I. Overview of the regional market

Chizhou City: There are five existing motorcycle businesses in Chizhou City, all of which are located near the intersection of Cuiwei Road and Qiupu Road. In terms of brand distribution, joint venture brands have achieved significant advantages. The major brands include: Wuyang Honda, Qingqi, Xindazhou, Haojue, Qianjiang, Jinlong and Yamaha.

Dongzhi County: The market is small in the east, and only 3 motorcycle businesses in the county are concentrated on both sides of Weibei Road. Major brands include: New World Honda, Qianjiang, Jincheng Suzuki and others.

Shitai County: There are also three motorcycle dealerships in Shitai County scattered over the intersection of Shuguang Road, Qiupu Road and Hepingbei Road. The operating brands include: Yamaha, Suzuki, and Qianjiang.

Qingyang County: There are three motorcycle dealers in Qingyang County, and the population and local economic level are the main reasons. The stores are located in Muzhen and Lingyang Road. The operating brands include: Wuyang Honda, Haojue and Suzuki.

Second, the regional market characteristics

Chizhou City: The annual sales volume of the market is around 4,000 units, and the current state of the market is relatively stable. According to the distribution of brands of Chizhou motorcycles, the difference between local domestic brands and joint venture brands in the overall sales volume is not obvious. The best-selling models are mainly curved beams, and the price is generally in the range of 3,000 to 5,000 yuan. Chizhou has a beautiful ecological environment and is China's first eco-economic demonstration zone. Therefore, the local government controls motorcycles particularly stringently, which also greatly limits the growth and development of the local motorcycle market.

Dongzhi County: The annual sales volume of the market is also about 3,000 units, of which the main constituent element of sales volume is the curved beam vehicle with a price range of RMB 3000-5000. The market is quite mature. Several storefronts are carefully renovated according to the image of their main brand store. The manager's grasp of the local market and the use of various promotional methods have their own uniqueness.

Shitai County: The county motorcycle market is small, the number of businesses is small, the market annual sales between 400-500 units, low-cost domestic brands are more suitable for the market here, those stylish but the high price of the lack of brand Viability, by contrast, is the best-selling car in the region.

Qingyang County: The total annual sales volume is about 400 units, and the market size of motorcycles is correspondingly small. In addition, due to the constraints of consumption levels and consumer attitudes, the practical attributes of motorcycle products here have become the most crucial selling point. Curved beam is still the first choice for local consumers.

Third, the market brand pattern

Joint venture brands dominated overall, but individual regions became the main positions of domestic brands. The author found that joint venture brands have a general advantage in terms of sales volume, brand awareness, and degree of luxury in store decoration. Adequate funding is the inherent advantage of the joint venture brand, because its motorcycle sales market is highly concentrated, and the gap between them is even more clear. The brand presents stronger and weaker weaker trends.

An important feature emerged in Chizhou. The polarization between urban consumption and township markets was more obvious. Urban consumption focuses on the joint venture brand to ensure the convenience of after-sales service, while township residents value the low price advantage of domestic brands.

Fourth, the distribution pattern of market brands has entered a relatively stable period

There is no major change in the motorcycle sales market in Chizhou in the near future. The current motorcycle market has entered a relatively stable period, and the existing businesses are basically in line with the current market demand in Chizhou. In addition, Chizhou is located in the hinterland of southern Anhui and is also known as the national eco-economic demonstration zone. The government has always been very strict on motorcycle control, and the brand of the motorcycle market has not seen major changes for a long time. The brand pattern is stable and slowly developing.

Although the performance growth during this period of time is slow, but compared to the business, the business is still satisfied with the current situation. There is no significant improvement in its own performance, but it also makes brands that have not entered the Chizhou motorcycle sales market become more cautious because of the saturation of profitability and market demand. Chizhou merchants also have a rare opportunity to cultivate their own consumer groups and increase brand awareness.

Among the brands that most dealers operate, the sales of curved beam vehicles far exceed those of other models. The appearance of this situation mainly depends on the economic level of the motorcycle consumer groups in Chizhou. Motorists who use motorcycles as tools for everyday life are the main consumers. When they are purchasing, the first consideration is the economical and practical use of motorcycles, not the appearance of fashion or the quality of the brand. At this point, the curved car has the advantage that it cannot be surpassed.

In the high-priced motorcycle with a small share, the scooter is one of the best and is loved by the young consumers chasing fashion.

Fifth, brand awareness is not strong

The consumer awareness of motorcycle brands in Chizhou is relatively arbitrary. The consumers of scooters are mostly young people in urban areas. Consumers receive more information and have a clear understanding of the brand. This is the biggest concern among motorcycle consumers. Part of the brand. In addition, with the advancement of consumer attitudes, consumers in Chizhou have a higher degree of attention to after-sales service, which is also one aspect of their repeated confirmation and need for businesses to make a clear commitment before buying a car.

Price analysis

Low-priced products are popular and cost-effective products occupy market share. In Chizhou, motorcycles ranging from 3,000 yuan to 5,000 yuan are the best-selling motorcycles, and those with high-priced fashion are less likely to be interested. The main reason for the emergence of such market conditions is the role of Chizhou’s economic development level and its unique geographical location. Consumers who choose to buy motorcycles are mostly used as their own daily production tools. Economic benefits are their primary consideration. problem. And the road conditions in the mountains of southern Anhui have also become an important factor for consumers to focus on performance over the fancy style. Correspondingly, sales of mid-to-high-end motorcycles in Chizhou have met a lot of difficulties.

In addition, in order to protect the local natural ecological environment, the government has issued strict measures for the management of motorcycles and has exerted great pressure on the development of the Chizhou motorcycle market, especially the urban market.

Consumer awareness

Price becomes the dominant factor

The motorcycle sales market in Chizhou is mainly influenced by price, and the restriction of local policy regulations is also an important aspect that cannot be ignored. Chizhou’s mountainous terrain also affects consumers’ attention to power. Under the policy control, the urban market has not been able to make breakthrough progress. This has also motivated various businesses to pay more and more attention to the development of township channels. This part of the consumer's choice is based on price as the standard.

Promotions are the highlight

Various profit-taking promotions are particularly effective in the township market, and are effective measures for major businesses to increase sales. Whether it is promoting endorsement stars or various kinds of car sales and gift donation activities, it can easily get the support of consumers. It can be said that the price level is an important aspect that determines whether a business can gain a foothold in the local market.

VI. Channel status

1. Businesses in Chizhou City are in close contact with the county. According to merchants, the sources of Chizhou motorcycle dealers are all direct shipments from manufacturers. Most businesses in Chizhou focus on the development of lower-level distributors and have close contact with distributors in each county within the jurisdiction.

2. County-level distributors attach importance to the development of sub-distribution channels Each county-level market is actively developing town-level distributors to increase their sales. This is a common practice among many dealers.

Seven, the business voice

1. The elimination of the motorcycle market in Gaoyang Wuyang Honda Motors Qingyang Sales Company Qingyang has basically entered a relatively stable phase. Most of the domestic brands have already launched the market, and only a small number of them have also taken the form of the maintenance department concurrently. exist. Joint-venture brands can be said to be the only one, and our traditional brands such as Wuyang Honda and Suzuki and Yamaha have completely gained the right to speak in the local motorcycle sales market. Our next step is to further consolidate our market position.

2. Fang Guoqing Chizhou City Hengxin Motorcycle Sales Co., Ltd. Chizhou's motorcycle market has continued the old routine, tepid situation lasted for many years, the consequences of lack of reform and innovation is to become helpless in the face of electric vehicle competition. I think this should lead us to reflect on the impact of an emerging industry, motorcycle businesses should take positive measures to cope with the manufacturers in the market to promote cooperation, but also strive to improve their after-sales service level.

Chen Hourong Chizhou Dacheng Motorcycle Sales Co., Ltd. Chizhou's existing motorcycle brands can be said to have been a joint venture brand, although there are still several domestic brands in the market are struggling to support, but from the perspective of recent sales and marketing efforts are Lackluster. I think that with the deepening of competition in the motorcycle sales market in Chizhou, only joint venture brands will remain.