The proponents of long-termism, the modern "metamorphosis" of Beijing, is underway

"Long-termist fans" is a portrayal of Beijing's modern business thinking in 2021.

Cui Dongyou, general manager of Beijing Hyundai

"Beijing Hyundai's operation in 2021 has successfully transformed from the original 'sales-centric' to 'high-quality development based on enhancing internal strength'. Last year, due to factors such as insufficient chip supply, sales declined. When it comes to Beijing Hyundai's sales in 2021 and brand performance, Although Cui Dongyou, general manager of Beijing Hyundai, did not avoid the fact that sales declined, he was not trapped here, but specifically mentioned the changes of Beijing Hyundai.

In 2021, Beijing Hyundai terminals will sell nearly 400,000 vehicles. Compared with 2020, the conclusion drawn from the absolute indicator of sales volume is "decline", but if you look deeply, you will find that Beijing's modern operation has achieved a "qualitative" improvement.

One piece of evidence is that dealer profitability has improved greatly, and according to Beijing Hyundai statistics, dealers at the end of 2021 compared to the end of 2020 are: 80% of the realized profitability and 80% of the unprofitable huge change.

Another piece of evidence is that the "renewal" of Beijing's modern business thinking is not only sales, but long-term layout. Simply put, Beijing Hyundai is now the mindset of a long-termist advocate: not short-sighted on the present, but in the dormancy.

As a proponent of long-termism, all modern reforms in Beijing revolve around the future. Reform means that there is "breaking" and "standing", so what are the "broken" and "standing" in Beijing Hyundai in 2021? In a word, with HSMART+ technology brand strategy as the core, around the product layout, technology application, marketing innovation, user service and other dimensions, to promote transformation and brand upgrading.

Whether the product can capture the needs of consumers determines whether the company can seize the "share" of the market. In the face of the wave of intelligence, Beijing Hyundai will actively promote intelligent networking and intelligent driving technology in 2021.

Taking Kustu as an example, although it has been listed for less than 5 months, it has broken into the top ten of the MPV market segment. Kustu can become a leader in the segmentation of the track, the outstanding feature is the intelligent performance, the price is less than 200,000 yuan, equipped with 24 intelligent driving aids (ADAS).

In fact, the steady growth in sales of the fifth-generation Tucs and the new ix35 of the new SUV launched by Beijing Hyundai in 2021 is also related to the brand's emphasis on technical connotations. Fifth-generation Tucson L saw an average monthly increase of 114% in Q4.

The "retention rate" is the focus of Beijing Hyundai's reform and improvement in 2021. In order to break the "cost performance" label of "price for market" in the past, Beijing Hyundai considered the price management of the product market in the later stage before releasing new products.

"Do not do product market price management, the loss is our customers, how to price the product when the initial listing, how to form the price when the customer sells the second-hand car, we must manage in this regard." Choi said.

According to the data on the retention of used cars released by the China Automobile Dealers Association, the retention rate of used cars of hyundai brands rose by 0.3 percentage points to 63.8% in December 2021 compared with November.

Streamlining dealers is another focus of Beijing Hyundai's 2021 reform. The number of existing dealer networks in Beijing Hyundai is changing from large to refined, and the number of dealer stores has been streamlined from 800 in 2020 to about 590 by the end of 2021.

"Our goal this year is to continue streamlining. On this issue, it is not a simple mechanical logic of 'last elimination', but a logic of 'refinement and specialization'. We will evaluate the comprehensive operational ability of dealers and the ability to give voice to Beijing Hyundai brand. Du Junbao, permanent deputy general manager of Beijing Hyundai, said.

In 2023, Beijing Hyundai has set itself a strategic positioning of 500,000 sales (including exports). How can this be achieved?

In terms of products, in 2022, Beijing Hyundai will optimize the product matrix, stop production of several loss-making models, and pour its main energy and resources into four brand competitive models such as the seventh-generation Elantra, the fifth-generation Tucson L, ix35 and Kustu, on the other hand, based on its exclusive model development capabilities in the Chinese market, it will break through barriers and make moves on the "export" road.

"On the basis of the intensive launch of new products and the completion of the replacement of the main sales model for two consecutive years, 2022 will enter the stage of intensive cultivation of products." Beijing Hyundai said, "In view of the personalized needs of young, sporty, big family and so on, improve the layout of new energy market segments such as N Line sports series, pure electricity and hybrid, and launch products that are more suitable for the needs of Chinese users." ”

At the electrification track, Cui Dongyou revealed that Beijing Hyundai will launch an electric vehicle exclusive to the Chinese market. At the same time, Hyundai Motor's global model IONIQ5 will also be introduced to the Chinese market.

Developing overseas markets is another focus of Beijing Hyundai to achieve its goals. In 2021, Beijing Hyundai exported 10,000 Units of Chinese exclusive models such as Rena to the Central and South American markets, including the years after 2022, Beijing Hyundai's China-exclusive models will continue to expand exports. Du Junbao revealed, "Fiesta, ix35, Kustu and Mingtu, these Chinese exclusive models, will be exported." ”

"I believe that the results of our efforts will be reflected in 2022 and 2023." Du Junbao said, "In the next 3 years, the action should be fast, to take out the 'North Present Speed' of that year, the action should be accurate, and it must be like Chinese medicine acupuncture to cut the pain point." The embodiment of this pain point lies in the profitability of dealers, the reduction of costs of suppliers, and the launch of more new models. We want to realize that every product can bring benefits and cover cash flow expenses. ”