Home >

Forge Ahead For 18 Years, Expand Wings And Fly High In The New Era

2020/12/31 9:48:00 0

Flying HighNew Era

2020 is the "turning point and breakthrough year" for Dongfeng Yueda Kia to return to the mainstream track. The sales volume of the company has risen against the trend, with steady growth: the sales proportion of models below 100000 yuan has dropped from about 60% to about 20%, and the product profit and brand image have shown a clear reversal trend; since the launch of Kaiku (K5) in September this year, it has the difference of "outstanding appearance, strong motivation and intelligent appearance" Its advantages are widely favored by generation Z users and continue to sell well after listing.

Depend on each other and forge ahead. After 18 years of hard work in China, Dongfeng Yueda Kia has launched more than 30 new models from Qianlima to furidi, zhipao and K5. Its products cover the full range of passenger cars. 5.8 million Dongfeng Yueda Kia cars manufactured in Yancheng have been running all over Shenzhou, achieving sales revenue of more than 580 billion yuan, paying taxes of 58 billion yuan for local governments, and providing jobs for 100000 employees Nine joint venture passenger vehicle enterprises with a volume of 5 million vehicles are also the leading automobile enterprises in Jiangsu Province and the mainstream automobile manufacturing enterprises in China.

The future has come, and time waits for no one. The wave of great change and innovation has come to China's automobile industry. On the one hand, market competition, meeting in a narrow way and fighting hand in hand has become the norm; on the other hand, industrial restructuring and restructuring make opportunities and crises coexist.

Focus on the future and fly high. In September, Dongfeng Yueda Kia officially released the medium and long-term strategic direction and development vision for the new decade at the 16th Beijing International Automobile Exhibition, laying out a new blueprint for development with a new attitude towards the future.

Li Feng, vice president of Hyundai Motor Group (China) and general manager of Dongfeng Yueda Kia, said that relying on Kia global "plan" S "strategy, Dongfeng Yueda Kia will take" one body, three wings "as the action plan, focus on" tech "strategy, create differentiated advantages, accelerate transformation and upgrading", realize nev business switching by 2025, realize nev's leading position in new energy by 2030, and the proportion of new energy sales will exceed 30%.

"Plan s" strategy starts transformation in the new decade

At the 18th Guangzhou International Auto Show, Dongfeng Yueda Kia's best-selling SUV, smart run ace, made its debut, and formed a brand-new star matrix with the global models of K5, Kia's fourth generation Jiahua, the new generation of Aoran and the new generation of kx5, showing the new status of Dongfeng Yueda Kia brand and the line under the blueprint plan of the new decade Motivation.

Since the beginning of this year, under the leadership of Li Feng, Dongfeng Yueda Kia has broken through the problem of consumption upgrading and brand polarization, started to clarify the product line, adjust product strategy, reshape brand image, realize comprehensive transformation from product positioning to marketing service, and inject strong momentum into its return to the mainstream "track".

At the beginning of 2020, Kia headquarters of South Korea released the future strategy "plan s (shift)" strategy, focusing on the launch of special electric vehicle platform, and committed to the two core future transformation of "electric vehicle and mobile travel".

Under the guidance of this strategy, Dongfeng Yueda Kia has determined the strategic direction and development blueprint for the new decade in combination with the actual situation of China's market: achieve nev business switching by 2025, realize nev's leading position in new energy by 2030, and the proportion of new energy sales exceeds 30%.

To this end, Dongfeng Yueda Kia carried out a series of deployment, which Li Feng called the "one body, three wings" action plan.

Among them, "integration" refers to Dongfeng Yueda Kia will take star models as the main body, realize the company's brand and market upgrading, and increase market share.

"In the future, we will no longer launch new models less than 100000 yuan, no longer launch derivative EV, all adopt the dedicated e-gmp platform, and launch a heavy model every year, all of which are high-quality and high-grade star models."

The "three wings" refers to taking new energy as the guide to cope with new undertakings in the future, promoting integration into globalization with overseas export strategy, and building differentiated cost competitiveness through supply chain optimization.

Facing the challenge of "new four modernizations" in the industry, Dongfeng Yueda Kia has also put forward various phased goals.

For example, we will focus on the implementation of the "tech" strategy, and gradually launch new technologies and new models with a sense of value and competitiveness, which will be realized in 2025: 100% of the engines of mass production models are equipped with supercharging and the world's original cvvd technology; the sales proportion of pure electric vehicles will reach 18%; the intelligent Internet application will reach 80%, the application proportion of ADAS intelligent driving system will reach 60%, and the L4 class unmanned driving will be put into mass production All models are equipped with hybrid system.

In terms of new energy, the proportion of pure electric vehicle sales will reach 18% in 2025, which will be transformed into new energy vehicle enterprises; in 2030, the proportion of new energy vehicle sales will increase to more than 30%. In order to achieve this goal, it is planned to launch a pure electric vehicle every year from 2022. New hybrid models will also be introduced in 2022.

Not only has the goal, the action has already taken place. As early as 2018, Dongfeng Yueda Kia officially released its "going out" strategy. In 2019, it exported 31200 complete vehicles, ranking first and second in the proportion and total volume of export sales respectively, demonstrating the strength and confidence of made in China to the world. It is estimated that by 2025, the number of vehicle exports will exceed 100000.

Focus on brand reconstruction of generation Z and discover "young Kia"

On December 10, the national finals of "2020 fox friends national school flower competition" sponsored by Dongfeng Yueda Kia were held in Beijing. In addition to the opportunity to play in Sohu's homemade drama, the top five winners won Dongfeng Yueda Kia new generation of Aoran automobile award with their high popularity.

While clarifying the strategy and changing the products, Dongfeng Yueda Kia has reconstructed its brand to enhance its appeal to generation Z. The title sponsorship of "2020 fox friends national school flower competition" is an important part of brand innovative marketing for young groups.

At the beginning of this year, Dongfeng Yueda Kia released its brand fashion strategy, and signed 10 school flowers to act as brand image ambassadors of Dongfeng Yueda Kia. From shooting fashion blockbusters and creating creative posters such as 520 Advertising Festival, to appearing on auto show booths, participating in store search live broadcast and participating in "coming to Asia together" small program fitness and clock in, Dongfeng Yueda Kia has set up a stage for generation Z to jointly transmit the positive energy of young people.

In terms of marketing, Dongfeng Yueda Kia has also entered the social circle of generation Z with innovative marketing methods.

At the beginning of K3's listing last year, Dongfeng Yueda Kia cooperated with Kaixin Mahua to launch the comedy short film "happy gallop"; during the double twelfth period of last year, it invited the webcam anchor to carry the goods live in the way of exploring stores; created official numbers in live app such as shuoyin, so that the sales consultant could become the live carrier of online popularity

Before and after the launch of Kaiku (K5), from overseas version appreciation to online technology release, from design appreciation to cvvd analysis, Dongfeng Yueda Kia has been renovated and high-quality points have been constantly improved. Innovative playing methods such as "k-pose national challenge" and "your excellent national spokesperson audition" not only let young people enjoy it, but also let Kaiku (K5) refresh the platform traffic. The number of "you're excellent" on the tremolo alone reached 2.65 billion, becoming an official annual case.

Through the marketing mode of adding optional package, Kaiku gives consumers the maximum choice. In addition, policies such as "package price" and "life-long maintenance and warranty" have effectively lowered the threshold of car purchase, making it easier for young people to have dream cars.

It is reported that, based on its outstanding product strength and innovative playing methods in-depth of generation Z, the K5 has been selling well since its launch in September, among which the 2.0T model is even more popular.

Service upgrade again "customer first" to create a winning hand

In the stock market with intensified competition, service has become the key to success.

On November 5, J.D.Power 2020 China automobile after-sales service satisfaction study (CSI) was officially released. Dongfeng Yueda Kia ranked first in the mainstream vehicle segment market with a total score of 779 points, ranking the first for two consecutive years and the top five for eight consecutive years.

This research report covers 32702 car owners in 70 cities in China, involving 50 automobile brands. It comprehensively measures the after-sales service performance of automobile enterprises from six dimensions of service appointment, reception and diagnosis, service facilities, service value, service quality and service team, so as to objectively and comprehensively reflect consumers' satisfaction with after-sales service of automobile brands. Under such strict evaluation standards, Dongfeng Yueda Kia has been widely recognized by consumers, thanks to its continuous efforts in improving the quality of after-sales service and satisfaction.

It is reported that Dongfeng Yueda Kia has a sound and convenient after-sales service system, with more than 400 service networks covering 246 cities. It also provides call center 24-hour hotline service to timely respond, quickly and efficiently solve users' problems in sales, service and technology. At the same time, Dongfeng Yueda Kia has also laid KDS remote technology diagnosis system in the terminal network to provide fast and accurate technical support for the front-line after-sales personnel.

Hardware in place, software is no inferior.

On the one hand, with the help of after-sales service skills competition and other ways, continuously improve the service level and professional ability of front-line personnel.

On the other hand, all kinds of timely customer care reposes the strong affection of the enterprise.

For example, in the face of the sudden outbreak of the new crown, Dongfeng Yueda Kia first launched the "love new and continuous" plan in China, so that users who buy cars by stages and those who like to "taste fresh" can directly benefit from it. At the same time, we will provide special care to police, medical staff and car owners in Hubei Province who participate in the anti epidemic campaign; at the same time, we will replace cn95 air conditioning filter element for customers free of charge, and provide disinfection and sterilization measures in the car, so as to continuously improve customer care through innovative services.

It is worth mentioning that on September 10, at the commendation meeting of social responsibility of Chinese automobile enterprises and heroic spectrum of China automobile war "epidemic" held by China automobile daily, Dongfeng Yueda Kia has invested a lot of manpower, material and financial resources to participate in epidemic prevention and anti epidemic work, and has given full play to its advantages to provide material support for the anti epidemic campaign and obtain the "excellent anti epidemic" action force "Enterprise".

With the "customer first" business philosophy to create a service system to win consumer recognition, Dongfeng Yueda Kia customer-oriented, to provide customers with real temperature service, to bring maximum service value to users.

Public welfare does not stop, car life is more wonderful because of you

On November 13, 2020, the third Beijing responsibility exhibition of "uniting one's strength and sharing responsibility" sponsored by the Chinese Academy of Social Sciences and the China social responsibility hundred forum was held in Beijing.

Dongfeng Yueda Kia released Dongfeng Yueda Kia's 2019 social responsibility report "making automobile life more wonderful" at the meeting, which was the fourth responsibility report continuously released since 2016, and won the evaluation of "five star report", the highest star rating of the Academy of social sciences.

At the following 100 people's Forum on social responsibility in China, Dongfeng Yueda Kia won the fourth place in the social responsibility index (2019) of automobile enterprises by virtue of its firm concept of responsibility performance and the spirit of active practice.

Focusing on "caring for future talents, supporting regional development, traffic safety education, and ecological environment protection", Dongfeng Yueda Kia promotes the social public welfare strategy and strives to build a harmonious society. Long term public welfare projects such as Kia home, hope primary school and school enterprise cooperation have been carried out for a long time. By 2020, the accumulated public welfare investment has exceeded 140 million yuan, which has created a profound and comprehensive public welfare road.

Since 2009, Chinese and South Korean college students have been recruited to participate in the "Dongfeng Yueda Kia home" program, which helps poor families, brings warmth and hope to those in need, and promotes cultural exchanges between China and South Korea. At present, it has been upgraded to the 2.0 stage of helping urban vulnerable groups to improve the community and family living environment.

In June 2010, Dongfeng Yueda Kia, together with China Youth Development Foundation, was the first domestic joint venture vehicle enterprise to take the lead in the construction of hope primary school when the 1 million car was offline. It is planned to invest 24 million yuan to build 51 hope primary schools, covering 22 provinces and cities in China.

Since 2014, Dongfeng Yueda Kia has signed cooperation agreements with a number of universities in Yancheng to promote the cultivation of talents in the automobile industry in Yancheng by donating teaching equipment to universities and awarding scholarships through school enterprise cooperation. On December 1, 2020, Dongfeng Yueda Kia donated two learning vehicles (one kx5 and one K5) to Xinjiang Atushi technical school assisted by Jiangsu Yancheng technician college, contributing to the coordinated development of the East and the West. It is reported that only with the school enterprise cooperation of Yancheng technician college, Dongfeng Yueda Kia has donated more than 20 complete vehicles and more than 100 engines.

In July 2014, Dongfeng Yueda Kia built the first children's traffic safety experience hall in Yancheng. Here, teachers can transfer traffic safety knowledge and cultivate children's traffic safety awareness by means of teaching and playing. At present, more than 100000 children have been trained free of charge.

"Weddingcar starts from happiness" is a public service wedding car activity operated by Dongfeng Yueda Kia in Yancheng area. On November 14, Dongfeng Yueda Kia, together with Yancheng civilization office, Yancheng Federation of trade unions and Yancheng TV station, held the fourth public welfare collective wedding of Yancheng in Shuicheng, Dongjin. 20 couples opened a new chapter of happiness!

Every second on the road of practicing public welfare is ordinary and powerful. Behind the responsibility, what really touches people's hearts is the transmission of positive values, which is also the best embodiment of the core of enterprise spirit.

In 2015 and 2016, Dongfeng Yueda Kia was awarded "China social responsibility public welfare model award" and "China social responsibility outstanding enterprise award" respectively by the Chinese Academy of social sciences. In 2018, Dongfeng Yueda Kia was awarded the "outstanding corporate social responsibility Award" by Xinhua. In 2020, Dongfeng Yueda Kia won the Charity Award of China social responsibility hundred people forum, the excellent enterprise award of environmental development center of Ministry of ecology and environment, and the donation certificate issued by Hubei Red Cross Society.

Cheng Rongchun, deputy general manager of Dongfeng Yueda Kia, said in his speech at the Volunteer march out ceremony of "Dongfeng Yueda Kia home" in 2020, Dongfeng Yueda Kia, as a local enterprise based in Yancheng, has achieved rapid development, while actively fulfilling its economic and social responsibilities. In the future, the company will continue to play the role of a leading enterprise, increase investment in public welfare undertakings with its own strength and dedication, and further repay the society.

"Discover Kia and look forward to the future". The more you understand Dongfeng Yueda Kia, the more you can see the responsibility, responsibility, vitality and brilliance of Dongfeng Yueda Kia. There are both Dongfeng Yueda Kia's breakthrough in the face of market sales difficulties and its continuous efforts on the road of public welfare.

After 18 years of hard work, Dongfeng Yueda Kia has not only achieved a high level of enterprise, but also led the city of Yancheng to achieve a high flying, and achieved the reputation of coastal automobile city.

At the Beijing auto show and Guangzhou auto show, the flagship new products of Dongfeng Yueda Kia, MPV and SUV emerged one after another, which not only ushered in a new transformation of product matrix, but also illuminated the blueprint of the new decade.

Looking forward to the new decade, we believe that with the steady implementation of the brand concept of "inspiration trend – setter" and accelerating the transformation of "one body, three wings", Dongfeng Yueda Kia, which will carry out its youth to the end, will once again soar in the wave of intelligent and new energy vehicles, lead the new generation trend and soar to the top of the times, and make more contributions to "rebuilding an automobile city" in Yancheng.

 

  • Related reading

Xu Bing: Keep Eyes Not Restricted By Existing Concepts

Industry leader
|
2020/12/19 10:41:00
2

Huang Liping, Deputy Secretary General Of CFA: The Fund Is The Driving Force For Innovation And Development

Industry leader
|
2020/12/9 9:36:00
4

Huang Xiaowen, Chairman Of Dongguan Trust: Seeking Development By Profession And Actively Fulfilling Social Responsibility Of State-Owned Enterprises

Industry leader
|
2020/12/9 9:35:00
4

China'S Former Richest Man Shi Zhengrong Fights Capital Market Again

Industry leader
|
2020/12/3 13:31:00
1

Zhang Chaoyang, Who Is Not A Good Man, Can Still Bring Sohu Back To The Internet Center?

Industry leader
|
2020/11/19 8:21:00
2
Read the next article

Unicorn IPO Speed Up, Artificial Intelligence May Welcome The New Year Of Industry In 2021

2021 will enter the first year of the 14th five year plan. Artificial intelligence is an important starting point for economic transformation and upgrading and occupying the global high point of scientific and technological innovation