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Lecture shanghai about Brazilian motorcycle costumers
- 1. 欢迎您，请你坐下。 Welcome, please, take your seat. Bem-vindo, por favor, tome seu lugar. Bienvenue, s'il vous plaît, asseyez-vous. Bienvenido,por favor, tome asiento. Herzlichwillkommen,bitte, nehmen sie platz. Добро пожаловать, пожалуйста, возьмите свое место. أهالمقعدك تأخذ ،فضلك من ،. Benvenuto, tiprego, prendi il tuo posto.
- 9. Shareandpricepositioning ofChinesebrands in the Brazilianmarket 50ccMoped and CUB 100to 125cc CUB 125to 150cc City 125to 150cc Off- road Total share 6,5% 59% 12%18% A B C D 80% 75% 70% A B C 90% A B C D 8 5 % A B C D 7 0 % 65% 100% 1,7% 0,6% 3,2% Brand Prices Veryhard segments, first bike,a bad impression can stay forever!
- 10. RealpresenceofChinesebrandsin the Brazilian market 50ccMoped and CUB 100to 125cc CUB 125to 150cc City 125to 150cc Off- road 6,5% 59% 12%18% 100% 1,7% 0,6% 3,2% X X X X = = = = 6,5% 0,31% 0,35% 0,4% Less than 0.8% ofthe significant market
- 11. How much it costs the Chinese motorcycle most sold in Brazil?
- 12. Compositionof thefinal priceforthe Brazilian customer: FOB ≈ US$250,00 CIF ≈ US$500,00 Braziliantaxes+ freight costs + customs+domestic freight = Almost twice the price !!!
- 13. From theImporter warehouse to Dealer+ 100% = From Dealerto customer +80 % = US$ 1000,00 US$ 1800,00 Is this a cheap bike? Compositionof thefinal priceforthe Brazilian customer:
- 14. “It is not the employer who pays the wages. Employers only handle the money... It is the customer who pays the wages.” Henry Ford, Founder of Ford Motors more than 100 years ago r o m e r o a r l i n d o 2 0 1 2 Importers customer
- 16. make travel and tourism often 98% have bikes smaller than 300 cc heavy user of internet and social medias used to be loyal to a brand take care of the appearance of the
- 17. Family pictures
- 21. What are they saying about you?
- 23. Rankingof claims J3C8 C3S a l e s r a n k i n g C6 C2C7 C4C1 C5J2 J1 7,8% 0,2% 3,3% 2% 1,7% 1,3% 0,4% 0,3% 0,2% 0,1% 0,05%
- 24. The main problems 10% quality 90% services and customer care
- 25. Brazilian law 8.078 Consumer Protection Code Art. 18 § 1th 30 days to solve a problem
- 26. It takes 20 years to builda reputation and five minutes to ruin it. If you think about that, you'll dothings differently. Warren Buffett
- 27. strategic plan for development or recovery of market share motorcycle background of Local partner warrantypolicy your brand in evidence network dealers under supervision qualificationof technicians workshop manuals special tools spare parts catalog spare parts inventory painted partsunavoidable points
- 30. 谢谢 Thankyouvery much Muitoobrigado Merci beaucoup Grazie mille VielenDank большое спасибо جزيال شكرا Muchas gracias
- 31. 问答 Questions andanswers Perguntas e respostas Questions et réponses Preguntasy respuestas
Editor's Notes
- WAITING/ASKING THE HOST (CCCM REPRESENTATIVE) CAME TO THE PULPIT OR TABLE.↓
- TO STAY FROZEN AT SCREEN WHILE THE HOST WELCOME, THANKS THE AUDIENCE AND INTRODUCE CHINAMOTOR
- TO STAY FROZEN AT SCREEN WHILE YOU MAKE YOUR SPEECH AND INTRODUCE THE THEME.
- IT IS AN HONOR AND A PRIVILEGE TO BE HERE TODAY, I WANT TO THANK CCCM FOR THE INVITATION. I HOPE TO MEET YOUR EXPECTATIONS AND HELP YOU TO LEARN MORE ABOUT BRAZIL. THE FOURTH LARGEST MOTORCYCLE MARKET IN THE WORLD AND THE LARGEST INDUSTRY NEED TO KNOW BETTER EACH OTHER. THANK YOU CHINAMOTOR, BY TRUST ME AND BY THE PARTNERSHIP.
- I'M 50 YEARS OLD, WHICH 38, RIDING, WORKING AND RACING MOTORCYCLES, AND I'M STILL ALIVE, NOT BAD IN A COUNTRY LIKE BRAZIL. THIS PRESENTATION IS A SHORT SUMMARY OF MORE THAN THREE YEARS RESEARCHING ABOUT THE SHARE OF CHINESE BRANDS IN BRAZIL. SO LET'S START WORKING:
- THE QUESTION IN MY MIND WAS: WHY THEY ARE LOSING THE BRAZILIAN MARKET, IF ALL THE INFORMATION AND DATA SAY THAT THEY ARE GROWING? AT LEAST THEY ARE JUST SELLING MORE !!! LET’S TAKE A GLANCE AT THE FIGURES:
- THE BRAZILIAN WHOLESALES ARE WITH POSITIVE TREND SINCE TWO THOUSAND FIVE (2005), RECOVERED THE TWO THOUSAND EIGHT (2008) CRISIS QUICKLY... AND THIS YEAR START BETTER THAN LAST YEAR… THE TWO WHEELS FLEET ALSO IS GROWING FAST AND TODAY REPRESENT MORE THAN 27% OF THE TOTAL FLEET… IS ABOUT 1 BIKE FOR EACH 3 CARS.. AND WHERE ARE YOU? IN THE LAST 8 YEARS YOU GREW 10 TIMES. TODAY THE CHINESE BIKES HAVE OVER 10% OF THE BRAZILIAN MARKET… BUT MADE IN CHINA BIKE IS MORE ACEPTED THAN CHINESE BRAND BIKE… AND UNTIL THE END OF THE PRESENTATION YOU WILL UNDERSTAND WHY!!!.
- WHERE ARE THE CHINESE BRANDS IN TERMS OF SHARE AND… PRICE…? REMEMBER THAT FOR YEARS, THE MAIN CARACTERISTIC OF CHINESE BIKES WAS… LOW PRICE. 95% OF THE BRAZILIAN MARKET IS DIVIDED INTO 4 GROUPS… MOPEDS, CUBS, SMALL CITY BIKES AND SMALL OFF ROAD BIKES. AS YOU CAN SEE, THE BIGGEST MARKET IS HERE. ON THE MOPEDS SEGMENT YOU HAVE NO COMPETITION AND YOU DO THE REFERENCE PRICE. ON THE CUBS THE SITUATION IS VERY DIFERENT, YOU HAVE JUST 1,7 % OF THE MARKET AND YOUR PRICES ARE NEAR OF THE JAPANESE MOST SOLD. ON THE CITIES IS EVEN WORSE : 0,6 % AND 15% CHEAPER. HERE (POINTING OFF) YOU ARE NOT SO BAD, GOOD PENETRATION, AND GOOD PRICES. BUT PAY ATTENTION… YOU ARE MAKING MISTAKES IN THE MOST DANGEROUS SEGMENT… FIRST BIKE, NO EXPERIENCE A BAD IMPRESSION IS FOREVER.
- YOUR REAL PRESENCE CAN BE CALCULATED VERY EASILY… LET`S SEE ! 100% OF 6.5 MEANS… 6.5; 1,7 OF 18 IS JUST 0, 31; AND 0,35 AND 0,4. CONCLUSION: YOU HAVE LESS THAN 1% OF THE SIGNIFICANT AND PROFITABLE MARKET.
- I TALKED ABOUT PRICE, BUT I'M NOT SURE THAT EVERYONE HERE KNOWS EXACTLY HOW MUCH IT COSTS A CHINESE BIKE IN BRAZIL?
- THE CHEAPEST AND MOST SOLD, LET’S IMAGINE THAT THE IMPORTER BOUGHT FOR TWO HUNDRED FIFTEE US DOLARS (US$ 250); WITH ALL THE “BRAZILIAN COSTS” IT WILL ARRIVED THERE FOR FIVE HUNDREDS US DOLARS (US$ 500.00); THAT IS TWICE THE PRICE, UNTIL HERE NO PROFIT FOR THE BRAZILIAN PARTNER.
- ONCE THE BIKE IS ON THE IMPORTER WAREHOUSE IT WILL BE SOLD FOR THE DEALERS, AND NOW YES… GOOD PROFIT… MORE THE DOMESTIC TAXATION AND WE DOUBLED ONCE AGAIN! MORE PROFITS, MORE TAXES AND THE FINAL CUSTOMER PAYS SIX TIMES THE INITIAL PRICE. THIS MY FRIENDS… IS NOT FICTION… IS THE REALITY. I’M NOT SAYING THAT YOUR PRICE IS BAD, I’M SAYING THAT YOU NEED TO MASTER THE ENTIRE CHAIN PRICE.
- I HAVE AN IMPORTANT QUESTION FOR YOU: TO HELP US I WILL QUOTE MR. HENRY FORD, WHO SAID MORE THAN ONE HUNDRED YEARS AGO: “IT’S NOT THE IMPLOYER WHO PAYS THE WAGES. EMPLOYERS ONLY HANDLE THE MONEY.. IT IS THE CUSTOMER WHO PAYS THE WAGES” I WILL PERMIT MYSELF TO CHANGE A LITTLE AND SAY: IT’S NOT THE IMPORTER WHO PAYS THE BIKES, IMPORTERS ONLY HANDLE YHE MONEY... IS THE CUSTOMER WHO PAYS THE BIKES. MYSELF, LAST YEAR… JUST IN CASE IF SOMEONE WANT TO QUOTE ME ONE DAY…THE RECENT HISTORY OF BRAZIL IS FULL OF BAD IMPORTERS THAT ALMOST DESTROYED GREAT BRANDS.
- SO... MUCH MORE IMPORTANT THAN THE IMPORTER, ARE THE CUSTOMERS… AND WHO ARE THESE PEOPLE? WHAT THEY NEED? WHAT THEY LOVE… AND MAINLY.. WHAT THEY HATE?
- MOST OF THE BRAZILIAN BIKERS RIDING SMALL BIKES, UNTIL 300 CC, FOR US THIS IS SMALL… BY THE BRAZILIAN WEATHER, WE CAN TRAVEL ALL YEAR ROUND, AND WE DO THESE... NOT ONLY THE OLD BIG BRANDS HAVE TRUE LEGIONS OF FANS, WHO DRESS THEM, WHO DEFEND THEM, THE SMALL NEW BRANDS ALSO… INTERNET IS THE SECOND MOST IMPORTANT SOURCE OF INFORMATION, THE FIRST ARE THE SPECIALIZED MAGAZINES… FOR MOST OF THEM, THE BIKE GETS STILL IN THE GARAGE IF MISS A TURN SIGNAL OR A PLASTIC COVER.
- LET’S LOOK A TIPICAL “FAMILY PICTURES FRAMEWORK” OF A BRAZILIAN RIDER. THIS IS ME WASHING MY BIKE, THIS THE BIKE OF A FRIEND, THIS IS MY WIFE AND MY BIKE, THIS IS MY BROTHER’S BIKE, BIKE, BIKE, BIKE. YOU SEE… FOR US OUR BIKE IS ALMOST SO IMPORTANT THAN OUR FAMILY… AND MORE IMPORTANT THAN SOME RELATIVES! WE CLEAN OUR BIKES LIKE THIS… AND IF THE GARAGE IS UNSAFE OR DIRT, THE BIKE SLEEPS IN THE LIVING ROOM. YOUR CHALLENGE IS TO ATTEND THIS CUSTOMER.
- I'M NOT TALKING ABOUT GIRLFRIENDS OR WIVES WHO GO ON THE BACK… I’M TALKING ABOUT WOMEN RIDERS. THEY ARE VERY DEMANDING AND SELECTIVE… THEY CAN’T IMAGINE BEING ON THE ROAD WITH A BROKEN BIKE. I PERSONALLY DO NOT KNOW ANY WOMAN WHO HAS A CHINESE BIKE. YOU HAVE 25% OF THE MARKET TO CONQUER!
- THE MOST IMPORTANT OPINION MAKERS, ARE THE BIKE COURIERS WHO WE CALL “MOTOBOYS”… NOBODY KNOWS EXACTLY HOW MANY THEY ARE, BUT THIS IS THE “OFFICIAL FIGURES” FOR SÃO PAULO… THEY ARE HEAVY USERS AND CONSUME A HUGE AMOUNT OF SPARE PARTS… TWO THOUSANDS AND FOUR HUNDREDS (2400) CABLES… 3500 SPROCKETS… 6000 BULBS… 8000 BRAKE BANDS… 4000 TIRES… AND MUCH MORE… NEVER, NEVER SAY: WE DON’T HAVE SPARE PARTS!.. .IF THEY CONDEMN A BRAND, IT IS BEST GO AWAY… ON THE OTHER HAND, IF THEY USE A BIKE, IS A PUBLIC CERTIFICATE OF QUALITY AND RESISTANCE.
- IN FACT, THEY ARE REALLY EASE OF PLEASING: LISTENING THE CUSTOMERS CLAIMS TO UNDERSTAND NOT ONLY TO RESPOND… CREATE MECHANISMS FOR APPROACH… BE FAST, THE PERCEPTION OF THE TIME IS NOT IN YOUR FAVOR… THE CUSTOMER DOES NOT WANT TO HEAR EXCUSES
- AND, WHAT THEY ARE SAYING? THEY ARE NOT SAYING, THEY ARE SCREAMING AND IT IS NOT GRAFTING WALLS
- THEY ARE SCREAMING IN THE MOST POPULAR MEDIA TODAY… THE INTERNET, WHERE EVERYONE CAN HEAR EVERYTHING, ALL THE TIME, ANYWHERE. WWW.RECLAMEAQUI.COM.BR IS THE MOST POPULAR BRAZILIAN WEB SITE FOR CLAIMS...TAKE A LOOK THERE AND SEE WHAT THEY ARE SAYING ABOUT YOUR BRAND!!!
- ON THE RANKING OF CLAIMS, AMONG THE 8 BEST KNOWN CHINESE BRANDS IN BRAZIL, WE HAVE 3 AT THE SAME POSITION OF THE JAPANESE BRANDS, BUT THE OTHERS ARE REALLY BAD. AND THE SITUATION HAS NOTHING TO SEE WITH A SALES VOLUME. LOOK TO THEIR POSITION… 8, 7, 2, 1, 3…
- LOOKING THE PROBLEMS CLOSER, WE HAVE GOOD AND BAD NEWS, THE GOOD NEWS IS THAT ONLY 10% OF COMPLAINTS ARE DUE TO TECHNICAL PROBLEMS… THE BAD NEWS IS THAT 90% OF THE PROBLEMS ARE DUE TO BAD SERVICES, LACK OF PARTS, LACK OF TRAINING, LACK OF SPECIAL TOOLS ... IN OTHER WORDS: THE BASICS OF AFTER SALES. THIS PICTURE, IS OF REAL CHINESE BRAND WORKSHOP THERE.... WHT TO SAY ABOUT IT?
- BUT, THERE IS NOTHING BAD THAT IT CANNOT GET WORSE… THE BRAZILIAN LAW 8078 AS KNOWN AS CONSUMER PROTECTION CODE, ON ITS ARTICLE Nº 18 FIRST PARAGRAPH SAYS: YOU HAVE 30 DAYS TO SOLVE A PROBLEM… OR REFUND DE CUSTOMER. DOT... WE DON’T HAVE TIME HERE AND NOW TO GO DEEPER ON THIS MATTER, BUT YOU, YOU MUST GO, IT’S YOUR REPUTATION THERE!!!
- WHEN THE SECOND RICHEST MAN IN THE WORLD SAID, THAT YOU CAN DESTROY YOUR REPUTATION MUCH FASTER THAN BUILDING IT, HE WAS ABSOLUTELY RIGHT. WHO HERE DOESN’T KNOW AT LEAST ONE OF THESE EXEMPLES?
- BEING PRAGMATIC I WOULD LIKE TO PROPOSE JUST 10 POINTS THAT MUST BE PRESENT IN A GOOD STRATEGIC PLAN: POINT 1 SOMEONE MUST KNOW THE BRAZILIAN MARKET. POINT 2 YOUR BRAND CANNOT BE HIDE. POINT 3 YOU NEED TO MASTER THE DEALERS. POINT 4 YOU MUST TRAINING THE TECHNICIANS. POINT 5 THE WORKSHOP MANUALS MUST BE IN PORTUGUESE. POINT 6 PEOPLE MUST HAVE AND USE THE SPECIAL TOOLS, ESPECIALLY ELECTRONIC ONES. POINT 7 TO CHOOSE A CORRECT PART THEY NEED A CATALOG, THIS IS EVIDENT!!! BUT I KNOW BRANDS THAT DON’T HAVE SPARE PARTS CATALOG. POINT 8 LARGE INVENTORIES DOES NOT MEAN GOOD INVENTORIES, I KNOW BRANDS THAT HAVE INVENTORY OF PARTS OF BIKES THAT WAS NEVER IMPORTED TO BRAZIL. POINT 9 A SIMPLE AND CHEAP COLORED PLASTIC PART COULD BECOME A NIGHTMARE FOR CUSTOMER, PLEASE USE THE INTERNATIONAL CODE OR RELEASE THE FORMULA OF THE COLORS. AND POINT 10 HAVE A WARRANTY POLICE IN ACCORDING TO BRAZILIAN MARKET PRACTICES… JUST TEN POINTS, BUT BELIEVE ME, THEY WILL MADE ALL THE DIFERENCE IN THE FUTURE!!
- AND NOW, A FAST RECAP OF THE MAIN POINTS WE SAW DURING THIS PRESENTATION: YOU ARE LOSING MARKET… AND YOU ARE LOSING A MARKET WICH IS GROWING… YOU ARE FIGHTING AMONG YOURSELVES FOR LESS THAN 1% OF THIS MARKET... THE ACTUAL FINAL PRICE IS NOT A GIFT FOR THE CUSTOMERS… WE ARE LATIN, WE ARE EMOTIONAL…NEVER FORGET THIS... WOMEN THERE, LIKE TO RIDE BIKES AND THEY ARE 25%... NOT TALKING ABOUT THE POWER OF INFLUENCE… BE FRIEND OF MOTOBOYS… BRAZILIAN CUSTOMERS ARE UNSATISFIED... THE TECHNICAL PROBLEMS ARE LOWER… PAY ATTENTION TO BRAZILIAN LAWS… HAVE ALWAYS A GOOD PLAN...
- MY FINAL MESSAGE IS: WHAT’S DONE IS DONE, YOU CANNOT CHANGE THE PAST, BUT YOU CAN START AGAIN AND MAKE A DIFFERENT ENDING. XIE XIE – THANK YOU.