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South Korea Hyundai Kia Motor Co., Ltd. chose to appoint a Chinese senior executive Li Feng when its market competitiveness regressed in China. Li Feng took office for four months, first at the dealer level to make adjustments. A few days ago Dongfeng Yueda Kia held a dealer investor forum in Shanghai, hoping to promote the growth of automobile sales by optimizing channel operation. After the exchange at the meeting, 22 retired and dormant dealers finally signed a restart agreement.

"At present, there are many problems accumulated by enterprises for a long time. Everyone's mood is very complicated and anxious. This needs us to face and break through together." Dongfeng Yueda Kia general manager Li Feng said so.

Li Feng also proposed six aspects to optimize dealer operation strategies: first, to achieve a high degree of openness, fairness and transparency in basic rules; second, to establish retail-oriented operation rules and gradually transition to BTO order system (Products are produced according to customer orders and made according to users 'needs); Third, establish a hierarchical management system to encourage dealers to continuously strengthen their own capabilities; Fourth, implement allocation according to ability, and the superior resources tend to be more capable and confident dealers; Fifth, implement the new car new policy, and allocate vehicles according to the proportion of the submission plan; Sixth, like the new but not tired of the old strategy, and do not give up the current model when the new car is listed.

Li Feng has 20 years of experience in the automobile industry and has worked in Beiqi Foton, Chery, Beijing Hyundai, Beiqi Group, Baoneng Automobile and Qoros Automobile. In September 2019, Hyundai Kia officially appointed Li Feng as Vice President of Hyundai Motor Group (China) and General Manager of Dongfeng Yueda Kia, which is also the first time that the Group has appointed Chinese CEO for Dongfeng Yueda Kia, a joint venture company.

After taking office, Li Feng was mainly responsible for managing Kia Motors 'local production, sales, planning and other businesses in China, leading Dongfeng Yueda Kia to boost its performance in the Chinese market.

Kia Motors said that this will enable enterprises to respond more quickly to local market conditions and will strive to improve the competitiveness, marketing capabilities and customer service quality of the Chinese market in the future.

Entering 2019, the cold winter period of the automobile industry is becoming more and more prominent, and automobile enterprises and dealers are also facing profit difficulties. Due to the decline in sales volume of new cars and the inability to sustain operations, many depressed brand dealers choose to withdraw from the network or switch to other brand sales. The continuous decrease of dealers also makes automobile enterprises face the problem of market terminal coverage.

Dongfeng Yueda Kia general manager Li Feng chose to restore the dealer's market coverage first, reflecting the enterprise to boost performance at present, the role of dealer channels is increasingly prominent.

Since the beginning of this year, Dongfeng Yueda Kia has successively launched the intelligent running 1.4T model, the new KX5 and the brand-new K3, and accelerated the layout of new energy vehicles. However, the decline of brand and product competitiveness has kept sales in a depressed state.

According to the association data, Dongfeng Yueda Kia sold 23426 new vehicles in November, down 41.5% year-on-year. From January to November this year, the cumulative sales volume reached 264616 vehicles, down 16.9% year-on-year. With once achieved 650,000 sales peak in China, Dongfeng Yueda Kia still has a big gap.

Dongfeng Yueda Kia has been printed with cost-effective labels by consumers, and its appearance and product strength also have good performance. However, in the face of rapid market changes and intensified competition in recent years, Dongfeng Yueda Kia appears to be at a loss. Many main sales models are crowded out by the market, and the market position and brand strength are not as good as before, resulting in a rapid decline in sales volume. Now in addition to restoring dealer layout, it is more necessary to improve product competitiveness. Dongfeng Yueda Kia still has a long way to go.

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