The 63-year-old Spanish car brand SEAT, has been on the key time node after “testing the water” in the Chinese market for a year and a half – how to break the single pattern of relying on imported car products to open up the Chinese market and further deepen The world's largest new car consumer market has become a realistic issue in front of SEAT.
Since the first batch of imported vehicles landed in the Chinese market in April last year, Seat’s “testing water” journey in the Chinese market has lasted for 18 months. During this period, Xiyate established a Chinese management team and quickly established the first dealer network based on the strong resource advantages of the Volkswagen Group. It introduced three main products through import and “tested” the target consumer group. Product feedback.
Although the sales performance of Seat is not as "amazing" as other sub-brands of the Volkswagen Group, the "test" for a year and a half has enabled Seagate to read more about China - the world's largest and fastest-changing new car. market. “After a third-party market research on real consumers, Seagate owners are highly consistent with the target customer base.”
The reporter learned from the inside of SEAT China that the huge potential of the Chinese market, especially the rise of emerging car owners represented by the post-80s, has become a key driver for the development of the Chinese market in the next step.
Do not sell heroes
In the current joint venture between the North and the South Volkswagen is expected to pass the production and sales of 1.5 million thresholds in the year, the "feast" of the late brother Siyat brand in China has just begun. In April 2011, Volkswagen Group took SEAT to Shanghai Auto Show for the first time. One year later, in April 2012, SEAT held a listing carnival in Shenzhen and announced the first product after the import of SEAT to the Chinese market. LEON is listed. In terms of sales network layout, Xiyate deliberately chose the second- and third-tier cities with the most potential for development, such as Xi'an, Chengdu and Nanning, instead of Beishangguang, which is popular with traditional imported cars.
In the first 10 months of this year, Seagate’s sales in China were only three digits, and in the past 18 months, the three imported car products (Ouyuebo, Ibex and LEON) have only sold in China. To 3,000 vehicles. In contrast, Volkswagen China executives had expected that there was a clear gap between reality and ideals. “The sales figures are not the focus of the first step in the development of SEAT in China. Our aim is to familiarize the target consumers with this brand and products.” The relevant person from SEAT China told reporters that the market terminal survey data shows that those The owners who have already purchased the SEAT products are in complete agreement with the target consumer groups set by the company, and most SEAT owners tend to choose large-displacement vehicles. They can afford golf GTI but don’t want to be posted. On the "Volkswagen" tab. ”
According to the survey, the mainstream people who buy Seagate are young urban elites. More than 60% of them are 80-year-old men and highly educated. Among them, 85% of car owners own two or more cars (the first car is also an international brand), expressing “Personalization” is the main reason why they choose to purchase the Seat model.
This is almost identical to the target customer base that SEAT has locked in at the beginning of its entry into the Chinese market.
And Skoda has already had a certain brand awareness before entering China. The Nuggets' Nuggets in China are completely starting from zero. Fortunately, there is a Volkswagen Group "supporting the waist", through the allocation of superior resources, in a relatively short period of time, SEAT has "pushed" 15 investors from the import of 50 of the best 50 dealers in China. Astra China Strategic Partner."
At present, there are only 11 dealers who have opened their licenses to consumers on the website, most of them are located in second- and third-tier cities.
As a brand new brand starting from zero, Xiyate relies solely on imported vehicles, with less than 20 sales outlets nationwide. However, after 18 months of “testing water”, Seat proved its possible success: an easily recognizable brand image, its unique Mediterranean design, and engine tuning of the performance-oriented car. Significantly different from the Volkswagen brand and the Skoda brand. If the Volkswagen brand is regarded as a coordinate, the Skoda on the right is biased towards "quietness" - stable, mature, and wise; while the West Asia brand on the left is more "moving" - - Passion, dynamism, and youth." Analysts close to Volkswagen China believe that China's SEAT has already completed the first phase of the "test market." Next, what SEAT needs to answer is how to provide consumers with a choice of cars that are technically similar to Volkswagen and Skoda, with different brand styles.
According to the sales performance of the Volkswagen Group announced in the first nine months of 2013, SEAT sold a total of 266,100 vehicles worldwide, up 11.7% year-on-year.