Zhang Zhengyuan: marketing is a plus item is the hard power

In June 2016, a listing conference that gathered 100 "Net Red" brands made it possible to formally announce only two months of the Dongfeng Scenery brand and its first midsize SUV Dongfeng scenery 580 to make a new brand. Standing on the cusp of public opinion.

A part of the media said: Please "net red" to do the live broadcast of a new car launch conference, will distract the audience's attention, the protagonist of the conference may be transformed from products into online red; but there are also voices that: live, as the youngest of the moment Like the way of dissemination, Dongfeng scenery has done its best. Through innovative marketing methods, the Dongfeng scenery 580 and Dongfeng scenery brand are known to young consumers in a short period of time and are successful.

When interviewed by China Netcom, Zhang Zhengyuan, general manager of Dongfeng Xiaokang Automobile Sales Co., Ltd. said in an exclusive interview with China Netcom: “The emergence of a new thing is always controversial. At the beginning, the online marketing of the 580 launched in the scenery was launched in the automobile industry and even in the general trend. Looks like it is a 'new thing'. We were prepared for this kind of controversy at first, but from the final result, the controversy certainly exists, but the explosion of topical communication is still beyond our expectations."

The young and urbanization of the net red live broadcast makes the audience highly compatible with the target consumer groups of the scenery 580. The “net marketing” created by the Dongfeng scenery has become the biggest topic of 2016 car marketing, which has greatly improved the products of the scenery 580 Visibility and market influence. Thanks to this, the sales volume of the Scenery 580 has exceeded 160,000 for the past year, and the monthly sales volume has approached 20,000 units. It has successfully shared the SUV market growth dividend.

Innovative Marketing Helps Scenery Break Ice

Based on sufficient market research, Dongfeng Fengguang Brand has clearly defined the development strategy of “focus on MPV and SUV” at the very beginning of its establishment. These two areas are precisely the passenger car market segments with the fastest growth in China’s auto market in recent years. The intensive cultivation of the MPV market has accumulated a wealth of passenger car production and sales experience, market reputation and user base for Dongfeng scenery. In this context, the Dongfeng Scenery brand's first SUV - Scenery 580 embarked on a journey.

“Scenery 580 is the first mid-sized SUV that belongs to the Dongfeng Scenery brand. It is a relatively young person to enter the market later, so how do we attract consumers?” This is a problem that Zhang Zhengyuan poses to himself. The online red + live broadcast marketing method has created a precedent in the industry. The broadcast volume of the live broadcast reached 5 million people on that day. The Dongfeng Scenery No. was approved for the “pulse” of young people. Through innovative marketing, Sightseeing 580 was put together in a new car. Stand out.

In August 2016, the Dongfeng scenery continued to “do not take the unusual road” and sponsored the first reality show online variety show “Hello! Goddess”. This program was also the first in the variety industry and the cross-border cooperation was also domestic. For the first time, car companies sponsored such programs. The total performance of the entire program reached 460 million. Zhang Zhengyuan admits that the success of marketing has brought great help to the sales after the scenery 580.

In April of this year, Dongfeng Scenery continues to adhere to the “customer-centric” development philosophy, using the hottest “sharing economy” to create a new form of scene-based experiential marketing, and cooperates with Yunnan’s famous chain “Bengshiguang” for 3 years. During this period, the passengers who stayed in Yunnan “Yao Shiguang” Inn could enjoy the free use of scenery 580 on the flight, allowing consumers to deeply experience the outstanding product power of Dongfeng Scenery 580.

“As one of the largest chain hotel brands in Yunnan, our partner, 'Guang Shiguang', has extensive experience in the management and development of the B&B Inn. We are doing car sharing in the Yunnan market and can be said to be user-centered. Three hot IPs have been brought together: Bed and Breakfast, SUV Fire, and car sharing, creating a new trend of “Room + Car”.

According to Zhang Zhengyuan, the first batch of 100 scenery and 580 “sharing cars” presented a situation that was in short supply in the local market and needed to be booked several days in advance. Most users have highly evaluated the super automatic after experiencing the scenery 580. The flexible space of the 5+2 free combination and the 375L-2215L can enjoy a large space and a high field of view for a more enjoyable sightseeing experience. Automatic car models have been repeatedly praised for mountain climbing and new-hand driving.

"Intelligent" Creates Difference Advantage

Marketing breakthroughs and innovations have enabled Dongfeng scenery to win the starting line. According to Zhang Zhengyuan, marketing is just one of the extra points. It truly wins the favor of consumers and enables the Dongfeng scenery brand to achieve long-term development, or the quality of its products. . “Using the user as the center, firmly grasping the development trend and consumer trends, and creating competitive super products have always been the upward trend of Dongfeng scenery.” Zhang Zhengyuan said.

In today's dazzling array of SUV camps, only building products with differentiated competitive advantages can successfully break through, Dongfeng scenery is closely following the trend of intelligent development of SUVs, and this year's Shanghai Auto Show timely withdrew from the “Super Smart Strategy”. According to Zhang Zhengyuan, from 2015 to the present, it is the first phase of the Dongfeng scenery super-smart strategy. It is the strategy that is released after research and development. At the same time of releasing the strategy, Dongfeng Wind announced the first 580 new model based on this strategy.

“This new model of scenery 580 is our core product. Its core competitiveness is mainly reflected in Lin-OS 3.0's ability to achieve voice control, remote control, roadside assistance services, scheduled vehicle maintenance/online entertainment, and more. Compared with other mainstream brand models at the same level, this new model is equipped with a wealth of high-tech configuration.” Zhang Zhengyuan introduced.

Under the background of “Internet+”, the younger generation of consumer groups have a strong Internet gene and are willing to enjoy and pursue the intelligent life brought about by technological innovation, and guide intelligent consumption to become trends and trends. Their love for smart products such as smart wear, home appliances and mobile phones is also reflected in the automotive industry. This is also an important reason for the introduction of the 580 brand new models.

It is understood that the Dongfeng scenery "super-smart strategy" is divided into four phases, spanning from 2015 to 2025 and even longer. In the next 10 years, Dongfeng Scenery will successively build a team of thousands of super-experts around the world to join a total of 29 super alliance members including Big Data, Body Control, Autopilot, Execution System, Smart Connect, and many other partners. With over 27 billion yuan in continuous super capital investment, it will fully cover R&D, production, and service, and gradually realize intelligent technology phases such as Lin OS 3.0, 4.0, 5.0 and 5.0+.

Where is the user where Dongfeng scenery is

Where are the users and where are the products and services? Dongfeng Scenery's practice of "user-centered" development not only manifests itself in the tight grasp of development trends and consumer trends, but also creates competitive super products. At the level of quality and service, Dongfeng scenery is fully committed to the needs of users.

“Dongfeng Scenery has established a three-in-one super strategic alliance with super-host plants, super dealers, and super suppliers at home and abroad during the 580-sales launch of Scenery 580 in June 2016, which fully guarantees quality and service. At the component supplier level, Dongfeng has strict quality control, and for super dealers, we continue to deepen our efforts in terms of channels and after sales, precisely because of the joint efforts of the Trinity strategic alliance, which makes Dongfeng scenery products in the market. On the user's favor, achieved good sales.

In particular, it is worth mentioning that the scenery 580's 7-year/150,000-kilometer super warranty service is the same for the first time in the industry. "Zhang Zhengyuan bluntly said." 7 years / 150,000 km super warranty is mainly from the user's point of view to develop an innovative service model. It is difficult to buy a car to keep a car. At present, our country's standards and requirements are 3 years/60,000 kilometers. We have greatly surpassed the expectations of users, and 7 years/150,000 exceed the industry warranty standards, which brings benefits to users. ”

Zhang Zhengyuan said: “In addition, our 7-year/150,000-kilometer super warranty is also unprecedented in terms of warranty coverage, including vehicle and engine warranty. We promise that the repaired parts will cover the engine, transmission and brake. Most safety and functional parts such as systems, steering systems, fuel systems, cooling systems, electrical appliances, bodywork, interiors, and accessories, as well as high-valued heavy-duty parts are listed (eg engine ECU, steering system EPS, cooling system) Water tanks, evaporators for air conditioning systems, radiators, etc.) For areas where common interior seats are cracked, cracks in dashboards, paint pick-offs, etc. are prone to problems, Dongfeng scenery will be completely repaired or replaced. This policy is hailed as "the most comprehensive and most sincere" quality assurance policy."

In addition, in order to respond quickly to user needs, Dongfeng Scenery also makes full use of the new media platform and establishes Dongfeng Scenery Service No., home of Dongfeng Scenery users. Users only need to pay attention to the WeChat service number, bind the frame number, and can be on the service number at any time. Feedback needs and issues, the system will recommend the service site to the user. In addition, the dealer service manager will reply within 10 minutes to achieve fast and effective solution to user needs.

As Dongfeng Motor's brand new passenger car brand, Dongfeng Scenery is fully innovating in accordance with the high standards of the passenger car market in terms of channel network construction. Zhang Zhengyuan introduced: “This year, the Dongfeng scenery has done enough work at the sinking level of the channel to dig deeper the consumer buying habits and key needs of 234 consumers, and strengthened the grassroots network construction to enhance the existing sales network and promote There are channels to upgrade and better meet the needs of passenger cars for car purchases and services."

In addition to the promotion of traditional sales channels, the Dongfeng scenery has also started the exploration of new business models. Together with the largest e-commerce platform in China, the Tmall platform, it has made new levels of innovation in Internet e-commerce marketing.

In 2017, a new compact SUV of Dongfeng scenery will also be officially launched on the market. This new SUV model adopts a bolder new design style. The overall shape is more dynamic, full of trendy and full of power options. , Configuration and space also have advantages. “We believe that this new compact SUV will form a synergy with the scenery 580 and provide consumers with more diversified vehicle options.” Zhang Zhengyuan also revealed: “The Dongfeng scenery super smart strategy 2017-2020 product master plan will be It covers three passenger vehicle platforms and more than seven new models, which fully satisfy current consumers' diversified needs for smart cars."

Conclusion:

Compared with other new brands, Dongfeng Scenery's success in marketing has made it a breakthrough. More importantly, the Dongfeng Scenery brand has more than 3 million users of Dongfeng Xiaokang’s accumulated interest and trust in the past 11 years, and 1,500 companies. Offline support for sales service outlets. There are many independent brands with similar Dongfeng scenery, such as Changan Auchan, Baojun and other brands. How to effectively use Dongfeng Group's advantageous resources and get rid of the shadow of Dongfeng Xiaokang commercial vehicle is an important issue for the Dongfeng landscape brand to consider next.