Market Analysis of Medium & High Luxurious Coaches Valuing among RMB 0.3~0.9 Million in 2011 Ⅰ

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Part One: The market share and sales growth rate of the medium & high luxurious coaches valuing among RMB 0.3~0.9 million in 2011 is the biggest one which makes it become the significant part in the year of 2011 annually large and medium size bus & coaches market.　

According to the price to segment the bus & coach market, the large and medium size coach market can be roughly divided into the high luxurious coaches, medium & high luxurious coaches, low & medium luxurious coaches and low luxurious coaches.

According to the coach experts saying, the price of above RMB 0.9 million (including RMB 0.9 million) high luxurious coaches corresponds to the distance of 300 km above the high-speed coaches market (including a high-grade sleeper coaches), senior spots of high level tourism, large public transport bus in big cities etc segment markets, but the proportion of them is generally small. The sales of high luxurious coaches valuing RMB 0.9 million (RMB 0.9 million) in 2011 takes up 2.07% of the large and medium-sized buses total sales.

The target markets of the price of above RMB 0.3-0.9 million high luxurious coaches are the corresponding to the distance of below 300 km high-speed coaches market (including the medium-grade sleeper coaches), medium & senior spots of high level tourism, large and supper large public transport buses in big cities etc segment markets, and the proportion of them is generally big. The sales of high luxurious coaches valuing RMB 0.3-0.9 million (RMB 0.9 million) in 2011 takes up 64.7% of the large and medium-sized buses total sales.

The price of among RMB 0.2-0.3 million low & medium level coaches that the target markets  are the corresponding to the distance of 50-100 km low & medium-speed passenger transport market, low & medium spots tourism and public transport buses in small & medium cities etc. The sales of RMB 0.2-0.3 million low & medium level coaches in 2011 takes up 24.7% of the large and medium-sized buses total sales.

The price of below RMB 0.2 million low level coaches that the target markets are rural passenger transport and inter city public transport etc. and the proportion is small. The sales of below RMB 0.2 million low level coaches in 2011 takes up 8.57% of the large and medium-sized buses total sales.

Table One: Statistics of large & medium luxurious coaches based in price ranges in 2011

 
Chart One: Statistics of large & medium luxurious coaches based in the price ranges in 2011

From above data, it is seen that

The market share sales and the sales growth of the 0.3-0.9 million medium & large luxurious coaches market is the highest one which is the mainstay of the large and medium-sized coach market.

Part Two: Regional Market share analysis of 0.3-0.9 million medium & high luxurious coaches in 2011

Based on the statistics from www.chinabuses.com research center, the top ten main sales regions of 0.3-0.9 million medium & high luxurious coaches in 2011 which shows below:

Table Two: Statistic of the market share of medium luxurious coach valuing 0.3-0.9 million in 2011  

 
Chart Two: Statistic of the market share of medium luxurious coach valuing 0.3-0.9 million in 2011

From above data, it is seen that

1. In the top ten main regional Chinese large & medium size coach markets, the highest market share area of the medium & high luxurious coach is in Jiangsu market which takes account for 8.90%, with over annual positive growth of 0.02% than that of 2010. The third market is Henan Market which accounts to 7.84% with annual negetive growth of 0.03% than that of 2010. The fourth one is the Guangdong market which takes account for 7.19%, with over annual positive growth of 1.51% than that of 2010. Therefore, the market share areas of the medium luxurious coach are in relatively economy developed and densely populated regional markets.

2. The total market share of the top 10 regional markets of medium luxurious coach is 64.83%, which decreases by 0.96% compared to the 65.79% of market share in 2010. It is seen that on one hand, the trend of medium & high luxurious coach markets in 2011 flow direction to the key regional markets decrease. On the other hand, the medium luxurious coach markets in the other more than 20 regional markets will inevitably show growth trend.

3. In the ten national main regional market, the market share of the medium & high luxurious coach markets is up and down. Among them, the market share of the medium & high luxurious coach markets in Guangdong, Shandong and Zhejiang area is down. And the rest of the seven regional markets is rising. The decreasing most regional market is the Guangdong area with decreased by 1.51%. The main reason is the Guangdong's Asian Games held in 2010 which was the major international event to push the increasing of the medium & high luxurious coach market growth. So it sure affects the sales of medium & high luxurious coach in 2011, which results in the area in the a sharp drop in demand for medium & high luxurious coach.

4. According to the above analysis, the manufacturing enterprisesof medium luxurious coach have every reason to allot their marketing resource to other regional markets so as to make it more target-oriented and to win in the medium & high luxurious coach market through the reasonable allocation of resources.