Xinhuanet Beijing May 8th Recently, Xinhua Automobile learned from Dongfeng Nissan Communication and Communication Department that Dongfeng Nissan, Dongfeng Nissan Kaichen and Dongfeng Renault have personnel adjustments. Xiong Yi, former head of the marketing department of Dongfeng Nissan Passenger Vehicle Co., Ltd., was transferred to the head of the marketing department of Dongfeng Renault, replacing Chen Hao, who had previously left the company; Yan Hongbin, the former head of the business department, was the head of Dongfeng Nissan's marketing department; and the full-time deputy headquarters of Dongfeng Nissan Market Sales Headquarters Lei is also the head of the Qichen business department; Li Guangtao, deputy director of the marketing department of Dongfeng Nissan Passenger Vehicle Company, is the deputy director of the business department.
In June 2014, Yan Hongbin succeeded Ye Lei as the head of the business department of Qichen. During his tenure, Qichen brand launched the entry-level Kaichen R30, the pure electric car Kaichen morning wind and the Qichen T70. The product covers A0 grade, new energy and compact SUV, and completes the layout of three market segments. Three cars in a row, teamed up with Evergrande Football Club, and became the designated car for the "China Good Songs" program. The Qichen Model Center was put into construction, and the marketing methods such as entertainment and experience were fully promoted. The marketing service network expanded rapidly for 2015. Break through and lay the foundation.
At the end of 2013, Qichen announced its strategic goal of 50% sales growth in 2014. In 2012, the first year of the launch of the Qichen brand, the sales performance was 42,000, setting a new record for the first year of the new domestic automobile brand. In 2013, Kaichen's annual sales reached 105,000 units, achieving a 150% increase.
In 2014, the overall sales volume of Qichen reached 114,000 vehicles, achieving a contrarian growth of 8.2%, which was higher than the growth rate of independent brands during the same period. In the context of the overall decline in the self-owned brand sedan market last year, Qichen still maintained its growth momentum and achieved steady development. Mainly due to good brand marketing and further improvement of sales channels and product architecture.
Under the leadership of Yan Hongbin, Qichen has entered the 2.0 era in an all-round way. Both the overall brand image and the product design, development and marketing capabilities have significantly improved. Kaichen not only entered the mainstream brand camp in a short time, but also the launch of the T70 at the beginning of the year will be an important trump card for Kaichen to enter the 100,000 yuan SUV market.
At the end of last year, the Qichen brand planned a relatively large amount of growth, with an expected sales target of 200,000 units. Thanks to a good foundation, this goal is mainly achieved in two aspects. First of all, we must pay close attention to the SUV market, do a good job in the marketing of Qichen T70, and then further expand sales channels. As of the end of 2014, there were 180 first-level outlets and more than 2,000 secondary outlets in Kaichen. There is still a distance between the 500-800 requirements for the first-level outlets that achieve basic coverage. Doing both is good, at least 50% growth.
In contrast, Dongfeng Nissan sold about 940,000 vehicles in 2014, and completed 85% of the annual target of 1.1 million. Although Qijun and Sylphy have performed well in their respective market segments, the Trent and Sunshine in the compact and small car market have not reached the expectations of the beginning of the year, resulting in an overall failure to meet the annual sales target.
For Dongfeng Nissan, 2015 is the first phase of the next development period, and its importance is self-evident. In 2015, the sales target was lowered to 1 million units, and more energy was placed on its own network architecture and product strength. During the Shanghai Auto Show, Dongfeng Nissan has released two new models, the Loulan and the Bluebird. Dongfeng Nissan's personnel adjustments can be said to have completed a new layout of the top-span in the senior management.
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