On April 19, Dongfeng Motor Group (hereinafter referred to as Dongfeng Group) announced the brand of passenger car. Zhengzhou Nissan’s Dongfeng brand was renamed “Dongfeng Fashionâ€. In parallel with Dongfeng Fengfeng and Dongfeng Fengshen, it became the next three sub-brands of Dongfeng Passenger Vehicle brand. one. At the Shanghai Auto Show, Dongfeng Group first exhibited with the unified image of “Dongfeng Pavilionâ€, which meant that Dongfeng Group’s independent integration stepped into the deepwater area.
3 brand outlet sharing services
According to the plan, the brand popular in the future will be “Caring for the Familyâ€, and the product will highlight the characteristics of its “MPV manufacturing expertsâ€. Fengshen will shape the mid-end brand image of “Fashion Technologyâ€, and the models will be more oriented towards younger groups; the style can use Zhengzhou’s Nissan for many years. Experience in the field of light commercial vehicles to create a "professional trust" brand appeal.
Dongfeng Group introduced that by 2020 its overall R&D investment will reach 15 billion yuan. Guo Zhenlu, general manager of Zhengzhou Nissan, said that in the case of a significant increase in R&D investment, Dongfeng’s popularity, Fengshen’s demeanor will be part of a large collaborative strategy, including the development of vehicle models and systematic research. “We will become a real part of this collaboration, division of labor, and expansion strategy, and then use it together on many resources. Certainly, some models may be produced by Zhengzhou Nissan, which is led by Zhengzhou Nissan’s R&D center. In other cities, our R&D personnel will also be in the past. It is a division of labor and a collaborative relationship."
As an important part of the large-scale independent strategic plan, it is the construction of "cooperative shop". Since last year, Dongfeng Group has begun to build a future joint sales channel, the "Cooperative Store," and the above three brand models will be jointly sold in the store. The network was first selected in Longyan, Fujian, Xiangtan, Hunan, and Xinhui, Jilin. At present, three cooperative stores have already started operations.
According to the plan, the cooperative store generally chooses not to support the small and medium-sized market where a brand store survives. Building a collaborative shop will enable all three branded products to enter the market. For Dongfeng Group, this undoubtedly strengthens the channel penetration opportunities; for dealers, collaborative stores can make them more willing to enter some small-capacity markets because they can authorize the sale of three brand models.
“Under the condition that there is an opportunity to build an independent store, it does not make much sense to build a store together.†Deputy General Manager Liu Liuming of Dongfeng Liuqi introduced that in the future there will be plans to achieve “service synergy†for the three national brands of dealerships. Any popular, Fengshen and demeanor brand outlets can maintain and maintain all models of the three brands, which can significantly shorten the service radius and enhance the synergies.
Collaboration in seeking differences
In the context of collaboration, how to differentiate the positioning of the three sub-brands will be the key to the next step. The first and foremost is the overlapping of products under the popular and demeanor brands. Guo Zhenyun admitted that the prices of handsome customers went down, followed by Ling Zhi’s price overlaps, and both were positioned as users of micro-guy upgrades. “We did a lot of market research in the early days and later found that Lingzhi owners mostly buy because of the large space, but the users of the handsome passengers use more combinations of goods and businesses. This involves the subsequent strengthening of this differentiated positioning in marketing methods and dissemination. ."
In the same way, Yan Liuming explained that before the major autonomy, all three manufacturers did not develop in accordance with the differentiated positioning. Therefore, in the short term, the segmentation between products and brands is difficult to distinguish, and conflicts in the market segments are also inevitable. "When slowly accumulating to the next generation or third generation products, the product differentiation among brands will be obvious."
On the same day, Dongfeng Liuzhou Motor Co., Ltd. released its mid-term business plan for the period from 2013 to 2017. It plans to sell 200,000 vehicles in five years. In order to more clearly highlight its "MPV manufacturing experts" brand positioning, 4 of the next 7 new models are MPV models.
It is also understood that follow-up sales in the terminal will also start a corresponding dealer training program for the cooperative shop. Due to the fact that there are more MPV models in the "Co-shop" than the sedan, there is a difference in the requirements for selling "big" and "mass" products.
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