Ren Yong: Selling millions of dollars a day

Ren Yong, deputy general manager of Dongfeng Nissan who once said cautiously that “ambitions are too early to be laughed at,” is now leaving no room for retreat for this year’s ambitions for Dongfeng Nissan to enter the “annual sales of millions of clubs”.

"Dongfeng Nissan has set a goal of one million vehicles this year. This is the million sales of real money, not production." Ren Yong once again said to the outside world, "In this "million battle", Dongfeng Nissan The decision to set a production base on sales will result in solid sales.” The reason why this commitment is soaring is because it means that Dongfeng Nissan will not be able to achieve its goal by pressing the stockpile to become a popular fashion for wholesale sales, but it must be implemented. To get millions of terminal sales. It will also be the dealer's best "assurance pill" for the production.

Last year, Dongfeng’s production and sales exceeded 800,000 vehicles, and this year it will achieve a 25% increase in reaching 1 million vehicles. This is still in the stalled market, and it can be described as "Ya Li Shan Da." However, Ren Yong remarked: “In the past nine years, whenever the auto market is not good, it is Dongfeng Nissan's opportunity. Now, the good show will be staged.”

Dongfeng Nissan continued to take the lead in the first half of this year. In the first five months, Dongfeng Nissan’s total vehicle sales (including the Qichen brand) reached 368,416 units, a year-on-year increase of 21.6%, much higher than the industry’s 4.4% increase. This also means that in accordance with the normal sales ratio of 45% to 55% for the first half of the year, the dual-brand Dongfeng Nissan will only achieve 80,000 sales in June to achieve the half-year goal of “Million Goals.”

To get tickets for the "Million Clubs," Ren Yong initiated a careful plan. This year, Dongfeng Nissan added the Qichen brand. The first model, the Qichen D50, was launched at the Beijing Auto Show in late April and reached the end of May. It has reached 8,000 units and achieved a "good start." The days of product licensing, Sylphy, Sylphy, Sunda, sunshine and new customers, have achieved monthly sales of more than 10,000, forming a separate market in their respective capabilities. Ren Yong introduced that there will be three new vehicles in the second half of this year, including a new generation of the Sylphy and Qichen branded products launched in July and a new Nissan brand vehicle to supplement dealers' ammunition.

The more important support is the optimization of Dongfeng Nissan's internal functional system. At the beginning of the year, Dongfeng Nissan established marketing departments in the four regions of the East, South, West, and North, and sank the headquarters's power to the region, significantly increasing the speed of response to market changes. In the brand system, it introduced the NISSAN import garage and Kai. Chen Division. In the terminal market, Dongfeng Nissan also spent RMB 1 billion to launch the “100 City double” plan in more than 130 prefecture-level cities in the third, fourth and fifth tiers, leveraging on business policy, marketing resources, network construction, and business training. In terms of after-sales and horizontal business support, dealers in emerging markets have doubled their sales. In the first five months, these cities contributed an increase of 65%, becoming the backbone of the realization of a million dreams.

The outsiders believe that since the launch of a new round of rapid growth in the launch of the new Tian Yu in 2008, Dongfeng Nissan quickly rushed into the first phalanx of passenger cars. One of the most important thrusts is the formation of a "think of what cars can sell well." Marketing Corps. The current system of Dongfeng Nissan, from the headquarters to the local group army to dealers, is full of "wolf spirit."

Ren Yong once wrote a banner for the district governor that "The princes will be likened to each other." This phrase, which is rarely used in business, has become the most sensuous portrayal of a company’s strong market ambitions.