Project Background

Helicopter is a kind of aircraft that can take off and land vertically, hover and fly in the air. It has the characteristics of flexibility, maneuverability and adaptability, and is widely used in military, civil, public safety and other fields. The global helicopter market is expanding and is expected2025The year will reach240Billions of dollars. The United States, Europe and Asia Pacific are the largest helicopter markets in the world, with the United States accounting40%Left and right.

As the world's second largest economy, China has huge helicopter demand potential, but the domestic civilian helicopter market is still in its infancy, and the number and density of helicopters are far lower than those of developed countries. Cutoff2021Year6In January, the total number of general aircraft in service in mainland China exceeded.3000of which the number of helicopters exceeds1000frame, accounting for more than 30%. From the application market point of view, China's civil helicopters are mainly used in aerial inspection, aviation forest protection, urban fire fighting and other operational flights, the number of which accounts for about40%;Secondly, the number of civilian helicopters in the passenger-carrying application market such as air browsing and official flight accounts for about 30%.

At present, the domestic civilian helicopter market is mainly occupied by international giants such as Robinson, Airbus, Bell, Sikorsky and Leonardo. In terms of the number of domestic civilian helicopters in service, Robinson's share of the domestic market exceeds30%, followed by Airbus's market share over20%The market share of the international giants as a whole is about.95%Domestic suppliers (Mainly China Aviation Industry)The market share is only5%Left and right.

Customer pain points

Our customer is a well-known domestic general aviation company, mainly engaged in general aviation transportation, flight training, aviation tourism and other business. Customers hope to seize the opportunity to expand their business scope and scale, and improve competitiveness and profitability under the current rapid development of the domestic civil helicopter market. The main pain points faced by customers are:

Lack of in-depth understanding and analysis of the target market, not clear about their own positioning and advantages in the market;

Lack of effective market entry strategies and programs, do not know how to choose the right product line, channels, partners, etc;

Lack of anticipation and response to potential risks and challenges, and do not know how to respond to policy changes, competitive pressures, and changes in customer needs.

Project Purpose

20236In order to help customers achieve their development goals in the civilian helicopter market, we provided the following project objectives for customers:

Through a comprehensive analysis of the target market, assess the opportunities and threats of customers in the market, determine the customer's market positioning and competitive advantage;

Through the evaluation of customers' internal resources and capabilities, determine the core competitiveness and development direction of customers, and formulate reasonable market entry strategies and plans;

Through the identification and evaluation of the risks and challenges that may be encountered in the process of market entry, effective risk avoidance and countermeasures are put forward to ensure the success of customers' market entry.

Research object

In order to achieve the purpose of the project, we conducted in-depth research on the following research objects:

The size, structure, trends, drivers, constraints, etc. of the target market;

Target market segments, application scenarios, customer needs, consumption habits, etc;

Competitive landscape, main competitors, competitive strategies, advantages and disadvantages analysis of the target market;

Customer's internal resources, capabilities, strengths, weaknesses, development vision, etc;

Policies and regulations, technical standards, industry norms, etc. that may be encountered in the process of market entry;

Risks and challenges that may be encountered in the process of market entry, as well as countermeasures and suggestions.

We used a variety of research methods, including:

Literature analysis: collect and analyze relevant industry reports, policy documents, professional journals, news media and other literature materials to obtain first-hand market information and data;

Network survey: through the network platform, online questionnaires were sent to potential customers and users in the target market, and their demand, satisfaction and willingness for helicopter products and services were collected and analyzed;

Field interviews: conduct in-depth interviews with major competitors, partners, industry experts, etc. in the target market by telephone or face-to-face to understand their views, experiences, suggestions and other information on the market;

Case analysis: by collecting and analyzing the successful or failed helicopter market entry cases at home and abroad, summarize the experience and lessons, and provide reference for customers.

We have investigated200Multiple objects, including:

100 multiple potential customers and users, covering different segments and application scenarios, such as agricultural and forestry operations, sightseeing, and official flights;

More than 50 major competitors, covering different product lines and channels, such as international giants such as Robinson, Airbus, Bell, and domestic suppliers such as AVIC;

More than 30 partners, covering different upstream and downstream links, such as helicopter manufacturers, repairers, trainers, etc;

More than 20 industry experts, covering different fields and perspectives, such as General Aviation Association, Civil Aviation Administration, Aviation Academy, etc.

Project Content

According to the survey results, we have provided the following items for our customers:

Market Analysis

We have conducted a comprehensive analysis of the target market, mainly including the following aspects:

Market size

Based on the data we collected and collated, we estimated the size of the civilian helicopter market in the target market (mainland China) and predicted the next five years (2023-2028year) development trend. The size of the civilian helicopter market in the target market is showing a steady growth trend, with an expected compound annual growth rate10.3%,2028The year will reach239.3billion yuan, with greater development space and potential.

market structure

我们对目标市场的民用直升机市场进行了结构分析，主要从产品类型、应用领域、地域分布等维度进行划分。结果如下图所示：

从图中可以看出，目标市场的民用直升机市场结构特点如下：

涡轮式单发直升机是最主流的产品类型，占据了市场的34%份额，其次是涡轮式轻型双发直升机，占据了市场的25%份额；

作业类飞行是最主要的应用领域，占据了市场的40%份额，其次是载客类飞行，占据了市场的30%份额；

华东地区是最大的消费区域，占据了市场的28%份额，其次是华南地区，占据了市场的22%share.

市场趋势

我们对目标市场的民用直升机市场进行了趋势分析，主要从政策环境、技术创新、消费需求等方面进行探讨。结果如下：

政策环境：近年来，国家和地方政府出台了一系列促进通用航空发展的政策措施，包括放宽低空空域管理、提供税收、补贴、审批等方面的支持、加强基础设施建设和人才培养等。这些政策为民用直升机市场的发展提供了有利的外部条件和保障。

技术创新：随着科技的进步和创新，民用直升机产品和服务也在不断提升和优化，包括提高性能、安全性和舒适性、降低噪音和排放、增加智能化和数字化等。这些技术创新为民用直升机市场的发展带来了新的动力和机遇。

消费需求：随着经济社会的发展和人民生活水平的提高，民用直升机市场的消费需求也在不断增长和多样化，包括增加农林作业、观光旅游、公务飞行等应用领域、提高个性化、定制化和差异化等服务水平、追求更高品质、更低价格和更好体验等消费理念。这些消费需求为民用直升机市场的发展带来了新的挑战和要求。

竞争分析

我们对目标市场的民用直升机市场进行了竞争分析，主要包括以下几个方面：

competitive landscape

我们对目标市场的民用直升机市场的竞争格局进行了描述，主要从供应商数量、市场集中度、进入壁垒等方面进行说明。结果如下：

供应商数量：目前，目标市场的民用直升机市场有约20多家供应商参与竞争，其中主要由国际巨头企业主导，国内供应商较少；

市场集中度：目标市场的民用直升机市场呈现高度集中的特征，前五大供应商的市场份额达到了80%以上，其中罗宾逊和空客分别占据了30%and20%的份额；

进入壁垒：目标市场的民用直升机市场存在较高的进入壁垒，主要包括技术壁垒、资金壁垒、政策壁垒和品牌壁垒等。

竞争者

我们对目标市场的民用直升机市场的主要竞争者进行了分析，主要从产品线、渠道、价格、优劣势等方面进行比较。目标市场的民用直升机市场的主要竞争者各有优劣势，我们的客户需要根据自身的资源和能力，以及目标客户的需求和偏好，制定合适的竞争策略和方案。

风险分析

我们对目标市场的民用直升机市场进入过程中可能遇到的风险和挑战进行了分析，主要从政策法规、技术标准、行业规范、竞争压力、客户需求变化等方面进行识别和评估。结果如下：

政策法规

目标市场的民用直升机市场受到国家和地方政府的严格监管，需要遵守相关的政策法规，如民用航空法、通用航空管理条例、直升机运行规则等。这些政策法规对直升机的生产、销售、运营、维修等环节都有明确的要求和规定，如飞行资质、安全标准、空域管理等。如果不遵守这些政策法规，可能会面临罚款、吊销许可证、停飞等处罚。因此，我们的客户在进入目标市场时，需要充分了解和遵守相关的政策法规，避免触犯法律。

技术标准

目标市场的民用直升机市场有着较高的技术标准和要求，需要符合相关的国际和国内的技术规范和认证，如国际民用航空组织（ICAO）的技术规范、中国民用航空局（CAAC）的技术认证等。这些技术标准和要求对直升机的性能、安全性、环保性等方面都有严格的检测和评估。如果不符合这些技术标准和要求，可能会影响直升机的质量、信誉和竞争力。因此，我们的客户在进入目标市场时，需要保证自己提供的直升机产品和服务符合相关的技术标准和要求，提高自己的技术水平和创新能力。

行业规范

目标市场的民用直升机市场有着较为完善的行业规范和惯例，需要遵循相关的行业组织和协会的指导和建议，如中国通用航空协会（CGAA）、中国直升机协会（CHAA）等。这些行业规范和惯例对直升机市场的发展方向、行业道德、行业自律等方面都有一定的影响和约束。如果不遵循这些行业规范和惯例，可能会影响直升机市场的健康发展，损害自己的行业形象和声誉。因此，我们的客户在进入目标市场时，需要积极参与和支持相关的行业组织和协会，遵循相关的行业规范和惯例，维护自己的行业地位和利益。

竞争压力

目标市场的民用直升机市场面临着激烈的竞争压力，主要来自于国际巨头企业和国内供应商的竞争。国际巨头企业在产品性能、技术创新、服务质量等方面具有较强的优势，占据了市场的主要份额，对中低端客户和高端客户都有较强的吸引力。国内供应商在产品价格、品牌影响力、服务网络等方面具有一定的优势，也在不断提升自己的产品质量和技术水平，对中低端客户和公共服务客户也有一定的竞争力。因此，我们的客户在进入目标市场时，需要明确自己的竞争策略和方案，突出自己的竞争优势，抓住自己的目标客户，应对来自各方面的竞争压力。

客户需求变化

目标市场的民用直升机市场的客户需求也在不断变化和多样化，主要受到经济社会发展、人民生活水平提高、消费理念更新等因素的影响。客户对直升机产品和服务的需求不仅涉及到基本的功能和性能，还涉及到个性化、定制化、差异化等方面。客户对直升机产品和服务的品质、价格和体验也有更高的要求和期待。因此，我们的客户在进入目标市场时，需要密切关注和了解客户需求的变化和多样化，及时调整和优化自己的产品线、渠道、价格等方面，满足并超越客户需求，提高客户满意度和忠诚度。

战略建议

根据以上分析，我们为客户提供了以下战略建议：

市场定位：我们建议客户定位为中高端民用直升机供应商，主要针对高端客户和公共服务客户提供优质的直升机产品和服务。这样可以避免与国内供应商在中低端市场上过度竞争，也可以与国际巨头企业在高端市场上形成差异化竞争。

产品线：我们建议客户选择涡轮式单发和双发直升机作为主要产品线，这样可以满足不同细分领域和应用场景的需求，也可以体现出客户在技术水平和品质方面的优势。

渠道：我们建议客户采用直接销售和代理销售相结合的方式，这样可以兼顾覆盖面和效率。直接销售可以增强与目标客户的沟通和信任，提高转化率和留存率；代理销售可以扩大市场影响力和渗透率，降低运营成本。

价格：我们建议客户采用以价换量的策略，即在保证一定利润率的前提下，适当降低产品和服务的价格，以吸引更多的客户和市场份额，增加自己的规模效应和品牌效应。

风险规避：我们建议客户在进入目标市场时，要做好风险规避和应对措施，包括及时了解和遵守相关的政策法规、技术标准、行业规范等，保证自己的合法合规；保证自己的产品和服务符合相关的技术规范和认证，提高自己的质量和信誉；积极参与和支持相关的行业组织和协会，维护自己的行业地位和利益；突出自己的竞争优势，抓住自己的目标客户，应对来自各方面的竞争压力；密切关注和了解客户需求的变化和多样化，及时调整和优化自己的产品线、渠道、价格等方面，满足并超越客户需求，提高客户满意度和忠诚度。

Project Value

我们为客户提供的市场进入咨询项目具有以下价值：

为客户提供了全面、深入、准确的目标市场分析，帮助客户了解目标市场的机会和威胁，确定客户的市场定位和竞争优势；

为客户提供了合理、有效、可行的市场进入策略和方案，帮助客户选择合适的产品线、渠道、价格等，实现客户在目标市场的成功进入；

为客户提供了有效、及时、专业的风险规避和应对措施，帮助客户识别和评估市场进入过程中可能遇到的风险和挑战，保障客户的市场进入成功。

通过我们的咨询项目，我们帮助客户实现了以下目标：

拓展了客户的业务范围和规模，增加了客户在民用直升机市场的份额；

提高了客户的竞争力和盈利能力，增强了客户在民用直升机市场的影响力；

增加了客户与目标市场的互动和沟通，提升了客户与目标市场的关系。