From January to February 2022, Dongfeng Peugeot's cumulative sales increased by 43% year-on-year, continuing the strong upward momentum of 51,056 cumulative sales in 2021, an increase of 74% year-on-year.
According to the data of the Association of Passenger Vehicles, in 2021, the sales volume of China's passenger car market increased by 6.25% year-on-year, and the new energy market accelerated its expansion, with a market share of 8.1% year-on-year, continuously encroaching on the fuel vehicle market. At the same time, joint venture brands have also continued to suffer squeezes, with market share falling from 50.1% in 2020 to 43.69% in 2021. In such a severe situation, Dongfeng Peugeot has achieved continuous sales growth, and such a "report card" is enough to be called excellent.
For Dongfeng Peugeot, the past year has been a year of change: undertaking Peugeot's global brand positioning, releasing the new lion strategy, fully opening the brand upwards, unswervingly implementing the transformation to "customer-centric", increasing innovation in product launch, new retail, brand marketing, etc., continuously strengthening direct interaction with users, enhancing customer value, and finally mastering the initiative again in market changes.
In terms of product launch, since April last year, Dongfeng Peugeot has successively launched the "New French Best SUV - New 4008", "New French Flagship SUV - New 5008", "New French Driving Control Flagship - 508L 2022", "2008 THE ONE - French TrendY SUV", four new cars and "Great Quality Life Car - 408" combined forces, in 5 clearly positioned market segments, to meet the needs of fans and consumers of all kinds of French cars.
It is understood that when planning new cars, Dongfeng Peugeot will pay attention to the high-level configuration of users and high-frequency use for the main sales level models, so that the new car is equipped without price increases.
When Dongfeng Peugeot released the new 4008 and the new 5008, the main model underwent a maximum of 20 upgrades. The 508L 2022 model listed at the end of August last year, considering that most customers have a strong demand for large screens and technology configurations, Dongfeng Peugeot put the 10-inch central control touch screen as the standard of the 508L 2022 model, and equipped with the ADAS intelligent driving assistance system on the 508L 2022 model, consolidating the positioning of the "new French driving control flagship".
At the level of new retail innovation, in order to meet the needs of customers in China's auto retail market, Dongfeng Peugeot launched the direct sales model for the first time, and took the lead in applying it to the "2008 THEONE" and "New 4008 Creative Edition" models.
Consumers can directly book online and off through the official Mini Program of Dongfeng Peugeot "Dongfeng Peugeot Lion King Alliance" and choose the nearest outlet to pick up the car offline. In the blank market not covered by the Dongfeng Peugeot network, consumers can also order cars directly from manufacturers. This price-transparent, simple and convenient way of buying a car has won the favor of many young users and further expanded the market coverage of Dongfeng Peugeot.
This year, in response to the "2008 THEONE" potential users' calls for some practical functions, such as parking assistance, electric folding mirrors, etc., East Peugeot launched the 1314 yuan "THE ONE Fashion Optional Package" on February 14, Valentine's Day, which included 180 ° visual parking assistance, electric folding belt heated exterior mirrors, four-door one-key lift window with anti-pinch function, and received 61 online orders on the same day.
At the brand marketing level, in 2021, Dongfeng Peugeot unswervingly implemented the transformation to "user-centric" and carried out a series of "user co-creation" activities, including a small designer who co-created the Peugeot brand image, a new French journey to create a "high-quality fun of life", and a co-creation special edition model that meets the personalized needs of customers - the new 4008 Chuangxiang Edition.
On the occasion of the release of the 508L 2022 model, Dongfeng Peugeot deeply interacted with users and played with new media together, and launched the 508L 2022 model #Understand My God Operation # Douyin Challenge at the same time as the listing of live broadcasts, which received 1.6 billion plays. During the Singles Day period, "Peugeot 211th Anniversary, Surprise Presentation - New French LIVE Live" won nearly one million likes. Year-end Fashion Topics #FIND THE ONE Only Tide Unchanged # Weibo Interaction attracted 220 million readers and 21,000 discussions peugeot festival #Peugeot My New Year's flavor # Short video marketing competition, which received more than 30 million plays, comprehensively enhancing the interaction and perception between users and brands.
In addition, in 2021, Dongfeng Peugeot also invested 100 million points to launch the "Points Bank" for the rights and interests of Peugeot fans and car owners (referred to as "Lion Powder"), and established a "Lion Powder Committee" to allow riders to deeply participate in the development of the Dongfeng Peugeot brand. The data shows that as of the end of February, the "Lion King Alliance Mini Program" retained 1.25 million user resources, the number of registrations has exceeded 250,000, and the daily active life is nearly 10,000.
Dongfeng Peugeot General Manager Luo Ming said at the "2022 Dongfeng Peugeot Dealer Conference" that "transformation" is the general direction of Dongfeng Peugeot, in 2022, Dongfeng Peugeot will undertake Peugeot's global brand positioning with the support of Chinese and French shareholders, further enhance the brand image, accelerate the launch of new models (including the first new Lion Biao model), accelerate brand upwards, accelerate network optimization, accelerate user operation transformation, continue to create value for users, enhance user experience, and better serve the majority of "lion fans". Fans of French cars and Chinese consumers.