" By 2014, Nissan will challenge the 1.1 million annual sales goal ."
On February 25 the potential generation of new Nissan X-Trail 's debut release , Ren Yong , deputy general manager of Dongfeng Nissan released late last year, so the interpretation ruthless words: " Millions have become the past, when fun is just beginning ."
Following the Beijing Hyundai announced annual sales target of 1.08 million , the other in 2014 China 's automobile market "fourth" of the dispute only boots, has finally fallen .
1100000 : unexpected and makes sense
" Thought it was 1,000,000 , never thought we estimate to be more than 100,000 , an increase of 18.8 percent , Nissan really bold ." After the conference, a senior industry experts such emotion.
People have become accustomed to this , " Nissan -style accident ." In fact, 1.1 million goal might be the result of unexpected , but it makes sense logically .
After the 2012 hit " Diaoyu Island incident " affected , Nissan has been simmering breath : one million target and missed , the second is the fourth throne is occupied by Beijing Hyundai industry . For an "always challenge the highest goal ," " impossible possible " business, so the status quo is clearly intolerable . 2013 , with the strengthening of the market situation improves , and its own system of power , Nissan once again back their own pace. Since September , Nissan has reconciled monthly sales industry before the Fourth, and maintain more than 90,000 in monthly sales , exceeding the annual target of 900,000 .
More valuable is that this result does not rely on " Yaku " , the dealer selling pressure come to pass . 2013 , through a lecture entitled " Traction marketing" change, to reconcile the relationship greatly Nissan OEMs , distributors and consumers : OEMs to sell production quotas , market orders based on real production models, greatly reduced the dealer's inventory ; dealers no financial pressure due to high inventory brought to more comfortably according to market demand to develop marketing tactics , improve sales and service quality, enhance customer satisfaction .auto parts
A year later, "pull marketing " change for the Nissan marketing team brought the full confidence and real profits, so they are more rewarding in 2014 , more motivated. A Nissan dealer investors revealed in the annual dealer meeting in February , several departments Nissan marketing system turns on stage to preach policy , not only promises " pull marketing" will not change, will give frontline fighting team greater authority and financial support to enable them to be more flexible and powerful marketing activities .
"Like Football League as a team can not always be at the peak period, must have its internal adjustment , running stage. Fourth quarter of last year on sales of Dongfeng Nissan is more than 90,000 , the market share of about 7% If this level is maintained , our annual sales will more than 1.1 million . " Ren Yong said that as the end of this year , Dalian factory needs to be put into operation early next year , the new plant in Zhengzhou also in the process of building now , so 1.1 million of goal is to take into account factors integrated supply chain , capacity , etc. .
" In others it seems a little big steps towards this , but in fact we are more important than the quality of the growing scale of operations is more important, so do not let the factory work overtime ." Ren Yong said.
Hands still clutching a brand
Emboldened not only from faith , as well as strength.
Into 2014 , despite the mainstream industry data from the watch to mention cars , Nissan's January sales of only 75,000 , far less than the number of manufacturers , " flowery ", " open the door to see red " performance. But inside the terminal sales data, Dongfeng Nissan in January PDI reached 93,000 , indeed, " never imagined ." For this " low-key luxury " results , Nissan head of marketing, then said with a smile : If the New Year but also allow dealers to pay interest on carrying inventory , it too kind .
Marathon Petersburg is endurance, stamina is seen , but Nissan hands still clutching a good hand. February 14 , Dongfeng Nissan Sunny mid facelift officially meet with consumers become heavy vehicle since the opening years of the horse first listed . Practical , based on the original , the new dual- fuel powered by the sun not only spray technology and the latest generation CVT transmission , to reduce fuel consumption per hundred kilometers to the 5.6L, also on the interior quality and safety of products made ??further improvements, 79800 starting price of $ lorry comes and " smart phones interconnected system " to make it more competitive market .dongfeng engine
The Feb. 25 debut , coming in the end of March a new generation of potential X-Trail , Nissan is even more high hopes for heavy strategic model . All along, Nissan SUV market has always been missing in a 20- million level of the hot models , the previous generation X-Trail is limited to a small minority of tough appearance , it is difficult in the era of urban SUV popular show fist . Now , stylish , high performance potential of the new -generation X-Trail grand debut , and immediately attracted the attention of consumers : in Changsha , a sales manager drove to the store just odd JPTC car to refuel after checkout found out , this eye-catching the car has been " crowd know the truth ," was packed .
Meanwhile, in 2013 has become a big brand Kai Chen introduced this year will have a new car and a very competitive price range . In addition, it has been in trial operation to promote pure electric vehicles - will be mass production and to market Kai Chen Morrowind .
There are indications that have " heart" and " force" Dongfeng Nissan , for 1.1 million of the goal, and not just talking about it .
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