just past 2019 for the Dongfeng Yueda Kia, is an important strategic adjustment years. Data show that in December, KIA achieve end retail sales of 31,258 units, the chain surged 42 percentage, in which a new generation Sportage sales of over a million, growth of 61 percentage; a new generation of KX5 sales are up 40 percentage; whole new generation of K3 sales are up 35 percentage. December KIA strategic models (priced at 10 million yuan) sales proportion of 86 percentage restructuring significantly. The year 2019, KIA accumulated sales 289,895 vehicles (which sold 31,190 units in overseas markets), terminal retail 296,387 vehicles, 258,705 vehicles to mention cars. Annual dealer inventories fell 37,700. The end of December to 45,156 units dealer inventory, inventory control than in the benign range of 1.5 or less. Products, the new generation proud run listed the most important national premium package, the implementation of the New Deal a new car, causing a strong reaction of consumers and support, to achieve the first month on the market in December to mention cars 6,155 vehicles, 3,336 retail units, Dongfeng Yueda Kia has successfully created a explosion models star models.
can be seen, because despite the cold automobile market, the product structure adjustment is still not recovered to a satisfactory level in the sales figures, but with the arrival of the new Li Feng, general manager of Dongfeng Yueda Kia, this after several the ups and downs of Korean brand is gradually on the right track. 2020 Haikou International New Energy and Network Alliance Motor Show opening on the eve of the new media vehicles Wei Mr. Li Feng had an exclusive interview, how to listen to his KIA out of adjustment and sort out difficulties, dealers and product lines as well as the future in the new energy market product planning.
priority rationalize channels
Turning to 2019, Dongfeng Yueda Kia’s performance, Li Feng admitted that it was their historically the most difficult period. In addition to the downturn in the auto market by the large environmental impact, Dongfeng Yueda Kia itself is at a critical period of adjustment. In the automotive industry, a professor of management seems to restore the confidence of dealers, is the first step out of the doldrums of the KIA.
“dealers in these past few years, the disorder high targets, high inventory and some market behavior, bringing a decline in dealer profit, down. The confidenceTo policies and measures in the months after the 2019’s which we take, the first is the retail-oriented direction, to decide our entire company’s sales and manufacturing operations. We in auto sales targets assigned fair, just and reasonable terms, and inventory balance has made some major adjustments, which makes all of our target allocation and balance inventory automatically return. “Li Feng introduced to.
” Let the auto retail return to normal inventory back to normal, back to normal operation, so that the dealer for the month, the whole month of this market analysis, sales forecasting, inventory management can be like us OEMs, using the same model to calculate, making both of us, every dealer with this degree of mutual trust between manufacturers to achieve the highest degree of reduction of human intervention such indicators to zero . “
In addition to the focus on new models to market in 2019, KIA and some vendors did not use the usual practice, to develop a variety of hard to dealers in accordance with the purchase index Li Feng own words:.” Distribution right Suppliers do any prescriptive arrangements so that dealers are free to determine its mention cars, sales and inventory, at the beginning of the new car to give him a very large elastic, so that dealers can fully develop their products on the market, awareness of set-off of the front of the car to sell well. “
” This is some time ago, do relatively important one adjustment, after this adjustment dealers also saw hope, that this kind of management is able to make the Kia brand China continues to be a direction dealers and consumers recognized. “He then added. Effect
the actions described above in the channel end is immediate. Inspired by these changes, a number of dormant network back of dealers have asked to restart, in December 2019, Dongfeng Yue Kia sleep up to 22 dealers have returned to the system in the past.
Customer satisfaction is a top priority
[123 ] to adjust the channel must be carried out immediately. and for long-term development of car prices in the current Chinese market, the importance of the user has to be mentioned that a very high level. for this, focus on the long-term development of Li Feng see very clear. “make useThe user can at any time accounted for dealers and manufacturers of cheap, put this as the first creed. Rather than the user to keep the theory that you’re wrong, I’m right. Yes, the user first, how to reflect the user first? Is the user how to say all right, this is the first user. Users never wrong, this is the first tenet, do not go trying to argue with the user, to make all these things as some of the concepts and systems and strategies arrange it. End customers and dealers are our customers, the end customer is the first customer, the dealer is our second customer, the customer first as a top priority. “Li Feng very straightforward and tell their own view of the user.
In such a guiding ideology, Dongfeng Yueda Kia in 2019 after-sales service and enhance the user experience, too, has a series of effective measures .
“our customer satisfaction and customer complaints, caring aspects of the customers, we opened the Call Center 24-hour hotline service, with improved customer complaints closed loop rate based methods to pull the entire 4S shop, sale, including supply chain factories, all aspects of the treatment of these customer concerns sales, service and technical issues, as well as other aspects of customer dissatisfaction felt among car and complaints process. Work on aging and work responsibilities related to internal departments and personnel to prosecute and control. It’s pulling us this response to the client. “Li Feng said
brands to redefine – the young, when yet, Sports, Science and Technology [123 ] “in 2019 we still have several new vehicles to market, but the front for various reasons are not able to start shooting. So in the end, we are proud to seize the opportunity to run the market, either from the product positioning, price positioning, marketing, promotion, or all aspects of market activities, etc., we have been re-sort. “Li Feng said
Since the era of Peter Schreyer, Kia’s brand image can be described as sharp -.. The trend, young, and contains the gene for sports brand in this regard, Li Feng said in the future will be like this the tone of the brand through to every model in the “tone of the brand we insist on four main keywords: young, fashion, sports, science and technology. “Li Feng introduced. For science and technology, Li Feng emphasis interpretation.
TECH Li Feng with the English word to summarize KIA development strategies in science and technology: “The word to use TECH throughout our entire technical arrangements, in fact, opened the four different technology, T is the Turbo, supercharged engine technology; E is our EV, PHEV and HEV these directions; C with our intelligent network and autopilot ADAS these aspects; H is hydrogen, a hydrogen fuel automobile is our TECH by these techniques, in particular. Some black technology in the future on our models show, to improve our models in science and technology, there are now other competing models differentiation., as well as differentiate the company’s differentiation, brand differentiation, product, differences in consumption , service differentiation. “
introduced each year. 1-2 weight
pound models 2020 planning talk, Li Feng admits: “in 2020 we have only two cars, a pure electric version of the K3, and the other is a new generation k5”. Speaking of the new K5, Li Feng looking forward to: “This is a heavyweight models, get in the car who in the world in the past KIA K5 have also succeeded, but later failed in the past how we pass this year. the new K5 of the market, would return once had influence and status. this is not only a new car, the brand, the customer is a thing of great effect. “
Although the future of Dongfeng Yueda Kia will continue to introduce new car, but Li Feng in view, the appropriate slow down the rhythm, every year will focus on key models 1-2 models, do not bite off more than perfection, locking some hot market segments and potential, is the line the effective brand revival initiatives. At the same time, Li Feng also finally revealed in 2022 Dongfeng Yueda Kia will launch its first pure electric vehicle platforms, as well as a MPV models.
New Energy layout: Kia accumulation of technology is very solid
and, like many traditional car prices, KIA also it has a more robust layout of new energy vehicles. In the initial stage, they will launch a pure electric version based on the existing models. Li Feng description: “We and other companies, is now highly concerned about the Chinese auto marketNew energy, in this global leadership. Dongfeng Yueda Kia will introduce a pure electric version of the K3 of this year, next year will launch a pure electric version proud to run. Then we again into a new pure electric vehicle platform. “
In addition, thanks to the brand side years of technical reserves, KIA plug-in hybrid cars is also on the layout.” Of course, along with PHEV fuel vehicles on the base and HEV, which is why we KIA brand technologies reserves comparative advantages of resources, we will gradually in some high-end models, such as K3, K5, KX5 on these models, we have to arrange this PHEV and HEV delivery synchronized, to expand production of new energy products . “Li Feng disclosed.
Finally, the Korean cars Li Feng is well aware of our detailed analysis of the Hyundai-Kia Group’s global deployment and technology in the field of new energy routes interview.” Korean cars this technical route, future with a number of Japanese or closer than even Nissan are even closer to Japanese cars, because you see whether it is from the point of view hydrogen fuel, Toyota, Honda is at the forefront of the world, as well as Hyundai-Kia Group, three It is standing in the front. We are more popular in a PHEV technology will not speak, HEV is Toyota, Honda, Hyundai-Kia Group, which several go in front. In fact, from a global point of view, Korean cars on some of these differentiated technical route, or follow the direction of Japan’s proximity to higher. So we go in this direction to the cards, but also perfectly placed hand, there are resources. “