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The Report on M&A Decision in bus industry between 2006 and 2007

Abstract:

•  The status quo and background for M&A in China 's bus industry

From yearly performance in this industry, total annual sale, market shares among different sectors looked up with speed faster than the past two years. Big and medium model manufacturers feel comfortable in response to national policy, domestic sales and export and got on the right direction. Both decision-maker and marketing personnel are more familiar to this market. In addition, the corporate goal has shifting from fervently grabbing the market to pursuing sustainable development with clear-mindedness. Just as development in national economy in 2007, China 's bus industry is striving forward.

Domestic sales upon different usage in 2006

The over all shape of bus industry in 2006 looked well. Though the number cross-the-board has not been released so far, the leaked figure from Information Department to China Auto Industry Association correlation shows that units output in big model from January to September in 2006 was 38,700 growing 12.58%, 57,800 in medium model up 15.44% while sales of the former one was 37,900 increasing 11.56% and 57,400 rendered by the later one climbing 15.65%. Coupled with bus purchasing spree followed Spring Festival peak travel season last year in December, the sales has been promising which, in turn, stimulates the development of bus industry as whole. Therefore, the growth in 2006 is supposed to be higher than 2005 and 2004. However, the growth rate inclines to be moderate.

2 ． The Motives behind M&A in China 's bus industry

With years of adjustment in industrial structure, bus industry has been on a plateau so far. Under this backdrop, strong competitiveness, corporate inner management, caliber cultivation, innovation and marketing techniques are all the about for a bus manufacturer to stand firmly on the market. Upon the industrial list, the top ones have been featured an outpouring concern into corporate management as to boost performance for sale. It's worth noting that low threshold into the market makes the competition so fierce that companies have been single-minded in pursuing sales rather than product profit which is detrimental to the industry. The lesson can be drawn from home appliance marketing in extremely low price so as to keep the bus industry on the right tract. The current market can be described as chaotic as the reason for M&A behind this industry as what HEADING-CENTURY identified:

A. The development room is large. It is attractive to multi-nationals and big companies to set tremendous consideration on industrial trend, mobilization of personnel and budget in R&D and harnessing the potential from bus market. These new comers will engage in M&A over rivalries based on advantage in capital and management.

B. Though the room has been expanding, the competition is so hard. The image-building campaign is facing both manufacturers and dealers. With the brand value being highlighted and withering market for small companies, big ones will take over those firms in dire strait.

3. M&A trend in China 's bus industry

Upon the corporate development in 2006, the capacity among big companies is stupendous. Take Xiamen King Long Motor Group Co., Ltd for instance, it has been experienced a good year. Based on the data of HEADING-CENTURY its production in 2006 was 10,037 with sales on 9,946 at RMB 377,000,000 which was increased 26.6%, 29.7% and 29.8% respectively. The growth can be seen in both quantity and sales in single unit. Suzhou King Long Motor Group Co., Ltd has achieved 13,345 in sales growing 31.09% with RMB 3,502,000,000 in return up 32.83% over last year. For Yutong Group, its sales broke the record with RMB 10,139,800,000 in one year while in bus production the growth was mammoth .

Change in Industrial Density between 2003 and 2006

From the usage of bus sales in 2006, tourism and public transportation is on the highest option. The data offered by HEADING-CENTURY shows that the coach has been on the crescendo with 16,600 being sold in 2006 growing 15.22%. Bus has been followed in second evidenced by 32% up in sales over last year from January to September in 2006.

In terms of length of bus, 7 to 8 meters long remained the best seller in 2006 and popularity was on the rise while 9 to 11 meters long product was also looked up. Market expanding in this spectrum in basically backed up by the sales from bus. 12 meters or above enjoyed colossal sale which was resulted from the huge demand for model of 13.7 meters long and BRT in number of cities? From current development, HEADING-CENTURY found number of trends in M&A:

A. Cooperation among big companies. On one hand, integrated resources will boost complementary strength among the same sector and scale in product marketing, design and R&D through marshaling synergies from research, talent and capital. On the other hand, cooperation will help reduce inner cost, recalibrate direction for marketing and policy and stir up competitiveness and share. With ferocious competition going on, resources integration will heat up again.

B. Joint venture. The advantage in capital, technology, brands and management are beneficial to domestic companies to make their image accepted internationally.

C. the M&A and consolidation will enter into new stage years to come while integration cross the spectrum of industries or take-over between up-stream and down-stream sectors can not be ruled out.

The gap will be enlarged between big company and medium and small manufacturers as described in Matthew Effect. Bus manufacturers should take a long view into the future as to spur over all capacity and corporate know-how along with core competitiveness if they want to forerun over adversaries.

The Analysis on M&A in China’s Bus Industry between 2006 and 2007
 Chapter 1 Character and Analysis on Bus Industry
Section 1 the Definition of bus industry and its classification
Section 2 Investment character of bus industry
A. Growth rate of this industry
B. Entering barriers in this industry
C. Product mix
D. Industrial density
E. Profitability of this industry
Section 3 Industrial structure among bus manufacturers
A. Ownership structure of bus manufacturers
B. Scale of bus manufacturers
C. Allocation of bus manufacturers
 Chapter 2 The Market Development Trend in World Bus Industry
Section 1 the Status quo and character of the world bus industry
A. the development character of the world bus industry
B. the Demand and supply in the world bus industry
C. the market prospect of the world bus industry in 2007
Section 2 the development among world famous brands in 2006
A. List of top manufacturers
     B. the Savvies and goals
 Chapter 3 Related Industries to Bus Manufacturing 
Section 1 the Status quo of market development in this sector
Section 2 the Analysis on manufacturers in auto parts
A. the development mode of automotive parts industry in China
B. the Status quo of automotive parts industry in China
Section 3 the Dynamics in steel industry in 2006
A. the Performance in steel industry in 2006
B. the outlook analysis on steel industry in 2007
C. Macro-economic environment and challenges in steel industry in 2006
D. the Prospect of steel market trend in 2006
Section 4 the Dynamics in petrochemical industry in 2006
A. Retrospect
    B. Prospect
 Chapter 4 The Impact of Economic Environment on Bus Industry
Section 1 Economic environment and prospect in 2007
A. Macro-control and its impact on this industry
B. the Impact of the cycle of interest rate increases upon this industry
C. National economic development in 2007
Section 2 the Impact of demography on auto spending 
A. Major demographic figure
B. Income change
Section 3 Psychological change among customers
A. Homogenized Products
B. Array of option
C. Change in corporate system
 Chapter 5 Development Environment in Bus Industry
Section 1 New policy and its impact on bus industry in 2005
Section 2 the important rules and regulations upon bus market in 2006
A. Anatomy of fueling tax, consuming tax and reform in public transportation
B. the Code of Urban Bus Technology and Requirement in Grade
C. the Management & Regulation on Retreat of Unqualified Bus Product
D. Rising the bar through Auto Loan Management
E. Dismantling the limits for length
F. New rule on franchising business in urban public transportation
 Chapter 6 Market Prospect of China’s Bus Industry in 2006
Section 1 the General performance of China’s bus industry in 2006
A. Over all sales
B. Corporate marketing in general
C. Demand and supply within market
Section 2 the Status quo of bus market in 2006 
A. the Character market development
B. Ratio of output and marketing
C. Layout of bus industry
D. Inventory
Section 3 Investment in bus industry
A. Joint venture and cooperation in bus industry over the years
B. M&A and consolidation of bus industry
C. Investment forecast in bus industry in 2007
Section 4 Market demand for bus in 2007
     A. Market demand and profitability
     B. Prospect and development trend
 Chapter 7 Market Analysis and Forecast in Different Models Crossing All

Spectrum of Bus Market
Section 1 Big model
Section 2 Medium model
Section 3 Light model
Section 4 Mini model
 Chapter 8 The Market Analysis and Forecast in Different Grade
 Section 1 the Development character and trend on high-grade bus
A. the Status quo of domestic high-grade bus
B. Market performance of high-grade bus in different price
C. the Prospect of high-grade bus
 Section 1 Bus market in medium and low-grade bus
 Chapter 9 Market Analysis and Forecast in Different Type of Bus
 Section 1 Market analysis and prospect in public transportation in 2007
A. Urban development and its relation to public transportation
B. the Status quo of public transportation in 2006
C. Foreign public transportation and lesson to be drawn
 Section 2 Market cycle and development forecast in commercial bus market in

2007
A. Cyclical development in commercial bus
B. Development of commercial bus market in 2006
    C. Outlook of commercial bus market in 2006
 Chapter 10 Regional Market of Bus Industry
 Section 1 Bus Industry in Beijing
 Section 2 Bus Industry in Shanghai
 Section 3 Bus Industry in Jilin Province
 Section 4 Bus Industry in Guangdong Province
 Chapter 11 Export and Import of China’s Bus Products in 2007
 Section 1 Bus import and forecast
 Section 2 Bus export and forecast
A. the Change in Export over the years
B. the analysis over current export in 2007
 Section 3 International competitiveness of China’s bus industry
A. Competitiveness in R&D
B. Price competitiveness
C. Other advantages
D. the Advantage of China’s bus to compete with foreign counterparts
 Chapter 12 Competition of Bus Industry
 Section 1 Competition of bus industry
A. Current competition within the market
B. Bargaining capability among suppliers
C. Bargaining capability among customers
D. Threats from alternatives
E. Threats from newcomers
F. Other factors
 Section 2 Competition trend of bus industry in 2007
A. Linear competition to multi-level competition
B. Competition trend of market price
C. Public relations marketing
     D. Core competitiveness relying on value
 Chapter 13 Market Competition in Categories
 Section 1 Market competition in big and medium model
A. Current market
B. Trend for big model
C. Bus for public transportation as spotlight in bus market
D. Service as deep-held value for bus industry in the near future
E. Bus export being the trend
 Section 2 Rebound in competition in light bus
A. the Ferocious competition in Serialization, exceptional virtues and Homogeneity
B. Dominant competition and heated tug war with MPV
C. Light bus tends to be small and modified one for the medium size
D. Western products swarm in domestic market
E. Double engine competition
F. Cutting-edge ideas
 Section 3 Competition in Mini bus market
A. Competition of mini bus market in 2006
S. New direction of mini bus market
 Chapter 14 Marketing Savvies in Bus Industry
 Section 1 Marketing model
 Section 2 Marketing tactic in 2006
A. Ads and their character among brands
B. Industrial competition with exceptional virtues
C. Competition in post-sale service for bus manufacturers
 Chapter 15 Listed Companies
 Section 1 Dongfeng Motor Corporation (stock code 600006)
A.  Corporate profile
B.  Auto sale in 2006
C.  Corporate performance in 2006
D.  Corporate news
E.  Corporate outlook
 Section 2  Jiangling Motors Co., Ltd (stock code 000550)
A.  Corporate profile
B.  Auto sale
C. Corporate performance and dynamics
 Section 3  Yangzhou Yaxing Motor Coach Co., Ltd ( stock code 600213)
A.  Corporate profile
B. Corporate performance in 2006
C. Corporate performance and dynamics in business
 Section 4  Zhengzhou Yutong Group Co., Ltd., ( stock code 600066)
A. Corporate profile
B. Corporate performance
C. Auto sales in 2006
D. Marketing savvies
E. Business forecast in 2006
 Section 5 Beiqi Foton Motor Co., Ltd ( stock code 600166)
A. Corporate profile
B. Corporate performance
C. Auto sales in 2006
D. Marketing savvies
E. Business forecast in 2006
 Section 6 Jiang Xi Changhe Automobile Co., Ltd ( stock code 600372)
A. Corporate profile
B. Production in 2006
C. Dynamics in Business
 Section 7 Anhui Jianghuai Automobile Co., Ltd (stock code  600418）
A. Corporate profile
B. Corporate performance
C. Auto sales in 2006
D. Business forecast in 2007
 Section 8 Shenyang Jinbei Automotive Industry Co., Ltd. (stock code  600609

）
A. Corporate profile
B. Production in 2006
C. Dynamics in business
 Section 9 Xiamen King Long Motor Group Co., Ltd (stock code  600609）
A. Corporate profile
B. Corporate performance in 2006
C. Dynamics in business
 Section 10 Changan Auto Group (stock code  000625）
A. Corporate profile
B. Corporate performance
C. Auto sales in 2006
D. Marketing savvies
E. Business forecast in 2006
 Chapter 16 Other Domestic Famous Brands
 Section 1 China Faw Group Corporation
A. Corporate profile
B. Sales in 2006
C. Marketing success
 Section 2 Baoding Great Wall Automobile Holding Company
A. Corporate profile
B. Corporate performance
C. Development strategy and marketing philosophy
 Section 3 Dandong Huanghai Automobile Co., Ltd
A. Corporate profile
B. Output and sales
C. Corporate marketing techniques
 Section 4 Jiangsu Yaxing Motor Coach Co.Ltd.
A. Corporate profile
B. Output and sales
C. Corporate strategy and business dynamics
 Section 5 Changzhou Changjiang Bus Group Co., Ltd.
A. Corporate profile
B. Output and sales
C. Corporate strategy and business dynamics
 Chapter 17 Major Joint Venture in Bus Industry
 Section 1 SAIC-GM-Wuling Automotive Stock Ltd.)
A. Corporate profile
B. Exceptional virtues
 Section 2 Guangzhou Wushiling Automobile Co., Ltd.
A. Corporate profile
    B. Exceptional virtues
 Chapter 18 Bus Market Trend in 2007
 Section 1 Trend in products mix and spotlight for investment
A. Diversified demands
B. Urban logistics offering one goal for light bus industry
C. Diesel engines for big and medium bus proves the mainstream
D. Diesel-burning light bus looks up
 Section 2 Winning model forecast in major cities
 Section 3 the development of bus industry over 5 to 10 years
 Chapter 19 SWOT Analysis of Bus Market in 2007
 Section 1 Market for bus industry remains large
A. More room for public transportation
B. Urban public transportation as striving force for the bus market as whole in 2006
C. Coach facing more business opportunity
D. Bus market in rural area is large in 2007
 Section 2 the Difficulty for bus market turnover 
A. Supply over demand looming large
B Price war grow fierce
C. Skyrocketing price in raw material eating into profitability of bus industry
 Chapter 20 Recommendation for China’s Bus Industry in 2007
 Section 1 Push forward exceptional virtues
 Section 2 Proprietary technology 
 Section 3 Famous brand built-up campaign