據(jù)美國FOREIGN COMMERCIAL SERVICE報道：比利時汽車后市場前景廣闊，仍然需要大力開發(fā)，美國產(chǎn)品還要大批量進(jìn)入。
新聞?wù)?/STRONG>
比利時汽車后市場對美國的汽車用品制造商來說，這里是一個充滿誘惑的地方。整個比利時給美國相關(guān)公司提供了空前巨大的市場機(jī)遇。在比利時，看起來仿佛只有區(qū)區(qū)5000，000輛車子，但是相對美國市場而言，其實比利時人更認(rèn)準(zhǔn)美國品牌。所以對美國來說，供應(yīng)商們應(yīng)該更多考慮的是如何竭盡全力研發(fā)出針對歐洲市場，適合歐洲人個性和品格的產(chǎn)品。
另一方面，美國的汽車用品供應(yīng)商應(yīng)該給比利時境內(nèi)的代理商、零售商更多的技術(shù)指導(dǎo)，讓他們對所代理的品牌產(chǎn)品有更深入的認(rèn)知，比如產(chǎn)品的規(guī)格，產(chǎn)品的構(gòu)造等等。另外，需要說明的是，產(chǎn)品的銷量和運輸往往是被美國自己遏止住了，因為他們自己在其產(chǎn)品進(jìn)入比利時市場的過程中人為地設(shè)置了很多障礙，有代表性的例子就是，用一個集裝箱來運輸一個小定單的貨物，仿佛太奢侈。
市場分析
比利時GDP增長幅度為3.5%，通貨膨脹率低于1.3%。總體而言，比利時消費者對汽車用品的選擇購買數(shù)量在不斷增長，面對市場變化，他們不在乎花更多的錢去買他們需要的相關(guān)產(chǎn)品。
對汽車用品整體銷量的專門統(tǒng)計數(shù)字還沒有出來，因為很多銷售數(shù)字被囊括進(jìn)了更為廣闊的汽車配件行業(yè)，而這個東西不好界定，問題也比較復(fù)雜。另外，對“汽車用品”這個概念的理解也會隨著時代的變化而變化。據(jù)規(guī)模比較大的行業(yè)分銷商透露，現(xiàn)在比利時每年汽車用品的銷售額大致在850，000美元以上。
美國品牌在比利時有很好的口碑，但是美國產(chǎn)品在比利時的市場占有率卻很低，關(guān)鍵的問題不是需求量不足，而是供應(yīng)量不夠�？朔@個問題的最佳途徑就是在比利時、荷蘭、盧森堡三國經(jīng)濟(jì)聯(lián)盟建立生產(chǎn)基地。
相關(guān)新聞：
INTERNATIONAL COPYRIGHT, U.S. & FOREIGN COMMERCIAL SERVICE AND THE U.S.
DEPARTMENT OF STATE, 2000. ALL RIGHTS RESERVED OUTSIDE OF THE UNITED STATES.
The Belgian auto accessories market holds significant opportunities for
American companies. While five million vehicles in Belgium represent a small
market, relative to the US, it is open to American products. The most important consideration for American exporters to keep in mind in creating auto-related goods for the European market is that design must fit European specifications and style.
Consideration must also be given to the size and structure of vendors in the market. Sale volumes and freight terms often required by American suppliers create obstacles to enter the Belgian market. Typically, a full sea container load may be too big for initial orders.
A. MARKET OVERVIEW:
Belgian GDP growth is 3.5%, inflation is low at 1.3% and Belgian disposable income is up. Belgian consumers are buying more auto accessories in general,and they are spending more on the items purchased.
Statistics specific to the auto accessory market are difficult to obtain
because often the figures are rolled into the broader category of auto parts.
In addition, the definition of auto accessory changes with trends. According
to key industry vendors, the current market is estimated at more than $85
million (calculation attributes to accessories 60% of BF 6 billion/ $146.34
million auto parts and accessories after market. Exchange rate used equals 41
BF/$).
American brands have a solid reputation in Belgium, yet the market presence of American auto accessories is very low. This situation is not due to lack of demand, but rather to a lack of supply. For auto accessories produced outside of Europe, Belgian vendors are often unable to meet the minimum quantities that American suppliers require. This hurdle can be overcome by consolidating cargo for two or more consignees, for example, to a single logistics center in the Benelux.
The Belgian market for auto accessories is not only small but also fragmented; no single vendor can afford the support structure to manage adequate import processing and logistics. Vendors that contract directly for third party logistics or purchase from product agents or importers run into problems in offering competitive pricing. The following are typical mark-up percentages in the Belgian distribution structure:
A. From the agent or importer to the distributor: 22%.
B. From the distributor to the dealer or retailer: 27%.
C. From the dealer or retailer to the consumer: 45%.
Belgian consumers pay 21 % value added tax (VAT); however, VAT should not be included in export pricing calculation.
Belgian vendors welcome the opportunity to buy American products when
suppliers, at least initially, offer reduced minimums as well as CIF delivery
and pricing instead of FOB.
After-market auto accessories are distributed to consumers through a variety of channels including the following:
One large specialized chain Auto 5 - key player in the Belgian auto accessory market controlling approximately 50% of the market
Small independent auto shops
Auto dealers
Gas stations
Supermarkets
MARKET TRENDS
The Belgian car market is growing at a strong rate. According to the Belgian Federation of the Automotive Industry, new car sales increased 8.3% in 1999 to reach 489,621 units. Concurrently, 83,009 commercial vehicles were sold in 1999, posting a 13.4% rise. Households average 2-3 cars each and family members are spending more time in their cars both commuting and vacationing, an average of one to two hours a day. Car purchases by younger Belgians have increased, prompting a growth in the youth driver market.
Overwhelmingly, Belgians prefer manual transmissions, which comprise more than 90% of cars sold. Higher fuel efficiency of diesel engines and the lower cost of diesel fuel (about 30% belowgasoline prices) drive demand for diesel
engines. Diesels now represent 55% of all new cars in Belgium. As for engine
size, 85% of cars sold in Belgium have a cylinder capacity between 1.2 and 2 l.
The size of cars being purchased is diverging. Small cars remain popular;
however, larger sized mini-vans, locally called mono-space, are increasing
their appeal to families. There are a few late model U.S. vehicles on the roads in Belgium. Some current models such as the Chrysler Voyager (particularly the diesel-powered model assembled in Austria), and Jeep sell well in this market.
In some cases, professional car dealers, as well as individuals, travel to the U.S. to buy sport utility vehicles (SUV) or pick-up trucks because of their typical American look. However, those numbers are still marginal.
Typically though, the types of cars purchased in Belgium sharply contrast with those models popular in the US. For instance, while powerful pick-up trucks lead sales in the US, there are a minimal number of pick-ups of any kind in Belgium. Of the 4.5 million cars on the road in Belgium the following
illustrates the breakdown by country of origin:
European 70%*
Japanese 25%
Korean 2%
Russian 2%
American-made* 1%
Others (Czech Republic, Poland).
*Please note that American cars made in Europe are classified as European.
The top three new car models purchased on the Belgian market in 1999 are as follows:
1. Opel Astra* 24,209
2. VW Golf 22,905
3. Renault Megane 19,071
