? ? With the rise of the post-80s and post-90s consumer groups, the trend of youth has swept the automotive market. According to a survey by J.D. Power, the Harley crowd (generally referring to the post-85s group) will account for 70% of the car-buying group in the next five years. In the face of new trends, major car brands have seized the young market, but most car companies are only stuck in slogans or forms, lack of systematization and spiritual appeal that resonates with young consumers.
? ? "For Dongfeng Nissan, youth is not a simple slogan, nor is it just a marketing tool, but to make youth more flesh and blood," said Tatsukoshi Shin, general manager of Dongfeng Nissan Passenger Vehicles.
? ? In 2015, Dongfeng Nissan took the brand slogan "Blooming Youth" and "Passion, Challenge" as the core spirit of the brand, and fully implemented the brand rejuvenation from the aspects of brand, product, marketing, service, etc., and upgraded the rejuvenation to the corporate strategic level. With the advancement and deepening of the rejuvenation strategy, Dongfeng Nissan’s branding impression and brand likability among the Harley crowd in 2015 improved significantly, and the growth rate was better than that of many automobile companies. Its youthful image gradually won the recognition and resonance of the Harley crowd.
? ? Using young people’s thinking to create young products
? ? In the opinion of Zhou Xianpeng, party secretary and deputy general manager of Dongfeng Nissan Passenger Car Company, in the era of mobile Internet, the speed of product replacement has been greatly accelerated. Only by embracing the young people born in the 1980s and 1990s, and using the thinking of young people to create young people’s cars, can car brands bring young products that truly meet the needs of the new era.
? ? Therefore, Dongfeng Nissan launched three YOUNG NISSAN strategic models in 2015 – New Loulan, New Qashqai, and New Bluebird.
? ? As the first model of YOUNG’s NISSAN strategy, the all-sensory SUV New Loulan adopts the latest NISSAN design language and technology, sports car-like appearance and dual-engine hybrid power, etc., to bring an extraordinary driving experience to young people.
? ? The new pure European-style driving SUV Qashqai adopts the European design center "Urban Phantom" design concept, has the only professional SUV chassis in the same class, and the only front and rear independent suspension in the same class, which meets the needs of young consumers for performance and off-road; with the product temperament of "unbridled youth, unbridled freedom, and unbridled vitality", the new Qashqai will please the young consumer market that pursues individuality and achieve its status as the strongest urban SUV in the same class.
? ? Dongfeng Nissan also brought together the strength of the NISSAN global team and launched the first exclusive car for urban vitality young people – LANNIA Bluebird. Adhering to the development concept of "All in YOUNG", LANNIA Bluebird has created a "distinctive sedan" for urban vitality young people with its creative shape derived from fantasy, dynamic driving control to release vitality, and avant-garde intelligent technology, ushering in the YOUNG era exclusive to young people in the automotive market.
? ? Zhou Xianpeng said: "Under the YOUNG NISSAN brand rejuvenation strategy, the new Loulan, new Qashqai and new Bluebird products will be launched together, which will lead Dongfeng Nissan to usher in a new pattern of product rejuvenation."
? ? Communicate with young people to make the brand more attentive
? ? Unlike the previous generation, the communication patterns and values of the post-80s and 90s young groups have undergone tremendous changes: they refuse to preach, pay attention to themselves, are full of personality, and have colorful hobbies and lifestyles. They value the integration of Moments and social circles, and emphasize value recognition and belonging. Communicating with them in a way that young people like, Dongfeng Nissan has given the brand a temperature and can better enter the hearts of young people.
? ? Young people like sports, like sports
? ? Dongfeng Nissan took the opportunity of Nissan’s sponsorship of the Champions League to simultaneously launch the "Champions League China Tour" series of activities, providing Chinese fans with a valuable opportunity to talk to the stars at close range and watch the Champions League live; in October this year, Dongfeng Nissan expanded the territory of sports marketing to the basketball field, and reached a three-year strategic cooperation agreement with the NBA. In the future, a series of joint actions will be carried out in the fields of automobile and basketball culture promotion, brand and marketing activities, fan and owner welfare, charity and public welfare.
? ? "Signing a three-year strategic cooperation agreement with NBA will greatly enhance Dongfeng Nissan’s influence and goodwill among young people, and further accelerate the brand perception innovation needs of’YOUNG NISSAN ‘to bloom young people." Zhou Xianpeng, deputy general manager of Dongfeng Nissan Passenger Car Company, said that NBA has a wide audience in China, especially among young people. There is no doubt about its influence and appeal. Most basketball fans born in the 1980s and 1990s have been paying attention to NBA events since they were teenagers, and they have a good memory of stars and teams. And Dongfeng Nissan’s "challenge", "vitality", "passion" and other key brand factors also complement the brand competitive spirit that NBA has been promoting, thus realizing the strong alliance between China’s Japanese auto brand NO.1 and the international top sports event brand.
? ? Young people love music and dream of music
? ? Dongfeng Nissan and NetEase Cloud Music have created the "Ideal Musician Support Program", which provides young grassroots musicians with the exclusive ideal incentive of "Star Mentor + Ideal Fund + Music Promotion Resources + Music Sharing Meeting" with a new O2O online and offline linkage model, aiming to help them realize their musical dreams, and tap their ideals, values and positive energy to inspire more young people to stick to their own ideal path. A group of talented young musicians such as Park Xingyu, Liu Ruiqi, and Excuse Me have won promotion resources present on all major platforms on this stage and realized their musical dreams.
? ? Regarding the significance of this event, Tatsukoshi Jin, general manager of Dongfeng Nissan Passenger Vehicle Company, said, "Music is the best way to communicate with young people. Dongfeng Nissan is vigorously promoting the youth strategy. We hope to use the NetEase Cloud Music platform that is loved by young people to enhance communication with them. This’Ideal Musician Support Program ‘not only creates opportunities for us to communicate with young people, but more importantly, it lights up the dream path for this group of young grassroots musicians with ideals."
? ? Young people are keen on entertainment and advocate trends
? ? Dongfeng Nissan has inspired young people to love Dongfeng Nissan by sponsoring popular film and television dramas such as "Why Sheng Xiao Mo" and "Tomb Robbery Notes", collaborating with "Men’s Wear" to create a trend pioneer party, naming the 15th Chinese Film Media Awards, and joining hands with the most popular music brand "Midi" music, launching "Midi × Bluebird Night" and other entertainment activities to inspire young people’s love for Dongfeng Nissan.
? ? Young people are full of ideals and full of hope for the future. Dongfeng Nissan has partnered with well-known media to create a series of activities "Finding the Unknown Self" and a celebrity campus speech program "Ideal Time". The "Finding the Unknown Self" series of activities uses 32 young people from different industries and fields to find ideals and values together with young people; "Ideal Time" invites real estate tycoon Ren Zhiqiang, CEO Li Bin of Yiche, and Li Qi, the overall champion of the second season of "The Voice of China", to communicate face-to-face with young people, providing them with more opportunities to realize their ideals, and advocating the whole society to pay attention to the values and ideals of contemporary young people.
? ? Nowadays, young people are full of love and enthusiastic about public welfare. Dongfeng Nissan launched the "10,000 Steps to Sunshine Road" Ludian Teaching Assistant Program on Sina Weibo, a social gathering place for young people. Combined with the social methods such as running and walking, and the number of steps that young people love to convey love, through "Internet + Public Welfare", the public welfare platform will be extended to young "Moments".
? ? Be a channel for young people and open up a big platform for automotive life
? ? "The younger generation of consumers has a strong internet spirit. Dongfeng Nissan will provide consumers with more personalized, networked and visual service touchpoints through the construction of e-commerce platforms," said Chen Hao, deputy general manager of Dongfeng Nissan’s market sales headquarters.
? ? To this end, Dongfeng Nissan has launched www.chebaba.com, the first auto e-commerce platform built by car companies in China. Consumers can experience a more convenient way to buy cars on the PC side, WAP side, Tmall side, Alipay side, and WeChat side. It is fully in line with the consumption habits of young people. The LANNIA Bluebird launched this year has become Dongfeng Nissan’s first model to be jointly pre-sold on its own e-commerce platform, Che Baba, and Tmall, a highly active online shopping platform for young people. In the future, consumers can also easily achieve customized services in Che Baba Mall, choose more personalized products and services, and fully meet the diverse consumption needs of young people.
? ? Zhou Xianpeng, party secretary and deputy general manager of Dongfeng Nissan Passenger Car Company, said: "Under the new normal of micro-growth in the car market, rejuvenation is an important means to deal with the challenges of the car market. In the future, Dongfeng Nissan will continue to deepen the brand rejuvenation strategy, expanding from young consumers with Harley as the main body to the general public group with a young mentality. With a more’heart-to-heart ‘rejuvenation, Dongfeng Nissan will be more warm and understand young people, so that Dongfeng Nissan will continue to maintain its competitiveness and leadership in the future competition."