Dongfeng Shen Feng products are designed around the needs of young customers in three dimensions: power, modeling and intelligence. Behind it are decades of te
Dongfeng Shen Feng products are designed around the needs of young customers in three dimensions: power, modeling and intelligence. Behind it are decades of technical accumulation and strong supply chain management capabilities of Dongfeng's own brands.
Text/"Autobot" Sharla Cheung
This wave of "car buying frenzy" in Hubei Province has caught fire in public opinion. In this wave of Dongfeng sales, many models of Dongfeng Shen Feng, a local brand in Hubei, are also very popular, and dealers are crowded with people, so it is hard to find a car.
In fact, Fengshen's continuous sales are not limited to Hubei, but are recognized by consumers all over the country. Behind this is the embodiment of Fengshen technology empowerment, high quality, high value and high recognition of products.
From this perspective, the essence of Fengshen's "sales fever" is actually "technology fever".
In people's impression, Dongfeng Shen Feng is a low-key and hard-core China brand. Although it is not always in the spotlight, its technology-oriented concept has injected an extremely rare sports style into the brand. Now almost all brands have sports style products. After all, in addition to the basic functions of transportation, fun and pleasure are important added values.
Motivation of track and field champion
Dongfeng Shen Feng configured the track quality on a family car of several hundred thousand, leaving a sentence "See you on the track", without making a blank and avoiding whitewashing. Just like the domestic mobile phone of that year, "I don't accept running points?" The result was taken on the table, and there was silence opposite.
This is what I want. Fengshen brand, the brand as its name implies, the car as its name implies. Shen Feng is dazzling, and is known as "champion racing car" and "CTCC curve king", which is much more valuable than the folk "Akiyama racing god".
In CTCC, since 2020, Yi Xuan has never let the champion fall behind in the face of numerous brand competitions. It is equipped with Mach power, which not only became famous in World War I, but also has not encountered real challenges until today.
The victory of the stadium, Mach's strength should be recorded as the first merit. Yi Xuan Mach comes standard with Dongfeng Mach power (1.5T and 1.5L self-priming). Among them, the maximum power of 1.5T Gertrak 6DCT gearbox is 145kW, and the torque is 300 N m. For a compact car, this power is obviously abundant.
The power on paper can't fully show the ferocity of Yi Xuan. The turbine enters at the speed of 1200 rpm and starts quickly. In urban commuting, traffic lights start, and 20 to 30 meters are divided, often hitting opponents with stronger paper strength. I think its wheelbase size and track-level chassis adjustment make the ceiling of power play higher.
For a family car, the front shock absorber+anti-roll bar and the cold-formed closed variable cross-section rear axle are really "no martial arts". Although the process cost is high, it is very refreshing to drive. Once young people drive it, they will never forget its chassis toughness and surging power.
Calling for youthfulness for so many years and saying everything with products is the most direct and sincere means. Yi Xuan's track model has not been specially adjusted, and what you see is what you get. Fengshen's younger products have shaped its young, uninhibited and practical brand tonality.
Mach Power's intellectual property rights are completely controlled by Dongfeng, with 14 global leading technologies and 120 invention patents (excluding appearance patents).
The technical advantages of Dongfeng Shen Feng obviously do not stop there. Under the "Ten China Hearts" of violent forces, energy conservation and environmental protection are also shoulders. Mach twin-engine hybrid MHD, the thermal efficiency reached an unprecedented peak of 45. 18%. When the thermal efficiency is above 40%, it takes great efforts to improve it by one thousandth.
Moreover, this test data was disclosed by China Automobile Center in February this year, and its energy efficiency level was officially certified by a third-party authority.
"Three Dimensions" of Youth
At this price, young people who buy a car for the first time still pay attention to the cost of ownership, which is easy to drive, easy to maintain and low in use cost. Fengshen gives customers the use value other than sedan chair, which is actually achieved through low fuel consumption and low maintenance cost in the industry, which is also necessary.
Dual-engine power naturally has the ability to make more violent output. As a new benchmark product of high-end hybrid SUV that came out in 2022, it is easy to remember that it sold 1 0745 vehicles in just1month, which is full of explosive temperament. As expected, the bracket can realize 10 hybrid mode, and can output 180kW powerful comprehensive power and 540n·m torque. The starting acceleration response only takes 0.15s, and the power output exceeds 2.0T displacement. However, the fuel consumption is as low as 4.8 liters/1000 km, and it is not a dream that a tank of oil can last1000 km under comprehensive working conditions.
Like Yi Xuan, paper data is not enough to show its superiority. Haoji's electric drive module is always on-line, which is very different from many models when the electric drive is off-line at high speed. The special parallel mode allows dual power to come at any time.
If it is a high-speed road condition, Haoji will automatically cut into the engine direct drive. At this time, it is in the efficient working range of the fuel engine, and the fuel consumption is only 260 g/kWh. This is unmatched by REEV mode. This working mode also makes the fuel consumption of its feed much lower than REEV.
Young people know products, don't listen to fools. 82% of the skeleton of Fengshen Yi Xuan car body is made of 1500MPa hot-formed steel plate, which is very luxurious. This scheme benefits from Dongfeng's ability to process cold-rolled and hot-rolled steel. Being your own supplier is not as good as "vertical integration". Simply put, the cost of good things must be controllable.
The 2023 Hyun MAX, which went on the market in September last year, put the racing attribute at the core, calling it "my family car and also the track". As the first super modular model, equipped with quasi-L3 intelligent assistance, it is called inheritance, which is really groundbreaking.
In a sense, young people are all "Yan value parties". No matter how good the car is, it will be rejected by one vote if it looks bad. Haoji's "Wind Trace" design language is full of light and elegant streamline, which almost makes people forget that it is a big SUV.
Yi Xuan MAX's "track storm aesthetics" comes directly, emphasizing visual impact and dazzling lighting design, forming a low-key, broad and mysterious racing feeling. The high-profile sense of strength and fearless eyes form an interesting contrast with the low-key operation of Fengshen brand.
Equally striking is Hao Hanshi's car map of Fengshen compact SUV model. As the first model based on Dongfeng Group's DSMA 2.0 platform, this annual heavy SUV will be officially mass-produced in the near future.
Hao Han users are located in the Lohas fun family of Generation Z.. They are young and promising, pay attention to individuality, and are full of interest in future foresight and scientific and technological intelligence; Based on the insight into these needs of young users, Hao Han showed his personality and attitude with a sense of sports and technology and smooth lines.
It can be seen that Dongfeng Shen Feng products are designed closely around the needs of young customers in three dimensions: power, modeling and intelligence. Behind it are decades of technical accumulation and strong supply chain management capabilities of Dongfeng's own brands. The so-called thick accumulation and thin hair, one minute on stage and ten years off stage, is a portrayal of this strength.
Draw users, draw yourself.
Fengshen operation is actually very targeted. Hao Ji's "house car" challenge; Yi Xuan is on Yuhang Panshan Highway, and the whole journey is broadcast live for 24 hours without cease-fire. The continuous curve shows the advantages of Yi Xuan.
Moreover, young people's favorite activities, such as * * * creation, modification, metacosmic community, camp experience, poetic tour, etc., are also literary and martial arts, suitable for traveling to IKEA, static and dynamic, which fully caters to young people's mentality of pursuing "texture" and novel experience of life. Play with young people, Fengshen is young and getting better and better.
Last year's launch ceremony of Haojiyuan Universe, Haojiyuan's super & experience activities in ten cities across the country, and Yi Xuan &; Crazy Xiao Yang Ge&; Talk show release and other new tricks, through a series of young marketing, activate the brand potential. At the same time, as a strategic partner of China's national table tennis team, Dongfeng Shen Feng has further enhanced its brand image of "National Team Platform National Team" in the national ball series promotion activities.
At the second fan celebration, Dongfeng Shen Feng upgraded its "C Service Plan" to create a 2.0-cycle service ecosystem covering the whole life cycle of "car selection, car purchase, car use and car sale" and continuously create value for customers.
Now everyone is concerned about user portraits. It would be rough if only "young people" were generally designated as target potential customers. Dare to love and hate, free in nature, tasteful and responsible, good at obtaining information but never blindly following, is Fengshen's target customer. The class, city, region and income of customers are not the most important. All young people who think they have quality are like Fengshen.
This is consistent with Fengshen's unswerving spirit of pushing China brand to win the competition in technology, modeling and intelligence.
Fengshen faces difficulties directly and never complains about the harsh market. Like a real sailor, he never complains about the weather. The persistent and struggling idealist is a self-portrait of Fengshen, which is quite similar to the user's portrait.
Thanks to the multiple efforts of products, marketing and services, the popularity of Fengshen products, represented by Yi Xuan and Haoji, continues to rise, laying the foundation for the annual sales growth. In 2022, the sales volume of Fengshen in June 5438+February was 1.72 million, ending with a year-on-year increase of 35%; The annual sales volume was 19 1 10,000 vehicles, a year-on-year increase of 58%. Among them, the sales volume of new energy vehicles was 76,247, a sharp increase year-on-year1.54%; The market share of independent brands has re-entered the TOP 10 ranks. This historic achievement is only the result of the opening of Fengshen product line, and it is also the beginning of a big scene.
From Yi Xuan family to Haoji, and then to Hao Han, Fengshen product camp will continue to improve. With the support of strong product strength and user's operation thinking, Dongfeng Shen Feng has formed a positive cycle of product, operation and brand strength, and the situation of hot sale and continuous improvement is expected.
In 2023, Dongfeng Shen Feng will realize the multi-energy power layout of PHEV and EV, and fully transform into electric products. Fengshen has never been in this business before. It needs Fengshen's brand operation, more prominent characteristics and tonality, and more distinctive brand temperament.
People who are willing to follow the crowd may be mediocre, and those who are outstanding may have high and low problems. The image of Fengshen track wind has been outlined. How to ground the gas, adapt to a wider range of use scenarios, and open up more first-line and second-line and sinking markets is an in-depth topic for the future "three-year action of transformation and upgrading". Copyright statement This article is the original manuscript of Autobots and may not be reproduced without authorization.
This article comes from Autobot Media, 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.