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Like the corporate declaration, Zhengzhou Nissan has played the "believe, companionship, and achievement" card, which shows the company's brand-new development philosophy. This is not the same as simply playing a brand, but it puts the interests of enterprises and users and distributors into play. In the first place, positioning in the overall development of the partners, the common development, reflecting the new concept of corporate development. “The development of an enterprise cannot be separated from the concept of guidance and it needs direction.†In an interview with the media, Guo Zhenlu, general manager of Zhengzhou Nissan said.
In recent years, a comprehensive view of the development of Zhengzhou Nissan can clearly recognize that the market is the survival of the enterprise, while users and consumers are the parents of the company's food and clothing, and the distributor is a partner that the company relies on. Therefore, the company's development is based on "believe, companionship, and achievement." This is not only Zhengzhou Nissan's corporate philosophy, but also the company's values. Guo Zhenlu believes that the rapid growth of Zhengzhou Nissan over the past few years has benefited from the recognition of the market and consumers and users of products, as well as the sense of corporate social responsibility, and social recognition achieved through cooperation with dealers to cultivate brands.
As we all know, Zhengzhou Nissan has long been known for its production of pickup trucks. In recent years, the reason why the company has a high reputation in the industry, from the product quality and cost-effective (adhering to the external cooperation, technology introduction), especially the outstanding market performance of the NISSAN D22 pickup and Paladin, and the success of this brand , promoted Zhengzhou Nissan's corporate image.
From NISSAN pickups to Paladins to Acer series models, Zhengzhou Nissan has always put the credibility of its products first, which has earned it a reputation in the market. It has established a network of dealers and service stations with partnerships to enable sales of products. With the after-sales guarantee, this forms the dependency system for the brand, product, and service.
With the homogeneity of products and services, the market has become fully competitive. The NISSAN Picca galloped the market for many years, with a market share of more than 55% for five consecutive years, and has always been the king of high-end pickups. At the same time, Zhengzhou Nissan started from the strategy of building a “light commercial vehicle base†and fully utilized the technical resources of Dongfeng and Nissan to successfully graft and transform it into local resources. Both in terms of personnel training and development forces, they have achieved great results. Achievements. Such as the Ruiqi diesel pickup truck and Rui Sheng commercial vehicle series, such as the advent of the market, to seize the opportunities in the market segment, and received praise from the market.
For another example, the Paladin models that have attracted wide attention from the outside world have established a relationship with consumers from the time they are listed, and the loyalty of the brand has reached more than 85%. In 2006, the Paladin owner of Zhengzhou Nissan organized a trip to Africa to watch the Dakar Rally, allowing consumers to witness the reliability and cross-country nature of the Paladin's cruel match scene, which caused great repercussions throughout the country. According to reports, Paladin listed for four years, to maintain sales, steady firm, its important reason is the consumer's trust in this car.
According to statistics, Paladin's sales stability is largely caused by repeat customers. The deepest understanding is the dealers. They share the brand effect brought by Paladin, but also enhance the dealer's own brand value. “In the past few years, we have grown up together with Zhengzhou Nissan.†A Shanghai dealer said with deep feeling that after becoming a dealer of Zhengzhou Nissan, he first sold pickups and later sold Paladin, and last year it began selling Yukien (MPV). ) And Odin (SUV), they intimately felt the staying power of the company's development and have full confidence in the future. It can be said that the two new cars of Yu Xuan and Odin are the achievements of Zhengzhou Nissan in R&D, perception in the market, and grasping the needs of users in recent years. It also fully demonstrates the comprehensive strength of Zhengzhou Nissan and the stamina of development.
The self-confidence of the dealer can reflect the growth of the company and the firmness of the product from another perspective. Facts have proved that whether it is pickups or SUVs, Zhengzhou Nissan has always been the leader in the market segment, and its production and sales volume has continued to increase. This is not easy for a car company that produces niche models, which fully proves the firmness of the company. Sustainable development.
In view of this, Zhengzhou Nissan put forward the concept of “trust, companionship, and achievementâ€. In fact, it is seeking a “soul†for the company and establishing a reliable corporate citizen image. From the strategic perspective of the company, this is also consciously building the soft power of the company. Guo Zhenlu said that the future of product competition is mainly the brand of competition, and behind it is the coordination of cultural competition, the need for multiple cooperation, not only suppliers, but also distributors, and corporate teamwork. He believes that "belief, companionship, and achievement" is actually the purpose of the company's development and an action program. It can be predicted that the future product competition will be the competition of soft power, which is the general trend of market competition.
Looking back at how successful Zhengzhou Nissan has over the past few years, it can be said that it is through multi-dimensional cooperation. Today, after entering the Dongfeng Nissan System, the cooperation world is more broad and the market is broader. According to the mid-term development plan of Zhengzhou Nissan, in the next three years, several models including Nissan and Dongfeng will be put on the market. Through the dual-brand strategy, Zhengzhou Nissan will be built into a light commercial vehicle base integrating R&D, manufacturing and marketing. Among them, the corporate philosophy of “believe, companionship, and achievement†is the fundamental guarantee for achieving this goal.