3 6 Ke·2026-01-29 13:47Core Viewpoint - The recent controversy surrounding BYD's product launch and its similarity to Dongfeng Nissan's marketing language highlights the competitive dynamics and creative strategies within the automotive industry, particularly in the context of brand identity and innovation [1][3]. Group 1: Industry Dynamics - Dongfeng Nissan's recent marketing strategy has shifted towards "traffic-driven" approaches, aiming to attract consumer attention amid declining sales and market share [9][10]. - The company has faced a continuous decline in sales for seven consecutive years, with a reported 4.94% drop in 2025, leading to a reliance on a single model, the Sylphy, to maintain sales figures [11][12]. - The electric vehicle segment shows potential growth, but the N7 model has seen a significant drop in sales after an initial spike, indicating challenges in sustaining momentum [11][12]. Group 2: Brand Identity and Strategy - Historically, Nissan was synonymous with technology and reliability, but the shift towards a "traffic marketing" strategy suggests a departure from its technical roots [10][11]. - The company has been criticized for its slow response to the rise of domestic electric vehicle brands, which have rapidly adapted to market demands, while Nissan has lagged in its transition to electric vehicles [17][28]. - Nissan's decision to sell its global headquarters for 97 billion yen (approximately 4.5 billion RMB) reflects financial struggles, with reported losses of 670.9 billion yen (approximately 30.3 billion RMB) in the 2023-2024 fiscal year [12][13]. Group 3: Future Prospects - The partnership between Dongfeng and Nissan aims to leverage each other's strengths, with Dongfeng providing local market insights and Nissan contributing its global brand recognition [56][58]. - The introduction of the "GLOCAL" model in 2024 allows for greater autonomy in product development for the Chinese team, indicating a strategic shift to better align with local consumer preferences [36][58]. - Despite these changes, challenges remain, including geopolitical factors and the increasing focus on domestic brands, which may further complicate Nissan's market position in China [38][48].