"Stabilizing the overall situation" Infiniti continues to accelerate the localization process

In April this year, the first thing Lu Yi did when he took office as the general manager of Dongfeng Infiniti was to stabilize the overall situation. This is what Lu Yi said in his first speech after joining the company.

"Soon, the entire structure and mechanism of the company was adjusted and stabilized. During the adjustment process, we always adhered to the principle of internal promotion first. For example, when we adjusted the sales department, we gave priority to old employees when selecting new managers." Lu Yi said that Infiniti hopes to form a centripetal force within the company and provide employees with enough room for development. In a fiercely competitive market, internal unity is very important.

As for dealers, Lu Yi introduced more than 10 major measures to improve dealer cash flow and inventory structure after taking office, including increasing the interest-free period, providing services through Nissan Finance, shortening the rebate period, etc. While ensuring the stability of dealers, Infiniti also began to focus on adjusting dealer concepts: instead of using bonuses to stimulate them, dealers were made to realize that service quality and customer satisfaction are the basis for survival, and to take the initiative to make adjustments and improvements.

"Our cooperation with dealer investors is not a simple business cooperation, but a community of interests," said Lei Xin, "because only when their profitability and customer satisfaction are improved can the brand be further enhanced." Dongfeng Infiniti hopes that its dealers can shift to refined management and focus on the entire sales and after-sales service process.

"We often say 'the right time, the right place and the right people', but I think 'the right people' is the most important." Lei Xin pointed out. Dongfeng Infiniti has always been practicing the "people-oriented" concept in its operation and management, giving full consideration to the three types of people: internal employees, dealers and customers.

Continue to accelerate the localization process and improve the product line

In Lu Yi's opinion, among the entire luxury car camp, Infiniti's products are very unique. The first is the appearance design, the second is the handling and power, and the third is the safety barrier system.

"In terms of appearance, the design of Infiniti products has a forward-looking fashion aesthetic, such as the QX70. In terms of handling and engine technology, Infiniti's wire-controlled steer DAS and engine technology have great advantages, such as the Q50 and Q50L. Infiniti's latest VC-Turbo engine's variable compression ratio technology is revolutionary in the industry." Lu Yi said. In terms of safety technology, Infiniti's safety barrier system brings together many top technologies.

It is understood that this year, Infiniti will continue its steady product offensive in China. In addition to the 2016 Q50L, new QX80 and the newly launched QX60 that have been launched in the first half of the year, the compact luxury SUV QX30 will be launched in the fourth quarter. In the first half of next year, Infiniti will also launch the new luxury sports coupe Q60 in China.

"In the upcoming marketing communications, we will focus on highlighting our technological advantages." Lu Yi introduced that at the Guangzhou Auto Show in November, Infiniti will launch its first compact luxury SUV QX30, hoping that through a series of experiences, consumers will have a deep impression of the product to enhance the reputation of the product.

Lu Yi added: "We already have clear and concrete plans for future new products. Two weeks ago, we visited the R&D center in Japan with our investors and learned about the product plans for the next three to five years, which further strengthened everyone's confidence."

"Dare to Love" continues to move forward and injects new connotations into brand marketing

"In terms of the phased strategy for brand development, our previous goal was to create the most emotional luxury car brand, and the promotion of 'Dare to Love' was successful." Lei Xin said that Infiniti will enter a new stage next.

It is understood that Infiniti has launched a new brand slogan "Empower the Drive" globally, which is expressed in Chinese as "dare to love and move forward". Lei Xin explained that Infiniti has always been people-centered, inspiring people to dare to act and realize their loves, thereby releasing their potential and accompanying people on the road of driving and life. This has been recognized by many customers during communication. This is also an important direction for Infiniti's future brand communication and marketing activities.

"What we want to express is that when the design features of our products match the style of consumers and have outstanding performance in terms of handling, power, safety and other aspects. We will make the brand's personality distinct and specific, and the product features more down-to-earth. We hope to resonate deeply emotionally with consumers." Lei Xin said.

Specifically, in the fourth quarter of this year, another masterpiece of Infiniti's innovative marketing, "Dare to Love Life Season", will be launched nationwide. The event aims to create a full experience platform for consumers that integrates music, sports, celebrity interaction, and full-series test drives, allowing young urban consumers to closely experience the ultimate performance of Infiniti products and the new life philosophy advocated by the brand, while also giving back to consumers with rich car purchase preferential policies.

In mid-November, INFINITI will bring QX30 to support the 2016 Beijing World Snowboarding Championships held at the Beijing Bird's Nest. At that time, INFINITI's brand spirit of "dare to love and move forward" and the challenging sports spirit represented by "Feng Xue" will create an audio-visual feast. At the same time, the INFINITI Brand Center in Sanlitun, Beijing's fashion gathering place, will be grandly opened, focusing on creating a quality living space that showcases INFINITI's design aesthetics and innovative technology.

The industry believes that in the future, the competition in the domestic luxury car market will become increasingly fierce. In addition to product strength, the competition among major brands lies in brand and marketing. As a rising star in the domestic luxury car market, Infiniti has found a precise and appropriate brand positioning in a short period of time and quickly realized product localization. With the acceleration of domestic production and the continuous output of brand value, Infiniti will have a significant advantage in the competition in the luxury car market.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.