Can Beijing Hyundai sound the clarion call of the Korean car counterattack

In the past year, in the face of complex and changeable market trends and escalating consumer demand, Du Junbao, permanent deputy general manager of Beijing Hyundai, through in-depth market research and accurate judgment and forecasting, put forward the coping strategy of "making up for shortcomings in good times, doing long boards in adversity", and decisively stopped selling low-end models with poor sales. He said that since the second anniversary of the release of the "HSMART+" strategy, Beijing Hyundai has fully empowered products with innovative technologies such as the i-GMP platform, continuously exerted efforts in various market segments, and accelerated the pace of its own transformation.

"In the past two years, the overall competition in the market has become more and more fierce, and the arrival rate and car purchase rate of consumers have declined compared with before, and the life of most car companies should not be better than before." Recently, the reporter visited the Oriental Foundation Automobile City located in Beijing's Chaoyang District, and the sales consultants of many auto brand 4S stores have conveyed to the reporter the message that "the automobile market is experiencing a cold winter".

In the view of Cui Dongshu, secretary general of the National Passenger Car Market Information Joint Association, the "shortage of in-vehicle chips" is an important factor affecting the development speed of the automobile market. He analyzed: "The lack of core problems will directly affect the production capacity of automobiles, which will be reflected in the sales terminal as 'no existing car' and 'long pick-up cycle'. ”

In addition to the "black swan" of the "chip famine", the new crown pneumonia epidemic has also hit the global automotive industry hard. Until now, many foreign auto companies are still affected by it, delaying the pace of new car launch and research and development.

Under the influence of multiple bearishness, many automobile brands, including the United States, France and Korea, have suffered sales waterloo. Among them, although Hyundai Motor's global sales in 2021 were 3.89 million units, the market performance was still stable, but the market performance of Beijing Hyundai in recent years was not so satisfactory.

"I have a deep understanding of the word 'inner volume', and sometimes I invest a lot of human, material and financial resources, but I don't necessarily get the expected results." Du Junbao, permanent deputy general manager of Beijing Hyundai, said bluntly, "The current automobile market competition is very fierce, and the challenges facing Beijing Hyundai are very severe. ”

Although the competition in the market is becoming increasingly cruel, Du Junbao is full of confidence in the future development of Beijing Hyundai: "In the past two years, Beijing Hyundai is in a period of transformation, we have done a lot of work in products, technologies, channels, sales, although the annual sales volume of 385,000 vehicles in 2021, but the profitability of the entire dealer has been greatly improved, and then Beijing Hyundai will continue to continue the momentum of counter-offensive and continue to move forward." ”

Fist products help improve the overall capability

Elantra sold 17,000 units in a single month in December, with annual sales of more than 130,000 units; Tucson L sold 6,390 units in a single month in December, an average monthly increase of 114% in the fourth quarter; ix35 sold 7,947 units in December, with a cumulative sales volume of 82,900 units in 2021; and Kustu, a new MPV model that has been on the market for only three months, has sold 7,967 units, ranking among the top ten in the MPV monthly sales list...

Recently, Beijing Hyundai announced a set of sales figures for the main models at the end of 2021, which caused a lot of people's attention and discussion, and some netizens commented: "The Beijing Hyundai feeling of the car market is coming back." ”

In the past year, in the face of complex and changeable market trends and escalating consumer demand, Du Junbao has put forward the coping strategy of "making up for shortcomings in good times and doing long boards in adversity" through in-depth market research and accurate judgment and forecasting, and decisively stopped selling low-end models with poor sales.

"It can be seen that in 2021, Beijing Hyundai will devote its main energy and resources to the 4 most competitive main models of the seventh generation Elantra, the fifth generation Tucson L, the new ix35 and Kustu, and achieve all the positive benefits of the four products." Du Junbao said.

In Du Junbao's view, these "fist models" of Beijing Hyundai are by no means inferior to other brands of the same level in terms of technology and configuration, and there is also a certain word-of-mouth support: "Beijing Hyundai's word-of-mouth labels such as leather, durability and low maintenance costs have been deeply rooted in the hearts of the people, and the results of 'winning the first place in after-sales service satisfaction for eight consecutive years' are the best evidence." ”

While deeply cultivating the main products, Beijing Hyundai pays close attention to channel construction and system capabilities, on the one hand, through a reasonable supply and demand rhythm and differentiated policy subsidy policies, to ensure the stability and high value preservation of model prices; on the other hand, it does enough work in channel management and development, strengthens the relationship with suppliers, and streamlines the layout of the sales network to improve the service level of the store.

"One of our chip suppliers, some time ago, was affected by the fluctuations of the upstream industry in the United States, and its output will be reduced by 60% for three consecutive months. In view of this situation, Beijing Hyundai specially found a second-tier supplier for it, spent a lot of money for it through multiple channels to buy the shortage of original films, and gave it strong support. When talking about this topic, Du Junbao gave a vivid example.

It is based on the concept of "group heating and industrial collaboration" that Beijing Hyundai has reached a stable cooperative relationship with suppliers. Up to now, Beijing Hyundai has replaced more than 30 suppliers in the supplier system with local suppliers, and optimized and adjusted the structure from multiple aspects.

This idea of "advancing and retreating together with upstream and downstream enterprises" has also been implemented in the field of downstream dealers. Under the guidance of the idea of "from simply focusing on sales promotion to optimizing product structure, enhancing technical influence and improving the dealer system", through a series of powerful measures, the profitability of Beijing Hyundai's dealers in 2021 will reach 80%, far higher than the industry average.

It is precisely with excellent high-quality fist products that Beijing Hyundai has gained a firm foothold in the fiercely competitive market red sea and sounded the clarion call for upward counterattack in the new year.

Du Junbao revealed that since the second anniversary of the release of the "HSMART+" strategy, Beijing Hyundai has fully empowered new products with modern automotive innovation technologies such as i-GMP platform, CVVD continuous variable valve duration technology, and SmartSense "wisdom-heart integration" system, on the one hand, to promote the iterative renewal of classic models, on the other hand, to continuously exert efforts in market segments, and accelerate the pace of its own transformation.

The tide of electrification is coming, and no brand can resist it. On this track, Beijing Hyundai, which relies on hyundai's strong technical strength, has an innate advantage and is the first joint venture to achieve full coverage of EV, HEV, and PHEV electric technology.

Especially since the release of the "HSMART+" strategy, the speed of Beijing Hyundai's layout of new energy has been accelerating, from pure electric power in Onsino to pure electric in Fiesta, and then to pure electric in Mingtu, Beijing Hyundai is launching at least one new energy product every year, advancing towards the field of new energy vehicles at full speed.

"In the future, in view of the huge potential of the new energy market, Beijing Hyundai will have more new products to invest and maintain 1-2 new energy models on the market every year." Du Junbao said, "The launch of E-GMP, the exclusive platform for Hyundai electric vehicles, will also provide a more competitive technical endorsement for Beijing Hyundai's future new energy layout, and Beijing Hyundai will introduce pure electric models based on the new electrification platform in due course." ”

Firmly take every step of the brand upwards

"I started in Beijing Hyundai in 2002, and although I didn't work in Beijing Hyundai for a while, I've always had a deep affection for Beijing Hyundai's brands and products." Du Junbao said bluntly, "In the past 20 years, I am well aware of the importance of brand building and service quality, which is an important guarantee for the long-term development of a brand. ”

In Du Junbao's view, doing brand and service reputation should be a long-term process, whether in good times or adversity, there must be a fixed investment, only long-term hard work and pay, in order to achieve qualitative change.

To this end, in 2021, Beijing Hyundai launched the "brand experience store" construction activity, and the Shanghai brand experience store with a current investment of 1.6 million yuan has been completed. Next, Beijing Hyundai will continue to build brand experience stores in 12 cities to attract more consumers, especially young people, to attract more consumers, especially young people.

In addition, Beijing Hyundai has also carried out a number of IP marketing projects, among which the ace project "Hyundai Carnival", which has been held for three consecutive years, provides users with the opportunity to personally experience the charm of Beijing Modern products and technologies through technical experience, model test drive, interactive games and other links.

In terms of digital operation, including projects such as the operation of the Blue Bin member App, digital online transactions, and the transformation of the digital exhibition hall of dealers, beijing hyundai has continuously promoted the service experience through interactive and experiential marketing innovation, and continued to enhance the stickiness of users.

"I have repeatedly reminded employees that while doing a good job in product strength, we must keep up with the service, and 'service quality' is a trump card that Beijing Hyundai must seize in the future." Du Junbao said bluntly.

In view of the fact that there are many links in the vehicle registration process and complicated procedures, the Beijing traffic management department recently launched a new measure of "factory inspection" for domestic small and micro passenger cars on a pilot basis, placing the vehicle inspection in the front of the vehicle production link to realize the vehicle inspection on the production line.

The reporter learned that the car buyer can be exempted from the "inspection of vehicles" procedure, directly at the motor vehicle registration service station through the "traffic management 12123" App to select the number plate number, handle the registration of the license, further reduce the new car registration process link, for the car buyer to save time.

Beijing Hyundai has seized the opportunity to facilitate car buyers, and this initiative has been piloted at the Yangzhen plant of Beijing Hyundai Motor Co., Ltd. and will gradually expand the scope of the pilot. Beijing Hyundai will also continue to work with the traffic management department to make it possible to purchase vehicles "without leaving home and choosing a license plate".

In addition to the reputation of user service, "export overseas" is also an important factor in measuring automobile brands. According to the data, in 2021, Beijing Hyundai exported 10,000 new cars overseas, seeking development by expanding the market and making up for the lack of competitiveness in the Chinese market.

"At present, Hyundai Group has also agreed to maximize the possibility of exporting on China's exclusive models, breaking through barriers to take root on the export path." Du Junbao introduced.

"Because of the need to transform, upgrade, and constantly make self-breakthroughs and innovations, 2021 is a very 'painful' year for Beijing Hyundai, but the results of our efforts will be reflected in 2022 and 2023." Beijing Hyundai has developed a 'three-year action plan' and by 2023, our operations will be comprehensively improved. Du Junbao said bluntly.

"In 2022, we have set a strategic target of 500,000 vehicles per year." Du Junbao outlook said, "Based on hyundai motor's third-largest global sales market reputation and the hard strength of Beijing Hyundai's exclusive model development in the Chinese market, we will continue to blow the clarion call for upward counterattack based on products, brands and services." ”

China Youth Daily, China Youth Network reporter Zhang Zhenqi Source: China Youth Daily