Text | Kit Jr
2021 in the automotive industry is a year full of changes.
This year is the opening year of the 14th Five-Year Plan, with the proposal of the double carbon target, the trend of the new five modernizations of the automobile industry has become more and more obvious, ushering in unprecedented changes.
This year is still a difficult year of many disasters and difficulties, we have experienced repeated epidemics, frequent serious natural disasters in various places, and a global lack of core shortages... The entire automotive industry is facing the impact of user consumption upgrading and industrial structure optimization, and the cruel market competition has eliminated a large number of weak enterprises.
In this difficult situation, the goal of most car companies is to "survive", and for Dongfeng Nissan, which has a forward-looking vision, in addition to maintaining competitiveness in the stock market, they also need to quickly complete the "elephant turn", keep up with the movement speed of the era coordinate system, and find a new foothold for enterprises.
After all, this may be the key to determining whether the future of the enterprise is a strong leap forward or a dark exit.
The year of the college entrance examination,
What kind of answers did Dongfeng Nissan hand over?
Coincidentally, 2021 is also dongfeng Nissan's "college entrance examination year" - in the understanding of Chinese, 18 years old not only represents a person's adulthood, but also the common age for young people to go to the college entrance examination.
In this "college entrance examination", Dongfeng Nissan's whole value chain system coordinated operations, with the joint efforts of two brands to continue to create new results, in December to harvest terminal sales of 114093, in 2021 the annual terminal sales of 1134889, of which the annual cumulative terminal sales of Japanese product brands 1047073, the seventh consecutive year of sales of more than one million.
Under the background of the overall decline of the automobile market, Dongfeng Nissan still relies on its excellent strength, exceeding one million sales for 7 consecutive years, and its market share has steadily increased. Therefore, no matter how difficult the external environment is, we can only accept rather than escape, just like the "college entrance examination answer sheet" handed over by Dongfeng Nissan - the reason why the strong are strong is because he has a strong heart.
What is the Heart of the Strong? "Do what others don't dare to do" – this phrase from the founder of the Japanese brand may be the best answer. At the same time, this is also the best explanation for Dongfeng Nissan's "NEW NISSAN Dare to Be" brand proposition.
Keep up with the times,
What changes has Dongfeng Nissan made?
Strategic synergy to achieve a win-win situation between Nissan-Venucia-Infiniti
On January 1, 2021, venucia brand returned to Dongfeng Nissan. Subsequently, Dongfeng Nissan carried out in-depth dual-brand collaboration and gave maximum support to the Venucia brand at all ends of the entire value chain and at all levels of marketing resources. In the whole year of 2021, Dongfeng Nissan Venucia sold 87,816 terminals, an increase of 11.6% year-on-year, and completed the contrarian growth in a difficult environment.
At the same time, as an independent brand rooted in the Chinese market, Venucia brand is also a pathfinder for Dongfeng Nissan to explore intelligence and electrification. In this beautiful turnaround battle, Venucia has doubled its cumulative sales of terminal retail sales in 2021 with 3 high-quality EV models, and the cumulative sales of electric vehicles in the brand have accounted for more than 15%.
On January 5, 2022, the Infiniti brand was also officially incorporated into Dongfeng Nissan's management system. As the "new kinetic energy of the luxury camp" in Nissan-Venucia-Infiniti, Infiniti will continue to contribute to electrification, autonomous driving, mobile Internet and shared mobility services to further meet the needs of Chinese consumers for luxury brands.
As the backbone of Nissan-Venucia-Infiniti, the Japanese product brand will make full efforts in the three major areas of intelligent driving, intelligent interconnection and intelligent power, and consolidate the benchmark position of "technology Nissan" through the five major technologies of super intelligent driving, super intelligent connection, super variable engine, e-POWER and Nissan pure electricity.
In terms of products, Dongfeng Nissan vigorously promotes the introduction of advanced technology in mass production models, and the new generation of X-Trail is guided by the spirit of "dare to do", practicing corporate social responsibility of energy conservation and environmental protection, helping more families to start a global exploration journey; e-POWER China's first model - not only retains the home attributes of Xuanyi, but also an all-round product that has both pure electric driving experience and no battery life and charging worries.
Three-pronged approach, the power optimal solution to the "double carbon" goal
With the gradual advancement of the dual carbon target and the gradual introduction of new energy subsidies, consumer demand has become more diversified and more pragmatic. In this context, Dongfeng Nissan proposed three major technical routes of fuel, e-POWER and pure electricity, a three-pronged multi-track power path, compared with other ALL IN pure electricity, or all bet on hydrogen energy car companies, the choice made on the road to the "double carbon" target of the beach is much more secure.
Under the new four modernization and double carbon targets, the road of large-displacement engines obviously does not work, and Dongfeng Nissan chooses to break through from energy conservation and emission reduction, VC-Turbo super variable engine, as the world's first mass-produced variable compression ratio turbo engine, successfully achieved intelligent changes in compression ratio, achieved the "small goal" of faster acceleration, stronger power and more fuel consumption of small displacement engines, and once again led the era of fuel power.
Moreover, considering that the current energy structure in China is still dominated by fossil energy (accounting for about 85%), Dongfeng Nissan also provides consumers with a new choice for electric drives without charging - e-POWER, "100% fuel power generation, 100% pure electric drive", the engine does not need to directly participate in the drive of the vehicle, it will only be started according to the consumption of battery power, and it will charge the battery under a constant working condition, thereby achieving fuel economy.
In the third quarter of 2021 on the first e-POWER model, some users measured that its minimum fuel consumption on the road is only 3.0L/100km or even 2.9L/100km, considering the carbon footprint of raw materials, automobile manufacturing, and automobile destruction, e-POWER is undoubtedly one of the best solutions under the current dual-carbon target.
In addition, in order to further achieve the goal of zero emissions, Dongfeng Nissan will also carry Zero Emission Nissan pure electricity on ariya, which will be introduced to China in 2022. Zero Emission Nissan Pure Electric is the crystallization of NISSAN's more than 70 years of pure electric technology, as well as more than 25 years of battery research and development and manufacturing experience, and has accumulated 10 billion kilometers of safety mileage, still maintaining 0 major accidents in batteries.
By 2025, Dongfeng Nissan plans to launch seven e-POWER models in China and zero Emission Nissan pure electricity in three models, and these two will form a green synergy in the low-carbon era of Dongfeng Nissan and become the technical blade for realizing the green and low-carbon transformation of enterprises.
The system is king, to ensure a steady and far-reaching situation in an uncertain situation
Speaking of difficulties, the automotive industry will experience many difficulties in 2021: local epidemics, supplier emergencies, blizzards, floods superimposed... All of this is directly testing Dongfeng Nissan's supply chain management system.
According to the information recently released by the Association of Passenger Vehicles, in the whole of 2021, the loss of domestic passenger cars caused by the lack of cores has exceeded about 1.5 million units, and the actual impact of core deficiency on the entire industry is more than 30%. However, under such circumstances, Dongfeng Nissan still controls the impact of achieving the target within 15%, the market demand satisfaction rate is as high as 96.0%, and the customer delivery compliance rate is 92.8%.
Such an efficient supply chain emergency system comes from Dongfeng Nissan's "hard power" and "soft power".
As early as 2018, Dongfeng Nissan took the lead in influencing upstream suppliers and downstream distributors to build a digital management system covering the whole process of real logistics, information flow and capital flow.
"Soft power" refers to the resource coordination ability exerted by Dongfeng Nissan's production and marketing team. In view of the lack of core, Dongfeng Nissan on the one hand multi-channel coordination efforts to grab resources; on the other hand, fully balance the existing production capacity, in the case of missing parts of the line is feasible, priority missing parts of the line, to ensure that the company's output and revenue maximized.
"The current core shortage crisis is sweeping the world, and for the automobile manufacturing industry with a large and complex industrial chain, this crisis is a test of the supply chain system." Dongfeng Nissan said. From "hard power" to "soft power", in the midst of this global chip crisis, Dongfeng Nissan has proved a truth to us: gentlemen do not stand under the dangerous wall, and create a system with stronger anti-risk ability, which is the best moat for enterprises.
Digital marketing, establish a management mindset adapted to the digital age
"In the post-pandemic era, digitalization has become a must-answer question to promote the development of the industry, not a multiple-choice question." Gao Guolin, vice president of Dongfeng Motor Co., Ltd. and deputy general manager of Dongfeng Nissan Passenger Vehicle Company, said so.
As a high-priced, low-frequency, and long-term decision-making cycle of commodities, in the past, the main battlefield of automobile marketing has been offline; but in the post-epidemic era, the real economy has suffered a huge impact, and the sharp decline in passenger flow has also restricted the effect of many offline activities, at this time, many car companies have truly realized the significance and value of online marketing.
Obviously, Dongfeng Nissan is still the one that it has realized early on: Dongfeng Nissan takes digitalization as a turning point for high-quality development of enterprises, reconstructs all aspects of research and development, commodity planning, production, market sales, and after-sales service, empowers the whole value chain, and realizes a new growth engine for value innovation.
In terms of product digitalization, at present, Dongfeng Nissan's dual-brand vehicle networking capacity has exceeded 3 million vehicles, through digital means, traditional cars have evolved into intelligent vehicles, becoming a new mobile terminal, but also providing users with a variety of digital services; in terms of operational digitalization, Dongfeng Nissan has realized the global digital operation from research and development, factories, to customers and employees, so that data can empower business and greatly improve the efficiency of business operations.
At the same time, in order to realize the digital operation of the whole life cycle of users, Dongfeng Nissan has also vigorously promoted the digitization of marketing, and has now carried out "smart 4S stores" in 265 stores, intelligentizing the exhibition hall and after-sales workshop, grasping the real traffic through face recognition and license plate recognition, and realizing paperless in the whole process to improve customer experience and franchise store efficiency; for users, Dongfeng Nissan has also prepared the Nissan One App, building a user-centered, private domain operation main position throughout the user's life cycle to achieve customer protection 3. Full coverage of digital marketing of potential customers.
summary
Looking back at dongfeng Nissan's keywords in 2021, the best summary is nothing more than the word "change".
The word change is both tense and exciting: first change, and then innovation. To do these two words well, it is not a pain to the bone.
From the perspective of the current development trend of automobiles, electric drive must be an irreversible direction and trend, pure electricity is an ideal posture in the future; and from the perspective of Dongfeng Nissan, electric drive and electrification, multi-brand multi-track, and empowering digital marketing are new paths; carbon neutrality and carbon peaking are the new coordinates that ultimately want to reach.
For the traditional giant of Dongfeng Nissan, a tens of millions of user base, the "elephant turn" must not be rushed, and the product and layout must go hand in hand, and cannot be biased. In this value chain that involves the whole body, Dongfeng Nissan has to manage far more than itself, but also manages dealers, suppliers and customers.
That is to say: no matter how hard Dongfeng Nissan makes in finding new paths and new goals, it must understand that there is only one ultimate goal, that is, for customers.