China’s auto market, after 10-year blowout development, saw its gross domestic sales volume progressively grow reasonably in 2013 and the whole market tends to develop stably. Nevertheless Zhengzhou NISSAN did not slow down its advancing steps. In the first six months of 2013, its sales volume accumulatively hit 58,510 overfulfilling the marketing plan with the link relative ratio up 35.9%. Among it, the sales of CDV as the key product sequence accounted for 42.1% of the total. Confronted with the slide of the minivan market on the whole, Succe 1.5L (Almighty Edition), by 32.5% up on year-on-year basis, attested once again the accurate market positioning of its CDV and “high-class compact commercial vehicle”. Concurrently, the exports overseas of Zhengzhou NISSAN amounted to 5143 from January to June 2013, up 24.5% on year-on-year basis, keeping up a growth of over 20% three years in a line.

Expanding overseas marketing and achieving growth of entire sales

In the first six months of the year, Zhengzhou NISSAN, with its precise marketing strategies, through mixed application and expansion of multiple marketing measures and fueled by the overseas market, saw an overall rise in total sales.

As for CDV and Pickup trucks, Zhengzhou NISSAN respectively promoted the regionally differential marketing strategies, mapped out the marketing policies geared to the consumers’ demands in different marketing areas and made the marketing close to the consumers. As for the application of the marketing efforts, to make the consumers know Succe of the Dongfeng Brand in a three-dimensional and close way, Zhengzhou NISSAN positively expanded its marketing channels, introduced the mode of entertainment marketing and initiated the in-depth itinerant exhibition of Succe themed at “Jin Zhiwen from the Voice of China, Happy Succe Drivers”. The site of activity set the area for auto dismantling and negotiation etc so as to directly exhibit the products in comparison and approach the intended customers. Simultaneously Zhengzhou NISSAN, together with the itinerant exhibition, launched the activity of free experience for auto owners themed “Happy Succe Every Day”. Further more, Zhengzhou NISSAN reassumed competition marketing on the occasion of its 20^th anniversary in 2013. As the first Chinese auto enterprise participating in the international cross-country competition Dakar Rally and after its Rich Pickup won the champion of the Production Class of the 2013 Huanta Rally, Zhengzhou NISSAN will lead its SUV and Pickup Truck to take part in the China Cross-country Rally in September, redefine the true spirits of cross-country rally and demonstrate the cross-country performance and high-end quality of products. Additionally, it also launched a series of favorable activities such as “Redemption of Pickup Truck” and Seasonal Service Month etc and tested the market in the mode of marketing propagation.  

In the meantime of unceasing expansion of the domestic market, it also makes continuous endeavors to expand its overseas market and 10 new marketing areas including South Africa, Malaysia and Mauritius etc with the business scope covering 61 countries and territories throughout the world. It is known that based on the original overseas marketing strategies such as the “stronghold type” network development etc, Zhengzhou NISSAN advocates the “Seven Integrations” of domestic and overseas markets in “service concept”, “technical data” and “service index” etc so as to guarantee high quality of products and services in the covered areas. Contemporarily, it holds up “the ultimate goal to meet the true demands of the consumers” and researches and develops the passenger vehicles suitable for local consumers according to their attributes in different overseas markets in the manner of field interview. For instance, it specially researched and developed right rudder Succe for Southeast Asia etc. The overseas sales volume of Zhengzhou NISSAN rose by up to 5 times in five years from 2008 to 2012, ranking the 2^nd among the exports of all the subsidiaries of the Dongfeng Group in 2012. In 2013, Zhengzhou NISSAN put forth the new overseas action program, that is “the Overseas Intensive Development 1.0 Action”, aiming at starting up from “0”, accomplishing the export of 10,000 autos in the whole year, breaking through the sales volume of 10,000 and realizing further intensive development overseas.

Developing intensively for 20 years supported by dual brands and proprietary brands embracing renascence

In retrospect of the stable market performance of Zhengzhou NISSAN in the first six months, especially the substantial growth in sales volume of Dongfeng Brand, the vice president of Dongfeng Motor Company and Zhengzhou NISSAN Automobile Co., Ltd Manabe Yarwun held the view that it was closely bound up with the fact that Zhengzhou NISSAN introduced and practiced dual brands at the earliest. Under the guidance of the dual-brand strategy of Dongfeng and NISSAN, Zhengzhou NISSAN greatly values the driving force of the NISSAN brand to optimize and nurture its proprietary brands and guarantees the quality of products of its proprietary brands through collinear production.