Qichen sold 43,700 vehicles for half a year

In the first half of 2013, the Dongfeng Nissan Qi Chen brand achieved sales of 43,700 units and continued to be the first in the joint venture self-employed camp.

This is the transcript of the Qichen brand after it was first listed on the first full model in April of last year. Compared with the second half of 2012, it achieved a growth of 50.7% from the previous quarter, and it is a strong trend. In the interview, Ye Lei, the full-time deputy head of Dongfeng Nissan Market Headquarters and the Minister of Kaichen’s business division, released a rhetoric: “In the second half of the year, Kai Chen will strive to increase by 50% again, and it will challenge the completion of 100,000 targets. A higher goal."

Concentrate on Enhancing Customer Values

In 2013, the auto market continued its “micro-growth” tone. Although the auto market growth was higher than expected, it remained low compared to that before 2011, and the auto market competition was further aggravated. In this context, Dongfeng Nissan's Kai Chen brand is guided by the customer value and formulates the “Talent 2013” ​​policy of the year. It hopes to bring technology, quality, and service to the full range of piloting, and to achieve a jump in customer value and win more customers.

Kai Chen’s technical strength has made great achievements in the first half of 2013 and has become the first driving force for sales growth. On April 10th, the 2013 Qichen D50/R50 was newly launched, which set a new benchmark for the popular Jiajiao market, with particularly significant energy efficiency advantages. It became “the most fuel-efficient 1.6L model in history” and won a fiery response from the market, setting a new record in May. The new rate is high. At the same time, Kai Chen continued to develop new energy fields, and released the “V Blue Strategy” at the Shanghai Auto Show in late April. For the first time, it exhibited the “viwa” concept car developed under the concept of “Easy to enjoy pure electric vehicles” and displayed Kai Chen. The ambition to make EV popular.

In addition to product strength, quality and service are key factors that determine consumers' "voting with their feet." In terms of quality, in the first half of 2013, while Qichen continued to improve its quality strength, Qichen launched a “Quality Transparency Action”, which completely presented its quality advantage to the media and consumers to the new brand. Get more consumer recognition. In terms of services, in the first half of 2013, Kai Chen expanded its franchise stores to 137 stores and provided more than 600 Nissan franchise stores with "common Internet services" to build the most convenient service network in the industry. At the same time, Kai Chen also continued to improve the value of customer service. In April, the company implemented the “passing out of danger” commitment with the NISSAN brand, and once again refreshed the universal market service standards.

In the first half of 2013, under the dual pressures of competition and inventory, many brands chose price promotions, and the price war was unprecedentedly fierce. Kai Chen focused its efforts on the actual improvement of customer value, and won the favor of consumers with the highest quality products and services. This is also a manifestation of "traction marketing", "Tao Li does not say, from the success," the first half of 47,700 consumers chose Kai Chen. China’s automobile market has sales of 45:55 in the first half of the year and the market competition will be fiercer in the second half of the year. Under the guidance of customer value, Kai Chen has the ability to win the next game.

Deepen the regional market Qichen to strive for another 50% growth in the second half of the year

"In the second half of the year, we will continue to increase customer value and at the same time we will put more energy into the promotion of marketing power." Ye Lei said, "We have started the 'deep farming action' through branding, networking, marketing, and organization. With deepening efforts in all aspects, we will strengthen our customers' brand experience and improve the sales capabilities of our outlets in an all-round way. This will open up an offensive of more than 10,000 yuan per month in the second half of the year and strive to increase by 50% from the first half of the previous year."

As a brand that has been born for less than three years and the product has only been listed for more than one year, Qi Chen still has a large lack of brand awareness, which has become a key factor that restricts the sales breakthrough of Kai Chen. “To increase brand awareness is one of the key topics of Kai Chen in 2013, but in the face of a full-fledged market environment in the first, second, third and fourth tier cities, we need to find the most effective way of brand penetration.” Ye Lei introduced, “In addition to In addition to strengthening brand performance on a nationwide strong communication platform, we will also allocate tens of millions of yuan in special funds to implement the 'deep brand cultivation' and strengthen the support for the outdoor Guangxuan and local auto show important brand positions in the areas where Qichen outlets are located. And strengthen the performance of more than 1,000 secondary stores' store brands, so that Kai Chen's voice truly reaches the target consumer."

In terms of deepening the network, Qichen will continue to speed up the construction of franchise stores, quickly fill in the few blank areas, and expand the number of franchise stores to 150 by the end of the year. At the same time, Qichen accelerated the expansion of second-tier outlets and exchanges of blood. Assuming that the network is updated and eliminated, it will expand the number of second networks to 1,500 by the end of the year. “At the same time, we have also launched 'marketing and deep plowing' of outlets, standardizing on proven practices that have been proven effective, giving special subsidies, promoting the experience of outstanding stores, helping weak stores to upgrade, and comprehensively enhancing the marketing power of the network.” Ye Lei introduced "Compatible with the entire plan, we have ensured the implementation of the various plans through the 'deepening of the organization'." In the second half of the year, Kai Chen has performed the integration of functions and innovations for front-line personnel. Each supervised jurisdiction is more focused and has a management franchise. The number of stores has been reduced from 10 to 6, and vertical fine management can be implemented for both the Internet and the Internet.

In the second half of the year, Kaichen's "average monthly average" and "50% increase in the number of rings" also came from the continuous expansion of its product lineup. Ye Lei introduced, Kai Chen will also have a new model to join in the second half of the year, existing models will also have some new actions. Ye Lei believes: “In the current market environment, we must do 'deep' and do 'fast'. Each market segment should conduct in-depth research and do a thorough job, but product plans and market reactions must be fast. Kai Chen is likely to take its place in the fiercely competitive market, so Kai Chen’s new models are the fastest among similar brands, and they are also the most thorough in terms of marketing down and regional deep plowing. We believe this will be a The path to success."