[2020 Guangzhou Auto Show High-end Interview] From November 20th to November 29th, the 2020 Guangzhou Auto Show with the theme of "New Technology, New Life" was officially held. As the last grand event for the automotive industry this year, the Guangzhou Auto Show has attracted many exhibitors at home and abroad, with a total exhibition area of 220,000 square meters and a total of 980 vehicles on display. On the first day of the
auto show, Beijing Hyundai’s deputy general manager and head of sales department Xiang Dongping was interviewed by Dongping, and introduced in detail Beijing Hyundai’s new strategy and new achievements in the year of revival.
Beijing Hyundai's Deputy General Manager and Head of Sales Department Xiang Dongping
joined Beijing Hyundai at the end of March. Now, Xiang Dongping has spent more than half a year in this position. For this experienced marketing veteran, half a year is not a long time, but the experience is not ordinary. In his words, " has many unexpected challenges, and there are unexpected gains ."
Looking back on the development of Beijing Hyundai in recent years, Xiang Dongping said that under the influence of the overall auto market sales decline, sales structure adjustment, and the impact of the epidemic, Beijing Hyundai has indeed encountered great sales challenges. But this year, they began to adjust their strategic direction, "from the original pursuit of sales to the pursuit of brand, from the original pursuit of quantity to the pursuit of quality, and from the original cost-effective route, they must become technology leaders and technological innovators."
Specifically, under the guidance of this new strategy, this year’s Beijing Hyundai will focus on the brand's upward movement, and new actions will continue:
In terms of new products, Beijing Hyundai has launched new models of Festa Pure Electric this year and star models The tenth-generation Sonata and the seventh-generation Elantra.
In terms of new technology, Beijing Hyundai’s new generation models are built on the i-GMP platform, and are equipped with Hyundai’s most advanced CVVD engine technology, SmartSnese intelligence-minded security system, and the intelligent network 3.0 system in cooperation with Baidu.
In terms of new marketing, the "Modern Carnival" event continued to be upgraded to version 2.0, and at the same time, the digital exhibition hall was fully upgraded in terms of channels.
However, as the tenth-generation Sonata and the seventh-generation Elantra went on sale one after another in the second half of the year, there are voices questioning whether its product launches are too intensive. In this regard, Xiang Dongping believes that after the silence on new products in the past few years, both Beijing Hyundai's internal and dealer organizations have made adequate plans for the allocation of marketing resources. At the same time, has completely reversed consumers' inherent perception of Beijing Hyundai products through the concentrated launch of products, which is an important means for them to create a new competitive advantage .
After the previous foundation building and the intensive launch of new products, the data shows that in October, Beijing Hyundai's terminal sales exceeded 48,000 vehicles, an increase of 15.3% from the previous month, setting the best sales record this year. In Xiang Dongping's view, this also means that Beijing Hyundai "is gradually transforming and making breakthroughs from the original trough, and has begun to make continuous progress on the road to achieving a comprehensive revival." According to the product planning of Beijing Hyundai, next year will still be their product year. From the all-new iX35 to a new generation of famous maps, from the fifth-generation Tucson L to Beijing Hyundai’s first MPV, four new models will continue to be launched in a concentrated manner. With the support of the new model, Xiang Dongping said that Beijing Hyundai will also "set a more challenging sales target." But at the same time, this goal is also " is not simply focusing on a sales figure. We are more concerned about how to do well, rather than simply achieving ; what we are concerned about is an orderly and The growth of quality, not the achievement of a simple goal." The following is an interview record:
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11zJoining for half a year, there are challenges and surprises
Automobile Industry and Economics Network: Entering Beijing Hyundai since the beginning of the year, you also spent this position It has been an extraordinary half a year. What do you think of the performance of Beijing Hyundai this year? What feelings can you share with us?
Xiang Dongping: Indeed, there are many unexpected challenges this year, and of course there are unexpected surprises, or gains.
Beijing Hyundai has undergone many tests during this year, including the impact of the continued downward trend of the entire market, including adjustments brought about by changes in the consumption structure of the auto market, including the impact of the epidemic. This year is the establishment of Beijing HyundaiIn the 18th year, we now have more than 10 million users, and we are also a company that has created many legendary records in the Chinese auto market. Now we have indeed encountered some short-term challenges, but we are gradually transforming and breaking through from the original trough, and we have begun to make continuous progress on the road to achieving a comprehensive recovery. For example, in the past October, our sales performance was more than 48,000, which is also the highest sales record this year, creating a 15.3% month-on-month growth. It can be said that our various indicators are gradually picking up. In addition to sales indicators, I think Beijing Hyundai is more of a breakthrough in quality. We used to emphasize Beijing Hyundai's price-performance ratio, but now we emphasize brand and technology. We hope to gradually tear off the cost-effective label and become a technological innovator and leader in the Chinese auto market.
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Beijing Hyundai’s development strategy: uses concentrated new products to completely reverse the consumer’s inherent perception
Auto Industry and Economics Network: If you could use one sentence to summarize the development of Beijing Hyundai in the past year, what should it be?
Xiang Dongping: In a word, Beijing Hyundai wants to go from the original pursuit of sales to the pursuit of brand, from the original pursuit of quantity to the pursuit of quality, from the original cost-effective route, to become a leader in technology and an innovator in technology. This is us. Strategic direction.
Automobile Production and Economic Network: From Festa pure electric, to the tenth-generation Sonata, and then to the seventh-generation Elantra, the launch of three new models this year is a new year for Beijing Hyundai.
Xiang Dongping: Yes, this year is indeed a concentrated outbreak of products. In the new models, our technology has also achieved a comprehensive update, from the i-GMP platform, to the CVVD engine technology, the SmartSnese intelligence-minded security system, to the intelligent network connection 3.0 system we cooperated with Baidu, etc., the new technology is comprehensive breakthrough.
of course also has a comprehensive upgrade of new marketing. Since last year, Beijing Hyundai has held the "Modern Carnival" event, which is now version 2.0. Through technical performance display, innovative interactive experience and other forms, more consumers can experience Beijing Hyundai's high-quality products and hard-core technology up close. In addition, we have also carried out a comprehensive upgrade of the digital exhibition hall.
It can be said that we are working hard to achieve the comprehensive revival of Beijing Hyundai through the concentration and comprehensive explosion of new products, the comprehensive upgrade of new technologies, the comprehensive innovation of new marketing and the comprehensive breakthrough of new experiences.
Automobile Production and Economic Network: This year, when the epidemic disrupted the original product rhythm, it is very difficult for Beijing Hyundai to quickly launch new heavy vehicles such as Sonata and Elantra. However, there is also a voice in the outside world who thinks whether our new car launches are too fast, and will it cause the market to fail to accept it quickly. What do you think for this?
Xiang Dongping: This year, our product advancement speed is indeed a breakthrough in the industry. But for Beijing Hyundai, after we have accumulated for a period of time, whether it is internal preparation, dealer organization, marketing resource allocation, we still have a sufficient response plan.
We hope that through the concentrated launch of products, we will completely reverse consumers' inherent perception of Beijing modern products and create a brand new competitive advantage. At the same time, it also laid a very solid and reliable foundation for the promotion of Beijing Hyundai's entire brand, which is very important. I believe that through the investment of new products and new technologies, Beijing Hyundai will be fully rejuvenated.
Automobile Industry and Economics Network: Judging from the feedback you have contacted, after one year of changes this year, has everyone's impression of Beijing Hyundai changed from inside to outside?
Xiang Dongping: What we have learned so far, including media feedback, consumer perceptions, and dealers’ evaluations, are all highly consistent. Everyone has a feeling of admiration and a new understanding of Beijing Hyundai's current product strength and technical strength.
especially in our entire dealer system, everyone's confidence has increased significantly. At the Guangzhou Auto Show, we communicated with many investors, and seeing so many new products, they are more confident in the future.
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11zLooking forward to next year: pay more attention to how to do well, rather than simply do
Automobile Industry and Economics Network: It is understood that 2021 is still Beijing Hyundai's product year. The new iX35, a new generation of famous maps, the fifth generation Tucson L and the first MPV will all be launched next year.
Xiang Dongping: Yes, this product launch rhythm should be very shocking in the entire automotive industry. There are almost no companies of the same type that have so many products launched in a concentrated manner. And these products have a complete qualitative leap. In addition, compared with competitors, our product configuration is leading in the same level, and we have the ability to become an absolute market leader. Thirdly, this is also a comprehensive surprise for consumers. Many consumers see the tenth-generation Sonata and the seventh-generation Elantra, and they all have a bright feeling. These are all derived from our comprehensive breakthroughs in new products and new technologies.
Automobile Industry and Economic Net: What are your expectations for the development of Beijing Hyundai next year?
Xiang Dongping: First of all, Beijing Hyundai has gradually begun to realize our comprehensive brand rejuvenation. Just introduced our sales data in October, which has fully confirmed our performance.
Looking forward to next year, we will set more challenging sales targets. But as just said, we are not just focusing on a sales figure. What we hope more is to achieve a fundamental change, a qualitative change. Our entire operation needs to be transformed in a more benign, sustainable, stable and growing direction.
For example, we are not simply talking about sales goals with dealers, but about how we can do a good job in the market, how to do a good job in customer service, how to optimize our efficiency and improve our operational quality. We should talk about these most basic and root causes. We are more concerned about how to do well, rather than simply doing it; what we are concerned about is an orderly and quality growth, rather than simply achieving a goal. Of course how to achieve
? As I just said, for example, we have to create a brand new brand image and change consumers' original perception of us. This requires a lot of work, our input, our patience, our perseverance, and our perseverance to push toward such a strategic goal. In the future, we still have a lot of things to do.
Automobile Industry and Economic Net: After the epidemic this year, what are your thoughts on the automobile market?
Xiang Dongping: The century-old automobile industry used to be a relatively traditional field. Now it has ushered in a very huge change, and a lot of innovations are bursting out. Including marketing, we actually see a lot of trends, such as short videos, live broadcasts, and more technical marketing methods. On the one hand, we need to optimize and increase our traffic. At the same time, we now need to talk about user operations and private domain traffic. Pay more attention to the interaction between users and brands, emphasize user participation, emphasize user growth, emphasize user reputation, emphasize user fission, and emphasize value management throughout the user's life cycle.
sometimes feel that there are too many things we can do and too many things need to be done. On the one hand, in the original tradition, we have to build a foundation and optimize the competitiveness of our entire system. On the other hand, when we are transitioning to a new economy, new users, and new technologies, how to use new technologies, new marketing methods, and service methods to create new growth needs to be considered together.
