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How important is Qichen to Dongfeng Nissan?
Ren Yong, vice president of Dongfeng Motor Co., Ltd. and deputy general manager of Dongfeng Nissan Passenger Vehicle Co., Ltd. answered that Qichen is an important strategy for Dongfeng Nissan to develop to a higher level.
Starting from the listing of the first new car D50, only two years and three months, the cumulative sales of Kaichen carrying the "Joint Venture Autonomous" label has exceeded 200,000. This speed is difficult to find in the Chinese auto industry. precedent.
Dongfeng Nissan’s full-time deputy headquarter of the sales headquarters and Ye Chen, who once served as the head of Qichen’s business division, confidently stated: “With Qichen’s 5th product unveiled at the Guangzhou Auto Show, this also means that Qichen will formally enter the design. The 2.0 era of R&D."
2018 full outbreak
In the era of 1.0, "new bottled old wine" was the industry's biggest challenge to the Qichen brand. Both models of the D50 and R50 are based on the old TIIDA platform. The R30 prototype was Machi, and the morning wind prototype was the listening wind. The strong traces of Nissan largely obscured the recognition of the Kaichen brand.
As the Deputy Minister of Qichen’s Business Division, Yan Hongbin also admitted that the primary goal of Qichen’s brand planning was to launch products as soon as possible, so it was too late to make too many changes to Nissan models.
However, with the official foundation of the Qichen Modeling Center on August 6th, in the future, the Qichen brand must remove the “Nissan obsolete models and old platform repackaging†hats, and transform itself into independent research and development. According to the reporter's understanding, the 5th product unveiled at the Guangzhou Auto Show, that is, Kaichen's first SUV product, is a model completely developed by the Kaichen R&D team from scratch, and will present a great breakthrough in the appearance of the model.
Ye Lei said with a smile: "After seeing the shape of this car, I think no one should say that Kai Chen just changed the model of Nissan's obsolete models." At the same time, he revealed that in the future, Kai Chen will further increase investment in research and development of vehicles, Product planning has been completed in 2020, and strive to achieve full system coverage. According to their assumptions, 2018 will also be a full-year outbreak of Qichen products, and sales will be directly reflected.
Breakthrough New Energy Vehicle
Among them, the Qichen Electric Vehicle, led by the morning wind, will become an important part. As early as before the morning breeze listed, Ye Lei had once said: "Electric vehicle promotion is one layer of window paper. We are confident that we will make Qi Chen Morrison No. 1 in the field of electric vehicles." According to plan, to In 2018, the annual sales of electric cars under the Qichen brand will reach 50,000 vehicles, and the goal is ambitious.
Ye Lei introduced that one month after Chenfeng was listed, it had already harvested 1,000 orders nationwide, and it even made the factory's production capacity begin to tighten. However, through this sales transcript, the actual number of licenses for morning breeze in 9 cities for sale was close to zero. Ye Lei honestly said, "To be honest, so far, morning breeze has not been on the market in Shanghai."
Analyze the reasons, Ye Lei said that the biggest difficulty now is the government's support for the development of new energy automobile industry. Especially in terms of policy support, overly tedious methods of subsidy application and installation procedures for charging piles have also greatly reduced the purchasing enthusiasm of consumers, and even greatly extended the delivery time of vehicles for vehicles.
However, Ye Lei did not express too much concern about this status quo. He said that in 2014, it was just the introduction period of Qichen pure electric products. The purpose was to understand the government's support efforts and to test consumer acceptance. In the next 1-2 years, through the actual inspection of the market, Qichen also hopes to sum up certain experience and lessons and find a “solving road†for new energy vehicles.
Create a three-tier architecture
Back to the present, from January to September of this year, Qichen’s overall sales volume was about 90,000 units, basically meeting expectations. In the last three months, Ye Lei frankly stated that he will try his best to increase sales again in order to realize further rapid growth on the basis of 2013.
More importantly, starting this year, Qichen has gradually started to implement the "Reseller Level 3" project. That is to say, every Qichen 4S store will be built into a regional marketing center in a certain area and will be developed by it. More secondary sites, which in turn manage smaller sites in their jurisdiction, create a more three-dimensional architecture.
In addition, Qichen will continue to adhere to the principle of "community services, single-network sales," continue to implement "network deep plowing," and accelerate the expansion of second-tier outlets and exchange of blood in order to fully prepare for the 2018 outbreak.
Yan Hongbin said that in 2013, 60% of Qichen dealers had realized profits, and that the well-performing dealers could achieve annual sales of more than 1,000-1200 vehicles. Therefore, it is expected that by the end of this year, the number of Kai Chen dealers will increase to 180, and will continue to achieve a steady growth of 70 in the next year, reaching a total of 250 companies.