Yang Song：A strong marketing system is the

　　Editor’s Note: August 14, 2010, the seventh Chinese auto marketing senior executives Summit held in Lhasa jointly organized by the China marketing Institute, SOHU AUTO and Economic Centre of CCTV. The following is the speech made by Yang Song, vice president of Dongfeng Nissan sales and marketing department, entitled by “to win a wonderful perspective through alliance with famous brands”.

　　I hope to start a new topic by this opportunity. I only joined in automotive industry in 2005. Before that I had been in fast moving consumer goods industry. Last year China surpassed the U.S. to be the world’s No. 1 market. According to data from the Secretary-General Wang, this year the situation is not that optimistic. The month-on-month sales volume has been declining constantly. Just now we also talked about the second half will undergo more pressure and fiercer competition.

　　Dongfeng Nissan is basically one of a small number of the top ten enterprises that have not introduced new or upgraded models during the twenty consecutive golden months from last year till this year. In 2008 w sold 350,000 units and more than 500,000 units in 2009. From 2008 to 2010, we have sold the same models. We have been continued to upgrade the sales of our high-end models, including Teana and SUV.

　　What will be auto market like in the second half of year? I will talk about our thinking.

　　In fact, we are also thinking about the breakthroughs. In the past, when the sales was not good, or one model was not selling well, there were always three tricks, facelift launch, price reduction and large-scale publicity.

　　But through these three years, we have been slowly worked out a new way of developing the competitiveness of the entire marketing system. We believe this system is T shaped. Simply speaking, one is on the main engine plants level, from the products to the network layout, and our sales market, as well as after-sale services. On the horizontal direction, we hope that all of our orders can reach the end to first-line marketing consultant and services consultant. As the famous saying goes, a drop of water can reflect the depth of the sea.

　　Service consultants and marketing consultants are just like a drop of water, through who we can see whether the policies and strategies of Dongfeng Nissan have been carried out. Specifically, we believe that a system capacity should include three aspects; one is the capacity of the strategies, which means we should do the right thing. The second is the executive ability, referring to we have to do things correctly. On the base of the first two, the third is innovation ability.

　　Just now president Yu talked about the success of Accord, which we admire crazily. Once in 2008 when the sales of Accord was 17 000 units monthly, we sold out only about 2000 units Teana a month, just completely unable to match. With no modification, last year the sales of Teana reached 110,000. I have to say the gap has been narrowed down constantly. We have always focused on our main models, including the passed June.

　　Previously Dongfeng Nissan was relatively better in small cars like Tiida. Last year we made Teana stronger. This morning the experts talked about the explosive growth of SUV in China this year, actually SUV is our weak spot. The QUXEI and X-TRAIL launched in 2008 has been sold flatly. The total monthly sales volume is less than 5,000 units, a really embarrassing number. As a result, this year we will focus on the SUVs. We have already selected a few key cities, where we also hope to see explosive breakthrough. The competitiveness of the entire marketing system will be very alarming if released fully. Just as Chairman Mao said, if all the people push hard in one direction, the power will be infinite.

　　As to innovation, we know that last year X-TRAIL become the first model that conquered Antarctica. Beside, we upgrade our marketing model during the World Cup period. Thirdly, we have been worked so hard to improve the Operating income of one single shop. Innovation is the source of the progress of all our marketing staff.

　　As a junior, I should not talk too much for time is limited today. Let alone this topic is too huge. Finally, I will make a summary, in the past when the market was not so big and the competition was not so strong, one corporation can change its destiny buy one single model or a large-scale price reduction, or one brand can gain a rapid growth through a happenchance. However, as the situation is totally different today, we believe only an excellent marketing system is the way to be strong. Thank you!

　　(Translator: Yalong/Jessie)

　　See original Chinese report Please click:

　　http://auto.sohu.com/20100814/n274211325.shtml