22/01/18
Lead
There are no successful enterprises, only the enterprises of the times.
Author 丨 Yang Jing
Responsible editor 丨 Luo Chao
Edit 丨 Chic
Zhao Ming, 31, like in previous years, whenever winter comes, he and the test team go to the coldest place in China and drive their own prototype car to accept the extreme cold challenge. He had arrived in Heihe City in January this year, sitting in the speeding Dongfeng Wind God Haoji, constantly recording various data to the computer.
However, whenever he arrived at the meal, he always couldn't help but think of the time last year when he was eating an iron pot stewed goose in Yakeshi, Inner Mongolia. At that time, he was still testing Yixuan MAX, but because it was 10+10,000 kilometers to create a long test, netizens could put forward a lot of magical test content for engineers to achieve, such as the iron pot stew goose this rich "working meal" is more like the benefits of netizens to the staff.
Today, although in the cold wind of -40 ° C, the hand is holding instant noodles, Zhao Ming still can't hide a smile on his face, "I miss the iron pot stew goose, and I miss the fancy proposal of netizens at that time." But what makes me more pleased is that with our joint efforts, the Yixuan family became a high-end performance popularizer last year. This credit not only belongs to us, but also belongs to the vast number of netizens who support the Dongfeng Fengshen. ”
67,628 units, an increase of 84% year-on-year, which is the cumulative sales of Dongfeng Fengshen Yixuan in 2021. In addition, Dongfeng Fengshen sold 121,570 vehicles for the whole year last year, an increase of 73% year-on-year, and successfully crossed the annual sales target of 120,000 vehicles against the trend. Since the release of the new "Fengshen Track Logo" AEOLUS in 2020, Dongfeng Fengshen is constantly refreshing consumer cognition.
1
A brave start
Since the debut of Dongfeng Motor Brand Night and Shanghai Auto Show Yixuan MAX last year, Dongfeng Fengshen has been asked the most questions in front of the camera: Why is the impression of Dongfeng Fengshen now subversive?
The change of the East Wind God is a change from the inside out. "If you have not achieved the goal of 120,000, you will be laid off", in order to ensure that the Dongfeng Fengshen accelerated its breakthrough and moved forward, Yang Qing, who just became the general manager of the Dongfeng Group last year, personally directly managed the Dongfeng Fengshen and issued a military order, which undoubtedly boosted the morale and confidence of the dongfeng fengshen in the rapid development.
This doer, who once revitalized Dongfeng light commercial vehicles, brought the style of doing things with courage and vigor to Dongfeng Fengshen. In the whole value chain, we resolutely improve operational efficiency and optimize the supply chain system, while also reorganizing the product matrix according to market demand, adjusting the product layout, stabilizing terminal channels, and grasping customer needs.
As the auto consumer group moves towards younger, the trend of younger, sportier and intelligent automotive products is becoming more and more obvious. In its own brands, such as MG5, Shadow Leopard and later UNI-V and other models, from design to concept, all are aimed at capturing the attention of young consumers.
In fact, as early as 2019, Dongfeng Fengshen's new product Yixuan had a deep insight into market demand, held high the banner of young sportsmanship, comprehensively enhanced product competitiveness, and went to young consumer groups. In the forward-looking prediction to the market changes of Yi Xuan, the weathered Dongfeng Fengshen gradually found his own rhythm and hope for continuous progress.
Dongfeng Fengshen wants to embrace change, and the product is always ballast stone. At the beginning of last year, Dongfeng Fengshen Yixuan was listed on the "CCRT Recommended Models" list. The official authoritative certification of CCRT more intuitively shows the actual experience perception of consumers on the vehicle, and further demonstrates the technical heritage of the Dongfeng Fengshen brand. The product launch of Dongfeng Fengshen in 2021 almost focuses on the Yixuan family.
Riding on Yi Xuan's drum, in terms of technology and experience, Yi Xuan MAX made a bold attempt. On September 1 last year, Dongfeng Fengshen Yixuan MAX officially debuted and became the sharp knife of Dongfeng Fengshen inserted into the market. The original intention of the development of Yixuan MAX models is to subvert the multiple pain points of the "family car sufficiency theory", such as size space, power performance, and assisted driving.
Equipped with Dongfeng's new Mach power and Dongfeng DSMA advanced modular architecture, the first model Dongfeng Fengshen Yixuan MAX accurately meets the needs of users, not only has the traditional car power and convenience, but also has the human-computer emotional interaction of the intelligent era. This is a milestone for dongfeng fengshen and leads Dongfeng fengshen into a new era of "technical fengshen".
Technology is the first productive force of car companies, especially for independent brands, advanced engine technology and platform architecture is the key to meeting the needs of consumers for high-value, high-quality vehicles, and it is also an important magic weapon for independent brands to compete with joint venture brands. Mach Power, with a maximum power of 150KW, 320N .m peak torque and 41.07% thermal efficiency, has become among the world's first-class and can compete with brands such as Nissan and GM.
Dongfeng's new DSMA advanced modular architecture technology, which integrates global superior resources for 5 years, has the advantages of multi-dimensional efficiency, combustion engine driving enjoyment and advanced intelligence, and at the same time integrates the professional technical training of the senior engineer team of huang Fujin, two-time champion driver of CTCC. The hierarchical architecture design adopted allows DSMA to have the comfort, safety, reliability and handling of the mainstream architecture, so that consumers can fully feel the "driving fun" charm of fengshen.
Relying on strong technical support, the members of the Yixuan family have distinct personalities. Yixuan's slightly lower price threshold focuses on "the first sports coupe for young people"; Yixuan GS is widely favored by young fashionable women, focusing on "exquisite SUVs that understand girls"; Yixuan MAX, which is positioned in the "track-level wide-body family car", aims at the hot dad family, wants to keep the 29.99-year-old for them, declaring that "my family car can also be tracked".
"Look at a man's character, look at his friends. Look at a person's abilities, look at his opponents." The same is true for automotive products. In the mid-level car market, there are both joint venture tiger and wolf divisions such as Xuanyi and Corolla, and independent brands such as Emgrand and Yidong. But even so, under the continuous reform empowerment and the continuous fermentation of brand reputation, the Yixuan family has found the dawn of hope.
Sales figures are the most intuitive embodiment, whether it is the launch of a new track logo, or a new product image and brand positioning, Dongfeng Fengshen is accelerating rejuvenation, making the brand image three-dimensional. Faced with an uncertain future, Dongfeng Fengshen realized that sailing against the current was always more meaningful than going down the river.
For Dongfeng Fengshen, who has just turned 13 years old, the year that has just passed is a year of harvest. Behind this is both a victory for the product and a victory for the brand. Because of the pragmatic attitude of the management, "Dongfeng Fengshen is not large at present, and we must be more sober in the face of market competition", so we see that the current Dongfeng Fengshen continues to optimize the whole value chain of the brand, and the results are remarkable.
2
Embracing change is the way to seize the future
Every brand that tries to build an evergreen business must build a bridge between the present and the future. Yang Qing once stressed that enhancing the core capabilities of independent passenger vehicles and promoting the upgrading and development of independent undertakings is the key to Dongfeng Company's accelerated construction of excellent Dongfeng and world-class enterprises, and it is also the mission of Dongfeng Passenger Vehicle Company.
The new story of Dongfeng Fengshen began in April last year, the "Oriental Wind Rise" plan officially set sail, Dongfeng Fengshen as the main force of Dongfeng independent passenger vehicles will bravely stand at the head of the tide, looking for a unique way to attack.
At the same time, Dongfeng Fengshen's marketing methods are also quietly changing, and Dongfeng Fengshen has launched a drastic "digital" transformation, involving marketing, management, channels and services and other system-wide fields. One of the most important is the "customer-centric" advocated by independent brands in recent years, and Dongfeng Fengshen has also begun to change its thinking.
In May last year, Dongfeng Fengshen released the "C-bit Service Plan" to improve customer experience around people, cars and life, and put forward the service proposition of "sincere and sincere commitment, mutual assistance and fun life". This is also the service brand of Dongfeng Fengshen since the release of the "satisfied home" service brand in 2009, striving for excellence and upgrading the original service brand 2.0 again.
Dongfeng Fengshen customer marketing played tricks, held a co-creation long test, Yixuan family modification competition, began a trendy live streaming with goods, etc., this constantly becoming younger independent brand has always put user experience in the first place, created a series of innovative experiential marketing, supporting the rapid growth of Dongfeng Fengshen.
At present, the situation of the automobile market is grim, and major car companies have shown their "housekeeping skills" to wait. At a time when market differentiation is intensifying and it has become normal for auto products to use prices to explore and occupy low-level markets, car companies want to form their own defense system, and under the empowerment of technology, products meet user needs and fully meet user needs is the best way to rebuild the defense line.
Based on the post-120,000-vehicle era, in a market swamp full of gray rhinos and black swans lurking, the test of the Dongfeng Wind God will also follow, and at this time, it is particularly important to drop an anchor, look back at the past, and sublimate in the past; looking forward to tomorrow, a breakthrough in the future, it is particularly important.
In 2018, Yu Minhong, founder of New Oriental Education, delivered a keynote speech entitled "Be Yourself Without Turmoil in a Turbulent Era". He believes that the development of Chinese enterprises is inseparable from the availability of people, strategies to rely on, circle points, skills to develop, keep pace with the times, change their minds, and be far-sighted.
This year is also the first time in 28 years that sales in the Chinese auto market have declined, and the decline has continued for 3 years. Obviously, a breakout battle for the escalation of demand has begun, and anyone involved is inevitable. Since last year, dongfeng fengshen has been comprehensively sorted out, and has reawakened the trust of the market and consumers with a new attitude and brand image.
Recently, the business jianghu has begun to mention that there are no successful enterprises, only the enterprises of the times. This sentence aptly points out the difference between excellent and excellent enterprises and ordinary enterprises: whether they can grasp the trend of the times, or even walk in the forefront of the times, and successfully evolve into an "enterprise of the times".
That is to say, only the enterprises of the times can achieve something. Dongfeng Fengshen, which has grown for two consecutive years, has shown its sharp edge and created a set of powerful system capabilities, moving at full speed towards the target of 200,000 vehicles in 2022.
Yang Jing
No sleep at noon
Afternoon crash