In the traditional concept, Korean cars were ranked behind the US, Europe and Japan and ranked third in the automotive brand. However, after 1998, Hyundai Motor Co., Ltd. began to use force to target the top five automakers in the world. In order to complete the goal of entering the Second Corps, Hyundai realizes that the Chinese market is crucial. Beijing Hyundai is a latecomer to the Chinese auto market. For the current situation where consumers do not recognize Beijing Hyundai's brand, Beijing Hyundai must break the game. In March, Beijing’s Hyundai, which had just been established for a year, began offering a weapon to cut prices. “We hope to raise Chinese consumers’ awareness of Beijing’s modernization through price cuts. In addition, the purpose of this is to quickly catch up with those who have done well. The brand,†said Li Haohao, deputy general manager of Beijing Hyundai Motor Co., Ltd., when interviewed by this reporter. Three-dimensional packaging In mid-March this year, the price cuts for the new 04 Sonata have attracted widespread media and consumer attention. Li Xiaohao explained that the reason for the deeper level is the decline in the manufacturing cost of Beijing Hyundai and the introduction of a new management model. After the end of the initial stage of simple assembly production, Beijing Hyundai should be considered as the fastest-growing company in the new joint venture brand. Li Xiaohao said that the original monthly production capacity of 78,000 units could not meet the market's demand. Therefore, the market decline is inevitable. For this reason, we worked day and night and actively adjusted the production line. The adjustment of production lines has brought changes to Beijing Hyundai's product supply and capital flow. Users can get more cars, and our costs are down. These will be slowly fed back to the brand's marketing performance. According to a survey conducted by a market-leading authoritative survey agency, Beijing Hyundai Sonata has reached 10% of the same-grade automobile market share, and Elantra 1.8 is also close to 10%, and it maintains a strong upward momentum. This year Beijing Hyundai’s sales target is 130,000, of which Sonata’s sales target is expected to reach 70,000. In the face of this figure, simple price cuts are far from enough. How to make brand appreciation is the key. Beijing Hyundai’s senior executives have also realized this. They admit that Sonata’s brand recognition in China is not high, and Chinese consumers still have concerns about the quality of Korean cars. However, Beijing Hyundai claimed that it had sold more than one year nationwide and had not received any doubt about product quality. The first generation of Sonata was born 17 years ago, and its sales in the world have achieved very good results. Beijing Hyundai is very confident in the quality of Sonata. Li Xiaohao said: "Now the competition in the auto market is not just price competition, but the competition of comprehensive strength, and the brand's influence is one of them. For example, when people buy BMW or Mercedes-Benz, they may value their brand more than just It's just the product itself. Beijing Hyundai will try to increase our overall competitive strength in addition to lowering our price.†Li Xiaohao further explained that although brand value and product sales in the automotive industry are not in direct proportion to the growth, Beijing Hyundai I hope branding and sales can be done well. In order to enhance the confidence of the Chinese market, Hyundai began to publicize its own strength. When the Chairman of the Hyundai Group, Chairman Zheng Mengjiu, visited the modern chairman Wu Bangguo, he introduced: “The Ulsan factory is the single-model vehicle with the highest output and the highest degree of modernization.†South Korea revealed to Chinese media that Beijing’s modern scale will become the second largest factory in the modern era. The degree of modernization will follow the Ulsan Plant and will become the first in China. Zheng Mengjiu had optimistically predicted in Beijing that by 2006, Beijing’s modern production and sales will reach 200,000 units. In 2010, production will soar to 550,000 units. Hyundai promotes its brand through various examples. “Taxis, for example, can be tested by whether or not a car can be used as a taxi.†Last year, 600 LPG Sonata taxis were put on the market, and there is currently no question of feedback. This proves the quality of Sonata from the side. Of course, confidence in the products needs to be maintained with services. Modern inheritance in Beijing is a poor and supportive foundation, as well as a sales team with rich experience and backward system. In order to transform the 4S shop, Hyundai has invested huge sums of money. As of now, Beijing Hyundai has more than 100 4S stores nationwide, and this year's target is to reach 180 nationwide. In order to examine the current situation of the opponent’s network, Li Haohao even personally went to the Honda Store on the Fourth Ring Road in Beijing to find out. With a breath of breath in his modern heart, Li Xiaohao said that as long as the scale is on a further step, there is hope that the Japanese brand will stand in the same army. Typical questions: How do you think about the relationship between brand promotion and product promotion? Which one do you think is more important? Li Haohao: Corporate brand image promotion and product promotion are different. We have not studied much about the marketing strategy of competitive brands, but we are the late entrants to the Chinese automobile market. We hope to gradually promote the brand image of the company through the promotion of modern products for two to three years. Card image.
Beijing Hyundai: Let the price cut enhance the modern awareness of Beijing
In the traditional concept, Korean cars were ranked behind the US, Europe and Japan and ranked third in the automotive brand. However, after 1998, Hyundai Motor Co., Ltd. began to use force to target the top five automakers in the world. In order to complete the goal of entering the Second Corps, Hyundai realizes that the Chinese market is crucial. Beijing Hyundai is a latecomer to the Chinese auto market. For the current situation where consumers do not recognize Beijing Hyundai's brand, Beijing Hyundai must break the game. In March, Beijing’s Hyundai, which had just been established for a year, began offering a weapon to cut prices. “We hope to raise Chinese consumers’ awareness of Beijing’s modernization through price cuts. In addition, the purpose of this is to quickly catch up with those who have done well. The brand,†said Li Haohao, deputy general manager of Beijing Hyundai Motor Co., Ltd., when interviewed by this reporter. Three-dimensional packaging In mid-March this year, the price cuts for the new 04 Sonata have attracted widespread media and consumer attention. Li Xiaohao explained that the reason for the deeper level is the decline in the manufacturing cost of Beijing Hyundai and the introduction of a new management model. After the end of the initial stage of simple assembly production, Beijing Hyundai should be considered as the fastest-growing company in the new joint venture brand. Li Xiaohao said that the original monthly production capacity of 78,000 units could not meet the market's demand. Therefore, the market decline is inevitable. For this reason, we worked day and night and actively adjusted the production line. The adjustment of production lines has brought changes to Beijing Hyundai's product supply and capital flow. Users can get more cars, and our costs are down. These will be slowly fed back to the brand's marketing performance. According to a survey conducted by a market-leading authoritative survey agency, Beijing Hyundai Sonata has reached 10% of the same-grade automobile market share, and Elantra 1.8 is also close to 10%, and it maintains a strong upward momentum. This year Beijing Hyundai’s sales target is 130,000, of which Sonata’s sales target is expected to reach 70,000. In the face of this figure, simple price cuts are far from enough. How to make brand appreciation is the key. Beijing Hyundai’s senior executives have also realized this. They admit that Sonata’s brand recognition in China is not high, and Chinese consumers still have concerns about the quality of Korean cars. However, Beijing Hyundai claimed that it had sold more than one year nationwide and had not received any doubt about product quality. The first generation of Sonata was born 17 years ago, and its sales in the world have achieved very good results. Beijing Hyundai is very confident in the quality of Sonata. Li Xiaohao said: "Now the competition in the auto market is not just price competition, but the competition of comprehensive strength, and the brand's influence is one of them. For example, when people buy BMW or Mercedes-Benz, they may value their brand more than just It's just the product itself. Beijing Hyundai will try to increase our overall competitive strength in addition to lowering our price.†Li Xiaohao further explained that although brand value and product sales in the automotive industry are not in direct proportion to the growth, Beijing Hyundai I hope branding and sales can be done well. In order to enhance the confidence of the Chinese market, Hyundai began to publicize its own strength. When the Chairman of the Hyundai Group, Chairman Zheng Mengjiu, visited the modern chairman Wu Bangguo, he introduced: “The Ulsan factory is the single-model vehicle with the highest output and the highest degree of modernization.†South Korea revealed to Chinese media that Beijing’s modern scale will become the second largest factory in the modern era. The degree of modernization will follow the Ulsan Plant and will become the first in China. Zheng Mengjiu had optimistically predicted in Beijing that by 2006, Beijing’s modern production and sales will reach 200,000 units. In 2010, production will soar to 550,000 units. Hyundai promotes its brand through various examples. “Taxis, for example, can be tested by whether or not a car can be used as a taxi.†Last year, 600 LPG Sonata taxis were put on the market, and there is currently no question of feedback. This proves the quality of Sonata from the side. Of course, confidence in the products needs to be maintained with services. Modern inheritance in Beijing is a poor and supportive foundation, as well as a sales team with rich experience and backward system. In order to transform the 4S shop, Hyundai has invested huge sums of money. As of now, Beijing Hyundai has more than 100 4S stores nationwide, and this year's target is to reach 180 nationwide. In order to examine the current situation of the opponent’s network, Li Haohao even personally went to the Honda Store on the Fourth Ring Road in Beijing to find out. With a breath of breath in his modern heart, Li Xiaohao said that as long as the scale is on a further step, there is hope that the Japanese brand will stand in the same army. Typical questions: How do you think about the relationship between brand promotion and product promotion? Which one do you think is more important? Li Haohao: Corporate brand image promotion and product promotion are different. We have not studied much about the marketing strategy of competitive brands, but we are the late entrants to the Chinese automobile market. We hope to gradually promote the brand image of the company through the promotion of modern products for two to three years. Card image.