The 7th Chinese Automobile Marketing Head

　　Early morning on August 14th 2010, Lhasa opens her eyes after moistened by drizzling rain in the night. Nearly 50 marketing executives from 30 automotive companies around the country gathers here to witness the grand opening of the 7th Chinese Automobile Marketing Head Storm Lhasa Summit.

　　The Chinese Automobile Marketing Head Storm, co-sponsored by China Marketing Association, Sohu automotive business unit, and CCTV Advertising Economic Information Center, is the top forum to discuss about automobile industry's development strategies, marketing policies, innovative marketing methods and marketing theory systems, which invites marketing executives from Chinese major vehicle brands. It has been successfully held for six times.

　　This year, the organizer chose holy, pure and beautiful Lhasa, the roof of the world, as the place to hold this 7th marketing head storm, which follows the will of marketing executives. On the highest peak of the world, experts and executives discuss together about the marketing themes and trends of the largest auto consume market in the world.

　　Economist believe macro situation optimistic, stand behind car industry as pillar industry

　　In order to help automobile marketing expert committee and marketing executives to understand better the macroeconomic trend and the development direction of automotive industry, at this summit, the commission appointed specially three economist as the consultant economists of China Marketing Association's Marketing Expert Committee, including Director-General of Department of Macroeconomic Research of Development Research Center of the State Council Yu bin, researcher of Decision Consulting Department of the Chinese Academy of Governance Wang Xiaoguang, and Director of Industrial Development Institute of Institute of Industrial Economics of Chinese Academy of Social Sciences (CASS) Zhao Ying. At the summit on-site, Yu Bing and Wang Xiaoguang bring their unique insights and forecasts about the macroeconomy in China, which were gained great attention of guests.

　　Yu Bin said, although the macroeconomic policies has been adjusted early this year, the fiscal stimulus effects for economic growth have substantially receded, and has begun to lead to declining economic increase. But he believes that the growth rate of Chinese economy in 2010 will be still able to reach around 9.5%. Therefore, the keynote of the macroeconomic policy should be steadily fine-tuning.

　　To answer the question raised by Deputy General Manager of GAC Changfeng Sales Hu Qinglin, whether production capacity would surplus in the domestic automobile industry, Yu Bin gives a negative answer. He believes, just because of disequilibrium of balance of urban-rural development in China's auto market and continual widening income gap, China is able to have a rapid growth for the past 30 years and will have it for another 20 years in the future.

　　Like Yu Bin, Wang Xiaoguang also holds optimistic attitude of this year's overall economic situation. He expresses his concern that Chinese economy meets up periodical risks. Wang Xiaoguang concludes investment's negative growth will turn up in China for the first time in 2013. The effective way to avoid the risk of economic collapse, is to promote actively urbanization and "autolization", which bring the Chinese economy a brand new development model.

　　Over 70% marketing executives predict the growth rate in the second half year will be over 5%.

　　On the past Automobile Marketing Head Storm Forum, the subject of the increase of automobile market is always the focus of all parties. Influenced by boisterous automotive market in 2009, industry's productivity expands. However, the blowout of car market stimulated by policies is very hard to sustain. After the release in the first half year, car sales is falling gradually and many auto enterprises have also entered the adjustment period.

　　Nevertheless, the participating executives still hold optimistic attitude about the automobile market in the second half of this year. Seen from the survey and forum interaction at the summit by Sohu Auto, nearly 70% of marketing executives believe the growth rate of vehicle market in the second half year will be between 5% and 10%.

　　Hu Yong, Deputy General Manager and General Sales Manager of FAW-Volkswagen, said he is always optimistic about Chinese automobile market is steadily developing. In his opinion, despite the growth rate of car market will develop jumping affected by various factors, it will not stop the general development trend for China to enter the early phase of automotive popularization. Based on such judgment, he believes China's auto market in the next ten years will show a steady and healthy development tendency.

　　Deputy General Manager of Beijing Hyundai Motor Xiong Wei also believes car market in the second half year should steadily increase. He mentions, from October until the end of the year, media will continue cook up the question, whether the state policies will exit from the market, which will form a large opinion environment. It will definitely bring significant tail-raising factors in the fourth quarter, therefore the overall increase rate in the second half year should be able to secure the range between 5% and 10%

　　Dealer management is the greatest challenge for marketing executives.

　　In the daily management of marketing executives, which of the works take them most energy as their largest challenge? Comes it from dealer management from the outside or from region management from the inside? How to coordinate the relationship between parallel departments, based on the control ability of resources, or on the proposition of team culture development?

　　76% of marketing executives chose dealer management.

　　About this, Deputy General Manager of Dongfeng Honda Liu Hong has a rather mixed feelings. Using one or two car models from one brand to support a sales network of 280 distributors, distributor management becomes the core priority of his daily work.

　　Liu Hong believes that it is crucial for car companies to draw up long-term profit plan for auto dealers. "Distributors are our first customers. If dealer profit model fails, no dealer is willing to do the business with us". Secondly, Liu Hong thinks, both of terminal guest satisfaction index and distributor satisfaction index cannot be ignored. The voice from front line's dealers would determine directly adjustments of automobile enterprises' overall plan.

　　In addition, five marketing executives think that in their daily management is most challenging to build up team culture. According to Dongfeng Citroen Vice General Manager Wei Wenqing, team culture construction should not only cover the employees of automotive corporation, but also include distributors.

　　Five executives are honored with Automotive Marketing Achievement Award

　　In order to honor the marketing executives, who have made remarkable achievements in the automobile marketing industry, since the 6th Chinese Automobile Marketing Head Storm Huangshan Summit, the organizing committee set up China Automobile Marketing Achievement Award. At this Lhasa Summit, deputy general manager and general sales manager of FAW-Volkswagen Hu Yong, former vice director of sales department of Dongfeng Nissan and current executive deputy general manager of Dongfeng Honda Chen Binbo, Shanghai Volkswagen Skoda brand marketing vice director Fu Qiang, deputy general manager of Dongfu Honda Liu Hong are awarded with 2010 China Automobile Marketing Achievement Award because of their innovative and excellent achievements

　　According to the tradition of previous marketing head storms, this summit also unveiled winners for 2010 China Automobile Marketing Innovation Awards. Ten car brands, including FAW Volkswagen, Shanghai Volkswagen Skoda, Guangqi Honda, won 12 awards, such as Overall Marketing Strategy Innovation Award, Event Marketing Award and PR Innovation Award.

　　(Jianfei/Keke)

　　See original Chinese report Please click:

　　http://auto.sohu.com/20100814/n274214009.shtml