, which is the player who can truly understand the future of the enterprise and truly grasp the development trend of the industry. The products built based on venucia VSA's chuangshi architecture not only have the global system of car manufacturing technology, but also have five major characteristics such as intelligence, high efficiency, handling, comfort and safety, which combine flexibility and forward-looking characteristics. Coupled with years of experience in car manufacturing and the most stringent quality control standard design, venucia brand has condensed a strong positive development capability, resulting in a variety of products customized for China and with joint venture quality.
Venucia Big V is an important step in the layout of The young market of Dongfeng Nissan Venucia, according to the statistics given by Venucia officials, in these sales orders, the top match accounts for nearly 30%, and the high match is more than 40%. Its consumer population tends to be younger, and nearly 4 have become post-90s, which is highly consistent with the product positioning of Dongfeng Nissan Venucia Big V. The proportion of users under the age of 30 has increased significantly, indicating that Venucia Big V has accurately reached the target user young people. The success of Dongfeng Nissan Venucia Big V is just the beginning, and in the future, we also believe that Venucia Big V will win more young friends for the brand with more excellent product advantages and reasonable pricing.
2021 is the 18th year of Dongfeng Nissan's establishment, and it is also the 11th anniversary of Dongfeng Nissan Venucia brand adhering to the journey of high-quality development, harvesting the choice of more than one million users! Based on the million-user base, Dongfeng Nissan Venucia has always adhered to the principle of user first and product first, and insisted on bringing consumers luxury, intelligence and comfortable car life on the basis of high-quality car manufacturing.
As we all know, the quality of the after-sales service system has a great impact on the reputation of automobile brands, in order to better serve users and establish a good user reputation, Venucia actively promotes the landing of the "One Heart, One Peer" service brand in 2021, whether online or offline, comprehensive upgrades can ensure customer service experience. Among them, online, Venucia brand launched the industry's first customer direct line to enterprise executives "Lao Huang Hotline" service. It is reported that the "Lao Huang Hotline" promises 1 hour of response, exclusive follow-up, 24 hours to provide solutions, transparent service process, regular return visits, full-time online, 24 hours of dedicated duty. This path solves the various problems encountered by car owners in a more direct, fast and efficient way.
Offline, Venucia takes the customer as the center, continues to build and build a series of "pet powder" activities with car owners and families, as well as create a valuable communication platform. Among them, Dongfeng Nissan Venucia held a variety of Tatsumi powder care activities offline in six regions of the country, strengthening the care of pet powder with practical actions, and giving the car owners and families companionship and trust with quality. At the same time, in order to further establish a closer and more interesting connection with young consumers, Dongfeng Nissan Venucia has set up an official owners club for big V owners - big V alliance, encouraging every car owner to be his own big V. To this end, the official club of big V alliance owners provides members with the wonderful car life of "V power invincible" and the emotional service of "V I love", including the pragmatic list of pet powder benefits that will be launched in key sales cities across the country, such as inviting car owners to explore the Dongfeng Nissan R&D Center, and will also participate in a series of blind box pet powder activities such as the National Owners Conference and outdoor camping.
Users are the driving force and source of the brand's sustainable development, venucia brand has a good insight into the needs and social ways of young users at present, and opens a fun and interesting big V life circle. On the one hand, customers can understand the brand and products more closely and intuitively, and experience venucia's high-quality services. On the other hand, through communication with customers, Venucia brand has a deep understanding of customers' car needs and concerns, so as to adjust and optimize the shortcomings of products in a targeted manner.
For enterprises, good products are available, after-sales service guarantees are available, and naturally good marketing strategies are needed to amplify the product effect. At the marketing level, Venucia has also made some efforts, reviewing the listing process of Venucia Big V, and completed the listing of new cars in just 2 months, which is unprecedented to have such a rapid promotion. This is mainly due to the new marketing integration strategy adopted by Venucia Big V, whether from business policies, online and offline, advertising public relations, or regional marketing and other aspects, it shows the strong system strength of Venucia's cross-departmental coordination, and finally creates an efficient and wonderful new car listing marketing war for the brand.
Under the background of electrification and intelligence, the development prospects of the new energy industry are very broad. In fact, as early as 2014, venucia brand began to continuously explore the new energy market, launched the first pure electric product Morrowind, becoming one of the earliest high-end pure electric vehicle manufacturing vehicles in China. In 2019, Venucia backed by the "Renault-Nissan-Mitsubishi" alliance with Dongfeng Group, integrated multi-dimensional resources such as products, technology, experience, services, etc., officially launched the "Venus Plan", and tailored a set of innovative electric travel ecological solutions for Chinese consumers.
In the field of electrification, Dongfeng Nissan Venucia will double its cumulative terminal retail sales year-on-year in 2021 with three high-quality EV models, Venucia D60EV, Venucia T60EV and Venucia e30. It is understood that the sales of electric vehicles account for more than 15% of the cumulative brand, and the achievement of these achievements is the best demonstration of Venucia's system strength, and also reflects Venucia's steady breakthrough in the field of intelligent travel. It is reported that in the next 2 years, Venucia will release 3 new energy vehicles, comprehensively layout the field of pure electricity, and bring more surprises to the market and consumers.
At the beginning of the 2022 Spring Festival in 2021, Dongfeng Nissan Venucia welcomed the New Year with the momentum of tiger and tiger. According to official data from Dongfeng Nissan, in January 2022, The wholesale sales of the entire vehicle series of Dongfeng Nissan Venucia Grand V were 14,001 units, an increase of 126.3% over 2021; the retail sales of all vehicle terminals were 10,008 units, an increase of 24.9% year-on-year; among them, the retail sales of EV model terminals increased by 126% year-on-year, showing the strength of the Dongfeng Nissan Venucia brand to enter the electrification market with excellent results. In the future, venucia brands will continue to strengthen the dual-brand synergy effect with Dongfeng Nissan, launch more and higher quality products, and help steady sales growth. In addition to the current base plate, it will also promote venucia's intelligent and electrified market layout through the vertical in-depth strategy of one city and one policy, and accelerate the new journey of the brand upwards.
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