Renault Concentrated On China: Accelerating Plan To Test Sales Mode

Renault, a brand that almost quit the Chinese market in the past, has now become a growth force that can not be ignored in the import car market.

In the first 5 months of this year, Renault was in China.

Not only that, Renault's attention to the Chinese market has been rising again since the earthquake, and new acceleration plan has been put forward. In the next 3-5 years, the annual sales volume of Renault in China will increase to 100 thousand.

"From hundreds to thousands of stations.

Intermediate path

In just two months, Renault introduced the mid class latitudes and compact cars, and the new half will be launched in the second half of the year.

Not only that, Renault minority model Laguna also entered the Chinese market.

Such a dense product strategy also leads to doubt. Although many products are introduced, sales volume is still concentrated on a few models, resulting in waste of resources.

Chen Guozhang believes that Renault believes that the Chinese market is a fast-growing market and must enter the market card ahead of time.

"From this perspective, it is to pave the way for the future.

Now we think it is absolutely necessary to import the number of products and the time to import them. "

Strategically, Renault will target Subaru and Volkswagen's imports, and choose the middle line between the two.

The latest data show that in the fierce competition, the brands are changing. BMW first exceeded Mercedes Benz, Lexus slipped to sixth, while Subaru and Volkswagen jumped the top four.

Specifically, BMW, Mercedes Benz, Subaru and Volkswagen are among the top four brands of luxury brands, of which Subaru's sales in April were 4508, an increase of 5.2% over the same period last year, and the sales volume of public import vehicles was 4483, an increase of 44.5% over the same period last year. The experience of two is worth learning from.

In terms of product strategy, Subaru is taking the minority line, while the public product line is very wide, and there are several main products.

From the perspective of network planning, Subaru is taking a low-cost and high service fast network expansion route. The public is taking a high input network strategy, at least tens of millions of construction costs, and investment amounts to hundreds of millions of dollars.

The so-called middle route is that it tends to Subaru in network construction and tends to the public in product strategy.

Chen Guozhang told reporters.

In fact, channels and products constitute an important part of China's strategy for imported cars.

From the perspective of channel, importers, represented by Lexus, Infiniti, Acura and mass import, have invested heavily in network construction, while importers of Subaru and Renault have gone the opposite way.

Objectively speaking, Renault has a relatively low threshold for dealers, and its network development plan is divided into three stages.

The first stage is to turn off the original 38 dealers and non-standard dealers, and to keep the relatively available dealers through the screening, make a rapid alteration, and speed up the brand image with relatively low cost. The first stage is the fastest way.

The second stage is the full use of dealers. It is worth mentioning that the other brand dealers should be retrofitted at low cost with the aim of rapid expansion.

The third stage is the traditional stage, starting from the open space.

"In general, we use the second stage plan.

By the end of this year, the number of Renault's network will be expanded to 80. "

Chen Guozhang said.

Winning strategy

"Renault as a new brand, Corre introduced two years ago to reduce the price of imported cars to the location of domestic cars, but it is the high-end service, quality and value of imported cars, which is our main strategy, and is also the most different from other brands."

Chen Guozhang interpreted Renault's strategy.

The latest data show that although the compact SUV growth is lower than the overall SUV market, but Reno Ke Lei Ao sales in April still grew 69%, an increase of 1611 units.

"According to the data of this year's market, home-made cars are more difficult, but the imported car market is relatively loose.

Take the Beijing market as an example, some domestic or joint venture brands sold thousands of units every month, and now only sell dozens of them.

For Renault, this year has not changed completely since last year, and the market has not been affected at all.

At this year's Shanghai auto show, Renault has launched an intermediate car Renault latitude. Renault latitude is an intermediate car built on the Renault Nissan D platform. On this platform, Nissan Teana is also born.

Since then, Renault has launched another compact car, Renault wind, which bears the responsibility of Renault in China.

In fact, due to the impact of the Japanese earthquake, Renault wind has also been listed on the market a month in advance. It is understood that the Renault wind, which is listed on the market, will be sold by Corre, a factory in Busan, South Korea, China and Europe, Romania and other countries and regions.

"The overall strategy can remain unchanged for ten years, but the Chinese market is not the Japanese market. Its ten years of development can be completed in two years in China. We need to have a more flexible and appropriate strategy to highlight ourselves.

If this fails, Renault will never be able to stand behind others.

Chen Guozhang finally said.