After the 2021 epidemic, chip shortage and deep adjustment baptism, China's auto market has shown a warming upward trend, bringing new opportunities. Kia is based on the Turn-around strategy and "All New Kia, All New Start!" "The business policy will accelerate the implementation of the global strategy, integrate global resources, and better feed the Chinese market."
As Kia's first model in China to sell more than 300,000 yuan, since its launch in September, the sales volume of the fourth generation of Jawa in first-tier and new first-tier cities has reached 47.5%.
Driven by the fourth generation of Star models such as Jiahua, Zhipao Ace, K5 and so on, in December 2021, The average MSRP of Kia reached 141,300 yuan, compared with 108,400 yuan in 2019, an increase of 32,900 yuan, improving the revenue of new cars, changing the perception of the Kia brand in the hearts of Chinese consumers, and laying the foundation for the increase in brand premium.
At the same time, Kia adheres to the "retail-centric" sales method, cancels the assessment of car pick-up indicators, formulates reasonable retail indicators, continuously optimizes business policies, improves the profitability of dealers, and reduces dealer inventory from 46,000 units at the end of 2020 to 19,500 units at the end of 2021, and the operating status has been well improved, laying a foundation for meeting future market challenges.
On the eve of the Beijing Auto Show in April 2022, Kia is expected to unveil a new company name, a new brand strategy, and five major changes:
First, strengthen brand building and let the new Kia penetrate the hearts of the people. The marketing headquarters has been newly established to strengthen the online and offline integrated marketing of the target groups of the MZ generation, carry out cross-border cooperation according to user preferences and life scenarios, hold IP activities such as brand days, and take advantage of the opportunity of the 30th anniversary of the establishment of diplomatic relations between China and South Korea to strengthen brand building, strengthen consumer experience, and establish an innovative brand image.
Second, integrate into the global system and increase resource investment in the Chinese market. After the restructuring of the enterprise, on the one hand, it will refer to the successful experience of global Kia and introduce more global system resources; on the other hand, it will more closely combine China's actual situation and re-set sail with the attitude of a new power start-up company, pay more attention to the needs of Chinese consumers, and realize the combination of globalization and localization. In the future, Yancheng will become an important hub for Kia's new energy production and overseas exports, and play an important role in Kia's global strategic layout.
Third, the product is high-quality, providing better choices for Chinese users. The company will gradually discontinue production of models under 100,000 yuan and accelerate the introduction of more competitive global models. This year, Kia will unveil a new flagship SUV, the Sportage, and its hybrid version, as well as a K3 facelift.
2022 is the first year that Kia started electrification, in addition to the introduction of HEV hybrid models, the hot-selling pure electric model EV6 in overseas markets will soon be introduced into China, and it is planned to introduce at least 1 pure electric vehicle per year from next year to provide consumers with more diversified mobile solutions.
Fourth, the management is efficient, and an efficient organizational system is formed. Internal high-quality talents will be promoted to core positions, and at the same time, local professionals who understand the Chinese market will be introduced to greatly enhance the competitiveness of the organization.
In addition, by adjusting the organizational structure and establishing an organizational system that can quickly respond to market changes, we have newly established sales training departments and other departments, increased the functions of regional business departments, strengthened the support and management of dealers, cultivated a first-class sales team with professional quality, and continuously improved sales and service capabilities.
Fifth, rationalize operations and work together with dealers. Focus on the improvement of the profitability of terminal dealers, carry out business work, set pragmatic operating indicators according to the ability of dealers and the actual needs of the market, continue to promote the "retail-centric" operation mode, and achieve sustainable development with dealers.
In terms of future development planning, Kia will make all-round efforts to release a new brand strategy with a "more Chinese" attitude, introduce Kia's world-leading new technologies and new products, further meet the needs of Chinese consumers for cars, and rebuild consumers' awareness of kia brands.
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