Improving terminal sales and regaining lost customers is the focus of Dongfeng Nissan's current work. A more specific goal is to return the new generation of talents to the mainstream position of mid-level cars.

On January 16, Dongfeng Nissan announced that a new generation of Tianzhu will be launched in the first half of this year. “The new generation of Tian Hao will achieve the highest level in the mid-to-high-end auto market regardless of its styling, manipulation, or comfort experience, far exceeding the expectations of consumers.” Ren Yong, deputy general manager of Dongfeng Nissan said.

Millions of missed hands

“All along, we have this dream, that is, when Dongfeng Nissan is established 10 years ago, it will achieve an annual output of over 1 million cars, annual revenue of 100 billion yuan, and enter the first camp of the Chinese automotive industry.” Ren Yong, deputy general manager of Dongfeng Nissan Say.

This dream, which was originally very promising to achieve, has been lost in the collective crisis of Japanese cars. According to the latest data released by Dongfeng Nissan, its annual sales volume in 2012 was 772,985 units, which was a significant drop from the sales volume of 808,000 units last year. This is related to the plight of the Japanese car market as a whole in the Chinese market last year. Affected by this, Dongfeng Nissan once fell to the top ten in the single-month sales ranking in 2012.

In early January, the reporter had visited the Dongfeng Nissan Huadu factory. The factory had appropriately reduced its production in accordance with the actual situation to reduce the inventory of itself and the dealers. In addition, orders for suppliers supporting Dongfeng Nissan also declined significantly.

At the same time, Nissan executive vice president Andy Palmer also said that the target sales in China will be reduced by about 20%.

However, in Dongfeng Nissan’s view, “the misfortunes and misfortunes of the blessings and misfortunes” make the Chinese and foreign shareholders more determined to deepen localization and deepen their commitment to the Chinese market.

In fact, since the senior management forum was held in November last year, Dongfeng Nissan executives have always been studying the idea of ​​getting out of the predicament and reunite their understanding. When the external environment is difficult to control, Dongfeng Nissan only has to work hard.

Re-confidence

"Progress, the next miracle" is the theme of the Dongfeng Nissan Senior Executive Forum at the end of 2012, and is the declaration of Dongfeng Nissan's march into the 2013 goal of 2013 after the crisis.

Since its establishment in June 2003, Dongfeng Nissan has experienced three crises. After the first two crises, the company has won several years of growth.

“The more moments are like a crisis, the easier it is to motivate everyone's morale. This is also a visionary strategy for President Zeng’s vision.” Dongfeng Nissan’s insider commented.

The "General Mobilization Order" issued by the Executive Forum also formed a "potential" within Dongfeng Nissan, namely the "sword spirit" of the concept, and was unwilling to fail. This is crucial for Dongfeng Nissan, which is at a stage of development.

Ren Yong said, “Renault will soon enter the Chinese market. Under the background of global integration, Dongfeng Nissan will become more and more internationalized. The business ideal of Dongfeng Nissan is to become a company that roots in China and contributes to the world rather than purely. A brand manufacturer in China."

It is worth mentioning that as a relatively open company in the joint venture system, both Dongfeng Nissan’s Chinese and foreign parties can maintain a more open and more inclusive attitude in terms of technical cooperation and management. This is also an important aspect of Dongfeng Nissan's confidence in getting out of the predicament.

Ren Yong believes that letting Dongfeng Nissan become an international company can really resolve the crisis facing the company and the same risks in the future. In his opinion, Dongfeng Nissan already has a capacity of one million units. In the future, the ship will grow bigger and more stable.

While recovering self-confidence, Dongfeng Nissan also actively sought out consumer confidence in Dongfeng Nissan's brands.

According to sources, Xintiandi will be officially listed in the first half of this year. It is expected that Xintiandi will be equipped with a combination of a new generation of QR25 engine and a new generation of intelligent XTRONIC-CVT transmissions.

At present, Dongfeng Nissan is preparing for the listing plan for the new generation of Tian Hao. They hope to regain market recognition through this model and allow consumers to re-understand the importance of the Japanese product brand to the Chinese market.

In the year of listing in 2008, Tianzhu exceeded the set target by 54%. Since then, Tianyi has achieved a three-level jump in sales: from 109,000 in 2009 to 140,000 in 2010 and 156,000 in 2011. Up to now, the cumulative sales of Tianzhu has reached 707,811 units, ranking the top three in the high-end car market for a long time. It is worth mentioning that in 2011, Tian Hao also achieved a "zero inventory" miracle.

Although the collective crisis that the Japanese cars encountered in China in 2012 caused Dongfeng Nissan to step into the channel of declining sales volume, Dongfeng Nissan is confident that the new generation of Scorpio built with the global strength of Nissan will allow it to regain consumer recognition. "From now on, the middle and high-level markets have officially entered the "days of the sky" time." Ren Yong is full of confidence.

Looking forward to 2013 recovery

After a proactive response, Dongfeng Nissan started showing signs of recovery at the end of last year.

Data show that in November, the daily product licensing harvest orders 60069 units, Qichen brand sales of two models reached 8047 units; in December, Dongfeng Nissan victory in pursuit, the daily product licensing orders have reached 77,187 units, Qi Chen brand also achieved orders 9327, Sales of 8,226 units.

When the reporter visited the Dongfeng Nissan factory in early January, he also discovered that the company’s employees had no pessimism at the end of last year. The whole company has carried out orderly work around the new plan for 2013. The factory is also preparing to gradually increase production capacity, and plans to resume the two-shift production system on January 21. Everything is gradually on the right track.

The upcoming IPO will also become a key product for Dongfeng Nissan to reshape the market and restore consumer confidence. Of course, with the uncertain prospects of Sino-Japanese relations, whether the new Tianyi can open an incision for the full recovery of Dongfeng Nissan and accelerate the pace of its revival remains to be verified.