The Research Of Importing Strategy Of Audi Brand FBU

With China's accession to the World Trade Organization, the policy on China's auto industry and auto trade has greatly changed. China's auto market is evolving from being protective to openness. China's market economy is enjoying steady and rapid development, the wealthy class is getting bigger, private cars are coming into families. China's auto production and sales ranked No.1 in two consecutive years around the world. Sales of import autos has grown rapidly and overtaken the growth rate of domestic brands. With the promising market opportunity, the growth is even more rapid. AUDI's traditional rivals like Benz and BMW are also growing fast in China and catching up with AUDI on domestically produced cars. In import field, AUDI is still trying to catch up, but still has a long distance from Benz and BMW. As a market leader in domestic luxury car industry, AUDI maintains its market position with unremitting efforts. AUDI's second hometown plays a vital role in its global strategy. AUDI imported autos are important in improving brand image, sales and customer satisfaction and promote the market share for domestically produced autos. Only by narrowing the gap between AUDI and other competitive brands in imported auto field can AUDI maintain or improve its leading position in China.China's luxury car market enjoys fast development and great potential. AUDI is faced with a special internal and external environment which differs from other market. In external environment, the article analyzed policy and regulation factors, economic factors and competition factors that face AUDI. On policy level, China allows and encourages the import of autos. On economic level, the stable and rapid growth of national economy ensures the high demand of imported luxury cars. On market competition level, rivals are catching up in domestically produced autos. In internal environment, AUDI has the most powerful partner in China. Its production covers from class A to D, with engine displacement from 1.4L to 6.3L. The rich product line is a guarantee for AUDI to stay ahead of its competitors. Since 2005, with new import strategy and the influence of its partner FAW Group in China, AUDI has taken the advantage of the joint venture FAW-VW's sales network. The imported AUDI autos and terminal sales have grown fast. The article analyzed AUDI's import strategy in China and put forward improvement plan. In import business partners, make full use of FAW-VW's mature sales and after-sales network. In choosing product line, based on the regulations in China, finish CCC Certification as soon as possible for mass production models, and use small volume certification as a supplement to import small volume production models. Build set-up center in import seaports to ensure the dealers will receive cars which are perfectly in line with AUDI's standard. According to the policy trend, increase the import of small displacement cars. In the four seaports which permits import in China, choose Tianjin and Huangpu as the import seaport. In international transport ways, take sea transportation as a main approach. And take air transportation in special cases to save time. Take roll/roll ship as a main approach and container as a supplement. In trade settlement, change the current L/C payment term and adopt T/T plus bank guarantee to enhance flexibility and reduce financial costs for both parties, and to enhance competitiveness and promote import for AUDI autos.