Even G-Dragon couldn't save Beijing Hyundai? The domestic brands made a great contribution

How should we describe Beijing Hyundai's 2017? If we say it's good, it's fine. They achieved sales of nearly 820,000 vehicles in 2017, and their cumulative sales exceeded 9 million vehicles, and their goal of becoming a joint venture automaker is within reach. (Public account: x91play) If we say it's sad, it's also not wrong. After all, before 2017, Beijing Hyundai's sales had exceeded one million vehicles for four consecutive years.

I'm afraid that Beijing Hyundai, knowing the truth, can't laugh now. At the beginning of 2017, Beijing Hyundai confidently set a sales target of 1.25 million vehicles, which was a 9.6% growth rate compared with 2016. However, in May 2017, Beijing Hyundai only achieved sales of 35,000 vehicles, a 65% drop compared with the sales of 100,000 vehicles in the same period last year. In the first five months, Beijing Hyundai achieved a cumulative sales of 266,200 vehicles, a year-on-year decline of 37.4%.

Although Beijing Hyundai achieved its annual target of 1.12 million units with a sales volume of 1.14 million units in 2016, the company had a tight layout of new cars in 2016, and the sales volume exploded in the last two months when the purchase tax on small-displacement models was halved. It can be said that the sales volume in 2017 was used to fill the gap in 2016. Can the gap in 2017 be filled in 2018? No, the purchase tax preferential policy has ended, and Beijing Hyundai must also lower its sales target.

The development of its own brands has caused Beijing Hyundai great suffering

In the early days of its establishment, Beijing Hyundai seized the market with "speed", quickly completed product introduction and capacity construction, and quickly took root in the Chinese market. For a long time, Beijing Hyundai was among the fastest-growing automobile companies in the country.

The reason for such an achievement was mainly because in the market context at that time, domestic brands were not yet established, and joint venture brands were too expensive, such as German Volkswagen and Japanese Toyota. Beijing Hyundai was priced lower than other joint venture brands and ahead of domestic brands in configuration. In such a market environment, Beijing Hyundai's products appeared to be very cost-effective.

However, with the development of domestic brands, they not only have an absolute advantage in price, but also surpass Beijing Hyundai in configuration. In addition, other joint venture brands have cut their prices. In this case, will people still buy Beijing Hyundai cars? Those who have money buy other joint venture brands, and those who don’t have money buy domestic brands. It can be said that from then on, the good days of Korean cars have come to an end. In the eyes of many consumers today, domestic brands and Korean cars are almost equal.

Please Quan Zhilong = not confident

Generally speaking, after a new generation of a car model is launched on the market, the previous generation of products will be discontinued soon. However, Beijing Hyundai has a product layout that includes four generations of Elantra, ELANTRA, Langdong and Elantra. The inefficient product matrix also wastes production capacity and a lot of production costs, which also plants a time bomb for future development.

At the same time, in terms of brand promotion, Beijing Hyundai relies heavily on popular Korean idols, such as G-Dragon. At the 2016 Beijing Auto Show, after the news of G-Dragon's visit to the Beijing Hyundai booth was released, countless girls came. It is said that on that day, the Beijing Hyundai venue was blocked. (Official account: x91play)

Although Korean Oppa has many fans in China, can these crazy fans become Beijing Hyundai car owners? (Official account: x91play) Can it be converted into Beijing Hyundai's sales? Obviously not. Moreover, Beijing Hyundai has fallen to the point of inviting G-Dragon to the platform, which also shows how unconfident it is. At this time, Beijing Hyundai can still blame THAAD. Indeed, after the outbreak of the THAAD incident, South Korea's economy has declined. The Korean airports that used to receive domestic tourists were bustling, but now they are empty.

But if you say that, the French will not be happy. Before the 2008 Olympics, there were also French radicals who damaged the Sino-French friendship. French car sales were indeed not good that year, but it had nothing to do with this incident, because they have always been selling poorly. Look at Beijing Hyundai now, it is the same, sales have been average in recent years.

Of course, Beijing Hyundai will not sit still and wait for failure. In 2017, it also launched a number of new products, such as the new CELESTA, the new Reina and the new Verna RV. Among them, the Beijing Hyundai ix35, which starts at 119,900 yuan, sold more than 10,000 units in its first month on the market. In terms of brand promotion, Beijing Hyundai also gave up the Korean Oppa and used the local star Hu Ge as its spokesperson at the 2017 Shanghai Auto Show.

It can be seen that after falling, Beijing Hyundai also felt the pain and started to do something to adapt to the Chinese market. However, it increased sales by lowering the price range. Although it has a price advantage compared to other joint venture brands (official account: x91play), this has invaded the territory of domestic brands. Are rapidly developing domestic brands like Geely, Great Wall, Changan and GAC Trumpchi just vegetarians?

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.