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 ...
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