Capability Of Comprehensive Farming System: Dongfeng Nissan Creates New Sino Foreign Joint Venture Through "Guan Shan"

"Joint ventures outperform the market, and the market potential is further enhanced. Among them, Dongfeng Nissan wins 11.3 percentage points of the industry, and the gap with the former is narrowing. Sylvia sold 417 thousand cars and ranked second in the industry. In December 24th, Dongfeng Nissan again appeared as a leader in Dongfeng's 2019 annual performance communication conference.

According to the data of the Federation, in November this year, Dongfeng Nissan sold 114795 units, an increase of 3.3% compared to the same period last year, and the total sales volume in 1-11 months was 1041020. This is also the first time in 2015 that it has crossed the million sales volume. Dongfeng Nissan has been selling for five consecutive years.

It is worth noting that, as far as 44 days from the end of 2019, Dongfeng Nissan gave the key to 100th cars this year to customers, which was 5 days ahead of last year. In the cold winter of the car market, Dongfeng Nissan has established a new joint venture benchmark in the Chinese automobile market in addition to giving more confidence to the market.

In fact, since the first SUNNY sunshine line was established in 2003 for 16 years, Dongfeng Nissan has created a lot of "Dongfeng Nissan speed" in its journey across the million.

In September 19, 2008, Dongfeng Nissan achieved 1 million production and marketing scale in only 5 years, and created the industry leading speed. In June 16, 2013, it only used 10 years to reach 4 million 500 thousand cumulative production and sales, and once again refreshed the industry record; from 0 to 10 million vehicle off-line, Dongfeng Nissan refreshed the industry's new record of achieving ten million vehicles in only 15 years.

At present, Dongfeng Nissan has become one of the most attractive business units of Dongfeng company and Dongfeng limited. Its annual sales volume has broken through millions, and its production and sales account for about 1/3 of Dongfeng Motor Corporation's passenger car sales. In Nissan motor, the sales volume in China market is about 1/4 of Nissan's global sales. Dongfeng Nissan has become one of the enterprises with great potential in global growth and outstanding business capabilities.

"Return to the heart, return to the market, customers, partners respect, others pay attention to pick up the car, we are concerned about the delivery of cars, others pay attention to the delivery of vehicles, we pay close attention to the proceeds. We have done it ahead of time. On December 25th, Chen Hao, deputy general manager of Dongfeng Nissan Passenger Vehicle Co, pointed out in his speech that Dongfeng Nissan is good at introspection, being good at catching and sensitive to market changes, so it can also grow in the cold winter and take the lead.

In the eyes of the outside world, in the overall market downturn, especially the head car enterprises collective downturn, Dongfeng Nissan in the million car enterprises in the only way to maintain stable sales growth, behind the embodiment of the strength of the enterprise and brand system. Thanks to the continuous development of the system capability over the past several years, Dongfeng Nissan has the winning power of marketing and channel in addition to the upgrading of products, technology and manufacturing capabilities.

"The technological, marketing and service power of products is only a means. Its ultimate goal is Dongfeng Nissan to put forward the concept of" people, cars and life ". Zhang Jihui, deputy general manager of Dongfeng Nissan Automobile Sales Co., Ltd., said that sales figures are a representation, and that the system behind cultivation is the key to make life better.

The brand concept of "people, cars, and life" has been put forward for nearly three years. Dongfeng Nissan has implemented its own commitment, and has gone farther and more imaginative than expected.

Intelligent manufacturing, core technology to withstand winter

Since its establishment in 2003, Dongfeng Nissan has always insisted on "intelligent manufacturing" instead of "manufacturing".

In the field of manufacturing, Dongfeng Nissan has made an international advanced level in terms of manufacturing quality, production efficiency and control. The vehicle factory has achieved 8 years and 6 titles in the comprehensive competitiveness ranking of Renault Nissan MITSUBISHI union factory. The engine factory has achieved 5 consecutive championships in the comprehensive competitiveness ranking of Renault Nissan MITSUBISHI alliance. The advanced engineering and technology center which was put into use in 2016 has undertaken the research and exploration mission of creating new intelligent green factory, product synchronization development and Dongfeng Nissan production mode, and continuously improved product quality and commodity charm.

In the field of technology R & D, independent research and development capabilities continue to increase, and already have the ability to nurture Nissan global.

Founded in 2003, Dongfeng Nissan technical center is Nissan Motor Company, which has fourth technological centers with the same R & D platform in the world. From the beginning of the more than 70 people, the technology team has more than 1300 people since its development. The R & D capability has been upgraded from localization stage to common development stage, and then to innovation development stage.

This also determines that Dongfeng Nissan's product introduction is not a simple "bringing ism". It is understood that the technology center intervened in the early stage of product development, and jointly developed with Nissan headquarters for nearly 40 months. In the meantime, the technology center will conduct research on the basis of domestic consumers' driving habits and driving habits. At the same time, it will verify according to the real road, put forward commodity planning information to Nissan headquarters, and finally determine the location.

Data is the best feedback. In November this year, the sales volume of Dongfeng Nissan Xuan Yi vehicle (including fourteenth generation Sylphy and classic Sylphy) reached 53 thousand, an increase of 4.5% over the same period, becoming the sales volume of the same level market; the sales volume of Teana in November was 10327, the sales volume was broken for 4 consecutive months; the total sales volume of blue birds in 1-11 months reached 43 thousand;

Under the guidance of the industry trend and the government policy, Dongfeng Nissan relies on Nissan's technical support, guided by Dongfeng and Dongfeng's new energy planning, and actively seize the commanding heights of the new energy field and intelligent network.

At the Guangzhou Auto Show opened in November 22nd this year, Dongfeng Nissan, relying on the technology of NISSAN Intelligent Mobility, builds the brand experience position of "Nissan Zhihang city".

Condensing Nissan Zhihang (NISSAN Intelligent Mobility) technology and future technology, "Nissan Zhixing city" deeply combines the consumer life scene, through eight major technology experience equipment, to build brand exclusive surprise world. The site will take the future station as the entrance, through the surprise train to the city square, the future home, the automobile culture corner, the surprise store and so on, will penetrate the future life scene of the consumers, and focus on the future technology, which is based on the "intelligent driving", "intelligent power" and "intelligent interconnection", and concret convey the brand concept of Dongfeng Nissan's "intelligent evolution", focusing on the "intelligent driving", "intelligent power" and "intelligent interconnection" and so on.

At the same time, the production of more localized and Sinicization products is the consistent concept and goal of Dongfeng Nissan. In view of the huge demand for intelligent driving and new energy in the Chinese market, the technology of automatic driving and electrification is the focus of development of Dongfeng Nissan in 2020 and even in the next few years.

This year, Dongfeng Nissan has established the Ministry of mobile Internet and the Development Department of intellectual property, and has made great efforts in the mobile Internet strategy, the vehicle union project, the intelligent automatic driving, the operation of the car union service, and the application of mobile Internet big data.

In the future, Dongfeng Nissan will take the core of Nissan's intelligence behavior, and gradually import leading technologies and products from three major fields: intelligent driving, intelligent power and intelligent interconnection, so as to provide users with more intelligent travel solutions. With the introduction of intelligent power technology, e-Pedal integrated intelligent pedal technology will also be introduced into China. By 2020, 4 L2 level automatic driving vehicles will be launched in succession. In 2021, the L3 level automatic driving vehicle will be mass-produced. By 2022, Dongfeng Nissan will put 10 Nissan intelligent driving modes into full play, and promote the process of product intelligence.

In terms of new energy, Xuan Yi pure power has been put into the Chinese market last year. By 2022, Dongfeng Nissan will speed up the introduction of more new products, especially new energy mix and electric drive models. At least 5 electric drive models will be released, including 2 e-POWER models and 3 pure electric vehicles, and 30% of the total sales will be driven by electricity.

At the same time, Dongfeng Nissan will gradually import advanced technologies such as vehicle networking and AD to provide more convenient and intelligent solutions for Chinese users.

System endorsement, enhance the competitiveness of the whole value chain

Under the new era of lightweight, electric, intelligent, networking and sharing of the new five technologies, Dongfeng Nissan believes that only by respecting the market and awe the market can we truly lead the trend and seize the draught. Constantly consolidate the strength of the whole value chain system, which is also the era of changing China's automobile market, as a joint venture automobile company's responsibility and responsibility. Dongfeng Nissan is also one of the first joint ventures to raise the competitiveness of the whole value chain.

"Respecting the market, respecting customers, respecting partners and seeking truth and pragmatism will enable Dongfeng Nissan to maintain its leading position in 2019 and win high-quality development." Chen Hao said that the market position and sales target of enterprises must be built on suitable strategies, and the realization of strategy depends on the strong "system" of the whole enterprise.

In the face of the current consumption upgrading background, in order to better provide customers with high quality services, Dongfeng Nissan is also strengthening the system construction with the help of brand, channel, service and other innovative integration.

In Chen Hao's opinion, respecting the market and awe the market can really lead the trend and seize the draught. From June 2018 to December 2018, in just 7 months, Dongfeng Nissan completed the upgrading of the six products from five to six. When a lot of car companies were still busy coping with the six standard, Dongfeng Nissan has quietly completed the transformation from five to six.

Behind this is Dongfeng Nissan's judgement of market and policy, which is a strong support for the whole value chain of product layout, R & D, manufacturing, brand marketing, service and so on. Adhering to the concept of customer first, Dongfeng Nissan invested billions of funds in maintaining the official price of the main vehicle of the six B certification, so that consumers can enjoy the latest best products at the fastest speed.

"Good products are the foundation of all marketing, and building high-quality products that meet customer needs is the key to marketing." Zhang Jihui said that paying attention to system balance and sustainable development is the most important part of Dongfeng Nissan's reputation.

In terms of Dongfeng Nissan, the two of system strength is respect for customers. The survival and development of all companies is ultimately to satisfy the needs of customers. To meet the needs of customers, there is only one way, that is, "customer centred", that is, continuous and systematic attention and improvement of customer experience.

"In the trend of consumption upgrading, consumers are more rational in buying cars, paying more attention to the ratio of price to price, or quality to price ratio, and increasingly pay attention to the personalized and emotional connection of automobile products. The car companies are not only competing in innovative technologies and products, but also leading services become important competitiveness in the new environment. Dongfeng Nissan stressed that consumers should always be "satisfied" in the first place, and constantly improve service quality to truly benefit consumers.

As early as 2013, Dongfeng Nissan started with the big discussion of "what I do for my customers", and made clear from four aspects of consumers, distributors, employees and suppliers, through the optimization of the whole value chain, to enhance service efficiency and quality.

And firmly establish customer awareness, for Dongfeng Nissan, is an eternal topic and goal. In 2019, when China's automobile market entered the stock age, Dongfeng Nissan sought the market competitiveness of "customer orientation". Dongfeng Nissan first released the quality free promise and became the first joint venture car company to make a 7 day commitment. It formally established the June 16th NISSAN FAMILY DAY as the main vehicle owner. It encouraged users to return to the distribution shop on this day, tighten their daily contact with them, and explain the "user centered" business initiative with practical actions.

The three of Dongfeng Nissan's system strength lies in respect for partners. Dongfeng Nissan attaches great importance to the sharing of weal and woe with distributors. Xiao Sheng relies on wisdom, wins the victory by virtue, and wins by virtue. Chen Hao believes that the system and team must be harmonious and mutual trust, so as to form a resultant force.

"The overall downward trend of the automobile industry is relatively large for the whole real economy. But for car companies, both the sales channels and front-end supplier channels must ensure the stability of the whole industry chain and system. Chen Hao pointed out that Dongfeng Nissan Passenger Vehicle Co has been paying attention to the operation and revenue of channels for many years.

First of all, Dongfeng Nissan pays attention to the profit of dealers. Dongfeng Nissan's concept of "three dimensional sales" in terms of time, vehicle type and region three dimensions is used to plan and verify dealer profits: the first dimension is the time axis, every month, or weekly; the second dimension is the vehicle axis, the number of natural sounds (sales volume) and the number of portraits; the third is the geographical axis, a province, a city or a 4S shop.

"There are many small places in it, to see how you cut it, the smaller the particle size, the more the number of cars sold in a single store, every day, or how much you sell in a province or a Monday, which will test the ability of a team to manage finely." Chen Hao said.

In addition to profitability, Dongfeng Nissan pays more attention to the quality of operations and the retail capacity of distributors. "For example, some dealers sell 3000 cars a year, but 2000 of them are sold to large customers or sold through" two nets ", which has an impact on the profitability of 4S stores. This requires us to help them improve. "

Dealers must earn money. What about a loss dealer? Zhang Jihui put forward the idea that Dongfeng Nissan helps dealers develop a profit model in the new value chain of finance, derivatives, insurance, services, used cars and so on.

Adhere to the front line, to the market, respect the regional facts, understand the situation of each store, and pay attention to the granularity of data is Chen Hao's "prescription" to improve the marketing ability of car enterprises in the cold winter market. He believes that the performance is "stare", sales volume is predictable, but it must pay a lot of energy and efforts.

Facing the future, crossing the "Guan Shan" reshaping pattern

In 2019, it was a challenging year for Dongfeng Nissan, not only the external environment was uncontrollable, but also in the period of Dongfeng Nissan.

From the listing of the seventh generation of Teana to the main SUV model, in the early April, the medium-term modifications were made to the fourteenth generation of Sylvia in July 16th. All these changes have brought pressure to the terminal sales of Dongfeng Nissan.

Although Dongfeng Nissan successfully won the big market in 2019, it seems that the annual output and sales volume has exceeded 1 million units and reached the size of Dongfeng Nissan, still facing the "enterprise growth paradox". For this magnitude of car companies, fierce competition is no longer "life and death", but in the new technology driven automobile industry transformation period, it is absolutely possible to appear "you up and down" situation.

Under such circumstances, Dongfeng Nissan executives have to think about the extent to which cars will be developed in the next five to ten years, and how to restructure the auto industry. Dongfeng Nissan can accurately identify opportunities and risks in many new technologies and trends, and then catch an industry transformation and development express. Where is the driving force for the next stage?

"If an enterprise wants to live longer, it must strive to surmount the limitation of the industrial cycle law. China has become the largest vehicle market in the world for 10 years. Basically, it has entered a mature and stable period. If we want to continue to grow, we must have a good insight into the times, do a good job of customer needs insight, dare to challenge ourselves, and dare to break through ourselves." In Chen Hao's view, every industry in the winter is the moment of order reconstruction, and it is also the time for excellent enterprises to rise.

Chen Hao pointed out that the development of the industry is an "iterative progressive logic", and the development of enterprises, especially the development of large enterprises, is a kind of "continuity logic". The conflict between them lies in the fact that whenever the industry is iterative, many enterprises will not disappear.

History has proved that overconfidence and attachment lead to the logic of success, so the logic of success is bound to fail or mediocrity. Chen Hao believes that facing the future, Dongfeng Nissan needs to reflect on the logic of success in the past sixteen years, breaking the old mindset and overcoming the paradox of the growth of enterprises.

"Guan Shan is difficult, but it needs more." Facing the short term business task difficulty and long-term development risk, Chen Hao pointed out that these two challenges are overlapping and cross influence, and become the external test facing Dongfeng Nissan. But these tests, all car companies are facing, is not unique to Dongfeng Nissan.

"At the moment, everyone is feeling the stones across the river. We are fighting to see who can reach the other shore as quickly as possible." Therefore, Dongfeng Nissan needs to adhere to the full cost competitiveness under the background of a sustained downturn in the industry. The best way to fight is to do internal work, and profit rate, cash flow and fixed cost ratio are the direct reflection of a company's internal strength.

"Looking back at the development of Dongfeng Nissan, we can see that we are often accompanied by a lot of input when we grow rapidly. This makes us grow the share of the market at the same time, and also pay a huge cost price, such as fixed costs. It has nothing to do with output and sales volume. It is the cost that an enterprise will run as long as it runs. The more fixed costs we have, the higher our balance of payments will be and the worse the competitiveness of our enterprises will be." Facing 2020, Chen Hao proposed repairing the embankment and building dams, increasing revenue and reducing expenditure, insisting on profitable growth and cash flow profits.

Nissan has officially become Nissan CEO in terms of Nissan. He is also the most familiar with the Chinese market in CEO, and also one of the most supportive Chinese markets. At the same time, many Nissan EC members have served as vice president and above in Dongfeng limited. Dongfeng Nissan will receive unprecedented support from Nissan. As long as we want to do things, both shareholders will pour a lot of resources to support them. In the view of Dongfeng Nissan, the year 2020 will usher in the largest external resource in history, and it will also be the opportunity for Nissan to break the market pattern.

Dongfeng Nissan believes that meeting the brave and winning the battle is not a slogan. In an era of unprecedented changes, only by constantly running, moving forward and learning in attack can we make ourselves and our team invincible.

Millions of achievements, Dongfeng Nissan has successfully crossed. Facing the 2020, Dongfeng Nissan has made a plan for sales volume not falling by 10.9% compared with the same period of last year.

For the future direction of development, Chen Hao reiterated the goal of the joint venture brand Top3 unchanged, while relying on new technologies, new products, new processes, and Nissan Intelligent Mo.bility as the core of the whole value chain system, to create the driving force and unique competitiveness of continuous operation, not only the sales volume to enter the top three, quality, service satisfaction, customer satisfaction, including dealer capacity, must enter the forefront. In short, it is one of the best joint venture hosts to reshape the competitive situation of China's auto market.