Over the past two or three years, the pattern of China's auto market changes, the success of the layout of the enterprise, determines the future of China's auto market in the great conversion. No brand can enjoy it. Volkswagen's market advantage is the sudden scandal made notorious, Audi, BMW in the high-end car market advantage by other car companies struggling to catch up ... ... these market advantages of the brand are experiencing market difficulties, not to mention other brands.

As a three consecutive year of production and sales breakthrough million car prices, Beijing Hyundai ushered in the millions of times, but it is the same as other car prices, also facing a huge challenge. In the increasingly harsh competitive environment, how to achieve after a million breakthrough, as placed in front of a major issue in front of Beijing. And through the Beijing auto show on the layout of the product and technology, Beijing Hyundai for the layout of millions of units have been beginning to take shape - after the challenge of 2015, Beijing Hyundai is to return to the mentality of re-starting, but also in 2016 Year down five children, opened the next step in the business strategy.

Chess one: accept the first episode, strengthen the breakdown of product layout

In recent years, with the Chinese auto market speed down, car prices ups and downs, by one or two hot products, has been insufficient to support the performance of the enterprise market. Beijing Hyundai as a mainstream home car manufacturers, in a number of market segments have a very competitive products, but to achieve after the 1 million breakthrough, the need is more sophisticated, more detailed, more reasonable product layout.

The past two years, Beijing Hyundai in the product structure, import volume and market segment initiatives, impressive. In particular, the rapid growth of the SUV market, the formation of the joint venture brand in the most abundant four product portfolio, but in the inherent advantage of the C-class car market, the performance of 2015 has dragged his hind legs.

Although the car market has slowed down the growth rate, but still maintain the largest market segments, but also enterprises can not be added to increase the market. This year Beijing's modern focus will return to the car market. At the end of March to launch a new generation of mid-size car after the move, the Beijing auto show, Beijing Hyundai once again high-profile small cars accepted the first appearance. As a new member of the Verna family, in the appearance, power and other aspects are more to meet the needs of young consumers, after listing, the rear Verna family of Rena composed of dual-car combination, to further strengthen the small car market NO.1 position.

From the introduction of acceptance, but also to see the Beijing Hyundai on its product line of combing, and product layout strategy of the breakdown of the transformation. Through the three car brands to comb, to seamlessly link the product matrix to meet the different needs of consumers at all levels of products. Sonata brand emphasizes high-quality product positioning, by the name map, cable nine, cable nine mixed main in the high-level automotive market; Elantra brand by the lead and Long moving with product performance and cost advantages, the main mid-size car market; Verna brand by Yue Na and Rena together with the main boutique small car market, relying on the design and product force to meet the needs of young consumers car. Three car brands will be with the SUV four products together, for millions of sales on the scale of the breakthrough, lay a good foundation.

Pawn two: cable nine unveiled technical strength and then upgrade

As we all know, Beijing's modern products for a long time, to the consumer formed a very deep impression, is "cost-effective." However, car companies are constantly in technology, powertrain upgrade, consumer technology, control the quality of the requirements are getting higher and higher. After the millions of times, whether in technology and product characteristics to form a new breakthrough, as the core of product and brand support.

In the previous Beiqi Group Chairman Xu Heyi and Beijing modern high-level interviews, they are introduced Hyundai in the technological innovation on the great progress. Thanks to the modern car in the world, in particular, want to enter the European market to a greater extent on the new product technology and control the quality of the carving and efforts.

In fact, Beijing Hyundai has begun to benefit from the modern car technology upgrade, from the ninth generation of Sonata, the new Tucson, led the newly launched products, has been able to perceive the Beijing Hyundai in the product characteristics of the "Europeanization" orientation.

The Beijing auto show, Beijing Hyundai show the ninth generation of Sonata mixed models, but also let people see the Beijing modern energy in the field of new energy and layout. It is one of the "most advanced hybrid systems in the industry" TMED system, not only the world's first in the hybrid system equipped with GDi engine models, while using compared with competing products more technologically advanced lithium battery. 2.0GDi engine power to 115kW / 189N • m, can be independent or with the motor drive the vehicle, at the same time, the motor can not only start and stop the engine and vehicle drive, but also can achieve the recovery of braking energy, effectively enhance the vehicle driving range. As a result of the parallel structure, the power of the Ninth Generation Sonata is free to switch between the engine and the motor, resulting in a better balance between fuel consumption and power.

In the field of new energy, Hyundai Motor has a wealth of technical reserves, in the Beijing auto show, Hyundai Motor also officially launched for the new energy field IONIQ exclusive brand. In addition to HEV, this new energy brand will also include new technologies such as PHEV and EV, and other new technologies. In the modern car's technical reserves for endorsement, the future of Beijing Hyundai will be more new energy automotive products made in China. In this year's official launch of the nine hybrid version, is expected to be in 2017,2018 two years launched pure electric, plug-in hybrid new energy products.

Beijing's modern planning, in the next 5 years, sales of new energy vehicles to account for 10%. New energy and small displacement turbocharged technology breakthroughs, will become the Beijing Hyundai after one million breakthrough in one of the important support.

Pieces three: Cangzhou factory production capacity in the fourth quarter usher in a new breakthrough

As we all know, Beijing Hyundai is a fast-growing business. Over the past few years has been trapped capacity is insufficient, only 1.05 million planned capacity, making its space is not big maneuvers. The next step in the size of millions, must have a reasonable, adequate capacity reserves.

In addition to Beijing, Beijing's modern investment in Cangzhou factory, will be put into operation in the fourth quarter of this year, the Beijing auto show on the first arrival of the upcoming production by the Cangzhou factory. When Beijing's modern production capacity will be raised to 1.35 million; and the western Chongqing plant will be put into operation next year. The future of Beijing's five modern factories will solve the long-term bottlenecks of Beijing's long-term production capacity to 1.65 million total capacity to form a large form of North-South layout, which is Beijing's modern breakthrough after the basic protection of one million, will help Beijing Hyundai The national automobile market to control the ability to explore the potential of the four five-tier cities to increase the room for the difficulties of the automobile market.

Pawn four: 8 million user era to enhance the comprehensive system of force

Beijing modern scale has been for three consecutive years up to one million, continuous million on the scale, to find a larger living space, brand promotion, accurate and effective products, marketing efficiency, dealer management, new energy layout, are Must have lean management and good system capacity to do support.

To the second half of this year, Beijing Hyundai total users will break through 8 million, how to enhance the existing user experience and reputation, and fully tap the user's second purchase potential, is a new test of modern customer service system in Beijing. On the other hand, in the face of the rise of the four five-tier urban spending power, and the trend of younger consumers, Beijing Hyundai is also thinking about new channel management and marketing communication. In terms of cost, it is understood that the future of Beijing will join the modern automotive global procurement platform, the advantages of channel collection, and enhance cost control, so as to further strengthen the original cost advantage of Beijing Hyundai.

Lead the listing, the Beijing executive vice president Liu Zhifeng accepted the interview when the media that the car market is no longer the past who fight the strengths and more stages, but to see who is not a short board, is the ability of the integrated system of competition. After the 2015 dilemma, re-starting the Beijing Hyundai, in the brand, product, marketing, production and other aspects of the preparation and promotion has been further.

Pawn five: layout marketing, passing "innovative technology vitality" brand connotation

In the product layout, technology and other aspects of the overall direction of force, and continuously enhance product strength at the same time, Beijing Hyundai after millions of times there is one of the most important goal is to achieve a breakthrough in corporate brand power. How to modernize the evolution of the product in Beijing, in the technical innovation, passed to more consumers, establish a new image of the enterprise, which requires not only the superior product strength, but also the need for accurate brand marketing.

On the one hand, in the face of the rise of the mobile Internet and the growing tide of the mainstream consumer groups, Beijing Hyundai to speed up the product of the Internet, sales of Internet and service Internet rhythm, through intelligent vehicle interconnection systems and other intelligent technology in the popularity of models , To maximize the user's mobile interaction habits; through multi-channel sales platform to meet the user's spending habits change; through online maintenance platform, BlueMembers customer service system, to the user service mode on the Internet to try.

On the other hand, with the innovation, the vitality of the elements into the modern brand connotation of Beijing, Beijing Hyundai in the marketing of innovation will also continue to start. Beijing auto show, whether it is the endorsement of human rights Zhilong again detonated the attention of new cars, or the European Cup, Rally and other elements of the show, all pass the brand's vitality. This year, in addition to involving the European Cup, marathon and other international events, Beijing Hyundai will also hand sweat and other activities, the young, energetic content in the end.

Do not forget the original heart, return to the origin. In the face of the millions of times that have come, Beijing Hyundai has been in the product, technology, production capacity, comprehensive system strength and other aspects of the precise layout, at the same time, "innovation, technology, vitality," the new brand connotation is also being injected into the enterprise Of the gene. And these, it is a million car companies to seek the second leap in the lifeblood. Million steps above, Beijing Hyundai is ready.