Research On The Opportunities And Strategies Of Exporting Used-cars To Southeast Asia Market

The China used-cars export program was officially launched in the early of 2 019 after The Ministry of Commerce,the Ministry of Public Security and the General Administration of Customs jointly issued the Notice regarding supporting the export of used-cars in areas with mature conditions.Though it was considered a bit late in launch,it was later proved that the government is so decisive and also very determined in execution of this program.With the fast increasing and development of China automotive industry,bottleneck issues appear,the new car sales start slowing down in growth pace and also,the China used-car market still needs to-be-regulated.The program is of great strategic importance for both the whole country and the Chinese automotive enterprises because the used-cars export will help to improve the quality of foreign trade,will help to ease the China domestic vehicle excessed capacity,ease the pressure of huge number of increasing used-car scrapping,promote the sales of new cars in China and help the healthy circulation of the automotive industry,drive the development of related business and services in the industrial chain such as export automobile modification,export checking and inspection,certification,leasing and aftersales servicing etc.,maximize the utilization and transfer of China automotive components capacity through associated business,as well as alleviate the pressure of China environmental protection by reducing the vehicle scrapping in China.China’s used-car export business is currently facing challenges such as institutional & policy assurance are weak and to be improved,insufficient supporting infrastructure,lack of transparency and trustworthy transaction platform as well as the less competitive export pricing.However,with the continuous improvement of the supporting policies,China’s Belt and Road Initiative strategic implementation,the expanding of Free Trade Area with the surrounding countries,as well as the establishment of RCEP,Southeast Asian countries have been standout and attracted the attention of all used-car exporters because of their unique advantages in location,favorable environment politically,economically and socially.Southeast Asia is considered to be the market with great potential which China’s used-car exporters are now proactively look for market opportunities as well as trying to develop the market entering strategies and plans for their used-car business.This research has made the China used-car export as topic.It has referred to marketing and strategy making theories,concepts,methodologies well accepted bo th in China and globally,also by quoting as used-car related study results from the experts in the industry.With the help of those theories and methods basis,this paper has,firstly,updated the global used-car market situation,the key used-car export countries as well as South-east Asia used-car market overview.It has further discussed and identified the South-east Asia used-car market internal and external environments,international economic and trade situation,the geographical advantages for marketing in Southeast Asia in general.Secondly,it takes Wuling Auto as example for study,deep dived its current marketing operation in Southeast Asia,give in-depth analysis to its SWOT(Strength,Weakness,Opportunities,Threat),the Market STP(Segmenting,Targeting,Positioning),entering modes as well as the 4PS(Product Strategy,Price Strategy,Place Strategy,Promotion Strategy).Finally,it puts forward assurance measures proposals for the implementation used-car exporting to Southeast Asia for all used-cars exporters in China if they tend to develop similar plans to the region,for valued guidance and reference.