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2011 is not only the first year of the 12th five-year development plan for the automotive industry, but also the year of major adjustments and changes in the domestic auto market. Affected by the adjustment of the auto industry policy, although the overall target of production and sales in 2011 may reach 19 million, However, due to various uncertainties, domestic auto marketing, auto sales, auto consumption, auto market, and auto regional market will all undergo major adjustments and changes. Some can be expected, but the vast majority of conditions are unpredictable. It can also be said that the automotive market opportunities and challenges are in 2011.
I. Basic situation of current domestic auto marketing market (1) Basic situation of national auto sales market At present, the number of authorized auto dealers in China has exceeded 60,000, including 15,000 4S shops. Some media reported that auto 4S shops have been around for almost two years. There are 1200 new additions each year, and there are a large number of mergers, reorganizations, and exits from the market. There are more than 500 new car trading markets or automobile parks in the country, with more than 600 used car trading markets and more than 700 auto parts and auto supplies markets. Due to market competition and the adjustment and promotion of urban planning, the current domestic automobile sales market has shown a trend of concentrated trading. The construction of large-scale automobile cities or automobile parks is being promoted in large and medium-sized cities throughout the country, and the development momentum is very good. Among them, 4S stores are rapidly integrating into them, changing the pattern of the domestic auto market. In particular, it should be pointed out that the centralized construction of automobile cities or automobile parks has made significant contributions to the conservation of land resources and has contributed to the sharing of markets and social resources. It has made important contributions and has made significant contributions to reducing the cost of car purchases for the majority of dealers and consumers, and has made significant contributions to the sustained and stable development of car sales and consumption, which is worthy of attention. For this reason, the National Automobile Marketing Association, a subsidiary of the China Automobile Dealers Association and the Association, held a large-scale conference on the innovation and development of automobile parks in Kunming, exchanging experiences on various aspects of the preparation of the automobile parks, and the representative automobile city automobile parks in the country. Typical experience. The vast number of delegates benefited greatly. The development prospects of the domestic automobile city or automobile park are very optimistic and full of confidence, indicating that the domestic automobile city or automobile park will have greater and faster development.
(II) The current status of the domestic auto market worthy of attention 1. From the end of 2010, all incentives for stimulating auto consumption policies were withdrawn. It can be seen that the government began to adjust the excessive growth momentum of the domestic auto market, but the market The total sales base is huge.
2. Automobile marketing is still not highly regarded in the domestic auto industry. Government departments, auto industry departments, general departments, and auto manufacturers attach importance to auto marketing and only stay in public opinion, even the unresolved Chinese auto industry. In the industrial planning, automobile marketing has not been included as an important part. The development of domestic automobile marketing depends entirely on market innovation.
3. In 2011, due to more fierce market competition, the market for self-owned brand automobiles, joint venture brand automobiles and imported automobiles entered a more complex and more intense stage. Currently, the total sales volume of self-owned brand automobiles market has shown a downward trend, but it does not mean that self-owned brand automobiles There will be no major development in the future.
4. The development of the automotive industry in the real world, especially the development of the automotive market, has caused great conflicts with the society, resulting in a series of problems such as prominent urban construction and planning, urban environment, urban transportation, urban environmental protection, and social energy. Contradictions have become increasingly prominent, the game has become increasingly fierce, limited line purchases continue to appear, so how to build a new car park? What kind of built? It must be carefully studied and discussed.
5. The potential of the automotive aftermarket is huge. The domestic automotive aftermarket is lagging behind in terms of scale and operation. It is relatively backward and has a very broad market prospect. It is very huge. To build a new park, we must pay great attention to this huge market response. ready.
6. For the automotive tangible market, auto city, auto park, and auto theme park, there is not much time for new construction opportunities. The peak season only lasts two to three years, and the preparation work is relatively less difficult and has greater support. The current economic model in China will change, so the rapid development of new markets and new parks may be only 10 years, because the time left by the international auto market for Chinese automakers is running out.
7. As more and more automotive consumers become more sophisticated and their appetites increase, China’s auto market is becoming the most complicated automobile sales market in the world. Therefore, the preparation of new automobile cities and new automobile parks must be advanced. The second goal is to achieve a comprehensive and large market to adapt to the ever-changing market situation.
(C), the main development and changes in the automotive sales market 1, due to the production and sales of automobiles is likely to achieve three consecutive years of new car production and sales in the world, public opinion that domestic automobile production and sales growth is too fast, all aspects can not be balanced. Therefore, various policies to stimulate automobile consumption have basically been withdrawn. Relying on policy incentives to drive car consumption will be transformed into that by relying on market competition to promote car sales and consumption.
2. Due to the unbalanced development of the domestic auto sales market, some large and medium-sized cities are affected by traffic jams and other factors. As a result, the trend of auto sales and consumption regulation is obvious, and the third- and fourth-tier cities and rural auto markets will become the next decade. Important market. Form a more concentrated paradox. Very worthy of attention and research.
3. Under the huge influence of the rapid development of the automobile sales market, the contradiction between the auto sales market and the auto aftermarket has become increasingly prominent. There may even be restrictions on the development of the automobile sales market. This contradiction does not really cause the industry's attention, and its market potential is enormous. The capital management block may be the first to solve this problem, which deserves attention from the automotive industry.
4. Under the rapid development of the sales market and fierce competition in the auto market, the domestic auto marketing landscape is undergoing major changes and adjustments. Among them, it is worth noting that the domestic ultra-large auto group is developing rapidly. Its operating scale is growing, and it even has three to four hundred to one thousand 4S shops or specialty stores. According to the data from the China Automobile Dealers Association, there are already 11 of the top 50 retailer groups whose top operating income is above 10 billion in 2010. According to reports, there will be more than 1,000 new stores in Guanghui and the next few years. Combined with the development of new business areas such as second-hand cars, high-quality goods, and auto finance, these groups will have car sales that exceed 100 billion in sales in the next few years. Business Group. The number is not many, but its market share is relatively large, which will certainly have an important impact on the automotive sales market.
5. Affected by the development plans of various local cities, under the situation of multiple marketing modes coexisting, especially influenced by the domestic automobile consumers from the national conditions, another major change and adjustment of domestic car marketing, namely the domestic automobile marketing concentration The trend is more and more obvious. There is a trend of combining and operating specialty stores, with the rapid development of modern, large-scale, comprehensive, super-large car markets, automobile cities, and especially the automobile parks. Among them, large-scale markets for used cars, auto parts, and automotive supplies are also at a high speed. Has had a major impact on domestic car marketing and its landscape.
6. With regard to the major changes and developments in the automobile centralized transactions, new trends have emerged, namely, the government departments have paid great attention and support. The local government departments have paid more attention and support, and have made greater progress in market planning, construction, and policy encouragement. . Not only that, a number of domestic automakers have also actively participated in the development or construction of large-scale automobile parks. At the same time, domestic large-scale automobile marketing groups have also accelerated investment in the auto market or auto park. The development of the large-scale automobile market and the automobile park is becoming the mainstream automotive marketing trend that has been developing with the automotive stores.
7. Multi-brand management, multi-site operations, multi-network operations, network operations, and group operations are the major trends in automobile sales in China. In order to achieve better development, a group of domestic distributors are trying their best to use various channels for listing, which has aroused widespread media attention and caused widespread concern in the automotive sales field. Although it does not shape the social influences of household appliances such as Gome and Dazhong, and controls the sales market, it will certainly have a decisive and significant impact on the automotive sales market and the automotive consumer market.
8. Online auto market or Internet auto market is having a major impact on domestic auto sales and consumer markets. Even automakers such as: The Geely Group has implemented a historic partnership with Alibaba.com and will have an important impact on car marketing. The total market size of a country is closely related to its population. For example, China has 700 million mobile phones, and its steel output is 48% of the world's total. There are nearly 457 million Internet users, and 200 million of them have tried online shopping. The urbanization rate in China has reached 45%, and it is soon approaching 50%. Six hundred million people have become urban residents. The total number of kilometers in China ranks second in the world, second only to the United States. The total size of China’s auto aftermarket has reached RMB350 billion in 2010. The total sales scale of China’s auto parts market has already reached 1.4 trillion yuan, which is beyond the reach of other countries.
The China Automobile Dealers Association organized a delegation to visit the US automobile market last year. The most significant change in the US used car market in the past two or three years was that according to the major opinion of the American Automobile Market Association, it was unthinkable to sell used cars on the Internet three years ago. The use of used car sales to leave the Internet is equally unthinkable. The US used up to 60 million second-hand car transactions in 2010, of which 60% were traded on the Internet. Can fully explain the Internet's major influence and role in car sales.
9. The automobile consumption structure is undergoing major adjustments and changes, mainly including the luxury car market which is better than the joint venture car market. The joint venture car market is better than the independent brand car market. The SUV off-road vehicles are developing at a high speed and are rapidly changing. The market has great potential for consumption. With the steady development of the car market, the market potential of small and medium passenger cars and pickup trucks is being released. The rapid development of automatic car and hatchback fine car market, the majority of car consumers car purchase methods and concepts, car use methods and ideas are undergoing profound changes. At the same time, different regions have markedly different changes. Automobile culture, automobile tourism, automobile leisure, automobile entertainment, automobile sports, and automobile sports are rapidly developing in large cities, and one of the important market functions of the ultra-large auto market and park is formed. Automotive culture will promote greater development in the automotive marketing market.
10. The domestic used car market will show rapid development with rapid development. The market has great potential for demand, especially the replacement of old and new cars in the market competition. It is becoming a major business model in which 4S stores participate in market competition and increase market competitiveness. The survival and development of franchised stores is becoming more and more important. The domestic used car market is entering a stage of rapid development. Its trading methods are gradually in line with international standards. Some cities in this year and next year are likely to form a 1:1 period of new and old car transactions. The development of the used car market is bound to change the pattern of domestic car marketing, and will surely have an increasingly significant impact on car marketing.
I. Basic situation of current domestic auto marketing market (1) Basic situation of national auto sales market At present, the number of authorized auto dealers in China has exceeded 60,000, including 15,000 4S shops. Some media reported that auto 4S shops have been around for almost two years. There are 1200 new additions each year, and there are a large number of mergers, reorganizations, and exits from the market. There are more than 500 new car trading markets or automobile parks in the country, with more than 600 used car trading markets and more than 700 auto parts and auto supplies markets. Due to market competition and the adjustment and promotion of urban planning, the current domestic automobile sales market has shown a trend of concentrated trading. The construction of large-scale automobile cities or automobile parks is being promoted in large and medium-sized cities throughout the country, and the development momentum is very good. Among them, 4S stores are rapidly integrating into them, changing the pattern of the domestic auto market. In particular, it should be pointed out that the centralized construction of automobile cities or automobile parks has made significant contributions to the conservation of land resources and has contributed to the sharing of markets and social resources. It has made important contributions and has made significant contributions to reducing the cost of car purchases for the majority of dealers and consumers, and has made significant contributions to the sustained and stable development of car sales and consumption, which is worthy of attention. For this reason, the National Automobile Marketing Association, a subsidiary of the China Automobile Dealers Association and the Association, held a large-scale conference on the innovation and development of automobile parks in Kunming, exchanging experiences on various aspects of the preparation of the automobile parks, and the representative automobile city automobile parks in the country. Typical experience. The vast number of delegates benefited greatly. The development prospects of the domestic automobile city or automobile park are very optimistic and full of confidence, indicating that the domestic automobile city or automobile park will have greater and faster development.
(II) The current status of the domestic auto market worthy of attention 1. From the end of 2010, all incentives for stimulating auto consumption policies were withdrawn. It can be seen that the government began to adjust the excessive growth momentum of the domestic auto market, but the market The total sales base is huge.
2. Automobile marketing is still not highly regarded in the domestic auto industry. Government departments, auto industry departments, general departments, and auto manufacturers attach importance to auto marketing and only stay in public opinion, even the unresolved Chinese auto industry. In the industrial planning, automobile marketing has not been included as an important part. The development of domestic automobile marketing depends entirely on market innovation.
3. In 2011, due to more fierce market competition, the market for self-owned brand automobiles, joint venture brand automobiles and imported automobiles entered a more complex and more intense stage. Currently, the total sales volume of self-owned brand automobiles market has shown a downward trend, but it does not mean that self-owned brand automobiles There will be no major development in the future.
4. The development of the automotive industry in the real world, especially the development of the automotive market, has caused great conflicts with the society, resulting in a series of problems such as prominent urban construction and planning, urban environment, urban transportation, urban environmental protection, and social energy. Contradictions have become increasingly prominent, the game has become increasingly fierce, limited line purchases continue to appear, so how to build a new car park? What kind of built? It must be carefully studied and discussed.
5. The potential of the automotive aftermarket is huge. The domestic automotive aftermarket is lagging behind in terms of scale and operation. It is relatively backward and has a very broad market prospect. It is very huge. To build a new park, we must pay great attention to this huge market response. ready.
6. For the automotive tangible market, auto city, auto park, and auto theme park, there is not much time for new construction opportunities. The peak season only lasts two to three years, and the preparation work is relatively less difficult and has greater support. The current economic model in China will change, so the rapid development of new markets and new parks may be only 10 years, because the time left by the international auto market for Chinese automakers is running out.
7. As more and more automotive consumers become more sophisticated and their appetites increase, China’s auto market is becoming the most complicated automobile sales market in the world. Therefore, the preparation of new automobile cities and new automobile parks must be advanced. The second goal is to achieve a comprehensive and large market to adapt to the ever-changing market situation.
(C), the main development and changes in the automotive sales market 1, due to the production and sales of automobiles is likely to achieve three consecutive years of new car production and sales in the world, public opinion that domestic automobile production and sales growth is too fast, all aspects can not be balanced. Therefore, various policies to stimulate automobile consumption have basically been withdrawn. Relying on policy incentives to drive car consumption will be transformed into that by relying on market competition to promote car sales and consumption.
2. Due to the unbalanced development of the domestic auto sales market, some large and medium-sized cities are affected by traffic jams and other factors. As a result, the trend of auto sales and consumption regulation is obvious, and the third- and fourth-tier cities and rural auto markets will become the next decade. Important market. Form a more concentrated paradox. Very worthy of attention and research.
3. Under the huge influence of the rapid development of the automobile sales market, the contradiction between the auto sales market and the auto aftermarket has become increasingly prominent. There may even be restrictions on the development of the automobile sales market. This contradiction does not really cause the industry's attention, and its market potential is enormous. The capital management block may be the first to solve this problem, which deserves attention from the automotive industry.
4. Under the rapid development of the sales market and fierce competition in the auto market, the domestic auto marketing landscape is undergoing major changes and adjustments. Among them, it is worth noting that the domestic ultra-large auto group is developing rapidly. Its operating scale is growing, and it even has three to four hundred to one thousand 4S shops or specialty stores. According to the data from the China Automobile Dealers Association, there are already 11 of the top 50 retailer groups whose top operating income is above 10 billion in 2010. According to reports, there will be more than 1,000 new stores in Guanghui and the next few years. Combined with the development of new business areas such as second-hand cars, high-quality goods, and auto finance, these groups will have car sales that exceed 100 billion in sales in the next few years. Business Group. The number is not many, but its market share is relatively large, which will certainly have an important impact on the automotive sales market.
5. Affected by the development plans of various local cities, under the situation of multiple marketing modes coexisting, especially influenced by the domestic automobile consumers from the national conditions, another major change and adjustment of domestic car marketing, namely the domestic automobile marketing concentration The trend is more and more obvious. There is a trend of combining and operating specialty stores, with the rapid development of modern, large-scale, comprehensive, super-large car markets, automobile cities, and especially the automobile parks. Among them, large-scale markets for used cars, auto parts, and automotive supplies are also at a high speed. Has had a major impact on domestic car marketing and its landscape.
6. With regard to the major changes and developments in the automobile centralized transactions, new trends have emerged, namely, the government departments have paid great attention and support. The local government departments have paid more attention and support, and have made greater progress in market planning, construction, and policy encouragement. . Not only that, a number of domestic automakers have also actively participated in the development or construction of large-scale automobile parks. At the same time, domestic large-scale automobile marketing groups have also accelerated investment in the auto market or auto park. The development of the large-scale automobile market and the automobile park is becoming the mainstream automotive marketing trend that has been developing with the automotive stores.
7. Multi-brand management, multi-site operations, multi-network operations, network operations, and group operations are the major trends in automobile sales in China. In order to achieve better development, a group of domestic distributors are trying their best to use various channels for listing, which has aroused widespread media attention and caused widespread concern in the automotive sales field. Although it does not shape the social influences of household appliances such as Gome and Dazhong, and controls the sales market, it will certainly have a decisive and significant impact on the automotive sales market and the automotive consumer market.
8. Online auto market or Internet auto market is having a major impact on domestic auto sales and consumer markets. Even automakers such as: The Geely Group has implemented a historic partnership with Alibaba.com and will have an important impact on car marketing. The total market size of a country is closely related to its population. For example, China has 700 million mobile phones, and its steel output is 48% of the world's total. There are nearly 457 million Internet users, and 200 million of them have tried online shopping. The urbanization rate in China has reached 45%, and it is soon approaching 50%. Six hundred million people have become urban residents. The total number of kilometers in China ranks second in the world, second only to the United States. The total size of China’s auto aftermarket has reached RMB350 billion in 2010. The total sales scale of China’s auto parts market has already reached 1.4 trillion yuan, which is beyond the reach of other countries.
The China Automobile Dealers Association organized a delegation to visit the US automobile market last year. The most significant change in the US used car market in the past two or three years was that according to the major opinion of the American Automobile Market Association, it was unthinkable to sell used cars on the Internet three years ago. The use of used car sales to leave the Internet is equally unthinkable. The US used up to 60 million second-hand car transactions in 2010, of which 60% were traded on the Internet. Can fully explain the Internet's major influence and role in car sales.
9. The automobile consumption structure is undergoing major adjustments and changes, mainly including the luxury car market which is better than the joint venture car market. The joint venture car market is better than the independent brand car market. The SUV off-road vehicles are developing at a high speed and are rapidly changing. The market has great potential for consumption. With the steady development of the car market, the market potential of small and medium passenger cars and pickup trucks is being released. The rapid development of automatic car and hatchback fine car market, the majority of car consumers car purchase methods and concepts, car use methods and ideas are undergoing profound changes. At the same time, different regions have markedly different changes. Automobile culture, automobile tourism, automobile leisure, automobile entertainment, automobile sports, and automobile sports are rapidly developing in large cities, and one of the important market functions of the ultra-large auto market and park is formed. Automotive culture will promote greater development in the automotive marketing market.
10. The domestic used car market will show rapid development with rapid development. The market has great potential for demand, especially the replacement of old and new cars in the market competition. It is becoming a major business model in which 4S stores participate in market competition and increase market competitiveness. The survival and development of franchised stores is becoming more and more important. The domestic used car market is entering a stage of rapid development. Its trading methods are gradually in line with international standards. Some cities in this year and next year are likely to form a 1:1 period of new and old car transactions. The development of the used car market is bound to change the pattern of domestic car marketing, and will surely have an increasingly significant impact on car marketing.
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