KPMG Chinese Dealership Future - 毕马威会计事务所 - 汽车专卖行

AutomotiveDealershipsinChina:AcceleratingPerformanceautomotiveadvisoryAutomotiveDealershipsinChina:AcceleratingPerformanceContents234022336383940MessagefromNelsonFungandAndrewThomsonAcknowledgementsIntroduction:TheimportanceoftheautomotivedealerinarapidlychangingmarketConsumersandtheautomotivedealershipinChinaToday’sautomotivedealershipenvironmentinChinaAcceleratingperformanceTheoutlookfortheautomotiveretailsectorinChinaAboutKPMGAboutTNSContactus©2007KPMGHuazhen,aSino-foreignjointventureinthePeople’sRepublicofChinaandamemberfirmoftheKPMGnetworkofindependentmemberfirmsaffiliatedwithKPMGInternational,aSwisscooperative.Allrightsreserved.AutomotiveDealershipsinChina:AcceleratingPerformance2MessagefromNelsonFungandAndrewThomsonKPMGinChinaandHongKongSAR,togetherwiththeglobalmarketinsightandinformationgroupTNS,isproudtobeextendingitsthoughtleadershiproleintheautomotiveindustrywiththelaunchofthisreportAutomotiveDealershipsinChina:AcceleratingPerformance.Thisreportaimstoexamineasegmentoftheautomotiveindustrythatwillgrowinimportanceinthecomingyears.AlthoughlevelsofprofitabilityfortheOriginalEquipmentManufacturers(OEMs)inChinain2006weregenerallygood,andsomewhatimprovedcomparedto2004and2005,itisalmostself-evidentthatthesustainabilityoftheseprofitswillcomeintoquestionsoonerorlater,asChina’sautomotivemarketdevelopstothepointwhereitstartstolookmorelikethematureenvironmentsofJapan,theUnitedStates,andEurope.Thisdevelopmentisalreadyunderwayandproceedingrapidly.ItwasjustafewyearsagothatoneforeignbranddominatedthepassengercarsalesmarketinChina,withapproximately50percentmarketshare.Bytheendof2006,6locally-manufacturedcarmodelswerebeingmarketedunder48differentbrands,givingconsumersanextensiverangeofproductstochoosefrominordertosatisfydemandsthatourresearchindicatesarebecomingmoresophisticatedeveryday.OurviewisthatdespitetherapidgrowthalreadywitnessedandprojectedfortheautomotiveindustryinChina,seriouschallengeswillstillemergesuchasintensecompetition,newproductproliferation,pricingpressures,decliningprofitability,andrapidlychangingconsumerneedsandbehaviours.FortheOEMs,thekeystrategicquestionsgoingforwardwillrelatetosecuringorconsolidatingprofitablemarketshareanddifferentiatingthemselves.Therefore,theirfuturesuccesswilldependupontheirabilitytoretaincustomersandmanageeffectivelytheirdistributionnetworks.Inthesetasks,automotivedealerswillplayacriticalrole,astheymanagethegreaterpartoftheinteractionwiththecustomerand,tosomeextent,arethe‘custodians’oftheOEMs’brandpromisesandhowtheyaredelivered.Bearingthisinmind,thisjointKPMGandTNSreportidentifiesandcommentsuponthekeytrendsincustomerperceptionsandbehavioursrelativetoautomotivedealerships,andhowindividualdealerscanaddressthesetogetherwiththeirotherstrategic,operational,management,andperformanceprioritiesinwhatisahighlydynamicandchallengingenvironment.WebelievethatthisreportcontainsfreshandvaluableinsightsbothforOEMsandautomotivedealers.Asalways,wewillbedelightedtoreceivecommentsonthisresearch.AndrewThomsonNelsonFungAndrewThomsonDirector,GlobalMarketsKPMGinChinaandHongKongSARMemberofKPMG’sGlobalAutomotiveSteeringGroupNelsonFungPartnerinCharge,IndustrialMarketsKPMGinChinaandHongKongSAR©2007KPMGHuazhen,aSino-foreignjointventureinthePeople’sRepublicofChinaandamemberfirmoftheKPMGnetworkofindependentmemberfirmsaffiliatedwithKPMGInternational,aSwisscooperative.Allrightsreserved.AutomotiveDealershipsinChina:AcceleratingPerformance3ThisreportwasresearchedandwrittenprincipallybyAlexisZirahfromKPMG’sIndustrialMarketsGroupinChinaandHongKongSAR.Theautomotivedealershipsconsumerresearchstudyonwhichpartofthisreportwasbased,wasconductedbyKlausPaurandhisteamfromtheglobalmarketinsightandinformationgroupTNS.KlausistheHeadofAutomotiveResearchatTNSChina,andtheteamparticipatinginthisstudyincludedMelanieStroehlein,EricTai,ColinShiandJessicaChen.Wewouldalsoliketothankthoseindustryexecutiveswhosogenerouslycontributedtheirtime,knowledge,andinsightstothisstudy.Acknowledgements©2007KPMGHuazhen,aSino-foreignjointventureinthePeople’sRepublicofChinaandamemberfirmoftheKPMGnetworkofindependentmemberfirmsaffiliatedwithKPMGInternational,aSwisscooperative.Allrightsreserved.AutomotiveDealershipsinChina:AcceleratingPerformance4Introduction:TheimportanceoftheautomotivedealerinarapidlychangingmarketAutomotiveDealershipsinChina:AcceleratingPerformancewascompiledjointlybyKPMGinChinaandHongKongSARandTNSChina’sAutomotiveGroupAnexpandingmarketChinahasnowovertakenJapantobecometheworld’ssecond-largestautomarketaftertheUnitedStates.Totalnewvehiclesales(includingtrucksandbuses)grewby25percentto7.2millionin2006.Newpassengercarsalesalsoreached4.4millionunits(includingMPVsandSUVs),anincreaseof34percentcomparedto2005.2Passengercarsalesreached.2millioninthefirstquarterof2007,rising20percentfromthesameperiodlastyear.3Similarly,accordingtotheNationalBureauofStatisticsofChina,thenumberofprivately-ownedmotorvehiclesrose8.8percentyear-on-yearto22millioninChinain2006.Intermsofnewpassengercars,individualbuyerscontributed80percenttothe4.4mill