Zhang, deputy general manager of Zhengzhou Nissan, said in an exclusive interview with Automotive Industry and Commerce that Zhengzhou Nissan will stick to its insight into the pickup market segment, constantly update its products iteratively, and provide products and services that meet individual needs.
In his view, 202 1 domestic pickup demand has a large room for growth, and the overall pickup market is expected to usher in better development prospects. It is estimated that the pickup truck market will maintain an annual growth rate of more than 6% during the "Tenth Five-Year Plan" period, and the annual sales volume can reach 600,000-800,000 vehicles.
The following is an interview record:
Automobile sankei: We noticed that Zhengzhou Nissan brought two new cars, Ruiqi 6 Crossing Edition and Navarra Smooth Edition. What positive effects did their joining bring to Zhengzhou Nissan?
At this year's auto show, Zhengzhou Nissan brought two models, Dongfeng Ruiqi 6 Crossing Edition and Nissan Navarra Changtu Edition, which were exhibited at the booths of Dongfeng Motor Company and Nissan Motor Company in Hall 7.2 respectively. Choosing these two cars to participate in the exhibition is also our reflection on the current development trend of pickup trucks.
In recent years, with the development of society and the improvement of people's living standards, cars, as a large-scale durable product, have been inseparable from our work and life. Because everyone's work and life scenes are different and their needs are different, this is also the reason why pickup trucks have attracted much attention in recent years. Its multi-purpose and multi-function characteristics are gradually accepted by the market, especially the leisure tourism market, which has become increasingly hot in recent two years. The reason is that the pickup truck has good passability, safety and its universal modification characteristics, which can meet the needs of vehicles in different scenarios. It is based on the understanding of pickup truck ride and leisure travel market, as well as the profound insight into pickup truck users that our exhibition is based on the theme of "enjoying a new life of leisure travel in the name of pickup truck".
Ruiqi 6 Crossing Edition: The use scenarios of pickup trucks and the needs of users are diverse, some like to travel, some like to play off-road vehicles, and some like to fish and relax. Based on the understanding and exploration of the diversity of customer needs, we have strengthened the off-road posture, off-road performance and safety performance on the basis of the Ruiqi 6 model to meet the use scenarios and needs of outdoor travel and deep off-road enthusiasts.
Navarra Changtu Edition: Based on the new upgraded version of the 6 AT model of the Bank of China, it has been deeply modified for the needs of multi-scene use. For example, in leisure travel, it is equipped with domestic hot water and catering facilities, which can meet the short-distance travel needs of most people. At the same time, we also have an inverter power supply, which can be equipped with drones to meet the needs of photographers for aerial photography. This is also Zhengzhou Nissan's thinking on pickup products under the wave of riding.
We hope to meet the individual needs of customers through insight into the market and different versions of vehicles. We also hope that through the listing of these two cars, we can provide diversified products for leisure lovers and open a more colorful new life for users.
Automobile Production: How to forecast the development of domestic pickup truck market in 20021and in the future? What is the basis?
Zhang: 202 1 There is a large room for domestic pickup truck demand growth, and it is expected that the overall pickup truck market will have a good development prospect. It is estimated that the pickup truck market will maintain an annual growth rate of more than 6% during the Tenth Five-Year Plan period, and the annual sales volume will reach 600,000-800,000 vehicles. This prediction is mainly based on the following three levels:
Economically, affected by the COVID-19 epidemic in 2020, domestic consumption was restrained and GDP growth slowed down. With the rebound of 202 1 domestic consumption, the national GDP target for this year is set at 6%. According to the prediction of mainstream think tanks, the actual results may be more optimistic. The macro economy is basically improving, which is an opportunity for our automobile industry.
Based on the basic adjustment of "domestic big cycle" and "double cycle at home and abroad" in the Tenth Five-Year Plan, as well as the commencement of large-scale infrastructure projects with high correlation with the pickup truck market, and the policy arrangement of steadily increasing the consumption of automobiles, household appliances and other commodities clearly put forward in this year's government work report, it is not difficult to see that the pickup truck industry has ushered in great benefits after experiencing the epidemic impact and the promotion fee policy.
At the policy level, due to the continuous release of favorable policies in the pickup industry in recent years, the market's awareness of pickup products has been greatly enhanced. For a long time, due to the restrictions of industrial policies, the scale of pickup products has been stagnant for a long time. For example, in Thailand, where the terrain is similar to that in the southwest, pickup trucks account for as much as 60%, while in the southwest, it is only about 2%. With the continuous loosening of pickup truck policy in recent years, a more friendly car environment and the gradual acceptance of pickup truck products and pickup truck culture by ordinary people, the domestic pickup truck market will have a broader prospect.
Pickup truck itself is a multifunctional means of transportation suitable for cycling and business, which can be said to be closely related to rural construction. With the integration of urban and rural areas and the continuous improvement of residents' income level, the travel needs of third-and fourth-tier cities and rural residents in commuting, market town trade, education, medical care and entertainment are increasing, and the demand for cars will increase day by day. As a multi-functional pickup truck model, it will also usher in great benefits in the rural market.
On the market demand level, the supply side: At present, more and more manufacturers are entering the pickup field, while mainstream pickup companies are constantly introducing pickup products, and the supply of pickup products is more diversified and enriched, which will further promote the prosperity of the pickup market.
Demand side: With the improvement of people's living standards, the demand for personalized vehicles is increasing. The riding and commercial multi-functional attributes of pickup trucks contain universal modification genes based on customer needs, which makes pickup trucks more suitable for consumers' multi-scene needs.
Automobile production: At the beginning of this year, the Ministry of Commerce clearly proposed "encouraging pickup trucks and other cars to go to the countryside", which can be said to be good after the lifting of the ban. What do you think of the development potential of pickup trucks in rural areas?
Zhang: The development of vehicles in the rural market probably has the following stages: the first stage is represented by pure tool vehicles and agricultural vehicles; In the second stage, with the development of rural economy, vans and mini-cars began to become the mainstream; In the third stage, economical cars and low-end SUV models became popular. However, from the scene of rural users using cars, in most rural areas, the road surface is more complicated, and the requirements for the passing performance of vehicles are higher. In addition, rural users should not only consider the transportation of agricultural materials and farm tools (fertilizer, shovel, etc. ), but also daily travel. In other words, in order to be livable and suitable for business, and to meet the needs of pulling people, loading goods, freight transport and passenger transport at the same time, the current conventional buses can not fully meet their car demand.
At the same time, from the policy aspect, the encouragement and support of the national policy of pickup trucks going to the countryside will provide more help for pickup trucks to penetrate into third-and fourth-tier cities and rural areas.
As an automobile manufacturer, we will develop product adaptability according to the needs of customers in the rural market, and constantly enrich and improve the car demand of differentiated users. Therefore, the rural market has great potential and many opportunities, but it is a market that needs constant research and cultivation.
Automobile production: brand is very important to enterprises. As a senior joint venture pickup truck company, how does Zhengzhou Nissan build its brand?
Zhang Zhengzhou Nissan is the earliest joint venture between Nissan and Dongfeng in China, and it is the carrier for the development of Nissan and Dongfeng pickup trucks in China. For 28 years, we have been committed to promoting the development of pickup trucks in China and providing users with high-quality car experience. The reputation of users is the best evaluation of our brand building work.
Since taking part in the Dakar Rally in 2004, it has appeared in many sports venues with the vigorous posture of Zhengzhou Nissan pickup truck. (2004-2006 Dakar Rally; 2008 Cross-East Cross-Country Rally; Zhengzhou Nissan 2065 438+03-2065 438+09 champion of mass production group of ring tower rally. ) While promoting the development of competition culture and cross-country culture, pickup products and pickup culture are gradually accepted and recognized by more and more users.
At the same time, go deep into the user car scene, understand and listen to the user's voice, and strive to provide professional products and services for customers with different needs. Through the iterative updating of products and the continuous upgrading of services, consumers can use cars without worry. Over the years, we have accumulated a lot of iron powder, such as "Pika Village" is the best interpretation of this point.
We will stick to our insight into the pickup market segment, constantly update our products iteratively, and provide products and services that meet individual needs. This is what we have always adhered to and will continue to practice in the future.
Automobile sankei: What do you think if you label Zhengzhou Nissan and establish industry and user-specific cognition?
Zhang: I think there are three words: professionalism, safety and integrity.
Major: For pickup trucks, the scene is an unavoidable problem. Compared with passenger cars, the scenes of pickup trucks are more diverse. Our modified cars have more than 1000 categories. For example, public security customers have the need to pull police dogs. We need to modify them according to specific needs to solve the problems of eating, drinking, keeping warm, sanitation and comfort of police dogs. For example, Tibet needs a batch of artificial rain trucks. We need to study how strong the impact of the launched missiles is, how much the trunk should be strengthened, etc ... Because the needs of each customer are different, pickup trucks are customized, which is determined by product attributes. The ultimate mission of the car is to meet the needs of customers, which also reflects our professionalism.
Safety: For many years, Zhengzhou Nissan has actively participated in various events (Dakar Rally in 2004-2006; 2008 Cross-East Cross-Country Rally; 20 13-20 19 ring tower rally), we insist on the combination of production cars and user drivers. All participating vehicles adopt original powertrains, and only necessary safety modifications are made. The participating vehicles are highly consistent with the production vehicles. Continuing to participate in the competition is not only a promotion of the pickup truck race culture, but also a severe test of the race, and it is also a perfect interpretation of the high safety of Zhengzhou Nissan pickup truck products.
Genuine leather: Every pickup truck produced by Zhengzhou Nissan has passed 6000 tests, such as durability 1 10,000 km, corrosion resistance test 1.440h, etc. And after strict verification in complex environments such as high temperature, cold and plateau, Zhengzhou Nissan pickup leather is durable.