Text | Jiangcheng lei less
Edit | Small balls
No matter how to do it before, whether it is conservative / flexible, the environment is good brand appeal is strong, marketing to the products that do not give strength are selling better and better every year, and the more it goes?
The environment has changed, the tide of industrial change has swept in, and all the rules and gameplay have to change √
"The boat to the middle of the wandering is more urgent", "in the uncertainty to find the certainty"...
These are all opinions and remarks that Zheng Chunkai is familiar with and often throws at the media.
Born from a male background in technology and engineering, he has taken over Dongfeng Honda for more than four years, and as the executive vice president and the number one of the Chinese side, he has steered the largest joint venture car company in Wuhan and has a strong momentum in recent years, and the burden and challenge on Zheng Chunkai's shoulders are self-evident.
01
Take over the high position, withstand the pressure and create a good result
At the end of 2017, Chen Binbo, a well-known marketing "cadre" in the industry, was transferred from the position of executive vice president of Higashimoto due to one kind of/one reason (public and non-public) reasons.
Zheng Chunkai, Executive Deputy General Manager of Dongfeng Honda
At that time, the public statement was to transfer back to the group, but with zheng Chunkai's formal baton and arrival at the post, Chen Binbo finally left Dongfeng to join Minshi as rumored by the outside world, which was considered to be a "smooth landing".
There is no doubt that Zheng Chunkai took over chen binbo on that time stall, and it was obvious that he had "picked up the cheap", after all, in the years when Chen Hangshuai was handsome, Dongben had been soaring all the way and the scenery was not unwanted;
But looking back, it is actually quite a bit of a high position to take the plate and carry a heavy cauldron on the back.
In fact, the years that followed proved it.
In Zheng Chunkai's own words, three years of "three robberies" and "almost can't get up.".
The first robbery, in January 2018, Zheng Chunkai's new official took office, his three fires have not yet had time to be released, Honda's "machine throttle" will be the east window incident to give him a "dismount", and the affected models are exactly the pillar products of Dongben - CR-V and Civic!
The second robbery, in 2019, it was difficult to calm down the "throttle", and the product lines including CR-V and Civic were back on track, and they encountered the national V. national VI switch that the industry generally faced.
The third disaster, in 2020, a sudden outbreak of the new crown epidemic, completely disrupted the rhythm of life of the people in Wuhan and even the whole country, and Dongfeng Honda, which was deep in the eye of the epidemic storm, once "shut down" the factory for dozens of days.
However, Kai Ge, who is tall and has strong ability to resist pressure, has been in dongfeng for twenty or thirty years in many business units and mouthline "hard work technology", and finally withstood the above tests.
Not only quickly adapting to the challenge and integrating into the new role, but also proving to the outside world with solid results -
The industry knows that Chen Binbo is famous and has strong ability, but I don't know that my hall "Zheng Million" is by no means a waste of time!
02
In the era of fuel vehicles, steady words should not be worried about selling first
In the view of Leju Automobile, the first three years of Zheng Chunkai's management of Dongben, the reason why he was able to repeatedly turn risks into opportunities, and continue to make steady progress and create good results under the "highlight" left by his predecessor, to a great extent, thanks to his technical dispatch, his personal personality and helm style are super stable.
Looking at this in the context of previous years, there is neither anything wrong nor blameworthy.
Dongfeng Honda XR-V welcomed millions of car owners delivered last year
A long time Honda Dafa in the Chinese market, whether it is the size or brand appeal, can not be said to be not well-known, the brand is hard enough CR-V, Civic, XR-V and other main products, are also in the market for a long time to test the hot goods.
So as long as Tomoto's trader is stable enough not to make a big negative event like "machine throttle", basically the product is not worried about selling.
In fact, in the past two or three years, the author alone has witnessed no small three or four relatives and friends around him, buying hot products including the above-mentioned Dongben.
The second is when the general environment is not good.
For example, in 2018, the Chinese car market has been surging all the way into the Nearly 30 years, suddenly came a sharp brake, the overall growth rate has taken a sharp turn under the pressure of industry competition, and the national economy has been disrupted by the epidemic from time to time in the past two years, and the consumption of large items, including automobiles, will be more stable and conservative.
Under such a background and premise, it is not a good thing that the company is too bold and radical, but it is a company like Dongfeng Honda that "takes the word first" in everything, which can respond to and resolve the crisis more calmly and smoothly.
So we see that from 2017, 2018, 2019, even in 2020, the impact of the epidemic, the overall sales volume of Dongben not only did not have major ups and downs and declines, but instead spiraled upwards steadily, and in 2020, it was quite valuable to do 850,000 vehicles.
Zheng Chunkai witnessed the 850,000 vehicles of Dongfeng Honda in 2020
However, with the passage of time, when the tide of industrial change of the "new four modernizations" with electrification and intelligence as the core intensifies, Dongben's obviously traditional, stable, and even more conservative system combat method is likely to face the risk of failure.
03
Electrification transformation, rules and gameplay must follow
A very direct signal, following a number of independent brands, and various new car-making forces surging up, including Volkswagen, Toyota, Honda, Mercedes-Benz, BMW, etc., almost all traditional car companies multinational giants, in the past two years have accelerated the pace of electrification transformation.
Taking Honda Honda as an example, following the previous years of successively launching sharp hybrids, "oil to electricity" pure electric, and PHEV plug-in hybrids and other products to "test the water", with the e:N brand as the strategic grasp, Honda officially launched an electrification counter-offensive in China from 2022.
Dongfeng Honda is the e:NS1 (guide price after subsidy 175,000-218,000 yuan) announced to be listed, and Guangqi Honda is the e:NP1 (Extreme 1) that has not yet been officially listed.
Although the technology is homologous and the products are highly consistent from the outside to the inside, with reference to the styles and marketing strategies of the two companies of Dongben and Guangben, the market prospects and fates of the next pair of "sister cars" may be roughly similar, but it is also very likely to be clearly distinguished.
Due to the length and other reasons, the product force analysis of these two cars is not elaborated here, and it is precisely based on the product force level that it is greatly determined that the two brothers may have a roughly similar market prospect.
Of course, the "appearance" of the vehicle is still quite good, called the most beautiful "Honda SUV", even if it is put on the overall market, Honda's electric Gemini products, the appearance value is undoubtedly online and can play.
Therefore, even if it is still "half oil to electricity" in essence, as long as the marketing is done well enough, the long board is infinitely enlarged, the short board is diluted as much as possible, and a wave of face value control users are attracted to pay for it, and even create a "net red" phenomenon-level product that costs the field, the probability is still there.
Just refer to some of the current signs and signs, it remains to be seen whether NP1 (Extreme 1) will make more radical and bold marketing and play;
On the East Side, at least from the preheating of the early last year to the current listing, the overall marketing style of visual inspection is not much different from the past.
Le Tease Observation:
To a large extent, this steady and conservative style is of course related to the Dongfeng Group and the central enterprise system of state-owned enterprises, and many constraints are not unrelated.
Especially in the past few years, under the storm of Dongfeng's vigorous anti-corruption, some joint venture plates such as Shenlong and Renault, which have been "weakened and even lost for a long time", have even turned out some old accounts of the past to the root of the matter, and once engaged in "people's trepidation"...
As an important joint venture unit also affiliated with the Dongfeng Group, it is not difficult to understand Dongfeng Honda's style and mentality of exercising restraint from top to bottom, and it is not difficult to understand that more is better than less.
To a smaller extent, whether the marketing style and playing style of a car company and a brand should be traditional or bold and innovative, in the final analysis, many times also depend on the marketing helmsman, mentality age and style preferences.
Still taking Dongben as an example, Zheng Chunkai, who was sent by the technical team, will not say anything, and Pan Jianxin, an important partner of Kai Ge and the one who dominates marketing, has always given the impression of a humble and humble "Confucian general" image.
All kinds of factors are superimposed, all of which are called e: NS1, a strategic product with great vane significance, pinch sweat!
Taking 10,000 steps back, everyone also knows that in the strong joint venture car companies such as Honda and Toyota, the most core things such as technology and products have never been decided by the Chinese side.
In fact, Honda's truly pure electrification platform and new products with more strategic value are expected to land in 2024.
Therefore, Toyota and Honda have been hesitant in the field of electrification so far, and the market sales and presence are far less than the fuel vehicle market, for these Chinese managers, "it is difficult for smart women to cook without rice", they have their own grievances.
However, on the basis of the existing conditions of the product, how to maximize the marketing efficiency, build on the strengths and avoid the shortcomings, I think will be a big test of the real marketing level and ability of many joint venture car companies, including Pan Jianxin.
Pan Jianxin, deputy general manager of Dongfeng Honda
No matter how to do it before, whether it is conservative / flexible, the environment is good brand appeal is strong, marketing to the products that do not give strength are selling better and better every year, and the more it goes?
The general environment has changed, the tide of industrial change has swept in, and the good days are full of ends, can it be done without change (to be continued).