On September 26, the 2020 (16th) Beijing International Auto Show opened, and after 30 years of development, Beijing International Auto Show has become an important display and exchange activity for the Chinese and foreign automotive industries every two years. As the only top international auto show during the year, the Beijing International Auto Show has played a positive role in promoting exchanges and cooperation between the Chinese and foreign automotive industries and accelerating the development of China's auto industry.
Zheng Chunyuan, deputy general manager of Dongfeng Yueda Kia Automobile Co., Ltd. and director of the sales headquarters department
After the listing of the new K5 Kaiku, Dongfeng Yueda Kia has once again shown a vibrant posture, and for the Dongfeng Yueda Kia product line, which once relied on its appearance to fight the world, it is now on the road of technology and high premium product research and development. For the Plan S electric strategy released by Kia, the new energy model strategy is placed in the path of long-term development. For the reopened brand "chapter", Zheng Chunyuan, deputy general manager of Dongfeng Yueda Kia Automobile Co., Ltd. and director of the sales headquarters, said that in the future, the new model will take the high-end route and will no longer launch new models below 100,000 yuan.
In terms of marketing, Zheng Chunyuan believes that in the past, there was a lack of technology and platform publicity, and it was not enough to pay attention to appearance design. At present, relying on the strength of Kia Group and promoting the strategy of China Frist, it is to take the Chinese market as the most important market, and the first to introduce global models to the Chinese market is also the Chinese market, and compared with overseas Kia cars, Kia listed in China will adopt better configurations, more high-end configurations, to correspond to Chinese consumers. In terms of technology, through the listing of Kaiku, a lot of technical publicity has been made on the new i-GMP platform and CVVD engine to reflect the strength of Dongfeng Yueda Kia. Zheng Chunyuan said that "relying on marketing alone can not be able to increase sales all the time, if there is no strength only rely on marketing, then the two legs are not the same length." ”
Moderator: Dear netizens, now we are at the scene of the Beijing Auto Show, and the live broadcast room has invited Mr. Zheng Chunyuan, deputy general manager of Dongfeng Yueda Kia Automobile Co., Ltd. and director of the sales headquarters, Minister Zheng, to say hello to netizens.
Zheng Chunyuan: Good afternoon Chinese netizens, I am very honored today, very happy to meet Chinese friends here, thank you.
Moderator: Minister Zheng's Chinese said very well, I believe that netizens will feel a special sense of intimacy when they listen to it, in fact, we are here, before talking about the auto show, I would like to ask, we released a plan S future strategy at the beginning of this year, such a future strategy, in the next few years, the entire product development will have a big transformation, I want to be at the Beijing Auto Show, how is our strategy shown at the auto show, you tell our netizens about it.
Zheng Chunyuan: Including traditional cars, as well as electric vehicle plans, I will tell you about it. First of all, when it comes to traditional fuel vehicles, some of the new models we will have on the market in the future are taking the high-end route, and we will no longer launch new models below 100,000 yuan in the future. In the new 10-year plan, the first new car on the market is Kaiku, the fourth generation of Jiahua unveiled at our booth today, this is the second new car to be listed in the new 10 years, these new cars are based on our new i-GMP platform, are equipped with the latest CVVD engine. Later on the market SUV models and sedan series, sedan is in accordance with the Kai series, SUV car is launched according to the running series, in addition to the traditional fuel vehicle i-GMP platform, we have also developed a pure electric e-GMP platform, in the past we listed new energy vehicles are based on the existing traditional fuel vehicles based on the derivative car. The new energy vehicles listed in the future are all newly developed new energy models based on the e-GMP platform. When the time comes in 2022, kia's first electric vehicle based on the new e-GMP platform will be listed, Kia began to promote the Plan S strategy within the global scope, Dongfeng Yueda Kia is also with this strategy will launch a new electric vehicle every year, in Plan S represents the speed, according to the new stage to promote.
Moderator: It should be said that from the introduction of Minister Zheng, Kia is very planned for the future, and has also made some very specific models of the plan, the plan is what we have in the future, but I would like to know, when we were in September, we launched Kaiku, how is the performance of Kaiku after the listing, tell us about it.
Zheng Chunyuan: At present, it is still in short supply, I will directly use English to say it, Kaiku is officially listed on September 7th, until September 6th, we accept pre-sale orders online, accept orders through Tmall Mall, listed in a straight line, the current effective order is 10615 units, which is no moisture. A lot of young people, we found that Z generation young people like this car, after the performance of the statistics after the listing, more than 70% of the customers are post-90s, our judgment prediction at that time was correct, when we had two displacements, One is 1.5T, one is 2.0T, at that time to make a judgment is 7 to 3 ratio, or more competitive, the proportion is relatively high, after the listing of our prediction is a bit wrong, is 5 to 5, young people are not only concerned about the price, he will like your power, there is high technology, so now the dealer side of the 1.5T car speed is relatively fast, but 2.0T is now very tight supply, the current sales forecast is difficult to say, because its output can not supply sales, so we are very optimistic about the sales of Kaiku.
Moderator: This is obviously a very high news, because before that we all felt that after the Korean car came to China, it was not easy for everyone to accept it after the listing of Kaiku, especially in young people, especially on Tmall, the world of young people, can sell this product so well, I think or Kia did a serious survey of China's automobile market, there will be such results, of course, our minister feels that there is a difference with our research, I did not expect that it is 50% For the 50% ratio, I think you have to sell for a while, 2.0T will sell more, which is the characteristic of Chinese consumption. Just now you also talked about, at this auto show we mainly promoted a called Jiahua, this car is now consumers are not too familiar with it, please the minister to give us a detailed introduction to Jiahua.
Zheng Chunyuan: We will tell you about the reasons why Dongfeng Yueda Kia plans to introduce Kahua. Recently, the domestic NPV market has advanced with the upgrading of consumption to the era of high-quality products. It is expected that household NPV and business NPV will certainly maintain steady growth in the future. So in line with this trend, we plan to start mass production of the fourth generation of Jawa from next year. As for the fourth generation of Jiahua created by the third-generation i-GMP platform, first of all, from the parameters of length, width and height, wheelbase, it is the leading internal space of the same level, and there is very good control. Therefore, based on the third-generation i-GMP platform, in addition to the advantages of space, it is also equipped with the engine of CVVD, ADAS intelligent control system, and network system, etc. I believe that after the listing next year, it will definitely be recognized by consumers. Because Ka Wah was also just listed in South Korea not long ago, because of the relationship between the epidemic I can not go back to South Korea, so I am the first time to see this car today, Ka Wah is the fourth generation, South Korea in the NPV market is actually monopolized by Kia Motors, a few months ago, the first day of pre-sale orders broke the new record of the Korean automotive industry, a day of pre-sale orders more than 20,000, close to 30,000 units, so I am very optimistic about the performance in the Chinese market.
Host: If it is not a secret, I would like to ask if it is possible for this car to come to China to be domestically produced?
Zheng Chunyuan: At present, the plan is to be in July next year, the end of July in the early days, and the market in early August in the late days.
Host: Then our consumers will have more choices, and it is clear that after the domestic mass production, we have more price advantages, which should be a good thing for us, so netizens can also pay attention to this car.
Chunyuan Zheng: Pay attention, thank you.
Moderator: I now find that we have a stage from Dongfeng Yueda Kia after K5, it seems to be a little depressed, recently found that you played a lot of new marketing methods, including cooperation with Tmall, it seems that Dongfeng Yueda Kia in everyone's mind, the image has some new changes, I would like to say, what are your plans in the future stage?
Zheng Chunyuan: Before we went public on Kaiku, including me, many management leaders learned a lot of some of the network terms commonly used by young people in this era, so not only for this Kaiku, these new cars listed in the future, we will also put some elements that young customer groups like into this new car. For Kaiku due to a customized customized model, this model is not sold through our existing 4S store, in the "let's come to Asia" WeChat mini program, there is a "come to Asia" online car purchase program, customers can be in this small program according to his needs to customize Kaiku model. After the customer finishes booking the car, he can query the progress of his car production at any time online, such as the car to welding, painting, assembly, when to go offline, when to which city, this can be tracked. This car we will give to the 4S store in the customer's city through logistics, the customer to the 4S store to pick up the car, the final maintenance is carried out in the 4S store. At present, many new car-making forces in China are also doing this way, and we have also learned about it, and we will adopt this method in the future. For young customer groups, before the listing of Kaiku, we also did a lot of activities, such as the Keep Challenge, as well as the "you are excellent" spokesperson program, etc., in the future, we will target young customer groups, we will carry out more fun and interesting interactive activities.
Moderator: I know that since the outbreak of the epidemic this year, Minister Zheng has not been home, the original in China immersed in a lot of network language, the use of a lot of young people like the sales method, obviously this way brought about the increase in our sales, I observed the Dongfeng Yueda Kia has been rising in sales for 5 consecutive months recently, it turned out that I think Yueda Kia why it has been rising so much, I think it is related to a series of young, fashionable sales you engaged in, but it can rise, I think it's more than that, what do you think makes it what it is today?
Zheng Chunyuan: First of all, it is impossible to rely on marketing alone to increase sales, if there is no strength only by marketing, then the two legs are not the same length. First of all, the first point is that we have the strength of the group, the world's TOP5 Hyundai Kia Motors Group, and now Kia Motors promotes the strategy of china frist, that is, to take the Chinese market as the most important market, and the first to introduce the global models into the Chinese market, and compared to overseas Kia cars, Kia listed in China We will adopt better configurations, more high-end configurations, to correspond to Chinese consumers. In the past, the impression of Kia cars in the minds of consumers was that they looked beautiful and had good quality. We have not done too much publicity on our technology before, through the listing of Kaiku, we have done a lot of technical publicity on the new i-GMP platform, as well as the latest CVVD engine, from the sales level, the relationship between our manufacturers and dealers is also gradually improving, and the control of the market is also being strengthened. So all these factors combined to come up with the reason for our 5 consecutive months of growth. There is also a very important point is that Sina New Car has provided a lot of support and help to our company, which is inseparable, thank you very much.
Moderator: I have always wanted to ask you, but I am hesitating, your leader gave you this year's sales task, do you think you are confident to complete it?
Zheng Chunyuan: Because of the sudden outbreak of the epidemic in February this year, including our company, we have modified our business plan for this year, and the revised business plan is fully confident that it can be completed, we now expect that China's domestic industry demand will drop by about 9% compared with last year, and now in the current situation, domestic sales can maintain the same level as last year, and overseas exports are about 20,000 to 30,000 units of exports, which can probably add up to about 270,000 to 280,000 units.
Moderator: That is still a very good achievement, today we have limited time here, we talked to the minister so much, but also let our netizens to know more about its plans and products and future development planning, thank you Minister.
Chun-won: Thank you.
![Korean singer Theone Jung Soon Won came, but the supergirls were crying[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)