Beijing Hyundai Abandoned the Upside and Selected the Sunken Star Model to Enter the Market at a Low Price

For Beijing Modern, 2017 seems to be a bit unusual. The layout of the five major factories has enabled Beijing Hyundai to truly enter the post-million era and further deepen the road to cost-effectiveness. Despite the unprecedented difficulty and pressure this year, Beijing Modern, which stands at 9 million vehicles in total, can achieve a counterattack in the rest of the year.

In response, on September 19, Chen Guixiang, deputy general manager of Beijing Modern Times, said in an interview with a reporter from the Securities Daily that “after a series of in-depth adjustments in the second half of the year, Beijing Hyundai has broken out from the contrarian and achieved three consecutive The monthly growth rate compared to the previous month, and today’s release of the 9 millionth product and the introduction of the brand new Rena that is intelligent and comprehensive, we have every reason to believe that Beijing Hyundai will have more humanized products and high value-added services. Clear the previous haze."

According to Wu Zhoutao, deputy general manager of Beijing Hyundai and a copy director of the sales department, the new Rena launched a total of seven models with different configurations, positioning the young users to improve their quality of life and improve their travel aspirations. By".

Return to cost-effectiveness

Based on a new localization strategy

This year marks the fifteenth anniversary of the founding of Beijing’s Hyundai. At this time, the Korean car was suddenly cold, and Beijing Hyundai was also actively adjusting its product strategy.

Wu Zhoutao summarized the recent difficulties as two reasons: First, negative growth in the auto market, and second, the challenges in product distribution. Fortunately, Beijing Hyundai has not blindly shifted its pressure to dealers. Instead, it has worked together with dealers to reduce pressure and lighten the burden, and achieved a phased victory.

The data shows that since May, relying on the overall warming of the auto market, the end consumer market of Beijing Hyundai-series products has greatly improved.

It is reported that the brand new Rena has become the first product of the localization product line REINA, and for the first time equipped with an intelligent networking system - BlueLife. "The first use of the intelligent network-linked system in a compact product fully reflects the determination of Beijing's modern products to introduce intelligence at full speed," Wu Zhoutao revealed. "Based on the localization 2.0 strategy, Beijing Modern has established a high-end, large-scale And intelligent product deployment direction; in the future, smart technology will appear in more modern Beijing products."

In fact, Rena launched seven years ago has achieved sales of more than one million vehicles in five years, laying the foundation for Beijing Hyundai’s first-tier status in the small-car market. As the youngest municipality directly under the Central Government, Chongqing is pursuing high-speed development to boost the purchasing power of its subordinate districts and counties. Beijing Hyundai was keenly aware of Chongqing's economic leading role in the western region. Chongqing chose to build a plant and put into production this heavy model.

In response, Wu Zhoutao said: “Beijing Modern understands and practices localization strategies. The huge Chinese market has distinct regional characteristics. The consumer needs of users are too obvious. In the third- and fourth-tier cities in the southwest, there are still more to rely on. Young people travelling on buses and motorcycles have a rigid demand for improving daily travel, and in the face of the emerging market, Beijing Hyundai has upgraded the best-selling boutique compact car Rena, and has launched a brand-new Rena that is more cost-effective.

Product + Service Boost

Want to return to the rising channel

In the past ten years, the vast majority of car companies have achieved good results in the Chinese auto market. Among them, modern brands have established a unique “modern model” between low-priced Chinese brands and high-priced overseas brands, with their outstanding price/performance ratio. Annual sales rose from less than 100,000 in 2003 to 1.8 million in 2016. However, in the past two years, as the overall quality of Chinese brands such as Geely and Great Wall has substantially increased, the overall selling prices of general brands such as Volkswagen and Buick have dropped sharply. The market before modern times has become a hotly contested place for car makers, and it suffers from an enemy The dilemma.

In this regard, Wu Zhoutao said that apart from focusing on product quality and cost-effectiveness, Beijing Hyundai has another core competency that is customer service experience. With the impact of the Internet and intelligence on the automotive market, the domestic automotive industry has shown a trend of transition from “manufacturers” to “manufacturing + travel solutions providers”. According to Wu Zhoutao’s introduction, in addition to the previously launched services such as the “five-year-old 100,000-km warranty”, the Beijing Hyundai will upgrade its service again and launch the “Beijing Modern Wisdom Service” brand.