At that time, Red Bull China was already a leader in the functional beverage market, but the retail price of 6 yuan was relatively high. For many young consumers, the demand was not fully met. Lin Muqin saw the pain points in the market and hit the price tag. The market price of Dongpeng specialty beverages was only about 3 yuan. In 2012, as a model market for Dongpeng Special Drinks, Dongguan’s sales also exceeded the 100 million yuan mark, starting a national journey from then on. In terms of advertising, Lin Muqin once again learned from Red Bull. It just so happened that in 2013, Red Bull changed the slogan, “Drink Red Bull when tired and sleepy” was abandoned, and this advertisement that has been running for 8 years has already been deeply rooted in the hearts of the people. As a result, Dongpeng then issued the slogan “You must wake up and fight when you are young! Drink Dongpeng special drink when tired and sleepy”. At the same time, it signed Nicholas Tse as the brand spokesperson for Dongpeng special drink, officially with a younger brand image. Promote to the whole country. And Dongpeng Special Drink was once regarded as a “Red Bull imitator” because of its advertising slogan and packaging. Of course, Lin Muqin has also broken out his own advertising and marketing routines, such as bottle cap scanning, dust caps on bottles, and “Band-Aid” advertisements on video websites, all of which were pioneered by Dongpeng Special Drink. Lin Muqin said, “We are thinking about and studying the advertising cases of each brand in the video website every day, including the source of each advertising creative and the original intention of advertising, what kind of advertising format can resonate with consumers, and whether there are other more Good presentation method. Only by personally researching and analyzing in-depth can we dig out the truly effective forms of advertising and the truly valuable advertising content.” In 2018, Dongpeng Special Drink also replaced Red Bull as a sponsor of the Chinese Super League and increased its sports marketing efforts. In 2021, Dongpeng Special Drink will once again implant the brand in the movie “Chinatown Detective 3” to continue to seize the young consumer market. At present, Dongpeng Special Drink has become a brand second only to Red Bull in the market share of energy drinks. In 2020, the company achieved total operating income of 4.96 billion yuan, a year-on-year increase of 17.8%; net profit attributable to the parent company was 810 million yuan, a year-on-year increase of 42.3%. Among them, energy drink revenue accounted for 80.5%. Dongpeng Beverage has now formed production bases in Guangdong, Anhui, Guangxi and other major regions across the country, with more than 1,000 distributors and a sales network covering approximately 1.2 million terminal stores across the country. The rise of Dongpeng Special Drinks, in addition to the company’s own factors, is also inseparable from the boosting role of industry development. In recent years, people’s attention to food safety and health issues has led to a further increase in the market share of functional beverages. It is reported that from 2014 to 2019, the compound growth rate of energy drink sales will reach 15%, which is one of the fastest-growing sub-categories in beverages, which benefits well-known brands in the industry. Compared with the strong development of Dongpeng Special Drink, Red Bull’s development momentum in recent years does not seem to be very strong. Public information shows that in 2015 and before Red Bull’s market share in the field of functional beverages was as high as 80%, but it began to shrink in 2016, and it has fallen to 54.90% by 2020. After years of trademark disputes, Red Bull’s market share has gradually become a rising star. Cannibalize. Public information shows that my country’s energy drink industry has developed over the years. In addition to Red Bull and Dongpeng Special Drinks, many brands including Lehu, Physique Energy, Rejuvenation, and Qili have joined the competition. At the same time, with the rapid development of the industry, in recent years, large companies such as Uni-President, Amway and Yili have launched their own, which has intensified industry competition. However, many investors believe that Dongpeng Beverage has gradually distanced itself from the third and fourth largest competitors and established a brand moat. In addition, energy drinks still maintain a high growth rate of market demand, which has also led to the enthusiasm of Dongpeng Beverage’s share price. Today, with the listing of Dongpeng Beverages, Lin Muqin has become another rich man in the beverage industry. Data shows that Lin Muqin directly holds 49.74% of the company’s shares. Based on the total market value, he holds a stock market value of up to 45.7 billion yuan. In Lin Muqin’s view, the company’s listing is just another new starting point. Let us look forward to the future development of Dongpeng Special Drink

Nowadays, in the Chinese beverage market, there has been an energy drink second only to Red Bull, and it has been listed in the A-share market at the end of May, becoming the “first share of functional drinks” with an annual revenue of nearly 5 billion. It is called ” The Dongpeng drink behind the Dongpeng special drink which is highly imitation of Red Bull.

As of the close on June 11, the share price of Dongpeng Beverage has reached 190 yuan, with a market value of 76 billion yuan, while the issue price on May 27 was only 46.27 yuan, and the market valuation was 18.5 billion yuan. In other words, In just 16 days, the market value of Dongpeng Special Drink has increased by nearly 58 billion.

The actual controller Lin Muqin’s shareholding ratio is 50.74%. Now converted into net worth, his shareholding value is as high as 38.5 billion yuan.

Why did Dongpeng Special Drink take the road of “high imitation Red Bull”? This is related to the experience of Lin Muqin, the founder of Dongpeng.

The predecessor of Dongpeng Beverage Group was Dongpeng Industry, which was established in 1987. This old state-owned beverage factory mainly produces herbal tea and water beverages. After Red Bull entered China in 1995, it quickly opened up the functional beverage market. Soon, Dongpeng Beverage also followed suit and launched Dongpeng Special Drink in 1997.

But at this time, Dongpeng Beverage is a small factory on the verge of bankruptcy, with an annual output value of 20 million yuan. Because of its poor profitability, let alone promoting new products, it is very difficult to even pay wages. Until 2003, Dongpeng Beverage ushered in the private reform, and the privatization of factory assets was the priority for internal employees.

At that time, Lin Muqin was the general manager of sales in the factory. He thought this was a good opportunity for a big fight. So, he and the two brothers Lin Mugang spent 1.46 million yuan together to take over the old Dongpeng factory.

Before taking the post of Dongpeng Beverages, Lin Muqin also served as the director of Red Bull’s foundry. Therefore, he has a better understanding of the procurement, technology, and sales of the functional beverage market. After taking over Dongpeng Beverages, he settled for a few years. In 2009, he launched Dongpeng Special Drinks in plastic bottles, intending to enter the functional beverage market with all his strength. In 2013, Nicholas Tse was signed as the brand spokesperson for Dongpeng Special Drinks, and the brand was officially promoted nationwide with a younger brand image.

At that time, only Red Bull took the lead in the domestic functional beverage market. Although there were brands such as Sainiu, Wangniu, and Lehu competing for the second place in the market, they basically followed the low-end route, with a market price of 3 yuan. Around, it’s only half the price of Red Bull. In order to get to the top as soon as possible, Lin Muqin decided to take advantage of the “bull” in brand marketing in addition to differentiation in price and packaging.

In 2013, Red Bull iterated the slogan, and “Drink Red Bull when tired and sleepy” was abandoned. But this slogan, which has been used for 8 years, has been deeply rooted in the hearts of the people. So, Dongpeng special drink painted a gourd, and then shouted, “You must wake up and fight when you are young! Drink Dongpeng special drink when you are tired.”

It is this high imitation slogan that makes Dongpeng Special Drink wear the “high imitation Red Bull” hat.

In the following years, because of the slogan and Red Bull’s Dongpeng special drink, it began to vigorously market through celebrity endorsements, film and television placements, and the World Cup. It soon became a market in third- and fourth-tier cities with more affordable prices, and not only became Red Bull. The cheap alternative version of, has also sat on the market’s second place as hoped.

The rapid development of Dongpeng Beverages is inseparable from the trend of energy drinks in the world. Since the huge success of Monster Beverages in the United States in 2002, energy drinks have become popular in Europe and the United States and swept across Asia.

According to the Pacific Securities Research Report, between 2014 and 2019, the size of my country’s functional beverage market increased by 125%, from 58 billion yuan to 111.9 billion yuan, becoming the third largest beverage market in the beverage industry.

Among them, Red Bull steadily ranks first with a market share of 57%, Dongpeng Special Drinks occupies 15% of the market share, and Lehu occupies 10% of the market. The development potential of the entire market is very considerable, and the gross profit margin of energy drinks is relatively high. .

However, the original low-price strategy also laid hidden dangers for Dongpeng Special Drinks, which not only failed to test the high-end market, but also exposed the problem of too single category.

In 2017, Dongpeng Special Drinks tried high-end products and launched 250ML gold cans, priced at 3.6 yuan, and wanted to enter the high-end market, but its own 500ML plastic bottle version became the biggest obstacle, and it has been reduced to 2.3 yuan per can. .

According to data from its prospectus, Dongpeng Special Drink’s revenue in the first quarter of 2021 was 1.711 billion yuan, a year-on-year increase of 83.37%, and its net profit was 342 million yuan, a year-on-year increase of 122.52%. This performance growth is precisely dependent on Dongpeng Specialty. The sales volume of 500ml gold bottles.

At the same time, the sales of other beverage categories under Dongpeng Beverage are relatively poor. From 2018 to 2020, the performance of Dongpeng Beverage’s functional beverages has increased year by year, respectively 2.886 billion yuan, 4.003 billion yuan, and 4.655 billion yuan. Yuan, which accounts for more than 90% of the company’s total revenue annually.

Although the strength of Red Bull is very different, many investors believe that Dongpeng Beverage has gradually widened the distance from the third and fourth competitors, and has established a brand moat. In addition, energy drinks still maintain high market demand. The growth rate, which has also led to the continuous speculation of Dongpeng Beverage’s share price.

Worshiping space in a traditional house In a folk house – whether it is a 3-room or 5-room house; the position of the altar is always placed in the nave (the middle house of the house) – the most solemn place. That said the importance of worship in life and its direct relationship with architecture. This commemorative space is a key component in architectural – interior space, in many ways. With such a layout, when entering the main door (the middle door), you can immediately see the altar, the front is usually a counter or a seating table. The direction of the altar is also the direction of the house (mostly south) All in harmony with the architectural space of a traditional house with front porch, courtyard, garden; It is also suitable for the lifestyle and living in villages and communes bearing the mark of agriculture. The worship space in traditional architecture seems to be fading. Urban architecture has many changes, the countryside is strongly urbanized. These changes have a direct impact on this spiritual architectural space. Decorate the worship space in modern houses In modern houses, the nature, structure, and area have changed a lot and are very diverse. Social concepts, needs and living habits also have many changes, people also access to a lot of information and also have many different old and different views and thoughts. Therefore, the arrangement of the worship space is also richer and more diverse. Usually, with the lots (townhouses), the altar is usually placed in a private room. To match both spiritual and living elements, the altar room is the top, bottom-roof room. This is almost the most popular solution, but if the host does not ask, the architects will design the same. The altar placed in a private room feels solemn, discreet, quiet, airy, and if near the terrace, it is even more convenient for outdoor worship, or turning yellow … However, this solution also has the disadvantage that it is difficult to go up to the upper floors – especially for the elderly or causes psychological fear for many young people when going there alone. In apartments, using a room dedicated to worship is very difficult because the rooms are not many. For that reason, many people have tried to draw the worship space closer to the common living space, the hall space – the front room, or other suitable function rooms. The library, office, tea room, and formal living room are suitable places to place an altar. The altar should not be placed in noisy common rooms such as multimedia rooms, sports halls. Also should not place the altar in the bedroom because it is not formal and incense smoke affects the health of the people in the room; in addition, the worship space is negative, so it is not suitable. If the altar room is a separate room, the cabinet / altar system must have an adequate size and form in that space to create a solemnity. There is no need to be too monumental in size but should not be “snug”, small in the room. Altar places located in other spaces such as living rooms, working rooms … need to be designed appropriately in proportion to the size of the room, and correlated with other furniture. In these spaces, cabinets / altars should be designed to be simple, avoid fussy or misleading, or cause a feeling of heaviness and fear. The altar must create reverence while remaining close to family members and other common activities. The materials and colors of the worship space should also be appropriate. It is recommended to use deep colors, preferably dark brown wood. Architectural details – interior (floor tiles, ceilings, lighting …), objects, worshiping objects (incense bowls, candle lamps, flower pots …) should be displayed in the way of posting. In apartment buildings, in the case of the altar cabinets for a certain function room or common space, the altar can be combined with other functions such as decorative cabinets, souvenir cabinets – of course still on suitability for common spaces and other furniture principles. In this cabinet, there should be a separate compartment for related worshiping items such as incense, candles, genealogies … A few other things to note – Avoid placing the altar near strong air intake, causing “dynamic” and possibly blowing ash out of the fire and causing a fire. The altar surface should be placed with a glass to ensure safety. – The altar space must be well ventilated. Do not place the altar too high, making it difficult for worship, nor should it set low too lack of dignity. In the case of hanging altars or high altar cabinets, to ensure the distance to the ceiling is not too small, avoiding smoke and haunting the ceiling. To overcome this, a glass can be mounted above the ceiling – Lighting in the worship room and on the altar should not use white light, but yellow light should be used, causing a warm feeling; Indirect light source, avoid glare such as wall lamp. Lighting arrangements should be posted according to the altar. The design and material of the lamp should also be suitable for the altar and the common space. – The characteristics of the worship space are u President, nostalgia, and prosperity. However, the house belongs to the yang so it is necessary to increase the positive by placing pots, hanging wind linh … Worship is a belief and also a good practice. The altar, the space of worship is the spiritual space, the place of remembrance. It is fear of the connection between the present and the past, between people living together, tightening the solidarity in the family – the clan. It is a place where people can remain calm after the hustle and bustle of life, find spiritual strength and aim for true – good – beautiful values. Worshiping space is indispensable in every house, big or small, rich or poor. But for this space to really make sense, architectural material is not enough. Large worship room; monumental, beautiful, sophisticated church cabinets … are secondary; but more important is the mind, the respect of the owner – the behavior of each person in front of this spiritual space – this remembrance./.

After the wind and rain, the real grass is still the most fragrant. According to the latest data, in January, the world’s largest Chinese equity fund, which reduced its holdings in Moutai, played high selling and buying low, and bought it again!

The world’s largest Chinese equity fund increased its holdings of Moutai in March!

According to the latest data from Morningstar’s official website, the world’s largest Chinese equity fund “UBS (Luxembourg) China Select Equity Fund (USD)” increased its holdings in Kweichow Moutai in March, with its share increasing by nearly 15%. As of March 31, Guizhou Moutai is the fund’s third largest stock. In addition, it has also increased its holdings in Tencent, and its heavy holdings include Ping An of China, Alibaba, and NetEase.

As of the end of March, the market value of Moutai in Kweichow held by this fund is US$877.9 billion, which is equivalent to more than RMB 5.7 billion.

You know, this fund reduced its holdings in Moutai in late January this year. At that time, it was reported that as of the end of January, Guizhou Moutai was the fund’s fifth largest holding stock. Compared with the end of 2020, the fund held Guizhou. Moutai decreased by 3.66%.

In addition to this fund, funds under the US Capital Group have reduced their holdings of Moutai at the end of 2020.

After foreign capital reduced its holdings of Moutai, various core assets have begun to fall back this year. Take Moutai as an example, it has withdrawn 23% from the high point this year.

However, it is worth noting that the capital group that holds the largest number of shares in Moutai in the world, its “New World Fund” is still reducing its holdings in Moutai in March, and Morningstar’s data shows that its share has dropped by 7%.

It seems that foreign investment also has different views on Moutai.

Shareholders: Foreign investors are doing T?

Is white wine still fragrant?

On April 8th, China Merchants Food invited several guests to discuss the valuation of liquor, which investors are more concerned about, in the form of interviews. Share how to price liquor assets and how to invest in liquor under different investment frameworks.

It mentioned that Huang Ruiqi, Senior Fund Manager of Allianz Global, mentioned The stock price of the liquor sector rose too fast last year, which exceeded the support provided by profit growth. The latter part mainly relied on the increase in valuation, and a more dangerous situation appeared. The stock price correction is only a matter of time. After the Spring Festival holiday, investment sentiment changed, triggering a sharp drop in stock prices. We tracked the channel and found that the fundamentals have not changed much, so we judged that the fluctuations since the beginning of the year have little to do with the basic factors, mainly due to the outflow of profitable funds brought about by the change in investment sentiment.

The valuation increase of A-share liquor stocks in the past few years is also partly due to foreign participation. Overseas institutional investors generally focus on the balance of returns and risks, so they are willing to give higher valuations to stocks with stable growth (such as food and beverages). The same situation has occurred in A shares in recent years.

As for the flow of funds, I believe that the inflow of funds into A-shares will be a long-term structural growth, because the proportion of China’s A-shares in global asset allocation is still seriously low. If you look at the current A shares, they actually only account for less than 5% of the MSCI index. Eventually, if the A shares are fully included, the proportion will be more than four or five times the current amount. Therefore, overseas investors are very clear about this. Whenever A shares fall severely, they will seize the opportunity. The stable growth sector of liquor must be given priority.

Hou Hao, manager of China Merchants China Securities Liquor Fund, said, The problem with high valuations is that any disturbance will bring changes in marginal funds, which will lead to follow-up of trend funds. This is the situation in which disturbances occur after the holiday, and the volatility caused by the follow-up of marginal funds and trend funds increases. From the perspective of the next 3-5 year cycle, this year is the starting point for many companies in the liquor industry in the 14th Five-Year Plan period. I learned at the rum party that the future development pattern and trend of the entire industry will be better. The future space looks at prices first, and prices change with changes in the level of economic development and per capita income. In terms of volume, some high-end and sub-high-end brands, especially sauce wine and companies with base wine reserves, will see obvious marginal changes in the next five years. Another major change factor, which has been discussed a lot, is the change in the price band of overtaking in the corner that may be brought about by the change in opinion leaders’ views. This point is actually hard to ignore.

U.S. stocks hit a new high

Dow rose to 34,000 points for the first time

A-share stockholders cried with envy, and US stocks hit a new high tonight.

On the 15th, US time, driven by positive economic data and earnings reports, the three major U.S. stock indexes opened higher. For the first time in history, the Dow broke through the 34,000-point mark.

The US Department of Commerce reported that US retail sales in March increased by 9.8% month-on-month, a new high since May last year, far exceeding expectations of 5.9%. According to data from the US Department of Labor, the number of people applying for unemployment benefits for the first time last week fell from 744,000 in the previous week to 576,000, a record low since the week of March 14 last year. It was better than market expectations and both helped US stocks rise.

The three major European stock markets opened higher and the European Stoxx 600 index hit a record high

On the other hand, European stock markets opened higher due to a series of March inflation data released by major European economies. As of 10:11 pm on the 15th, Beijing time, the London FTSE 100 index rose 0.68%, the Frankfurt DAX index rose 0.26%, and the Paris CAC40 index rose 0.35%.

The Pan-European Stoxx 600 Index hit a high of 438.29 points, which is more than 55% higher than the low on March 18 last year. Analysts said that because European stocks are still at a low level compared with US stocks, there is still room for further gains in European stocks. JPMorgan Chase analysis indicated that the pan-European Stoxx 600 index is expected to rise 3% this year. Bank of America analysts expect the index to rise by 7% by the end of this summer.

Just now, the National Big Fund reduced its holdings of SMIC by 100 million shares!Biden imposes new sanctions on Russia

Source: China Fund News

After the wind and rain, the real grass is still the most fragrant. According to the latest data, in January, the world’s largest Chinese equity fund, which reduced its holdings in Moutai, played high selling and buying low, and bought it again! The world’s largest Chinese equity fund increased its holdings of Moutai in March! According to the latest data from Morningstar’s official website, the world’s largest Chinese equity fund “UBS (Luxembourg) China Select Equity Fund (USD)” increased its holdings in Kweichow Moutai in March, with its share increasing by nearly 15%. As of March 31, Guizhou Moutai is the fund’s third largest stock. In addition, it has also increased its holdings in Tencent, and its heavy holdings include Ping An of China, Alibaba, and NetEase. As of the end of March, the market value of Moutai in Kweichow held by this fund is US$877.9 billion, which is equivalent to more than RMB 5.7 billion. You know, this fund reduced its holdings in Moutai in late January this year. At that time, it was reported that as of the end of January, Guizhou Moutai was the fund’s fifth largest holding stock. Compared with the end of 2020, the fund held Guizhou. Moutai decreased by 3.66%. In addition to this fund, funds under the US Capital Group have reduced their holdings of Moutai at the end of 2020. After foreign capital reduced its holdings of Moutai, various core assets have begun to fall back this year. Take Moutai as an example, it has retraced 23% from the high point this year.

However, it is worth noting that the capital group that holds the largest number of shares in Moutai in the world, its “New World Fund” is still reducing its holdings in Moutai in March, and Morningstar’s data shows that its share has dropped by 7%.

It seems that foreign investment also has different views on Moutai.

Shareholders: Foreign investors are doing T?

Is white wine still fragrant?

On April 8th, China Merchants Food invited several guests to discuss the valuation of liquor, which investors are more concerned about, in the form of interviews. Share how to price liquor assets and how to invest in liquor under different investment frameworks.

Among them, Huang Ruiqi, senior fund manager of Allianz Global, mentioned that the stock price of the liquor sector rose too fast last year, which exceeded the support provided by profit growth. The latter part mainly relied on the increase in valuation, and a relatively dangerous situation appeared. The callback is only a matter of time. After the Spring Festival holiday, investment sentiment changed, triggering a sharp drop in stock prices. We tracked the channel and found that the fundamentals did not change much, so we judged that the volatility since the beginning of the year has little to do with basic factors, mainly due to the outflow of profitable funds brought about by the change in investment sentiment.

The valuation increase of A-share liquor stocks in the past few years is also partly due to foreign participation. Overseas institutional investors generally focus on the balance of returns and risks, so they are willing to give higher valuations to stocks with stable growth (such as food and beverages). The same situation has occurred in A shares in recent years.

As for the flow of funds, I believe that the inflow of funds into A-shares will be a long-term structural growth, because the proportion of China’s A-shares in global asset allocation is still seriously low. If you look at the current A shares, they actually only account for less than 5% of the MSCI index. Eventually, if the A shares are fully included, the proportion will be more than four or five times the current amount. Therefore, overseas investors are very clear about this. Whenever A shares fall severely, they will seize the opportunity. The steady growth of liquor must be given priority.

Hou Hao, manager of China Merchants China Securities Liquor Fund, said that the problem with high valuations is that any disturbance will bring changes in marginal funds, which will lead to follow-up of trend funds. This is the situation in which disturbances occur after the holiday, and the volatility caused by the follow-up of marginal funds and trend funds increases. From the perspective of the next 3-5 year cycle, this year is the starting point for many companies in the liquor industry in the 14th Five-Year Plan period. I learned at the rum party that the future development pattern and trend of the entire industry will be better. The future space looks at prices first, and prices change with changes in the level of economic development and per capita income. In terms of volume, some high-end and sub-high-end brands, especially sauce wine and companies with base wine reserves, will see obvious marginal changes in the next five years. Another major change factor, which has been discussed a lot, is the change in the price band of overtaking in the corner that may be brought about by the change in the opinions of opinion leaders. This point is actually hard to ignore.

U.S. stocks hit another record high, the Dow rose to 34,000 points for the first time

A-share stockholders cried with envy, and US stocks hit a new high tonight.

On the 15th U.S. time, driven by positive economic data and earnings reports, the three major U.S. stock indexes closed up. The Dow rose 0.9%, the S&P 500 rose 1.11%, and the Nasdaq rose 1.31%. The Dow and S&P 500 both achieved record gains. A new high was closed. The precious metals sector was among the top gainers. Harmony Gold rose more than 7%, and Pan American Silver rose nearly 5%. Chip stocks NVIDIA and AMD rose more than 5%. Most of the Chinese concept stocks closed down, with new energy vehicles leading the decline, ideal cars falling by more than 6%, Xiaopeng Motors by more than 4%, and Weilai by more than 3%.

The US Department of Commerce reported that US retail sales in March increased by 9.8% month-on-month, a new high since May last year, far exceeding expectations of 5.9%. According to data from the US Department of Labor, the number of people applying for unemployment benefits for the first time last week fell from 744,000 in the previous week to 576,000, a record low since the week of March 14 last year. It was better than market expectations and both helped US stocks rise.

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Starting next year, Hyundai Motor and Kia will launch pure electric vehicles in China every year.

Hyundai and Kia fell out of TOP15 sales in the first quarter

As we all know, China, as the world’s fastest-growing economy, has become the world’s largest auto market. Here, there are the world’s largest and youngest consumer groups and the most complex and diverse car-using scenes. The so-called Chinese market wins the world, but in the past few years, due to political factors, superimposed product strength, quality reputation and other multiple reasons, Korean brands have been difficult to improve in recent years. According to the March sales statistics of the National Travel Association, no matter whether it is at the level of car companies or the models of various market segments, the sales TOP15 list can not find the names of two Korean companies and related products. In the 2020 annual report released by BAIC Group, although it did not disclose the specific revenue and gross profit of its joint venture Beijing Hyundai, the announcement revealed that Beijing Hyundai’s terminal sales volume was 502,000, which has been declining for 4 years. In contrast, Dongfeng Yueda Kia’s situation is slightly better. The brand officially announced that the sales volume in 2020 will be 249,300 vehicles, a year-on-year increase of 2.6%.

It can be said that if Hyundai and Kia do not make changes, their prospects will be even more bleak under the trend that their own brands continue to rise.

Therefore, Hyundai Kia has proposed four core strategies, which can be simplified into four aspects. First, further strengthen localized R&D and launch exclusive high-quality products and services for Chinese consumers; second, import exclusive electric vehicle products recognized by the global market into the Chinese market; third, make full use of them to start earlier Promoting the transformation and upgrading of joint venture brands to become a brand favored by Chinese consumers.

New energy products in China will increase to 21

According to Hyundai Kia’s strategic announcement this time, they will further strengthen China’s localized R&D and marketing efforts, and launch products and services that are more valuable to Chinese users. According to reports, Hyundai Kia plans to establish its first overseas advanced digital R&D center in Shanghai in the second half of this year. The R&D center will focus on the current four disruptive technology development directions-autonomous driving, interconnection technology, electrification and shared travel, and accelerate the digital transformation of Hyundai and Kia in China. At the same time, Beijing Hyundai and Dongfeng Yueda Kia will also carry out business innovation in all links including production, sales and marketing, focusing on the needs of local users.

In response to the major changes in the electrification of the global automotive industry, Hyundai and Kia will simultaneously develop all new energy models including hybrid, plug-in hybrid, pure electric and hydrogen fuel cells. In 2020, sales of Hyundai and Kia plug-in hybrid models and pure electric vehicles ranked fourth in the world. In December 2020, Hyundai·Kia created E-GMP, a global modular platform for electrification. The strategic products IONIQ 5 and Kia EV6 respectively launched by Hyundai and Kia are based on this E-GMP platform. Hyundai Motor’s IONIQ 5 received 18,000 orders in just one hour in Korea’s pre-sale, breaking the local pre-sale record of the Korean car brand. Kia’s EV6 orders reached 21,016 on the day the pre-sales officially opened in South Korea, reaching 162% of the 2021 sales target. As for the Chinese market, Hyundai Kia has made it clear that it will accelerate the pace of new electric vehicle launches.

Starting next year, Hyundai Motor and Kia will launch pure electric vehicles in China every year. IONIQ (艾尼氪) 5. EV6 will be introduced one after another, and a dedicated pure electric model for the Chinese market will be launched. By 2030, Hyundai Motor and Kia plan to increase the number of new energy products in China to 21 models, covering hybrid vehicles and hydrogen fuel cell vehicles.

E-GMP, an electrified global modular platform built by Hyundai and Kia

In particular, Hyundai and Kia have made great efforts in the R&D and application of hydrogen fuel cell technology in recent years. As the first company to mass-produce hydrogen fuel cell vehicles, the world’s first hydrogen fuel cell dedicated model NEXO was launched in 2018. In the field of commercial vehicles, the first mass-produced hydrogen fuel cell heavy truck XCIENT Fuel Cell has also achieved commercial operation in Switzerland. At the end of last year, Hyundai Motor also released the exclusive brand HTWO for hydrogen fuel cell systems. At the same time, they also introduced their hydrogen fuel cell technology to China. The group’s first overseas hydrogen fuel cell system production and sales base “HTWO Guangzhou” is expected to be officially completed in the second half of 2022, and the total investment is expected to reach 8.5 billion yuan by 2030. RMB (including factory operating expenses). This will be the first plant named after Hyundai’s hydrogen fuel cell exclusive brand “HTWO”, and it will also be China’s first large-scale hydrogen fuel cell system production dedicated plant.

At the brand level, Beijing Hyundai will continue to implement the “HSMART+” technology brand strategy and develop into an innovative brand focusing on smart experience. Through innovative technologies in the three areas of environmentally friendly travel, connected travel and free travel, it will provide consumers with a new travel experience . As for Dongfeng Yueda Kia, it will simultaneously become a fashionable and young mobile travel brand. During the Shanghai Auto Show a few days later, in addition to all Kia models equipped with new logos, Dongfeng Yueda Kia will also fully upgrade its dealer network based on new standards, and deploy high-end direct experience centers and specialty city experience stores in major cities across the country. Wait.

Southern Reporter Liang Luozhe