When Chen Hao, the deputy general manager of the new Dongfeng Nissan, was sitting in front of the reporter for less than half a year, his 'brothers' in various positions such as R&D, manufacturing, and sales were engaged in the sprint of the second half of the year. In the first half of 2018, Dongfeng Nissan's cumulative terminal sales reached 530,735 units, an increase of 11.1% year-on-year. According to this growth rate, the sales target of 1.17 million units was completed throughout the year. There is no suspense. This may be Dongfeng Nissan dedicated to its own bundle. The best gift of the year.
The ancient juvenile is fifteen years old and is 'bundle'. From 襁褓 to 束, from immature to strong, Chen Yu and the 'brothers' who are in the same boat, grow up with Dongfeng Nissan, with their persistence and hard work, with 15 years Created a huge ship.
15 years to create a phenomenal enterprise in China's auto industry
The 15 years of rapid growth of Dongfeng Nissan is the 15 years since China's automobile industry entered the golden age. The sales volume of automobiles has increased sharply and the demand for consumption has expanded rapidly. Under the fierce market competition, Dongfeng Nissan has gone through the simple introduction of Nissan products to Nissan. Joint development, and then the road to 'creating change' in the global system of Nissan, has become a model for the development of China's joint ventures in the process of reform and opening up.
'The so-called 'the trend is stronger than the people', a company, at any time, must have an insight into the current market situation and trends, and make appropriate actions to continue to succeed. In the past 15 years, Dongfeng Nissan has insisted on 'creating value together. The corporate mission of “Mufuyi” and the competitive strategy of “leading to the next step” are the cornerstones of our sustainable culture. We are driven by speed, product-driven, and driven by the system, step by step, and form a rapid response capability. Chuang change ' seek development. ' Chen Yu said.
The 15 years of Dongfeng Nissan is a tortuous 15 years. Apart from the preparation period of Guangzhou Fengshen from 1999 to 2002, the development of Dongfeng Nissan in the past 15 years is mainly divided into three stages.
The first stage was from 2003 to 2005. This stage was summarized by Dongfeng Nissan as the stage of 'joint venture, joint, and joint strength'. 2003 was the first year of Dongfeng Nissan's joint venture. Dongfeng Nissan spent two years to develop and produce. The force has begun to take shape, and it has emerged in the market, and it has started the 'opening door' in the development process. In 2005, Dongfeng Nissan and China and the United States jointly issued the "Dongfeng Nissan Action Plan", which injected strong cohesion and competitiveness, Sino-foreign joint venture. The unity of the former space, the realization of the 'from joint venture to the heart' leap, from the root cause to solve the problem of cultural integration of joint ventures, and then into the fast track of rapid development.
The second stage is from 2006 to 2012. This stage is called the stage of 'horse race, headwinds'. During this period, Dongfeng Nissan ushered in rapid development, creating the 'dongfeng that has been talked about in the industry so far. Nissan's speed '. 'At that time, Dongfeng Nissan has reached the global benchmark level of Nissan in terms of product quality, and we have to keep up with the market share to form a corresponding market reputation and reputation, and lay the foundation for brand development. 'Chen Wei said. So At that time, Dongfeng Nissan quickly launched its products, quickly spread the network, and created the achievement of 3 million sets of production and sales in 8 years, becoming the fastest joint venture car company.
The third stage is 2013~2017, which is called the stage of 'strong base, historical leap'. 'After 10 years of rapid development, China's auto industry has ushered in a micro-growth stage after 2013. Dongfeng Nissan Timely change ideas, strive to adapt to changes from high growth to steady growth, focus on 'connotative' growth, emphasize high quality leap, and build a series of ecological self-balancing mechanisms to meet their own needs. Said. This change of thinking has greatly promoted the improvement of Dongfeng Nissan's development quality. By 2017, Dongfeng Nissan has maintained a high quality of over one million vehicles for three consecutive years, and accumulated 9 million user possessions, with an output value exceeding 160 billion, becoming an industry. A well-deserved leader.
This is the most obvious period of progress in the Dongfeng Nissan system. In terms of R&D, Dongfeng Nissan established the Advanced Engineering Technology Center in 2016, focusing on the automotive intelligent Zhilian. In terms of manufacturing, it emphasizes digital design, manufacturing quality and quality in different R&D production stages of product production. Flexible production. Changyang Yulong, headquarter of Dongfeng Nissan Manufacturing Headquarters, said: 'In the development stage, the product is made faster by digitalization, exposing quality problems and solving them, through the intelligent supply chain with full coverage of information, throughout the manufacturing process. Quickly realize the connection between upstream and downstream links to form a competitive capability. Flexible production can be adjusted in real time according to the needs of the market and customers. This is the performance of smart production and intelligent manufacturing. 'In terms of products, Dongfeng Nissan has stepped up efforts to promote 'YOUNG NISSAN' younger strategy, product personalization and rejuvenation has become the basis of Dongfeng Nissan's contrarian trend. 'After 15 years of development, Dongfeng Nissan has built a 'moving, SUV, comfortable' three product camp. For young Consumers, we have a dynamic bluebird, 骐达; facing the high-end business people, I Confidence and stability, vitality of the Scorpio, Sylphy and other comfortable models; of course, passionate Qijun, hackers, Loulan and other models provide a variety of SUV choices for the courageous consumers. 'Dongfeng Nissan Market Sales Headquarters Deputy Headquarters Zhang Jihui said. In addition, Dongfeng Nissan has also tried many new business directions during this period, such as creating a third-class car purchase option and new car in the industry, and creating a second-hand B2B e-commerce platform led by the first domestic automobile manufacturer. Yi Cheng shoot 'etc, and keep up with the intelligent, digital development, development and introduction of a number of advanced service tools to effectively improve customer satisfaction.
From 2018, Dongfeng Nissan entered the fourth stage. The sign of this stage is the 'TRIPLE ONE' medium-term business plan issued by Dongfeng Motor Co., Ltd., and Dongfeng Nissan's 2020, challenge joint venture brand TOP3' business plan. In 2022, Dongfeng Nissan's annual sales reached 1.6 million units, and its market share in the joint venture non-luxury camp exceeded 12%. Its profitability reached the top three in the industry. Brand goodwill, customer satisfaction, business quality, and product quality all entered the top three. This is Dongfeng Nissan's 'strategic change' for the future market development trend.
From 'Dongfeng Nissan Speed', to 'Dongfeng Nissan System Power', and then to 'Dongfeng Nissan' Strategic Innovation', Dongfeng Nissan experienced the turbulent waves of the market and witnessed the glory of the times. Since its establishment in 2003, Dongfeng Nissan combines foreign products and technologies, complemented by the practice of localization in China, and establishes an excellent, leading management concept, advanced development platform, complete industrial chain process and efficient management mechanism, becoming the absolute domain of traditional automobile manufacturing. The leader. When we put these in the context of the 40 years of reform and opening up, it means that Dongfeng Nissan continues to practice the goal of the rise of science and technology to power the country, and more practical actions to seize the opportunity of the times, in a stable hundred On the basis of the 10,000 system, we will strengthen our efforts to promote Nissan's technology in China and achieve high-quality leaps. It has contributed to China's transformation from a big car country to a car power.
How is the front runner made?
Today, Dongfeng Nissan has become a phenomenon. It represents a strong market insight, agile, always awake, and executive and tenacious. The 'Dongfeng Nissan phenomenon' is rooted in the blood of everyone in Dongfeng Nissan. The Dongfeng Nissan gene with the core characteristics of 'fusion' and 'creation change', and the unique whole industry chain ecosystem based on this core trait.
'The development history of Dongfeng Nissan is a history of entrepreneurship, and it is the history of every Dongfeng Nissan people spreading their youthful sweat.' Chen Yu said. For the organic combination of people and culture, Dongfeng Nissan is in the entire automobile industry. The front. 'In a multi-culture, concept-interlaced enterprise, only the integration of ideas and corporate culture can make the corporate culture continue to sublimate, in order to form a strong new cultural force, thus promoting the sustainable development of the enterprise. 'Dongfeng Nissan Management Zheng Lehua, deputy head of the headquarters, said. It can be said that the success of Dongfeng Nissan is the corporate mission of 'creating value for mutual benefit and well-being', the business philosophy of 'quality of operation is more important than scale', and the 'leading half-step' competition strategy, ' Advocating challenges, eager to succeed, the manager, the clerk, the culture of doing things, is also the happy work of 'mutual trust, mutual appreciation', happy life, happy culture of happiness and growth. All of the above, Dongfeng Nissan, a joint venture known as 'the least like a joint venture', has absorbed the best teams and talents of both shareholders, in the best of times and in the best environment.
'Dongfeng Nissan adheres to the concept of 'culture first' in management. Culture is the soul of a company, and corporate culture determines the height of the company. 'Chen Chen interprets unity, a strong culture for the power of a company. In his view,' The culture of 'integrating' and 'creating change' is the driving force for sustainable management and the cornerstone of strategy. At the same time, Dongfeng Nissan adheres to the 'efficient' and 'happiness' human resources dual-core strategy, constantly improving the human resources operation mechanism to create fairness and justice. The open talent management platform has realized the double improvement of employee value and organizational value. The talent concept of 'Jucai', 'Energy' and 'Value-added' is also the core competitiveness that Dongfeng Nissan is difficult to replicate. The scattered pearls are rolling around. The culture is the soft and strong thin line. Putting the beads into the society, the writer Long Yingtai can explain the strong driving force of cultural identity for the development of Dongfeng Nissan. Dongfeng Nissan’s 'thin line' is 'integration' and 'creation change'. These two characteristics not only make Dongfeng Nissan have a strong synergy and sustainable operation, but also deeply rooted in China.
It is under the influence of the cultural genes of 'integration' and 'creation change' that Dongfeng Nissan has formed a unique industrial chain ecosystem, which has become the decisive force for continuously promoting the evolution of Dongfeng Nissan.
From research and development, manufacturing, to sales, channels, and even to the aftermarket, Dongfeng Nissan has formed a relatively closed-loop industrial chain ecology. In this ecology, each link is relatively independent, but it forms an organic cooperation with all surrounding links. And supervision, the whole industry chain will become an organic whole. 'Dongfeng Nissan's entire industry chain as a well-functioning ecosystem, it must be organic dynamic, flexible, self-healing and growth.' Chen Yu said. In the opinion of the reporter, the healthy operation of the entire industrial chain ecosystem depends on the ecological self-balancing mechanism constructed by Dongfeng Nissan, and enhances the ecological self-evolution efficiency and ecological self-regulation ability.
In terms of ecological self-balancing, Dongfeng Nissan has always followed the principle of balance, seeking the harmonious development of all parties in the industrial chain, mutual benefit and win-win. Building a balance between dealers and distributors, and pursuing a balance between production and sales, taking into account market development factors to make the entire channel system More healthy. In terms of improving the efficiency of ecological self-evolution, Dongfeng Nissan adheres to 'management management, service to service, management to operation'. Promote the whole industry chain ecology by strengthening the cultivation of talents, business development, and application of tools. The improvement of efficiency is in the three aspects of management, service and management. In terms of improving the ecological self-adjusting ability, Dongfeng Nissan adheres to the concept of “customer first”, focusing on customer contact, paying attention to customer experience, and innovating in the whole value chain. Adjust the innovation ability of the whole industry chain and improve customer satisfaction.
The healthy operation of the whole industry chain ecosystem is the success of Dongfeng Nissan's top-level design. It is also the key to Dongfeng Nissan's 15 years of growth. [Dongfeng Nissan's top-level design has always adhered to two principles. First, at all times, adhere to the company's Mission - create value together, and seek common prosperity. If all the behaviors of a company can't create value with stakeholders and seek common welfare, then this enterprise loses the fundamental meaning of survival. Secondly, the top design is system planning. The precautionary events must be moved with the general trend, and we must not seek for the sword. We must have the forward-looking objectives and the feasibility of implementation. When designing the development plan, we always do the same when the big goals are basically unchanged. The organic dynamic design model. The top design is more of a compass, not a map. The market is changing rapidly, and the strategic command team can't use the sword. So the successful experience and development path of the team at this time is our top design. The important starting point and reference system. ' Chen Yu said.
Enlightenment from 'Dongfeng Nissan Phenomenon'
The forward-looking design of the top-level design and the sincere cooperation of the whole industry chain have enabled Dongfeng Nissan to create the 'Dongfeng Nissan phenomenon', summing up the reasons for its success, and the promotion of the five advanced models, which is indispensable. 'Integration and innovation of corporate culture model, R&D reverse The back-feeding model, the manufacturing quality breakthrough model, the marketing innovation model and the independent brand incubation model are the basis for the 'Dongfeng Nissan phenomenon'. ' Chen Yu said.
The corporate culture model of integration and innovation depends on the “Dongfeng Nissan Action Plan”, which establishes the basic rules of Dongfeng Nissan Enterprises and builds the common core values of Dongfeng Nissan, realizing Dongfeng Nissan from 'joint venture' to 'He Chuang' The leap and integration. On the basis of the joint venture culture, Dongfeng Nissan has also formed a culture of 'advocating challenges, eager to succeed' and a happy culture of 'creating value and sharing success'. This is the success and continued success of Dongfeng Nissan. The foundation of the foundation.
Dongfeng Nissan has achieved the improvement of R&D strength and has the ability to feed back Nissan globally and carry out independent development based on the needs of Chinese consumers. 'As Nissan's regional center in China, we must assume the full responsibility of Nissan products in the Chinese market. At the same time, we also assume responsibility for applying our own development results to Nissan's products. We define this process as an improvement of responsibility. 'Xu Jianming, deputy director of Dongfeng Nissan Technology Center, said. The sales volume in the Chinese market is about Nissan's global sales. 1/4, Dongfeng Nissan has become a model for Nissan's global factory localization. Nissan has more and more global first-generation models and advanced technologies, and has chosen to take the lead in China. It can be said that Dongfeng Nissan has developed jointly with Nissan Headquarters. Models, self-developed patents and backed the strength of Nissan headquarters. 'Next, what we need to do is to achieve value enhancement. At this stage, we are not only limited to developing products, but also to meet the growing needs of our customers. . Xu Jianming said.
In the manufacturing field, Dongfeng Nissan has won the Renault Nissan Global Benchmark Factory Award for its four consecutive vehicle production bases in Guangzhou, Fuyang, Zhengzhou and Dalian. The engine factory won the championship for four consecutive years, creating the first engine of the Renault Nissan Alliance engine factory. Nissan's manufacturing quality has achieved unprecedented breakthroughs.
In the field of marketing, Dongfeng Nissan not only dares to take the initiative, but also actively releases the 'creative change' gene. It also constantly 'iterates' marketing ideas based on insights into the market environment and consumption system. According to Zhang Jihui, in internal operations, Dongfeng Nissan promotes flat Structure, carry out regional reforms, fully decentralize resources to the front line, let people who can hear 'gunfire' make direct decisions; externally plan, plan channel layout in advance, innovate channel mode, brand marketing evolves from young to intelligent, Vigorously promote digital marketing, launch diversified financial car purchase policies, and creatively create new marketing models and new ideas.
In 2010, Dongfeng Nissan launched its own brand Kaichen. In the past 8 years, it has adhered to the joint venture brand. With the increasing maturity of the Qichen brand, Dongfeng Qichen was officially listed in 2017, and Dongfeng Nissan became the only one. Cultivate a joint venture of its own brand. The incubation of its own brand has never been seen before in the joint venture. 'Brothers are united, and their profits are broken. This is the relationship between the Japanese product brand and the Qichen brand.' Xu Jianming said.
In the opinion of the reporter, as the excellent embodiment of Dongfeng Nissan's fusion and innovation thinking, the emergence of 'Dongfeng Nissan Phenomenon' has brought a rare model for China's automobile industry and joint venture itself.
'Technology innovation', the future under 'cultural heritage'
'How to bid farewell to youth with the youthful ambition of the company, and what kind of gesture to bravely devote themselves to the torrent of the times?' This is the question raised by Chen Yu at the 15th anniversary of Dongfeng Nissan. In his view, Dongfeng Nissan’s 15 years old In fact, it is a farewell ceremony related to youth, and it is also a welcome meeting for new students in the unknown era. The answer given by Chen Yu is 'technical innovation' and 'cultural inheritance', to say goodbye to youth. Way, hand in hand with the future.
A new starting point for the new era, Dongfeng Nissan proposes to reconstruct the value system, switch the runway to seize the wind, and make comprehensive efforts in the fields of intelligence, electrification, and networking. 'The car we talked about today turned into a new species. It will become a super mobile terminal, thus changing the existing ecology of the automotive industry. Its future, perhaps not yet clearly can give an answer, but the background of this change has become a reality. First, the new technology is booming. Forward, it is irreversible; second, new consumption changes from time to time, and constantly changes. 'Zhang Feng, head of the Dongfeng Nissan Commodity Planning Headquarters, said that Chen Hao also believes that the competition in the automotive industry is actually the competition at both ends of the dumbbells - the front end It is the product manufacturing capability, and the back-end is the customer service capability. Dongfeng Nissan gives itself a position, both a manufacturing enterprise and a service-oriented enterprise. 'The new era brings us two topics, one is to stabilize the existing base, The whole system industry chain accumulated over the past 15 years - R & D, manufacturing, sales, service and other 'strong base strength', to maintain advantages; Second, actively develop technology-driven upgrade and innovation of the entire automotive industry chain.
Based on the intelligent development strategy, this year became the first year of Dongfeng Nissan's Nissan Technology (NIM) action.
In terms of intelligent power, starting from the debut of Beijing Auto Show 'Xuanyi·Pure Electric' this year, Nissan's most advanced EV, e-POWER and VCT power technologies will be introduced one after another, and no less than five electric drive models will be introduced by 2022. Challenge the sales of electricity by 30%.
In terms of intelligent driving, Dongfeng Nissan will gradually introduce advanced ProPILOT, ProPILOT Park and other automatic driving technologies to become the pioneers of autonomous driving technology in the Chinese market. Dongfeng Nissan's plan is to gradually introduce the highway single-lane automatic driving technology in 2019; 2021 In the year, it began to gradually introduce multi-lane automatic driving technology for highways; by 2022, it will realize automatic driving technology under complex urban roads.
In terms of smart interconnection, Dongfeng Nissan grasps the development trend of the automobile industry, conforms to the trend of 'networking' industry, utilizes the rapid development advantages of China's Internet, relies on Nissan's global R&D strength, absorbs domestic and foreign advanced technologies, and deploys intelligent interconnections with unique skills. Zhilian Gene, back to the world, and developed the first smart car system with independent intellectual property rights in the mainstream joint venture car enterprise - '智行+' car system. It is completely built by Dongfeng Nissan in platform construction and technology realization. Independent planning, self-government completed.
'Towards the future, Dongfeng Nissan will adhere to the dual-core drive development route of 'technical innovation' and 'cultural heritage', which is an important compass for the future development of Dongfeng Nissan. Technology is the driving force for the big ship's long-distance, and culture is its pressure. The cabin stone, maintaining the strength and precision, can ensure that we can finally reach the destination. Under the guidance of the 'dual-core drive' development route, we are full of confidence in the achievement of this goal. 'Chen Wei said. And in Nissan Zhixing Driven by science and technology, Dongfeng Nissan will strengthen the entire industrial chain ecosystem and achieve a smoother seamless connection between the various links, regardless of product planning, R&D, manufacturing, sales, after-sales, and improve the efficiency and speed of operation. 'The whole industry chain should be more bite like a gear to bring more potential energy and deal with faster market changes.' Chen Yu said.
Looking forward to the next 15 years, the competitive situation and market conditions faced by Dongfeng Nissan will change, but the constant is its strong organizational system. 'On the basis of millions of vehicles, we hope that from the proportion of products Look, the next million sales, more intelligent, networked, motorized products. For the next 15 years, we will continue to adhere to the 'creative value, and seek common prosperity' corporate mission, remain flexible, organic The reaction mechanism, inheriting the innovative genes, and maintaining a sense of crisis at all times, this is the eternal business philosophy of our company. ' Chen Yu finally said.