Key information from the National Federation of daily news
by automobile this week outlined:
1. 9 fourth week of our continued high
9 over the same period a narrow early sales of passenger car manufacturers rising trend, same week a record high of .9 in the first week only 4 days, in addition to Sept. 2 in the oil price adjustment factors on the September start of the negative impact on sales. But the second and third week weeks of the manufacturers sales quickly pulled from the first week of the stage rose to 23,800 daily average 3.12 million units in the second week, to 3.25 million units in the third week, fourth week to 36,500 units, which is the second manufacturer in the monthly and third week, fourth week sales record highs.
Although the National Day holiday this week, adjusted for Sunday due to work 5 days this week, only 6 days natural day, but have little effect .
9 narrow passenger car sales in the first week in August first week than the 14% increase in sales over the second week of the second week of August rose 4% in the third week of the third week of sales volume increased by 10 August %, the fourth week of the fourth week of sales volume in August rose 11%.
but if the light of the trend growth rate over the same period in 2008 fall in September sales compared with the first week of factory the first week of September 2008 increased by 127% in the second weeks of the second week of sales for the same period increased by 107% in the third week of sales for the same period increased by 63% the third week, fourth week of the fourth week of sales for the same period increased by 66%. This shows that in September the trend of steady increase in manufacturers.
as more working days in September, and the current progress of the fast, narrow passenger car market in September was another bumper month, and 9 months is also a strong trend of micro-off manufacturers, record is inevitable.
2. part of the corporate performance super narrow
9 months of strong growth in passenger car market. Although the progress of road this weekend with only 83% of working days, but most of the main manufacturers are more in August than the growth in the schedule. which, Beijing Hyundai and other companies in August to build on the strong growth in high growth, especially in the case there are four working days, the Shanghai GM factory has sold more than 6 million units, Beijing Hyundai has topped 5 million units , there South Volkswagen, Shanghai GM, Beijing Hyundai four months has exceeded 5 million units sold a strong situation. and the full month ahead of time beyond the August sales of the manufacturers are everywhere, and in pairs. It is estimated there will be exceeded in September 70,000 units sales of passenger car manufacturers to narrow.
Shanghai main models of its new collaboration with the sales performance of the further growth of the eye-catching. Dongfeng Honda, Guangzhou Toyota, driven by new products, sales have greatly exceeded the progress schedule. < br> 3. this week, no major new cars and price information
Chengdu Motor Show a new car this year's listing of the main stage, which led to many new car market later than usual, but then quickly calm the market of new products, the relative 9 in 08 appeared at the end of the complex picture of a more orderly. This week's free car price competition does not reflect the substantial intensification of some of the new models introduced are more robust, better time control, and actual market prices less volatile, which is ten gold nine silver market is effectively promoted.
4. 9 February auto
can achieve the 1.3 million passenger car sales under the current 82 million a narrow neutral judge, with Micro-off of the strong trend of mini cars in September to 22 million (17 million micro-off), while passenger car sales of 30,000 units, truck sales of 220,000 units, the September car sales reached 1.29 million units. in accordance with the national standard diameter, which multiply Car diameter of about 100 million units there are opportunities, and commercial opportunities of 30 million is in the affirmative. the normal trend in car sales should be in between 125-130 million, a record high there is no suspense.
5 .
whole series this week to promote the project quickly and Guangzhou Automobile SAIC to launch its own commercial vehicles are high-profile focus of the project, SAIC Iveco Commercial Vehicle hope that the rapid rise of cooperation, and Hino, Guangzhou Auto is the strength of staying the breakthrough. This is a large group of new initiatives. But whether large group market is all-rounder, which is questionable, we have both an independent commercial large group, but also the entire series of large group, China's large-scale automotive certainly the number of manufacturers in the world.
the trend is difficult to adjust production capacity can be achieved.
6. balanced and harmonious relationship with
balance of the meeting the concept of the United States Obama, want the world to balance, China's exports is the way to balance the adjustment, the United States more and more exports, more domestic demand in China and more developed.
General Secretary Hu's balance is both part of the imbalance between national savings and consumption, trade imbalances, but also performance of the world distribution of wealth imbalance, resource availability and consumption imbalances, the international monetary system and imbalance. imbalance in North-South development gap is the root cause.
and our car is not necessarily a harmonious balance between the concept of the concept, each enterprise has its own advantages in resources to balance development of a number of large group is not a good thing. and strengthen its own advantages of the project, rather than the fast road to a full range of performance is harmony, balance is not necessarily perfect.
7. the expansion of large groups Road
expansion news this week for a large group more. SAIC and overseas expansion, mainly in Jiangsu and Zhejiang, GM-Wuling's Indian project worth the wait. easterly north and south of Guangzhou, Zhengzhou expansion of the solid base is also worth noting . At present the layout of the formation of Jilin FAW, SAIC and overseas layout of Shanghai, Nanjing, east of Zhengzhou, Wuhan, Guangzhou layout. The layout is quite distinctive, in the current pattern of industrial adjustment, the large group expansion path worthy of attention.
8. Chinese brand confusion
the rapid development of the auto market, the new concept is emerging, in the joint brand, the Chinese own brand, the brand appeared. Chinese brand is a concept of origin, rather than the concept of interest . own brand of products is associated with their own power, to obtain the maximum product benefits. The Chinese concept of the brand is not the case, the domestic auto companies have responsibility to develop their own brands rather than the development of Chinese brands Quxianjiuguo.
a , new products, price scanning
no.
Second, the macroeconomic environment and policy information
1. Hu Jintao attended the G20 summit focuses on three firm.
Hu Jintao stressed three firm : First, the firm to stimulate economic growth; second, unswervingly push forward reform of the international financial system; third, firmly promote the balanced development of world economy ..
Analysis:. stimulate the economy and the success of the policy is At the core of the promotion of international will to reform is reflected strong China, the world economy, balanced development of China's obligations.
2. Obama: Twenty members of the Group taken measures to save the global economy.
Austria Alabama Pittsburgh, said the Group of Twenty finance summit concrete results in the following four areas. First of all, the members agreed to consolidate the economic recovery continued to strengthen fiscal stimulus before, not only to ensure economic recovery, but also to ensure that job growth. Second , members agreed to take concrete measures to implement tough new measures of financial regulation and financial reforms to strengthen the consensus on a number of measures, including increased transparency in the financial derivatives market, the corporate executives and corporate long-term performance-related pay. Again, the members agreed to phase out financial subsidies for fossil fuels in order to complete the 21st century energy economy. Finally, members agreed to reform the international economic cooperation and management system to meet the economic realities of the 21st century, including an increase in emerging economies in international financial institutions, the voice and vote ..
Analysis:. employment growth is the next step is more important indicators of economic stimulus, and the proposed exit strategy is a step forward.
3. the State Council through the central region planning.
Premier Wen Jiabao on September 23 presided over a State Council executive meeting to discuss and adopt in principle , is an important grain production base, energy and raw material base, equipment manufacturing base and a comprehensive transportation hub in the pattern of economic and social development plays an important role. Shishi , actively develop modern agriculture. Second, we should optimize the layout in accordance with, focus on the development and efficient use of deep processing, safety and environmental protection principles, consolidating and enhancing the status of important energy and raw material base. Third, we need to core technology, key technology research and development as a focal point, building modern equipment manufacturing and high technology industries. Fourth, we optimize the transport of resources, strengthen the comprehensive transportation hub. Five to accelerate the formation along the Yangtze River, Hai, Beijing-Guangzhou and Beijing-Kowloon actively foster a vibrant urban agglomerations; promoting the old industrial bases and resources cities, the development of county economy, speed up the old revolutionary base areas, ethnic minority areas and poor areas. VI should strive to develop a recycling economy. VII to give priority to developing education. eight to speed up reform and institutional innovation.
analysis:. the central difficulty of the rapid rise is not small.
4. National Development and Reform Commission: China will further increase the economic restructuring.
structural adjustment is the current changes in mode of development, promote economic development of a very important aspect. In the future, China will further increase structural adjustment efforts. Next, energy saving, environmental protection, recycling and other economic and energy services industry will introduce a series of new policies. arduous task of structural adjustment, will further intensify.
Analysis:. automotive industry focus on energy and other adjustments are quick to adjust.
5. central bank survey showed residents of the rising willingness to invest.
24 People's Bank of China released the first 3 quarters of the urban depositors, entrepreneurs, bankers, survey results show that residential investment, buyers will continue to rise, savings will have come down on price satisfaction continue to weaken. boom of two consecutive quarters of corporate recovery , bankers believe that the banking boom sustainable recovery.
residents satisfaction with prices down, but buyers will continue to rise. there are more than fifths (65.2%) of urban residents believe that the current prices expected for the next 3 months the proportion of the purchase and the purchaser of the residents were 17.1% and 12.8%, up 1.3 from the previous quarter and 0.6 percentage points ..
Analysis:. car demand growth faster growth without shelter, But the trend is still rising.
6. Congress by the Institute: China's economy will enter a weakness, will enter a long period of by the world economic crisis, China's economic growth in the concentration of exposed structural problems, economic growth into the downward adjustment of this range, including the resource allocation system transition effects to bring the dividends of globalization, demographic dividend, urbanization and industrialization, economic growth and other traditional anchor faded. future economic growth in China will enter a further promote the reform to bring increased efficiency of resource allocation.
analysis:. consumption rate increase and urbanization will further accelerate the vehicle Dengjun popularity.
7. Fed: Economic recovery is still a weak exit time. < br> the end of the Federal Reserve two-day meeting on interest rates, recognizing there are signs that the U.S. economy is recovering from a prolonged recession, but still keep interest rates from 0 to 0.25%, to retain trillion rescue plan to the first quarter of next year to support the fragile recovery process ..
Analysis:. as consumer confidence remained weak, with unemployment expected to continue to rise, the Fed is very concerned about the staying power of recovery.
8. Ministry of Industry: Motor vehicle parts car companies countryside disqualified.
Ministry of Finance, the Ministry of Industry announced a number of 27 was canceled qualified motor vehicles and motorcycles countryside enterprises. no longer enjoy the subsidies to rural areas of the truck manufacturers including Ganzhou River Central 8 products Motor Company, Hebei Changzheng Motor Company 2 product, 3 Peony Motor Company products, Sichuan, China Xun 3 livestock products, machinery company, Suizhou power of God's Special Purpose Vehicle 2 products. no longer enjoy subsidies to rural areas of micro-bus manufacturing companies, including Anhui Huayang Motor Company products ...
Analysis 2:. car to the countryside can not grab all the business market, the network advantages of leading enterprises such as the further embodiment of the competition differentiation led some companies to exit.
.
Third, new car information
1. E200K and push China-made Mercedes-Benz E260, the lowest price is expected to 40 million.
Mercedes-Benz also announced the news, have already been After the new C180 will be made to determine next year, will also have imported and domestically produced E-Class extended version of the two low-emission models mmE200K and E260. Infiniti G25 a mid-displacement sport sedan will also be put into operation and Analysis of global marketing ..
:. Audi temptation of huge success, combined with localization rate is compromised, leading to high-end models Ashkenazi trend is clearly downward, the localization of the product line price surges downward began. But the displacement of Japanese cars down main purpose is tax avoidance, rather than take the initiative to reduce emissions. a new generation of Mercedes-Benz E Class in E200 CDI Blue EFFICIENCY overseas to E500 4MATIC other combinations of 12 different dynamic production model, Mercedes-Benz E-class but there is only one in the domestic sales of 3.0L displacement models, compared to the Audi A6L 的 2.0T ~ 3.0T 5 kinds of displacement and the BMW 2.0L ~ 3.0L 3 kinds of displacement, the Mercedes-Benz E and the introduction of lower emission E260 E200, one is rich in its product portfolio in the country, reducing the entry price of E-class.
2. FAW Mazda 3 new models introduced next year, build the product line.
2010 years, the FAW-Mazda will increase the wing coupe Core 8, two-and Mazda-made cars, imported vehicles, cross-SUV CX-7 has also ordered the introduction of the work carried out ..
analysis:. Mazda not rich in its own product line, and the Changan Mazda's recent access to more resources, it can only rely on self-FAW Mazda.
3. 10 New Motor Vehicle.
MG 3SW MG models will be in October Add 1.4L CVT models, namely, the price is about 8.5-9.5 million liters .1.4 MG 3SW models equipped with CVT transmission used with the 1.8L, like all products offered by ZF in Germany.
the use of domestic CVT QASHQAI new gearbox will be on sale in October, reported the top with this new car model is also expected to use the panoramic sunroof, the comfort configuration.
Chery Storm 2 will be available in October, will be equipped with 1.5L engine . the FY-2 as the representative model of the Chery brand new sports Jiajiao - FY upcoming appearance at the end of October.
JAC and Yue Oct. 18 listing, and Yue sedan with 1.5L Mitsubishi engine engine or 1.5LVVT ; and Yue RS hatchback equipped with 1.8L engines.
Shenlong second plant will be completed on November 17 this year, domestic Citroen C5 will be offline on the same day.
year and next year there will be two full Changan Automobile New models available: the end of 2009 introduced a Crossover vehicle (MPV); next year, introduced a mini car class A00, there are two displacement 0.8L and 1.0L, body length of 3.6 meters. In addition, Zhi Xiang 1.6L hatchback model will be available this November, priced at less than 80,000.
Analysis:. MG and Xiao-off contrast CVT new models targeting big, MG is the concept of upward demand, while leisurely incremental customer is breaking down. Jianghuai A0 success of the A-Class car for more. Jianghuai mainly depends on the competition with Chang and Yue's performance.
4. Dongfeng Aeolus S30 New strategies will push a variety of exposure new car.
passenger cars as the cause of self-wind has just started, so the short term can only be based on the S30 platform to build derivative models to ease the pressure on the lack of models, as expected, the market in April next year, hatchback, travel cars and crossover and hybrid systems. In the B-class car based on the micro-electric cars started the project started, the wind technology center and the Dongfeng Electric Vehicle Co-development. C + platform up derivative products D platform also began pre- Research work in this platform Dongfeng Group intend to develop such crossover SUV.
Analysis:. own brand of rapid development after birth is very difficult short-term, many of them become independent by the joint venture products, technical superiority and low prices opportunities, and Aeolus obvious advantages in this, get a higher sales volume of the first battle, but the general effect of the incremental product serialization is not obvious.
IV News
1. Dongfeng Yulong second handshake brewing Chinese brand vehicles, which is Yulon years ago, Dongfeng Motor and desire. Dongfeng Motor and Yulon cooperation in the first car is 2.0 liter SUV, will be put into operation next year, 10 months ago. Dongfeng Motor announced its capital even if their own brands, Taiwanese is a joint venture. Chinese brand is a complex concept, after all, the different nature of Hong Kong, Macao-funded. is the development of core brands, Chinese brand is no such concept.
2. SAIC joint Iveco, to create a complete system of commercial vehicle business.
Shanghai Automotive Group Co., Ltd. (hereinafter referred to as the Shanghai Automotive) and Iveco of Italy to expand cooperation between the two sides of the basic principles of consensus and signed a framework agreement. in accordance with SAIC Vico Commercial Vehicle Investment Company of the existing platform, the integration of both commercial resources in China to create a complete commercial vehicle business systems. Shanghai Auto and Iveco intends to co-products range from light passenger cars, heavy trucks to expand Tai medium-sized buses, private cars and core components of the fields ..
:. Iveco commercial vehicle is the most SAIC's core resources, and its huge investment. from the FAW and see the steam, passenger cars mainly to see joint venture, commercial vehicles to see the strength, SAIC's status needs to make up for heavy trucks, etc., so SAIC huge investment.
3. Guangzhou Auto high-profile campaign commercial vehicles, Hino heavy truck and bus production
700 Monday, Tuesday, Guangzhou Auto, Hino in Guangzhou and Shenyang, the two bases have been organized by Inauguration Inauguration Ceremony, Hino heavy truck 700 series and Hino bus officially put into operation .9 21, Guangzhou Auto, Hino Motor Co., Ltd. in Guangzhou, Conghua Pearl Industrial Park held completion and operation of the factory cum big 700 series heavy truck production line-off ceremony. The success of the car off the assembly line commercial vehicle market in China will inject new power, completely changed the Guangzhou City, Guangdong Province, there is no history of heavy truck production capacity.
Analysis:. heavy truck market has been relatively stable, the main competitive advantage basically established, and the trend has started a joint venture, Hino no advantage.
4. SAIC-GM joint venture in India.
SAIC GM India acquisition plant matter has been basically completed and is currently SAIC GM India has become the largest shareholder of the factory. The most late this year or early next year, SAIC-GM-Wuling will be a mini-car production plant in India ..
analysis: . this is a door of opportunity, after all, India's huge demand for cars, and Wuling cost control ability, coupled with general marketing capabilities, a greater chance.
5. Adversity Nissan accelerate the pace of expansion in China to build three new factories.
DFL in the next two years, 6.5 billion will have been put in Guangzhou, Zhengzhou, Shiyan, and then build three new factories, DFL 2012 sales goal of 1 million expected ahead of schedule. In Guangzhou Huadu, Nissan will invest 50 billion to build the second plant, with production capacity 240,000, the total capacity of Dongfeng Nissan will reach 60 million units. Dongfeng commercial vehicle has planned additional investment of 15 billion, one based in Shiyan and then build a new engine plant will be 10 million units of new capacity, the second is building a second factory in Zhengzhou Nissan, will be completed in 2010, with production capacity 100,000 ..
Analysis:. The new factory building did not focus on the center of Wuhan, but the north and south as the core, Zhengzhou plant investment is not small, east of the north line clearer.
6. East, the fastest of the two plants to start in March next year, production capacity will reach 240,000.
9 23, according to Dongfeng Honda Automobile Co., Ltd. insider revealed to the Sina Auto, Dongfeng Honda plans to vote for the second factory site has been built by the local government approval, if everything goes smoothly , next March after approval through the National Development and Reform Commission is expected to start construction.
The second factory revenue shared equally by the two district governments.
Analysis:. Unfortunately, the East of this point is the maximum capacity of caution, this huge loss in the Chinese market. no courage to not become big business. so lucrative market, idle capacity is not the main consideration, so consider the short-term profits in the Honda.
7. FAW - Volkswagen Audi assembly plant (three plants) was officially put into operation.
FAW - Volkswagen put into production. New Audi Audi assembly shop is one of the world's most advanced factories, through the planning, production, logistics and quality assurance of all-digital management, the car production into a more efficient, more accurate, more environmentally friendly state. by to fully optimize production line layout, a large number of automation applications, reducing the manufacturing hours, to enhance the production efficiency and product quality. New Audi assembly plant will achieve an Audi off the assembly line every 2 minutes A4L.
Analysis:. the three largest plants One of the features is to save costs, including pre-digitized analog computer designed to save the factory cost, flexible grid devices also seem quite expensive, in fact, compatible with many products coming Audi, this is the big cost savings at least better than to re-move to change the entire line of hardware workstations, and a change of program can ..
8. Changan Ford Mazda 3.3 billion in new plants.
9 25, Changan Ford Mazda Automobile Co., Ltd. will invest in start new plant construction project in Chongqing. This is the CFMA following Chongqing, Nanjing and OEMs after two third factory. Chongqing, the new plant covers an area of about 100 hectares, with a total investment of 3.34 billion yuan, an initial annual capacity of 15 million units. outset of the project Upon completion, CFMA annual capacity will reach 60 million units. The project will be mainly used to produce the Ford brand passenger cars, the first production product for the new generation Ford Focus, which products will be available in China in 2012. Construction of the third the reasons for the factory, the original two plants in Chongqing and Nanjing, the state at full capacity, can not meet the needs of the market.
Analysis:. Ford and Mazda have to be rapid development in China, and the new plant in three years after the completion of such reserve capacity should be reasonable.
9. General Motors in Shanghai, Chinese Academy of Sciences was officially established.
9 24, GM announced the Chinese Academy of Sciences was established in Shanghai. This will be the General Motors Institute global R & D network is another important base of participation and led GM's global automotive technology forward-looking research and development work.
It is reported that General Motors, Chinese Academy of Sciences main areas of research will focus on advanced drive system, advanced manufacturing technology, big cities car traffic safety technology and forward-looking consumer-oriented R & D and other four areas of automotive technology research and development ..
Analysis:. General of China to further tap the full resources, so that appropriate technology for the Chinese market significant development.
10. Goldman inject foreign capital Geely Automobile among the two shareholders to pave the way for the merger.
Geely recent announcement that the company has with Goldman Sachs Capital Partners (GSCapital Partners VIFund, LP, referred to as GSCP In GSCP completely debt into equity and the realization for warrants, the Zealous and its affiliates for those who hold Geely cars will be 51.54 percent equity ratio decreased to 43.75%, and GSCP will have a 15.13% stake in Geely Automobile, Geely became Analysis of the second-largest shareholder ..
:. warrants the risk is that funds can withdraw, if the recent development of good luck, Goldman Sachs shares no problem. But if there is strategic risk running the outbreak of Geely, the funds out of The damage is great.
11. Toyota plans to launch a small family cars in the Chinese market.
24, Toyota said it will develop and market a small family cars for the Chinese market. than is currently in China Toyota sold the car, the new car will set a lower price. Toyota hopes to attract first-time buyers as customers, and increase sales in the inland areas of China.
new car is expected to accommodate about 4, displacement 1.2-liter small car, plans to put into operation by 2015. Toyota hopes to emulate the Japanese car's popularity during the selling of rapid economic development, is the cost, and profits of its closed system is difficult to reduce the cost of closure lead to, a good car does not necessarily have a good market.
12. Toyota plant in Shanghai built the ninth production in 2012.
Toyota has been gradually adjusted strategy in China, which has a key layout is in the next few years, Toyota will be added in China, the new map, the current plan is in the Yangtze River Delta in 2011 to the ninth joint venture factory, the initial location of Shanghai, the Toyota to enter the facility will serve as the Yangtze Delta, East China's important base for the regional market is expected to begin production in 2012. According to disclose, even though the initial production of the Toyota plant in Shanghai is 15 million, but according to according to long-term planning, the future mini-car sales in Shanghai plant Toyota will be in the territory of China in the key pivotal position occupied, the overall task assigned to the Department of Shanghai is 50 million. That is, even by a 1.8 million vehicle sales a month, the Toyota plant in Shanghai will be the follow-up years the introduction of 2 to 3 micro-car, positioned as entry-level models ..
Toyota Analysis:. Toyota located in Shanghai helps reduce component costs and achieve maximum sales results. But with Toyota's new leader took office in early The idea is different from Toyota's U.S. sales and factory in China to see its larger policy change.
V. News
1. China's auto exports for 12 consecutive months of negative growth.
Electromechanical and Science and Technology, Ministry of Commerce Zhouruo Jun, deputy director of Industry yesterday that the international financial crisis, the international automotive market, a serious decline, resulting in China's auto exports dropped significantly. From August 2008, China automobile exports have There were 12 consecutive months of negative growth ..
Analysis:. 12 consecutive months of decline is normal, the car export market, a sudden sharp decline of total capacity, plus 12 months of the year cyclical factors, automobile exports will rebound in coming months.
2. Toyota to be produced in China, given the new energy battery joint venture partner CITIC Guoan
Toyota's Toyota Tsusho joint venture in China plans to produce new energy battery materials, an initial joint venture partner CITIC Guoan. CITIC Guoan has recently signed a letter of intent with Toyota Tsusho, Both sides are interested in joint production and marketing of battery grade lithium carbonate and its downstream products of new energy industries, the two sides will also explore the battery grade lithium carbonate-based products such as battery materials and battery development and sales of cooperation ..
:. Toyota's battery-based international cooperation projects, and Toyota Tsusho ability to provide the raw material, is supply of raw material resource, batteries and other products more difficult. Toyota's commitment to electric vehicle research and development of new energy, new energy, the most important electric vehicles components are battery, motor and energy conversion control system, and to achieve rapid battery charging, security, high performance, high technical threshold, but also the most concentrated part of the profits. The new energy vehicles owned by CITIC Guoan MGL (MGL short ) company engaged in the key materials of lithium ion secondary battery, and high energy density lithium ion battery research and development, production and sales, is the largest lithium battery cathode material of lithium cobalt oxide and lithium manganese oxide manufacturer, Toyota selected CITIC Guoan production of new energy battery materials as a partner, is the reliance on raw materials in battery production technology and experience.
3. C-NCAP released the results of the third batch of six models evaluated.
s Three C-NCAP evaluation results conference details announced collar Xiang Beijing Hyundai, Mazda Rui Yi, BYD F0, Foton Midi IKEA, Changfeng CS6 and the new Peugeot 307 models of the impact of 6 test score and star rating. which Foton Midi IKEA, BYD F0 in the chest in side impact tests were 0, which somehow only 22.2 points, 38.9 points were evaluated 2 stars, 3 stars, the Mazda Rui Yi, the new Peugeot 307 with 5 star rating ..
Analysis:. The result of the high-end car collision is better, and own brand product design, although there is great progress, but the design for the accumulation of individual projects still need to continue to improve, and continuous improvement of its own brand after the formation of a true all-round product. but it does not mean zero-zero protection, should not be malicious speculation.
4. DPCA for the three cities jointly build a dual-brand stores .
4S stores that do not meet the requirements of open areas, Dragon will be more open 3S, 2S or 1S shop. between the Dragon and distributors of this new cooperation strategy. He said demand is not great in some third-tier cities, Dragon will be building the two brands Peugeot and Citroen joint stores, under the floor in a more market, will allow existing dealers to set up smaller in the form of its stores to meet the basic sales and after-sales functions.
analysis:. change a single 4S store marketing model, co-branded, lowering standards so is a better model. but both near the high degree of product will form a new problem.
six, multinational corporations and overseas markets
1. the United States approved the 5-year 2.9 billion allocated special funds.
, components, automotive communications systems and network infrastructure. In addition, the project will also provide new vehicles, engines and spare parts manufacturing and R & D and testing equipment to support ..
of transformation:. Europe's car allowance policy has become the response to the crisis and the main measures to remain competitive.
2. French automobile environmental incentives the new changes in 2010.
2010 onwards, the French auto incentives are new changes in the environment, buy a clean car (CO2 emissions per km less than 100 grams) ...
Thursday, March 3, 2011
Tuesday, March 1, 2011
Current Situation and automotive after-market demand analysis
China's auto market in 2010 was an important year in history, is also a historic year, at present, the development of China's car market to double-digit growth rate, is the world's fastest growing automobile industry. China's auto market promising development, has become the stock market, the housing market in parallel to support an important market for China's economy is currently in the development of the three pillars of the best markets. China's auto sales market has entered the era of coexistence of a variety of marketing formats, automobile manufacturing , automotive marketing, automotive aftermarket should have a new development and changes, including marketing skills needed talent, and has become the consensus of the industry.
First, the domestic auto sales market in 2010 Trends in the
(a) , domestic car sales market fundamentals of
comprehensive analysis of automobile market:
1, only 15 million by the year car sales target, the monthly average sales levels should be maintained at 1.25 million (June sales were: 1,294,200 and 1,132,000), June auto sales have been below the monthly average level for the first time.
2,7 months is lower than both the national car sales for the first time on average, and in July the average monthly sales of less than 16% drop considerably, and into the August car sales market is still in decline, how complete the 1700-1800 million sales target?
3, of particular concern is what has happened in this case, 7 1 countries have officially implemented from the date of 3,000 energy-saving car allowance policy, the country has a huge impact, car sales also true situation, imagine if there is no such stimulus policy, certainly lower than auto sales 100 million on sales of automotive cars!
4,7 month in a state of substantially reduced production, sales offset still occurs in 18 million of the stock, and further that the national car sales market in a rapid decline in the state.
5, while there appears national car price promotions and increasing marketing efforts, luxury cars, high-end cars, in the end cars, economy cars while prices, promotional efforts since 2009 are also rare.
6, other factors also, such as: high temperatures, the national flood, drought and so on automobile consumption have had a greater impact.
(b), the development potential of the domestic automobile market analysis:
(1), China's auto market, consumer's basic surface remained unchanged
A, update period, universal Analytic: China is universal Qi
B, the first time consumers nationwide more than 75% car still
C, thousands of car ownership (World 120 Taiwan, China is only 60).
(2), the number of motor vehicle drivers to maintain high growth momentum
data, to 2009, car ownership in China exceeded 80 million, has become the world's second car power. which exceeded 135.65 million private cars, private cars to reach 46.24 million, which accounted for a new car within 4 years 60%.
estimated that by 2010, the national vehicle population will reach 90 million, according to Beijing on Department predicts that by 2010 the car ownership in Beijing will reach nearly 5 million.
This means that the automotive consumer and automotive aftermarket will be a huge, sustained and rapid development of the market.
(3) , capital: 19 million resident population of 600 million floating population
A, car ownership 4,400,000;
B, the capital has more than 600 million driver's license who has (200 million people without cars).
( 4), government soft on the auto consumption policy
A, 1.6 List the following cars meet the energy subsidy of 3,000 yuan per vehicle policy
B, speed up the retirement of updates, subsidies and subsidies to improve trade-in
C, 7918 mm Beijing seven radiation works radiation; National Civil nine distributors; things 18 distributors nationwide, will begin in the second half pulling the heavy truck market; commercial vehicles (including large customers) :09-10 will stimulate growth in sales).
(5), 09 4 trillion national investment in infrastructure will stimulate market demand for commercial vehicles commercial vehicle market demand pull
(SUVs)
(6), under vehicles Rural (60% -70% in rural areas)
增量不增收 to ensure the third quarter and second half of the total sales. trigger changes in the sales model, combined model (product + channel + service mode).
( 7), the first generation of only children have been to the married stage, as housing, auto demand in the main force.
(8), 2000 purchase of the car before and after the update stage has now been reached, replacement active. According to statistics, Japan 5 -6, China is 7-9 years. According to the survey, up to 36% of consumers intend to transfer.
(9), improved car credit schemes, promotion of credit car.
(10), on policy orientation: interactive tour 186 cities nationwide, pulling road transport, Travel, the automobile market.
(11), local governments across the country as the automobile industry a pillar industry mm stimulate the market.
(12), the National Marriage market is huge, 2,200 people registered every year of marriage (both men and women), and the formation of 11 million new households. was married in the total cost of the market over one trillion yuan, of which 10% of the family car, will add 1 million purchase car consumption.
(13), how to understand the policy of expanding domestic demand (such as infrastructure)
from new development, new content, new ways to consider (such as: play, travel, leisure); the transition period: No room and board by .
(14), significantly accelerate the demand for housing stock is digested
part of the property market, the supply of new flats into a sharp drop in fourth, while the sales surge into four;
(15), note: car dealers (expected ) generally more optimistic than the car manufacturer;
(16), modified car market will form a car market
A. 09 transactions 3,300,000 estimated ,2010-2012 8000000
B. Recent investigations: In the U.S., new car owners, 49% female, second-hand car buyers accounted for 55% . 80% of women affect the decision-making
C. family car used-car market will come to the great development opportunity (China Automobile Dealers Association analysis)
D. National used-car market in 2009 increased 60% over the same period .
(18), the rapid growth of automobile consumption county, an increase far higher than one hundred twenty-three City
According to the media March 26, 2009 reported that the national administrative divisions under the tables in 2008, China now has the county level City 374, 1,642 counties (county, flag, Autonomous Banner, DC, and forest), administered 38,290 towns and future authority of the department of international and domestic automotive market forecasting Conclusion:
mm international average car consumer high-speed development has two important stages:
(1) The first period of rapid growth: (5 years or so)
by the the development of 5 to 15 or 20 units / thousand holdings:
. the world average: 120 / thousand
. China: 30 / thousand
. Beijing: 60 / thousand
2, the country a car park, more than 520 car market, the market employing about 2,000-3,000 people, the other: Each 4S shops employing about 100 people, the two together about 300 million people nationwide in automotive marketing services.
3, currently, there are 374 county-level cities, 1,642 counties under the jurisdiction of township 38 290 , the state is developing townships, villages highway planning, rural auto consumption will be a bigger market potential;
4, the country has more than 700 auto parts, automotive supplies market, general auto parts market has more than 500 business households, the largest auto market in Shiyan, Hubei has 2,000 businesses, employing about 2,000-3,000 people each market, engaged in auto parts, automotive supplies market services, nearly 100 million people around the left;
5, second-hand cars across the country market more than 600 employees an average of 500-1000 people each market (the largest second-hand car market Beijing old motor vehicle market as more than 3,000 employees), about 60 million people nationwide in used car market services; < br> 6, 2009 年初 the country in the auto repair industry: The maintenance company 359 622, a class of 10,565, second 52,712; workload 210,105,903 times, and vehicle 1,538,014 motorcycles were, assembly 4,792,495 times, and two-dimensional 23,488,491 motorcycles were, special 153 605 095 motorcycles were, rescue 2,297,529 vehicles. employing millions of people around about;
7, directly engaged in the automotive aftermarket services, finance, insurance, car rental, beauty decoration, automotive equipment, information consulting, car culture, motor sport and other fields, will also have millions of people participating.
8, on the traffic situation analysis
abroad: 157 people died in traffic accidents every year the world average of 4,300 a day, every 179 hours, showing large losses.
country: an annual average of 9-10 million people died of traffic accidents, 274 people per day, equivalent to a daily average fell 737! average annual rate of 3-5 units need to be scrapped car accident, recovery, repair shows a large loss.
(d), car sales market demand for talent development and changes in the environment
1, the automotive industry well into the automobile era, the era of internationalization, including marketing, sale services;
2, cars have entered the era of high technology products, automobile configuration has high-tech;
3, automobile marketing has entered the social scale, the group, the network stage;
4, car sales well into the era of fierce competition, requires constant innovation, we need to introduce high-tech means competition for talent is particularly prominent;
5, consumers become increasingly sophisticated, automotive technology is being used by outsiders into insiders, increasing appetite , requiring higher and higher;
6, the rapid development of China's auto market, with car sales, service personnel needs have become increasingly prominent, especially the senior skilled personnel.
Second, the domestic auto industry aftermarket changes in trends
(a), on the car service market analysis
1, automotive aftermarket, including project description
(1), introduced
automotive aftermarket vehicle sales to consumers later, around car, keep a car, a series of links needed to transfer the services referred to as car service, resulting in the consumer market, known as , second-hand car business transformation, car washing, beauty, financial services. insurance, rescue, leasing, consulting, automobile culture, etc are all areas of automotive after market.
(2), the basic characteristics of the market repair and maintenance
is one of the key automotive aftermarket, which has three consumer characteristics: First, higher levels of consumption, and second, to consumption and the third is repetitive consumption.
main requirements of service consumers are three major factors: The first is convenience, and the second is a brand of trust. The third is a supplier of professional level requirements.
compared with developed countries, China's automotive aftermarket has just started, the large number of enterprises involved, However, subject to various conditions, general format is simple, small, and the service quality of service varies.
(3), development prospects
data, to 2009, car ownership in China exceeded 80 million vehicles, has become the world's second car power. which exceeded 135.65 million private cars, private cars to reach 46.24 million, which accounted for a new car within 4 years 60%.
estimated that by 2010, the national vehicle population will to reach 90 million, according to Beijing authorities predict that by 2010 the car ownership in Beijing will reach nearly 5 million.
This means that the automotive consumer and automotive aftermarket will be a huge, sustained rapid development of market.
2, and foreign service markets on a certain understanding of differences;
According to media reports, according to the U.S. Automotive Aftermarket Industry Association's definition, the so-called After the repair and maintenance parts and services used car repair workshop in many forms, the customer according to their preferences, and the extent of the damage the car in need of repair project area select the appropriate manufacturers. If you are willing to spend money to buy rest assured, the owner can repair the original point; if the map save money, went to some small shops, a considerable portion of their parts are imported from Asia, where many still made in China; if you like it-yourself DIY, go to a special car supermarket or large department stores and supermarkets in the auto parts counter .
3, changes in domestic and international market development, after-sales service:
(1), China: The service letter shall face a wide range, with obvious Chinese characteristics, in addition to other large-scale automotive products, marketing and service scale than occupying a large proportion of low, most of the brands in the low level of need, scale.
(2), foreign: The foreign car service industry showing the three major trends:
First:, brand management. It consists of auto vehicle manufacturers and professional service providers into two categories. Such large-scale repair works, sophisticated production equipment, maintenance personnel have received uniform training, technically authoritative, the target is mainly fixed brand of car maintenance.
Second, the concept shifted from repair maintenance. foreign auto makers believe that true service is to ensure proper use of the user, to give customers added value through services, manufacturers in product manufacturing, repair proposed the concept of zero , the focus shifted to service maintenance.
Third, high-tech constant infiltration. With the technology, the car getting higher and higher levels of electronic, automotive warranty more complex application of a large number of high-tech maintenance equipment in the automotive repair industry. With the development of network technology, vehicle maintenance, ready to re-line for maintenance information, diagnostic data, schematics, repair procedures, etc., reducing the maintenance companies of different sizes to obtain technical information on the differences.
( 3), a very large group of foreign car service valued China's huge market potential, have entered the Chinese market. John the United States such as the U.S. companies, such as Robert Bosch GmbH of Germany, such as Japan's Odd Backus, Korea, Australia and other countries of the companies .
(b), on the car service market problems
1, backward technology products and services on the issue.
(1) illustrate the problems 4S shop service.
(2) small, scattered, low levels of vehicle maintenance. (There are also companies such as Beijing auto repair large companies)
(3) auto parts, automotive supplies, widespread counterfeiting.
(4) second-hand car is still in Japan for 30 years the previous level, car rental is very backward.
(5) severely restricts the policy implications of the development potential of car modification market.
(6) Matt Yantai, Shandong, the car market after the Group's contribution was.
( 7) after-market car manufacturers want to visit the Frankfurt Stock Exchange
backdoor, according to media Dec. 9, 2008 report, Qingdao Jinhua Industrial Group M & A reorganization of listed companies in Germany at the signing ceremony held in Qingdao Industrial Park, Jinhua Group. Europe through Investment Advisory (Shanghai) Co., Ltd. and Qingdao Jinhua, President Thomas, president of Jin Jingshan Industrial Group in Germany signed a letter of intent listed on the Frankfurt Stock Exchange shell.
2, on the aftermarket
talent development issues behind the financial tsunami struck, vehicle after-sales personnel buoyant, the Chinese auto talent network of senior recruitment consultant Zhang Guoping, a weaker global economy, car sales fell, but the rapid growth of China's auto sales, all kinds of promotions have been introduced, the resulting demand for front-line sales rising For after-sales technical personnel and skilled management talent needs more.
Although China's auto sales 4S stores have been popular, but the management level is still developed with the difference between the larger car market, especially after-sales service market more backward, the main The key reason is the talent gap, the level of the problem. If China's second-hand car market management level equivalent to the level 30 years ago in Japan, we can see the large gap.
Overall, for professionals, especially demand for talent increase. automotive industry slowdown caused by the financial crisis, need to break industrial upgrading, upgrading all types of talent behind the high level requirements. on the technology needs of more and more people, especially the edge of cross-disciplinary knowledge, talents and know how to modernize management talent.
3, large enterprises and institutions on the current vocational training and after-sales marketing personnel
mm see all kinds of special materials
(c), the domestic auto service personnel of Marketing
1, automotive marketing personnel situation and the status of
(1), 4S store sales personnel situation analysis (polarization, and the level of technical differences)
(2), 汽车 tangible marketing personnel situation analysis (the major market account for more than 40% local share)
(3), the automotive market forecasting new marketing formats (such as: large car park is under construction)
(4), online automobile marketing talent analysis (online auto market growing important breakthrough change)
2, automotive aftermarket demand for talent
(1), second-hand car market, automotive marketing talent on the structure of
factors: 29% of funds, accounting for 25% of sites, resources, accounting for 20%
technology accounted for 15%, 10% talents, the brand accounted for 5%
future changes: Talent 25%, 20% technology, resources, funds accounted for 13%
17%, the brand accounted for 15 % establishments accounted for 10%
(2), vehicle maintenance personnel of maintenance
(3), auto finance, insurance, service personnel
(4), car rental personnel
(5), modified car Market professionals
(6), network market professionals (high priority, significant impact on the future of the market)
Third, the domestic auto marketing service demand for skilled talent urgency:
(a), car Marketing service the basic requirements of skilled personnel
store if you ask a car salesman: automotive distribution industry sales profits senior leadership, but that they contact phone ringing constantly, people found that the automotive industry, automobile dealers automotive marketing needs of professional training can be two components, such as computer control, electronic products, engine, stereo, navigation.
2, China is the world's only the last piece in Automobile market, marketing Qianjing impact on the world scale is difficult to predict, much-needed marketing skills-based, comprehensive, compound talents.
3, China now has more than 500 automotive market, accounting for the National Automobile 50% of the total trading volume, market management, operations personnel, resident business people, marketing staff. in Asia City, Asia City, a car employed about 3,000 people, according to statistics the country hundreds of thousands of automotive marketing practitioners.
According to the survey, while car sales in China now has become a new industry, but in the rapid development of process, the car sales business staff of professional status is not high quality has become increasingly apparent. In our comprehensive large car market, in general, about 90% of sales have not received professional training; major auto brand sales in stores Although a college education level has been accounting for a certain proportion, about 30%, but received systematic training in auto marketing professional who is not 20%, general sales staff received only manufacturers for their own brand of sales training. into the beautiful auto store consultation, a considerable part of the sales staff gives the impression that language boring, lack of emotional communication skills with customers. in sales management, the appropriate expertise is also quite poor. in how to market forecasting, how to motivate team How to promote new products, how to develop life-long customers, how to operate auto finance and auto mode of operation and many other aspects of logistics, but also act mostly by experience, lack the practical ability to rise to the theory. sales of large enterprises in the automotive sector, a master's degree The competition also have the situation when the Lapin The reason is that academic education and vocational education in China there is a serious disconnect.
4, the same time, the automotive industry is one of the most competitive industries, automotive skills, talents and marketing skills, talents acute shortage, but also affect the level of China's auto market with the international one of the biggest obstacles.
(1) mm for example the development of the capital status of car dealers and changes
(2) mm Qiche tangible capital market, for example, 4S shop situation
(3) Wuxi Commercial Mansion Group Oriental Motor Co., Ltd. is a department store stock steering vehicle marketing company. its car sales to a higher level every year, last year reached 10 billion yuan, 15 billion yuan sales target this year places. The company sold 60% of car hire, the investment company has 15 brands under the store. In addition to the store's sales director, the general manager Mr. Li Su is also enrolled in the automotive marketing training. He said that rapid growth in sales, marketing knowledge is too feel not enough, and constantly updated sales philosophy, on the sustainable development of enterprises is very important. their past has been buried in the business, learning from the knowledge of eat less. psychology of knowledge, learning a lot, should be obtained from the training. Lee So that companies such as Orient turn from the department store industry, automobile marketing enterprises, so that all staff have received professional training in auto sales is a priority.
5, the scale of China's auto market after sales to the automotive market several times, only the automotive supplies market in 2010, the scale will reach 3,000 billion yuan, the market is more abundant, as the scarcity of professionals.
(b) of the automotive marketing skills the quality of talent required
car market not only requires a lot of marketing talent, but also much-needed skilled marketing personnel, marketing, compound talents, not only with automobile specialty knowledge and practice (can drive, or in the car companies have industry experience) , and more people need to go through specialist training.
1, the car is a combination of high-tech products, it needs to have a basic understanding of special techniques, or far from automotive marketing, luxury cars, whether current or ordinary cars there this problem. the world's most expensive car Sales of these cars need to have certain professional knowledge.
2, the car is out of production, and automobile sales are sold one by one, the need for advertising, publicity, marketing, test drive, consultation, communication, cooperation service and a series of processes, each process has a different knowledge, car sales job is respectable, such as Joe. Gillard is the world's greatest salesman, for 12 years topped the Guinness World Records The first big worldwide sales of the throne, he maintained the world record car sales: the average daily sales for 12 years 6 cars, so far no one can break (details).
mm illustrate China's auto market situation. < br> mm for example car sales techniques
3, China's auto market fundamentals is a policy market, different times in different parts of the country or introduced almost every year a large number of policies, regulations, methods. If these policies are not professional training and understanding, how can you convince consumers to buy a car?
4, auto sales trainers
in many people's view, the automotive marketing division and the general is not much difference between the marketing staff, both for the purpose of selling cars. but the car marketers do not simply management, various activities such as planning a series of activities. these new market demand new talent, the training is wind and water.
different from ordinary auto sales division marketing staff (currently the capital known as sales consultant) .
the process of marketing in the car, whether distributors or marketing staff, many of them are to Other product sales is the same. while cars such product characteristics, determine the speed and trajectory of its development is impossible and other commodities, it requires its own unique way of marketing personnel and marketing.
now selling a car, not the remain in the original level marketers, is now more focused on the marketing of a brand. automotive marketing division and the difference between an ordinary marketing staff: First, automotive marketers must master the knowledge and automotive expertise in marketing, automotive marketers should not only know how to build customer-centric marketing concept, analysis of marketing environment and consumer purchase behavior, investigation and selection of marketing opportunities, develop and implement marketing strategies, marketing tactics and a series of specialized knowledge and expertise about cars need, such as automotive basic structure and principles of car performance, car maintenance, etc.; Secondly, there must be advanced marketing concept, focus on brand awareness. automotive marketing division to be good at integrating various resources, is no longer a lone warriors, not for selling cars and car dealers , but by the time dealers, a brand that consumers recognized the car as well as behind the production enterprises and service providers with life. So instead of selling cars automotive marketing division is better to say that he is selling the brand is In the car sold to consumers at the same time, convey to consumers a brand awareness; the last is the car marketers pay more attention to after-sales service, and tap the market potential after. in the concept of marketing, a marketing of goods sold does not mean the end, but rather the beginning of the marketing. the traditional sales methods, based on the realization of sales for the end, because the car is a one-time completion of the sale process, meaning profits earned by selling cars is a one-time only, is one-shot deal. and marketing, as a starting point based on the achievement of sales, selling a car is equivalent to the construction of a pipeline, and the profits arising from after-sales service will continuously flow through the pipeline operator. So , automotive marketing division for the business and industry to bring the sustainable wealth.
5, psychology training
car salesmen and consumers have an important communication processes and cognitive processes, marketers do not know if the car that psychology is entirely have their own characteristics, and changes not catch these characteristics would be no communication, but also fail to reach cooperation (buying a car and selling cars is itself a cooperative way).
6, financial knowledge, such as foreign exchange knowledge, in the absence kind of common sense and knowledge, if it is marketing managers engaged in import cars, they could lose a mess, not catch any business opportunities.
7, car is not only industrial products, commodities, but also a work of art, the need for certain artistic taste, can the car really introduced to the consumer, such as the history of the brand, model, concept and interior art and color, etc. (For example: How is the best angle to look at cars).
8, It also includes how to introduce yourself to the consumer, how to make friends with consumers, and how the consumer's position considering the question of how to do price analysis, cost analysis, performance analysis, job analysis, corporate culture introduction. < br> (c) the successful sale of automotive marketing, should have what conditions:
1, good conduct, integrity of others, love of the automobile industry;
2, trained automotive professional training (foreign subject in the automotive production line specialized training for more than six months)
3, what kind of marketing skills, talents more promising
①, foundation and understanding: 30%. understand the car, understand the customer, to understand the extent of the market has been and quick to learn and understand ability. companies are valued;
②, experience background: 20%. the most important element. has done auto sales, automotive industry background, company's most welcome. In addition, did the real estate sales, sales of home appliances industry personnel, the automotive industry is also very popular. In short, there are some sales experience, and its competitive advantage will be more;
③, practitioners of mind: 10%. attitude is very important. practitioners aim mature, simple job higher probability;
④, educated professionals: 5%. Education is not important, professional importance. the opportunity to learn some more cars. college, high school education can, and some non-required college degree and business, the future may not be who can be recruited;
⑤, personal image: 10%. male height 170 or more, more than 160 women tall, handsome, friendly, like a way to do marketing, it has been very good;
⑥ and psychological quality: 10%. Motor Company attaches great importance to the quality of the sales staff psychological. outgoing personality, good communication, people who dare to performance, the likelihood of winning a large number;
⑦, overall quality: 10% personal basic quality is also important. civility, politeness, teamwork, etc., are also important considerations;
⑧, presentation skills: 10%, eloquence is not skills, not the most articulate would dealers, would say that will listen and will people with strategy, companies will value;
⑨, Age: 18-35 years old, as long as within a range, age of car sales career did not have any effect;
⑩, other factors: 5% whether the love of cars, whether the driver's license, whether the hard-working, etc., but also business considerations.
4, the car has a wealth of basic knowledge
①, car shape design;
②, car power systems;
③, car fuel supply system;
④, EFI technology;
⑤, car brake system;
⑥, automotive electrical systems;
⑦, 汽车security, put collision design;
⑧, car alarm display;
⑨, automotive air conditioning systems;
⑩, car electronics and audio series;
?, humanized design cars, advanced technologies.
5, he assisted expertise:
①, the steering of knowledge and common sense;
②, car maintenance knowledge;
③, basic knowledge of vehicle maintenance;
④ , auto Failure analysis and principle;
⑤, car culture (brand background), culture, social reputation and influence, trademarks;
⑥, car manufacturers promise.
6, good car sales person-specific Quality
①, peace of mind;
②, consider the state of mind for consumers everywhere;
③, on the location of culture, geography and customs of the understanding and knowledge;
④, on the local policies, regulations understanding and grasp;
⑤, sincere psychological analysis;
⑥, a good instrument image.
recent years, with the rapid development of automobile industry, the introduction of auto consumption tax policy as well as raw materials, oil prices continues to rise, the pressure to the growing automotive industry; while the rise in GPI also give consumers some ...
First, the domestic auto sales market in 2010 Trends in the
(a) , domestic car sales market fundamentals of
comprehensive analysis of automobile market:
1, only 15 million by the year car sales target, the monthly average sales levels should be maintained at 1.25 million (June sales were: 1,294,200 and 1,132,000), June auto sales have been below the monthly average level for the first time.
2,7 months is lower than both the national car sales for the first time on average, and in July the average monthly sales of less than 16% drop considerably, and into the August car sales market is still in decline, how complete the 1700-1800 million sales target?
3, of particular concern is what has happened in this case, 7 1 countries have officially implemented from the date of 3,000 energy-saving car allowance policy, the country has a huge impact, car sales also true situation, imagine if there is no such stimulus policy, certainly lower than auto sales 100 million on sales of automotive cars!
4,7 month in a state of substantially reduced production, sales offset still occurs in 18 million of the stock, and further that the national car sales market in a rapid decline in the state.
5, while there appears national car price promotions and increasing marketing efforts, luxury cars, high-end cars, in the end cars, economy cars while prices, promotional efforts since 2009 are also rare.
6, other factors also, such as: high temperatures, the national flood, drought and so on automobile consumption have had a greater impact.
(b), the development potential of the domestic automobile market analysis:
(1), China's auto market, consumer's basic surface remained unchanged
A, update period, universal Analytic: China is universal Qi
B, the first time consumers nationwide more than 75% car still
C, thousands of car ownership (World 120 Taiwan, China is only 60).
(2), the number of motor vehicle drivers to maintain high growth momentum
data, to 2009, car ownership in China exceeded 80 million, has become the world's second car power. which exceeded 135.65 million private cars, private cars to reach 46.24 million, which accounted for a new car within 4 years 60%.
estimated that by 2010, the national vehicle population will reach 90 million, according to Beijing on Department predicts that by 2010 the car ownership in Beijing will reach nearly 5 million.
This means that the automotive consumer and automotive aftermarket will be a huge, sustained and rapid development of the market.
(3) , capital: 19 million resident population of 600 million floating population
A, car ownership 4,400,000;
B, the capital has more than 600 million driver's license who has (200 million people without cars).
( 4), government soft on the auto consumption policy
A, 1.6 List the following cars meet the energy subsidy of 3,000 yuan per vehicle policy
B, speed up the retirement of updates, subsidies and subsidies to improve trade-in
C, 7918 mm Beijing seven radiation works radiation; National Civil nine distributors; things 18 distributors nationwide, will begin in the second half pulling the heavy truck market; commercial vehicles (including large customers) :09-10 will stimulate growth in sales).
(5), 09 4 trillion national investment in infrastructure will stimulate market demand for commercial vehicles commercial vehicle market demand pull
(SUVs)
(6), under vehicles Rural (60% -70% in rural areas)
增量不增收 to ensure the third quarter and second half of the total sales. trigger changes in the sales model, combined model (product + channel + service mode).
( 7), the first generation of only children have been to the married stage, as housing, auto demand in the main force.
(8), 2000 purchase of the car before and after the update stage has now been reached, replacement active. According to statistics, Japan 5 -6, China is 7-9 years. According to the survey, up to 36% of consumers intend to transfer.
(9), improved car credit schemes, promotion of credit car.
(10), on policy orientation: interactive tour 186 cities nationwide, pulling road transport, Travel, the automobile market.
(11), local governments across the country as the automobile industry a pillar industry mm stimulate the market.
(12), the National Marriage market is huge, 2,200 people registered every year of marriage (both men and women), and the formation of 11 million new households. was married in the total cost of the market over one trillion yuan, of which 10% of the family car, will add 1 million purchase car consumption.
(13), how to understand the policy of expanding domestic demand (such as infrastructure)
from new development, new content, new ways to consider (such as: play, travel, leisure); the transition period: No room and board by .
(14), significantly accelerate the demand for housing stock is digested
part of the property market, the supply of new flats into a sharp drop in fourth, while the sales surge into four;
(15), note: car dealers (expected ) generally more optimistic than the car manufacturer;
(16), modified car market will form a car market
A. 09 transactions 3,300,000 estimated ,2010-2012 8000000
B. Recent investigations: In the U.S., new car owners, 49% female, second-hand car buyers accounted for 55% . 80% of women affect the decision-making
C. family car used-car market will come to the great development opportunity (China Automobile Dealers Association analysis)
D. National used-car market in 2009 increased 60% over the same period .
(18), the rapid growth of automobile consumption county, an increase far higher than one hundred twenty-three City
According to the media March 26, 2009 reported that the national administrative divisions under the tables in 2008, China now has the county level City 374, 1,642 counties (county, flag, Autonomous Banner, DC, and forest), administered 38,290 towns and future authority of the department of international and domestic automotive market forecasting Conclusion:
mm international average car consumer high-speed development has two important stages:
(1) The first period of rapid growth: (5 years or so)
by the the development of 5 to 15 or 20 units / thousand holdings:
. the world average: 120 / thousand
. China: 30 / thousand
. Beijing: 60 / thousand
2, the country a car park, more than 520 car market, the market employing about 2,000-3,000 people, the other: Each 4S shops employing about 100 people, the two together about 300 million people nationwide in automotive marketing services.
3, currently, there are 374 county-level cities, 1,642 counties under the jurisdiction of township 38 290 , the state is developing townships, villages highway planning, rural auto consumption will be a bigger market potential;
4, the country has more than 700 auto parts, automotive supplies market, general auto parts market has more than 500 business households, the largest auto market in Shiyan, Hubei has 2,000 businesses, employing about 2,000-3,000 people each market, engaged in auto parts, automotive supplies market services, nearly 100 million people around the left;
5, second-hand cars across the country market more than 600 employees an average of 500-1000 people each market (the largest second-hand car market Beijing old motor vehicle market as more than 3,000 employees), about 60 million people nationwide in used car market services; < br> 6, 2009 年初 the country in the auto repair industry: The maintenance company 359 622, a class of 10,565, second 52,712; workload 210,105,903 times, and vehicle 1,538,014 motorcycles were, assembly 4,792,495 times, and two-dimensional 23,488,491 motorcycles were, special 153 605 095 motorcycles were, rescue 2,297,529 vehicles. employing millions of people around about;
7, directly engaged in the automotive aftermarket services, finance, insurance, car rental, beauty decoration, automotive equipment, information consulting, car culture, motor sport and other fields, will also have millions of people participating.
8, on the traffic situation analysis
abroad: 157 people died in traffic accidents every year the world average of 4,300 a day, every 179 hours, showing large losses.
country: an annual average of 9-10 million people died of traffic accidents, 274 people per day, equivalent to a daily average fell 737! average annual rate of 3-5 units need to be scrapped car accident, recovery, repair shows a large loss.
(d), car sales market demand for talent development and changes in the environment
1, the automotive industry well into the automobile era, the era of internationalization, including marketing, sale services;
2, cars have entered the era of high technology products, automobile configuration has high-tech;
3, automobile marketing has entered the social scale, the group, the network stage;
4, car sales well into the era of fierce competition, requires constant innovation, we need to introduce high-tech means competition for talent is particularly prominent;
5, consumers become increasingly sophisticated, automotive technology is being used by outsiders into insiders, increasing appetite , requiring higher and higher;
6, the rapid development of China's auto market, with car sales, service personnel needs have become increasingly prominent, especially the senior skilled personnel.
Second, the domestic auto industry aftermarket changes in trends
(a), on the car service market analysis
1, automotive aftermarket, including project description
(1), introduced
automotive aftermarket vehicle sales to consumers later, around car, keep a car, a series of links needed to transfer the services referred to as car service, resulting in the consumer market, known as , second-hand car business transformation, car washing, beauty, financial services. insurance, rescue, leasing, consulting, automobile culture, etc are all areas of automotive after market.
(2), the basic characteristics of the market repair and maintenance
is one of the key automotive aftermarket, which has three consumer characteristics: First, higher levels of consumption, and second, to consumption and the third is repetitive consumption.
main requirements of service consumers are three major factors: The first is convenience, and the second is a brand of trust. The third is a supplier of professional level requirements.
compared with developed countries, China's automotive aftermarket has just started, the large number of enterprises involved, However, subject to various conditions, general format is simple, small, and the service quality of service varies.
(3), development prospects
data, to 2009, car ownership in China exceeded 80 million vehicles, has become the world's second car power. which exceeded 135.65 million private cars, private cars to reach 46.24 million, which accounted for a new car within 4 years 60%.
estimated that by 2010, the national vehicle population will to reach 90 million, according to Beijing authorities predict that by 2010 the car ownership in Beijing will reach nearly 5 million.
This means that the automotive consumer and automotive aftermarket will be a huge, sustained rapid development of market.
2, and foreign service markets on a certain understanding of differences;
According to media reports, according to the U.S. Automotive Aftermarket Industry Association's definition, the so-called After the repair and maintenance parts and services used car repair workshop in many forms, the customer according to their preferences, and the extent of the damage the car in need of repair project area select the appropriate manufacturers. If you are willing to spend money to buy rest assured, the owner can repair the original point; if the map save money, went to some small shops, a considerable portion of their parts are imported from Asia, where many still made in China; if you like it-yourself DIY, go to a special car supermarket or large department stores and supermarkets in the auto parts counter .
3, changes in domestic and international market development, after-sales service:
(1), China: The service letter shall face a wide range, with obvious Chinese characteristics, in addition to other large-scale automotive products, marketing and service scale than occupying a large proportion of low, most of the brands in the low level of need, scale.
(2), foreign: The foreign car service industry showing the three major trends:
First:, brand management. It consists of auto vehicle manufacturers and professional service providers into two categories. Such large-scale repair works, sophisticated production equipment, maintenance personnel have received uniform training, technically authoritative, the target is mainly fixed brand of car maintenance.
Second, the concept shifted from repair maintenance. foreign auto makers believe that true service is to ensure proper use of the user, to give customers added value through services, manufacturers in product manufacturing, repair proposed the concept of zero , the focus shifted to service maintenance.
Third, high-tech constant infiltration. With the technology, the car getting higher and higher levels of electronic, automotive warranty more complex application of a large number of high-tech maintenance equipment in the automotive repair industry. With the development of network technology, vehicle maintenance, ready to re-line for maintenance information, diagnostic data, schematics, repair procedures, etc., reducing the maintenance companies of different sizes to obtain technical information on the differences.
( 3), a very large group of foreign car service valued China's huge market potential, have entered the Chinese market. John the United States such as the U.S. companies, such as Robert Bosch GmbH of Germany, such as Japan's Odd Backus, Korea, Australia and other countries of the companies .
(b), on the car service market problems
1, backward technology products and services on the issue.
(1) illustrate the problems 4S shop service.
(2) small, scattered, low levels of vehicle maintenance. (There are also companies such as Beijing auto repair large companies)
(3) auto parts, automotive supplies, widespread counterfeiting.
(4) second-hand car is still in Japan for 30 years the previous level, car rental is very backward.
(5) severely restricts the policy implications of the development potential of car modification market.
(6) Matt Yantai, Shandong, the car market after the Group's contribution was.
( 7) after-market car manufacturers want to visit the Frankfurt Stock Exchange
backdoor, according to media Dec. 9, 2008 report, Qingdao Jinhua Industrial Group M & A reorganization of listed companies in Germany at the signing ceremony held in Qingdao Industrial Park, Jinhua Group. Europe through Investment Advisory (Shanghai) Co., Ltd. and Qingdao Jinhua, President Thomas, president of Jin Jingshan Industrial Group in Germany signed a letter of intent listed on the Frankfurt Stock Exchange shell.
2, on the aftermarket
talent development issues behind the financial tsunami struck, vehicle after-sales personnel buoyant, the Chinese auto talent network of senior recruitment consultant Zhang Guoping, a weaker global economy, car sales fell, but the rapid growth of China's auto sales, all kinds of promotions have been introduced, the resulting demand for front-line sales rising For after-sales technical personnel and skilled management talent needs more.
Although China's auto sales 4S stores have been popular, but the management level is still developed with the difference between the larger car market, especially after-sales service market more backward, the main The key reason is the talent gap, the level of the problem. If China's second-hand car market management level equivalent to the level 30 years ago in Japan, we can see the large gap.
Overall, for professionals, especially demand for talent increase. automotive industry slowdown caused by the financial crisis, need to break industrial upgrading, upgrading all types of talent behind the high level requirements. on the technology needs of more and more people, especially the edge of cross-disciplinary knowledge, talents and know how to modernize management talent.
3, large enterprises and institutions on the current vocational training and after-sales marketing personnel
mm see all kinds of special materials
(c), the domestic auto service personnel of Marketing
1, automotive marketing personnel situation and the status of
(1), 4S store sales personnel situation analysis (polarization, and the level of technical differences)
(2), 汽车 tangible marketing personnel situation analysis (the major market account for more than 40% local share)
(3), the automotive market forecasting new marketing formats (such as: large car park is under construction)
(4), online automobile marketing talent analysis (online auto market growing important breakthrough change)
2, automotive aftermarket demand for talent
(1), second-hand car market, automotive marketing talent on the structure of
factors: 29% of funds, accounting for 25% of sites, resources, accounting for 20%
technology accounted for 15%, 10% talents, the brand accounted for 5%
future changes: Talent 25%, 20% technology, resources, funds accounted for 13%
17%, the brand accounted for 15 % establishments accounted for 10%
(2), vehicle maintenance personnel of maintenance
(3), auto finance, insurance, service personnel
(4), car rental personnel
(5), modified car Market professionals
(6), network market professionals (high priority, significant impact on the future of the market)
Third, the domestic auto marketing service demand for skilled talent urgency:
(a), car Marketing service the basic requirements of skilled personnel
store if you ask a car salesman: automotive distribution industry sales profits senior leadership, but that they contact phone ringing constantly, people found that the automotive industry, automobile dealers automotive marketing needs of professional training can be two components, such as computer control, electronic products, engine, stereo, navigation.
2, China is the world's only the last piece in Automobile market, marketing Qianjing impact on the world scale is difficult to predict, much-needed marketing skills-based, comprehensive, compound talents.
3, China now has more than 500 automotive market, accounting for the National Automobile 50% of the total trading volume, market management, operations personnel, resident business people, marketing staff. in Asia City, Asia City, a car employed about 3,000 people, according to statistics the country hundreds of thousands of automotive marketing practitioners.
According to the survey, while car sales in China now has become a new industry, but in the rapid development of process, the car sales business staff of professional status is not high quality has become increasingly apparent. In our comprehensive large car market, in general, about 90% of sales have not received professional training; major auto brand sales in stores Although a college education level has been accounting for a certain proportion, about 30%, but received systematic training in auto marketing professional who is not 20%, general sales staff received only manufacturers for their own brand of sales training. into the beautiful auto store consultation, a considerable part of the sales staff gives the impression that language boring, lack of emotional communication skills with customers. in sales management, the appropriate expertise is also quite poor. in how to market forecasting, how to motivate team How to promote new products, how to develop life-long customers, how to operate auto finance and auto mode of operation and many other aspects of logistics, but also act mostly by experience, lack the practical ability to rise to the theory. sales of large enterprises in the automotive sector, a master's degree The competition also have the situation when the Lapin The reason is that academic education and vocational education in China there is a serious disconnect.
4, the same time, the automotive industry is one of the most competitive industries, automotive skills, talents and marketing skills, talents acute shortage, but also affect the level of China's auto market with the international one of the biggest obstacles.
(1) mm for example the development of the capital status of car dealers and changes
(2) mm Qiche tangible capital market, for example, 4S shop situation
(3) Wuxi Commercial Mansion Group Oriental Motor Co., Ltd. is a department store stock steering vehicle marketing company. its car sales to a higher level every year, last year reached 10 billion yuan, 15 billion yuan sales target this year places. The company sold 60% of car hire, the investment company has 15 brands under the store. In addition to the store's sales director, the general manager Mr. Li Su is also enrolled in the automotive marketing training. He said that rapid growth in sales, marketing knowledge is too feel not enough, and constantly updated sales philosophy, on the sustainable development of enterprises is very important. their past has been buried in the business, learning from the knowledge of eat less. psychology of knowledge, learning a lot, should be obtained from the training. Lee So that companies such as Orient turn from the department store industry, automobile marketing enterprises, so that all staff have received professional training in auto sales is a priority.
5, the scale of China's auto market after sales to the automotive market several times, only the automotive supplies market in 2010, the scale will reach 3,000 billion yuan, the market is more abundant, as the scarcity of professionals.
(b) of the automotive marketing skills the quality of talent required
car market not only requires a lot of marketing talent, but also much-needed skilled marketing personnel, marketing, compound talents, not only with automobile specialty knowledge and practice (can drive, or in the car companies have industry experience) , and more people need to go through specialist training.
1, the car is a combination of high-tech products, it needs to have a basic understanding of special techniques, or far from automotive marketing, luxury cars, whether current or ordinary cars there this problem. the world's most expensive car Sales of these cars need to have certain professional knowledge.
2, the car is out of production, and automobile sales are sold one by one, the need for advertising, publicity, marketing, test drive, consultation, communication, cooperation service and a series of processes, each process has a different knowledge, car sales job is respectable, such as Joe. Gillard is the world's greatest salesman, for 12 years topped the Guinness World Records The first big worldwide sales of the throne, he maintained the world record car sales: the average daily sales for 12 years 6 cars, so far no one can break (details).
mm illustrate China's auto market situation. < br> mm for example car sales techniques
3, China's auto market fundamentals is a policy market, different times in different parts of the country or introduced almost every year a large number of policies, regulations, methods. If these policies are not professional training and understanding, how can you convince consumers to buy a car?
4, auto sales trainers
in many people's view, the automotive marketing division and the general is not much difference between the marketing staff, both for the purpose of selling cars. but the car marketers do not simply management, various activities such as planning a series of activities. these new market demand new talent, the training is wind and water.
different from ordinary auto sales division marketing staff (currently the capital known as sales consultant) .
the process of marketing in the car, whether distributors or marketing staff, many of them are to Other product sales is the same. while cars such product characteristics, determine the speed and trajectory of its development is impossible and other commodities, it requires its own unique way of marketing personnel and marketing.
now selling a car, not the remain in the original level marketers, is now more focused on the marketing of a brand. automotive marketing division and the difference between an ordinary marketing staff: First, automotive marketers must master the knowledge and automotive expertise in marketing, automotive marketers should not only know how to build customer-centric marketing concept, analysis of marketing environment and consumer purchase behavior, investigation and selection of marketing opportunities, develop and implement marketing strategies, marketing tactics and a series of specialized knowledge and expertise about cars need, such as automotive basic structure and principles of car performance, car maintenance, etc.; Secondly, there must be advanced marketing concept, focus on brand awareness. automotive marketing division to be good at integrating various resources, is no longer a lone warriors, not for selling cars and car dealers , but by the time dealers, a brand that consumers recognized the car as well as behind the production enterprises and service providers with life. So instead of selling cars automotive marketing division is better to say that he is selling the brand is In the car sold to consumers at the same time, convey to consumers a brand awareness; the last is the car marketers pay more attention to after-sales service, and tap the market potential after. in the concept of marketing, a marketing of goods sold does not mean the end, but rather the beginning of the marketing. the traditional sales methods, based on the realization of sales for the end, because the car is a one-time completion of the sale process, meaning profits earned by selling cars is a one-time only, is one-shot deal. and marketing, as a starting point based on the achievement of sales, selling a car is equivalent to the construction of a pipeline, and the profits arising from after-sales service will continuously flow through the pipeline operator. So , automotive marketing division for the business and industry to bring the sustainable wealth.
5, psychology training
car salesmen and consumers have an important communication processes and cognitive processes, marketers do not know if the car that psychology is entirely have their own characteristics, and changes not catch these characteristics would be no communication, but also fail to reach cooperation (buying a car and selling cars is itself a cooperative way).
6, financial knowledge, such as foreign exchange knowledge, in the absence kind of common sense and knowledge, if it is marketing managers engaged in import cars, they could lose a mess, not catch any business opportunities.
7, car is not only industrial products, commodities, but also a work of art, the need for certain artistic taste, can the car really introduced to the consumer, such as the history of the brand, model, concept and interior art and color, etc. (For example: How is the best angle to look at cars).
8, It also includes how to introduce yourself to the consumer, how to make friends with consumers, and how the consumer's position considering the question of how to do price analysis, cost analysis, performance analysis, job analysis, corporate culture introduction. < br> (c) the successful sale of automotive marketing, should have what conditions:
1, good conduct, integrity of others, love of the automobile industry;
2, trained automotive professional training (foreign subject in the automotive production line specialized training for more than six months)
3, what kind of marketing skills, talents more promising
①, foundation and understanding: 30%. understand the car, understand the customer, to understand the extent of the market has been and quick to learn and understand ability. companies are valued;
②, experience background: 20%. the most important element. has done auto sales, automotive industry background, company's most welcome. In addition, did the real estate sales, sales of home appliances industry personnel, the automotive industry is also very popular. In short, there are some sales experience, and its competitive advantage will be more;
③, practitioners of mind: 10%. attitude is very important. practitioners aim mature, simple job higher probability;
④, educated professionals: 5%. Education is not important, professional importance. the opportunity to learn some more cars. college, high school education can, and some non-required college degree and business, the future may not be who can be recruited;
⑤, personal image: 10%. male height 170 or more, more than 160 women tall, handsome, friendly, like a way to do marketing, it has been very good;
⑥ and psychological quality: 10%. Motor Company attaches great importance to the quality of the sales staff psychological. outgoing personality, good communication, people who dare to performance, the likelihood of winning a large number;
⑦, overall quality: 10% personal basic quality is also important. civility, politeness, teamwork, etc., are also important considerations;
⑧, presentation skills: 10%, eloquence is not skills, not the most articulate would dealers, would say that will listen and will people with strategy, companies will value;
⑨, Age: 18-35 years old, as long as within a range, age of car sales career did not have any effect;
⑩, other factors: 5% whether the love of cars, whether the driver's license, whether the hard-working, etc., but also business considerations.
4, the car has a wealth of basic knowledge
①, car shape design;
②, car power systems;
③, car fuel supply system;
④, EFI technology;
⑤, car brake system;
⑥, automotive electrical systems;
⑦, 汽车security, put collision design;
⑧, car alarm display;
⑨, automotive air conditioning systems;
⑩, car electronics and audio series;
?, humanized design cars, advanced technologies.
5, he assisted expertise:
①, the steering of knowledge and common sense;
②, car maintenance knowledge;
③, basic knowledge of vehicle maintenance;
④ , auto Failure analysis and principle;
⑤, car culture (brand background), culture, social reputation and influence, trademarks;
⑥, car manufacturers promise.
6, good car sales person-specific Quality
①, peace of mind;
②, consider the state of mind for consumers everywhere;
③, on the location of culture, geography and customs of the understanding and knowledge;
④, on the local policies, regulations understanding and grasp;
⑤, sincere psychological analysis;
⑥, a good instrument image.
recent years, with the rapid development of automobile industry, the introduction of auto consumption tax policy as well as raw materials, oil prices continues to rise, the pressure to the growing automotive industry; while the rise in GPI also give consumers some ...
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