2009年雪佛兰新景程市场分析和应对策略.ppt
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1、2009年新景程市场分析和应对策略 09 Epica Market Analysis and Market Strategy,市场营销部 Marketing & Distribution 2009/5/25,新景上市程销售回顾 Epica Sales Review,07年三月上市销售,销量稳定 在4000台/月 Since New Epica launch on Mar,07 , theres a stable sales of 4000 units per month. 到了08年下半年,销量维持在3000台/月 The monthly sales dropped to around 300
2、0 units since 2nd of year 2008 今年前四个月的平均销量为2700台,同比降幅达37% 2700 units is the average monthly sales of the first 4 month this year, decreasing by 37% compared to that of the last same period.,国内中级车市场特征和分析 新景程问题分析 新景程销量目标和市场对策(短期和长期),中级轿车整体市场分析 Inter-med Segment overall market analysis,Inter Med,被中低级轿车
3、市场的分流,尤其在新购置税政策以后更为明显 Customer gradually shifts to low med segment, especially after the new purchasing tax implemented. 产品更新换代后升级到中高级市场(新蒙迪欧,新马6等) Next generations continuously upgrade to upper med segment (New Mondeo, new M6, etc.) 市场大部分产品已经较老,整体的市场吸引力下降 Major players are aged, which makes the ent
4、ire market less attractive,Sales Performance of Inter-med segment in different tier cites during 06- Q1,09,市场总量 / Total Market 中级轿车市场总量在减少 Total inter med market size is declining 今年总量预计41万左右,仍将少于去年 This years forecast is about 410K, lower than last year,中级轿车分区域市场分析 Inter-med Segment regional market
5、 analysis,09 Total retail estimated: 410K (Q1 x 4),分区比例/ Tier city mix 二线城市占有率最大而且保持稳定 Tier2 city is the major volume market and always has stable sales 一线城市销量比例快速下降 Tier 1 city penetration drops quickly 三、四线城市比例逐年增加,尤其四线增长最快 Tier3、4 mix keeps increasing, especially tier 4,中级车销量分布特征 Inter Medium Sal
6、es Trend,中级车区重点省份售集中度比较高 江苏、浙江和山东是中级车销量最大的市场,占有30%左右(乘用车为25%) 前十大省份总共占有66%左右的国内中级车市场 (乘用车为60%),中级车集团销售比例较高,达到了20以上%,中级车市场销售情况 Inter Medium Segment Sales,第一集团:市场份额大于20% Group1: over 20% share Santana Vista 80-100k M6 140k,第二集团:市场份额大于10% Group2: over 10% share Besturn leading in Tier2&3 cities F6 lead
7、ing in Tier4 cities with low price,景程目前占有率为8左右 Current Epica share is around 8%,中级车价格分布 Inter Medium Segment Price Ladder,130k,140k,150k,160k,170k,Epica V268,FAW Besturn,As of Apr,09 TP,Segment Mix,3.0%,10.9%,9.4%,80k,90k,100k,110k,120k,180k,36.8%,1.1%,6.1%,3.1%,4.1%,Nissan Sylphy,Sonata NF/NFC,Sant
8、ana Vista,BYD F6,Brilliance Splendor,92%,47%,53%,5%,47%,33%,47%,27%,8%,90%,22%,2%,190k,50%,3%,10%,2%,33%,28%,3%,2008 volume,43,149,50,018,53,224,7,524,90,399,10,250,52,307,20%,12%,22%,34%,9.2%,16.9%,Mazda M6,46%,43%,69,794,6%,5%,376,665,8%,整个市场的销量集中在两个价格区间:80K-100K、120K-150K,各占40% Two major price zo
9、ne: 80K-100K、120K-150K,40% mix of each 景程处于120K-150K里,各个配置的MIX比较均匀,所以景程价格已经合理 Epica TP locate in 120K-150K with balanced model mix, which shows Epiicas price is reasonable now,80K-100K,120K-150K,景程在80K-100K价格区间无车 有一款SLMT”小嘴版”在11万左右,中级车市场排量趋势 Inter-Med Displacement Trend,发动机的排量集中在2.0L, 始终保持着60左右稳定份额
10、In inter-med segment, 2.0L market is very stable and accounts for about 60% 受到购置税影响,1.6L发动机在今年有明显的增长,1.8比例有所下降 With the new purchase tax taken effect, 1.6L share is quickly increasing and 1.8 share declining 新的国家公务车排量从2.0降低到1.8,这将为1.8的公务车市场带来新的发展机会 New policy of government purchase is limited to 1.8
11、L, which will bring new commercial market opportunity for 1.8L,主要车型分区销售情况 Tier Cities Volume Analysis by Models,马6在一线城市 遥遥领先/In Tier1 cities, M6 takes leading 景程和轩逸差距较大/Epica has large gap behind Sylphy 奔腾没有任何优势/ Besturn has no good performance,景程和轩逸、奔腾的差距到较大/Epica has gap behind Sylphy and Besturn
12、奔腾在二线市场份额明显提高/Besturn tier 2 share is higher,三线市场,马6、轩逸和奔腾竞争激烈 / In tier 3, M6,Sylphy and Besturn are of the first group 景程明显占有率太低 / Epica has lower share,所有产品势均力敌/All are equiponderant 比亚迪F6在四线城市飞速增长/ BYD F6 has considerable growth rate in tier 4,市场分析总结 Market Analysis Summary,该细分市场趋势: 整体萎缩,特别是一线市场
13、,,整体市场特征 Overall market trend,1,2,3,4,中级轿车市场整体容量在萎缩 Inter medium segment size is shrinking,中级轿车市场分区变化 Inter Medium market trend by tire city,市场呈现明显分化 Clear market division,区域销售特征 Sales By Tier City,一线城市快速下降 二线城市稳定,总量最大 三线城市逐步增长 四线城市增速最快 重点省份集中度比较高 集团购车比例较高,占行业份额从最高12%降到6% 今年总量预计仍将出现负增长,Santana和老M6份额
14、超过20%,属第一集团的两个不同细分 80K-100K和120K-150K的两个价格区间,分别各自占有40%左右的市场总量 2.0L排量占有60市场份额,1.6L销量快速增长,1.8公务车市场蕴藏较大机会,Santana总量太大,在每个区域都处领先 一线城市:老M6遥遥领先(产品性能和品牌因素) 二线城市:奔腾份额提高(消费参照一线,一汽网络支持) 三线城市:M6、轩逸和奔腾并驾齐驱(消费参照二线,但受价格限制) 四线城市:比亚迪F6实现fair share(网络优势和价格优势),主要竞品总结 Major Competitor Summary,桑塔纳 志俊 Santana Vista 经典车型
15、大众品牌可靠的象征 占据着国内相当份额的出租车市场 维修方便,配件便宜,轩逸 Sylphy 造型现代时尚,适合家庭 受益于日本车的省油口碑 日产品牌形象近两年上升较快 二, 三线网络强大,上一代马6 中级车中最好的操控性能 价格已经下探至14万 一、二线城市拥有绝对的品牌知名度 年轻购车者众多,奔腾 Besturn M6的底盘提供了优异的操控性能 广泛的安全体验和宣传,打造了深入人心的安全口碑 一汽网络整合,二、三线优势,竞品优势分析 Competitor Advantage,比亚迪 F6 绝对的低价策略 三、四线网络发达 借助巴菲特,品牌形象提升较快,国内中级车市场特征和分析 新景程问题分析
16、 新景程销量目标和市场对策(短期和长期),新景程分区域销售情况 Epica Share by Tier,Epica Mix by Tier,Epica Share by Tier,市场占有率 / Market Share 新景程在每个区域的市场份额都在减少 Epica market share decreases in each tier city 新景程只有在4线城市的占有率超过了10% Epica only has over 10% share in tier 4 city,分区比例 / Tier city mix 三、四线城市比例逐年增加,尤其四线增长最快,已经快接近二线城市市场 Tie
17、r3、4 mix keeps increasing, especially tier 4,closing to tier 2 city 一线城市销量比例快速下降 Tier 1 city penetration drops quickly,分省份销售情况 Volume Analysis by Province,在前十大中级轿车市场的省份里( 前十大省份比重66%): Top Ten inter med provinces (66% penetration of all): 景程的占有率都不高, 而且有6个省份都低于10%, 就连制造基地-山东省都低于奔腾和轩逸 Epica market shar
18、e is low in the top ten provinces and even Shandong is lower than Besturn and Sylphy, where Chevrolet production base locates. 轩逸优势明显, 各省占有率很平均 / Sylphy is very balanced in the top ten market 奔腾在一些重点省份占有率相当高 / Besturn focuses on some key provinces and has high share,山东省销售情况 Shandong Sales Overview,0
19、9年Q1,山东省总体销量: 总上牌数上, 奔腾和轩逸分别是新景程的2倍和1.5倍. 奔腾在山东的销量优势非常明显 新景程只有在济南、青岛、东营、河泽4个城市的销量基本不输给竞品。 新景程差距最大的城市: 二线城市:临沂和潍坊 三线城市:济宁、泰安、日照和枣庄,中级轿车市场消费者年龄分布 Inter Med. Consumer Age Status,Mazda 6 车主年龄结构最为年轻, 消费人群和其他车型有较大差异,主要是因为M6的运动性能导致. M6 buyers are the youngest, which is quite different from others, for its
20、sporty image. Santana 车主年龄结构相对较为年长, 主要是因为Santana产品比较可靠, 但是车型样子太老 Santana owners are older than others, mainly because of its old and out of date styling. 景程,轩逸, 奔腾的车主年龄结构类似,整个消费者人群比较接近. 35岁以上购车者占多数。 Epica, Sylphy and Besturn buyers are of the same style and of the same age level. People of age above
21、 35 are major buyers,以新景程来诠释雪佛兰品牌的年轻活力,已经不再具有代表性,主要用户以私营业主为主,私营业主的规模主要为30人以下的公司 Major Epica buyers are small business , whose company employee number is lower than 30,新景程消费者职业分布 Epica Buyers Profile,Young Professional / 新一代专业人士 专业领域内专家: IT、金融、销售、高科技、外贸、 医生、大学老师、倚靠专业的自由职业者以及其它 服务性或技术成分高的行业等,Young Bus
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