Dongfeng has become a mainstream Chinese automaker.

On December 30th, the car manufacturer in southwestern China ushered in the offline of its 100,000th sedan. A King Plaza LV became the 100,000th iconic model. The 100,000 vehicles, both for China's huge auto market, and for car makers with big crocodile and fierce competition, are all numbers that seem to be just starting. This figure is full of entrepreneurship, hardships and struggles for Dongfeng popular. This process has experienced more than ten years of sharpening.

In 2011, the growth rate of the domestic passenger car market was less than 3%. In this market environment, 100,000 downlines are a symbolic "Congratulation Ceremony" for Dongfeng Popularity. This is an important node and symbol. , It marks the staged victory that the company has been pursuing in a low-key, pragmatic, constantly digging, and bravely trying out a new marketing model. At the same time, it is also the company that has entered the mainstream car manufacturer in China and has begun to enter the next stage of development. Start.

Accurate Marketing "Three Crowns" Achievement 100,000

In 2011, Dongfeng was able to successfully achieve the mission of 100,000 vehicles. It was from the “Three Crowns” achievement created by Dongfeng Popularity – precision marketing, and seizing new markets from market segments was the key to the success of Dongfeng. Jingyi is one of the 10 mainstream products of China's self-owned brands in 2011, and it ranks as the champion of segment sales. This model achieved a monthly average of 6,000 units of single product sales in 2010. In 2011, as the main driving force for the growth of Dongfeng’s sales volume, the sales volume of the “urban style jiujia” Jingyi LV monthly exceeded 4,000 units, breaking the previous one. The maximum monthly sales of similar models in the domestic market are limited to about 1,000 units. Jingyi’s best-selling marks the initial victory of Dongfeng’s popularization of products from niche products to mass consumer products, from regional sales to nationwide transition, and from guerrilla warfare to positional warfare. Outside Jing Yi, Ling Zhi [Summary Picture Forum] succeeded in the commercial vehicle market at the end of the year and became the monthly MPV sales champion. Lingzhi 1.6L new products listed in October 2011 became "China's first small-displacement MPV." By November, in the sample market alone, Lingzhi 1.6L monthly sales had exceeded 2,000 units. In December, Lingzhi series had entered the “MPV sales of 5000 units”. The rapid development of the two brand series models has made Dongfeng popular in the Chinese MPV market. In 2009, the production and sales of popular passenger cars were 25,000 units. In 2010, the production and sales of popular passenger cars broke through 50,000 units in one fell swoop; in 2011, this number reached 100,000 units. For the second consecutive year, it maintained a 100% year-on-year growth, which is unique in the current domestic passenger car market, and has also made Dongfeng become the fastest-growing "champion" in the domestic automotive industry this year.

Dongfeng Liuzhou Motor drive Daoran Message from the President <br> <br> intensive "boot" and then promote new growth

The "three crowns" achievement has made Dongfeng the iconic leap of 100,000 in 2011. In 2012, China's first small-displacement large-space all-round commercial vehicle - popular Lingzhi 1.6L will be fully listed. With the strong sales of this new product, small-displacement business vehicles will become a new growth in the MPV market. point. In 2013, another mid- to high-end MPV product for the public business market will also be available. Through a comprehensive business vehicle market, the popular car will become the leader in the independent MPV camp. At the same time, Jingyi SUV, the popular SUV model of the car, will also be launched in 2012 and enter the urban SUV segment. The three new products will become the new sales growth points for Dongfeng. In 2012, Dongfeng’s annual sales target will be 150,000. This means that Dongfeng will continue to maintain sales growth of up to 50% in 2012. As an important force in the Chinese automobile market. The industry generally believes that Dongfeng has become a landmark enterprise for gradual growth. With its strong product quality and continuously improved service standards, Dongfeng will usher in explosive growth in the context of growing scale and lower production costs. .

Strive for improvement

Compared with joint-venture brands, Dongfeng has become increasingly weak. The lack of resources in the initial period of brand creation, the limited product range, and the weakness of the overall brand power have once plagued popular people, and at the same time made Dongfeng’s popular brands difficult. However, it is this difficulty that has made popular people more resilient, united, and wise. Faced with their own lacks, facing up to competitors, grasping what they have, and working together, they worked together to develop a marketing strategy that fits their own reality, and explored a regional marketing model suited to their own characteristics, and continuously replicated and promoted within the system.

Under the guidance of the established marketing strategy, Dongfeng has gained full insight into the market, and has in-depth understanding of consumer needs in different market segments. With the “customer first” business philosophy, Dongfeng has continuously extended its high-quality products and services to various segments and launched. A variety of distinctive commercial vehicles and Jiajiao products, and received widespread consumer acceptance, and finally in the commercial vehicle and large-scale two-door sedan market created a world of their own. Dongfeng has successfully promoted the commercial vehicle and large-size hatchback sedan from the subdivision to the public, which has also become the popularization of commercial vehicles and large-sized hatchback sedan chairs.

In the face of existing achievements, the popular people never became complacent, but they were always on thin ice, because relative to the joint venture brand, relative to the domestic leading enterprises, Dongfeng popular only stayed in the initial stage of brand building. To become bigger and stronger, we must have strong independent research and development capabilities and a reliable quality assurance system. As a result, popular people continue to make efforts in R&D, production and quality management, and lay a solid foundation for the overall development of the company. Nowadays, Dongfeng has already possessed internationally advanced “Four Processes” for stamping, welding, painting and final assembly and supporting facilities. It has passed the internationally leading production management system certification and Nissan’s advanced QCD quality process control system certification, and has independent research and development capabilities. Breakthrough progress has also been made.

It is believed that under the spur of the "motto" of enterprises that strive for excellence, work hard, and be aggressive, popular people will also create more "champions." Dongfeng's popular brands will also move to a higher level.