The Korean car returned to liberation overnight? Sadd’s influence was so great

South Korean cars have had a hard time in recent days. Everyone knows that, whether it is a drop in the sales volume at the macro level or a micro-level loss of 1.2 million from the Kia dealers, this has all been demonstrated. What kind of mystical power is it?

Sadr's influence is far greater than he imagined

In conversations with media and auto industry practitioners, most people believe that the decline in car sales in South Korea is due to the upward movement of independent brands. The Sader turmoil between China and South Korea is not considered to be the main reason. After all, this incident did not make Japan's illegal nationalization of the Diaoyu Islands a big disaster.

However, when we inquired about the relevant data, we found that the impact of Sadr storm was far greater than we thought.

Baidu Index can reflect the user's attention to certain keywords. We have selected four keywords: Sade, Kia, Hyundai, and Samsung, and we have observed the trend of the related index before and after the important node of Sadr.

The Sadr storm has two important time points. One is between July and August 2016. The South Korean Ministry of National Defense announced that it will deploy the Saad system (hereinafter referred to as node one), and the second is February-March 2017. South Korea actually started deploying Saad (Node 2).

The Baidu Index shows that from 2011 to node one, the attention of both Kia and Hyundai keywords has steadily increased.

Between the announcement of deployment in South Korea and the actual deployment, the attention of Kia and Hyundai still grew moderately.

However, after South Korea actually started deploying Saad in 2017, Kia’s attention has turned sharply, dropping from about 15,000 in February 2017 to less than 8300 in December.

How much attention do you have about Saad? In March 2017, when Sade began to deploy in South Korea, Sade’s Baidu Index peaked at 548,800.

From the perspective of sales volume, as South Korea announced in March 2017 that it had officially deployed Saad, sales of Korean cars dropped in a fall, reaching a monthly drop of 52%; April-June’s decline further climbed to more than 60%, even if It is the “Golden Nine Silver Ten”, and sales are still down more than 20% year-on-year.

Obviously, both attention and sales show us the power of the "Sade incident." We cannot be sure whether Sade can help South Korea improve the level of homeland security, but we can be sure that the Saddam storm has seriously hurt the feelings of Chinese consumers and caused Korean companies to suffer in China.

Korean car recovery strength? difficult

Readers concerned about the automotive market should be impressed by the impact of the Sino-Japanese relations conflict triggered by the Japanese government’s illegal nationalization of the Diaoyu Islands in 2012 on the performance of Japanese cars in the Chinese market.

Baidu Index shows that even considering that the average Baidu search index in 2012 was a lot lower than in 2017, the Chinese concern for Diaoyu Islands was still an order of magnitude higher than that of Sadd, and the “Diaoyudao” Baidu search index peaked at 1.68 million. It is almost three times that of Sade.

With the overall growth of the market, the sales of Japanese brands have therefore fallen (below), which has directly led to a sharp decline in market share. The German brands have benefited greatly.

From the trend of changes in market share, we found that as the sales volume of Chinese auto brands increased, the share of joint venture brands fell steadily. However, in 2017, the share of Korean cars led the decline, both the German and Japanese systems reversed upwards, and even the decline in the market share of American and French cars slowed down.

From the perspective of market segments, in the highly competitive car market (above), the market share of South Koreans has fallen by 4 percentage points, helping China's own brand products to stop falling and rising, and at the same time accelerating the rise of Japanese brand share.

The situation in the SUV market (above) is even less optimistic. The Korean brand's market share has further dropped to 2.6%, which is almost the same as that of legal brands that have not existed for a long time.

Another point worthy of our attention is that the Kia brand with “1.2 million dealer losses” is obviously more wounded than modern. From the current sales data, it can be seen that Kia only has a monthly sales volume of a compact sedan K3 that has returned to more than 10,000 units, and the sales of other models have been appalling. In particular, the sales volume of SUVs is less than 10,000 units in total, which is still hot in SUVs. In the current situation, as the competition in the SUV market has further intensified, the quality of the self-owned brand SUV products has been further improved, leaving Kia and the modern time, and really not much.

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