2015代理商培训-市场与竞争对手精要.pptx

主要竞争对手分析李承奇2015年8月29日22016-12-14第一场第二场第三场齐威王上等马中等马下等马田忌本场胜者第一轮第二轮第一场第二场第三场齐威王上等马中等马下等马田忌本场胜者齐威王齐威王齐威王齐威王田忌田忌上等马中等马下等马下等马上等马中等马培训目的TrainingPurpose了解我们所处的市场，我们的市场定位，及我们和竞争对手相比的优势。学习竞争对手分析的方法，并进行应用。使我们的销售队伍制定正确的销售策略赢得市场。对我们公司及产品建立更强的信心。52016-12-14Confidential|@GiantKONECorporation房地产及新梯市场概况竞争对手公司介绍及订单情况价格比较产品比较-经济型产品-中端定位产品-高端定位产品-无机房产品公司和产品优劣总结目录62016-12-14Confidential|@GiantKONECorporation62016-12-14房地产市场指标六月继续显现持续的疲软–除销售面积有所增长外Mostproperty-sectorKPIsshowedweaknessinJune–exceptforpropertysales房地产销售面积已连续三个月实现增长，如果这一趋势得以延续，则对于房地产投资的拉动作用会在2~3个季度后显现。Propertysalesgrewforathirdmonthinarow.Isthiscanbesustained,theimpactonreal-estateinvestment(andcementoutputandEE)takes2-3quarterstomaterializeY-o-y%-change201220132014’13.1-6’14.1-6’15.1-6’15.Q1’15.Q2Realestateinvest.房地产投资16.2%19.8%10.5%20.3%14.1%4.6%8.5%2.3%Newconstructionarea新开工面积-7.3%13.5%-10.7%3.8%-16.4%-15.8%-18.4%-14.3%Completedarea完工面积7.3%2.0%5.9%6.3%8.1%-13.8%-8.2%-19.0%Salesarea销售面积1.8%17.3%-7.6%28.7%-6.0%3.9%-9.2%13.3%Landpurchasearea土地购置面积-19.5%8.8%-14.0%-10.4%-5.8%-33.8%-32.4%-34.8%保障房市场在2011-2012年达到顶峰，2013-2014年普通住房市场增长加速92016-12-14Confidential|@GiantKONECorporation占比NEBUN(‘000)12/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201622%19%保障房12/14/2016住宅12/14/2016商建12/14/201620%12/14/201612/14/201612/14/201612/14/201612/14/2016(Munits)(BRMB))12/14/201612/14/2016201412/14/2016投资12/14/2016完工12/14/2016新开工12/14/201682016-12-1412/14/2016Top10开发商市场份额12/14/2016Top11-100开发商市场份额12/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/2016(%)12/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/201612/14/2016Top100开发商销售增速12/14/2016全国平均增速上半年大型开发商的表现要明显好于中小开发商，这一趋势会促使房地产市场的整合加速InH1,largerdevelopersaredoingbetterthanothers.Thisisdrivingreal-estateconsolidationTop100开发商销售增长高于其它开发商Top-100developersgrewfasterthanothersTop100开发商的市场份额显著提高Topdevelop