· It is a little difficult for foreign car rental companies to play the Chinese market

The annual Mid-Autumn Festival holiday is approaching, and half a month later, it is a seven-day National Day holiday that makes everyone "like big and big". Holidays, the biggest theme for the people is to travel - or go back to their hometown to visit relatives, or travel far. In today's increasingly developed traffic, people are more likely to choose self-driving when traveling, and for those who don't buy a car but prefer to travel by car, car rental companies are naturally the best choice.
Recently, landing on the websites of major car rental companies, it can be found that almost all companies have already sold advertisements for car rental during the National Day, and after entering the car rental page, the hot car rental market can also be felt personally. Although there is still one month left from the National Day holiday, the hot models and the highly-priced models that started to rent that time are now rented out. According to the reporter's previous car rental experience, I can now enjoy the discount on renting a car. If I wait for the neighboring holidays, I am afraid that I will not enjoy the preferential price. Second, I don’t even have to rent a car.
In recent years, China's car rental industry has become increasingly prosperous. Car rental companies with various operating modes represented by China Car Rental, PP Car Rental, Dongfeng Nissan Easy Car Rental, etc. have also rapidly accumulated customer resources and opened up territories in their respective fields. With the expansion of the scope of car rental companies, more and more consumers choose to rent a car when they travel by car.
The car rental market is hot, just like the car sales boom in the same year, it has stepped into the peak of market development expected by experts. However, unlike the automobile manufacturing industry, although the development of China's car rental industry is in its infancy, no foreign brands occupy an important position in the market. Hertz and Avis, which landed in China before any car rental company in China, were merged by China's car rental business, and one was a joint venture with a Chinese company, but the performance was flat and did not show signs of an industry leader. On the contrary, it is the home-grown car rental in China and a car rental, showing a booming momentum. Not long ago, Shenzhou Car Rental has applied for IPO listing in Hong Kong, and there is news that a car rental will also be listed in the US IPO in the fourth quarter of this year, and plans to raise about 200 million US dollars. Other car rental companies such as Dongfeng Nissan Easy Car Rental, PP Car Rental, etc., although they have not achieved such results as China Car Rental and a car rental, they have developed quite steadily.
It’s too early to catch up with the operation of foreign companies in the early morning. When it comes to the development of foreign car rental companies in China, they have to mention Hertz and Avis. As two experienced car rental companies that have entered the Chinese market, they have different fates in China.
Hertz, founded in 1918, entered the Chinese market as early as 1994. At that time, a car rental company in Shanghai had borrowed the Hertz brand, but it was later lost due to the insignificant benefits and excessive pressure on brand expenses. Then in 1998, Hertz and Anwar Group began to discuss cooperation matters. In August 1999, Anwar Group obtained the brand authorization of Hertz, but the franchise authorization was not officially signed until October 2001. On January 29, 2002, Hertz China, which is operated by Hua Group, officially opened. Although the contract period is 5 years, due to poor management, the actual cooperation has only lasted for 3 years. In October 2005, Hertz terminated the cooperation with Anwar Group, which was a bit slick. The land has withdrawn from the Chinese market. In 2009, Hertz re-entered China in the model of establishing a wholly-owned company, and brought many of its special business abroad into the Chinese market. In 2013, Hertz strategically invested in Shenzhou to rent a car, and Shenzhou rented a car to acquire and integrate Hertz China car rental business.
Avis, which entered the Chinese market in December 2002, and set up Anji Car Rental Co., Ltd. with a total investment of 50% with SAIC, with a total investment of US$66 million. It is also the first car rental joint venture in China. The experience of Avis entering the Chinese market is much smoother than that of Hertz. The development is also smooth and smooth. According to statistics from the Avis website, it now covers 40 cities and regions in China, creating more than 170 outlets. , has more than 8,000 rental cars. Although the results are good, but compared with the car rental in China and a car rental, there is still a certain gap, less its domineering in the European and American markets.
Two world-class car rental companies have suffered setbacks in the Chinese market. In this regard, experts in the industry have dubbed it "starting early in the morning and catching up with a late collection." The reason for this is that more views are that they are not sure about the Chinese market.
Two factors lead to a setback to grasp the market to achieve the ultimate winner Beijing's Miss Sheng is a car rental person, from the car rental in Beijing a few years ago, she began to rent a car, and since I have not bought a car, rent a car It became the necessary means of transportation for her to go out. Miss Sheng told reporters that she liked to rent Avis's car a few years ago. First, because it is a joint venture company, the operation process is more standardized and the price is relatively cheaper. But in recent years, she has become a fan of car rental in China. If she travels in the suburbs, she will also use PP to rent a car. In her words, as long as the holiday decides to rent an order early before the trip, you can rent a fairly satisfactory vehicle at a very cheap price. The procedure is fast, and you don't have to worry about vehicle maintenance and repair. Why not?
The consumer's statement represents the status quo of China's car rental market. What is the lack of foreign car rental companies in the market competition?
Lu Zhengyao, chairman and CEO of Shenzhou Car Rental, has a clear understanding of the Chinese car rental industry. When he married Hertz in 2013, he said that car rental companies are a channel company in the automobile circulation industry – providing people with a car. Channel. Here, consumers are more concerned about: Where is the car, the price, what are the supporting service systems? Speaking of the advantages of car rental in China, he confidently said: "We understand Chinese society and culture and can provide products and services that cater to consumers' needs."
It should be said that in cooperation with Hertz, the car rental in China is more important to its management experience. "Shi Yi Chang technology to control the Yi", this is the key to the rapid development of local car rental companies.
As for the development of Avis in China, an industry expert who asked not to be named said that the main reason lies in the Chinese partners. He said that if the foreign car rental company entered the Chinese market when it first entered the Chinese partner market, it would be far more than the current development scale.
Chen Rongzhang, director of the Automotive Aftermarket Research Institute of Tongji University, said that the main reason for the decline of foreign car rental companies in China is the lack of understanding of the policy environment and the incompleteness of China’s personal credit system. Although the company entered China, it did not dare to let go.
Today, Hertz has chosen to cooperate with China's car rental, and the combination of the two has promoted the car rental market in China to become the leader in the development of China's car rental market. Avis is still seeking new breakthroughs in China's development step by step.
Statistics show that in 2013, China's car rental market demand has reached 250,000, and the annual market size reached 22 billion yuan, a tenfold increase compared with 2006. In the next few years, China's car rental industry will continue to maintain rapid growth, with an annual growth rate of 20% to 25%. In 2018, China's car rental industry market will reach 50 billion yuan. In 2018, there is still a lot of room for development in China's car rental market. During this period, can foreign car rental companies stand out?
A friend of a car rental company told reporters that if China's policy and credit environment are as perfect as those in Europe and the United States, the development of foreign car rental companies in China will be leaps and bounds. Of course, Chinese car rental companies facing the same problem will have the same Development opportunities. Changes in policy and credit environment may take a long time, and to win the market, you can only see who is more accurate in the market.

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