Interview with Dongfeng Nissan Zhu Xiaozhu: Winning Tips Are Fast

The hard-won Chinese car market in 2012 has already gone halfway, and the major "car transcripts" of semi-annual car companies are not optimistic. Recently, Dongfeng Nissan announced that its sales volume reached 445,000 units in the first half of the year, a year-on-year growth rate of 21.7%, far exceeding the industry's average growth rate of 7%. Among them, the “West District Marketing Department” led by Zhu Xiaozhu, who is known as “Mu Guiying in the car industry”, ranked first in overall performance and achieved a good 105% sales target achievement rate.

As the Deputy Minister of Western Marketing, what is the secret of Zhu Xiaozhu's battle for the chariot market? How does she view the competitive landscape in the regional market? Recently, Huaxi Dushi Bao reporter conducted an exclusive interview.

Team combat boosts performance

In the first half of this year, Dongfeng Nissan’s sales increased by more than 20% year-on-year, with the Western Marketing Department growing by 30%.

Zhu Xiaozhu believes that all this is due to the efforts of the whole team in the Western District Marketing Department, as well as the style of “fast-moving”. “Western District Marketing Department is not a pure pre-sale promotion team, but an established team. Its functions include pre-sales, after-sales, horizontal business, network development, market development, and customer complaints services. It is a full value chain business team. My requirement for this team is first of all to respond quickly to the market, secondly to local conditions, and to differentiate marketing based on regional characteristics, whichever comes first, and finally to implement 100% execution, if we compare the performance of the Dongfeng Nissan West District Marketing Department. As a rocket, refined management is its fundamental driving force, and internal incentive mechanisms and the promotion of the entire marketing system are the boosters on both sides."

According to local conditions, marketing management

She further explained that due to the vast size and diversity of the entire Western Region, Dongfeng Nissan finally decided to adopt a hierarchical marketing management approach. That is, according to the total economic volume, sales volume, and urban consumer characteristics of each city in the West District, the entire West District is divided into 7 satellite cities, 36 cities with 100 cities and 27 cities with eagles. Each level of city gives different marketing strategies.

For example, in the satellite city launched media projects and online and offline integrated marketing. “Satellite City’s project will propose challenging goals and drive the team’s strength. Once we achieve challenging goals, the radiation to neighboring cities will be very large. In the first half of the year, cooperation between the two projects of the Huaxi Dushi Bao was achieved. Great results."

Effectively stimulate the innovation of internal competition mechanism

Scientific management is important, but incentives are also indispensable. It is understood that this year's market environment is not good, Dongfeng Nissan launched billions of dollars in funds to the national distribution stores to provide half-year subsidies.

Zhu Xiaozhu has made innovations in the way the funds are distributed. Instead of formulating policies around the vehicles for submission, Zhu Xiaozhu develops strategies that are more suitable for the Western Region and can motivate marketing teams. For example, PK is being launched between cities of equal magnitude. For another example, group stores are ranked and sales reports are sent directly to investors. “In the past, investors only knew the data of their own investment entities, but the ranking of entities in the entire industry system did not understand. Now, they can understand these contents through a table. Not only that, the better the ranking results, the more you can fight for it. More bonuses."