How should Beijing Hyundai be evaluated in 2020, when "living is the greatest victory" has become a * * * knowledge?
65438+1October 1 1, Beijing Hyundai released the annual sales data-502,000 vehicles-the lowest sales volume in recent years. On the second day after the sales volume was released, Fan Jingtao, deputy general manager of Beijing Hyundai, said eight words: the year of gaining momentum, stabilizing and going up.
Around these eight words, in the past year, from the intensive listing of new products in the second half of the year after the twists and turns of the epidemic, to the comprehensive application of i-GMP platform and CVVD technology, and then to the integration of channel system to enhance the ability of single stores ... Beijing Hyundai is still planning the future.
Today, people are somewhat dissatisfied with Beijing's modernization development.
Once, Beijing Hyundai created a sales speed of 8 million vehicles in ten years, which shocked the industry. Subsequently, the automobile industry even started to learn and imitate the "modern speed" craze. It can be said that Beijing Hyundai has also witnessed the struggle of its own brands at close range.
Fan Jingtao recalled that when Hyundai entered China in 2003, its own brand had not yet grown up, and the old three products were expensive, so the modern high cost performance was easily recognized by consumers.
Today, Hyundai can still compete with Toyota in European and American markets, but after ten years of turbulent China auto market, Beijing Hyundai lost its "speed" after joint venture and independent attack.
Fan Jingtao said that it is "not a good thing" to talk about cost performance.
In 2020, in addition to striving to "survive", what Beijing Hyundai has done is a price-performance label that must be reversed. This is what Fan Jingtao called "gaining motivation".
There is a saying that what made you at the beginning has become a bondage today. It is easy to say "change" easily. However, throwing away the labels that everyone once admired and reinventing themselves is not only a mixed feeling, but also a taste of changing the road, which can only be bitter and bitter.
If 202 1 comes, Beijing Hyundai can "go up" at will. Then, Beijing Hyundai in 2020 can be described as "remarkable achievements".
Fan Jingtao, Deputy General Manager of Beijing Hyundai.
1
Gains and losses by 2020
In 2020, under the impact of the epidemic, the passenger car market in China finally closed with a sales volume of 654.38+092.88 million, setting a new low in recent years.
However, looking back on the development in the past year, in Fan Jingtao's view, the biggest impact of this epidemic on Beijing Hyundai is not the change of market environment.
"Just like when it rains, raindrops will fall on everyone indiscriminately, and changes in the market environment will have the same impact on all car companies. For Beijing Hyundai, the impact of the epidemic lies in the interruption of Sino-foreign exchanges. "
2020 is a long-lost product year for Beijing Hyundai. According to the original plan, the tenth generation Sonata will be listed in April, the seventh generation Elantra will be listed in July, and the new map will be listed in September, 65438+ 10. And these products should be produced by a brand-new i-GMP platform.
"The new platform involves a lot of technical transformation of Beijing Hyundai and supplier system, which requires on-site guidance from Korean experts. But during the epidemic, these can't be done. "
Affected by the epidemic, the product rhythm of Beijing Hyundai in the first half of the year was completely disrupted.
It was not until July that the first Sonata 10 was launched, and the seventh Elantra went on the market three months later than expected, so the brand-new famous map had to be postponed to 202 1 ...
For Beijing Hyundai's annual sales, this delay has a huge impact.
Before the arrival of a new generation of products, Beijing Hyundai has not had a brand-new main model listed for a long time.
As Du Junbao, former executive deputy general manager of Beijing Hyundai, said, "The leaders have been selling famous maps for six years, and the famous maps have been sold for seven years. No matter how elite the team is, there will be pressure. "
Until the second half of the year, with the arrival of new models, Beijing Hyundai's sales began to continue to rise. Especially after the listing of the seventh generation Elantra, in the last two months, Beijing Hyundai began to hit a new high in monthly sales for the whole year.
2
Bet on elantra
In the second half of 2020, from the tenth generation Sonata to the seventh generation Elantra, and then to the brand-new ix35, Beijing Hyundai intensively listed three models in half a year.
Such a large-scale launch of new products will inevitably require Beijing Hyundai to allocate limited marketing resources in the most reasonable way.
So, how to distribute it?
In Fan Jingtao's words, we must choose "get twice the result with half the effort". The seventh generation Elantra is a model that can get twice the result with half the effort.
"Elantra's pricing is about 6.5438+0.2 million yuan. This market is the warmest in modern Beijing and the largest in market capacity. The time to market has caught up with the booming period of this market segment. "
As a result, since September, Beijing Hyundai has focused its marketing on the seventh generation Elantra.
"We hope that through the seventh generation Elantra, we can change users' views and bring confidence to dealers. After Elantra stabilizes, we will continue to adjust the product structure, "Fan Jingtao explained.
In his view, the seventh-generation Elantra is a "model with almost no shortcomings".
In terms of product strength, it was born on the brand-new i-GMP platform, and its engine is equipped with the latest CVVD technology, the latest modern "intelligent and integrated" driver assistance system, and the third generation intelligent network joint with Baidu. The seventh generation Elantra is the best representative of Beijing modern science and technology label.
In terms of sales policy, Beijing Hyundai has also matched the "9-word proverbs" of "low threshold (low down payment, two-year interest-free), high value preservation (two-year 75% repurchase) and free (free business insurance in the first year and free maintenance for life)" to dispel consumers' worries.
The sales data of Elantra after listing proves the correctness of Beijing Hyundai's choice.
In terms of sales volume, in the first complete sales month 1 1 month after the listing of the seventh generation Elantra, the terminal retail volume reached 1 186 1 vehicle. In February of 65438+, its sales reached 19433. According to this momentum, Fan Jingtao said that if there are no accidents, the monthly sales volume of 65,438+10 this year will exceed 20,000, driving the monthly sales volume of Beijing Hyundai to 65,000.
Once, in the sales history of Beijing Hyundai, the sales volume of Langdong (the fifth generation Elantra), the model with the highest sales volume in the first month of listing, was only 8,700.
"The initial performance of the seventh-generation Elantra is the best-performing product in the history of Beijing Hyundai from 2003 to 2020."
As a "model with no shortcomings", good sales seem to be insufficient to show the excellent panorama of the seventh-generation Elantra.
According to Fan Jingtao's supplement, the average selling price of the former leader (the sixth generation Elantra) in the market was 93,000 yuan, but in the seventh generation Elantra, the selling price was123,800 yuan, a sharp increase of 30,000 yuan.
three
Several signs in 202 1
According to the current development plan of Beijing Hyundai, in 20021year, Beijing Hyundai will gradually walk out of the trough. In Fan Jingtao's words, this year will be "a year of tackling key problems, and it will be all-round."
The so-called "rise" refers to the use of technology to empower brands, and the brand image continues to rise. "Overall improvement" refers to the improvement of sales data, operating profit and loss, factory operating rate, dealer profitability and channel health.
Among these indicators, in Fan Jingtao's view, dealer profitability and channel health are one of the most important indicators. In order to improve this index, starting from 20 18, Beijing Hyundai began to "move the knife" in the number of channels.
At the peak of Beijing Hyundai's sales volume, more than 900 domestic dealers adapted to the market at that time. However, after the decline in sales, this former network setting has long been unsuitable for the current development.
As a result, from 20 18, Beijing Hyundai began to reduce and integrate the dealer network. By the end of 2020, the number of dealers in Beijing Hyundai has been reduced to 680.
According to the planning of Fan Jingtao, by the end of 20021,the number will be reduced to 600, and the average sales capacity of a single store will reach 1000. "When it reaches 65,438+0,000 vehicles, dealers can basically achieve profitability."
Corresponding to the dealer scale, in 20021year, Beijing Hyundai set its own sales target: retail 590,000 vehicles and wholesale 560,000 vehicles.
The retail volume is higher than the wholesale volume. In this regard, Fan Jingtao said that at present, Beijing Hyundai is no longer too obsessed with speed and sales, but more importantly, it helps dealers to reduce inventory and improve profitability.
At the same time, 202 1, on the basis of traditional channels, Beijing Hyundai is also planning to explore more diversified forms.
According to Fan Jingtao, in order to solve the problem of high land cost in metropolises such as Beishangguangshen and Shenzhen, starting from 202 1, Beijing Hyundai will increase more city exhibition halls in the mode of factory investment and dealer operation to solve the problem of exhibition and sales. In the future, the problem of quick repair and distribution will be solved in the form of community stores.
For the upcoming models of the new electric platform, they will also learn new forces to build cars. All models are placed directly through the APP, and dealers do not have to bear the inventory, but only as a delivery channel.
In fact, 202 1 is still the product year of Beijing Hyundai, except for the first new car based on the electrification platform E-GMP. Brand-new maps, the fifth generation Tucson L and the first MPV will be introduced to the market.
Among these new cars, both Mingtu and Tucson are high-selling models. Coupled with Elantra, the "master of Hua Dan", it is even more worth looking forward to whether the sales banner of 590,000 vehicles of Beijing Hyundai can be realized next year.