Dongfeng Peugeot has just released the latest sales data: the cumulative sales volume in January and February 2022 increased by 43% year-on-year, achieving a good start to the New Year. Among them, the sales of the main models all-new 4008, the new 5008, the 2008 THE ONE, the 508L 2022 model, and the 408 have steadily increased.
Luo Ming, general manager of Dongfeng Peugeot, said at the "2022 Dongfeng Peugeot Dealer Conference" that the pillar supporting the continuous upward sales volume is the practice of "customer-centric" in the whole value chain of Dongfeng Peugeot, focusing on user needs, creating value for users from multiple dimensions of products, services and brands, and comprehensively improving the user experience.
Co-create products to meet the needs of users
In January, Dongfeng Peugeot's new 4008 Chuangxiang Edition was officially launched, and the new car added iceberg blue body color and was equipped with red leather sports seats, further meeting the personalized needs of Peugeot fans and car owners (referred to as "lion powder") and intended customers, and fully opening the era of user-defined products.
In order to meet the needs of customers in China's auto retail market, the new 4008 Chuangxiang Edition adopts a direct sales model, the official direct price is 167,700 yuan, customers can directly book online through the official mini program "Dongfeng Peugeot Lion King Alliance", and choose the nearest outlet to pick up the car offline. In the blank market not covered by Dongfeng Peugeot Network, customers can 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.
In February, another direct-selling model of Dongfeng Peugeot, the 2008 THE ONE, also performed well. In response to the user's call for some practical functions and configurations, Dongfeng Peugeot launched the 1314 yuan "THE ONE Fashion Product Optional Package" on February 14, Valentine's Day, which included 180 ° visual parking assistance, electric folding with heated exterior mirrors, four-door one-key lifting window with anti-pinch function, and received 61 online orders on the same day.
On February 25, the "Peugeot National Partner" recruitment campaign was also officially launched, which was mainly for a new generation of 2008 and 4008 creators, inviting car owners to participate in providing test drive referrals and winning cash red envelopes. Mobilize the enthusiasm of car owners to the greatest extent, solve the problem of test driving in blank areas, help new retail business with user resources, and provide assistance for new retail in white areas.
Benchmarking service, win the trust of users
In order to allow users to continue to enjoy high-quality services during the Spring Festival, Dongfeng Peugeot launched a number of heart-warming services from January to February, including "Wanshi Ruyi New Car Delivery Ceremony"; prepared "Snack Gift Pack" and "Wanshi Ruyi Fu Bag" for local New Year customers; national 4S stores are not closed during the Spring Festival; set up service sites in 43 high-speed service areas, and provide unlimited brand free care services during the Spring Festival.
Marketing shifts, user-centric
In 2022, Dongfeng Peugeot continued to transform into "customer-centric", and launched a series of "Peugeot My New Year's Flavor" activities in January and February, including "Wanshi Ruyi New Year Goods Festival", "Peugeot My Chinese New Year's Eve Meal", "Heartbeat to Reunion - Warm Way Home", The Second Season of the New Year Short Video Marketing Competition, etc., with a "new French" sense of ceremony, strengthen direct interaction with users, and enhance user brand participation and satisfaction.
Next, with the support of Chinese and French shareholders, Dongfeng Peugeot will undertake global brand positioning, further enhance brand image, accelerate the launch of new models (including the first new lion label model), accelerate brand upwards, accelerate network optimization, accelerate the transformation of user operations, continue to create value for users, enhance user experience, achieve comprehensive brand rejuvenation, and better serve the majority of "lion fans", French car fans and Chinese consumers.