Written by Wu Jing Niu Xiaojin
Editor/ Zhang Nan
Design / Shi Yuchao
A new product appearance with a sense of science and technology and a sense of science fiction once again refreshed the impression of the outside world on the wind god and even the east wind.
"Welcome to the 'Wind Star' Metaverse Community, in this cool and exciting space, I will solemnly introduce the first new car of the Wind Star Meta universe - Haoji!"
As cute as Haoji's intelligent housekeeper - Hao sister, netizens "very good" brush screen, among them, there are tiger brothers who have hosted hundreds of press conferences, and there is also Liu Guoliang, a famous coach of national table tennis.
On April 13, Dongfeng Company's newly developed DSMA platform first SUV and Dongfeng Mach Twin Engine's first SUV , Dongfeng Fengshen Haoji - were officially unveiled.
This is another strategic model independently developed by Dongfeng after Yixuan MAX, which not only shoulders the heavy responsibility of brand upwards, but also undertakes the mission of breaking the inherent pattern of mainstream SUVs.
From Haoji, we can clearly see the technological leap of Dongfeng Company and the innovation of Dongfeng Fengshen product level.
In addition to the beautiful and stunning shape and the power configuration of the leading competitors, the biggest highlight of haoji this time is that there is an empathetic car assistant Hao sister, giving the vehicle more temperature.
"Hao Sister" is a virtual character launched by Haoji, she is not only the housekeeper of Haoji intelligent car and machine, but also the housekeeper of Dongfeng Fengshenyuan Universe Community.
With the birth of "Hao Sister", Dongfeng Fengshen opened a marketing model co-created between a brand model and young users, which not only resonated with young users, but also enhanced the stickiness between young users and the brand.
This is also a microcosm of Dongfeng's move towards technology companies and user service enterprises.
This is also where Haoji can shout out that "it is very likely to be the terminator of compact SUVs".
At the same time that the monthly sales of Yixuan family products have exceeded 10,000 yuan many times and Mach power has become the mainstream of the car market, Dongfeng Fengshen is creating another "wonderful".
According to the latest data, Dongfeng Fengshen sold 15,711 vehicles in March 2022, an increase of 123% year-on-year, the best March in history; in the first quarter of 2022, Dongfeng Fengshen sold 45,889 vehicles, an increase of 165% year-on-year, surpassing the total sales volume in the first half of 2021 and setting a record best quarter.
Within Dongfeng, Dongfeng Fengshen has become the third sector after Dongfeng Nissan and Dongfeng Honda, and its sales contribution has become the first independent sector, playing the main force of Dongfeng.
From the perspective of the industry, the growth rate of Dongfeng Fengshen in the first quarter and the monthly red is second only to BYD among traditional car brands. The autonomous passenger car company, which will increase sales by more than 70% year-on-year in 2021 and achieve the challenge target of 120,000 units, will officially announce that it will target 200,000 units in 2022.
According to the growth rate of Dongfeng Fengshen in the past two years, this crazy goal is very likely to be achieved.
The god of the wind (AEOLUS), the god of the wind in ancient Greek mythology, is the English name of Dongfeng, which is an overseas brand launched by Dongfeng 50 years ago, the other side of Dongfeng, and the condensation of the Dongfeng spirit, which inherits and innovates the spirit of Dongfeng's hard work and sacrifice.
Give me up who I am
"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. ”
In the early morning of January 4, 2022, the first working day after New Year's Day, Zhu Yanfeng, chairman of the board of directors and secretary of the party committee of Dongfeng Company, led a team to visit Dongfeng Passenger Vehicle Company and conduct research.
In response, there was a shout in the marketing building of Dongfeng Passenger Vehicle Company that the sales target of 200,000 would be reached, and the morale of the scene was boosted: "We are confident that we will reach 200,000 vehicles in 2022!" Don't believe in the limit, fight 200,000! 200,000! 200,000! 200,000! ”
As Zhu Yanfeng said, in the past year, Dongfeng Fengshen vehicle formation is getting better and better, the system is getting stronger and stronger, and confidence has been established, but 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." ”
In the eyes of the outside world, the change of Dongfeng Fengshen is inseparable from the boldness of the leaders of Dongfeng Company and the determination to do a good job of Dongfeng's own brand.
A year ago, on February 8, 2021, Zhu Yanfeng and You Zheng, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Company, and their party went to Dongfeng Passenger Vehicle Company to investigate and comfort and unveil the newly built Dongfeng Fengshen Engine Exhibition Hall. The engine, then called the C15TDR and named Mach-Powered on the eve of the Shanghai Auto Show, reached an industry-leading level in comprehensive performance.
When communicating with employees, Zhu Yanfeng said that the C15TDR engine is a passenger car engine developed by Dongfeng Company, the most important breakthrough project during the "Thirteenth Five-Year Plan" period, and also forged a group of excellent engine research and development and manufacturing teams, and it is necessary to have confidence in their own products.
"We must not fail in our mission, work hard, create an excellent power brand of Dongfeng and the industry, one heart, fight together, and win." After listening to Zhu Yanfeng's speech, the front-line employees of the engine assembly workshop of Dongfeng Passenger Vehicle Company responded in unison.
"I hope that everyone will have the courage to dedicate and overcome all difficulties with firm faith." This year, we must not only fight together, but also win and laugh together. In the marketing building of Dongfeng Passenger Vehicle Company, Zhu Yanfeng encouraged all marketing soldiers to grow upwards and strive to achieve sales targets.
At the research forum, Zhu Yanfeng stressed that in the critical period of breakthrough in career development, all employees of Dongfeng Fengshen should carry forward the spirit of hard struggle and dedication, in order to sacrifice their own arrogance, strengthen their convictions, accelerate reform, and accelerate innovation.
Soon, the system mechanism and salary reform plan of Dongfeng Passenger Vehicle Company were introduced at the same time as the organizational reform of Dongfeng Company's technology center, and it was lightly loaded and strived for the goal of 120,000 vehicles. This has injected vitality into the development of Dongfeng Fengshen in terms of system, mechanism, incentive, technology, products, etc., and also opened up the integration of Dongfeng Fengshen's production and research.
Put on a woolen hat
This is a life-or-death decision that does not leave a way out for yourself.
On March 4, 2021, at the dongfeng passenger car company cadre conference, Yang Qing, director, general manager and deputy secretary of the party committee of Dongfeng Motor Group Co., Ltd., clarified the target tasks of Dongfeng Passenger Vehicle Company in 2021 as "three musts": it is necessary to achieve the sales target of 120,000 vehicles, it is necessary to build a system capacity to support the goal of 200,000 vehicles in 2022, and it is necessary to reduce costs in all aspects.
What was the appearance of Dongfeng passenger cars at that time?
In February 2021, Dongfeng Fengshen's terminal delivery volume for the month was 4246 units, an increase of 378.2% year-on-year, and the cumulative sales of 13928 vehicles from January to February, an increase of 18.2% year-on-year.
Compared to the past three years, this is a rare opening. According to the data of the Association, in 2020, Dongfeng Fengshen sold 70,013 vehicles, down 9.2% year-on-year.
Although there has been some progress, it has not reached the point where it can be complacent.
On this basis, to complete the target of 120,000 vehicles, Dongfeng Fengshen must achieve a year-on-year growth of more than 71% in 2021.
At that time, the domestic automobile market has already entered the Red Sea era, the fight between major car companies is more intense, the epidemic continues to repeat, and then superimposed on the lack of core and the decline of sales in recent years and other practical factors, in the eyes of the outside world, to complete such a goal, it is almost impossible.
This is also the most powerful basis for the outside world to question the target of 120,000 vehicles proposed by Yang Qing.
At the scene of this conference, Yang Qing directly put on his "hat", and he said bluntly to all the participants at the scene, "If Dongfeng Passenger Car Company does not do well this year, I have just appointed the general manager position for one week, and I don't want it." That's my attitude. ”
At this time, Yang Qing had just taken up his new post for 8 days. Eight days ago, on February 25, 2021, Yang Qing was appointed as the director, general manager and deputy secretary of the party committee of Dongfeng Motor Group Co., Ltd.
According to Dongfeng's "Notice on Adjusting the Division of Labor of the Company's Leaders", in addition to Being responsible for the overall daily operation of Dongfeng Company, Yang Qing has only one subordinate public institution in charge, that is, Dongfeng Passenger Vehicle Company.
Undoubtedly, the Dongfeng Fengshen has been pushed to the spotlight of Dongfeng and the big stage of the industry for the first time in history.
At this loud and loud meeting, Ding Shaobin, general manager of Dongfeng Passenger Vehicle Company, and other leading groups signed military orders one by one, "If you are unsuccessful, you will become a ren."
On the eve of the Shanghai Auto Show two months later, on April 17, Dongfeng Company held the 2021 Dongfeng Motor Brand Spring Festival at the Shanghai 1862 Fashion Art Center with the theme of "Oriental Wind Rise".
Adhering to the corporate mission of "let the car drive the dream", under the brand value concept of "quality, wisdom and harmony", the "Oriental Wind Rise" plan was officially launched.
The "leap action" of scientific and technological innovation is for new energy and intelligent driving, a series of strategic cooperation to build a future automobile ecology, and the planning of the "14th Five-Year Plan" strategic action to promote Dongfeng to accelerate its transformation into a technology-based enterprise, open a new era of innovation transformation and development, and inject surging momentum into the rise of Dongfeng Fengshen.
Two days later, at the Shanghai Auto Show, The World Premiere of the Wind God Yixuan MAX, which represents the autonomy and vitality of Dongfeng Company.
No one would have thought that this global debut of Yixuan MAX and Mach Power, both of which started and the golden combination, became the fresh force of the Wind God to challenge 120,000 vehicles.
"In the first half of 2021, no one around me thought [Dongfeng Fengshen] could accomplish his goal." Auto Business Review asked a Dongfeng insider how he saw the change in Fengshen, and he sighed.
The next sentence of this sentence is, "When the truth is completed, everyone's attitude has changed from doubt to admiration." ”
In 2021, Dongfeng Fengshen sold 121,570 vehicles, an increase of 73% year-on-year, not only outperforming the market but also far exceeding the expectations of the outside world, and successfully achieving a goal that is almost impossible to achieve in the eyes of the vast majority of people.
"As soon as the target of 200,000 vehicles came out this year, despite the doubts, based on last year's results, everyone still felt that they could be completed by rushing hard." said the above-mentioned person.
If you use "standing on the track" to describe the performance of this independent car company, it is indeed too early. But you have to admit that in the charge towards a seemingly insurmountable goal, the Dongfeng Wind God has fully refreshed itself, which is not the same as the past, and constantly creates "extreme possibilities".
The soul asks five questions
In Wuhan in April, a green place, the spring breeze blowing, refreshing the heart.
On the way to the canteen by Dongfeng Fengshen employees, there is a small lawn with 16 big characters standing on it: "Customer first, take the initiative to benchmark, continuous improvement, and efficient work."
At the beginning of 2022, at the initiative of Ding Shaobin, general manager and party secretary of Dongfeng Passenger Vehicle Company, these big characters were placed in a prominent position in the middle of the grass, and employees came and went every day, and these 16 big characters were almost difficult to ignore by their eyes.
Talking about the original intention of doing this, Ding Shaobin frankly said, "In fact, I hope that the company can strengthen customer awareness, grasp the rhythm through benchmarking, and create an efficient and improved culture." ”
This is the self-warning of the Wind God People.
The automotive market is facing major changes unprecedented in a century, and customer needs are constantly changing. Taking customer needs as "unchanged" and responding to the "ever-changing" market is always the key to success.
"Who are my customers, where are my customers, what my customers need, what can I do for customers, what can I do for customers", this is Zhu Yanfeng has proposed the customer "5W" on various occasions many times, he aims to further inspire Dongfeng people to change market thinking and value orientation, meet customer needs, and create customer value.
This "customer-centric" "5W" has become the consensus and action of all business units of Dongfeng Company, such as Fengshen, Lantu and Shenlong.
If in 2021, Dongfeng Fengshen solves the problem of confidence, in 2022, Dongfeng Fengshen mainly solves the problem of system strength.
The so-called system strength is mainly to build a customer-centric institutional mechanism and system capabilities, and a customer-centric organizational structure, process system and resource guarantee system. In short, all work orientation revolves around the customer, with "creating value for the customer" as the starting point.
In this context, Dongfeng Fengshen began to propose to strengthen the direct customer connection channel, and the manufacturer took the lead in building a full-cycle direct connection matrix for customers, improving the operation ability of dealers and customers, building a full-value chain customer management, and creating a win-win relationship around the customer-centric "B-b-C".
In 2022, Dongfeng Fengshen officially promoted the 2.0 of marketing reform.
On the marketing culture wall on the aisle of the dongfeng passenger car company's marketing building, it can be found that the customer and the manufacturer position that were originally in the lower right corner of the entire triangle are interchangeable, and the customer is really in the top center position. From this detail, it can also be seen that at the level of enterprise consciousness, the "user thinking" of Dongfeng Fengshen has entered the mind.
Focusing on customer lifecycle touchpoints, Dongfeng Fengshen will open up and integrate the digital direct connection platform between brands and customers from 2021, including digital channels such as official websites, e-commerce mini programs, service accounts and car owners' APP.
With the arrival of Haoji, the Dongfeng Wind God "Wind Star" Meta-Universe Community Virtual Experience Space was also officially announced.
This is a new digital experience space created by Dongfeng Fengshen for users, where each owner will have a digital identity and personal space, and can DIY choose dress and appearance to obtain an exclusive personal image.
Dongfeng Fengshen is creating a new type of user relationship with users to build brands, create value, grow together and share benefits.
From a "Car Market Insight Report for Prospective College Graduates" released in March 2022, it can be seen that in 2021, the "youth car market penetration rate" of Dongfeng Fengshen quasi-college graduates exceeded 85%, ranking fourth among a number of independent brands.
Dongfeng Fengshen redefines customers, insights into customers, and discovers the phased results of customers, which can be seen.
Change is silent
After more than 20 years of triple-digit, double-digit and single-digit growth, China's auto market has already begun to grow slightly from 2011 to negative growth for three consecutive years in 2018.
The upgrading of demand, the downturn of the economy, and the treacherous and rapidly changing market force Dongfeng Company to launch a new round of endogenous change.
The reform first began with the headquarters of Dongfeng Company. On January 1, 2019, the directors of various functional departments of Dongfeng Headquarters "became" managers, and were selected and hired in a market-oriented manner. Dongfeng's cadre management has truly shifted from "identity management" to "post management".
Since then, breaking the "iron rice bowl" and taking the "iron chair", Dongfeng has selected and appointed senior executives based on ability and performance. This "new wind" also began to spread from top to bottom.
Specific to Dongfeng Passenger Vehicle Company, the overall idea of its personnel reform is the market-oriented "selection and employment + salary mechanism", optimizing the personnel structure, stimulating team vitality and combat effectiveness, and empowering the cause.
In terms of salary mechanism, we will closely focus on corporate strategy and build a strategic diversification incentive mechanism based on strivers.
The marketing headquarters on the cusp of the storm is highly motivated, high-pressure and high-elimination for front-line soldiers.
The military order in 2021 has long been fulfilled, and 3 sales regional directors have outstanding performance, heavy awards, and annual salaries of one million yuan. At the same time, the performance is not up to standard, eliminated, 5 at a time.
8 sales regional directors, 3 heavy prizes to get sky-high wages, 5 were taken off the class.
Such a reward and punishment that "makes people red and makes people beat their hearts" is unprecedented in the history of Dongfeng Fengshen. This is only a wave of Dongfeng Company's "personnel can go in and out, cadres can go up and down, and income can increase and decrease".
Taking the sales regional director of Dongfeng Fengshen as an example, he must be able to "go down" to be the general manager of the dealership. If you can't be the general manager of the dealership, you can't guide the dealer. Therefore, the regional director must at least have the ability to be in the dealership. This is the new requirement of the Dongfeng Fengshen.
In response to market changes, the frequency of meetings of the Dongfeng Passenger Vehicle Strategic Steering Committee at the group level of Dongfeng Company has also been adjusted from the past six-month discussion to quarterly or even January-one discussion.
This strategic steering committee, which is equivalent to the board of directors of Dongfeng Passenger Vehicle Company, includes all members of Dongfeng's senior leaders, as well as the leaders of some core functional departments. The chairman or general manager will take the functional departments of the headquarters and related BUOs, including import and export companies, to support the business of Fengshen to jointly help Fengshen solve some problems and guide and guide Fengshen.
It is foreseeable that dongfeng's changes in various fields will be further accelerated in the future.
"I don't believe that there are tasks that cannot be completed, I do not believe that there are difficulties that cannot be overcome, and I do not believe that there are enemies that cannot be defeated." This is a sentence on the cultural wall on the second floor of the office of Dongfeng Passenger Vehicle Company.
You can understand why the Dongfeng Fengshen can achieve the best results in history in the most difficult market context, and it is precisely this "disbelief" that makes the outside world really begin to "believe" in the Fengshen, believe in the Yixuan family, believe in Mach power, and then believe in Haoji, and also believe in the various "extreme possibilities" of dongfeng fengshen.
And Haoji is most likely a star model in the Dongfeng Fengshen and autonomous passenger car markets.
Just as Dongfeng reform must have a revolutionary spirit and do business hard, from the past "hard work" to the current "hard work", it is the 15-year-old Dongfeng Wind God, embracing the spirit of revolution and desperation, integrating the wisdom of Dongfeng, and continuing to fight on the road.
They are using their renewed spirit and unbelieving market results to write the mighty east wind and compose the style of the times.
This article was originally produced by Automotive Business Review
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