Analysis of High-class Bus Market (over RMB900, 000 Yuan for unit price) in Jan.-Apr.,2010Ⅱ

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Analysis of Sales Data of Buses (Valuing over RMB 900,000 Yuan for unit) in the first months in 2010

Table 5: the sales statistics table of bus market (more than RMB 900,000 Yuan for the unit price of bus) in the first four months in 2010

Chart 2: the sales statistics chart of bus market (more than RMB 900,000 Yuan for the unit price of bus) in the first four months in 2010

Shown above:

1. There are nine region markets such as Fujian, Zhejiang, Guangdong, Beijing and Jiangsu are main demand markets with high concentration. The related demand accounts for 81.1% of the high-class bus market, that is to say, only 18.9% chance to sell high-end buses in other regions. The market concentration is 75.8% for the price range of ￥900,000～1500,000 Yuan，91.0% for ￥1500,000 ～2000,000 Yuan and 77.25% for more than ￥2000,000 Yuan. Compared with the buses in a low price range, the market concentration of the bus valuing over ￥900,000 is the lowest. The higher the price, the smaller the sales volume of buses, and the fewer of the region markets. It conforms to the bus market rule and offers evidence for target market position and marketing strategy for top bus builders. 

2. Zhejiang is the region market with the highest market demand on high-end buses in the first four months in 2010: overall 17.1%. The market concentration is 13.9% for the price range of ￥900,000～1500,000 Yuan，10.96% for ￥1500,000 ～2000,000 Yuan and 17.1% for more than ￥2000,000 Yuan. The high-end bus markets for 1500,000 ～2000,000 Yuan and more than 2000,000 Yuan mainly focus on Zhejiang. The market share of these buses comes to or exceeds one sixth of this market segment. Therefore, the marketing strategy for bus builders in Zhejiang is rather important due to more opportunities. Zhejiang Neoplan takes almost 70% of high-end bus market in Zhejiang region.

3. Guangdong is the region market with the second highest market demand on high-end buses in the first four months in 2010: overall 11.97%. The market concentration is 9.79%for the price range of ￥900,000～1500,000 Yuan，13.14% for ￥1500,000 ～2000,000 Yuan and 14.7%for more than ￥2000,000 Yuan. The market share of these buses comes to or exceeds one seventh of the responding market segment.According to the market research, Neoplan, Xi'an Silver Bus and Anhui Ankai occupies the top 3 positions of the high-end bus market in Guangdong.

4. Jiangsu is the region market with the third highest market demand on high-end buses in the first four months in 2010: overall 10.61%. The market concentration is 9.56% for the price range of ￥900,000～1500,000 Yuan，11.86% for ￥1500,000 ～2000,000 Yuan and 10.9%for more than ￥2000,000 Yuan. In this region market, the concentration for ￥900,000～1500,000 Yuan is the lowest and the one for ￥1500,000 ～2000,000 Yuan is the highest. The demand on high-end buses is large because that Jiangsu is the developed traffic and economic area in China.

5. Beijing is the region market with the forth highest market demand on high-end buses in the first four months in 2010: overall 9.45%. The market concentration is 7.69% for the price range of ￥900,000～1500,000 Yuan，11.2% for ￥1500,000 ～2000,000 Yuan and 10.4% for more than ￥2000,000 Yuan. In this region market, the concentration for ￥1500,000 ～2000,000 Yuan is the highest. The demand on high-end buses is large because that Beijing is the traffic and economic center in China and requires high-class BRT.

 6. The top 9 region markets are all comparatively developed area in economy aside from Sichuan, shown in the table above. 

 Conclusion

1. The sales volume of high-class buses over ￥900，000 Yuan increases 40.41% in Jan.-Apr. 2010 than the same period in 2009 and 3.37% more than in 2008. It indicated that the high-end bus market get used to the competition against high speed railway.

2. The high-end bus products with the price range of ￥900，000 ～1500,000 Yuan increase with the development of bus market and the capacity of the market is the largest among the buses valuing more than ￥900，000 Yuan. The sales takes on some growth trend in recent 4 years except 2009 but the volume of market demand is limited, which primarily is affected by the purchasing power of objective market operators and the rate of return.

3. The high-end bus products with the price range of ￥1500,000 ～2000,000 Yuan increase with the development of bus market and the capacity of the market is the second largest among the buses valuing more than ￥900，000 Yuan.

4. The high-end bus products with the price range of more than ￥2000,000 Yuan increase with the development of bus market and the capacity of the market is the smallest among the buses valuing more than ￥900，000 Yuan. It indicates that the market capacity is in inverse proportion to price. The higher the price is, the sales takes on some growth trend in recent 4 years except 2009 but the volume of market demand is limited, which primarily is affected by the purchasing power of objective market operators and the rate of return

5. In the first four months 2010, the biggest sales of high-class buses over 900,000 Yuan is Zhejiang, and then Guangdong, Jiangsu, Beijing, Fujian and Liaoning. According to the market demand, the bus builders can distribute manufacturing and sales resources and establish responding marketing strategy.

6. The influence of the competition of high speed railway still exists but differs in degree: most in the bus market for 900,000～1500,000 Yuan and fewest in the bus market for 1500,000～2000,000 Yuan.