销售总结报告

五区销售分组会2014年1月20日•2013年豪华车市场状况及2014年展望•2013年凯迪拉克五区销售表现及盈利分析•2014重点商务政策解析•上半年销售节奏•重点项目–金融置换–培训项目–DCC–DOS明访调整-NQA–销售积分项目–ATS经销商人员购车计划主要内容•2013年豪华车市场状况及2014年展望•2013年凯迪拉克五区销售表现及盈利分析•2014重点商务政策解析•上半年销售节奏•重点项目–金融置换–培训项目–DCC–DOS明访调整-NQA–销售积分项目–ATS经销商人员购车计划主要内容2013年1~12月豪华品牌增长情况(批发数)数据源：中汽协批发销量和海关进出口数据•12月，前10品牌批发量整体增幅略低于整体市场，ABB未出现大幅冲量，单月份额流失；凯迪拉克单月份额再创新高•1~12月，前10品牌批发量整体增长16.3%；捷豹领涨，奔驰份额流失2.5%；凯迪拉克全年份额提升0.9%408,554310,823195,56063,12649,40438,47330,01030,31231,1147,267489,586355,983194,20762,96759,25455,01250,00536,46232,71218,045AUDIBMWBENZLEXUSLANDROVERVOLVOCADILLACPORSCHEMINIJAGUAR'121~12'131~1229,99821,69620,7362,7862,0942,9372,9971,6621,82122338,74833,10122,6429,4407,9037,2886,8253,2933,2321,594AUDIBMWBENZLANDROVERLEXUSCADILLACVOLVOMINIPORSCHEINFINITI'12-12'13-122013.122013.01~12前10合计Top1054.2%89.3%-1.4%豪华品牌销量增速份额变化LuxuryBrandW/SG/RShareVar.29.2%25.8%-5.5%52.6%22.0%-0.6%9.2%15.1%-6.5%238.8%6.3%3.4%277.4%5.3%3.1%148.1%4.9%1.8%127.7%4.5%1.4%98.1%2.2%0.5%77.5%2.2%0.3%614.8%1.1%0.8%豪华品牌销量增速份额变化LuxuryBrandW/SG/RShareVar.前10合计Top1016.3%87.2%-2.5%19.8%31.5%0.1%14.5%22.9%-1.0%-0.7%12.5%-2.5%-0.3%4.1%-0.8%19.9%3.8%0.0%43.0%3.5%0.6%66.6%3.2%0.9%20.3%2.3%0.0%5.1%2.1%-0.3%148.3%1.2%0.6%2013年1~11月豪华品牌增长情况(上牌数)35,46328,25717,3494,1324,0345,9933,1083,4222,08581943,60630,84917,7105,9975,8105,7114,4743,4802,1111,465AUDIBMWBENZLEXUSVOLVOLANDROVERCADILLACPORSCHEMINIINFINITI'12-11'13-11数据源:公安部上牌数据•11月，豪华车前10品牌同比增长15.8%，英菲尼迪单月领涨，奔驰、宝马增幅较低，份额流失；凯迪拉克份额提升至3.6%•1~11月，豪华车前10品牌增幅较前期回落；雷克萨斯凭近两个月稳定表现，上牌超越去年同期；凯迪拉克份额继续提升19.9%3.6%-5.1%-2.2%3.9%30.0%38.2%55.0%2.8%92.4%2.9%-1.5%-2.6%-0.6%-0.3%0.6%0.6%0.8%-0.1%0.5%34.6%25.1%16.3%5.1%4.7%3.9%3.0%2.9%1.8%1.2%2013.11357,270270,125183,28358,67560,95541,22726,32427,69519,2776,352434,114335,463192,89166,01362,33453,80737,40834,83623,21213,826AUDIBMWBENZLANDROVERLEXUSVOLVOCADILLACPORSCHEMINIJAGUAR'121~11'131~112013.01~11豪华品牌销量增速份额变化LuxuryBrandW/SG/RShareVar.前10合计Top1015.8%98.2%-0.8%豪华品牌销量增速份额变化LuxuryBrandReg.G/RShareVar.23.0%35.3%1.8%9.2%25.0%-1.7%2.1%14.4%-2.1%45.1%4.9%0.9%44.0%4.7%0.9%-4.7%4.6%-1.0%44.0%3.6%0.7%1.7%2.8%-0.4%1.2%1.7%-0.3%78.9%1.2%0.4%豪华品牌销量增速份额变化LuxuryBrandReg.G/RShareVar.21.5%34.1%0.7%24.2%26.4%1.1%5.2%15.2%-2.0%12.5%5.2%-0.3%2.3%4.9%-0.8%30.5%4.2%0.4%42.1%2.9%0.5%25.8%2.7%0.1%20.4%1.8%0.0%117.7%1.1%0.5%前10合计Top1019.3%98.5%0.3%2013年各省凯迪拉克和主要竞品豪华车市场份额豪华车市场，凯迪拉克整体份额同比持续增加；份额超过3%的省份主要集中在中西部及山东、江苏、上海新疆XJ西藏XZ青海QH四川SC云南YN贵州GZ广西GX广东GD湖南HuN湖北HuB江西JX福建FJ浙江ZJ上海SH江苏JS河北HeB河南HeN山东SD北京BJ天津TJ甘肃GS安徽AH陕西SHX山西SX宁夏NX内蒙古NMG黑龙江HLJ吉林JL辽宁LN重庆CQ海南HaNM/S≥3%2%≤M/S3%M/S2%数据源:公安部上牌数据省份Provincevs12'YTM青海QH5.8%28.7%25.4%16.2%2.6%9.6%-0.8%江西JX5.6%30.9%28.3%14.0%3.8%4.9%1.4%湖南HuN4.7%32.6%28.3%13.0%3.5%3.6%0.4%湖北HuB4.7%34.9%24.5%12.5%4.0%4.9%0.3%安徽AH4.6%34.1%27.5%15.9%2.0%4.9%2.1%山东SD4.3%37.5%24.9%15.0%3.5%5.5%0.7%贵州GZ4.3%31.9%27.1%13.1%5.0%4.1%-0.3%河南HeN4.1%36.3%27.4%15.0%2.6%3.2%0.4%江苏JS3.8%34.0%26.6%17.5%4.4%4.0%0.8%上海SH3.7%32.8%24.9%15.4%5.1%4.8%0.6%宁夏NX3.7%33.2%23.3%12.8%5.5%5.7%1.7%甘肃GS3.5%39.6%23.3%12.6%3.4%6.2%-1.6%新疆XJ3.4%35.4%20.8%15.1%5.8%5.5%-0.6%四川SC3.4%34.4%26.2%16.7%2.7%3.9%0.3%广西GX3.2%30.5%28.2%15.0%5.6%4.2%0.2%西藏XZ3.1%30.0%28.1%21.6%6.3%2.5%0.1%云南YN2.9%36.5%26.4%14.6%3.4%3.5%0.5%河北HeB2.6%35.6%29.5%14.9%2.7%3.4%0.5%辽宁LN2.6%38.2%19.5%15.3%7.1%4.2%0.7%福建FJ2.6%26.9%28.3%16.4%7.8%3.2%-0.1%内蒙古NMG2.6%39.1%22.1%12.6%4.3%6.1%0.6%陕西SHX2.5%39.5%23.4%14.4%1.5%6.1%0.2%北京BJ2.1%35.9%24.2%17.7%2.1%6.9%0.5%广东GD2.1%26.8%27.1%16.9%11.5%3.3%0.2%浙江ZJ2.1%33.8%31.7%11.9%5.2%2.2%0.1%天津TJ1.9%33.6%24.2%16.9%2.7%5.6%0.5%重庆CQ1.6%31.4%25.7%16.8%5.0%4.7%-0.1%山西SX1.6%45.8%20.3%14.2%2.4%3.9%0.5%吉林JL1.5%47.0%19.4%11.7%3.3%6.1%0.0%海南HaN1.3%19.2%29.2%13.8%13.9%7.5%0.6%黑龙江HLJ0.8%46.9%19.4%9.5%4.4%5.9%-0.2%全国Total2.9%34.1%26.4%15.2%4.9%4.2%0.5%2.2%2.5%2.5%2.9%2.5%2.6%3.0%3.1%3.5%2.9%Tier1Tier2Tier3Tier4Total'121~110.4%0.4%0.6%0.5%0.5%2013年1~11月豪华车层级和省份整体情况层级市场TierCity数据源:公安部上牌数据前15省份Top15ProvincesCadillacM/SVar.•1~11月,豪华车4线市场表现强势，比重增加1.1%；河南、两湖、川渝等省市同比大幅增长，河南、四川份额增加0.7%•凯迪拉克全线市场增速领先，1线市场份额略低，3线市场份额增幅最大131~11TotalTierCityVol.G/RWeightVar.Tier1411,50716.6%32.3%-0.6%Tier2428,86317.6%33.7%-0.4%Tier3253,07618.5%19.9%-0.1%Tier4179,01029.0%14.1%1.1%Total1,272,45618.9%Provinces20131~1120131~11VolumeG/RShareVar.1▬浙江ZJ165,39010.3%13.0%-1.0%2▬广东GD138,69121.2%10.9%0.2%3▬江苏JS125,38118.0%9.9%-0.1%4▬北京BJ98,9445.9%7.8%-1.0%5▲四川SC70,77836.4%5.6%0.7%6▬山东SD62,80819.4%4.9%0.0%7▼上海SH58,1704.4%4.6%-0.6%8▬福建FJ48,58814.6%3.8%-0.1%9▲河南HeN47,36745.9%3.7%0.7%10▬河北HeB43,78926.9%3.4%0.2%11▼辽宁LN42,69312.2%3.4%-0.2%12▬陕西SHX33,1087.0%2.6%-0.3%13▲湖南HuN31,89638.4%2.5%0.4%14▼重庆CQ31,19332.0%2.5%0.2%15▲湖北HuB30,59740.6%2.4%0.4%Top15Total1,029,39318.2%80.9%-0.5%131~11CadillacTierCityVol.G/RWeightVar.Tier110,71936.8%28.7%-1.1%Tier212,69638.0%33.9%-1.0%Tier37,80948.9%20.9%0.9%Tier46,18452.9%16.5%1.2%Total37,40842.1%2013年1~11月豪华车各层级市场前10品牌市场份额豪华车市场各层级市场前10品牌市场份额Top10BrandShareinLuxuryMarketbyTier数据源:公安部上牌数据•1~11月，宝马品牌在3、4线市场发力，4线份额提升2.5%，4线市场奔驰、雷克萨斯等多品牌份额流失•凯迪拉克全线市场份额提升，在3线市场尤为显著No.1Tier1No.2Tier2No.3Tier3No.4Tier4No.G/RM/SNo.G/RM/SNo.G/RM/SNo.G/RM/S1▬AUDI32.6%0.7%1▬AU