Large base rich and potential rich people have created unlimited development potential for the limousine market, allowing the world’s limousine brand to stare at the chinese market. Almost all of the brands that are now entering the chinese limousine market are in the process of nationalization or preparation. However, nationalization is a double-edged sword for a limo brand, which is difficult to do without it, but with all the serious consequences it can have
Over the past 30 years of reform and opening-up, china's economy has continued to develop at a rapid pace, accumulating enormous social wealth. According to the new wealth world survey of south africa, china, with a net global asset of more than 10 million wealthy people, with 26,600 people, second only to the united states, ranked second in the world with a 200 per cent growth rate。
What do chinese rich people ride in? Large-scale rich people and potential rich people have created unlimited potential for growth in the limo market, allowing the world to stare at the chinese market。
It's a sign of being close to the government and the consumers, and it's a sign that no effort has been made to promote the domesticization of limo. I don't know. Domesticization has become a test of whether the global brand of luxury cars is willing to take root in china and do a big test。
Almost all of the brands that are now entering the chinese luxury market are talking about domesticization – an unprecedented wave of domesticization in china, with no precedent in other single-country markets. How big is the chinese limo market
According to the data, during the first half of the year, chinese car sales increased by 8. 36 per cent to 116. 83 million vehicles. The luxury market, on the other hand, has grown at a high rate, with sales increasing by 32 per cent in the first half of the year to 808,000。
The future of the chinese luxury market can be estimated by reference to mature european and american markets. In euro-american car city, luxury cars account for as much as 30 per cent, while in china they account for only 7 per cent of the total and have unlimited development space。
According to mckinsey's report, by 2016 china's luxury car sales will reach 2. 25 million, thereby replacing the united states hegemony as the world's first; by 2020, china's luxury car sales are expected to reach 3 million。
Second-line limo brands are nationalized
The limo has long been aimed at the chinese market。
On 1 august 1989, the first national-owned audi 100 car came down the line, opening the way for the launch of a luxury car brand into china. After more than 20 years of development, by 2013 audi had sold 492,000 cars in china, continuing years of china's luxuries and china's history as the world's largest single market. Benz sold s320 in china in 1992 and announced access to the chinese market, and 228,000 in 2013. In 1994, bmw [weibo] opened an office in beijing, officially entering the chinese market, and in 2013 it sold 3970,000 vehicles in china. Audi, bmw and mercedes are three strong players in the top three markets of china's limo, holding more than 70 per cent of market shares。
In response to the call of the triads of germany, the chinese limo market is also active in japan, i. E., lexus, song and infinidi, who entered the chinese market in 2004, 2006 and 2007. In 2013, rexas and infiniti sold 74,000 and 17,000, respectively, while the songs were only in the thousands。
Other second-line limousine brands, united states generic cadillacs, british jaguars (now sold to the indian tata group), french reno, swedish volvo (now included in the income bag of the jiley [weibo] in china), entered china in 2004, 2003, 1994, 2006; sales in 2013 exceeded 50,000, 95237, 32,000 and 6146 respectively。
As can be seen from the historical trajectory and data, the limo brand developed in china in response to the chinese proverb that early-rise birds have worms。
The chinese market brands are now at their best. But the end effect depends on the combined strength of multiple factors, such as brands, products and channels, but they agree that domesticization is an effective means of helping them out of competition。
Audi chose to work with a steamer, the bmw chose to work with watts, and mercedes chose to work with north。
The five cars a4l, a6l, q5, q3 and a3 which audi is currently producing in china have a national production rate of between 60 and 80 per cent and will reach 85 per cent in the future. The bmw finance director, dr. Efraimina, has recently indicated that the expansion of the national vehicle-type product line will continue, extending the current three series to six series over the next few years. The iron west plant, which produces the bmw three- and four-cylinder engines, will be officially operational in 2016, the first of its kind to have a foundry outside germany. With a national production rate of over 60 per cent in beijing, the construction of new plants is now accelerating, with the preparation for the start-up of a highly competitive compact luxury car。
Against this background, the second-line limo brand has recently been marked with a high flag of national production and a push for national production projects to land。
As early as october 2012, the national development and reform commission approved the chirete leopard road rover project, with a total investment of $10. 9 billion, which is well known to su。
Recently, general global president exxon personally announced the construction of a new cadillac plant at the shanghai golden bridge in 2015. According to general manager of general motors in shanghai, ye yongming will introduce at least one new cadillac product per year over the next five years。
Most eager to succeed, the most radical expression is the japanese finnidi. In 2013, infinidi recruited daley, vice-president of bmw marketing in china, to look forward to a change in the status quo. The daredh coalition did have an immediate effect, selling 13954 vehicles in infinidi in the first half of the year, representing 82 per cent of total sales in 2013, an increase of 130 per cent over the same period. In addition to the large-scale branding and strong sponsorship of such columns as " where's dad go " and " china on the tip of the tongue " , infinidi also chose to marry the dongfeng (4. 28,0. 39,10. 03 per cent), and the first domestic car, which is to be co-operated, will officially exit the hubei sun factory at the end of the year。
The two other players in the japanese limo, lexus and hymns, who are not enthusiasts of infinidi, are also performing the domesticization of the fast-mozza whip. In collaboration with hiroshima honda and with the guangcai group (8. 33,0. 06,0. 73 per cent), the projects are located in guangzhou。
Volvo is the most thorough than the domesticization of these limo brands, selling them to chinese-owned brands for good, and thereby joining the government procurement directory as the only luxurious brand on the government procurement list. According to industry analysts, the rapid pace of development in volvo is most welcome。
The benefits of domesticization
For limo brands, domesticization is a double-breeding project that makes a lot of money and money。
Essentially, the need for luxury cars is in line with the maslow demand theory. In addition to quality and performance that give users a sense of security that is relatively stable and reliable, a limo represents a person's wealth, identity and status, satisfys a person's vanity and is an important part of the project of human face, reflecting the uniqueness and excellence of users。
It is perhaps these factors that have fostered the uniqueness of the limo’s brand, making it a proxy for arrogance and prejudice in the car market, and creating a greater psychological gap between buying and selling. This gap is more evident in post-sales services: on the one hand, luxury brands find themselves of reliable quality and less likely to pose problems; and on the other hand, consumers feel that after-sales services are insecure。
If it is forced to carry a crowned hat on national production, it is domesticization that reflects the importance attached to china’s market by the brand of limo, respect for chinese consumers, and readiness to enter the country, localize and integrate with china。
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