Text | Haidian mo less
Edit | Small balls
One of the great advantages of "newcomers" over "old people" is that there are not so many concerns and sophistication;
It's just that the new and the old are always only relative, time is changing, can Li Jinnan always "stay home"?
From a bowl of hot dry noodles in the car market to "do not believe in the limit of dry dry", after a low dormancy in 2020 and the previous two years, Dongfeng Fengshen has finally found a feeling in the past 2021.
01
"Guarantee 100,000 vehicles and strive for 120,000 vehicles", which is the annual small goal proposed by the collective leadership team of Dongfeng Company led by Zhu Yanfeng, Yang Qing, You Zheng, etc. at the beginning of last year for the Fengshen brand.
I remember that around the Spring Festival of the Year of the Ox, Zhu Yanfeng and You Zheng successively punched in to comfort the marketers of the Wind God, which was still impressive.
Zhu Yanfeng, chairman of Dongfeng Company, congratulated fengshen marketing soldiers
A year later, when Zhu Yanfeng came to the marketing building of Dongfeng Passenger Vehicle Company again on January 4, before the Spring Festival of the Year of the Tiger, the atmosphere here has changed qualitatively.
"Thank you all for your hard work in 2021, you did a very good job, did a very good job, and had a result of doing what you said. On behalf of the company's party committee and headquarters, I would like to express my heartfelt thanks to the comrades. ”
Through Zhu Yanfeng's two consecutive "very", it is not difficult to see that in the past 2021, the wind god can be regarded as a more beautiful turnaround battle.
Not easy, not simple, worth encouraging!
The initial victory, with this achievement as the foundation, facing the new goal of "not believing in the limit and challenging 200,000 vehicles" in 2022, the Fengshen marketers headed by Li Jinnan, the morale of the high slogan resounded throughout the building.
02
Facts lie ahead.
In view of the intuitive changes in the market sales and volume of the Fengshen brand in the past two years, especially after Li Jinnan succeeded Yan Hongbin at the helm of marketing, some people put the two together to analyze and compare, and put forward a similar view of "Li Jinnan is stronger than Yan Hongbin".
Li Jinnan, general manager of the marketing headquarters of Dongfeng Passenger Vehicle Company
Leju Automobile thinks that this is a very common topic, including the Fengshen brand, any manufacturer and brand, the outside world will be the head of the person or even a certain field and position of the trader, compared with their predecessors, former predecessors, it is normal.
Although there is no harm without contrast, there is really nothing more intuitive than "contrast" that can intuitively reflect the problem and explain the problem.
Of course, this "ratio" can be "horizontal comparison" (peer and peer), or "vertical comparison" (comparing yourself with yourself, comparing the current with the predecessor).
Only in terms of facts, combined with the actual situation and performance of the Fengshen brand in the past two years, the comparison between Li Jinnan and Yan Hongbin must be divided into two, and it is more scientific and reasonable to look at it in multiple dimensions.
First of all, it should be pointed out that the reasons for the poor performance of the Wind God in the first two years are many, and the ability to play a turnaround battle in 2021 is also caused by the combined effect of multiple factors.
Both contain both internal and external causes, so it is obviously unreasonable to simply and rudely attribute "success and failure" to a certain person.
Especially like Li Jinnan and Yan Hongbin, they are still only the heads of the marketing department, product research and development, service after-sales and other links, not within their control.
Li Jinnan's predecessor Yan Hongbin
In the end, the product is the ship, and the marketing is the sail. Just imagine, Yan Hongbin's marketing level is strong, if the research and development, technology, products and other brother combat units are not well matched and kept up, "smart women are difficult to cook without rice" Everything will be in vain.
03
After two years of accelerated adjustment and layout, Fengshen has basically completed the upgrade iteration of the product, whether it is an SUV or a sedan product line.
The styling design that young consumers value has also transitioned from the relatively moderate style in the past to the sharp sports style today.
Putting aside the changes at the product level, in terms of the marketing sector alone, the fengshen marketing style under Li Jinnan's helm has indeed changed a lot compared with Yan Hongbin.
It can even be said that it is "clear and distinct".
Combined with the author's observation, the most simple and intuitive point is that Li Jinnan, who comes from a male background in technical science and engineering and seems to be "dull", feels that he is obviously more "market-oriented and young" in terms of marketing play, leaving behind the existing "rules and regulations and constraints" of state-owned enterprises such as Dongfeng in the past.
Take the recent 2020 and 2021 as an example.
In addition to the live broadcast of "a bowl of hot dry noodles in the car market" at the beginning of 2020, Yan Hongbin is very innovative and creative, and the marketing communication of the Fengshen brand in the whole of 2020 can be remembered, and the probability that people can remember is still "handing hands with the national table tennis team", as well as the Yixuan "hunting and bending" event that closely links users.
Realistically speaking, the marketing of such large-scale sports events may have been OK in previous years, but in recent years, the dissemination of public opinion has shown that "in addition to political correctness, it is not flattering to spend money", which is too far away from the general public consumers and audiences.
Fengshen teamed up with the national table tennis team
Of course, Dongfeng is a central enterprise, and there is nothing to say about the national table tennis itself, but if your overall marketing communication is based on this "main line", there is a problem.
04
To Li Jinnan' here, the change in marketing communication strategy is obvious, how to keep pace with the times and how to play with the times without restraints.
Douyin short video Fire Wind God is crazy to this direction and field of investment, you can see that since the past 2021, with the Yixuan MAX, AX7 Mach version of the new car as an opportunity, basically put the vibrato on the big and small "net red" invited over and over again.
It is true that the crazy traffic harvesting in recent years, the "zoo series" Internet celebrities on platforms such as Douyin have also caused controversy, but spending money to invest in advertising in this field for marketing is theoretically closer to consumers than the sponsoring national table tennis.
Li Jinnan's video account Fengshen Polytechnic South
Putting aside the shackles of blindly "political correctness and tallness" and other ideas, the Fengshen brand marketing style under Li Jinnan's helm is simple and rude, how to have traffic and pay attention to what "fire", what to play.
Needless to say, Li Jinnan's marketing ideas have helped the Fengshen brand win more C-end traffic and attention.
To a great extent, the Yixuan family, which is represented by Yixuan MAX as the core and targets young consumers, can become a new "net red" in the sports car segment and a "hot model" model of the Fengshen brand in 2021, and the marketing end is indispensable.
Le Tease Observation:
If the Fengshen brand in Yan Hongbin's period has also tried its best to make certain attempts and breakthroughs in the direction of "rejuvenation" in marketing communication, then when it comes to Li Jinnan, the change is more bold and thorough.
If you continue to be conservative and continue to tie your hands and feet, the annual sales of Fengshen will continue to hover within 70,000 or 80,000 vehicles and 100,000 vehicles, which is undoubtedly a "warm boiled frog".
Since the times have changed, LanTu can break free from the shackles, unchain the chains and dance boldly, and the Fengshen brand naturally does not have to sit still.
Of course, the reason why Li Jinnan dares to play like this and can play like this, in a large sense, also stems from his long-term partiality to the "technology" plate to engage in technology, for most of the media predecessors and old wet people in the automotive circle, Yan Hongbin is a marketing veteran, and Li Jinnan is a marketing newcomer.
One of the greater advantages of the new than the "old" is that there are not so many concerns and sophistication.
It's just that the new and the old are always only relative, time is changing, can Li Jinnan still "stay" all the time?
Another point that cannot be ignored is that the sales base of Fengshen is still very small, with more than 100,000 vehicles, where to go.
In this regard, Zhu Yanfeng also said directly enough in the New Year message, Dongfeng Passenger Vehicle Company has not completely got out of the predicament, "Only by achieving 200,000 sales in 2022, can we straighten the waist bar in 2023!" ”
From 0 to 1 is a style of play, from 1 to 2 to N, the inherent style of play does not necessarily last well.
In 2021, Li Jinnan, who called himself "Fengshen Science and Engineering South" and "Nan Ge", can lead the Fengshen marketing team to continue to play brilliantly? Worth looking forward to.