Shanghai automobile city building market positioning and the preliminary plan of marketing

One, the market report
　
(a) the Shanghai office building market environment analysis
Shanghai's economy showed strong growth momentum in recent years, the 2003 city GDP grew 11.8%, to $75300000000. At the same time, the direct use of foreign capital of $5900000000, a 30.1% increase over the previous year. Subsequently, the Shanghai grade A office market in late 2002 has seen strong demand situation. But from 2004 to April, sales area of real estate sales, rental prices declined, on one hand, showed a decrease in sales prices continued to climb to stimulate aggregate demand, on the other hand, shows the impact of macro-control measures on the real estate industry is gradually becoming apparent.
The introduction of the first half of 1, in 2004 the real estate macro-control policies
2004 has been the real estate industry known as the "policy year". In this short time of half an year, small real estate policy emerge in an endless stream, mainly from the land market, the real estate finance market, moving buildings, affordable housing and other specific regulatory policy.
(1) the land policy
To overhaul in 2003, continue to increase the intensity, the country in 2004 and promulgated the "supplementary provisions about stopping agreement transferring state-owned land use rights of operating the project" (4 orders), "on further land market order rectification strengthen land management advice", "Office of the State Council on the revamp Development Zone to strengthen construction land management notice", "Ministry of land use division on the construction site for the system implementation of the notification", "2004 national land use plan" notice, "on the in-depth development of the land market rectification strict land management of the emergency notice" the introduction of these policies, on the one hand. Agricultural land to construction land subject to strict control, land development area amplitude fall after a rise, land transaction prices continued to rise; on the other hand, the national each chief city land market to mature.
(2) the real estate financial policy
A, real estate credit scale
The central work along both lines, a policy issued to control and regulate the size of bank lending, which can effectively inhibit the source of funds overheated industries, on the other hand, by adjusting the proportion of capital, to build an industry access threshold. In April 11th the central bank announced that, from April 25, 2004 onwards, financial institutions, capital adequacy ratio falls below a certain level, will implement the 8% of the deposit reserve ratio, the wholly state-owned, joint-stock commercial banks, foreign financial institutions such as the implementation of 7.5% of the deposit reserve ratio, the aim of limiting commercial bank credit expansion blindly. The real estate industry is one of the prime target of credit control. In April 27th, the State Council issued a notice, the real estate development projects of fixed assets investment (does not include affordable housing) capital ratio from 20% to 35% and above.
B, raise the threshold of personal housing mortgage loans
As the central control of the credit scale real estate development, around five one, all major banks have adopted corresponding measures to increase the threshold of personal housing mortgage loans, summarizes the main is to limit the individual purchase of the 2 set (and above the 2 set) housing and high-grade villas, to control real speculation, stabilize prices. In February 26th, Chinese CBRC issued the "guidelines on risk management of commercial banks in real estate loans (Draft)". "Guidelines" provisions, the issuance of Commercial Bank of individual housing loans, the monthly housing expenditure and income of each housing loans than 50% control in the following (including 50%), on all debt expenditure and income than 55% control in the following (including 55%); real estate loans to total loans may not be more than 30%.In May 15th, Hushang banks have second suite of the first payment ratio increased to three, while for the third suite of property buyers, banks basically do not provide loans to support.
    C, the strengthening of individual housing loans, loans shops, villas, office loans audit
Recently, Shanghai major commercial banks are to strengthen the office loans credit audit system, industrial and Commercial Bank of China, now China bank, construction bank, Bank of communications, Bank branch financial network has made it clear that he did not accept this business, the agricultural bank lending conditions than last year are more demanding, the loan amount to assess the value of 6 for 10 years, age shrinkage. Because of the tightening of bank loans to the 2004 Shanghai commercial showing a downward trend with the development and changes in housing.
(3) the policy side effects
Developers face major reshuffle, the strong stronger, the weak will be eliminated. Real estate enterprise capital chain continue to tighten, the strength is not strong developers will face greater difficulties. To increase the difficulty of financing means that real estate developers increased development costs, the process will undoubtedly accelerate the Real Estate Company of the survival of the fittest. The brand, strength, management ability of the company will receive a larger space for development, and to get more policy support; and strength is not strong, the lower credit quality, the heavy historical burden, the higher debt ratio of the real estate developers will be gradually eliminated.
(4) real estate policy
In order to stabilize emissions prices, governments around the world have continued promulgated a series of real estate policies, which involves due real limit, low price matching housing policy, affordable housing and the demolition management policies.
A, forward delivery housing limited to policy
Shanghai issued "on the pre-sale of commercial housing assignment decision" explicitly pointed out: since April 26, 2004, the pre-sale of commercial housing Yugouren purchase shall be transferred in the acquisition and the completion of real estate, for the transfer of real estate registration according to the provisions; in to obtain the property right certificates, registration of real estate agencies not for sale of goods the transfer of housing registration.
B, the online registration system
In March 30th, the official opening of the Shanghai commercial housing sales online registration system, Shanghai all pre-sale, (1) the macro-control big background, the real estate market will enter a period of adjustment, real estate profits, prices will tend to be reasonable.
A series of regulatory policies issued in the first half of 2004, will emerge in the second half of the year. The second half of the first half of the raise a Babel of criticism of some discussion of property tax policy, such as interest rate policy will be further clear. At the national macro-control big background, the real estate market will enter a period of adjustment, real estate profits, prices will tend to be reasonable.
2, the supply of office space, the vacancy rate, absorption analysis
According to statistics, the Shanghai office new supply and video traffic building market in the past 3 years are: 2001 187000 square meters and 450000 square meters, in 2002 338000 square meters and 405000 square meters, 2003 to 310000 square meters and 350000 square meters. Visible, 2001-2003 years relative lack of new supply, the stock market has consumed, the sharp drop in the vacancy rate, the market supply. In 2004 -2007 estimates there will be 4000000 square meters of office supply market, the Shanghai grade a total area of nearly 8000000 square meters. Therefore, is expected around 2005 will usher in the office focused on the supply period, this stage of the office of the housing market may face callback pressure. With the first half of 2004 macroeconomic policy, also have a certain impact on the office market rental. According to the research data of 2004.6 Chinese estate Shanghai monthly show: 04 years in May, the small Lujiazui area vacancy rate is smaller, Huaihai Road, people's Square is increased to 8%, the Nanjing West Road Hongqiao Development Zone, area 9%, Xujiahui area vacancy rate increased to 20%.
3, the rent and price analysis
Shanghai office rent rise has reached Asia first, third in the world, the rent growth rate has reached 9.7%, Shanghai grade A office building supply shortages, which in the past two years the Shanghai grade A office market vacancy rate decline, rents gradually rise.
In the first quarter of 2004 continued strong demand of Puxi and this new property (enterprise Avenue and Raffles Plaza) of high rental under the impetus of Shanghai grade A office market average rent price rose slightly, the central region of the average grade A office rental price than the last quarter rose 1.1%, reaching $0.67 / day / square meters. Which covers rent Jiaoshangjiduo rose 3.1%, reaching $0.66 / day / square meters. One quarter of the Pudong market demand is weak, the average grade A office rents continued to decline from the two quarter of last year, the quarter on quarter fell 4.4% to $0.67 / day / square meters. Although the first quarter revenue is very big, but the concern is the rental price than the actual transaction price by 10-20%, in some high property, even higher. Compared with the first quarter, (strong rental sales market demand limited lead to sales prices relatively on the quarter moderately decreased by 3%, to 2693 U. S. dollars / sq m. )
The development trend of the office market, Shanghai 4
(1) the quantity and quality to improve synchronization, office style diversification development
With the entry into the WTO and Shanghai's successful bid to host the World Expo, as well as the development of headquarters economy strategy is paying off, the Shanghai office market demand will be increasingly popular. Seize this opportunity, the supply of flats will be rapid growth. The emergence of SARS increased awareness of environmental and health seriously, therefore, green, health, environmental protection, comfort, intelligence, convenience, internationalization, personalized, differentiated, customized become keywords office development trends. Therefore, residential, business, catering, entertainment, fitness, shopping with a combination of low density, integrated business office will be very popular. Adapt to the developing trend, customization will become the future direction of the office development. Character design will enable both inside and outside the office of the view shine, also reflects the occupancy of the concept, to meet the needs of.
(2) the change of ownership is more adapt to the market, small property, the property sale of office more popular
Because of the unbalance of the Shanghai office market supply and demand, rental costs increased year by year, the rental cost constraints, small property, the sale of office buildings began to appear. At the same time, the bank interest rates have been reduced, it is common to pull the retail investors' enthusiasm, rapid recovery, but also conducive to the developer fund risk diversification. For Grade A office space investment demand mainly from the financial institutions, listing Corporation and active private enterprises. Now investors are optimistic about Xuhui and Changning, because these two areas are trying to upgrade the status of its business, building a world-class city deputy center. In contrast, some other traditional downtown central business district, can be used to build office areas are becoming less and less, and have built general office rents are not only sold. In addition, adapt to the international situation, the owner and the operator of the separation of property, has become an inevitable trend of the trend of the times
(3) in the Department of industry, considering the characteristics of the economy, and the positioning of the concept of
Part of the cost -- benefit comparison of the driving force, the enterprise Office Area will also exhibit dispersion tendency. Previously are included in the company's departments such as HR, administration, marketing, planning, research and development, business management, from the nature of the business of their point of view, the office is not necessarily have to be located in the center of the CBD, each department has its suitable geographical location and the different nature of the scope of activities. In view of this phenomenon, office developers can be targeted and the part of economical and practical industry and sector positioning. Such as large enterprises Multi-National Corporation headquarters, financial consortium, domestic as well as emerging high-tech companies, can be based on extensive survey potential residents demand on targeted design. From the broad sense, this is an important consideration content personalization and customization trend, positioning before development is an important factor to determine the market performance.
(4) selective transfer layout trend -- to non downtown office
The development of knowledge economy, information society has greatly changed the traditional economic meaning of distance. The development of modern means of communication, means of transportation, shortens the distance, changed the spatial. Virtual space, the emergence of SOHO centralized office space for the office of the traditional is a challenge. Of course, because of the difference of industry and sector specific, and face the needs of information exchange, SOHO is only part of the phenomenon, but also is the important trend. Especially with the development and enhancement of suburbanization on the surrounding economic radiation ability and modern service industry increasingly detailed division of labor, office centrifugal tendency building also will be a major development. In this process, people will occur selectively, produce layout system more level, the level of. Specifically, the central business district will gradually become a gathering place of high-grade office buildings, which will be conducive to the development of Shanghai to the international business center; and the lower level of office service function is to transfer to non central area. Putuo, Yangpu district is expected to benefit the transfer, Putuo District green branch building is designed to adapt to the trend of.
(two) in the office market in Anting area
At present, the International Automobile City, especially in Anting, are not already completed the delivery of a grade or grade A office market. In the construction of the International Automobile City building, away from the International Automobile City building not far from "the building", but in June this year, 28 days after the 5 office projects have laid the foundation stone of building.
Two in the public square of the five projects, the other three is located in the city car club street. The total supply is expected to 175009 square meters, positioning is the business, leisure, entertainment as one integrated modern business building; building standards, facilities are good; investment is expected to be in 2006 first half of the year under. (see Table 1) in this way, will the overall business environment in Anting into the "old town", the matching is still not complete, commercial atmosphere basic lack of automobile city building will undoubtedly bring competition and resistance is not small.
(three) Chinese auto market forecast and analysis
2004 automobile market in the first half of the situation reflected in the stock market, auto stocks collective diving, the car crash, "Chinese Securities Daily" expert analysis, automobile output increased at the same time to increase inventory, sales decline while prices fell again, the automotive industry is entering a recession. Analysis of the experts of the former two descriptions are basically in agreement with the fact, but the launch of the third sentence conclusion is not suitable in the development of China automobile industry, industry wide sales growth, market expansion, development in a rational, market growth and growth in the fall, this is an indisputable fact.
Reason 1, drop
Industry thinks generally, this car sales growth slowed down and fall, on the one hand and the national macroeconomic regulation and control, and points out that the Seoul meeting of the Asian Development Bank Vice Finance Minister Li Yong, China's automobile industry is one of industries are included in the restricted credit. Suddenly, the monetary tightening credit, so that the dealer's liquidity has serious difficulties, at the same time, raising the threshold of credit, credit conditions are harsh, generally go up Juxian rate, so just start the car credit a car to sell a car, have been the hardest inhibition. On the other hand, Chibidaigou consumers wait-and-see atmosphere thick.
2, the development trend of the automobile market
China car market in the first half of 2004 domestic car production of 2677100 vehicles, an increase of 27.10%; sales of 2553600 units, an increase of 24.15%; sales growth of nearly 3 percentage points lower than the growth of production, sales rate of 95.39%. Chinese automobile market demand, since March a growth decline, on the other hand, the first half of the year still maintained at 24% two digit growth level, China automobile market growth and growth in the fall. Half a year growth no longer appear greatly drop it, then China car market by 02 and 03 years of "blowout" development may turn to steady growth. (see Table 2, 3)
(four) nodules
Beginning in 2004, Central Committee in order to prevent the economy from overheating, in the national scope of the economic field to take macro-control policies, which will have a certain impact on the growing real estate market, the housing video the slowdown in price increases, consumers and investors on the real estate market of choice is more rational, therefore, predicted the market outlook of the real estate market there will be a slight adjustment, but the overall trend is still good.
From the development trend of the office market, on the one hand with the enhanced development of suburbanization and the surrounding economic radiation ability and modern service industry increasingly detailed division of labor, office centrifugal tendency building also will be a major development. In this process, people will occur selectively, produce layout system more level, the level of. Commercial space development in the information society and the virtual space environment also has the possibility of suburbanization, distribution is not only confined to the traditional sense of the downtown or CBD. On the other hand, the small property, the sale of office buildings began to appear. Because the bank interest rates have been reduced, a part of stimulating the enthusiasm of investors, fast recovery, but also conducive to the developer fund risk diversification. Separation of the owner and the operator of the property, has become an inevitable trend in the trend of the times.
As the main source of customers car city building in auto related industries and sectors, so the development and prediction of the automobile market, we can from the expected to trend in the future development of Anting office market. Is expected to nearly three years the impact of macroeconomic policies, the automobile market will enter a relatively stable growth period, will not appear before two years of "blowout" situation, the market is still optimistic.
Is expected to supply 2004-2007 years, the Anting office market will continue to expand, but a change in demand is relatively less than demand. This is mainly affected by the development of the automobile industry as a whole, but after this period of time, and a new round of peak demand, which is why there are so many developers are willing to get involved in this field, the opportunities and challenges, how to grasp this opportunity, how to talent showing itself in the competition, establish their own unique the brand, which is the automobile city building focus on the need to grasp the marketing, promotion process in the future.
Two, product
(a) project introduction
Shanghai International Automobile City building is intelligent to office based integrated building, both banks, restaurants and business functions, to meet the needs of corporate headquarters and offices set up Auto City in early development of automobile and spare parts supporting enterprise needs.
The building is located in the core zone. West to East South Moyu Road, public access, to the north of the road, South to the pedestrian street. 1km from the Shanghai Nanjing Expressway, transportation is convenient.
Building land area of about 6587 square meters, a total construction area of about 32125 square meters, of which: 26749 square meters on the ground, the ground floor of 5376 square meters. The total height of 98 meters.
W         Building environment
The building is close to the south to leisure square greening of more than 5000 square meters, the square with a layer of underground parking, can accommodate more than 300 vehicles. East to the well-known automobile manufacturer and distributor of automobile 4S stores.
In the building, the South and East are under construction in the Auto Expo Park, Anting new town and golf course, the environment is very beautiful, is one of the best car in the position of the landscape.
W         Architectural design
This building for intelligent building high-grade, the main function for the business office, both banks, restaurants and business functions. A total construction area of 32125 square meters, 23 on the ground floor, ground floor, building area of 5376 square meters basement, as the equipment room and garage, a total of about ninety parking spaces.
One to three layers of the building podium, construction area of about 4855 square meters, a layer of main bank; two or three layer mainly for catering. Sharing three storey Hall South flow of the fundus square and the surrounding environment view, has good visual effect. The internal space by cleverly interspersed stairs and empty corridor, the actual changes of the wall, the introduction of flexible contrast material, top light, create extremely rich spatial effect. In the light of the various landscape elements into it, so in the hustle and bustle of the city in the busy people here can get a soul and nature of the exchange and dialogue, fully embodies the design concept of a "people-oriented".
The four layer to the twenty-three layer to the main building, construction area of about 22000 square meters. Engine room floor area of 400 square meters. Considering the function of use, the size of each layer, the area of 1000 square meters in control. Core barrel in the middle, in the supply of office space at the same time to ensure the comfort and reasonable use of space.
W         Building facade design space modeling
Mark: through the surrounding environment, land analysis, the main building to take eight shape as the basis for change, is conducive to the formation of varied and uniform size, meet from different angle of view. The unfolding curves vertically up the towering tall and straight shape and, at the same time to highlight the landmark itself. North and south sides symmetrically gradually rising, close to the end of the high tube, formed on the surface of slightly undulating top office district skyline extension, change people originally of office building, the lack of rigid impression of change. Change facade and internal space transparent together constitute a vivid picture of the square.
W         Building equipment
OTIS (Otis Elevator) 6: speed of 3m/s, load 1350Kg
The French CIAT (CIAT) ice storage central air conditioning equipment
Shanghai General Electric (GE) variable power distribution system
Provide 2000 telephone line, broadband and wireless internet access
The main economic indicators:
Land area of 6589.5M2 volume rate of 4
The total construction area of 32125M2, building density 33%
Of which: 31.5% 26749M2 rate of green land
　　 Underground 5376M2 concentrated green 10%
Restaurant business area of 4855M2 underground parking spaces 90
Office area of 21894M2 building height 98M
   (two) SWOT analysis
S (analysis) mining -- product selling points
1, the landmark advantage
W         The special geographical position to create regional landmark
Regional center city car building located at the west gate of Shanghai significant position, car city core area, CBD area the Shanghai international automobile city. From the Shanghai Nanjing Expressway after will see this case.
W         As the ideal sailing, as the target speed, the symbolic meaning of personality elevation
This product belongs to the modernist architectural style. Clearly structured lines and glass materials for the use of color with the Bauhaus style. Design of car styling elements from many, such as aerodynamic streamline shape, far view of the entire building, like a standing car; at the same time in the general layout, combination of cyclotron design, podium and pool two blocks a false one, hold the elliptic main floor, as if one is the rapid rotation, rolling wheels, with spiral podium and shape and the top of the building to showcase, strengthen the automobile city building integrity and unity. Last, in the use of wall materials of glass curtain wall, aluminum usage is also reminiscent of the modern traffic tools smooth shiny shell, the general line elevation is unified, also make full use of glass optical principle of reflection and refraction; emphasized gradually transparent appearance in the construction of the main building at the top of upper, seemingly hidden into the air, and at the same time feel the tall building, in stark contrast with the surrounding buildings, more highlights the design of the new in order to be different.
From the side and look, the whole building is ideal for the voyage sails. Reflect the "people-oriented" design concept and auto city movement and the trend, Xin'an pavilion are blooming and the pursuit of. Building the builder will outstanding ideas into its monomer design, will become high-tech intelligent office building a house reflect the spirit of the people. And give the building a "vitality" in which, people feel the Yangfeng voyage, the world without end, this point exactly in line with the spirit of the Xin'an Pavilion, and reflects the strong momentum of the Shanghai International Automobile City unremitting pursuit, the vigorous development of the.
2, matching advantage
W         Linkage "big Shanghai" era context -- the perfect city traffic network and inter city traffic network
Road traffic network arranged in a crisscross pattern is the precondition of development and protection. From the planning graph can be seen in the number of major roads have vertical and horizontal distribution case around. The South Building 1KM is the Shanghai Nanjing Expressway exit of Shanghai international automobile city. A plurality of city roads: Baoan highway, Cao An highway, Shanghai Jiading expressway, Shanghai Nanjing high-speed, high-speed Ka, with the road leading to the outskirts of the city, convenient Shanghai city in all directions, contact with the main city and satellite city. On the West Moyu road is the important context of Xin'an pavilion. The rail transportation planning R3 line will be connected with the urban area.
W         The scenery is everywhere -- 360. The whole landscape of new office concept
In Shanghai, change rapidly growing economic development of Shanghai, the top 500 in the world has entered the 218 strong Shanghai, enterprise requirements for office space is not just limited to the hardware facilities, more is the pursuit of the ideal, comfortable office environment. On this basis, the southeastern flank is large car park and golf course, standing inside the building, look out to cover all at one glance; building north of a test track and rivers; building to the west is planning in the urban service area, will be the cloud point is located on the south side of the business; the building is in accordance with the the German style design with the planning area of 5 square kilometers of Anting new town, the Shanghai International Automobile City Town Center very exotic and tourism ornamental. So the landscape in the Shanghai office market is a unique.
3, the population development -- to the vane of industry
As everyone knows whether industrial real estate or commercial real estate development of population and the guide has a vital role. From the commercial area and the ratio of per capita demand can calculate the effective demand for commercial property, industrial real estate development trend can be predicted from the industrial population distribution and quantity. Therefore, population development is a mirror of real estate development, it can be found that the future of real estate demand, even on the side reaction of the rise and fall of real estate. Anting area of this project is belong to the city nine town of satellite city, has a population of a strong guidance.
In 4, differentiated competitive advantage
Differential competition could push us towards a new height. From now on homogeneous products within the area of comparative analysis, and the project can be in hardware and technology of homogeneous products almost No. But the need to pay attention to is, now the homogeneity product does not exist is only a temporary phenomenon, as far as we know there are several project has recently started. Therefore appropriate to consider accelerating the pace of the project schedule, as far as possible to avoid the homogenization of competition.
Because of the market reaction, the product technology and the timber is the stage of promotion core competitive advantage, the opponent cannot transcend within a certain period of time. Therefore, in the promotion can be amplified. We will call the "local function amplification" promotion strategy.
5, "energy saving, environmental protection, efficient allocation of resources" -- the six words
The products in the hardware, both the current high-tech energy-saving design of ice cool storage central air-conditioning or for the society, the development of science and technology the reserved pipeline equipment or ultra specification design 3M/S import OTIS elevator and so on, are everywhere reflect these six words.
W (disadvantages) -- to know, first of all to know yourself, recognize their own weaknesses to avoid weaknesses
1, the two sides "blank page"
On a blank sheet of paper, because the risk without reference to any of the standard products into the market to increase, while the other side is not homogeneous product competition to become the market leader. So here location report and the preliminary market analysis is very important.
As the car city overall planning and construction started late, and in recent years the government has been taking the road traffic network and provide supporting facilities for the construction of key, the current car city within the scope of a large number of land in the midst of the planning and early construction, many have begun to project is just at the initial stage, has not yet revealed the scale. Auto city buildings around the pedestrian street, park, Automobile City Exhibition Park with the case at the same stage, the market is not mature enough; especially the large area of the industrial park is still in the planning, without a certain number of enterprises entering will directly affect on the scale effect of businesses and investors.
2, a room rate is low Apartment layout is not reasonable
Compared with other homogeneous office, automobile city building about 55% of the room rate slightly lower. Although the building each layer of the construction area are not the same, a room rate will be fluctuations, but the difference is not too large. In the process of market research we found, most with 4 or more elevators, architectural design as the center tube structure office building basic housing rate of about 70%, thus the product in a room rate at a distinct disadvantage.
The building itself Fangxing structure is also at a disadvantage, as a post too much, and are not close to the wall, so that the space is reduced; moreover, influenced by the facade, the Fangxing not neat, north to the diameter of 8.2 meters deep, and landscape better East, West, South to the size in the range of 5.7 ~ 7 meters deep usually, similar office inside diameter deep to reach 7.5 meters, the overall layout of the office area will have the influence. All of these will be small area divided floors of the difficulties, and may result in lower room rate.
3, regional rent levels are low
Reflect the market investigation, based on the case, in the surrounding office buildings rent is not ideal, even if the new building at the end of the year put into use virtues, the rent levels location may not be more than 2 yuan / day * square meters, while the housing rent existing old town office in 1 ~ 2 yuan / day * square meters, and including property management fees. There are two reasons for this: first, accept the market itself all the conditions not enough large volume of high-grade office building in the city, while the existing office space (mainly concentrated in the old town area), including the use of hotel rooms renovation business real hardware condition is poor, and no commercial property management concept; on the other hand promotion, product positioning deviation or promotion are insufficient. And the rent situation within a region will directly influence the pricing.
4, the lack of popularity of commercial atmosphere transfer to the old town
Because the new town area is still in the development stage, around the old town area sentiment obviously inadequate, the original office property is also more concentrated in the old town area, including the construction in an Tinggang laid the foundation stone of the five high standard office buildings are located in the "old town" area, and is located in the new town area office building will also for a long time, so the short term business atmosphere to the old town migration.
5, the lack of tax preferential policy
Early and other economic development zone by the tax preferential policies to attract customers for business, there are no specific Shanghai International Automobile City of preferential policies, while the Anting area preferential policies also need to determine the units respectively with the Taxation Bureau in consultation. In the video without unified external clear "investment" preferential policies, will cause difficulties to attract customers in.
O (opportunity analysis) -- potential mining more
1, the professional market segments -- the development trend of the future
The constant breakdown of the market which is reflected not only in the service industry, so is the development of the office market. The Beijing office classified building has begun to take shape, but most of the factors leading to refine, is a natural classification from the settled enterprises. And this kind of detailed classification to get larger market interest. In Shanghai is specialized, detailed classification office buildings has already started, the project area is taking the automobile industry as the leading pillar industry. Therefore, detailed professional classification of this project in the target object has a strong trend characteristic.
2, the regional market development prospects
The dual background of the project area is the automobile industry and the satellite city. In order to obtain the industry scale effect, for the majority of automotive service industry and automobile industry itself will gradually move closer to the region, to form a powerful scale, to win greater market, the opportunities in the region is now at the stage of development has been very obvious.
3, the national policy guidance
The four big pillar industry distribution in Shanghai: South to north to the Baoshan Jinshan petrochemical, iron and steel industry, east to the Zhangjiang hi tech industry, the region (West) integrated automobile industry has a clear policy direction, the government in order to encourage the guide pillar industry clear and centralized, but will strengthen the relevant municipal matching spare no effort the (such as traffic network) and there will be some preferential policies. But it is worth noting that the government with the development of market China, may be to use administrative means is substantially reduced.
But 2, 3 of the two opportunities will be more reflected in the long term, the "opportunity" into "advantages" will need a process.

T (hazard analysis) -- we know yourself as well as the enemy
1, the market can not be expected
The Shanghai International Automobile City to auto and auto related industries as its pillar industry, this case as one of the facilities of International Automobile City, will be influenced by the automobile industry, the rise and fall of the automobile industry will directly affect the success or failure of the case.
2, the threat of competitors
The case will be to rent as the main investment mode, because this will be a long-term market behavior, so the competitor analysis should not only consider the current, also should consider the future.
At present the competition: through a large number of market research, we found that there are three main current in the case of competition: Zhongshan Road, Wuning road surrounding range has been built office building; building international business of Jiangsu province Kunshan Huaqiao landmark in Jiading area; built commercial building and Automotive Building is not far away from the construction of the project -- Sande building (will be delivered by the end of 2004). Jiangsu province is expected to international business building as the target customers and the case is completely different, will not cause too much threat to our. While the other two kinds of competitors, its low rental prices or good traffic and supporting is bound to attract a lot of customers, we must adhere to the "competition" marketing strategy, seize market, reduce its effect on the case.
Future competitors: it is understood, in June this year after 28 5 office projects have laid the foundation stone construction, the total supply is expected in 175000 square meters, positioning is the business, leisure, entertainment as one integrated modern business building, building standards, facilities are good, the first half of 2006 is expected to put into use can be found in the.
(three) the case surrounding the main competition case analysis
Sande building
The building is located in Moyu Road, Cao An Road, 300 meters away from the Automotive Building, three from Singapore, Dexing construction group. Pure office building 15 on the ground floor. The total construction area of 17933.2M2, including the underground area 2573.2M2, standard layer is 3.5 meters tall. The building adopts a plate frame structure, a room rate above 75%.
Around the building with convenient transportation, living facilities is perfect, the West now space belong to the three group of Dexing, supporting the hotel and Sande building will start the construction of a new five star in 2005.
The three Dexing group in the past mainly engaged in building materials production, in recent years the transition to emphasize the development of tourism, in terms of office property development experience is obviously insufficient, the building will be delivered at the end of the year, has not yet organized professional marketing team, did not try to contact the sales agent company and professional advertising company advertising, sales strategy as "passive mode passenger door". Building 1 to 3 layers for the podium, its purpose is not clear; the top three floors of three Dexing group in the establishment of the headquarters of the group; the remaining floors with considering the rental for office. Due to the property holding to an earlier time, the construction of low standard, the total cost of about 45000000 yuan (average cost price only 2600 yuan /M2), far below our automobile city building, so its price is set only: the rent is 2 yuan /M2* days; price 6000 ~ 10000 yuan /M2, the price will have a big impact on we.

Zhongshan Road, Wuning along the road
Due to the commercial buildings with the case only 30 minutes by car from downtown, and close, supporting mature is bound to cause the source of the closure to us, so as the focus of this research, we conducted a thorough investigation of the specific data, as follows:
Project name Asian business wisdom Plaza building material Trade Center
More Site No. 19 Wuning Road, Changshou Road No. 831 near Wuning road Zhongshan North Road, Wuning Road
Standard Quasi 4A6A90 completed
Floor Layer 22 layer 35 layer 28 layer
Rent Gold 2.3 yuan /M2* day 2.8 yuan /M2* day 4.5 yuan /M2* day
Matter Tube 15 yuan /M2* month 20 yuan /M2* month included in the rent
Car rental 800 yuan / month 800 yuan / month 400 yuan / month (ground)
High quality, low rent is noble not expensive.
Three, position papers
(a) market positioning
More than 32000 M2 to the automotive industry and related industries as the leading object of high-grade, intelligent, with foreign standards both landmark potential landscape comprehensive office building.
To make a long story short, four core competitive advantages, the products: Automobile and related industries as the leading professional; has become a landmark potential landscape superiority; high quality. The core content of the above four aspects are also in the process of product promotion to publicity.
(two) and customer orientation
Explain.
In the "Shanghai International Automobile City Marketing Report", the unique geographical location, the project's area of supporting industries and the project itself, the advantage of soft hardware condition, we have identified:
Our target customers to auto and auto related industries, enterprises and institutions.
Of course, Shanghai International Automobile City is a comprehensive automobile industry base, so in this story of the automobile industry should be a concept of "big car".
1, analysis of Market Research
In order to improve the accuracy and authenticity of customer orientation, our project team around the early market positioning for a month in market research, in order to find the reference from the current market.
Objective: in order to more accurately find the real, effective target customers
Survey: market investigation, telephone questionnaire, expert interviews DS
Research process: our main research groups of customers are as follows
A, automobile trade company (including spare parts trade, automobile trade, second-hand car trading, electronic commerce etc.)
Because the Anting away from the urban area, in the urban population will require vehicle for the means of transport, including the planning 5KM2 Anting new town, the price does not poor decisions in the residential population is most will become car owners, including automotive industry positioning of Anting is bound to attract a lot of urban purchase a car race. Therefore, the unit will not give up such an attractive market, is bound to have settled in the city car.
Then this part of the customer in which customers will become the object of the lease?
Spare parts trade:
Because of the special geographic location of this case, the development of Shanghai Volkswagen and many automobile accessory industry will make numerous accessories trading company like a flock of ducks, set up offices in the Automotive Building would become possible. We made a special trip to visit the set, with the car city popularity as immature in Minhang District Yindu road Shanghai Chunshen Automotive Auto Trade City, according to the responsible person introduced to us, in the current market, auto companies rarely, and because the office staff at the early stage of general steam distributing company needed Co., usually the office space in the sales market is enough, the short term is unlikely to find another office building. From that because the market is not mature chance they settled in the office building of the short term, they will become the long term target customers of this case.
Automobile trade:
We understand that at present the case surrounding the construction of 4S brand automobile 22 stores, and in 2004 will be the end of all the investment business, according to Wang Biao, director of Shanghai Automotive Industry Association introduced to us, the general automobile agent, sales company as office staff in addition to the sales staff of other general less, its office space in sales office. Only a few international brands imported automobile Proxy Companies (such as 3B), to establish sales company headquarters, the company image and staffing is complete, there will be rental requirements of high-grade office buildings, but many will choose in the downtown area, so the automobile trade company will not become the target customers.
The used car trade:
As the market of second-hand car second-hand car trading center for a period in the first half of 2003 into operation, construction area of 27243M2, set the auction transaction, integrated trade, vehicle display, detection, evaluation in a body, perfect function, operating second-hand car trading unit without the need to find another office space in the current environment.
Electronic Business Company:
Modern social achievement another effective way of automobile trade -- electronic commerce. But because electronic Business Company for geographical location, not business environment and other objective factors have high requirements, because of their operations, trading platform will be mainly on the internet. In the city the current condition, because the distance too far, staff, traffic problems will be highlighted. Therefore, in the short term they for in office building will not have too high interest.
To sum up, trade companies will not be the case in the near future to target customers.
B, for the automotive industry service enterprises
Includes a portal service, car finance and insurance services, information services, leasing services, training services, service etc..
These companies and car sales company linked with each other, complement each other, as a supporting unit of the automobile industry, in the building should occupy a large share of the.
This kind of client is the service of the company, and belongs to the service in the other third industries more follow-up industry chain, in addition to auto finance company, because the surrounding 4S shop second-hand car trading market construction and operation, to advance to seize the city car market share of this field has a certain sense of urgency and. At the same time, because the automobile finance insurance companies usually on the office building of the demand is higher, and as the region's only high-grade office buildings, strong coupled with the geographical advantage, the case will be competing for the goal they. In the construction process of this case, has the company calls or visits to purchase enthusiasm, they exhibit provides factual basis for us to judge the market.
Further mature and other related enterprises will wait for the automobile city, the upstream industry consider will be in the car city formed into long-term customers, they will become the important.
C related enterprises, tourism industry
The six functions of Shanghai International Automobile City in the automobile culture tourism is an important part of it. Anting has China is currently the largest modern car production bases; follow the German style design with the planning area of 5 square kilometers of the Anting new town; International Automobile Club covers an area of 86000 M2 in the construction of the street; covers an area of 1150 acres of the Auto Expo Park; F-1 events rich car Tourism resources. And tourism related business units will come in a throng.
So at the initial stage of customer orientation of the building, we thought they will become our focus to target customers.
But in the process of investigation, we found that due to the current in F 1 games have been built using, and will hold the Chinese first F 1 contest in September this year, other projects are under construction, to be built using to also need some time to gather tourism, so the peripheral tourism companies rarely, only in Moyu road found still in the preparatory stage of the Shanghai International Automobile City Tourism Development Co., ltd.. In conversations with them we know for tourism companies in general is very difficult to have the strength for high-grade commercial building for office, and big companies on the Anting market to further mature still need to wait for the market.
But the Shanghai International Automobile City Tourism Development Co., Ltd. due to their current office space are temporary in nature and will soon dismantled, show considerable interest in the case. (we will in the following chapter for further discussion.)
Conclusion: in the short term tourism companies likely to become our target customers will be very small, effective in attracting their will as the automobile city tourism maturity and.
D, financial institutions and government departments
Automobile city building as a landmark, has great influence in the motor city, in the planning of the business status determines the surrounding area will become a densely populated area, as a financial institution in this entry will be reflected in the strength, will also bring great profits for its.
In addition as the government, especially leading organization of automobile city and automobile industry organizations, in order to facilitate the enterprise services, there will be stationed in a part of the functional departments.
And these customers will have on other units formed in a certain attraction. The information shows that: at present, some banks and other financial institutions have expressed in requirements.
But Wang Biao director with "Shanghai Automobile Engineering Society" land was the Secretary General and the "Shanghai Automobile Industry Association" to understand, because the association mechanism they faced and service is the whole of Shanghai (now in addition to serve the public and to provide services for Shanghai GM), Office Area they will need in the city than in the center position, so it will not likely be moved its headquarters to the motor city office, but may consider the establishment of this division, but it will be a long-term plan, the short term can not be achieved.
Conclusion: we can get financial institutions be settled down, the car city leading group will see their funding and we can provide preferential and.
E, in the whole vehicle processing and auto parts accessories processing Multi-National Corporation, Sino foreign joint ventures, wholly foreign-owned enterprises
In the "Shanghai International Automobile City Marketing Report" draft set target customers, we had to take into account the characteristics of the manufacturing industry, the business office will be more in the plant area, so only a small share of the estimation of such customers in the building.
However, through the in-depth research, the fact is not such as imagination we initially we found. Director Wang Engineering Society of the Secretary General and the continental association are pointed out according to the early formation of Automotive Building the iconic image of the regional market atmosphere, the main target customers is the famous domestic joint venture vehicle plant and office in shanghai.
In Shanghai Volkswagen Co.Ltd's Chen Mingwei should know also confirmed this view -- Shanghai Volkswagen has stronger office rental demand, to facilitate the work, non production departments currently have more rented area in outside the factory, and the masses factory originally planned construction of a commercial office buildings in the plant for these departments use, due to various reasons aside, therefore need to lease high-grade commercial office building, and demand may be higher (more than half the building area), so the other party proposed by the government to coordinate the matter a good.
Auto parts processing enterprises, they have set up offices in Anting to carry out business for customers mainly is because of Shanghai Volkswagen, Shanghai Volkswagen in the early 80's and set up factories, has been more than 20 years, belong to mature the internationalization of large enterprises, for their fixed-point processing auto parts production enterprises are relatively stable, the majority of these enterprises also in the mass surrounding factory built their own production plant, the business office demand will not be too much.
But in the process of investigation we also found some large-scale production enterprises (such as the Delphi) but also in the external loan business building office phenomenon, so for this kind of large-scale professional auto parts company, we also can make appropriate efforts.
F, other enterprises
During my visit to the Shanghai International Automobile City Tourism Development Co. Ltd., we found in Moyu Road, the existing office Caoan Road to Zepu road segments within the housing will be taken, this raises us two questions: first, some now in lease office building, the office building it is to be the demolition of category of the company; second, whether it can be for other "enterprises, automobile city" title in the Automotive Building? We also visited the car city talent exchange center, the same, they also show some interest, but the exchange center director Wu introduced, similar to these units for the office needs to coordinate with relevant government.
In addition, inside 40 2 Shanghai International Automobile City Parts Industrial Park has begun to attract foreign investment, because these parts production enterprises in the planning and construction stages usually need to rent the zero location, usually for a period of six months to one year, the actual demand the use of an area of 50 ~ 100M2/ sets, we can make use of this opportunity, divided a small area of office interval small rolling rental, and for these short-term tenants, the rent is usually higher.

2, analysis of customer orientation
According to the survey, customers of our:

In the auto industry are more powerful, has a certain influence on Enterprises
For the automotive industry service financial insurance car loan service companies and government departments

Customer segmentation is as follows:
The short-term target customers
Ø       Car city leading unit
Ø       The bank, security, insurance and other financial institutions
Ø       In the whole process of the well-known enterprises
Ø       Other "Automobile City" title company
Ø       Supporting large-scale production enterprises
Ø       Temporary short-term tenants
The long-term target customers
Ø       Automobile service company
Ø       Spare parts trading company
Ø       Tourism industry company

(three) the price positioning
Price we will build on market positioning, the positioning clients and surrounding region and other than on the basis of the development zone and other economic calculation.
Calculating basis
Region surrounding the case because of competition: Anting business office building started late, at present can be less than the competition case, pure office building only in building this year put into use virtues, according to understand its rental prices will be set to less than 2 yuan / m2 * days, price 6000 ~ 10000 yuan / square meters, in this case consider are obviously better than the Sande building from the software and hardware conditions, this should be taken into account in the design will be slightly higher than its price. Only 30 minutes by car from Anting is likely to be the average rent closure urban customers Wuning Road, along the Zhongshan Road office for the 2.8 ~ 3.5 yuan / m2 * days, because of its high construction standards (including wisdom Plaza is the 6A level), geographical conditions and infrastructure is better than us, decided the case currently rent compared with the low setting.
The city's other economic development zone: We collected the other nine economic development zone, according to the price difference will be divided into high, medium, low gear. These high-grade such as Hongqiao, Lujiazui rent per square metre per day in the range of 0.4 ~ 1.5 dollars; medium such as Jinqiao Caohejing, rent per square metre per day in the range of 1.5 ~ 2.2 yuan; low as Waigaoqiao rent per square metre in the range of 1 ~ 1.5 yuan / day. Considering the scale and grade, transportation, facilities, the rent price should be positioning should be on par with mid-range development zone.
Thus the rental price is set at 2 ~ 2.40 yuan / m2 * day (fold 2.20 yuan / m2 * days)
According to the real estate investment rate of return method to calculate the rental rate of return analysis formula and the current office market average investment rate of return of about 4% ~ 6% (5%) reasonable price projections for building the:
The investment rate of return = (month rent and property management fees) × 12/ housing unit
So the price is: (66-10) * 12/5% = 13440 yuan / square meters
Considering the development trend and Prospect of this area, sales price set at 15000 yuan / square meters.

Four, financial analysis
Video analysis
Comprehensive analysis of the above pricing,
The office of the housing rental, sale area: 22573m2
Shop rental, sale area: 3764M2
Total building area: 26337m2
Its own funds: 6 ten million yuan
Bank loans: 140000000 yuan
Bank loan interest is calculated by 6.6%: (taking into account the future bank interest rate)
Management fee: only for the rental of office space and shops.
Management fee: 1200000 yuan of base    2006 at 60%    2007 at 70%
2008 at 80%    2009 at 90%
2010 at 100%   In 2011 and after several years an average annual increase of 3%
Insurance: according to the 150000 year plan to take
Business tax on business income calculation: 5.5%
Property management fee income: according to the property company estimates on the basis of the report
Property tax: for offices, shops rent income according to 12% ideas
Sales fee: according to the 2% plan to take
Depreciation and amortisation: only for the rental of office of the housing, commercial housing provision.
The annual rent is calculated for 360 days
A hypothetical situation: all the rental
The office of the housing rent amount to 2.2 yuan per square metre per day; commercial housing rent amount to 4 yuan per square metre per day; parking spaces rent amount to 400 yuan / month (after deducting the property management fee); the rent increase every three years since 2016 no longer growth increment
Because of the rental rate is a coefficient of variation, so that the first year of office of the housing and rental rate of 40%, second office of the housing and rental rate of 60%, third office of the housing and rental rate of 80%, fourth Office of the housing and rental shops was 90%, fifth years and beyond if dry years office housing and shops keep rental rate 95%.
Taking into account the automobile city building underground parking spaces only 90, but the relatively high demand, so the rental prospects are more optimistic, so we expect the underground parking occupancy rate of the first year in 80%, second years to maintain in 90%, and third years later years has always been maintained at 100%.
Please refer to the detailed analysis of data (Table 4). The table 4 we can see, capital recovery period is longer, is expected to 2015 can be repaid bank loans, the internal rate of return is 3.27%, the investment profit rate is 5%, investment recovery period is 17.35 years. Therefore, if all the rental, Division I assume business risk, because the office of the housing and rental shops market on the one hand to receive the entire China economy and government macro-control policies, but also by the property surrounding a maturity level, competition risk, internal cost pressures, on the other hand.

Scenario two: rent 70%The sale of 30% (all the rental shops)
The office of the housing rent amount to 2.2 yuan per square metre per day; commercial housing rent amount to 4 yuan per square metre per day; parking spaces rent amount to 400 yuan / month (after deducting the property management fee); the rent increase every three years after 2016 is no longer increasing; growth; office of the housing price for 15000 yuan / square meters
Because of the rental rate is a coefficient of variation, so that the first year 30% office rooms all sold, office of the housing and rental rate of 40%, second office of the housing and rental rate of 60%, third office of the housing and rental rate of 80%, fourth Office of the housing and rental shops was 90%, several years of office housing and shops for fifth years and later maintain rental rate 95%.
Taking into account the automobile city building underground parking spaces only 90, but the relatively high demand, so the rental prospects are more optimistic, so we expect the underground parking occupancy rate of the first year in 80%, second years to maintain in 90%, and third years later years has always been maintained at 100%.
Please refer to the detailed analysis of data (Schedule 5) video according to a total construction area of each accounted for 70% and 30%. From table 5, we can expect seventh years (in 2012) to pay off bank loans. The internal rate of return is 7.93%, the investment profit rate is 9.84%, the investment recovery period is 11.41 years.

Scenario three: rent 50%The sale of 50% (all the rental shops)
The office of the housing rent amount to 2.2 yuan per square metre per day; commercial housing rent amount to 4 yuan per square metre per day; parking spaces rent amount to 400 yuan / month (after deducting the property management fee); the rent increase every three years after 2016 is no longer increasing; growth; office of the housing price for 15000 yuan / square meters
Because of the rental rate is a coefficient of variation, so that the first year 30% Office of the housing sale, office of the housing and rental shops was 40%, second years, 20% Office of the housing sale, office of the housing and rental shops was 60%, third years the office of the housing and rental rate of 80%, fourth Office of the housing and rental shops was 90% Office of the housing and shops, several years after fifth years and always keep the rental rate of 95%.
Taking into account the automobile city building underground parking spaces only 90, but the relatively high demand, so the rental prospects are more optimistic, so we expect the underground parking occupancy rate of the first year in 80%, second years to maintain in 90%, and third years later years has always been maintained at 100%.
Please refer to the detailed analysis of data (Schedule 6) video in combination with a total construction area of each accounted for 50%. From table 6, we can expect that after two years (in 2007) can be repaid bank loans. The internal rate of return is 12.56%, the investment profit rate is 10.38%, the investment recovery period is 7.20 years.
Conclusions and suggestions
Through the investigation and analysis of the Shanghai office market trend in the real estate and adjacent zone, we suggest that the Shanghai International Automobile City building should be located at the foreign office, the target customer group is a certain economic strength of automobile companies, automobile industry service enterprises, financial institutions, government departments.
Due to our construction of the automobile city building room rate is relatively low, about 55%. The general office of the housing of the housing rates generally 60% - 70%, some property or even reach 75%, therefore, in the sale and rental price we consider this factor, combined with the Development Zone, we visited the latest property price, and considering the automobile city future good development prospects, so the price positioning it is quite reasonable.
Through calculation and analysis, we suggest to use video integrated marketing model, is beneficial to relieve the enterprise capital operation pressure, reduce operating costs, to lay a good foundation for the development of the company. From the internal rate of return on investment, profit rate, recovery period and the future of real estate appreciation prospects consider, suggest lease ratio should be controlled between 50:50 and 70:30, money owing on the loan enterprise specific proportion and visual.


Five, marketing article
(a) the Proxy Companies in automobile city building marketing bidding situation
From the beginning of this year by the end of 6, the project team has contacted the Shanghai nine marketing Proxy Companies, the nine Proxy Companies in the office building of the marketing field has a good reputation. We also want to find a good partner, through the "brain trust", to give advice and suggestions of our automobile city building to promote the work of. That period of time in the initial contact, they also expressed strong interest, but over time, accompanied them on the case gradually thorough understanding after, have expressed a lack of confidence, and skeptical of the marketing prospect, withdraw the bidding plan. Now that the feedback from the information we get, the nine Proxy Companies at present only a willingness to continue to cooperate with our company. We were also try to seek their cooperation, as we know, is the lack of confidence on the video. The following three points: (1) the Anting market environment is not mature enough in the short term; (2) the lack of suitable for the target customers; (3) the lack of Development Zone, a suburban office building video experience. (see Table 7)
Through the Proxy Companies's consulting work, let us more aware of the project team, the marketing work can not rely mainly on "brain trust" help, but on the project team staff confidence and efforts, this also requires each personnel of the project group to prepare, to fight this tough battle.
Two.  Automobile city building marketing strategy
1, the two major directions
Summing up the success of previous office rental experience, strategies are used to attract the strength of the well-known enterprises in the campaign, in order to quickly gather popularity, forming the "point to area" effect. We chose two main direction.
(1) make full use of the function of the government predominance
The automobile city building into the government function similar to the "development zone" offices, the government management position to attract customers in. For example, we can invite Automobile City Leading Group, city car body development company, and with the international automobile city title in all business companies. Also learned from our market visits, location of such a considerable part of the company's office is not entirely by the enterprise itself of the decision, but to listen to the town government, the coordination and arrangement. If the government support and their own efforts, these enterprises into automobile city building on our future leasing and sales are very good, because it can be invisible as a selling point to attract and lead to other, more enterprises to join.
(2) the industry leading guidance
In the marketing research process, we find similar mass, Delphi, this kind of large-scale production enterprises, in addition to its own production base, the demand for office building is very large. In order to corporate image and customer convenience, such companies are generally reluctant to put the office locations in the plant, and loan in a hotel or a business building. So if there is a government led, corporate public relations efforts will be introduced into the automobile city building this kind of enterprise, not only to attract the related industrial chain enterprises of all types of service, but also can make the related supporting industries come in a throng.
2, media strategy
Select the appropriate media advertising investment, not only can improve the visibility of the building, increase sales, but also can control the budget, save the cost of marketing. Based on these two points, we propose to focus on the following four points in the media of choice:
First, radio, television should not be our choice, office building has its own specificity, in television, radio advertising, rare precedent; the mass newspapers is not selected, because the office building of the audience is not the ordinary people, and our target customers have certain limitations, must has the certain economic conditions, investment consciousness, want to integrate into the automobile city development enterprises and individuals, therefore, suggested that ordinary newspaper as auxiliary media.
Second, professional newspapers and magazines should be our first choice. The input plane advertisement in real estate, real estate, automobile and automobile related newspapers and magazines, can achieve the role of propaganda in the industry. Because the main purpose of our advertising is in the real estate, automobile workers set up a good reputation and reached a certain degree of cognition. Therefore, we recommend choosing a larger market circulation, good professional newspapers as advertising for building. Remove the mainstream newspapers and professional strong and large circulation, we can be in the local newspaper, such as automobile city daily, Anting daily news, in the local scope especially expand car within the city, be known as. Cheap, fast, flexible and is the biggest advantage of local newspapers.
Third, make full use of the user network. Release information on the Internet is the fastest way of the most convenient, and flexible approach, motor. The majority of Internet users only need to contain automobile city building information by clicking on the page, you can immediately obtain the latest and most comprehensive trend. Therefore, in the site selection, we can select a representative "International Automobile City home", such as contact with the Anting car network, building as a symbol of city building granted by the site's favor and kindness, we can in the website homepage or conspicuous places set up links, this is improve building click rate, also expanded the building effect; we suggest that the propaganda to start in October this year, our marketing plans are in full swing to advance preheat. In addition, we can also take part in mainstream real estate website, to the real estate trend of investors or potential buyers attracted.
Fourth, outdoor advertising. You can set the "gun" in Anting the main entrance to the Shanghai Nanjing Expressway, in order to attract the crowd. In Anting, assigned to the enterprise or doing business with Anting enterprises are often the highway of contact with the outside world, therefore, the placement of outdoor advertising on one hand helps enhance the visibility of the building, on the other hand also can attract travel to Anting with the intention of customer groups.
3, promotion means
In order to match the smooth promotion of various stages of marketing, we need to promote the sales field atmosphere by some external force.
(1) outdoor advertising
The fence: base along the road on both sides
External lighting outdoor billboards: Moyu Road south along the
Flag: increase the promotion of momentum, wire rod arranged on the base and roads on both sides of the street hanging
Banner: with the main sales, selling point forward or promotion. General 20 days a cycle, which hung on the main road and other potential customers concentrated area
The flag: layout to site wall or site sales offices, sales increased the scene atmosphere
The door is arranged on the flag: sales offices door, strengthen the sales momentum
(2) SP
Through the SP activity, increase the area of speculation, so as to expand the influence, promote sales.
A Held a symposium
Asked real estate professionals, government leaders of relevant departments, with the intention of investment, real estate enterprises or individuals, the community on the potential customer groups automobile city development, planning interested, in the early project prophase, arrange vehicle field trips, and welcome them as comments, suggestions. Reward for good advice.
B Invites the celebrity held a mini car racing
Because the automobile city building east test track, recommend the use of this resource, combined with warm F1 events as the motor city building, the overall packaging, speculation gathered popularity buyers.
C Integrated use of all the resources of the company
Joint industrial park, golf course, Central Park advantages, provide convenience and incentives for rental households. The industrial park of customer resources and automobile city building customer resource sharing, a Xin'an Pavilion VIP customer club, is looking for business opportunities for customers, but also for the Xin'an Pavilion for add customer channels. At the same time, we can also provide rental car city building customers for the golf course and the city car Expo Park membership card. This is the rental customers a discount, but also open, the other two projects visibility.
D Brand strategy
In the video process automobile city building in the best people to introduce some well-known enterprises or prestigious occupancy, investment or home, for this kind of enterprises or individuals can take some preferential scheme. Because they are in not only can improve the visibility of the building, and it also can be transformed into a video selling point.
E Take a discount the way
First, a one-time signed a long-term one year or 18 months or more large area rental contract customers enjoy the decoration stage treatment; second, to buy the building unit limit over a certain amount, the developer includes decoration period and parking spaces; third, according to the long-term rental customers, one-time pay rent, developers as decoration and enjoy two years of free parking. In short, the customers enjoy only loop feedback instead of cash discount. Under normal circumstances, be settled down in the building merchants early, in order to improve the sales performance in the short term, return the funds as soon as possible, a discount that is able to play a role in promoting.
F Increase in soft real added value
Highlight the "car culture in building the overall image of the packaging". In the sales offices, building on the ground floor lobby placed or printing Kanban, manuals of the origin and development of the automotive, heavy construction with a rich cultural heritage to virtually.
G Strengthening property management and the "emotion interaction"
This is just like the automobile city building "software", provide the intimate service for rental customers, only need a phone can satisfy the cleaning, security, catering and other any form of service requirements.
The sales department often keep the "emotion interaction" and the video client, should not have to handle all the formalities and cease to continue to offer new services for them, to become the investment advisers, their customers, but also to give customers a "substantial", such as the old client to introduce rental households, Division I can be certain incentives on the.
(three) the marketing promotion plan
Division 1, sales period
Sales once started, will need to go through the staging and optimization, generally speaking the whole sales process can be divided into three stages. First, preparatory, soft promotion period. The accumulation effect to use the promotion combination brings customers, gathering, gathering information in a short period of time, for the opening of preparatory work, the building unit is divided into several levels (according to the sales price and the specific needs of customers as the segmentation based on). The opening and also launched a comprehensive cost-effective, is also relatively low price and unit has a good geographical position, establish a good image of manufacturing building, word-of-mouth effect, to allow customers to understand our building of excellent quality and reasonable prices, then give the building height evaluation in psychology. Second, strong sales period. At the same time the star quality and low price, all kinds of different area unit, meet more consumption levels and customer requirements. The accumulation of the promotional period of popularity may play a role in this stage, the more desire to buy but did not implement the purchase behavior of customers in the us to give the greatest selection of space are met, so as to achieve the ultimate purpose of sales. Third, persistent, finishing period. The scattered unsold or lease unit finishing and re packaging promotion, guarantee the building unit vacancy rate fell to the lowest.
2, media and marketing combination of promotion plan
The first half of 2004, Shanghai Rental Behavior of residential and office real introduced a series of new policies. (1) the office of the housing sales since March 30th has also implemented online registration system. This indicates that the building in the pre-sale permit at the same time, the record will be ready to sell 30% of the office before sexual intercourse, including the concrete floor, unit, sale price, once decided, you can't change it, and soon to be online publicity. (2) the housing office only in "Shanghai City real estate warrants (commonly known as the" big cards), will be rental housing corresponding.
Because of the Shanghai International Automobile City building completion date for 05 years around July 31st, for the office of the housing production licence time estimation needs 3 months time, therefore calculated the Shanghai International Automobile City building open video for a period of 05 years in November 1st.
W         Pin control plan
  Considering the limitations of online publicity operation, so the sales ratio should not be too large, to 30% in the control, so as soon as oral purchase, unified online publicity. The specific plan is as follows:
1, the sale of 30%, at the end of 2005 to determine the intention to subscribe, so that by the time the centralized online publicity.
2, by the end of 2005, the need to ensure that the annex three, office building 7 layer of enterprises, and strive to the overall office occupancy rate close to 50%. In order to gather popularity, to create a good atmosphere for subsequent rental.
3, 2006, the rental property rental rate of 40%
4, 2007, the rental property rental rate of 60%
5, 2008, the rental property rental rate of 80%
6, 2009, the rental property rental rate of 90%
Several years 7, 2010 and beyond, the rental property rental rates steady at 95%
W         Promotion plan
  According to the sales control plan, we formulated the corresponding promotion plan.
A, the preparatory period (2004 10-12 months)
Execution time: 2 months
Focus: Rental promotion plan
Main task: the initial contact with the media, potential customers the preliminary inquiry, the preparation of video data.
Public communication: user network
With the Shanghai International Automobile City site, Anting city car website and various types of real estate websites Link, to find suitable for building network media.
B, soft promotion period (2005 2-10 months)
Execution time: 9 months before the video
Main task: to complete the work before the sale items, the internal subscription period, advance booking.
Public communication: spread the news release, the attention of the public interest, is mainly to enhance the overall image of the automobile city building.
The main newspapers: real estate, cars and real estate, automobile related newspapers and magazines, English newspapersAssistant: Morning News newspaper, Liberation Daily
Print media: confirm the property name, LOGO design, advertising language
Design and manufacture of name card, uniform CI system
Design and manufacture of sales Loushu
Production design specification
Design and manufacture of other printed products
Outdoor media: design and reception center
Field guide flag, wall, signage design
Billboards, banners traffic artery
Visiting signs via the site, advertising on the search box car design and manufacture of carriage
Promotion: set up the various promotional plans under different conditions, such as customer Symposium
Business cooperation: to outdoor media, as well as the brand promotion and press release
C, strong sales period (2005 October -2005 year in December)
Execution time: 3 months
Main task: wide product information
Key: advertising publicity by advertising media in this stage, arouse the attention of target customers. The main office rental and lease price advertising.
Public communication: all kinds of effective media at the same time, pay attention to evaluate the timely adjustment.
Print: print made all completed, their role as sales.
Outdoor media: Reception Center, outdoor billboards have completed, always play to attract customers, sales interpretation sale task. Outdoor guide flag, sales props as the case promptly add.
Business cooperation: in the print media right amount with SP promotional activities, sales in full swing, field sales, personnel visit, phone tracking etc..
D, strong sales period of the peak period (2006 January -2006 year in March)
Execution time: 3 months
Main task: officially sales, shaping the overall momentum products.
Advertising focus: stereo advertising campaign, to facilitate transactions, expand performance.
Public communication: professional newspaper, magazine ads, evaluate the media release effect, timely adjustment of operation.
Print media: print print media widely spread, modification, additional printing.
Outdoor media: promotional activities, making a variety of marketing tools, outdoor media advertising theme, update timely adjustment.
E, duration (2006 April and later)
Main task: to reduce the office of the housing vacancy rate.
Advertising focus: according to leasing, advertising volume decreased.
The key claim: strengthen the selling point of a comprehensive, review sales performance.
Media arrangement: the soft advertising
Loushu
Household network

Note: the above promotion time contact with the project schedule as the basis, for reference only

(four) the project group organization

Vice president in charge of
Division Manager
Project Manager
Marketing Consultant
Manager Assistant
Sales Supervisor
Business man
The interior support














Project team: 8    Lent: 1
Assistant Project Manager, manager, sales director of a person,
Service staff of four, interior support one
A marketing consultant (lending)
1, work responsibilities
Responsibilities of project manager:
1.     The case of sales management, coordination and other departments working relationship.
2.     Regularly to the Department Manager on the working situation of the case
3.     Sales progress, performance management.
4.     Sales meeting, adjust marketing strategy and system, report to department manager.
5.     The appointment, promotion, rewards and punishments initiative.
6.     Deal with emergency affairs and coordination of the individual customer relationship.
7.     Media, industry contacts and public relations.
Job manager assistant duty:
1. Field sales and attendance management, coordinate between sales center and the company contact, coordination.
2. Sales documents, price, contract management etc.. Handle customer loans, mortgage services, coordinate with banks lending process.
3. The interior management and coordination.
4. The project manager affairs associate.
5. To assist and guide the sales supervisor to complete the monthly sales task.
6. Build customer files, and responsible for all the confidential information, such as price lists, sales reports etc.
7. Urge customers, send all kinds of customers letter
8. Check daily cash daily report, statistics monthly sales and financial department.
9. After sale service, assigned by all complaints, returned to receive.
10.   And property management to implement the customer request, coordinate with customer.
Sales manager job responsibilities:
1.Field sales management.
2.Sales staff clothing, grooming, training, service attitude, emotion, such as guidance, the reception staff, workers  Keep the equipment management, site maintenance and beautiful environment.
3.     A proposal to correct, modified accrual on SP activity.
4.     Distribution of publicity materials planning and supervision.
5.     Held various regular or irregular field sales conference, and the conclusion return assistant manager, project manager, to grasp the situation, to take emergency measures.
6.     In the company within the scope authorized service personnel and customers guidance price, contract negotiation.
7.     To assist and guide the sales monthly sales tasks to complete.
8.     Help, assist in signing, contract negotiation etc..
9.     Rental contract audit have signed
10.       Processing and resolution of customer issues, foreign legal advisory contact.
11.    Detailed, correctly record business daily, is responsible for providing all kinds of form and statistics according to the provisions of the time.
Marketing Consultant (lending professionals) job responsibilities:
1.     A follow up study overall marketing planning and effect.
2.     Pin control recommendations.
3.     Report the specific month / week marketing plan to the project manager, submit the budget report.
4.     The training work.
5.     The entire marketing process guidance.
6.     And the Xin'an Pavilion business liaison.
Job duties clerk:
1) work must wear work clothes, wear badges, full of spirit, good personal hygiene.
2) clerk's work and rest time according to the unified arrangement by sales manager sales progress.
3) operations staff need to warm reception of each door customer reception, according to the order of sales order of strokes of Chinese surname, in turn to colleagues who no longer live or is busy postponed.
4) salesman should promotional materials will be issued to every sales offices house clients, and guide the customer. The whole
Body building situation, please contact, pour the tea for customers, and individual business card handed it to the customer, and then Fangxing map interpretation, two area until after the decimal point, and the sales supervisor can introduce the room number.
5) customer identification with the first reception and customer registration form to register customer shall prevail.
6) visited the model room must do visit record, confirm with people watching, visit time and the number of. Carefully the model room function and building materials etc..
7) the difficulties encountered in sales reception can not solve the problem, please help sales manager.
8) introduction to meet their unanswered questions mortgage loan process, the bank staff advisory site or ask the sales supervisor.
9) calls to customers to take the initiative and enthusiasm, language specification, for different customers to ask questions
Answer; be sure to leave a customer's name and contact information, fill in the call us to discuss the record, timely and effective tracking and follow-up telephone.
10) must be sales director allowed payment, discount range commitment to customers.
11) rental units must be issued by the housing sales supervisor recommended to customers, and to show some interest clients for forced booked, please help sales manager.
12) fill in the subscription book, the lease contract, the contract of sale, must leave behind the contact method, the full name and address customer and sales personnel, and at the same time that customers choose the room number, type, mode of payment, the sales director, confirmed after the audit, can be delivered for the corresponding amount.
13.The customer left, the reception clerk must escort to the door, and clean up debris, finishing up their reception data.
14.Is strictly prohibited in the sales offices, smoking, drinking, eating noises; and client conflict; disclosing customer purchase data; and to the customer as improper commitments.
The interior support duties:
1) archives management.
Contract (pre-sale contracts, loan contracts, contracts for the sale of the property, and management group classification preservation)
Handle customer transaction process provides a data record part (identity card, residence booklet, invoice etc.)
2) sales and serviceThen, various documents and materials; customer contracts signed minutes of finishing materials. [g1]
3) sales field logistical support Regular monthly summary sales needed supplies, cleaning supplies.
4) and trading center, bank business contacts; contract registration and apply for the relevant documents.
5) sales statistics make daily, weekly and related statements.
6) to keep abreast of the latest customer transaction process issues to provide the necessary information, the cost of inventory.
7) with the business to customer service service.
8) the customer information management, update.
9) the establishment of information use, communication confidentiality system, establish and perfect the project team, outside the company for the above data use, copy, access and way of reading.
10 above) to the assistant manager regularly report the work results and summing up the stage work in difficulty.
(five) the marketing process should be concerned with matters
1, grasp the marketing sense of rhythm
According to the sales and advertising promotion process, for each stage of effective control, to the development of persistent pursuit of long-term as principle, careful planning and adjustment of every stage of the marketing plan.
2, the rental contract format
For tenants, the property buyers in accordance with the Shanghai office rent, sell the contract standard text for rental, sale contract, the terms of the contract jointly drafted by the developers, the Property Management Company, the contract shall not arbitrarily change the terms of the format, content. At the same time, combined with the actual situation of the office building, adding supplementary terms of.
In practice, we think to the terms of the contract strictly limit is necessary, on the one hand, is responsible for the rental households, on the other hand, it can protect the interests of developers.
3, careful promises, promises
In our marketing promotion, sales personnel do not easily promise, especially not for too much, too much commitment. A light mouth may be serious hidden dangers buried.
4, only the project team personnel have the right to rent for office and customer account
In operation, the other person may be with the project team to do some promotion, but shall have no right to explain the project office, only a group of staff have the right external video, and has the right to foreign made unified explanation. Therefore, the project team will be training and rehearsal video before to all staff.
(six) the sales plan
1, Shanghai International Automobile City building pricing scheme
Office rent every day / every square metre 2 - 2.4 yuan.
Office rental price is every day / every square metre 2.2 yuan
The office building sales price: 15000 yuan / square meters
Commercial housing rent every day / every square metre 4 yuan
Commercial housing price 20000 yuan / square meters;
Office property management fees: Monthly 8 yuan per square meter.
The office of public energy costs (public lighting, central air conditioning): 10 yuan / square meters
Commercial housing property management fee per month per square metre 12 yuan
Commercial housing public energy costs (public lighting): 4 yuan / square meters
Office buildings, commercial space interior electricity: the installation of one meter, in real settlement.
Method of payment: pay a and three rental
The sale of 50000 yuan for payment, after a week of pay
Individual housing loans Shoufu Mortgage:: 50% 50%
Staging: Shoufu 80% others 20%
Company purchase: staging: Shoufu 80% others 20%
Car rental:: underground parking spaces for 500 yuan per month  (90 in total)
Note:Deduction to the Hongqiao property management of parking fees, net income of each monthly parking spaces rent for 400 yuan.
2, the proportion of rental
In order to get the better of video, in the financial analysis were measured in detail, combined with the new office of the housing rental policy, we suggest that the office of the housing 70% of the total construction area as a rental, 30% for sale, commercial housing leased rental mode is the most reasonable. According to the calculation of this ratio, internal rate of return is 7.93%, the investment profit rate is 9.84%, the investment recovery period is 11.41 years. Due to the building of its own funds to 60000000 yuan, 140000000 yuan of bank loans, so using the video method, one can reduce the pressure of the recovery of funds, reduce the financial cost, on the other hand, also can make the marketing methods more flexible.
3, standard layer segmentation scheme
Standard layer segmentation is calculated in accordance with the division of the office unit area, can be small to a small room, dozens of square meters or a big to hundreds of square meters, to meet different needs of customers; the principle is the size into account, easy to manage, to lease.
Because the automobile city building standard layer area (4 to 20) floating between 1022 -- 1145, building structure of the single difference and core barrel layout (core barrel fixed area + common corridor area of 378 square meters) caused by reduction in area, each layer of the actual use of an area of the floating in the 644 -- 767 square metres in between standard floor of office units, individual construction area should be in 130 - 1100 square metres in between. In addition, taking into account the standard layer and bearing columns (the 2 things, the north and the south 4), should be based on the segmentation section column is bounded, ensure the integrity unit interior layout.
Division office unit area may refer to the percentage of area 15%, divided into smaller units, each layer of 6-8 users, and placed at the lower floor level, 45% of the area into the middle area, each layer of 3-5 users, the rest is large area units, accounting for about 40% of households, each layer of 1-2. The benefits of doing so is in the sales process can foster strengths and circumvent weaknesses, one can weaken the room rate at the end of the inferior position, on the other hand, to meet the different levels of customer demand, to ensure the internal quality of the building.
Standard layer segmentation assumptions: 4 - 6 layer, 3 layer, standard layer are divided into small units of 130 - about 170 of the construction area; 7 - 15 layer, 9 layer, middle area unit standard layer into a building area of 200-400 square meters; 16-23 layer, a total of 8 layers for the mansion boutique floor recommendations, large area segmentation, the whole floor or a half as a unit; but the specific division, a unit floor will also according to the customer demand, the market will be adjusted and optimized further.
(seven) nodules
Project proposals, car city building marketing strategy should grasp the two main direction. Full use of one hand
The function of the government, on the other hand to automobile industry leading guidance. Should be based on real estate, automobile and other related professional newspapers and magazines in the media of choice, at the same time, the advantage of the Internet, which can not only enhance the targeted advertising, can save the cost of promotion. In the promotion of means of choice, in addition to the outdoor advertising, SP activity, we think it is important to integrate the company's resources, it can not only attract office rental households in disguise, but also for the follow-up project to provide a good platform for the display. In the promotion of periodic arrangement, the project team with the sales period, the media and the main task to do a detailed statement on the arrangements, and put forward the project organization structure. Through the Proxy Companies's consulting work, let us realize that, not rely mainly on "brain trust" help, or rely on the project team's confidence and cooperation, in order to develop a high performance team, the project team for each staff should assume corresponding responsibilities undertaken by a specified character, but also on the marketing process may encounter the problem, proposed the project group. Requirements in accordance with the positioning motor city building, according to the marketing plan, we also formulate sales plan, according to financial analysis calculation, we know that in accordance with the office of the housing 70% of the total construction area as a rental, 30% for sale, commercial housing leased rental mode is the most reasonable; at the same time, we also put forward the idea the office building segmentation scheme. With the implementation of the marketing plan, such as the case of incomplete, the project team will be timely according to the change of the market adjustment and supplement corresponding.

Six, the conclusion
The contents of the report from the macroscopic policy to the market positioning analysis; from the product description to the product; until the last marketing packaging and video promotion is the general real estate development management system the main line.
The first part of this report analyses the macro environment and the real estate development trends for the future, make forecast and Analysis on certain. The analysis of intake, vacancy rates and rents and prices as the price positioning in the third part of the economic forecast data for. All kinds of macro policy description indicates the two trend of office building market:
L         Calculated in accordance with the project progress, the first half of 2005 will be a lot of office of the housing listing, and the Anting area office 2006 will also focus on the market, by supply and demand of environmental impact, the rent will drop accordingly
L         Office type subdivision will be the future development trend of 3 -- 5 years
On the above basis, indicating that the market situation in the region, the recent real estate market similar real almost no, this kind of phenomenon also reflects two predict different aspects of conclusion:
L    First, because supply is not similar in Anting area, the market belongs to a vacuum period, may increase the products customers surrounding areas import function
L    Secondly, the formation of the first high-grade office building project and historical reasons of market of region of low rent contrast, to a certain extent, means that the risk
Thus, in 2004 ~ 2007, the case will be a challenge and opportunities of the market.
The third part and the fifth part of the marketing positioning is the key link of the whole investment project development and operation period. Product positioning decision promotion direction and sales word, is the basis for marketing decisions, "said what" questions. Marketing is the embodiment of product positioning of the image, "say what" issue "how to say".
Therefore, the five part of the contents of a simple description of the basic process of the whole project development and management. First, the second part of the contents of the premise of the project, the third, four or five part is the practical application of video promotion.
But the above is just the project early rough analysis, promotion plan accurate implementation needs to be adjusted according to the dynamic market.


Shanghai International Automobile City building project
August 28, 2004
Schedule 1
Future of area of Anting office building market

Project name project
Shanghai Shikang buildings located in the Anting Plaza on the north side, covers an area of 7 mu, total construction area of 20000 square meters, a total investment of 100000000 yuan. The 17 storey building is a raven commercial, leisure, entertainment as one of the modern business building. Expected by the end of 2005 completed and put into use.
Anting economic and trade building is located in the south of Anting citizen square, covers an area of 4597 square meters, construction area of 15369 square meters, a total investment of 100000000 yuan, the total of 16 - storey building. Is expected to be completed in June 28, 2006. After the completion of Anting's economic development will become the business center.
Anting entertainment city is located in the city car club street, with a total area of 20670 square meters planning, construction area of 45400 square meters, a total investment of 270000000 yuan, the Shanghai Paradise CORPORA-TION Ltd owned building. In 2006 June 1 recently completed. Will be built in Anting region is the largest geographical location, the best, the most versatile leisure places of. Film and television, entertainment, travel, Food, business, shopping as one of the modern multi-purpose building, there are 120 seats, four channel stereo Deluxe small film halls.
Jiazheng building located in the city car club street, with a total area of 14326 square meters planning, construction area of 38960 square meters, 24 meters high, a total investment of 210000000 yuan. In 2006 July 1 recently completed, the building will provide advanced office facilities to come to Anting investment enterprises.
And the Plaza is located in the city car club street, with the planning area of 27816 square meters, construction area of 55280 square meters, a total investment of 250000000 yuan. In 2006 September 1 recently completed. The square will be built in Anting shopping center and business center.


Schedule 2
The development trend of Chinese auto market

1, the monthly decline in sales (Sales: million vehicles year-on-year, compared to the same period; cumulative:%)
03 and 04 years respectively in February and January the Spring Festival, the two month working days than not, has not compared to.
Month  Copy     January  February  March  April  May  June
1/, production  The amount of    29.97 43.39 56.74 53.17 42.50 41.90
2/, pin  The amount of    30.41 43.01 54.26 49.79 39.62 38.01
3/, pin up    7.34 61.83 36.83 28.32 23.11  7.25
4/, cumulative YoY    ---  23.64 28.98 28.62 27.57 24.15
Both yield, or sales; whether it is sold, or sold, since March have shown to decline.
2, several cars sales almost all growth (a unit of measure.)
Cargo  In the cargo  Light Micro goods  Large passenger  The passengers  Light off  Twitter   The car
Sales volume  16.42 8.91.41.53.8.69.1.14.2.29.23.94.39.23113.20
Compared to the same period  15.66 28.62 24.75.31.33, 50.66, -1.06, 17.43,11.59 31.59
Compared with the same period of 03 years of heavy, high 13.17%; comparison goods with 03 years earlier, growth is very rapid; drop light increase 5.23% over the same period, less than 03 years; micro goods sales increase significantly, but the trend has slowed down, the 03 year of negative growth. Objective despite the negative growth of 1.06, and 03 years earlier than the decline, or narrowed; large passenger and micro - significantly growth, large passenger up to 03 year 34.28%; light passenger decline, below 03 year over year 20.78%.
The biggest car incremental sales
The first half of the year car sales 2553600, than the same period last year 2056800 increase in sales to 496800 units. One of the first half of car sales 1132000, than the same period last year of 860200 vehicles increased sales of 271800 cars.
Car sales accounted for 44.33% of total sales; market contribution of car is the highest, up to 54.17%.



Schedule 3
The development trend of Chinese auto market

1, the first half of 2004, automobile production and sales
Production of 2677100 vehicles  Growth of 27.10%
Sales of 2553600 units  Growth of 24.15%
The total output of 752400 car truck  Growth of 17.10%
            The total sales of 755600 vehicles  Growth of 23.79%
Subdivision; heavy truck production is 167200 units  Growth of 11.77%
Sales of 164200 units  Growth of 15.66%
Medium truck production of 89700 vehicles  Growth of 25.16%
Sales of 89100 units  Growth of 28.62%
A light truck production of 416200 vehicles  Growth of 25.34%
Sales of 415300 units  Growth of 24.75%
Mini truck production of 79300 vehicles  Growth of -7.70%
Sales of 86900 units  Growth of 31.33%
Passenger car total output 678600 units  Growth of 22.64%
            The total sales of 666000 vehicles  Growth of 13.63%
Subdivide the large-scale passenger car production of 11500 vehicles  Growth of 48.44%
Sales of 11400 units  Growth of 50.66%
Medium-sized passenger car production of 22700 vehicles  Growth of -5.84%
Sales of 22900 units  Growth of -1.06%
Light passenger car production of 243800 vehicles  Growth of 17.22%
Sales of 239400 units  Growth of 17.43%
Mini passenger car production of 400700 vehicles  Growth of 27.79%
Sales of 392300 units  Growth of 11.59%
Car production of 1246100 vehicles   Growth of 36.37%
Sales of 1132000 units   Growth of 31.59%
2, 1---4 month main economic indicators
January: sales revenue 446674000000 yuan   Growth of 27.92%
February: 84260000000 yuan of industrial added value   Growth of 6.76%
March: a total profit of 36190000000 yuan   Growth of 11.71%
April: the total profits and taxes 58860000000 yuan   Growth of 12.02%
In 2003 3, car ownership
1, a total of 23829300 units   Growth of 16.06%   Thousands of thousands of 18.44/ automobile
   The 12192300 privately owned vehicles  Growth of 25.83%
   Subdivide the private passenger car 8458700   Private freight car 3673500
2, Shanghai a total of 719000 units(passenger car 540300 178700 trucks)
   The private vehicles 224400, subdivide the private passenger car 221300, private 3091 trucks
In 2003 4, the economic development and people's living standards
1, the national GDP
11.69 trillion yuan  $1.3 trillions of dollars  Average per capita 1090The dollar
    2, the Engel coefficient
       46% in the rural areas   A town of 37%
    3, Shanghai's per capita income
       The total income of urban residents was 16380.2 yuan The disposable income14867.5 yuan  Growth of 12.1%  Engel coefficient of 37.2%
       The total income of rural residents was 7227.2 yuan The net income of 6653.9 yuan  Growth of 6.8%
       Engel coefficient of 35.3%  (China enterprise culture network)