Over the years, China's yacht industry has made considerable progress in ship type development, construction technology, product support and other aspects through the implementation of the strategy of "marketing, talent training, technological progress, and brand creation". More and more domestic yacht products have been recognized and accepted by the international market. In recent years, despite the continuous downturn in the international ship market, China's boat import and export trade has shown a trend of rapid growth. In 2011, the total import and export volume was 223 million US dollars, up 9.3% year on year; In 2012, the total import and export volume was US $498 million, up 29.4% year on year, of which the export volume was US $262 million, up 17.5% year on year.
However, with the rapid development of China's yacht industry, it also faces some problems. With the transformation and upgrading of the domestic aquatic tourism industry, the market demand for yachts is also increasing year by year. However, due to the lag of domestic financing mode innovation behind the development of the yacht industry, the amount of yachts imported through leasing trade has increased significantly. The reason is that European and American yacht construction enterprises have entered the Chinese market one after another while the overseas yacht consumption market has not fully recovered, and by adopting flexible marketing strategies, they have cooperated with international financial leasing companies to provide financing services for domestic yacht sellers, which not only satisfies the sellers' desire to play boats, but also helps them relieve the pressure of capital payment. At present, there is no such innovative financing mode in China's yacht market. The banking industry, insurance industry and financial institutions with financial strength should enhance vitality with the yacht industry to jointly promote yacht consumption. It is gratifying that the domestic financial industry has begun to study mortgage loans, credit insurance bank loans and other financing products to meet the financing needs of the yacht industry and buyers.
In terms of marketing, yacht enterprises should also carry out continuous innovation, taking seizing orders and implementing orders as the first priority. At present, the popular water leisure industry is gradually warming up, and people's yacht entertainment has begun to extend from the conventional yacht sightseeing tourism to sailing sports, leisure fishing, friends gathering, corporate business and other aspects. Therefore, yacht enterprises should not only issue yacht products with different functions according to the needs of different consumer groups, but also adopt flexible and diverse sales methods according to different consumer psychology, So that the product order can be truly implemented. In recent years, in order to expand the sales scale and let more enthusiasts enjoy the life of yachts, some domestic yacht enterprises, sellers and buyers are exploring various marketing modes such as yacht funds, capital contributions, joint purchase of ships, and leasing of boats. At the same time, in view of the current situation of poor operation of yacht terminal clubs in China, we suggest that they change the single mode of high-threshold membership, and give more consideration to providing berths for mid-end customers and carrying out operational leasing services; At the same time, it is suggested to strengthen the planning and construction of public wharves and establish the conditions for the public yacht enterprises to buy houses for yachts. As long as Chinese yacht enterprises always establish the awareness of serving the yacht buyers and innovate the marketing management mode, they can break the awkward situation of "want to play but can't afford a boat, buy a boat but can't stop".
Over the years, China's yacht industry has made considerable progress in ship type development, construction technology, product support and other aspects through the implementation of the strategy of "marketing, talent training, technological progress, and brand creation". More and more domestic yacht products have been recognized and accepted by the international market. In recent years, despite the continuous downturn in the international ship market, China's boat import and export trade has shown a trend of rapid growth. In 2011, the total import and export volume was 223 million US dollars, up 9.3% year on year; In 2012, the total import and export volume was US $498 million, up 29.4% year on year, of which the export volume was US $262 million, up 17.5% year on year.
However, with the rapid development of China's yacht industry, it also faces some problems. With the transformation and upgrading of the domestic aquatic tourism industry, the market demand for yachts is also increasing year by year. However, due to the lag of domestic financing mode innovation behind the development of the yacht industry, the amount of yachts imported through leasing trade has increased significantly. The reason is that European and American yacht construction enterprises have entered the Chinese market one after another while the overseas yacht consumption market has not fully recovered, and by adopting flexible marketing strategies, they have cooperated with international financial leasing companies to provide financing services for domestic yacht sellers, which not only satisfies the sellers' desire to play boats, but also helps them relieve the pressure of capital payment. At present, there is no such innovative financing mode in China's yacht market. The banking industry, insurance industry and financial institutions with financial strength should enhance vitality with the yacht industry to jointly promote yacht consumption. It is gratifying that the domestic financial industry has begun to study mortgage loans, credit insurance bank loans and other financing products to meet the financing needs of the yacht industry and buyers.
In terms of marketing, yacht enterprises should also carry out continuous innovation, taking seizing orders and implementing orders as the first priority. At present, the popular water leisure industry is gradually warming up, and people's yacht entertainment has begun to extend from the conventional yacht sightseeing tourism to sailing sports, leisure fishing, friends gathering, corporate business and other aspects. Therefore, yacht enterprises should not only issue yacht products with different functions according to the needs of different consumer groups, but also adopt flexible and diverse sales methods according to different consumer psychology, So that the product order can be truly implemented. In recent years, in order to expand the sales scale and let more enthusiasts enjoy the life of yachts, some domestic yacht enterprises, sellers and buyers are exploring various marketing modes such as yacht funds, capital contributions, joint purchase of ships, and leasing of boats. At the same time, in view of the current situation of poor operation of yacht terminal clubs in China, we suggest that they change the single mode of high-threshold membership, and give more consideration to providing berths for mid-end customers and carrying out operational leasing services; At the same time, it is suggested to strengthen the planning and construction of public wharves and establish the conditions for the public yacht enterprises to buy houses for yachts. As long as Chinese yacht enterprises always establish the awareness of serving the yacht buyers and innovate the marketing management mode, they can break the awkward situation of "want to play but can't afford a boat, buy a boat but can't stop".