本帖最后由 小明啊 于 2011-11-22 17:00 编辑
【中文标题】中国的下一个里程碑——二手汽车
【原文标题】China's Next Milepost: Used Cars
【登载媒体】华尔街日报
【来源地址】http://online.wsj.com/article/SB10001424052970203537304577031953145505334.html
【译 者】 小明啊
【翻译方式】 人工
【声 明】 欢迎转载，请务必注明译者和出处 bbs.m4.cn。
BEIJING—After a decade-long surge in sales that made it the world's largest new-car market, China appears ready to take its next major step: creating a modern market for used cars. Used cars currently are sold in open-air markets in China, such as this one in Qingdao last year. But big auto makers are getting into the act. China's auto industry is so new that there are few used-car businesses today and little involvement by big dealers. Buyers and sellers now meet at stadium-size, open-air markets, some with luxury-car sections.
That's about to change with used-car sales likely to reach 4.1 million vehicles this year, up 7% from last year, according to an estimate from Daimler AG's Mercedes-Benz. In response, auto makers including Daimler, Nissan Motor Co. and Volkswagen AG are racing to build used-car operations that can take trade-ins for new cars and offer dealer guarantees and services on used vehicles. One big Chinese auto retailer says it plans to increase its focus on used cars to help improve profit margins. 经过长达十年的销售狂潮，使得中国成为世界上最大的全新汽车销售市。中国现在把目光转向下一个目标;建立一个以二手车交易为主要对象的现代市场。 二手汽车普遍在中国的类似农贸市场的地方进行交易，比如说去年的青岛二手汽车交易会。但是现在汽车巨头们也开始加入了。 中国的汽车工业发展时间并不长，所以现在看来他们的二手车业务还是不多的，大的经销商也并不会过多介入这个业务领域。所以现在买家和卖家只能在一些露天体育场，农贸市场进行汽车交易。 不过，这种现状马上就要改变了，根据戴姆勒克莱斯勒奔驰公司的数据显示，二手车交易量在今年已经超过410万辆，比去年同期上涨7%。 作为回应，汽车制造商如戴姆勒，日产，大众等建立了二手车的相关业务操作，比如可将二手车折价购买新车，为其提供保证和服务，还建立了二手车的经销机制。中国一家大型汽车制造商表示，他们计划未来将更关注二手车销售，以便提高毛利率。 The auto companies are pursuing customers like Cui Yunding, a 37-year-old sales manager in the south China industrial hub of Shenzhen. Mr. Cui recently purchased a two-year-old Nissan Livina van, his fourth used car, for 86,000 yuan, or about $13,500, roughly what he might pay for a new, midsize sedan from a Chinese auto maker like BYD Co.
"I don't trust those cars," he says of domestic brands. "If I bought one of them, I would have to fight a long line for repairs." Mr. Cui says his next car probably also will be used, perhaps Toyota Motor Corp.'s Crown luxury sedan. "This is the most cost-effective way to drive different cars I would not otherwise be able to afford."
Used cars may conjure images of brazen sales pitches and a risk of lemons, but they play an important role in global auto markets. They establish a car's residual value, juicing new-car sales and building brand loyalty, especially for luxury brands. "Ideally they buy their first car, a used Mercedes, when they are 28 or 29, and we keep them forever," says Klaus Maier, head of Mercedes-Benz unit in China.
汽车公司所跟踪的客户崔永定（音译），是在中国华南工业大城深圳工作的一名37岁的销售经理。崔先生最近新买了一辆两年的二手尼桑，86000元，折合美金13500元。这个价钱他也可以买一辆全新的国产品牌比亚迪汽车。 “我不信任那些品牌，”他指中国国产汽车。“如果我买辆国产的，我就得老去修理它。崔先生说，他下一辆车还会买二手汽车，可能会买日本丰田的皇冠。“想开不同的汽车，这是性价比最高的做法。我能负担的起。' 二手汽车交易有可能会面临虚假，不实的车况说明，但是它还是在全球汽车交易市场中发挥着巨大的作用。这充分利用了汽车的剩余价值，给新车销售带来压力，尤其是对奢侈汽车品牌而言，更好的给用户提升品牌忠诚度。 “理想上说来，如果用户在他28,29岁的时候买了他第一辆奔驰汽车，我们便会让他一直都使用奔驰品牌汽车。”奔驰在中国的总代理Klaus Maier,说道。 China's used-car sales today are less than a quarter of the 19 million new cars expected to sell in the country this year. But the number of used-car sales should soar as the new-car market in China slows and matures, industry officials say. "How we handle this as an auto maker will determine who is going to be a winner and decide who is going to survive and possibly thrive long term in China," says Hideki Kimata, a senior sales executive for Nissan's China sales arm, based in Guangzhou.
The biggest threat they pose is to China's homegrown brands, such as BYD and Zhejiang Geely Holding Group Co. Chinese consumers generally prefer foreign brands; an overwhelming majority of China's top selling cars in recent months were from global auto makers' joint ventures with Chinese car makers. One reason for that is the lack of cachet among home-grown Chinese auto makers, stemming from their "lack of competitiveness" in creating quality cars, says Dong Yang, deputy chairman of the China Association of Automobile Manufacturers. Liu Ning, a 47-year-old Beijing resident, bought a six-year-old, General Motors Co., Buick GL8 for 150,000 yuan for his small rental-car business. Mr. Liu could buy a comparable new Chinese minivan, but the "quality doesn't compare to the GL8," he says. "You have a totally different feeling when you drive the GL8. It feels like a car rather than a cargo van." 现在中国二手汽车销售额比新车的1900万销售额的四分之一还少，但是据工业方面的官员介绍，随着新车销售市场在中国的成熟和放缓，二手车交易会有一个飞速的提高。 “作为一个汽车制造商，如何处理这一问题将决定谁能成为最大的赢家，并且能够在中国的市场环境下长期生存和繁荣发展。”日产在广州的高级销售经理 Hideki Kimata说。 对这些外来品牌而言，对他们带来最大威胁的是中国的国产品牌，比如比亚迪，浙江的吉利汽车等等。当然，中国的消费者一般说来更喜欢国外品牌；上几个月在中国汽车畅销排行榜上以销售额压倒性胜利的都是一些中外合资品牌。 一个原因是，国产品牌在中国的威望不够，因为“他们缺乏竞争力”故而难以制造出优秀汽车。中国汽车制造协会的副主席杨东（音译）说道。 刘宁（音译），一个46岁的北京土著，买了一辆六年车龄的别克GL8，花了15万人民币，用来充实他的小汽车租赁公司。这个价钱，刘先生完全可以买一辆比较新的国产小三厢，但是他说，“国产车质量绝对比不上这辆别克GL8，当你开着GL8的时候，感觉和开国产车完全不一样，这开起来更像是一辆小汽车，而不是货车。” So far, Chinese auto makers say they haven't been affected. "This also cuts both ways," says Paul Lin, spokesman for Shenzhen-based BYD, which is partially owned by Warren Buffett's Berkshire Hathaway Inc. "As our cars get better, we also eat into Toyota and other global auto makers' new-car sales," Mr. Lin says. Zhejiang Geely, which also owns Volvo, has been trying to improve the overall quality of its vehicles, in part to keep its cars being cross-shopped against used cars, says spokesman Victor Yang. Moreover, in a "very status-conscious" place like China, second-hand cars don't have the same cachet as new cars, Mr. Yang says。
Auto makers are investing in infrastructure to handle used cars. Nissan has begun holding auctions on its own to buy back second-hand cars and has begun training dealers to help them properly assess the value of used cars. They then sell some of the cars profitably as "certified" vehicles, Nissan says, offering limited warranties and roadside assistance. Mercedes-Benz's Mr. Maier says the number of its dealers capable of handling used Mercedes cars should increase to 35 of the brand's network of 180 retail outlets by year's end.
In Nissan's case, all of its retail outlets in China—464 at the end of last year—now make such assessments and buy customers' used cars. Some 90 of its stores have used-car divisions, according to Mr. Kimata.
To price used cars accurately, a handful of foreign auto makers such as Nissan have begun surveying used-car prices by setting up monitoring outposts at big outdoor used-car markets sprouting up in major cities across China. Their research shows that a subcompact car from Geely or a number of other Chinese brands lost between 60% and 65% of its value after three years. 到目前为止，中国的汽车制造商说他们还没有受到影响。“这是把双刃剑，”深圳比亚迪汽车的发言人Paul Lin说道，巴菲特的投资旗舰伯克希尔-哈撒韦公司已经为这个公司投资了18亿港元。“当我们的汽车产业好转了，我们也会吃进像丰田和其他国际品牌的销售市场。”林先生说。 收购了沃尔沃的浙江吉利，其发言人Victor Yang说，他们一直试图改善其车辆的整体素质，在某种程度上，这影响了二手车交易市场的发展。在中国这样“重视身份”的地方，二手车不会具有新车所给人带来的满足感。 汽车制造商们在投资基础设施以买卖二手车辆。尼桑已经开始举办拍卖活动来买回他们自己品牌的二手汽车，并且训练专业人士评估二手汽车价值。尼桑表示，他们将会出售一些持有“证明文件”的二手车，并且会为其提供有限保证和道路救援帮助。 奔驰公司的Maier先生说，今年年底奔驰的180家销售网点会有35家开展二手车买卖业务。 尼桑在中国的所有经销商——截止去年年底有464家——现在做出销售并评估二手汽车的决策后，这些经销商有90家都建立了二手车业务部门。 为了准确为二手汽车估值，一些国外汽车制造商如尼桑已经开始在中国各大主要城市的大型户外二手车交易市场设立监测前哨以研究如何准确评估二手汽车价格。他们研究表明，像吉利这样的国产品牌汽车，在三年内其价值会跌落60%到65%。 For dealers, used cars offer a way to sustain margins. In a market like the U.S., the profitability of new-car dealers rests heavily on service, such as vehicle maintenance and repairs, and on used-car sales. Zhongsheng Group Holdings Ltd., one of the several large auto retail groups in China, has made used cars one of the company's top priorities and begun setting up used-car divisions in existing stores. The move comes as part of an effort to prepare for what Chairman Huang Yi describes as a "coming shift" in the Chinese marketplace. In the latest half, Zhongsheng stores on average generated about 90% of their revenue from new-car sales, while only about 2% from used cars, Mr. Huang says. In the U.S., an average dealer would generate slightly more than 50% of its sales from new cars, with a third or so from used cars, he says. "That's where we are headed eventually in China, as well." 对于经销商而言，二手车也为其提供了一个盈利点。在美国这样的市场，新车销售上，经销商很大的利润来自于服务，而对于二手汽车，则是维修与养护。 中国的大型汽车零售公司之一的中升集团有限控股公司，正在把二手汽车提升为公司着重发展对象，并且开始设立二手汽车部。这一行动是为他们其董事黄易（音译）所说的中国市场即将到来的转换而做的准备的一部分。 黄先生说，近半年来，中升的营业额90%还是来自于新车销售，只有2%是来自二手车业务。 黄先生说，在美国，经销商有稍高于50%的营业额是来自于新车，而二手车的份额则占三分之一左右。“这也是我们在中国的最终目标。”
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