For example, Dongfeng Shen Feng still achieved steady sales growth in 2022, with a cumulative sales of 65,438+090,587 new cars, up 58% year-on-year, outperforming the broader market; Overcome all difficulties such as epidemic situation, supply chain and "core panic" and achieve the best annual sales performance in history. The result is exciting, showing tenacity and perseverance in adversity. Under the great changes of the times, Dongfeng Shen Feng has grown into the mainstay of its own brand in a short time, subverting the old pattern, showing great resilience, and it will continue to be popular in 2023, triggering a rush to buy. How did Dongfeng Shen Feng do it?
Technology empowers products and makes quality stand out.
If you don't grow up in adversity, you will die in adversity. Facing the "unprecedented changes" in the automobile industry, the mainstream automobile enterprises in China have awakened their own genes of innovation and vitality, and made continuous breakthroughs in core technology fields with new energy and intelligence. For example, in recent years, the hottest hybrid fields in the automobile market, including Dongfeng Mach dual-engine MHD hybrid system, Great Wall lemon hybrid DHT, BYD DM-i, Changan Zhidian iDD, Geely Raytheon DHT and other technologies, have successfully detonated a large wave of China brand cars. Among them, Dongfeng Mach dual-engine MHD hybrid system, as a new network celebrity, constantly "refreshes the screen" and becomes a very typical case in the technological development of China automobile industry.
As we all know, thermal efficiency is the core index to measure the energy conversion of an engine, and it is also one of the core indexes to reflect fuel economy. The higher the thermal efficiency, the more kinetic energy can be generated with less oil. In order to improve the thermal efficiency of the engine, various automobile manufacturers and software and hardware suppliers are trying their best to achieve it through technical means. Improving the thermal efficiency of the engine is not only one of the technical routes for the overall development of new energy vehicles in China, but also one of the important measures to implement the "double carbon" strategy in China, and it is also an important direction for the "energy revolution" of the automobile industry. As the "national team" of the automobile industry, Dongfeng Group is the undisputed leader, and Dongfeng Mach Power is the first.
On February 7th, Dongfeng's new generation Mach C 15TDE hybrid engine passed the "Energy Efficiency Star" certification of China Automobile Research Institute, and its maximum effective thermal efficiency reached 45. 18%, making it the first hybrid gasoline engine with thermal efficiency exceeding 45% in China automobile industry. This is of epoch-making significance in the field of power in China, showing the world-class and industry-leading hard-core strength of Dongfeng self-developed power.
First-class research and development strength can create first-class technical products. Dongfeng Mach Power is a 0/00% automatic control power system of Dongfeng Group/KLOC. Since its inception, it has always followed the design concept of "mass production generation, R&D generation, pre-research generation" and constantly carried out iterative innovation. Always adhere to the "full stack self-research", around the independent industrial chain, reserve the world's leading technology 14, seize more than 20 invention patents 120, and accumulate 246 hard technology patents. And as early as 2020, the mass-produced Dongfeng Mach 65438 +0.5T engine took the lead in achieving a thermal efficiency of 4 1.07%, becoming the first supercharged vehicle in China to be certified to break through the thermal efficiency of 4 1%, and was certified as an "energy efficiency star" by China Automobile Research Institute. Including Dongfeng Mach dual-engine hybrid system, it has successively won the top ten engines of "China Heart", won the "Special Award of the Jury of the Year" of China Automobile Fengyun Festival for two consecutive years, and was rated as "epoch-making existence" by experts and "has become a world-class engine echelon".
As the saying goes: "A good horse with a good saddle", the model equipped with Dongfeng Mach power system has also become a star product integrating technology and design. For example, Haoji not only recently won the 2022 International CMF Design Award, but also successively won the World Intelligent Driving Challenge 2 Gold 1 Silver 2 Challenge Awards (Intelligent Driving Gold Award, Emergency Avoidance Gold Award, Intelligent Parking Silver Award, Emergency Lane Keeping Challenge Award, Intersection Auxiliary Challenge Award), 2022 China Top Ten Chassis Award and Best Design Individual Award, "2022 China Top Ten Body" and "Best Low Carbon Award". At the same time, it also won the honor of "Five-Star Healthy Car" certification, and was shortlisted for the third "China Automobile Fengyun Festival" hosted by China Central Radio and Television General Station ... Obviously, under the blessing of Dongfeng Mach Power and other technologies, Dongfeng Shen Feng series products showed the charm and strength of "the most champion".
At present, China brand technology is in an explosive era. On the basis of integrating Dongfeng's 54-year independent development and 365,438+0 years excellent experience and achievements in joint venture and cooperation, Dongfeng Shen Feng successfully entered the "Technology Shen Feng Era" with brand-new Dongfeng Mach power technology and brand-new modular architecture of DSMA, casting its own technical barriers in an all-round way and making its products stand out through technology. Compared with many brands in new energy, they either rushed into the market or were at a loss. Dongfeng Shen Feng has been carefully creating technologies and striving to create technologies and products that best meet the needs of consumers. It is with this persistence that Dongfeng Shen Feng can continue to glow with youth and go against the trend.
Mode marketing, promoting brand rise
The iterative quality of technology upgrading products is younger ... Dongfeng Shen Feng enjoys a pleasant headwind, but at the same time, the brand needs to match it and constantly refresh its image. At present, new forces constantly advocate "user-oriented enterprises", while traditional car companies are keen to build "industrial ecology". As a "national team", Dongfeng Shen Feng is not complacent, but focuses on rejuvenation, constantly refreshing users' cognition and driving the brand upward through various innovative marketing methods. For example, from 2020, Dongfeng Shen Feng began to seize the beach for new media and short video marketing, and took the lead in laying out new media tracks. Through systematic measures such as anchor exploration and standardization and dealer training. , you can get through the full link marketing method from short video to live broadcast, so as to better cope with the market and seize business opportunities.
In recent years, Dongfeng Shen Feng has been "full of tricks" at the marketing level, fully activating its brand potential. For example, a new version of the GS Mach version was recently launched, and a "young strength show" was jointly launched with the spokesperson "Crazy Xiao Yang Ge"; In the first appearance of Haoji last year, in order to present a unique visual impression, the virtual experience space of the "Wind Star" meta-universe community was specially built. In order to highlight the intelligent image, we also matched the virtual character intelligent housekeeper "Sister Hao" and invited car critic Hugh to introduce Hao Ji's leading strength in technology. At the subsequent Haoji pre-sale conference and the listing of Haoji small theater, Dongfeng Shen Feng presented a visual feast with both creativity and dry goods for the audience. At the same time, along with the IP test drive series of Super Detective in the first season, through in-depth test drive experience, we verified the strength of Haoji hard-core products with the media and users.
Similarly, last year, Tik Tok red man Wenger and his wife launched the first 24-hour family car plan in MAX, Yi Xuan, Dongfeng Shen Feng; Tik Tok car critics often run away from Jingshan Panshan Highway in Yuhang, Hangzhou, which is known as "Autumn Mountain in Hangzhou", and carry out 24-hour live broadcast of the whole car without ceasefire; Last year, the brand-new Yi Xuan Mach version of Dongfeng Shen Feng went on the market. Under the "general mobilization" of a large number of traffic big coffees and talk show actors such as Crazy Brother Yang, Tiger Brother, Hulan, Xu Zhisheng and Tutu, they "blurted out" in the form of live online talk show. Prior to this, the promotional short film of Dongfeng Shen Feng products released by Crazy Xiao Yang Ge exceeded 47 million in a few hours, and nearly 2 million people liked it, which was really broken.
Of course, expanding popularity through short video and live marketing is only the first step, and it depends on the national team to enhance the brand image. As a strategic partner of China's national table tennis team, Dongfeng Shen Feng has carried out national table tennis promotion activities in four major areas: promoting national table tennis propaganda, national table tennis events, mass table tennis action and international table tennis exchange. The brand image of the "national team" platform "national team" has been rapidly improved. For example, in conjunction with the China Table Tennis Association, we specially launched the "Play MAX" summer public welfare live class and the second season of "Dongfeng Mach Power Cup" public welfare live class. Together with the national table tennis team, we will promote national culture, popularize table tennis and help young people grow up ... close to users and life. Every transformation and growth of Dongfeng Shen Feng will become a powerful starting point for brand upgrading.
Take users as the center and create a win-win ecology.
From users to users. In the automobile industry, users have always been the most important brand and product contact. Dongfeng Shen Feng continues to take users as the center, and develops a variety of colorful ways of car owners' interaction through product creation, modification and opening up the Meta-Universe community, so as to start a better life for people and cars together with users. Nowadays, "customer first" and "embracing users" have become the policy orientation of Dongfeng Shen Feng's marketing and service. For example, at the first fan festival in May 200212002, Dongfeng Shen Feng officially released the "C Service Plan", put forward the service proposition of "sincerely dare to promise and help each other to create an interesting life", and launched a series of activities centered on users to spoil fans. After a lapse of one year, Dongfeng Shen Feng's "C Service Plan" was upgraded again at the second Fans' Festival, and a 2.0-cycle service ecosystem covering the whole life cycle of "car selection, car purchase, car use and car sale" was born, which continued to create value for customers.
A realistic example is that today's Dongfeng Shen Feng actively responds to the market policy and the upgrading demand of users' consumption, and promotes the company's transformation to "product+service". In the current spring season in bloom, the sales of Dongfeng Shen Feng are hot, and the main models such as Haoji, Yi Xuan MAX and the new Yi Xuan Mach version continue to sell well, especially in Hubei, where stores are full and many users are scrambling to buy them. In fact, the preferential strength of Dongfeng Shen Feng is relatively "moderate". Behind the hot sale is actually the embodiment of high quality and high value of Dongfeng Shen Feng products, which reflects the public's recognition of Dongfeng Shen Feng brand and products. Moreover, the popularity of Dongfeng Shen Feng is not limited to Hubei, and it is not a typical marketing phenomenon of "stimulating Hubei".
If the "C-position service plan" is the best embodiment of Dongfeng Shen Feng's concept of "embracing customers", then the implementation measure of connecting with users, establishing deep connections, creating a win-win ecology and keeping users in the "C-position" is Dongfeng Shen Feng. Whether online or offline, Dongfeng Shen Feng provides users with a richer life for car owners through various creative activities. For example, in the second fan festival, Dongfeng Shen Feng blew up the audience through a series of fancy fan activities, such as fan camping party, city pet challenge, 13 14 blind booking challenge, and shopping mall "polar selection area". Last year, Dongfeng Shenfeng Haoji launched the national ten-city super camp experience activities, including city camping, interactive punching, music barbecue ... and went to an exquisite and comfortable "wild luxury" life feast with the media and users. Dongfeng Haoji joined hands with life poet Kiki and the vast number of Haoji car owners to * * * go to # 丫丫丫丫? Hao Ji China # Hao You's poetic journey, writing a romantic and open poetic life in great rivers and mountains.
In addition to a win-win situation with users, Dongfeng Shen Feng also works with users to create and upgrade products, keep up with market and user demand, and constantly introduce new products. For example, in view of young people's sports tastes and preferences, in 2023, Huanxin introduced the black color scheme of Dongfeng Shenfeng Haoji and Yi Xuan MAX Magic Night. The Darth Vader style looks more sporty, and its scientific and technological attributes and riding experience are also on the rise. The new products not only further meet the personalized needs of users, but also continuously inject vitality and vigor into Dongfeng Shen Feng brand. In the future, Dongfeng Shen Feng will also speed up the layout and launch of new energy products, realize the further expansion of Dongfeng Mach Power and the multi-energy power layout of PHEV and EV.
Write at the end:
As the saying goes: real gold is not afraid of fire. In the highly competitive automobile industry, there is never a shortcut to success. Only by persisting in innovation and speaking with product strength can we win the recognition of consumers. With the brand-new "Mach Power" technology, the super modular architecture of Dongfeng DSMA, and the continuous innovation in mode marketing and user operation, Dongfeng Shen Feng strives to carve out its own world in the complicated and involuted market competition. The development of Dongfeng Shen Feng is gratifying, which is also a microcosm of the continuous improvement of China brand.
(This article was originally written by Wu Wen Lane New Media Studio, please indicate the source: Wu Wen Lane, Author: Hefeng)
This article is from Wu Wen Lane, the author of Easy Car Number, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.