Beijing Modern Deputy General Manager Liu Zhifeng

Last year, the Automotive Industry and Economics Network once compared the two most influential traders of the Chinese car scene to “Nan Yang Liu Liu, the contest has only just begun” (click to view). This year, Yang Shuo, who is not afraid of tossing, went to the United States. Liu Zhifeng, who lost his rivals, did not feel lonely. He took over as Beijing's deputy general manager for more than a year. He is facing greater challenges and needs to move to a bigger game. .

More resources, more difficult. On the basis of millions of sales, we must go even further, far from the enthusiasm we can solve. "Large countries like cooking small fresh," Liu Zhifeng more to consider today, is the road to the country, rather than the technique of siege.

Therefore, when we again meet with Liu Zhifeng, we do not expect to hear him tell the story of the city, but instead hope to get the behavior behind Beijing’s modern success.

“The first three of us don’t think about it in the short term, but Beijing Hyundai will be stable in the leader of the second tier.”

On public occasions, he seemed to be talking about everything and was full of confidence. After closing the door, he constantly warned dealers that the cruelty of future competition will be normalized.

After more than one million sales, every battle is hard, and the trick is hard to reach the big picture. Hard play is his long-term mission, and laughter is his attitude.

It's time to flip through the tips of Liu Zhifeng.

Price Branding

Price, strictly speaking, the market acceptable price is the core standard of Liu Zhifeng's measurement of brand achievement. In the many contacts with Liu Zhifeng, the most intense feeling brought to the reporter is that no company CEO has such a high degree of correlation between the brand and the price.

The brand is not a tall slogan, but how much consumers are willing to pay for your product. With a simple and figurative cage, Liu Zhifeng framed the imaginary brand and made the measurement of all actions simple and straightforward.

"When it comes to cars with more than 200,000 cars, many people will think more about the public. Few people will think of Beijing Hyundai." This is an unavoidable status for modern brands. Companies can add such products to their own product lines, or they can put such products in 4S stores - but in the end, if your brand does not support this car will become the treasure of the 4S shop's town shop - It may not sell for one month. Because this car has never appeared in the minds of consumers.

Liu Zhifeng does not deny that brands can support prices, but for the modern situation of Beijing, only selling more high-price range products in the market can ultimately hold up the modern brand.

If you can only sell 100,000 yuan worth of products, your brand is not how to go up, no matter how many shows you do, slogans shouted how loud. If you can sell more 200,000 products in the market, your brand will naturally go up.

"The map has stood at the 141-600,000 range, the cable eight held the 16-18 million range, the name of Tucson eight, in the 14-18 million range, reached the cable sales coverage of the cable eight times 1.5 times", Beijing Hyundai Difficult upside has reached the 180,000 range, which means that when consumers consider 1,500-200,000 cars, Beijing Hyundai has already entered the list of candidates.

If there is no name map, relying solely on Sok-8 to support this year, in the range of 14-18 million, it is impossible to achieve such a large share. "The market is more cruel than we thought," said Liu Zhifeng. Once forced by competitive pressures, the main sales range of SuoBa falls to 141-160,000, and the modern brand will suffer a major setback.

Due to the support of the name map, Suo8 was able to stick to the 16-18 million range. This insisted harvest was that for the first time, the sales volume of SuoQian 2.4-displacement models surpassed 2.0, which means that the average selling price of Suo8 was improved.

The average selling price of a car has increased. According to Liu Zhifeng, this is the upward trend of the brand, even if the margin is smaller, because consumers have put your brand in a higher price range, using a higher brand. Value to measure your product

Many people saw the decline in the sales volume of Soba after the appearance of the name map, and understood it as killing one enemy from the enemy’s map and losing five hundred. If we look at the big chessboard of modern brands, Sokha is for Beijing's modern existence, not for Beijing Hyundai for Sosa. The share that can be taken away by their own brothers is also a share that can easily be taken away by competitors, and if Soga takes the price lower as a defensive measure, it will hurt the modern brands that are on the upswing. From this point of view, the appearance of a name map is a must.

This is the modern reality of Beijing. This can not be understood by the public with full brand aura, and many companies with the same dilemma as the brand can understand it, but they cannot implement it.

The reality is so cruel. Fortunately, Liu Zhifeng is more realistic than reality.

There are ambitions and slogans are not difficult to call, but these are useless, the market does not believe in tears, and does not believe in complaints. For companies that are in a dilemma for the brand, especially for self-owned brands that always talk about the “100,000 yuan ceiling”, Beijing Hyundai provides one of the most accessible upstream templates.

This template is a brand that believes in simpler prices. It is steady and slow, and even slowly, in order to maintain the price range, we must allow the necessary "fragility."

In the past five years, the average selling price of Beijing Hyundai has increased from 90,000 yuan to nearly 140,000 yuan, which is actually the best interpretation of brand power.

Twenty thousand cutting method

Under the guidance of price branding, Beijing Modern Nature has derived the “Twenty Thousands Cutting Method”.

Back-selling brands must find their own foothold, and how to cut the market becomes crucial. After someone cuts 90, someone cuts their personality. As a practitioner of price branding, Beijing Hyundai naturally chooses the price as a cutting standard.

In a time when all kinds of thinking are flying and human insights are everywhere, this cutting method is very old-fashioned. However, Beijing Hyundai chose a smaller particle size to cut the market: 20,000 yuan. Such a small cut size will bring a series of chain reactions, first of all means that he must have a crowded product line.

And this kind of crowdedness is often not innate, but it is manipulators.

In the range of 14-18 million yuan, a famous map was laid out to allow Suo Ba to focus on the 16-18 million market. The upcoming listing of Su Jiu (the final name is undecided) will be followed by Suo Ba and occupy an 18-20 million range. This also shows that Suo Jiulai and Suo Eight will be there.

In this 14-200,000 range, Beijing Hyundai artificially put three cars. Beginning with Elantra, Beijing Hyundai has never been afraid of crowding.

Perhaps the market is really like this, "As long as you are willing to squeeze, there will always be."

When such high-density products are put into operation, it is almost inevitable that each and every one of them will be involved.

During the Beijing Auto Show this year, Kim Soo-hyun's appearance almost pushed up Beijing Modern's booth. The ix25 that he spoke on will be listed on October 10.

For the competition that ix25 will face in the market, besides considering its direct competition product, Shanghai SGM's SUV, which is a small-size SUV, some media may ask, what impact will this car have on Beijing Hyundai's own ix35? As the name of the impact on the cable eight?

“It can't be said to have no effect at all, but this car's positioning should be a younger group.” Unlike expectations for the name map, ix25 in the eyes of Liu Zhifeng, the strategic significance of the brand upward is not so great. However, at the current selling price level of ix35, it is difficult for the two cars to open a larger spread on final pricing, or to say that it is not Beijing's modern style. Therefore, when these two cars appear in the same showroom, it is difficult to say that the more stylish ix25 will not snatch some of the customers who intend to buy ix35.

In the mind of Liu Zhifeng, this possible situation did not make him worry too much. After intensive cutting, as long as it can achieve 1+1>=1.5, from the defensive point of view, it is successful. Because the market is dynamic, no one can always lie in the book of credit. You can't expect today's performance to be taken for granted tomorrow. We can hardly assume that if there is no name map in this year's competitive situation, then we will It is still able to maintain the level of monthly sales of 10,000 vehicles, "But after the listing of the name, we have reached a monthly sales of over 15,000 at the D2 level." Liu Zhifeng has a full understanding of the cruelty of the market, when talking with dealers Repeatedly stressed that "the brutality of competition will be normalized."

This kind of active suffocating crowdedness also makes it difficult for competitors to find an effective breakthrough. This may be the reason why Liu Zhifeng is confident that he will continue to lead the second tier.

However, there are two sides to any action. There is a price to do this.

Liu Zhifeng revealed that there will be an upgraded version of Yuet Mobile in the future. This product, which should have been replaced by Langdong, eventually became a separate branch. This means that there must be a steady stream of technology and upgrades to invest in this product. "We demand that (Korean) Hyundai must continue to invest in this product."

The resources of enterprises are always limited, and maintaining such a long-term product line upgrade will inevitably not dilute the company's resources, and ultimately may affect the modern investment in key models.

This is still the final test of time, but at least it now sees a clear strategy for the steady growth of Beijing's modern times.

Harmonious symbiosis

When Ma Yun was interviewed at the time of the IPO, he stressed that Ali had to be an ecosystem. In Beijing Hyundai, respecting the ecosystem has also been repeatedly emphasized by Liu Zhifeng.

"If a company succeeds in the market, it is not just because of its own success. It is like a foreign inheritance tax. You might say that this is the wealth my father has left for me. Why should I pay taxes? But this is indeed the case. It was not his personal success, but the society in which he was serving lifted his success."

Liu Zhifeng was rarely interviewed by the media, but he was very concerned about the media's coverage of Beijing Hyundai. A good public opinion environment is very important for Beijing's modern brand power. "We are not the general public. We must pay high attention to the media environment we are in and give them a high degree of respect." We want to build a social enterprise. Your success comes from the support of the whole society, not just your own success.

Liu Zhifeng never mind to evaluate competitors in private, "I have a good relationship with many other car companies CEOs. When I chat, I often say what is wrong with you and what is good for us to learn." This is his straightforwardness. On the one hand.

But in public, he never attacked competitors. This is the principle he has always followed.

Although many companies prefer to regard public products as “imaginary enemies” when they are competing for product analysis, it is undeniable that more and more companies will use Beijing Modern as the object of research and study. In the industry, with his frank and straightforward character, Liu Zhifeng is obviously good karma and is willing to share his experience and experience with the industry.

"Our response is fast, thanks to our strong supporting system." In the industry chain operation, Beijing Hyundai has also won trust and support through respect and cooperation.

After more than a decade of development, Beijing Hyundai has already had 6 million users. How to do something for these 6 million users has become a problem that Liu Zhifeng has been considering. "We will vigorously advance our BlueMembers". This is not only a real business, but also a business that continues to grow.

Beijing’s modern harmonious symbiosis has kept them restrained and calm. This calmness is becoming scarce under the background of the slowdown in the growth of the auto market, and urgency and impetuousness are becoming mainstream.

"We never expected the Great Leap Forward, and we will continue to grow steadily at any time."

Postscript Interview: Modern Counterattacks

The name of a person, perhaps, has some hints about the growth of a person's life. These cues may in turn affect his way of thinking and behavior.

I have been pondering, the word Zhifeng, translated into spoken language, is "more ideas." The people with more ideas are suitable to get a Chinese card: a good card does not need to be able to win anyone's brains, and the real one is actually the same.

The modern automobile market in China is such a card. This card in the highly competitive Chinese auto market is, theoretically, the top ten qualified.

However, modernity has completed a counterattack in the Chinese market. On the basis of inheriting from one of the previous veins, Liu Zhifeng hit this card to the top four. It was only behind the two general public and put the Japanese brand firmly behind him. Even today, Changan Ford, Shenlong has rapidly emerged in China, and Toyota is recovering. The confidence of Beijing Hyundai as the leader of the second echelon is still full.

Excerpt from the interview record:

The core of the brand is whether the average selling price has increased

Automobile Industry Economics Network: There are many media now that the name of the map has affected the sales of cable eight, we all doubt whether the IX25 will come after the IX35 sales to lay a part.

Liu Zhifeng: Yes, it must be because you know that after the market segmentation, it will overlap, but the final core is that 1+1 can not be equal to more than 1.5, this is the core, we do this name Tusca 8 What is the concept of the brand that I always talk about? That is, your group in the D-level market is not increasing. Your average selling price is not increasing. This is the most important thing. Why do you think that self-owned brands cannot come up in recent years? The core is that the average selling price does not increase much. It will always stay at the level of 70,000. Then it will average 80,000 people? The average is 90,000? This is the most important part of my thinking about brand promotion. This is what Beijing Hyundai has done. The average selling price of our company five years ago was generally called tax-inclusive prices. From the previous 8.56,000 to the current 140,000, it was basically raised to 140,000. 156,000, I still have some room for growth. But it has grown a lot, that is, the more you buy at this price point, the more your brand influence and the higher your brand power value.

Why did you stop the sales of the cable and stop selling it? One of the main reasons is that the first one I would like to stabilize the price of Cable Eight is a fixed price range between the name and the cable nine (unnamed), and then it is easy to pull up directly on this basis. . The products of the second competitor are all new generations. I rely on the old generation products to fight for the price. How do I fight? There is no way to fight, no way to get it. Therefore, you should adjust the adjustment, we will cancel the low allocation, that is, the original cable to sell eight cars 166,900,179,900 that share, all for the name of the map, we focus on upgrading the proportion of 2.4L, and now accounted for 50%. At the beginning of last year, my sales volume of 2.4L accounted for only 1%. At that time, I proposed that we must take the initiative to adjust. 2.4L must account for 40%. Now it has reached 50%, and it is still rising. So, what I value is whether the influence at the D level is expanded or not; secondly, whether your average selling price is improved is the most important thing.

After the adjustment, the average selling price of Sohachi was also rising. The original price was about 155,000 yuan. Now it has become 165,000 yuan, which has gone up by 10,000. Because I told you, the most important thing for us to look at is the price positioning of Beijing's modern products, which is the main sales range. You see last year's map, we are very clear-headed, we see the demand, the main selling 149800,159800, these two cars, do not sell other cars, subordinates always ask me "ah, the leadership can not sell low with it?", Low sales are not even sold. Such a main sales area, (product layout) is already very dense, the name map to sell 14-16, cable eight to sell 16-18, cable nine to sell 18-22, must be this logic. It must not overlap with the main sales. Without this clear positioning, how can we do such a big product line as Beijing Modern? All in disorder. So this is very realistic for us to adjust ourselves.

Future strategy: First, the main sales price range can not break 200,000

Automobile Sankei.com: You talk about the strategy of going up in the future, because after one million vehicles, you took over this position. This should be a challenge for you.

Liu Zhifeng: First, many people think that sales of Korean cars are going down. If sales volume declines during the upgrade of brand power, it will have a serious impact on boosting brand power. Steady growth is of vital importance. Second, what does Beijing Hyundai rely on in the past few years? Nothing more than the following: First, quality, Beijing Hyundai to solve the quality, if you do not solve the problem of quality and other useless; second cost-effective; third appearance; the fourth by your product leading strategy, I'm the most dense product line. This is exactly what happened in the past few years. The appearance is also very attractive and things are very practical.

What do you rely on in the future? The first must continue to increase your average selling price and unit price. The average selling price is now 145,000, and next year it will reach 155,000. Like the public, the next step is to be able to break through 200,000 in the main sales price range, that is, in this crowd. In order to continue to expand your influence, have influence in the high-end crowd, the brand can continue to increase. Can modern brands break 200,000? In the future, there will be two high-end cars, one Sokoku, and a higher peso-9 product.

Second, from customer satisfaction to loyalty

Car Jingjing: When was the car introduced?

Liu Zhifeng: 2017. With Suo Jiujiu's success we can have it, so I'll also tell you the first concept. With the increase in average selling price, the main selling range of this car must pass 200,000, which is the most important issue for brand promotion. The second tells you that customer satisfaction gradually transitions to customer loyalty. The next step is Beijing Modern to expand from satisfaction to loyalty. why? You already have 6 million customers, and they can continue to use your products in a cyclical update. In fact, it is the best understanding of your brand. Retaining a customer is much easier than digging a new customer. Loyalty is not directly related to your brand's power. We must have this awareness and rely on our own internal circulation to constantly upgrade our customers.

Third, from the technology "follower" to "companion"

Liu Zhifeng: There is another one. In the past, Beijing Modern was relying on those few articles. What will the future depend on? The last time I spoke at the departmental meeting, I said that relying on this, what is the future? We have never dared to play this card on technology. We can only call technology followers. Will we be able to accompany the technology? What is the accompanying person? Is not to lag behind others, is similar to other people, people have a small T you have a small T, people have mixed you have mixed, in the future on the cable nine is the only car with a small turbocharged, but also with a mix Models, other cars do not. From the beginning of Sioux, we will emphasize the concept of some technologies. Beijing Hyundai never said it before. I have to say this time.

Because I arrived at this point, I want to talk about this state today. We are prepared to have a 1.6T car and a hybrid car. The hybrid is a very mature hybrid car after the Camry and it sells very well in the United States. China wants to get in, so I have a direct injection in the cylinder, a small turbocharger, and some mixing, so I talk about technology. It is through technology to change people's understanding of you - modern core technology, not without technology, not only cost-effective. So in the future I will go in this direction. I just talked to you about satisfaction and loyalty. The main sales price range is constantly improving. There is also a core technical aspect. Secondly, in terms of the Internet, smart cars should not be said to lag behind all joint ventures. For this, precisely, everyone is talking about, in fact, independent brands should be the most dominant ones. The awareness of the block is not enough. The problem with the joint venture brand is actually a little weaker.

When Suo Jiu listed, I was going to talk about four BLUE, a blue drive called blue drive, it has mixed, there is a small T, the second emphasized blue members, is to turn the members of my system into membership, This kind of management of members has been increasingly strengthened. For example, Sinopec refueling, such as point card cashing and so on, in fact, everyone likes to do this, but to do a complete, well-made should not have, but also Shanghai Volkswagen is doing, and others are not OK, I seriously evaluated this. I have 6 million customers. I want to guide them and influence him for a long time. This is very important. In addition, I emphasize the blue link. It is the Internet of Vehicles. Now there are, I haven't done well, and I haven’t scrupulously promoted it. Now I want to publicize and guide. Technology is very important. We have all high-end cars. Everyone doesn't know or does it seriously. And that day I told them to emphasize the blue order. In fact, Beijing’s modern supply system is very powerful. Order-based choices cannot be achieved by other companies. Beijing Hyundai has done for a long time. Dealers have weekly order-based management. What you set up and what you need is very fast. In the future, we need to build a system and platform for customer order management.

How to increase the brand's intrinsic added value?

Car Sankei.com: In the context of the so-called Korean culture and Sino-Korean relations, do you feel that it is an opportunity for Beijing Hyundai?

Liu Zhifeng: It is an opportunity, including special Japanese cars, that brings me the greatest opportunity. Objectively speaking, if there is no Japanese car crisis, of course the public may benefit greatly, but in more terms I think we have benefited a lot. . The second generation of people is increasingly embracing the culture of Korean culture. In particular, Korean TV shows, songs, and dances are well received by the Chinese people. My feelings are very deep. The popularity of streaming culture is still helpful to us.

However, at the core of my speech, Beijing’s current solution is not the issue of quantity, or the issue of visibility. The core is still the intrinsic thing and the word of mouth. Therefore, what will be the promotion in the future? It is to constantly increase customer satisfaction to improve customer loyalty, and constantly increase his inherent added value.

For example, I gave you the plan to buy Elantra five years ago. Later in five years, you can buy Long move. You can purchase Long Nine for five years and you can buy nine. For nine years, you can buy my next-generation Equus. Is a generation substitution, after the change must consider the next generation, such as cable eight out in 2011, then we can not come out in 2017, the peso 8 high-end, cable 8 users at this time for what car, all so When considering issues, you can rest assured that all my products are considered this way.

Reporter: But I think this is actually quite difficult. Most users will consider changing a luxury brand after buying a brand.

Liu Zhifeng: We have to work hard to achieve this. This is a layout. Many people who bought Beijing Hyundai later changed to modern Hyundai cars. He used to think that Hyundai cars are good and practical.

The Internet has only solved a large platform for communicating information

Automotive Industry Economics Network: In terms of Internet marketing, based on previous interviews with you, you are not a very radical attitude. Is there any change in opinion now?

Liu Zhifeng: I think the Internet is a big platform for communication with users. What is the original platform? Media, TV, and newspaper advertising. These are one-way communications. Now that the Internet is replacing this big platform, it is still two-way. Can you not pay attention to it?

So I understand the Internet business is divided into several pieces, the first one is the manufacturer's own thing how do you do? Manufacturers' official website, manufacturers' micro-channels, manufacturers' micro-blogs, manufacturers' e-commerce platforms, etc. These are all your own. You can build one yourself, without investing a lot of cost, and strive to increase your influence. The second block is paid media, easy car, Sohu, Sina, Taobao, Jingdong Mall, etc. This is where we want to cooperate, communicate, and build a platform for public media.

What else is it? It is the public opinion platform, such as forums, BBS, etc. I think these three are indispensable and must go hand in hand. In the process, I also believe that everyone should not use a radical mentality. Do not go to extremes. The Internet has only solved a large number of information communication platforms. It is still a long time before Internet transactions become mainstream. However, it is necessary to go for more trials and to summarize.

Beijing Modern’s arrival today is a triumph of layout and system, rather than being a fluke after the rabbit is asleep. So even if the rabbit wakes up, it seems to Liu Zhifeng that Beijing Hyundai still has confidence to stay ahead.