On November 2nd, Zhengzhou Nissan Motor Co., Ltd. announced that the "100 cities for free use of million people" initiative aimed at demonstrating performance by consumers will start simultaneously in ten provinces and cities including Guangdong, Shandong, Jiangsu, Zhejiang, Henan and Beijing. , The city's versatile commercial vehicle Shuaike listed in the country over the same period. The first batch of handsome passengers were classified into practical, comfortable, and luxury models. The prices were 7.48, 7.98, and 84,800 yuan, respectively. In response to the concerns of consumers and netizens, the author also conducted an interview with Guo Zhenlu, general manager of Zhengzhou Nissan, at the scene of the Shuai Ke listing. The following is an interview record:
Reporter : Shuai Ke is positioned as an “Urban Multifunctional Commercial Vehicleâ€. How does this position be understood?
Guo Zhenyu : Shuaiker is a CDV model developed by Zhengzhou Nissan on the basis of collecting a large amount of consumer data and using existing product platforms. It is neither a micro customer nor an MPV.
The CDV model represented by SAIC is very popular in developed countries such as Europe and the United States. The so-called C is CAR, which stands for comfort, safety, high-end, and passenger use. The inadequacy is limited space and lack of commercial use. D is DERIVED, literal translation is extension, and the core appeal is to inherit the advantages of cars and to innovate product categories. That is, VAN, literal translation is a van, typical characteristics are large space and commercial value, the inadequacies are difficult to meet the consumer identity recognition, as well as the functional requirements of safety, comfort, and ride. Popularly speaking, Shuaike is an urban multifunctional commercial vehicle that combines the dual advantages of cars and vans.
Handsome passengers are as economical and agile as microbuses, comparable to the comfort and safety of cars, and have the appearance and space of a commercial vehicle. “One car arrives at three cars.â€
Reporter : Shuai Ke is called the CDV representative model. Please tell us about the situation of CDV in developed countries such as Europe and America.
Guo Zhenlu : CDV is the abbreviation of English Car Derived Van, the internationally accepted interpretation is "a van based on the car platform." CDV is very popular in developed countries such as Europe and America. The representative models are Citroen BERLINGO (Berliner), Renault KANGOO (Canggu), Peugeot PARTNER (Partner), Fiat Doblo (Duobao), Opel COMBO (Combo), Ford TRANSIT CONNECT (Transit). Connecott) and so on. Annual sales exceed 1 million units.
At present, developed countries have completely eliminated low-end micro-passenger models, mainly because of the safety, comfort, economy, and appearance of miniature passengers, which are difficult to adapt to higher consumer demand.
Reporter : What is the relationship between these three concepts: "Shuai Ke", "CDV" and "Urban Multifunctional Commercial Vehicle"?
Guo Zhenhao : The product characteristics of Shuaike determine that it is a CDV representative model. Because the expression of "cars based on car platforms" does not accord with the expression habits of the Chinese people, we will freely translate CDV into "urban multifunctional commercial vehicles."
Reporter : At present, CDV is basically still blank in the Chinese market. What do you think of the future of the CDV model?
Guo Zhenyu : The establishment of new products requires a process. However, the CDV model has the dual attributes of both cars and commercial vehicles. It has outstanding performance in terms of comfort, safety, and economy. It is in line with the development trend of the automotive industry and believes that with the Chinese society With the continuous development of economic development and consumer demand, CDV models will surely become popular in China.
After this year's automobile-to-country policy was promulgated, Wei Ke has become the fastest-growing model in China's auto market. Shuai Ke is comparable to micro-customers in terms of economy, and is comparable to a passenger car in terms of comfort. It is between micro- and MPV. The new category is the best choice for micro-customers upgrading. We are very optimistic about the future prospects of this model.
According to the data from the survey agency, China intends to purchase CDV models, which accounts for 30% of the purchases or intentions of micro-customers and MPV purchases, and converts them into units, with an annual demand of 500,000 vehicles. Shuai Ke's annual average sales volume of goods is 30,000-40,000 units.
Reporter : It is said that the developed countries have already withdrawn from the low-end micro-enterprise field. What will be the relationship between CDV and micro-customers in the future Chinese market?
Guo Zhenyao : It is expected that CDV products will quickly become popular in the Chinese market in the next five years. However, China's economic development is uneven, and urban-rural differences will exist for some time. Therefore, in the long run, CDV models and micro- Customer products will coexist in the market.
Reporter : Why is it that Shuai Ke is neither a micro customer nor an MPV?
Guo Zhenyao : The most important feature of micro-bus is the non-bearing type of body, the mid-engine rear drive, the flat or semi-flat design, and the main purpose of commercial use. The engine displacement is generally less than 1.3L, the price is generally 3-5 million.
MPV is designed based on the demand of business reception activities. The most important feature is based on passenger use. The size of the model is large. The engine displacement is generally more than 2.0L, and the price is generally more than 100,000 yuan.
MPV's greatest feature is its load-bearing body, front-engine pre-drive or front-rear drive, long head design, and passenger-based design. The size of the model determines its economic and practicality. Engine displacement is generally more than 2.0L, the price is generally more than 100,000 yuan.
As a representative model of CDV, Shuaike adopts a load-bearing body, a front-engine front drive, and a long head design to ensure comfort and safety. In order to realize commerciality and convenience, the handsome passengers adopt a chassis with a bearing capacity that is similar to that of a micro-substance. . The engine is 1.6L gold displacement, the price is between micro-and MPV.
Reporter : Who are the major consumer groups of Shuaike? What are the characteristics of this group?
Guo Zhenhao : The characteristics and price positioning of Shuaike models determine the consumer groups who want to achieve initial success and want to develop to higher levels of SMEs, private enterprise owners and small bosses, as well as government grassroots functional departments, such as public security, taxation, and industry and commerce. , urban management, and industrial service vehicles.
Reporter : It is said that Zhengzhou Nissan will launch a NISSAN brand CDV product next year. What is the purpose? What are the similarities and differences with the handsome customer?
Guo Zhenlu : Based on the broad perspectives of the future CDV and huge market space, Zhengzhou Nissan decided to implement the "CDV dual-brand strategy." In 2009, Dongfeng brand CDV was introduced, and in 2010, Nissan branded the CDV model NV200. To differentiate products to meet the needs of different users, establish and occupy 6-12 million CDV market.
The difference between SJ and the NV200 is mainly reflected in the four aspects of brand, appearance, configuration and price.
Reporter : We know that Zhengzhou Nissan's products have always been dominated by industrial vehicles. As a model based on individual users, Shuai Ke has a very different marketing approach from industry customers. How does Zhengzhou Nissan face this marketing challenge?
Guo Zhenlu : In the transformation of marketing concepts: “Zhengzhou Nissan must expand into the field of personal vehiclesâ€, a consensus has been formed on Zhengzhou Nissan’s entire value chain, including company employees, distributors, and suppliers.
In the construction of sales network: At present, Zhengzhou Nissan has 160 first-tier dealers, 600 second-tier dealers and 400 maintenance outlets, and has established a full-time sales team.
In the innovation of marketing methods, we use the "100 cities million people free of charge to use big actions" as the way for handsome customers to be listed, in order to allow more individual consumers to contact the handsome passengers, understand the handsome passengers, and ultimately choose the handsome guest, purchase the handsome customer.
In marketing management: set KPI indicators related to mass users such as product popularity, store access, and transaction rate, and conduct PDCA management and assessment of the entire marketing system.
Reporter : What is the difference between Shuaike's “One-hundred-thousand-million-people free-to-use campaign†and the traditional way of listing? Why take this way listed?
Guo Zhenyao : Shuaiker is listed on the “free use†method. It directly pays consumers the right to judge the new car, giving consumers sufficient time to use and experience. It is a comprehensive overtaking of the traditional way of listing new cars, which fully proves our product confidence.
Reporter : What is the position of Shuaiker in the development strategy of Zhengzhou Nissan Corporation? What is the strategic significance?
Guo Zhenyu : Shuaiker is a strategic product launched by Zhengzhou Nissan in 2009. This vehicle bears a major breakthrough in the sales of Zhengzhou Nissan and extends its dual mission to the field of personal vehicles, which is of great significance for the future development of Zhengzhou Nissan.
Reporter : It is said that Zhengzhou Nissan will soon launch the high-end light card Capstone, and will launch two heavyweight products in succession. Will the significance of Zhengzhou Nissan's LCV strategy be?
Guo Zhenjun : The continuous launch of SJ and Capstone in the year means that Zhengzhou Nissan’s LCV strategy is fully accelerated.
The launch of the two products enriched the Zhengzhou Nissan LCV product line, allowing Zhengzhou Nissan's LCV products to expand from SUVs, MPVs, pickups to SUVs, MPVs, pickups, CDVs, and light trucks.
Reporter : With the construction of the second factory in Zhengzhou Nissan, many people have speculated that Zhengzhou Nissan may have a car project in the future. If so, please confirm.
Guo Zhenlu: The construction of the second factory is a landmark event in the history of Zhengzhou's Nissan development, providing enterprises with a broad space for development.
Whether to launch a sedan project is not convenient at present.
Reporter : Henan put forward the "one million car" industry development plan, Zhengzhou Nissan occupy what position in the development plan of Henan automobile industry? What are the responsibilities?
Guo Zhenjun : Henan Province, "One Million Vehicle Development Plan" clearly points out the goal of "building a million-class auto production base." As the pillar enterprise of the Henan automobile industry, Zhengzhou Nissan will assume the task of developing 400,000 vehicles.
Plush Backpack,Frog Plush Backpack,Rabbit Plush Backpack,Plush Giraffe Animal Backpack
Shenzhen Yida Toys Co. , Ltd. , https://www.ydatoy.com