Dongfeng Nissan attempts to innovate entertainment marketing and play with marketing Rubik's Cube

< strong > Marketing Innovation Brand leap < / strong >

Dongfeng Nissan is a rising star in the Chinese auto market. In the course of six years of growth, Dongfeng Nissan has both a rapidly growing number, a market share that is the envy of the industry, and an ambitious goal of surpassing its peers and entering the forefront of the industry. & ldquo; as the latest Chinese automobile joint venture, we still lost to the top companies in terms of brand recognition. & Ren Yong, deputy general manager of rdquo; Dongfeng Nissan.

Dongfeng Nissan continues to create hot spots in the market and creates a miracle of terminal sales. Its remarkable performance is due to its accurate market positioning and excellent product design. and effective marketing strategy is also one of the fundamental reasons for its rapid success in the market.

< strong > multiple combinations of marketing Rubik's cube < / strong >

in order to build a strong brand, Dongfeng Nissan pays attention to the interaction and communication between the brand and consumers. Through a variety of creative marketing activities, it endows the brand with more cultural connotations, enters consumers' lives, and even enters consumers' emotional world, so as to achieve a harmonious life between people and cars, and really fulfill the brand promise of & ldquo; people & middot; cars & middot; Life & rdquo;.

since 2003, Dongfeng Nissan has frequently appeared in various important cultural occasions and launched a strong cultural marketing campaign. In 2004, Bluebird Zhizun's listing ceremony was arranged at the scene of rdquo;, the same song of CCTV & ldquo;, to expand brand awareness with the help of CCTV's high ratings and influence. The listing of Teana relies on a theme concert and sponsors Pavarotti to bid farewell to the world tour China Station Concert to enhance the reputation of Teana. By partnering with the movie Wuji, expand the influence of Trent [Review Photo Forum] among consumers. In April 2006, Dongfeng Nissan and CCTV CCTV-2 jointly launched the "absolute Challenge-Peak Marketing" series of programs, recruiting marketing directors through an annual salary of one million yuan, which took more than half a year to run through the program-public relations promotion in the name of recruitment, not only bringing in several marketing talents, but also skillfully borrowing the live broadcast of CCTV to hold the launch ceremony of the new model Xuanyi.

& those who feel the hearts of the people in ldquo; have no prior feelings. & rdquo; for automobile manufacturers, technology, quality and price are important factors that determine the sales of their products, but they are not the core factors. The core factor is that manufacturers can listen to and capture the voices of consumers, and satisfy them by effective means, thus forming a brand reputation. Dongfeng Nissan has done enough articles around emotional marketing.

in 2006, Dongfeng Nissan launched a large-scale green public welfare initiative & ldquo; Oasis & rdquo; project in Beijing to spread the brand emotionally. Dongfeng Nissan hosts a large-scale brand experience event called ldquo;TIIDA Happy Carnival & rdquo; in Happy Valley in Beijing to communicate with consumers emotionally. In 2008, Dongfeng Nissan held & ldquo;2008 New year's wish New car Celebration-New year's Dream & rdquo; activity to meet the participants' New year's car wishes and show concern for consumers in detail. These marketing measures all reflect the ldquo; emotion gene of Dongfeng Nissan & rdquo;, is the innovation of Dongfeng Nissan's detailed marketing.

in recent years, automobile manufacturers have cooperated with film and TV series producers to try implantable marketing, and Dongfeng Nissan is not willing to lag behind. China's first inspirational youth music film, Flight Log, sponsored by Dongfeng Nissan Liwei, premiered in Beijing on September 2, 2007. the film, produced by Jackie Chan and starring Xu Fei, a popular super girl, and Huang Jue, a powerful actor, is the opening work of ldquo; China's New Film support Program & rdquo;. Subsequently, Dongfeng Nissan TIIDA and Yida sponsored China and South Korea

the youth idol drama "Art of War in Love" tries to innovate entertainment and marketing techniques.

on March 12, 2008, Dongfeng Nissan went public on March 12, 2008, and Dongfeng Nissan played the cross-border & rdquo; marketing card, which attracted the attention of the industry and many consumers. At the same time, with the help of media interviews with celebrities such as Haiyan, Gu Changwei and Mingyue at that time, these popular & ldquo; celebrities & rdquo; became free spokesmen for Xiaoke to some extent. In summer, a small online game has quietly sprung up on the Internet, which is the online game marketing activity launched by Dongfeng Nissan-Lianwei Lianliankan: the process of decomposing Liwei & ldquo; & rdquo; into online games, such as its fashionable appearance, spacious and comfortable space, advanced configuration, etc., is divided into exquisite patterns, netizens can move it to & ldquo; Lianliankan & rdquo; module. In this way, while netizens are playing this online game, they will have a more in-depth understanding and understanding of Liwei. Ye Lei, Minister of Marketing of Dongfeng Nissan, said

many consumers are first attracted by this online game, and then have an interest in in-depth understanding of Liwei.

2009 as Dongfeng Nissan & ldquo; Brand strong year & rdquo;, invited domestic well-known director Jiang Wen to direct the advertising film, and Hunan Satellite TV's golden program "forge ahead" to create & the special topic of ldquo; high-performance car & the wonderful interpretation of rdquo;, to Qijun in China's first road emotion film, and & ldquo; Qijun's conquest of the South Pole & rdquo;, & ldquo; New Teana hand in hand with Sarah & middot Brightman China Tour & rdquo; and other large-scale brand events, in the past on the basis of corporate citizenship image, Dongfeng Nissan in the eyes of the public more than a bit of fashion star temperament. This is not only the embodiment of Dongfeng Nissan marketing innovation, but also proves that Dongfeng Nissan has been able to gallop freely and horizontally in all fields of society with a mature posture, showing the demeanor of the industry's leading enterprises.

< strong > Marketing Rubik's Cube brings & ldquo; growth rate & rdquo; < / strong >

Last summer, Dongfeng Nissan launched a new generation of Teana. Compared with the price reduction strategy of competitors of the same class, New Teana adopts a different marketing strategy: experiential marketing in & ldquo; cold car market & rdquo;. Since its global debut at the Beijing Motor Show, Dongfeng Nissan has launched a tour of the new sky in Shanghai, covering 14 major cities across the country. On July 21, 2008, Dongfeng Nissan's new sound of nature & ldquo; was popular in the trial world & rdquo; Challenge, which attracted the enthusiastic participation of many consumers and fans. According to the person in charge of Dongfeng Nissan, the reason why New Teana can consolidate its position as the top three ldquo; & rdquo; in the automobile market, the unique terminal experience activities and the new sense of value brought to consumers by the new Teana brand are very important reasons.

continuous innovation in marketing techniques has helped Dongfeng Nissan to achieve better market results. From 60, 000 units founded in 2004 to nearly 280000 in 2007, the average annual growth rate reached 68.5%. In 2008, Dongfeng Nissan bucked the trend and maintained a year-on-year growth rate of nearly 30% under the impact of the financial tsunami. According to the China passenger car Federation, Dongfeng's daily production and sales reached 469559 units in the first 11 months of this year, and there is no doubt that the annual sales target of 500000 units will be achieved. At the same time, Dongfeng Nissan in production is also constantly refreshing & ldquo; growth rate-rdquo;, only took five years and three months to break through the million vehicles mark, Dongfeng Nissan has become a cumulative production of 1 million vehicles the fastest Chinese auto company.

& A series of strategic plans and innovative marketing forms of ldquo; Dongfeng Nissan in recent years, such as Dongfeng Nissan Speed, & lsquo;23’ Plan, & lsquo; absolute Challenge & rsquo; million Annual salary, Cross-border Marketing, etc., are all full of transcendental spirit and innovative development ideas.

reporter: now the automobile market is very good, and everyone is working overtime and increasing production capacity, but many people are worried that enterprises are doing their homework in marketing. If the marketing is not done well, how far can the enterprise go? Recently, there have been some changes in Dongfeng Nissan advertising. Unlike many enterprises, which only promote a new product and highlight the word & ldquo; Dongfeng Nissan & rdquo;, I think this change is very interesting. How did you consider it at that time?

Ye Lei: at last year's Guangzhou Auto Show, we made a release to make it clear that this year's whole strategy revolves around the brand. I think only when the brand accumulates to a certain extent, can the brand effect be formed. At present, our main model has been recognized by consumers, have a certain reputation, on this basis, made a summary, put forward our brand proposition & mdash;— technology Nissan, people & middot; cars & middot; life. Our marketing is not only in these aspects, but also reflected in the division of labor between manufacturers as a whole and regions, manufacturers do more brand promotion, and our marketing front line, more combined with the characteristics of the market to do relevant marketing promotion, the two levels cooperate with each other, complement each other, rather than the overlap of resources.

Reporter: Dongfeng Nissan is about to introduce the supercar NIS-SANGT-R, which is out of what consideration? Is it to contribute to sales or to improve the brand?

Ye Lei: in order to enhance Dongfeng Nissan's brand influence, Dongfeng Nissan is about to introduce a very niche model-the supercar nissanGT-R. We do not lie in how much sales it can contribute, but in that it can further meet the needs of consumers, even if these consumers are relatively small. Because GT-R is the best evidence of technology Nissan and an outstanding representative of Nissan's advanced technology. Therefore, from a brand point of view, the legendary image of the GT-R sports car will enhance the competitiveness of other Dongfeng Nissan models in the Chinese market.