On December 26, Dongfeng Nissan’s 8 millionth vehicle off-line ceremony was held at the Huadu Second Plant. More than 100 media reporters and car owners representatives entered the factory and witnessed the car slowly exiting.
Zhou Xianpeng, deputy general manager of Dongfeng Nissan, said at the off-line ceremony: "Dongfeng Nissan's business philosophy has always been transformed with China's economic development and the upgrading of the automobile industry. It insists on exploring the development trend of the industry with a forward-looking vision and advances the future development direction. Layout. In the past 13 years, Dongfeng Nissan has been operating steadily and developing with care, and has ushered in the eighth million vehicles.
Dongfeng Nissan has developed very rapidly in the scale of production and sales. It is a typical representative car company that has seized the opportunity of development in the “car golden age†in the past decade. Development concepts and model innovations are at the forefront of the industry and are the benchmark for many car companies to learn.
With the 8 millionth vehicle off the assembly line, Dongfeng Nissan completed its 2016 sales target ahead of schedule. As of December 25, the annual sales volume reached 1.1 million units, an increase of 13% over the same period last year, and once again steadily surpassed one million.
In the beginning of the new phase of Dongfeng Nissan's definition in 2017, after long-term thinking, many ideas and ideas will start to be implemented. After the 8 million downline activities, the management explained the development strategy of the next stage.
Dongfeng Nissan thinks very clearly that in the future, the Chinese auto market will no longer be a market that fights simple marketing, but fights brands and fights against trends. The sales scale must be based on a long-term mechanism. This time, Dongfeng Nissan went ahead of most car companies.
Comprehensive upgrade system capability
After the annual sales volume of Dongfeng Nissan exceeded 1 million vehicles last year, under the new automobile market conditions and consumption trends, it began to look for new driving forces for development. Brand marketing, customer satisfaction, and channel health were put on the table as a strategic development focus. .
The brand conforms to the times and continues to grow, which is the prerequisite for the stable operation of the company. In the era of new car consumption, where the car buyers are getting younger and younger, Dongfeng Nissan continues to deepen the YOUNG NISSAN strategy in 2016. Through a series of “innovation, care, and heart†marketing activities, it fully demonstrates the brand's youthful mentality and greatly enhances its brand. Brand awareness and goodwill.
2016 is a year of comprehensive rejuvenation of Dongfeng Day product brand. It promotes YOUNG NISSAN 2.0 from younger age to younger mind, introduces new design and security technology, and realizes the transition from emotional drive to functional and emotional two-way drive. Enhance the brand rejuvenation strategy.
Whether it is to join hands with NBA, Champions League and other top events, or to invite top star Yi Jianlian to endorse the new generation of TIIDA, let consumers feel the passion and vitality of sports in close quarters; in product marketing, Xinloulan, Xinqijun, brand new sylphy, bluebird, etc. Products around culture, cross-country, music and other different themes, through innovative forms of activities, not only let consumers experience the unique product charm, but also show the different products and target consumers' feelings and personality. It is reported that the 2016 Dongfeng Day product brand has a 3.8% improvement in brand value compared with 2015, ranking among the top three joint venture brands.
Dongfeng Nissan believes that the effect of brand goodwill is sustainable and stable, while a single sales-style play only brings short-term effects, and it is difficult to achieve sustained growth. Although the ultimate goal of marketing is sales, the high-level approach to marketing should be based on building a brand as the core appeal, and other marketing tools should be promoted around this center.
Customer service is the foundation of a company's sound operations. In 2016, Dongfeng Nissan focused on the theme of “Customer Year†and carried out the “Hug Customer, Careful Service†theme practice to strengthen the awareness of all employees; through the establishment of a regional support office, the customer was closer to the customer with a flatter operation structure; A total of 77 stores across the country have launched a series of call-based training methods, which has reduced the service complaints rate of training stores by 38%. In addition, Yicheng certified car first pushes the warranty policy of two years and 40,000 kilometers, which is the first in the industry and deeply protects the interests of consumers.
Channel health is the guarantee for the stable operation of enterprises. In 2016, Dongfeng Nissan implemented the P20 big city strategy, optimized the number and efficiency of franchised stores, and improved the overall revenue of dealers; established a dealer capacity diagnosis system and expanded dealers' business scope to carry out used cars, auto insurance, auto finance, and automobiles. The expansion of leasing and other businesses has reached a replacement rate of 12.21% in January-October 2016, which is a new high in Dongfeng Nissan's history, further enhancing the dealer's profitability, service capacity and channel efficiency, thus achieving more convenient and efficient services.
Not only that, but Dongfeng Nissan is also taking precautions to improve its corporate system. In 2016, adhering to the concept of “stable operationâ€, Dongfeng Nissan is down-to-earth, emphasizing the healthy growth of customer service, channels and brands. The front end of the value chain construction has also seen initial results. The Advanced Engineering Technology Center, Qichen Modeling Center and Dongfeng Nissan University are fully operational, and they are forging the strengths of products from product, R&D, design, manufacturing, and personnel training to enhance their comprehensive strength. Dongfeng Nissan provides strong support for the new medium-term business in the future.
I3 plan to drive intelligence
With the development of information technology and intelligence at the social and technological level, and the national “intelligent manufacturing†strategy blueprint, automotive companies are facing new opportunities and challenges. The next step for Dongfeng Nissan is to aim at the development of intelligence.
The automotive industry has entered the primary stage of the intelligent era, in line with the trend of intelligent development of consumer demand, Dongfeng Nissan focused on the intelligent era, entered the YOUNG NISSAN 3.0 era driven by smart technology, and released the "I3 plan." With the full value chain intelligent upgrade as the core, the future is laid out in three dimensions: Intelligent Mobility Technology, Intelligent Manufacture Quality, and Intelligent Customer Experience.
Dongfeng Nissan will open up intelligent people, cars and life for consumers through the introduction and popularization of smart technology. From young age to young mindset to intelligent upgrade, the YOUNG NISSAN brand is deeper and deeper and penetrates into a wider range of people.
In terms of smart travel, with zero collision, zero emission and zero distance as the ultimate goal, and to open up the intelligent upgrade of automobile technology, Dongfeng Nissan will become the first joint venture brand to introduce the mass production electric vehicle to China first; In this regard, we will build the first “construction system†advanced engineering technology center in China, and realize the intelligent upgrade of manufacturing technology with digital development platform, intelligent precision manufacturing and information quality management; relying on the first joint venture car in China in terms of intellectual experience The company built the e-commerce platform car Baba, the first to apply VR technology to the immersive product digital experience platform of the new car experience, the application of the vehicle intelligent information service, and carry out the intelligent upgrade of the customer's full contact.
Dongfeng Nissan will refer to 2003-2013 as the first phase of development, and 2014-2016 as the second phase. From 2017, it is the third phase of Dongfeng Nissan's development. This year, Dongfeng Nissan once again crossed a million, and after the 8 million vehicles were off the assembly line, the starting point of the third phase in 2017 is a historic milestone for Dongfeng Nissan and a new starting point.
Dongfeng Nissan will promote the brand rejuvenation strategy based on the “I3 Plan†and enter the YOUNG NISSAN 3.0 era driven by smart technology. At the same time, Dongfeng Nissan will use "Customer Year 2.0" as the overall guiding direction for the development of 2017, starting from the consumer demand, continue to enhance brand power and customer satisfaction, ensure the sales of the main models and new cars, and integrate network security. Strengthen the dealer base to bring more exciting and intelligent car life to customers.
Zhou Xianpeng said, "Forward-looking strategic thinking, and steady and efficient execution, laid a solid foundation for Dongfeng Nissan to respond more quickly to the market and win the future. On the basis of 8 million trusts, Dongfeng Nissan is moving forward, with intelligent The driving force of the future will help Dongfeng Nissan to lead the industry trend and move forward steadily."
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