Luxury cars rush to China: Aston Martin re-layout

Although it is a latecomer to the Chinese market, Aston Martin, like most luxury car brands, has made great achievements in the Chinese market. In 2009, Aston Martin sold 83 cars in the Chinese market, ranking third in Asia. In 2010, China has become Aston Martin's largest market in Asia.

Aston Martin thus repositioned the Chinese market. On January 9, Asia’s largest flagship store opened in Shanghai and Aston Martin’s global CEO Ulrich Bez cut the ribbon.

In fact, in the past year, the overall slump in the Chinese auto market has not affected the growth of luxury cars. “This year, China’s autos have increased by 3%, and the growth rate of luxury cars is basically 60%-70%. China has become the world’s largest market for sales of luxury cars such as Audi, Rolls-Royce and Lamborghini.” General Manager of Bentley East China Huang Lixin told reporters that with the US and European economies no improvement, it is imperative to look at a single Chinese economy and increase China’s investment.

Ulrich Bates is a legendary CEO who not only proposes James Bond's classic ideas for a car, but also has guest appearances in the "Quantum Crisis" of the 007 series for 3 seconds. According to his plan, Shanghai's flagship store will not only cover the rich group in East China, but will also be a prelude to its layout in China.

In the field of luxury cars in China, Aston Martin was a latecomer who entered the Chinese market in 2008, but Ulrich Bates did not regret it because of the late arrival. "We do not want to be the first to come in, but to be the best luxury car brand in the Chinese market."

According to Aston Martin’s global plan, as late as 2014, Aston Martin will have to achieve 1,000 sales in the Chinese market, accounting for one-fifth of global sales, making China the brand following the United States and the United Kingdom. The third largest market.

The luxury cars gathered, “Although we arrived late, but our timing is not too late.” Ulrich Bates believes that China's luxury car market has indeed grown by leaps and bounds in the past few years, but the pace of development has not stopped. It will continue to grow at a high rate. He said he is confident in the Chinese market.

According to an authoritative report, at present, China’s annual sales of luxury goods have exceeded US$2 billion, accounting for about 3% of the global total. By 2015, China’s luxury sales are expected to exceed US$11.5 billion, accounting for the total global luxury consumption. Of 29%.

Aston Martin exhibited the new flagship model One-77 at the Paris Motor Show around June 2009. The world is limited to 77 sets. Aston Martin’s chief operating officer, Michael van der Sande, told reporters that 77 vehicles have sold 74 vehicles, including Chinese buyers.

Chinese consumers are increasingly pursuing personalization, and the customer groups tend to be younger. China’s rich second generation has become the main group of consumer luxury cars. Before that, when Li Shufu, chairman of Zhejiang Geely Group, married her daughter, she gave Aston Martin a loved one.

From the perspective of consumer psychology, young tycoons between the ages of 30 and 40 are bolder in consumption than the 50-60 year-old tycoons, are more willing to enjoy life and products, and their consumption is moving from impulsive to mature.

Coincidentally, at the end of October last year, Mercedes-Benz luxury car brand Carlson, also brought its four distinguished models to Shanghai, held a Chinese headquarters opening and new car launching ceremony, so Mercedes-Benz four luxury modified car brands all landed in China. According to the plan, Carlson has taken the Chinese market as an important strategic stage and plans to build a marketing network throughout the country. It will be deployed in first-tier cities, capital cities, and economically developed regions.

Carlson President Albert told reporters that in China, more and more high-end people are trying to get rid of the shackles of traditional luxury cars when they are buying a new car or changing a car, looking for a new definition of a luxury car. “This makes it possible for both the veteran luxury car brand and the individual modified luxury car or luxury racing car to be loved in the Chinese market.”

In fact, in addition to Maybach's single-invariable product, and ultimately withdrawing from the market, luxury car brands have been fruitful in the Chinese market in recent years.

Bentley sold more than 1,800 vehicles in 2011. Although the United States sold more than 2,000 vehicles in the same year, the increase in China surpassed that of the United States. It is on the upswing in the Chinese market, and it has also become a Bentley market.

Statistical reports from authoritative organizations show that China’s rich second generation has contributed a lot to Rolls-Royce. Rolls-Royce’s “Index” is one of the most useful reference tools for mapping the world's wealthy regions. The United States has occupied this for many years. The top of the index list. However, in 2011, China defeated the United States for the first time.

Do you come from behind?

As luxury cars have been increasingly deployed in the Chinese market, competition in the Chinese luxury car sector is also gaining momentum. As a latecomer, Aston Martin believes that the first step for a luxury car to succeed in China is to establish its own brand.

Ullrich Bates told reporters: "As an emerging market, China has great opportunities. We have also invested a lot in China. This input is not just a financial investment. The most important thing is to be in China. Build Aston Martin's brand and let more Chinese people understand the brand.”

The first step in building a brand is to quickly spread across the Chinese market and quickly increase the awareness and understanding of Chinese consumers by creating a variety of marketing channels such as franchise stores and flagship stores. Currently, in addition to Beijing and Shanghai, Aston Martin will also find suitable partners in cities such as Hangzhou, Guangzhou, Shenzhen, Shenyang, Dalian, Tianjin, Chengdu and Chongqing to build store plans. The number of dealers in the first half of this year will have to be 10.

As a latecomer, Ulrich Bates disclosed that Aston Martin's agents are carefully selected, and the resources of the top rich are also an important criterion for Aston Martin to consider new partners in China. one.

Aston Martin’s sole agent in the Beijing area, Guo Hao, was also an Aston Martin owner. When learning that Aston Martin was to formally enter the Chinese market and find a partner in Beijing, Guo Wei did not hesitate to participate in the competition, and from hundreds of investment candidates hoping to get Aston Martin's proxy Stand out.

“The sales of luxury cars are not mainly due to marketing staff sales, but word of mouth between the rich.” Huang Lixin, who has been engaged in luxury car sales for more than 20 years, believes that the agency’s personal connections are very important in the sales of luxury cars. If Bugatti enters China, he is marketing through Bentley's car owners.

In addition, the product is also an important factor, such as Bentley and Rolls-Royce are due to the introduction of new products Continental Series and Rolls-Royce, and achieved substantial growth in the Chinese market. In order to cater to China's consumption characteristics, the late Aston Martin plans to have new models entering the Chinese market every year.

In addition, Ulrich Bates believes that Aston Martin has advantages over other top luxury brands. “Now we are not affiliated with any auto group, so we have faster decision making efficiency. It is possible to adjust production schedules in a timely manner in accordance with changes in the market, while shortening the cycle of listing new products."