From technology to supply chain, from products to technology brands, Beijing Hyundai has made careful strategic deployment, and the good development in 2022 can be expected.
Author 丨 Zhang Min
Edited by 丨 Dahua
Produced 丨 Automan Media
The performance of Beijing Hyundai in 2021, if it is described in one sentence, is that "there are breakthroughs in the local area, and the overall needs to be improved." People often say that strategic determination, "concentration" is difficult to measure in ordinary times, and only in the face of challenges and difficulties will the value of concentration be shown.
In 2021, Beijing Hyundai will sell about 385,000 vehicles a year, and it has not completed its target. However, in this year of deep shortage of chips and other components, The North has stabilized its position. In December, when the supply chain eased somewhat, the North now launched a major counter-offensive.
In the same month, the seventh generation of Elantra sold 17,009 vehicles, with a cumulative annual sales volume of more than 130,000 vehicles; the fifth generation Tucson L monthly sales of 6,390 vehicles, an average monthly increase of 114% in the fourth quarter; the new ix35 sales of 7,947 vehicles, the cumulative sales of the whole year was 82,924; the cumulative sales of the new MPV Kustu after only three months of listing were 7967 vehicles, ranking among the top ten MPV monthly sales.
This lays the foundation for a good start to Beijing Hyundai in 2022.
Cui Dongyou, general manager of Beijing Hyundai, said about last year's sales that Beijing Hyundai has changed from being sales-centric to high-quality development based on "enhancing internal strength". Although the overall sales volume has decreased compared with 2020, the gold content of the company has increased.
Cui Dongyou, general manager of Beijing Hyundai
In the interview, Cui Dongyou, who took office in September 2020, was very frank, and he did not shy away from the fact that Beijing Hyundai's sales had not yet rebounded. In terms of brand strategy, Beijing Hyundai has done both "subtraction" and "addition", and the results are obvious. Compared with sales volumes, operating profits have been significantly repaired, and the foundation for the implementation of the new strategy is actually more solid. This is where Beijing Hyundai gains in 2021.
1
Marketing "subtraction"
The "subtraction" of marketing is mainly reflected in the channel layout. After structural adjustment, in 2021, Beijing Hyundai's channel providers will drop to about 590, and by the end of June 2022, it will drop to about 580. It is said that Beijing Hyundai has achieved an 80% dealer profitability in its action to streamline the dealer network.
Cui Dongyou revealed that although the survival of the fittest is carried out in the form of evaluation performance, in places where the foundation is relatively weak, some powerful channel providers will be developed to strengthen the overall profitability of the network.
In fact, Cui Dongyou, who has many years of work experience in Europe, has a deeper consideration for offline and online network deployment.
In Europe, Hyundai sells 100% through offline channels. However, in the Chinese market, the new forces have adopted the method of direct sales + online sales, in fact, because the latter cannot compete with traditional car companies in the 4S store system, and time and funds are not allowed.
The new forces seem to have achieved overtaking in curves, but once the market ownership comes up, it will expose the drawbacks of the lack of offline maintenance channels, and the consumer experience will decline sharply. In order to protect the experience, the single-store service ratio (that is, how many customers a store can serve each month) is an unavoidable problem. The cost of laying out the channel is actually just delayed and cannot be fully saved.
Cui Dongyou believes that the sales model is not something that automakers can decide, but is determined by customers and the market, and blindly cutting offline channels is not worth the loss. Offline channels are the wealth of car companies rather than burdens, and the key is that the channel layout should be based on the profits of dealers.
At present, the marketing model of Beijing Hyundai's launch of new electric vehicle products is still dominated by offline channels, but there is no doubt that Beijing Hyundai will adopt diversified channel sales and diversified service systems according to changes in user needs. The sales of new energy products is an opportunity for Cui Dongyou to reorganize the marketing innovation system.
He emphasized: "We will be a customer-oriented brand, not a brand-oriented brand. ”
2
Two "additions"
Working in the automotive industry for more than 30 years, Cui Dongyou has personally experienced the development of new automotive technologies. He knows that the great changes in the automobile industry in the past century are surging up, and if car companies cannot keep up with market changes and upgraded consumption concepts, they will be left behind by the times.
Beijing Hyundai has been keeping pace with the times, and the development direction of new technologies will also consider the environment, safety, convenience, economy and other fields.
In 2022, Beijing Hyundai will steadily promote on the basis of 2021, strengthen the sales of core models such as the seventh-generation Elantra, Kustu, the fifth-generation Tucson L, and the new ix35, and increase the proportion of sales in the pure electric and hybrid markets.
On the basis of intensively launching new products for two consecutive years and completing the replacement of all main sales models, Beijing Hyundai will enter the stage of intensive cultivation of products in 2022, and improve the layout of new energy market segments such as N Line sports series, pure electric and hybrid in view of the personalized needs of young, sporty and large families, and launch products that are more suitable for the needs of Chinese users.
Cui Dongyou admitted that several electric vehicles previously launched by Beijing Hyundai are derived from internal combustion engine models, and will launch exclusive electric vehicles in the Chinese market in the future in mid-2023 or 2024.
He was referring to the pure electric Model, the IONIQ5. This car is a typical global model, which has been listed in Europe and the United States, and it has performed quite well. Having been in China for a year and a half, Cui Dongyou pays great attention to understanding the thoughts and needs of consumers through market research.
He said that in the past, many consumers were not satisfied with multinational companies to first take models to Europe and the United States for listing, and then put them in the Chinese market. Beijing Hyundai's upcoming Ani Kr 5 is not the current version on sale worldwide, but its medium-term redesign of the new model, this car is still a global model, but its initial market will be China.
It's not a question of who to give first. Cui Dongyou believes that compared with young Chinese consumers, Most European consumers are still stuck in the past. Young chinese people are very familiar with IT technology, intelligent networking, and assisted driving technology, and they are also very knowledgeable. Beijing Hyundai is developing products that Chinese consumers love at the Shanghai Digital Research Center. He promised: "Beijing Hyundai will keep pace with the development of new technologies in China. ”
As for the question of whether the modern new energy strategy is "too late", Cui Dongyou believes that the "real war" has not yet begun. The electric vehicle market has just entered the stage of comprehensive upgrading, and various manufacturers are still in the process of technology accumulation and commercial exploration, and the all-out war will be "launched" in 2-3 years. Therefore, there is no rush to compete for a short time. This means that Beijing's modern new energy strategic layout has its own rhythm and can participate in this big war.
Upgrading China's new energy market on the modern strategic map and increasing the speed of promoting new energy products is one of the additions made by Beijing Hyundai.
For the new energy strategy, Hyundai also has a trump card, that is, hydrogen energy. Everyone recognizes that hydrogen fuel vehicles are the ultimate environmental protection solution, and Hyundai has been developing hydrogen fuel technology for 25 years, and is currently the only vehicle company that can compete with Toyota. At present, it is vigorously promoted nexo hydrogen fuel cell vehicle, and its technical reserves and credibility have been widely verified.
At present, the biggest constraint is the delay in the cost of hydrogen fuel cell devices. But in commercial vehicles with large spaces, this problem is not very prominent, so hydrogen-fueled trucks will play an important role in intercity transportation. The Chinese market will undoubtedly import hydrogen-fueled passenger cars and commercial vehicles, and Hyundai is still holding this card, waiting for a better time (infrastructure and policy factors).
Europe has set a fine of 90 euros per vehicle for more than 1 gram of carbon emissions per kilometer; China has set its own "double carbon" target. It is foreseeable that carbon emission policies will be tightened in the future. By then, hydrogen-fueled vehicles may have better business prospects.
This is another potential strategic "addition", but it is still in the making.
3
Sports marketing and strategy convergence
Beijing Hyundai pursues higher quality development, which means that the technology image and the technical brand are both promoted. The former can be solved by marketing strategies, and modern World Cup marketing is a long-term effective and resource-exclusive means. The "HSMART+" technology brand launched by Beijing Hyundai expresses Beijing Hyundai's understanding of the connotation of technology.
From the perspective of technical capabilities, the i-GMP platform, which maximizes CVVD engine technology, safety and driving experience synchronously, and the intelligent interconnection technology jointly developed with Baidu, are subordinate to this technology brand, but its real connotation, or appeal, is to seek more effective and more humane communication with consumers. This is the direction that Beijing Hyundai is pursuing.
Under the leadership of Cui Dongyou, Beijing Hyundai will continue to change to a young and interactive marketing innovation in 2022, and carry out targeted and differentiated marketing of core models. Sports marketing is the trump card of all modern marketing methods.
The marketing event of Beijing Hyundai in 2022 is the sponsorship of the "Qatar Football World Cup".
Since Hyundai became a top FIFA sponsor in 2002, the partnership with the latter has lasted for 20 years. In the world, there is no sporting event that can compare with the commercial value of the World Cup.
For the global public who are deeply involved in the epidemic, the Qatar World Cup is one of the few "bright colors" in the world. Modernity is associated with this carrier of great influence, and has been tied up for a generation, which is an irreplaceable and great success of modern marketing. With sports marketing, brand awareness is often more efficient, but at the cost of a huge investment.
Sports marketing may seem glamorous, but it is actually difficult to operate. Hyundai's sponsorship of sports events for many years has not only cultivated the spirit of sportsmanship among potential consumers, but also injected positive impact factors such as "high level", "first sport" and "confrontation and victory" into its own brand image.
The continuity of sports marketing is not only the ability of modern itself, but also represents its strategic determination. That is, not to change the marketing strategy because of the temporary financial profit or loss.
In fact, the marriage with the World Cup has been separated from the strategic category and has become an important part of the modern development strategy. Never before has there been a brand that can integrate sports marketing with its own brand image so deeply. With the help of the "World Cup" event, the image of Beijing's modern brand rejuvenation has been deeply rooted in the hearts of the people.
Especially under the trend of digital transformation, Beijing Hyundai will continue to promote the transformation of brand marketing to innovative marketing thinking such as youth and interaction. The 2022 World Cup is undoubtedly an excellent vehicle.
Cui Dongyou revealed that Beijing Hyundai will share the resource platform of the official partner of the Hyundai Motor World Cup and carry out a series of marketing activities. Combined with the 20th anniversary of the establishment of the brand, we will create communication topics, carry out online and offline activities such as theme test drives and World Cup viewing, strengthen consumer interaction, and rebuild brand trust.
Focusing on the new brand labels such as rejuvenation and high-tech, Beijing Hyundai will use this sports marketing method to strengthen user perception and achieve the landing of technical brand image.
Cui Dongyou said that Beijing Hyundai will focus on cost and value management in 2022 to achieve high-quality development. Like any other issue, he does not shy away from the challenges he faces. This is a systematic project, and all levels of Beijing Hyundai must face such challenges together, and under the Sustainable Development Goals, Beijing Hyundai is undergoing slimming and transformation.
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