The brand upgrade problem left by Beijing Hyundai in the Li Feng era was not only relieved after the baton was handed over to Liu Zhifeng, but it became more and more intense. The role of the beach tent: in outdoor activities it can shelter from the wind and rain, prevent reptiles from entering, pop up beach tent,beach sun shelter tent,tent for beach,baby beach tent,beach shade tent Ningbo Autrends International Trade Co., Ltd. , https://www.autrendstents.com
According to the sales data of the first seven months of this year, Beijing Hyundai's second-named “middle-class car†has achieved the expected success, and its sales have successfully advanced into 10,000 clubs, but the Sonata 8 sales that are positioned higher than the famous figure are responding. And down, it has fallen to the edge of 3000-4000 vehicles. Another new Shengda, which is also aimed at upgrading the brand, is also difficult to break through the “internal consumption†of domestic and imported products.
Some insiders have said that Beijing Hyundai’s brand upgrade strategy for many years has already fallen short in reality.
Acting sales of a modern private dealer group in Beijing Hyundai told reporters, "It seems that Beijing Hyundai is only standing in the mainstream A-class car market, in the two-tier market of B-class cars and B-class SUVs can be successful There are still large variables. Even though Sonata 8 has sold 10,000 vehicles a month, the brand of the B-class car market in the north is not stable. One of the examples is that the more cost-effective maps are listed, and the Sonata 8 sales are directly sold. Hit it down.
In the first half of 2014, the sales volume of Beijing Hyundai's flagship car, Suo Ba, was 32,900 units, down 38% year-on-year; in 2013, the sales volume of Suo Ba was 104,700 units. As a result of the soaring sales of Suo Ba, in addition to the product's own update cycle, the main reason is that its sister product name map has eaten most of the sales. “The famous figure is more cost-effective, and it has swallowed a lot of customers.†The above dealer told reporters.
For the senior executives headed by Liu Zhifeng, sales and branding are always a difficult problem to balance. At the moment, Beijing Hyundai's dealers are still facing huge sales quota pressure. "Objectively, we also want to sell more high-end cars, which is of great benefit to profits, but for now we must push the car with higher cost performance and complete the indicators to obtain subsidies." The above dealers said that the completion of sales is now One person.
Increment does not increase income This is the best era, but also the worst era. For Beijing Hyundai dealers, this feeling is particularly obvious.
On August 13, Beijing had a rare good weather. A modern Beijing 4S shop in Chaoyang District is in the market, but the manager of this 4S shop is not happy. “Looking at the volume of transactions every month, but we are not making money at all, we are always losing money.†The manager of the above 4S shop told the Economic Observer.
This is contrary to people's basic common sense. Generally speaking, it is much more profitable to sell. One of the reasons for this anomaly is that Beijing Hyundai, which is mainly "cost-effective", has attracted a large amount of profits in sales through sales, which has swallowed up a large part of the profits of dealers. For Beijing Hyundai, it has created the secret of “the speed of the Northâ€, which is attracting consumers through large-scale profit-making in sales, which has swallowed up a large part of the profits of dealers. For Beijing Hyundai, it has created the secret of “the speed of the Northâ€, which is becoming the biggest obstacle to the brand after the accumulation of quantity.
In fact, the idea of ​​price-changing has been running through Beijing's modern marketing strategy.
For example, Beijing Hyundai's flagship car, the eighth-generation Sonata (referred to as Suo 8), the official guide price is 181,900-22,500,000, but at this price, it is difficult to obtain the market. "After listing, prices began to drop, and the price cuts have remained at around 40,000." The dealers told reporters. Even the mid-to-high-end car maps that were newly listed last year had to attract more than 10,000 yuan to attract customers. In the Asian Games Village and other hypermarkets, Beijing Hyundai's second-level agents have used the “sales of 70,000 yuan†advertisement to attract customers with 2.4-displacement top-of-the-line.
Beijing Hyundai has succeeded in creating a successful case of the flagship car eight by relying on the method of upgrading the brand first. "In the past, Beijing Hyundai made a big bet, using price cuts in exchange for rapid sales increase. If it is not successful, it is likely to collapse. Fortunately, the sales of Suo Ba went up." A dealer group chief told reporters.
Moreover, the user base of the Korean car also determined that it is difficult for Beijing Hyundai to hold the price front. "Overall, it is mainly based on low-priced cars, and many users who are independent brands come to replace them." Another Beijing-based modern 4S store manager in Beijing told reporters. Even the first time users of cars are younger, generally under the age of 30, these two customers have a particularly high price/performance ratio for the car. In the words of the salesperson, in order to successfully "take down" such customers, you must give up real money.
Brand upgrade problem As one of the fastest growing car companies in China, Beijing Hyundai, established in 2002, is the shortest car company in China with a cumulative sales of 1 million vehicles. In less than 12 years, the cumulative sales have exceeded 5 million. . In 2013, Beijing Hyundai's annual sales reached 1.03 million units, an increase of 19.76% year-on-year and a market share of 7%.
Relying on the ultimate killer of “priceâ€, Beijing Hyundai successfully climbed the sales volume and achieved the goal of entering the first camp of the joint venture brand. So far, Beijing Hyundai still maintains its fourth position. However, along with the enviable "Northern Speed", it is difficult to make a substantial breakthrough in the Beijing modern brand upgrade problem.
The sales dilemma at the moment of Xinshengda is very telling. At the beginning, Beijing Hyundai was able to position the SUV, which is positioned as a "full-size, T-power", so that the hot-selling Tucson and ix35 have cut prices and made way for the new Shengda. After the amount reached a certain level, I hope to enhance the brand, so I launched a new version of the imported version of the new Shengda - this is significantly different from the general car companies' first introduction of imported cars to test the water and then domestically.
In addition, due to the serious “internal consumption†of domestic and imported products, the imported new Shengda has not opened enough price buffer zone with the domestic version of the model, and the cost performance is much higher than the domestic version. This has led to the “competitiveness†of consumers who have been criticized by consumers after their listing. Data show that in the first half of 2014, Beijing Hyundai Xinshengda sold 37,517 vehicles, compared with 34,577 vehicles in the same period last year, a growth rate of only 9.1%. Against the background of the rapid growth of China's SUV market, the market performance of Xinshengda is obviously not satisfied with the high level of the North.
In the car market, which is more important in the high-end market, Beijing Hyundai has also fallen into the same situation.
The original intention of Beijing Hyundai is that Suo Ba and the famous figure complement each other in the high and low positions, and grasp the middle and high-end car market between 130,000 and 230,000. Objectively speaking, such a product arrangement has indeed brought a high popularity to the famous map. The monthly sales volume of the famous map has suddenly broken through 10,000, and the drawback is that the map with the European version of the platform is more cost-effective, and has swallowed the eight. The customer caused the sales of Suo 8 to decline rapidly and lost the high-end position.
“Korean cars are sensitive to prices all the time, customers are easy to lose, and the success of Suo Ba depends mainly on huge offers.†According to industry insiders. Compared with competitors, Beijing Hyundai still lacks confidence. In addition to the strategic plan of 1+1=2, and the new ix35, which has been restless, the sales volume has also declined. "If you have money, you can buy Toyota Volkswagen." The operator of a modern Beijing store in Asia told reporters.
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