Text / Yuan Haobo
Dongfeng Nissan’s new Tianzhu is indeed continuously revolutionary, can meet consumers’ increasingly young, intelligent car demand in intelligent configuration and black technology, and look at today’s B-class car market. The new Tianzhu is indeed a B-class car. Interpretation of “Comfort” model.
On July 12th, [Car Wiki App] visited Dongfeng Nissan Tianzhu’s comfortable Rubik’s Skill, officially landed in the scene of Beijing Shengling Square. Dongfeng Nissan Tianzhu and architects Qingshan Zhou Ping, music producer Wu Jinye, video artist Tang Hui jointly creates comfortable magic, bringing a comfortable experience to consumers, can also appreciate the charm of Nissan Scorpio Technology and Art. It is reported that in addition to Beijing, Tianzhu’s comfortable Rubik will also land in Guangzhou, Chengdu, Shanghai and other cities, will carry out this “comfortable wave” in the end.
Focus on comforting Tianzhu “experience +” marketing accelerated brand “intelligent”
As China’s auto market is increasingly hot, competition is more fierce. In such a form, the car dealer must constantly seek new unique selling points, re-examine the needs of the owners. How to provide the owner of the high value of the competitor, so that the growth of the company has a lasting competitive advantage in the source, which will become the core issue of the attention of the vehicle enterprises. The experience marketing with the value competition is naturally called, and it has gradually been concerned with the marketing industry to become a new type of marketing in China.
At the moment, each brand beta experience marketing, the flash shop is endless, compared with MINI’s high-compared to Honda Feng Fan’s type, the answer given by this Dongfeng Nissan Tianzhu is: use art Inspiration Reconstructing Comfortable Life Experience, define high-order comfort standards with intelligent technology.
Scorpio’s comfortable Rubi is divided into space comfort zone, takes a comfort area, audio-visual comfort zone.
Among them, the space of the joint architect Qingshan Zhou Ping has a comfortable area – “Mobile home” with a textured log color as the main tone, with large-scale LED white lights, integrate into the scientific and technological element, with gelatics on the basis of natural style The object is placed in style to create a comfortable experience.
Take a comfortable district of Tang Hui, and the image of the “cloud sofa”, with blue sky and white clouds, using large fresh blue, white, floating blue white balloons in peace and beautiful. Such a environment is fitted with the same seat for the passengers to create a fantastic comfort, a fantastic comfort.
The audio-visual comfort zone built by Music Producer Wu Jinyi has brought a “intracranial forest theater” for the experience. Space cold tones, full of metal feelings feel that they have entered the black box of technology, listen to nature’s voice, with the original appearance of the forest, high-quality auditory and visual enjoyment of the theater level. Experience.
In addition, there is a comfortable corner of the comfortable corner of the Scorpio Cozy Cape that caught the experience of the experience. The taste of the world is strange, what is the comfortable taste? The taste of home, the taste of the cat, the taste of 暧昧? These are the comfortable perfume of the Tianzhu comfortable area.
It is not difficult to see from the various experience zones in the comfortable Rubik’s Cube, and Dongfeng Nissan Tianzhu is still a young market. Since the implementation of the young strategy of Dongfeng Nissan, the new Tianzhu injected more dynamic young elements on a stable and introverting, and in conjunction with consumers in the context of consumers in the middle and high-priced car markets. At the same time, this “experience +” fashionable space flash shop also accelerated the “intelligent” process of Dongfeng Nissan brand.
The scorpion is hard, achievement “Comfort King”
Every side of the scorpion is a comfortable space, and the scorpion is coming to comfort, then what is comfortable?
Intelligent Technology Comfort Driving: Nissan Zhilong Technology Nissan Intelligent Mobility (NIM) is the world’s leading intelligent technology. Scorpio is benefiting from Nissan Zhi and Technology Research Achievements Nissan I-Safety, Xtronic CVT and other technologies, thus bringing more secure, more comfortable and smarter driving experiences for consumers.
Multi-Layer Human Engineering Seat: Multi-Layer Human Engineering Chair in Scorpio Body, Its Design Spirit Sports Self-space Seat, which is based on the comfort of the human body in the weight loss, thereby designing a seat that is more in line with the human structure. . Excellent wrapping and support brought a comfortable ride experience.
Full-dimensional and quiet car body: Tianzhu body uses two-layer suction sound material and low resonance vehicle design, providing the mute effect of professional music hall levels, achieving the best tranquility of the same level. In addition, humanized carriage design and oversized cars also bring good body space for consumers.
Audiovisual Intelligence Technology: The BOSE 2.0 high-level luxury sound system equipped with Scorpio, the audiovisual feast of theater level. In addition, 3D flat information display system, through 3D stereo effect, improve information readability; display the screen to the sight of the front view road, greatly reduce eye fatigue, bring more comfortable audiovisual experience to consumers.
It is expected to reach this year’s goal, “the top three of the joint venture brand” is not small
Last year, Dongfeng Nissan has sold 11.22 million (including imported cars) year-on-year, an annual sales target of 10.6 million in a year-on-year increase. Since the first three thousand in 2015, Dongfeng Nissan sales have exceeded 30,000 degrees in three consecutive years, and new records were created annually.
This year, the 15th anniversary of the native of Dongfeng. Nissan opens the first year of intellectual technology, and is committed to letting more consumers feel the innovation of Nissan Zhilong Technology, and realize the brand by “young” to “intelligence”. In the last month, Dongfeng Nissan released the first “Issue +” vehicle system with independent intellectual property rights, which officially opened Dongfeng Nissan, and the car. Accelerated the goal plan for challenge the top three of the joint venture brand in the next four years.
It is worth mentioning that Dongfeng Nissan has created 530,735 units in June and June this year, an increase of 11.1% year-on-year, which in view, this year, 117 million sales is not very difficult. However, from the current point of view, the top three targets of challenge joint venture brands are still relatively radical. In 2017, the top three of the joint venture trainer were still occupied by the Volkswagen, SAIC, FAW-Volkswagen, the annual sales of 20.63 million, 19.99 million, 19.57,000, Dongfeng daily production positions, the fourth place, However, the sales of 11.2 million units still have a lot of gaps than the top three.
Dongfeng Nissan Tianzhu, as the main force of the monthly sales close to 10,000 units, sales only in Nissan Sylphones, Qi Jun, hacker, its sales is good, and the overall sales performance of Nissan is very obvious. In the case of relatively stable in the top three markets, Dongfeng Nissan chooses to carry out a series of comfortable magic cube fast flash shops, not only beneficial to improve the sales of Scorpio, but also this scene, experience, intelligent The innovation form passes its own comfortable philosophy brand concept, which can be described as two.
It is understood that in the future, under the Guidelines of Nissan Zhi and Technology Strategies, Dongfeng Nissan will also integrate full-value chain, from product planning to production, manufacturing, from products to marketing services, bring more intelligent people for consumers. Life.
Summarize:
The comfortable Rubik Cube, which is built by the Tianzhu Union, is designed to provide a comfortable experience for consumers, bringing unlimited possibilities for the exploration of comfort zone. On the other hand, in addition to the good experience of the product itself, the company has strived, and the young marketing activities have also promoted the development trend of Dongfeng Nissan. It is believed that Nissan can achieve a satisfactory answer this year.