In April, Dongfeng’s vehicle business units, Dongfeng Passenger Vehicle and Dongfeng Trucks launched new products intensively to accelerate online and offline marketing transformation.

On April 13, Dongfeng Trucks released news via its official WeChat: Four vehicle models of medium- and heavy-duty trucks in 2020, Dongfeng KINLAND KX, Dongfeng KINLAND KL, Dongfeng KINGRUN KR, Dongfeng KINLAND KC, launched new products.

On April 15, innovative luxury SUV, new Infiniti QX50 was launched via online live broadcasting.

On April 16, Dongfeng FutureLink’s new Lingzhi M5 was launched via Internet live broadcasting.

On April 18, Aeolus Yixuan Knight was launched online.

On April 20, China VI diesel-powered 8AT vehicle models such as Dongfeng Peugeot’s new generation of 2008 fuel-powered version and electric-powered version, Dongfeng Yueda KIA’s Kaiku, and Zhengzhou Nissan’s new RICH 6 started pre-sale on the same day.

From commercial vehicles to passenger vehicles, from fuel vehicles to new energy vehicles, DFM’s vehicle business units intensively launched new products for each market segment in April. In addition, some supporting positive marketing policies were also released.

Since most of the business units are located in the pandemic center of Hubei, China, production and operation of DFM have been greatly affected by the pandemic. With improvement of prevention and control of the pandemic, DFM can't wait to catch up with annual target; it is especially important to break through marketing challenges. Since April, the motor for China's economic and social development has begun its acceleration, and DFM’s vehicle business units intensively launched new products and strengthened market expansion, for the purpose of winning marketing battle.

On April 8, the first day of reopening Wuhan Hubei, Dongfeng Aeolus carried out 7-hour live broadcasting for production status of full value chain, introduction of vehicles, and recommendation of Dongfeng Aeolus’s major vehicle models.

On April 11, Dongfeng Venucia and BITAUTO jointly carried out a unique online live broadcasting vehicle sales in the 4S shops, themed with “ordering Venucia by 1 Yuan, and vying for 10,000 Yuan within time limit”. Showing spaces of vehicles through comparison of body heights visually, reflecting intelligence of vehicles through site test, showing volume of trunk by placing 6 luggage cases into the trunk… The live broadcasting has attracted 337,000 person-times and won a large number of orders. On the basis of this live broadcasting, Dongfeng Venucia also established professional guidelines for the entire process of live broadcasting vehicle sales, and formed a replicable live broadcasting mode, which can provide a reference template for subsequent live broadcasting of franchised shops.

On April 12, Dongfeng Peugeot Citroen Automobile Company Ltd. (DPCA) held training of Dongfeng Peugeot’s new generation of 2008 new products by use of online live broadcasting training mode, for the purpose of better carrying out “integrated marketing”. More than 2000 employees participated in the training to learn about performance and highlights of Dongfeng Peugeot’s new generation of 2008 products through live broadcasting. On April 13, DPCA launched a special online live broadcasting training for sales personnel of Dongfeng Peugeot’s new generation of 2008 products.

Dongfeng Trucks sold vehicles through live broadcasting on Tik Tok. Dongfeng Nissan’s senior executives made debut through live broadcasting on Tik Tok. Thanks to transformation of vehicle marketing mode spurred by the pandemic, DFM’s brands made quick responses to open up a new battlefield of online marketing.

Sales leads imported online must be converted into real orders offline. On the front lines of brand marketing, “customer awareness” has become a “magic weapon” to promote marketing work. Dongfeng Nissan’s franchised shops propagandized strict pandemic prevention and control measures for work resumption through live broadcasting, for the purpose of dispelling customers’ worries about in-shop infection; Dongfeng Hongtai Zhuankou Peugeot Shop took the initiative to provide free maintenance services for vehicle owners in Wuhan’s 22 communities, dispatched vehicles to pick up customers into the shop, and carried out replacement of old vehicles by seizing the opportunity of increasing number of in-shop customers; Dongfeng Honda Youzhiyou Taizihu Shop built a “DIANXIAOER” WeChat group to help after-sales personnel solve the customers’ problems in a timely manner, whose differentiated stock-up can satisfy customers’ demands on quick delivery of vehicle. The marketing sector of Dongfeng Southern Automobile carried out meritorious competition themed with “tackling challenges within 100 days and safeguarding honors”, and established a Dongfeng Model Worker Marketing Innovation Alliance to promote sales online and offline.

No matter how the market changes, strengthening market orientation, putting customers in the first place, providing customers with more valuable products and fully satisfying customer needs are the one and only way for DFM’s units to break through marketing challenges.

With further recovery of economy and implementation of the policies to stimulate automobile consumption, recovery of automobile market is worth looking forward to. It is right time for Dongfeng people to accelerate launch of new products and spare no efforts in marketing.