意大利游艇驶入中国市场
2008-06-06
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意大利游艇,时尚动态
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意大利游艇驶入中国市场
作者：英国《金融时报》彼得•马什(Peter Marsh)
2008年6月5日 星期四
意大利的Azimut-Benetti正计划在中国展开营销活动，以期在5年后，公司能有多至10%的收入来自中国。该公司是全球最大豪华游艇制造商之一，总部位于都灵。
公司首席执行官兼所有者保罗•维泰利(Paolo Vitelli)表示，鉴于中国收入水平不断提高，中国很有希望成为该公司的一个“关键市场”。另外，维泰利表示，有迹象表明，中国人也许正在逐渐消除对海上消闲的传统反感。
作为今年夏季中国首次承办的奥运会(Olympic Games)的一部分，中国正在东部沿海城市青岛修建一个豪华的帆船比赛中心。
另外，一系列开发商正在中国建设大约10个新码头，其中多数位于青岛、上海和中国南方的海南岛附近。维泰利认为，此举也将增加中国人对游艇的兴趣。
这意味着，到2013年，中国的码头数量将增加两倍，如果大型游艇所有者想沿着中国绵长的海岸线进行一次航海旅行，将会变得更容易。
“如果你问中国的一位百万富翁是否会购买我们的游艇，他购买的几率是1%，”维泰利表示。“如果你在美国问同样的问题，几率则为10%。”
为了扩大在华影响力，Azimut-Benetti已在上海建立了一个销售办事处，并与中国的5位经销商签订了合约。
Azimut-Benetti目前在华的销售量几乎可以忽略不计，该公司希望，到2013年，在华销售额能占到公司年收入的5%至10%。
Azimut-Benetti希望，在截至今年9月的一年里，其收入能从去年的8.3亿欧元增至9亿欧元（合14亿美元）。这是公司在未来5年实现年销售额增长12%至15%计划的一部分。维泰利估计，到2013年，Azimut-Benetti每年可以在中国销售游艇30至60艘，在华年收入可能达到7000万欧元。
去年，Azimut-Benetti的利息、税项、折旧和摊销前收益为1.28亿欧元。尽管担心经济可能下滑，但作为长期增长计划的一部分，维泰利希望，到2009/10年，公司利息、税项、折旧和摊销前收益可增至2亿欧元以上。
译者/梁艳裳
阅读本文章英文,请点击 AZIMUT-BENETTI HOPES RISING CHINA INCOMES WILL POWER LUXURY BOAT SALES
AZIMUT-BENETTI HOPES RISING CHINA INCOMES WILL POWER LUXURY BOAT SALES
By Peter Marsh
Thursday, June 05, 2008
Azimut-Benetti of Italy, one of the world's biggest makers of luxury boats, is planning a marketing drive in China in an effort to gain up to 10 per cent of its sales from the country in the next five years.
Paolo Vitelli, the chief executive and owner of the company based in Turin, said that China promised to be a “key market” for his company in the light of rising levels of income. In addition, said Mr Vitelli, there were signs that the Chinese might gradually be overcoming their traditional aversion to spending leisure time at sea.
As part of this summer's Olympic Games, being held in China for the first time, the country is building a lavish centre for sailing events at Qingdao on its eastern coastline.
Separate to this – but in a move which Mr Vitelli thinks will also stoke Chinese people's interests in boating – a series of developers is constructing about 10 new marinas in China, mostly around Qingdao, Shanghai and the island of Hainan in the south of the country.
This will mean that by 2013, the number of marinas in China will have tripled, making it much easier for owners of large boats to plot a voyage along their country's extensive coastline.
“If you ask a millionaire in China about buying one of our boats, there's a 1 per cent chance he will do this,” said Mr Vitelli. “If you ask the same question in the US, the chance is 10 per cent.”
In an effort to boost its presence in China, Azimut has set up a sales office in Shanghai, and signed up five dealers around the country.
From negligible sales now in the country, Azimut hopes to boost this figure to 5-10 per cent of its annual revenues by 2013, Mr Vitelli said.
Azimut hopes in the year to this September to increase its revenues to more than �900m (.4bn), from �830m last year. This is part of the plan to increase sales by 12-15 per cent a year over the next five years. Mr Vitelli reckons that by 2013, Azimut could gain annual revenues of �70m from China, selling 30-60 boats a year there.
Last year, Azimut had earnings before interest, tax, depreciation and amortisation of �128m. In spite of the worries about a possible economic downturn, and as part of a long-term growth plan, Mr Vitelli hopes to boost Azimut's ebitda to more than �200m by 2009/10.
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