The RV market has warmed up and companies have turned from focus to action

The 11th Beijing International Auto Show fell behind. At the exhibition, the RV pavilion was highly sought after by visitors, and the number of visitors or on-site orders was the highest ever. In addition to imported brands and the Great Wall of China, the participating brands added several domestic upcoming domestic brands, such as Junqi RV, Zhongtian RV, Jinlong limousine, seahorse RV, and China-U.S. RV, etc., and the new style added nearly ten models at a time. many. The on-site booking of RVs has reached nearly 100 units, with sales exceeding 10 million, which is the highest in the calendar year.

The warming of the RV market stems from the fact that on December 1, 2009, the State Council No. 41 document officially incorporated RVs into the National Catalogue for Encouraging Industries, and so many domestic automobile products have come in succession. RVs are a kind of relatively common vehicle types in developed countries in Europe and America, and they are the product of a normalized lifestyle of family leisure tourism. For our country's consumers, it is an industry and variety that has just emerged. The number of RVs in the United States is 8 million, the family ownership rate is 9%-10%, Germany is 13 million, Japan is 1 million, and our country is less than 3,000. Let’s not discuss whether China can reach the level of developed countries in Europe and America, but one thing is certain: With the development of the national economy and the improvement of people’s living standards, the normal development of family leisure travel and the popularization of lifestyles will inevitably make the RV market More vibrant market prospects. Experts predict that China's RV market will reach more than US$10 billion by 2020.

The biggest beneficiaries of the RV market heating up are automotive manufacturers, brand owners, sellers, and automotive supplies and decorators as well as tourist destinations and tourist attraction service providers. Outdoor product manufacturers and sellers of camping equipment can also be found here. One of the big cakes in the market. Outdoor supplies are as large as there are: outdoor leisure chairs, tent camping equipment, tableware, clothing, shoes, bags and so on. Outdoor products are more inclined to family and leisure products and professional outdoor products are different and different. At present, there are only a few king camps in China that specialize in such professional markets.

Affected by market trends and national policy guidance, domestic companies such as Jiangxi Jiangling, Zhongtian, Shunlv, Wuzhou, North, and Haima have plans to launch new RVs, while camping sites include Beijing, Shandong and Yunnan. Many RV camps and car camping bases in more than a dozen provinces and cities such as Guizhou and Hainan have been completed one after another. Gradually, more and more conveniences are provided for car camping. In addition, more and more tourism departments around the country have set up special promotional activities such as camping festivals and accounts. Peng Festival, car through the race, etc., for this RV hot boost. As an outdoor industry that can share the fruits of growth, there is no action other than the king camp and some outdoor leisure furniture that can take action at the RV show.

In addition to the market amblyopia, the outdoor car show where the outdoor brand is warming up is a lack of collective strategy. There are about 400 domestic and outdoor brands. Only the king camp position is outdoor self-drive camping equipment brands and family outdoor brands. Fire-Maple locates outdoor bedding experts. You can locate outdoor picnic experts, and collectively take climbing expeditions for product positioning. In addition to the lack of collective strategy, the industry has a shortage of marketing capabilities. There is no exclusion and prejudice for climbing adventures. For those companies with good R&D capabilities and product testing capabilities, such as those with mountaineering associations, alpine research institutes, and geographical associations, develop your professional mountaineering equipment. Doing similar professional archetypes, black diamond professional brand is understandable. However, in situations where resources and capabilities are not available, it is often the case that sharpening heads is not only poorly motivated, but also the ignorance of competing strategies.

The more regions people choose in terms of a competitive strategy, the harder it is to succeed and to succeed unless you do better than others or have better resources. However, these are not available for most corporate brands. Most corporate brands see that the leaders are so imitation, so they have the market positioning of the collective unified law, which should not be positioned.

Positioning is a strategic tactical act. It is the organizational behavior that governs the long-term development of the company. It is also a necessary means for market competition to succeed. Correct and effective positioning can be effective in the effective allocation of corporate resources, in order to have the correct product development, channel organization, product price competition, effective promotional organizations. Leaving the positioning and leading all marketing organizations are blind, non-long-term, and can not achieve more effective resources. One of the positioning laws: focusing and refocusing, bringing the market, competing points, and bringing resources to the point where you can create an advantage, so that you can win the competition. Positioning Law II; difference differences and differences, in order to distinguish the advantage points from competitors, in order to better monopolize consumer minds. For SMEs whose own corporate resources are limited, they must use a smaller, narrower market to concentrate their resources, and they must first be a small king of a hilltop and then be a regional king. Then it is possible King in the big field.

Although the current RV market is not very large, many outdoor products can be replaced by other non-professionals. However, for those who are able to build their own strong position in the area that can be staking their places, they are the most vulnerable for outdoor businesses. It is perfect. From the current establishment of a strong market, there is little resistance, and there is not much investment in resources, which can create its own market position. In the long run, sharing the growth of the RV market and the family's outdoor leisure market share will be much larger than the professional outdoor share. Rather than making chicken tails as phoenix tails, instead of choosing a professional brand that nobody knows at the end of the street, it's better to do a professional outdoor field where everyone knows the RV field, and to create an outdoor leading brand for RVs.

A number of large auto companies have already made development and hopes for the RV market. North and South tourist attractions are also located in the Daxing Auto Camping Base. An RV hot and family leisure tourism is gradually emerging. It is focusing on outdoor companies that have grown and focused on opportunities. Is the brand still at ease?