Recently, this reporter at the airport came across Chery President Yin Tongyue, he is to be in a hurry to go on a trip to Iran, as Chery overseas career rushing. This reporter learned that, as with Yin Tongyue, many enterprises ' senior managements are very busy recently, frequent meetings, business trips, the basic concept of weekends, holidays.
One side is the end of Sprint, one side is paving the way for next year's planning, are no longer exceptions booming automobile market have each boss has a sense of urgency. In particular into the final quarter of this year, the big car companies are fighting the clock preparing for the signs of the end of world war at the same time, is not optimistic about next year, but also to step up the formulation of more effective marketing strategy. And these, accounted for almost all the automakers executives recently, the work schedule.
"Low tide to see who's swimming naked. "A market senior expert believes that more deserted auto market the more able to test the response capacity of automakers, and unwilling to admit or do not want to be found" swimming naked "car companies, when the poor environment, is bound to spell more fierce fire.
New deal for four quarters the automakers frequency
As the most important 3 months of the year, from early years began, many automakers have started planning in the four-quarter promotions launched to force policy, in a surprise move. Or the new cars, or various promotion policies stimulate car buyers, in the automobile market environment of the cold end of 2011, to snatch more market share, almost all car companies in "the practice of Al Gore" fierce competition.
First look at the new car, four quarter of this year's new cars will create a new record. Audi A1 (configure Gallery reputation Forum), Mercedes-Benz CLS (configure Gallery reputation Forum), Dongfeng Peugeot 308 (configure Gallery Word of mouth), the new Crystal sharp (configure Gallery reputation Forum), new civic (configure Gallery reputation Forum) to make room, the great wall wing C50 (configure Gallery Word of mouth), the 2012 B50 (configure Gallery reputation Forum) sth Both the import, joint ventures and the independent, also regardless of high, medium and low, almost all market segments are clusters of new cars.
The automakers push new car makes, is that in order to attract more eyeballs when at the end of Sprint. Like Chery banner clouds (configurations Gallery reputation Forum) Division as saying the sales General Manager Zheng Zhaorui, the "new energy subsidy policies has stimulated some surprise car in September, per cent from the October sales fell, but in December there will definitely be peak sales. Which is why we now launch cloud 2 (configure Gallery Word of mouth) causes ".
In Chengdu motor show debut, the new civic, Deputy General Manager of Dongfeng Honda Liu Hong made clear, Dongfeng Honda Civic is the end of a heavy-weight model, Dongfeng Honda is important to restore production and marketing plans in the second half of one of its models.
To watch promotion policy, reporters learned, in fact at a time when energy-saving and emission standards will improve in the news, many automakers smell opportunities, expand price promotion campaign. But because some automakers and dealers are worried that the purchasing power in the early release of September may affect the "Silver ten", so to compensate for the energy saving benefits brought about by increased customer churn, after part of the brand in October increased the intensity of other aspects of the subsidy. And many of the automakers for end of year special promotions policies developed by impulse, also started coming in the near future.
Preferential car loans finance programmes this year were more manufacturers use. Recently, Lexus, Faw, Changan Ford Toyota have been offering the lowest car offers zero interest rate policy, all kinds of car loan model almost cover the various demands of consumers. Reporters found that due to these manufacturers could almost meet the diverse needs of current consumer loans to car buyers, so the large automobile manufacturers financial programmes when available, many consumers are asking, have shown great interest.
In addition, Japan earthquake larger Toyota also launched in the four quarters set all kinds of marketing activities, and work well. The Faw Toyota Corolla (configure Gallery reputation Forum) will kiss the most spectacular; guangqi Toyota also launched the new deal used cars at the same time opened the Highlander (configure Gallery reputation Forum) multiple driving tour activities of sth Car companies a range of initiatives in the four quarters set bomb, experts forecast that is bound to stir up automobile market strong reactions.
Have begun preparing for next year
Market must not be let off at the end, but for some automakers, particularly automobile giants, develop marketing strategies for next year seems to be more important. Reporters learned from the related channel, Benz, Volkswagen and other leading car companies has already started for next year's market layout. Experts believe that where some of the automakers to glimpse signs on the launch of the new deal.
"Such as Mercedes-Benz brand, already more than a century of history, its use in marketing theory in the Chinese automobile market is back in North America and other regions after the practice test, now gradually launched in China, is aimed at the development of this market after careful analysis of the decision. "One expert said, the major automakers are a set of moulding theory and Chinese automobile market is developing rapidly, but the road is still in some developed countries.
"If on-account and other financial policies, auto giants in the promotional methods used on an already saturated market, although the Chinese automobile market at the moment is far from saturated, Beijing and other regions due to traffic restrictions, there have been some characteristics of saturated market. "The experts said, it was on a careful analysis of the characteristics of different times and in different areas, and introduce an appropriate marketing strategy, which makes these automobile giants continue to get good grades in the Chinese market. For now, the Chinese automobile market rapidly changing, the major transnational automakers more know how to prepare in advance in order to ensure long-term development.
Such as Mercedes-Benz (China) Executive Vice President of sales and marketing (configure Gallery reputation Forum) Hao Bo with respect to new financial policy on the Mercedes-Benz Sales meaning, "we have provided more financial support, low interest rates and flexible loan scheme will attract more customers to the Benz family. Through these initiatives, further promote Mercedes-Benz sales growth ".
In addition, the Chinese consumer spending habits has prompted the automakers are going ahead, developing sales strategies for the second year. "Car sales mainly to see and four quarters in the first quarter. "Automotive industry experts told reporters in Beijing, Su Hui, Chinese consumer spending habits and the following year in the last quarter of a year is like buying in the first quarter," large ", which created a car buyers the best time, when many car companies ahead of the four quarters of this year to develop marketing strategies for next year, to grab the next year the sales opportunity.
Own brand export "subsidy"
Although the big car companies are struggling to strive for, but I have to say, own brand car companies disadvantaged in the competition this year significantly. However, there are difficulties will insist, independent brand strategy of car companies generally take a domestic "didn't work" first tried to hang in there, at the same time attacking overseas. We can see, with increasingly fierce competition in the domestic car market and market share dwindle in recent years, independent brand began to step up overseas market layout, with a view to make up for the decline in their share of the domestic market.
Chery, Deputy General Manager Lu Jianhui told reporters that the Chery overseas export sales this year are expected to produce 180,000 cars last year, that number is 90,000 vehicles. "The next 7-8 years, Chery's overseas export volume is expected to increase to 1 million vehicles. "Lu Jianhui said that Chery currently focuses on market is Russia and South America and other emerging markets. It is learnt that the Chery from 2002 began to achieve exports, has now become China's largest automobile enterprises in overseas exports.
Lifan Group Chairman Yin Mingshan said "going out" is one of the important features of lifan automobile. Lifan automobile 55% products sold overseas. Yin Mingshan said domestic joint ventures under the brand continued to squeeze the market environment, own-brand "own way" without a doubt be a self-help road. "Abroad, we also import cars. Lifan automobile export profit margins than domestic high last year. "Yin Mingshan said.
There's great wall motor, its overseas market development early. According to the great wall automobile-related charge, has since import and export right, great wall motor products have been sold in 128 countries and regions, covering the Middle East, Africa, Latin America, Asia-Pacific, Europe and other regions, the exports and exports for many years a record high.
In addition, brilliance, huatai, Jac self brand the automakers, the accelerated pace of overseas market development. Rapid increase in exports, and indeed has become the largest independent brand car companies of good "subsidy".
Expert view: the automakers push policies boosting sales
In Beijing, Su Hui said, under the influence of various factors, four-quarter auto market will be dominated by steady state. Auto Analyst views on Sunbeam and Su Hui Jia basically the same, in his view, due to the implementation of new energy subsidy policies, now most of the models are not within the scope of subsidies, there are four quarterly sales decline.
However, the experts generally expressed, although environment quieter, but the auto companies will not turn a blind eye to the market. "National policy of exit from the car market is not a stimulus, auto companies would certainly not ' be hapless ', in order to complete the task, they will definitely introduce policies to drive consumption. "Su Hui said.
Jia xinguang also believes that no States encourage, the automakers will introduce new concessions to attract their consumers.
No comments:
Post a Comment