In the era of user branding, how to change Dongfeng Fengxing
Author | Shen Tianxiang
Edit | Jane
Produced by | Bangning Studio (gbngzs)
A "yacht" slowly pulls out of a yacht.
On the evening of April 15, 2022, on a yacht on the Pearl River in Guangzhou, the lights were gorgeous and the music was melodious. A 7-seat family car carrying Zeng Qinglin, general manager of dongfeng Liuzhou Automobile Co., Ltd.'s passenger car sales company, came to the crowd along a sparkling waterway on the yacht.
The name of this 7-seat family car is yacht. At the Guangzhou Auto Show last year, after Dongfeng Fengxing officially announced the yacht, the name of the new car immediately came out of the circle, causing market attention. Zeng Qinglin also personally appeared on camera, starring in the car circle version of the "Infernal Affairs" suspense blockbuster, using innovative marketing to create momentum for the car.
This new car is named Fengxing Yacht, not because Dongfeng Fengxing is deliberately hyping, but because it has the five major product forces of "yacht class" - exquisite light luxury aesthetic design, driving comfort, flexible and changeable space, and excellent power performance and intelligent safety.
Fengxing Yacht is a blockbuster product of Dongfeng Fengxing entering the "mainstream 7-seat family car" market. Fengxing hopes that through the product strength of this car, it will be separated from traditional family cars - Fengxing Yacht has both the comfortable space that MPV should have, and the personality and control style of cars and SUVs.
Fengxing Yacht is also a blockbuster 7-seater family car launched by dongfeng Fengxing brand after the renewal. On June 10 last year, Dongfeng Fengxing announced the brand renewal and released the strategic plan of "Riding the Wind Plan" to open the era of user branding. The Fengxing Yacht is a product built around the needs of users as the core, and is an important step of the "Wind Plan".
On the evening of April 15th, Dongfeng Fengxing took "Tian Liang's Yacht Party" as the theme, showing the driving life advocated by Fengxing Yacht. "Fengxing Yacht shoulders the mission of bringing high-quality life to users and undertakes the important task of Dongfeng Fengxing entering the home market. It will lead The Chinese family to enter a new era of travel with the responsibility and responsibility of Chinese brands and light luxury experience. Zeng Qinglin said at the scene.
The windy yacht is riding the east wind of the new automobile era.
01.
Respond to every era
Dongfeng Fengxing has always been a brand that closely follows the times and insists on building cars for ordinary people.
22 years ago, Dongfeng Liuqi, which started as a commercial vehicle, pioneered the passenger car business and created the first independent MPV in China- Lingzhi, and Dongfeng Fengxing was born at the same time. Soon, with practicality and cost performance, Dongfeng Fengxing laid the position of domestic MPV manufacturing expert.
Since then, the consumer market has changed sharply, and Dongfeng Fengxing has carried out strategic transformation in a timely manner to further expand market segments. In 2007, the first family hatchback, Fengxing Jingyi, was listed, sounding the clarion call for Dongfeng Fengxing to enter the family car market. Since then, Dongfeng Liuqi has made two-way efforts in the business and family car markets.
With the best-selling MPV and the SUV models that have been on the market, Dongfeng has become popular all the way. In 2016, it ushered in a highlight moment - Dongfeng Liuqi's annual sales set a record of 302,900 vehicles, of which the Fengxing brand was 261,300 vehicles; the company's sales exceeded the 300,000-vehicle mark, and the sales revenue exceeded 22 billion yuan.
Subsequently, China's auto market bid farewell to the era of barbaric growth, consumption upgrades continued to change the market pattern, new players appeared on the scene, and a new round of shuffling was on the string... Dongfeng Fengxing is also facing unprecedented market pressure.
Under the pressure, Dongfeng Fengxing resolutely adheres to the upward quality and brand upward. In 2021, under the strategic guidance of Dongfeng Company, Dongfeng Fengxing once again ushered in a major turning point.
On April 17 last year, Dongfeng Company released the "Oriental Wind Rising Plan". Under this strategy, dongfeng fengxing's primary task is to find a differentiated development direction to meet the diverse choices of segmented customers.
Two months later, on June 10, Dongfeng Fengxing launched a brand renewal and released the "Ride the Wind Plan", evolving from a "traditional automotive hardware manufacturer" to a "professional travel service leader close to users". As a result, Xinfengxing opened the "era of user branding", taking the user as the center and carrying out value renewal and upgrading.
The brand renewal was based on Dongfeng's "Oriental Wind Rising Plan". On the basis of sharing Dongfeng Group's technology, platform, resources, etc., Dongfeng Fengxing has continuously improved its own development system and opened up the road of brand differentiation development - in fact, within Dongfeng Fengxing, this route has been brewing for two years.
The latest unveiled new car, Fengxing Yacht, is Dongfeng Fengxing's response to the user brand era and the best proof of its market insight.
02.
A grand reform
On the Fengxing Yacht, hangs the new logo of Dongfeng Fengxing - Jinshi Biao, which is the most intuitive change of its brand renewal.
Prior to this, Dongfeng Fengxing and other companies in Dongfeng's autonomous sectors were consistent, and all adopted a unified "double flying swallow" logo. In order to create brand differentiation, Dongfeng Fengxing changed the "Jin Lion Logo", using a shield shape, and a male lion who turned around and roared and was ready to attack was in the center.
The official explanation is that the lion image represents self-confidence, fearlessness, courage and courage, bringing users passion to drive; the shield conveys the concept of protecting users' safe travel, and at the same time, it means a younger, more energetic and more fashionable brand image.
Behind the "Jinshi Biao" is a systematic change, from technology, products, quality to brand, marketing, service all-round renewal.
Renewal focuses on 3 cores.
First, technology. Dongfeng Fengxing built a super cubic EMA architecture to achieve modular car manufacturing. It is suitable for a variety of models such as cars, SUVs, and MPVs, as well as fuel, HEV, PHEV, EV and other power, and has a "5+1" module for power, chassis, body, battery, electrical architecture, and cockpit system.
The advantage of architecture car manufacturing is that it can realize the reasonable parallel development of the architecture platform and the model, shorten the development cycle, respond to the needs of product iteration and upgrading faster, and reduce the cost of key assemblies and improve the price ratio of the whole vehicle through generalized large-scale applications - this is a philosophy of reducing costs and improving product price ratios that automakers think out with time and scale.
Nowadays, whether it is luxury, joint venture or Chinese brand, major car companies have begun to compete in modular car manufacturing. Taking the traditional fuel vehicle modular car as an example, the well-known platforms such as Volkswagen MQB, Toyota TNGA, geely CMA, etc., are all platforms under the module architecture.
Second, quality. Dongfeng Fengxing carries out the fengxing quality charm action, takes the user value as the guide, and creates a quality assurance control system.
In terms of quality, the reliability and quality of the whole vehicle are synchronized with the mainstream joint venture brands to create high-quality products with 3mis ≤1%. In terms of quality control, we adhere to the two major safety shields, as well as 4 major user value orientation + 4 major quality control actions to improve.
Each of these actions is tedious.
Taking the parts procurement process as an example, Dongfeng Fengxing selects international cutting-edge parts suppliers, such as Mitsubishi, MANGA Magna, United Automotive Electronics Co., Ltd. (UAES), Tencent Smart Travel, etc., to cooperate with them, and through supplier consistency monitoring and upgrading, scale supplier flight monitoring and other measures to ensure that products can be equipped with first-class parts.
Third, service. After the brand was renewed, Dongfeng Fengxing launched the "Fengxing Service Plan". The plan starts from the aspects of quality assurance, care services, value-added services, and member rights and interests, covering the whole life cycle of car purchase and car use. Under the demand of intelligence and digitalization, Dongfeng Fengxing's services are more personalized...
These are the embodiment of Dongfeng Fengxing's active embrace of market changes, and are strategic measures for the differentiated development of its own brands and the provision of more accurate services for consumers. Through these initiatives, Dongfeng Fengxing is one step closer to the transformation goal of "a leader in professional mobility services close to users".
03.
Take the differentiated route
As a blockbuster 7-seat family car product after the brand renewal, Fengxing Yacht has fully landed the brand renewal action requirements and plans.
From the perspective of product positioning, the fengxing yacht itself has differentiated characteristics. It is not only comfortable in space, but also takes into account the appearance and driving sense, which not only meets the practical needs of the whole family, but also meets the quality requirements of driving and sitting comfortably.
In the past, high-end MPV had a sense of luxury and quality, and low-cost MPV often only had commercial attributes and did not meet the needs of home use. "The price of buying a car like GL8 and Xena is too high, but the image of 70,000 or 80,000 yuan MPV is too low." A consumer who wanted to buy an MPV said, "In the past, it was impossible to buy a quality, cheap home MPV. ”
Inflexible driving, poor passability, low frequency of use, higher cost, etc., are the concerns of many consumers when buying MPVs - Fengxing Yacht has insight into these pain points of family car users.
From the most fundamental comfort point of view, the popular yacht reflects the user-centered humanization everywhere. For example, the high-touch NAPPA leather zero-pressure seat, its texture is delicate and soft, breathable, and the ergonomic wrapping design creates a "zero gravity" luxury sitting feeling.
For example, the main driving position of the 10-way electric adjustment function, in addition to the heating and ventilation functions, also has a massage function with 5 modes and 8 massage points. Another example is the 43 storage spaces, each seat is designed next to the convenient storage space and charging interface, the second row of seats is also equipped with a separate luxury folding small table...
In terms of space, Fengxing Yacht embodies the brand value of "smart space, enjoy what you think". Under the super cubic EMA platform architecture, Fengxing Yacht subverts the previous 7-seater space layout: the first and second rows of seats can open the reclining mode; the third row can be fully flat and 4/6 reclined, bringing practical trunk expansion and loading space.
Since its birth, the Fengxing brand has rooted the "big space" in product expression and product scenario layout. Over time, "big space" has become a label for popular products. On this basis, Fengxing Yacht has further extended and developed in terms of space.
It's getting smarter. Through flexible seat design and space design, Fengxing Yacht makes the interior environment more diverse. Through intelligent interconnection and humanized technology configuration, the distance between people and the car is more intimate, making travel life more convenient.
On the windy yacht, users can open up a variety of life travel scenarios: the first two rows of lying space, whether it is park camping or long-distance rest, can get a comfortable rest space. The second row of small tables opens so you can work in the car anytime, anywhere. After the third row of seats is reclined, it can expand the oversized storage space and even transform into a children's playground...
In terms of design, Fengxing Yachts get rid of the traditional boxy shape of MPV and have a youthful and stylish style of cars and SUVs. In terms of power control, Fengxing Yacht is also not inferior to cars and SUVs - Mitsubishi 1.5TD turbocharged engine + Magna Global Top Ten Gearbox gold power combination, L2 + intelligent driving assistance system, so that it has a better driving feeling, but also has a 100 km 6.6L ~ 6.8L ultra-low fuel consumption...
In addition, the 10.25-inch smart dual screen allows the driving information to be seen at a glance. Future Link4.0 Zhilian system relies on tencent TAI3.0's three core products to bring high-quality and comprehensive in-vehicle interconnection ecological resources.
The differences between Fengxing Yacht and previous MPV models are Dongfeng Fengxing's insight into the market and the ability of the super cubic EMA architecture.
Entering a new stage of development, Dongfeng Fengxing is showing users a young, energetic and high-quality brand image of Xinfengxing.
Those products that shine like a yacht are riding the wind.