华南市场分析

华南市场分析MarketsituationforHuanan1华南历年市场总量变化

PCmarketdevelopmentinHuanan占全国比重14.7%15.2%13.9%14.0%14.3%13.5%RatioinDomestic*BasedonPoliceMinistryregistrationfigureY2008Feb华南市场总量发展ThedevelopmentofHuananPCmarket(Y2003–Y2008Feb)EstimatedVolumeinY08:763,714华南各省总量发展ThedevelopmentofprovinceinHuananPCmarket(Y2004–Y2008Feb)1-2月增长11%；全年预计增长16%。Growthby11%inJan-Feb,andFC16%inwholeyear2华南千人保有量

Carparcper1000capitainHuannan华南千人保有量预计Estimatdcarparcper1000capita

inHuanan06年底预计全国千人保有量12Thecarparcper1000capitaofDomesticis12attheendofY0607年底预计全国千人保有量19Thecarparcper1000capitaofDomesticis19attheendofY073华南市场的级别比重

RatioofclassinHuanan华南与全国市场的级别比重比较RatioofclassinHuananvs.China(Y2007)4华南市场用户结构

UserstructureinHuanan华南与全国市场的用户结构比较UserstructureinHuananvs.China(Y2007)5华南地区伞品牌排名

RankingofTop10brandinHuanan6SVW产品在华南市场表现

SVWperformanceinHuanan7SVW华南市场份额

MarketshareofSVWinHuanan8广东市场分析

MarketsituationforGuangdong

9TotalmarketregistrationvolumeY2007总体市场上牌量广东市场是全国乘用车需求最大的市场，占全国总量的12%Guangdongaccountingfor12%oftotalisthebiggestmarketoverthecountry>25,00010,000-25,0006,000-10,0003,000-6,000<3,000MonthlyregistrationofeachprovinceY2007各省月均上牌量Jiangsu33,175Shanghai13,458Zhejiang33,144Shandong33,337Henan15,363Shanxi12,206Hebei19,683Beijing27,373Shanxi陕8,309Sichuan17,036Yunnan8,896Hubei8,574Anhui7,574Gansu2,846Guangdong46,943Fujian11,229Tianjin9,801Liaoning13,419Hunan9,281InnerMongolia8,216Jilin6,865Heilongjiang7,151Qinghai1,136Jiangxi5,189Chongqing5,083Xinjiang4,733Guizhou4,519Guangxi5,895Hainan2,115Ningxia1,561Tibet491Y2007MonthlysalesforeachprovinceTop10provincevolumeandgrowthinY2007Y2007前十位省市的销量及增长率

ProvinceVolumeGrowthrateProportionGuangdong563,32024.6%12.2%Shandong400,04117.1%8.7%Jiangsu398,10018.2%8.6%Zhejiang397,73019.3%8.6%Beijing328,47219.7%7.1%Hebei236,20025.3%5.1%Sichuan204,43128.5%4.4%Henan184,35634.1%4.0%Shanghai161,4934.5%3.5%Liaoning161,02623.3%3.5%Top10Subtotal3,035,16921.0%65.8%总计4,615,20123.9%100.0%10广东省历年市场总量变化及地级市市场容量

PCmarketdevelopmentinGuangdong占全国比重13.1%13.3%12.1%12.1%12.1%RatioinDomestic*BasedonPoliceMinistryregistrationfigureY2007*汕头9-12月份数据有部分缺失ThedataofShantouinSep-Dec

ispartlylacked.*广东地区市场总量发展ThedevelopmentofGuangdongPCmarket(Y2003–Y2007)广东省的主要销量集中在深圳、广州和东莞三个地级市ThecitieswithmainsalesvolumeofGuangdongisShenzhen,GuangzhouandDongguan.1107年底预计全国千人保有量19Thecarparcper1000capitaofDomesticis19attheendofY0707年底预计广东千人保有量26Thecarparcper1000capitaofGuangdongis23attheendofY07广东省各地级市千人保有量

Carparcper1000capitaforeachcityinGuangdongprovince导入期StartedPeriod增长速度快，基数低Demandincreasequicklywithlowbase逼近起飞点Nearlycomeintotake-offpoint即将跨入孕育期

Nearlycomeintogestationperiod2007年底广东各地级市千人保有量预计Estimatdcarparcper1000capita

inprefecturelevelcitiesofGuangdonginY2007孕育期GestationPeriod保持高速增长Demandkeepincreasingrapidly起飞期Take-offStation需求增长速度放缓Demandgrowthspeedisslowed12广东地区厂家排名

RankingofTop10manufacturersinGuangdongprovince13广东地区伞品牌排名

RankingofTop10brandinGuangdongprovince14VW品牌认知度和美誉度在广州的表现与全国的表现差距较大

AwarenessandImageratingofVWarebothpoorinGuangzhouAwarenessFamiliarityImageratingPurchaseintentionSource:BrandTrackingStudyY2007.Q3GuangzhouTotal15广东市场B、C级轿车、MPV比重高于全国平均水平

RatioofB,CSedanandMPVishigherthanthecountryaveragelevel各级别Top4车型Top4Modelsinclass(Y2007)广东与全国市场的级别比重SegmentdevelopmentinGuangdongvs.China(Y2007)*BasedonPoliceMinistryregistrationfigure(15,338)

(5,961)(5,741)(3,965)(Salesvolume)(26,539)(19,024)(18,910)(16,235)(31,587)

(10,796)(8,942)(5,693)(13,485)(10,032)(5,991)(4,888)(6,728)(4,181)(2,430)(2,180)(38,317)

(15,730)(11,668)(11,140)(5,066)(6,498)(1,999)(980)(310)16RankinginGuangdongBrandPrivateB>axiNo.1FAW-Toyota92.8%4.8%2.4%No.2GZ-Honda89.4%10.6%0.0%No.3DF-Nissan94.7%5.3%0.0%No.4GZ-Toyota88.8%11.2%0.0%No.5Buick81.1%18.6%0.4%No.6FAW-VW66.2%27.0%6.8%No.10SVW-VW53.1%10.2%36.8%GuangdongTotal87.7%9.8%2.5%私人市场应是开拓广东市场的重中之重

PrivatemarketismostimportantforexploitingGuangdongmarket广东与全国市场的用户结构比较UserstructureofDomesticandGuangdong(Y2007)广东Top5品牌与VW品牌用户结构比较UserstructureofTop5andVWbrandsinGuangdong(Y2007)*BasedonPoliceMinistryregistrationfigure17SVW产品在广东地区表现

SVWperformanceofeachproductinGuangdongSVWregistrationin2007*Remark:B/A/A0allincludingsedan,MPV,SUV18SVW产品在广东地级市表现

SVWperformanceofeachproductincitiesofGuangdongRemark:GuangdongProvinceincl.23citiesSVWregistrationin200719广东出租车市场概况

TaximarketinGuangdong13,6807,88720SVW出租车在广东地级市表现

SVWperformanceintaximarketofGuangdongSVWregistrationinY2007Remark:GuangdongProvinceincl.23cities21Backup

SVWperformanceinShenzhenandGuangzhou22广州市场概况——厂商排名

Guangzhoumarketsituation——ManufacturersRanking23广州市场概况——品牌排名

Guangzhoumarketsituation——BrandRanking24广州市场概况——SVW及竞争对手表现

Guangzhoumarketsituation——SVWandcompetitorsperformanceNo.2OdesseyNo.2Refine25深圳市场概况——厂商排名

Shenzhenmar