Who can Loulan sell to?

Recently, Dongfeng Nissan's flagship SUV, Loulan, was listed. This model was previously known as a “beauty slave” by the Chinese people. Now it has changed its name to “Lanlan” under various considerations. Although the official did not give a clear explanation, since the choice of "Lanlan" rather than "beauty slaves," it is clear that the name "Loulan" is more elegant. However, I do not know Dongfeng Nissan's idea of ​​innovation in the face of "Kanlan," the ancient civilization that has disappeared into the long river of Chinese history and culture.

As for the Dongfeng Nissan devaluation of the flagship model of the first 3.5L displacement, the models are not only a single, but the price is extremely high, 480,800,000 yuan, from the consumer feedback after the price is released, this high price is obviously beyond the intent to buy The price is expected. With such a high price, it seems that Dongfeng Nissan intends to make trouble with consumers, and when it explains the high pricing, it only repeatedly emphasizes the technical matching ability of "Lanlan", for example, the VQ35 engine that Nissan has nowhere to use, claiming to be the Q series. "Golden partner" VXTRONIC CVT gearbox, but these Nissan advanced technology as early as the time of the launch of the new Tianmao was sold as a selling point and amplified to no point.

Dongfeng Nissan said that "Lanlan" is the product of the same platform as Xintianyu and it was born out of a new urbanized SUV with a new car-based D platform, but it also mentioned the addition of an intelligent full-time four-wheel drive system to show the car. With good off-road capability, this is somewhat inconsistent. However, when you see that Dongfeng Nissan has chosen the Highlander 3.5L, BMW X3 and other models as direct competitors, and said that "there are certain advantages in sharing urban and private use and cost-effectiveness," the confusion may be With the answer - Loulan does not want to compete with many off-road vehicles off-road performance.

According to Dongfeng Nissan, “Lanlan” began to be sold in the United States in 2002. It has sold more than 750,000 units so far. It also won the best medium SUV in Italy during the period. The Australian Design Award and the U.S. Highway Safety Bureau have the highest side impact safety. Ranking and other honorary titles. However, it is worth pondering that MURANO (the Loulan prototype), which originated in the North American market, has recently received the worst criticism in the U.S. market. It seems that winning more awards does not completely hold people's slanders. . The point is, what can these awards say?

In the eyes of the industry, Dongfeng Nissan is simply trying to pull up Nissan’s brand image in China through “Loulan”. “It can also be said that Loulan’s visit to China is also a result of the globalization strategy of further enriching luxury SUV products.” The high pricing of "Lanlan" has also caused industry observers to question, "MURANO's price in the North American market is equivalent to RMB is only half the price in the Chinese market. Can consumers really pay for this high price?" Although the person admitted that other high-end brands also have the problem of setting prices higher than the international level in China, he believes that "Nissan's brand has not yet reached such a high level." Therefore, "Loulan is just a layout."

layout? It is necessary to pay attention to Nissan's 2.5L displacement late-stage plan, 3.5L is obviously to create momentum, gather the eye, the "Lanlan" brand to hold high, and in the future for the launch of 2.5L reserve a larger Play space. Although Dongfeng Nissan deputy chief Ren Ren denied the rumors that Loulan will push even smaller displacements, it should be seen as a combination of the actual and the actual combination of Nissan’s brand promotion strategy in China. If you observe the Dongfeng Nissan's strategic performance in China in recent years, whether it is a brand or a product, it has gained market recognition. Some commentators said that Nissan's products can capture the psychological needs of consumers, and some commentators said Nissan pays more attention to the Chinese market than Toyota and Honda, and is more flexible in dealing with and handling various issues in the Chinese market."

However, this does not mean that Nissan can do whatever it wants in the Chinese market. The seemingly strong product and marketing power cannot be recognized by the market in every model. When the mid-year Dongfeng Nissan released the news, it called the small-scale car Machi. The production will be reduced. Actually, Ma Chi’s production and sales volume has declined a lot before this, and Nissan’s explanation is “to make production capacity for Sun, Yanda and other models”. If this measure of production cuts from the perspective of brand driving force, it is Certainly harmed, because Ma Chi's market and positioning are unable to enhance the Dongfeng Daily product brand. The most critical point is that Dongfeng Nissan originally wanted to win the competition with Yaris and Fit and fully overwhelmed Toyota and Honda. The imposing manner, but obviously, Ma Chi was also trapped in the market as Yaris.

Today, Nissan abandoned the low-end high-end strategy began to stage, this time, Nissan's odds in the end how much? Despite Tianyi's successful experience, it is still difficult to see Nissan's odds from the only 3.5L of Loulan. Perhaps Nissan is trying to test the acceptance of Chinese consumers with such a high-end model. Ability, but Nissan's attempt is likely to be "intoxicated without return."