The much-anticipated 315 Party has come to an end, and many companies have been exposed. The automobile industry has always been a focus of consumers' attention. Unlike some car companies that are passive and slow down their work and deceive consumers, those car manufacturers that are conscientious and down-to-earth will eventually win people's respect and trust.
For example, Dongfeng Fengshen still achieved a steady increase in sales in the extremely difficult year of 2022. A total of 190,587 new cars were sold throughout the year, a year-on-year increase of 58%, outperforming the market; it comprehensively overcome the epidemic, supply chain and "chip "Panic" and other difficulties, it achieved the best annual sales performance in history. The results are exciting and it shows tenacity and perseverance in the face of adversity. Under the great changes of the times, Dongfeng Fengshen has grown into the mainstay of its own brands in a short period of time, subverting the old pattern and showing strong resilience. It will continue to be popular in 2023 and trigger a rush to buy. How did Dongfeng Fengshen do it?
Technology empowers products and makes quality stand out
If you don’t grow in adversity, you will die in adversity. Faced with the "big changes unseen in a century" in the automotive industry, mainstream Chinese car companies have awakened their own genes of innovation and vitality, and are using new energy and intelligence to seize the lead in the automotive industry and continue to make breakthroughs in core technology fields. For example, in the hybrid field that has been the hottest in the auto market in recent years, technologies such as Dongfeng Mach Shuangqing MHD hybrid system, Great Wall Lemon hybrid DHT, BYD DM-i, Changan Smart iDD, Geely Thor DHT and other technologies have been born one after another and have successfully brought... A large number of Chinese brand models have become popular. Among them, Dongfeng Mach Shuangqing MHD hybrid system, as a new Internet celebrity, continues to "brush the screen" and has become a very typical case in the technological development of China's automobile industry.
As we all know, thermal efficiency is the core indicator for measuring engine energy conversion and one of the core indicators that reflects fuel economy. The higher the thermal efficiency, it means that less oil can be used to generate more kinetic energy. In order to improve engine thermal efficiency, various automobile manufacturers and software and hardware suppliers are trying to find ways to achieve it through technical means. Improving engine thermal efficiency is not only one of the technical routes for the overall development of new energy vehicles in my country, but also one of the important measures for my country to implement the "dual carbon" strategy. It is also an important guide for the "energy revolution" of the automotive industry. As the "national team" in the automobile industry, Dongfeng Group plays its part, and Dongfeng Mach Power takes the lead.
On February 7, Dongfeng’s new-generation Mach C15TDE hybrid engine passed the China Automotive Research and Development Corporation’s “Energy Efficiency Star” certification. Its maximum effective thermal efficiency reached 45.18, making it the first thermal efficiency model in the Chinese automobile industry. A hybrid gasoline engine over 45. This is of epoch-making significance in China's power sector and demonstrates the world-class and industry-leading hard-core capabilities of Dongfeng's self-developed power.
First-class R&D capabilities can create first-class technical products. Dongfeng Mach Power is a power system independently controlled by Dongfeng Group. Since its launch, it has always followed the design concept of "mass production generation, research and development generation, and pre-research generation" and continued to carry out iterative innovation; it has always adhered to "full-stack self-research" and centered on It has an independent industrial chain, reserves 14 world-leading technologies, and has obtained more than 120 invention patents, with a total of 246 patents close to it. It has hard-core technology. And as early as 2020, the mass-produced Dongfeng Mach Power 1.5T engine took the lead in achieving a thermal efficiency of 41.07, becoming the first domestic supercharged model certified to break through 41 thermal efficiency and obtaining the China Automotive Research and Development Corporation's "Energy Efficiency Star" certification. Including the Dongfeng Mach dual-engine hybrid system, it has won the "China Heart" Top Ten Engines, won the "Jury Annual Special Award" at the China Automotive Festival for two consecutive years, and was rated by experts as "an epoch-making existence" and "has become a world-class Engine Echelon”.
As the saying goes: "A good horse deserves a good saddle." Models equipped with Dongfeng Mach power system have become star products integrating technology and design.
For example, Haoji not only successfully won the 2022 International CMF Design Award recently, but also won 2 gold, 1 silver and 2 challenge awards in the World Intelligent Driving Challenge (gold award for intelligent driving, gold award for emergency avoidance, silver award for intelligent parking, and emergency lane keeping). Challenge Award, Intersection Assistance 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 "Five-Star Healthy Car" certification honor , was shortlisted for the third "China Automotive Festival" hosted by China Central Radio and Television... It was easy to win the award. It can be seen that with the support of Dongfeng Mach Power and many other technologies, Dongfeng Fengshen series products have shown the "most championship" Charm and strength.
We are currently in the era of the explosion of Chinese brand technology. Based on the integration of Dongfeng’s 54 years of independent development and 31 years of excellent experience and results of joint venture cooperation, with the new Dongfeng Mach power technology and DSMA’s new modular architecture etc., Dongfeng Fengshen has successfully entered the "Technical Fengshen Era", comprehensively built its own technical barriers, empowered products through technology, and made its quality stand out. And compared with many brands that are either hasty or at a loss when it comes to new energy, Dongfeng Fengshen has always implemented the meticulous craftsmanship of technology and strives to create technologies and products that best suit consumer needs. It is precisely thanks to this persistence that Dongfeng Fengshen can continue to rejuvenate and achieve sailing against the trend.
Fancy marketing drives the brand upward
Technological upgrades, product iterations, quality renewals... Dongfeng Fengshen's headwind is gratifying, but at the same time, the brand also needs Match it and constantly refresh the image. At present, new forces are constantly advocating "user-oriented enterprises" and traditional car companies are keen on building an "industrial ecology". Dongfeng Fengshen, as the "national team", has not rested on its laurels. Instead, it has focused on youth and continued to develop through a variety of innovative marketing methods. Refresh user awareness and drive the brand upward. For example, starting from 2020, Dongfeng Fengshen has begun to seize new media and short video marketing, taking the lead in laying out the new media track. Through systematic measures such as the discovery and standardization of anchors and dealer training, we will open up a full-link marketing method from short videos to live broadcasts, so as to better respond to the market and seize business opportunities.
In recent years, Dongfeng Fengshen has been "full of tricks" at the marketing level to fully activate the brand's potential. For example, the recently launched Yixuan GS Mach Edition launched a "Wealth Creation Show for Young Talents" together with the spokesperson "Crazy Little Yang"; in Haoji's debut last year, in order to present a unique visual look and feel, The "Wind Star" metaverse community virtual experience space was specially built; in order to demonstrate its intelligent image, it was matched with a virtual character smart housekeeper "Hao Sister", and car reviewer Hu Ge was invited to introduce Haoji's technological leadership. strength. In the subsequent Haoji pre-sale press conference, Haoji small theater launch event, etc., Dongfeng Fengshen presented a visual feast with both creativity and practical information to the audience, and at the same time, it was accompanied by the first season IP test drive of "True Detective" The series of activities continues throughout, and through in-depth test drive experiences, Haoji’s hard-core product capabilities are verified together with the media and user friends.
Similarly, last year Douyin celebrity Wenger and his wife launched the Internet's first 24-hour home-car plan in Dongfeng Fengshen Yixuan MAX; Douyin car reviewer Lao Chang went crazy in the so-called "Hangzhou" "Qiu Mingshan" Hangzhou Yuhang Jingshan winding mountain highway, a 24-hour live broadcast of the entire vehicle driving without shutting down; and last year, Dongfeng Fengshen's new Yixuan Mach version was launched, in the crazy big and small Yang Ge, Hu Ge, Miduo, Hulan, Xu Zhisheng, Tu With the "general mobilization" of a large number of traffic celebrities and talk show actors, the company "sells by talking" through live online talk shows. Prior to this, the Dongfeng Fengshen product promotional video released by Crazy Little Yang had exceeded 47 million views and nearly 2 million likes within a few hours, truly breaking through the circle.
Of course, expanding visibility through short videos and live broadcast marketing is only the first step. Improving the brand image also depends on the national team. As a strategic partner of China's national table tennis team, Dongfeng Fengshen has carried out a series of national table tennis promotion activities in four major areas: national table tennis promotion, national table tennis events, charity table tennis actions and international table tennis exchanges. The "national team" platform "national team", brand The image has been rapidly improved.
For example, we have cooperated with the China Table Tennis Association to launch the "Yiqi Show MAX" National Table Tennis Summer Charity Live Class and the second season of the "Dongfeng Mach Power Cup" National Table Tennis Charity Live Class. We have also joined hands with the National Table Tennis Team to promote the national football culture and popularize the sport of table tennis. , to help young people grow... Close to users and close to life, every transformation and growth of Dongfeng Fengshen will become a powerful starting point for brand upgrades.
User-centered, create a most innovative and win-win ecosystem
From users, to users. In the automotive industry, users have always been the most important brand and product touch points. Dongfeng Fengshen continues to be user-centered, and develops a variety of colorful car owner interaction methods through product innovation, modification, and development of the Yuanverse community, so as to start a better life for people and cars with users. Today, "users first" and "embracing users" have become the policy guidance of Dongfeng Fengshen's marketing and services. For example, at the first Fan Festival in May 2021, Dongfeng Fengshen officially released the "C-position Service Plan", proposing the service proposition of "sincerely and dare to commit, mutual assistance to create an interesting life", and carried out user-centered A series of fan activities were launched. A year later, at the second Fan Festival, Dongfeng Fengshen's "C-level service plan" was upgraded again, and the 2.0 cycle service ecosystem covering the entire life cycle of customers' "car selection, purchase, use, and sale" was born. , continue to create value for customers.
A real-life example is that today’s Dongfeng Fengshen actively responds to market policies and user consumption upgrade needs, promoting the company’s transformation into “products and services”. In the current spring renewal season, Dongfeng Fengshen's sales are booming. Its main models Haoji, Yixuan MAX, new Yixuan Mach Edition and other models continue to sell well. Especially the stores in Hubei region are full, and many users are rushing to buy them. In fact, the discounts for Dongfeng Fengshen's models are relatively "mild." The hot sales are actually a reflection of the high quality and high value of Dongfeng Fengshen products, which reflects the public's recognition of the Dongfeng Fengshen brand and products. Moreover, the hot sales of Dongfeng Fengshen are not limited to Hubei area, and it does not belong to the typical "excited" marketing phenomenon.
If the "C-position Service Plan" is the best embodiment of Dongfeng Fengshen's concept of "embracing customers", then integrating with users, establishing deep connections, and creating a most innovative and win-win ecosystem is Dongfeng Fengshen has always put users in the "C position" implementation measures. Whether online or offline, Dongfeng Fengshen allows users to have a richer life as a car owner through various creative activities. For example, at the second Fan Festival, Dongfeng Fengshen ignited the audience through a series of fan-loving activities such as fan camping parties, urban extreme pet challenges, 1314 blind ordering challenges, and the mall’s “extreme selection zone”. Last year, Dongfeng Fengshen Haoji launched super camp experience activities in ten cities across the country, including urban camping, interactive check-in, music barbecue... and the media and users went to an exquisite and comfortable "wild luxury" life feast. Dongfeng Fengshen Haoji joined hands with the life poet Fang Qi Kiki and the majority of Haoji car owners to go on a journey to #诗千里?皓极中国#Haoyou Poetry Road, and jointly wrote a romantic and open poetic life in the great rivers and mountains.
In addition to cooperating with users, Dongfeng Fengshen also cooperates with users to innovate and upgrade products, closely follows the market and user needs, and constantly introduces new products. For example, in response to the sports tastes and preferences of young people, Dongfeng Fengshen Haoji and Yixuan MAX will be launched in 2023 in black color. The black warrior style looks more sporty, and the technological attributes and riding experience are also improved. New products not only further meet the individual needs of users, but also continuously inject vitality into the Dongfeng Fengshen brand. In the future, Dongfeng Fengshen will also accelerate 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 fiercely competitive automobile industry, there is never a shortcut to success. Only by persisting in hard work and innovation, and using product strength to speak for itself, can we win the recognition of consumers. Dongfeng Fengshen relies on its brand-new "Mach Power" technology, Dongfeng DSMA super modular architecture, and continuous innovation in pattern marketing and user operations to carve out its own world in the complex and involution market competition.
The development of Dongfeng Fengshen is gratifying, and it is also an epitome of the continuous improvement of Chinese brands.
(This article was originally produced by Wenwu Lane New Media Studio, please indicate the source for reprinting: Wenwu Lane, author of this article: Hefeng)
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