In recent years, the trend of transformation and upgrading of the automotive industry has intensified. The market has raised a common question for all car companies: in the new round of technological revolution and a century of change, where are the opportunities for Chinese automobiles?
From "Made in China" to "Created in China", as the Dongfeng Fengshen of the national team, it has always led progress with technology, driven development with innovation, and concentrated superior resources and forces to create a moat of high-quality products and technologies.
Brewing "good wine", Dongfeng Fengshen is also actively looking for ways to "get out of the alley". In order to better concentrate advantageous resources, strengthen strategic coordination, and establish a clearer and differentiated brand positioning, Dongfeng Fengshen integrated existing brand resources to create layered, bright and effective marketing.
——Product and marketing are grasping both, Dongfeng Fengshen is achieving a strong breakthrough in the changing market.
Product as the core to empower marketing
Recently, Dongfeng Fengshen store sales are hot, and many models are selling hot, especially in Hubei area. This also reflects the public's recognition of the Dongfeng Fengshen brand and products.
Positioned as a "track-level wide-body family car", the Yixuan MAX has captured the hearts of many young consumers with its cool appearance, track-level power and chassis handling, leapfrogging wide-body space, and rich intelligent configuration. It inherits the track genes of Dongfeng Mach Power 1.5T engine + CTCC champion chassis tuning, and further popularizes high-end performance. The maximum power of the fuel version of the vehicle reaches 140kW, the maximum torque is 300Nm, and the zero hundred acceleration score reaches 7 seconds, the performance is comparable to the mainstream 2.0T engine on the market, and the comprehensive fuel consumption is only 6.2L per 4797 kilometers. The length of the car is 2770mm, the wheelbase is 1870mm, and the width of the car reaches 17mm, which is invincible below class B, and the space is spacious and comfortable. In addition, the long wheelbase, wide-body body, slip-back shape, sonic boom digital grille and <>-inch Storm Tomahawk wheels meet the needs of young consumers who want to be lenient with their families and be able to get on the track and please themselves.
Yixuan MAX
Haoji, the "new benchmark" in the high-end hybrid industry, is the first SUV equipped with Dongfeng Mach dual-engine hybrid system of Dongfeng Fengshen, which not only has leapfrog space, stronger power and fuel saving, but also becomes the first choice for hybrid models in the era of high oil prices. Thanks to the strong technical strength of Dongfeng Mach dual-engine hybrid system, Haoji can achieve a quiet start of 0 decibels, acceleration response time is only 0.15s, comprehensive power is 180kW, comprehensive torque is 540N·m, and the power exceeds a large number of 2.0T models of the same class, but the fuel consumption is as low as 4.8L, which is at least 2% fuel saving compared with the same level of 0.50T fuel vehicles. In addition, the 1910mm width and 2825mm wheelbase reach the level of mid-range SUVs, and the only electric leg rest for the queen passenger in its class and standard in the whole series can also bring respectful enjoyment.
Haoji
As a civilian model, the Dongfeng Shenyi Yixuan Mach Edition is equipped with a 1.5T turbocharged engine, but the output horsepower reaches 197 horsepower, the peak torque is 300 Nm, and the highest output is 145 kW, which is comparable to a 2.0T engine. In addition, it is matched by a 6-speed wet dual-clutch transmission, which improves performance while effectively reducing idle slumps. Derived from the way CTCC race cars are tuned. The control of the Yixuan Mach version is sensitive and precise, and more refined operation can be achieved in high-speed corners.
It is reported that in March, Dongfeng Fengshen responded to the national policy of encouraging automobile consumption, and launched the spring preferential policy of "purchasing willful super profit", bringing "real money" benefits to the majority of users, with high-quality, high-value product strength, harvesting a steady stream of user orders in the market, and also popularizing high-performance, cost-effective automotive products for more young people in the new era.
Marketing rejuvenation and product play a good "combination box"
Products empower marketing strategies, and marketing revolves around product characteristics, so as to maximize the effect of "combination punch".
The first step in Dongfeng Fengshen marketing is to find a positioning for each vehicle. For example, the wide-body family sedan Yixuan MAX, its advantages are strong Mach power and handling, as well as the size of the B-segment car, the advantages are comprehensive. And the phrase "my family car can also be a track" makes its two major characteristics - wide-body family car and speed sense from paper to life. The model Yixuan Mach Edition wins with speed and styling, and is positioned as "the first sports coupe for young people" and so on.
The new Mach Edition
The second killer feature is short video marketing. Recent data shows that short video users account for ninety percent of the total number of Internet users. Especially among young people, watching short videos and live broadcasts has become a daily way of life. Dongfeng Fengshen saw this network ecological change earlier, and in recent years, it has rapidly shifted from traditional network carriers to short video and live broadcast services as the entry point, and the whole network has built a digital marketing matrix. Including the cooperation with the "Xiangyang Red Peony" store, the content created with the help of Yixuan MAX Dark Night Edition, and the video produced by the "Bazhong Jinrui" store, all of which have successfully broken the circle. It can be said that Dongfeng Fengshen's test of short videos and live broadcasts has created a model for all independent brands.
In addition, for cross-border cooperation, Dongfeng Fengshen is also handy. Since 2019, Dongfeng Fengshen has worked closely with the China Table Tennis Association to carry out a series of national ball promotion activities in four major areas: national table tennis publicity, national table tennis events, public welfare table tennis actions and international table tennis exchanges, so as to enhance national fitness awareness and continuously strengthen the influence of national football. At the same time, Dongfeng Fengshen also accelerates the brand renewal with the help of Guoping, integrating the unremitting sportsmanship of self-improvement with the brand proposition of Fengshen not believing in limits, greatly enhancing the brand influence, leading the national trend of consumption and promoting the rise of Made in China.
Crazy Xiao Yang, the "first anchor of Douyin" who has never accepted brand endorsements, has become the spokesperson of the new Yixuan Mach version. One is the well-deserved traffic king of the short video platform, and the other is the strong eye-catching CTCC "curve king" in the sports coupe industry, which is also aimed at young people and is also committed to bringing joy, affordability, and positive energy to them. Holding hands strongly, setting off a "new dazzling wind" among young people.
In addition, the metaverse community "Wind Star" virtual experience space created by Dongfeng Fengshen has been announced in April last year. As the community butler of the "Wind Star" metaverse, Hao Mei, a virtual character loved by young people, is also the housekeeper of Haoji Intelligent Vehicle, providing customers with experience guidance in the virtual community and realizing powerful voice interaction with the blessing of the new generation of WindLink vehicle system. Combined with the metaverse operation carried out by Haoji, we have won tens of thousands of orders by opening up the whole link of user operation, lead collection, and order conversion.
In recent years, automobile consumption has shown a trend of rapid rejuvenation. The post-90s generation has occupied the mainstream of automobile consumers, and gradually began to dominate the trend of the domestic automobile consumer market: they pay attention to product quality, care about product personality, and are more picky about the way brands communicate with them.
On the two tracks of product and marketing, fully embracing young customers to explore and explore the car needs of these "Generation Z" is Dongfeng Fengshen's firm choice, and it is also the key to Dongfeng Fengshen's breakthrough.