AutoBeta(AutoBeta.net)08/13 Report--

Speaking of Korean brands, there is still a place in the market. It has been favored by many consumers by virtue of mainstream appearance design and high performance-to-price ratio. However, with the rise of domestic cars in recent years has been a relatively serious impact, sales performance is not particularly good.

And as the market goes down, problems that have been masked by fast-growing numbers have erupted. After 2017, the Korean brand market turned sharply and began a long period of transition and decline.

However, Kia's performance in the first half of this year was somewhat unexpected. According to June data, the terminal sales of Dongfeng Yueda Kia were 30563, up 31.9% from the previous month and 27.3% from the same period last year. From January to June, Dongfeng Yueda Kia accumulated terminal sales of 162679 vehicles, an increase of 0.8 per cent over the same period last year, and this is the first time that it has achieved positive cumulative sales growth this year compared with the same period last year.

From the market performance in the first half of this year, Shao Fengming, head of Dongfeng Yueda Kia Brand Communication Department, said that this is mainly due to a series of major adjustments, and the rebound in sales is inseparable from three major adjustments.

At the beginning of 2019, Dongfeng Yueda Kia put forward a "retail-centric" sales strategy, focusing on dealer cooperation, product research and development and quality control. Adopt a multi-pronged approach to strengthen the system.

Dongfeng Yueda Kia with a new sales strategy guidance, in July, the sixth national emission standards policy switching deadline. Dongfeng Yueda Kia has launched a series of pragmatic policies and measures to help dealers quickly optimize their inventory structure.

At the same time, by providing detailed and powerful professional training for dealers, we can guide dealers to improve their ability, build a comprehensive ability training system for dealers, and strengthen the competitiveness of the sales network.

In addition, in the new car quality survey conducted by J.D.Power in 2019, Kia Motor has an absolute advantage, far surpassing many competitors such as German, American, Japanese and so on, becoming the first brand in the world to be at the top of the list of ordinary brands for five consecutive years, fully demonstrating its outstanding product strength.

Shao Fengming said frankly that brand building was neglected in the past and is now being gradually strengthened. For example, the current Kia technology quality card is to establish a new brand image for consumers belonging to Kia.

Therefore, Dongfeng Yueda Kia also needs to consider how to convey Kia's young, athletic and trendy brand image to Chinese consumers.

And the most important thing is in the product, because good products can bring the most intuitive impact to consumers.

In the first half of this year, Dongfeng Yueda Kia launched a new generation of KX5, a new generation of K3, the product power has been further strengthened, and consumers' goodwill and awareness of its brand are also increasing. Among them, the sales volume of the brand-new generation K3 has rapidly exceeded 10,000 since it was launched in May, successfully extending the appeal of K3 models as star models in the compact car market.

Today, when new energy vehicles are becoming more and more powerful, Dongfeng Yueda Kia will not fall behind. In the second half of the year, Dongfeng Yueda Kia will launch a plug-in hybrid version of K3, as well as a small SUV.

In addition, Dongfeng Yueda Kia combs the product line, and then sets a reasonable price range for each product to ensure a clear distinction between each product, so as to avoid internal fights with each other.

In the first half of the year, the performance of the German system and the Japanese system increased steadily, while the substantial growth of the Japanese system is a rare bright spot. Among them, Germany's market share increased to 23.2% in the first half of this year, up from 21.0% in the first half of last year. The Japanese system increased to 21.5% from 17.8% last year. The share of the American and legal systems has declined, while the Korean system has remained flat.

In the face of market changes, Kia is also constantly adjusting its pace. New energy models will also be promoted in the second half of the year.

At present, Dongfeng Yueda Kia's new energy vehicle product line has begun to take shape, including Vernon 300E, K5 plug-in hybrid, KX3 pure electric version, K3 plug-in hybrid will also be launched this year. Therefore, in addition to Vernon 300E, the latest new energy layout idea of Dongfeng Yueda Kia is to build all fuel vehicle sequences into corresponding new energy versions, including plug-in hybrid and pure electric version. It is reported that the K3 pure electric version will also be available next year.

The prospect of the layout of new energy products such as Dongfeng Yueda Kia still needs to be tested by the market, but at present, its electrification pace is in the forefront of the joint venture brand.

In addition, how to solve the problem of overcapacity is also the primary consideration of Kia.

Dongfeng Yueda Kia has three factories in Yancheng, and if the three factories open at the same time, its annual production capacity can reach 890000 vehicles. But the reality is that due to the decline in sales, Dongfeng Yueda Kia's overcapacity has become a reality.

At present, the operating rate of Kia's three factories in China is only about 40%. Therefore, the adjustment of production structure is also a step that Dongfeng Yueda Kia needs to reflect on.

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