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

We have carried out a structural analysis of the civilian helicopter market in the target market, mainly in terms of product type, application area, geographical distribution and other dimensions. The results are shown in the following figure:

As can be seen from the figure, the structural characteristics of the civilian helicopter market in the target market are as follows:

Turbine-type single-engine helicopters are the most mainstream product type, occupying the market.34%share, followed by turbine-type light twin-engine helicopters, which accounted for the market's25%share;

Operational flight is the most important application area, occupying the market.40%share, followed by passenger class flights, which dominated the market's30%share;

East China is the largest consumer region, occupying the market's28%share, followed by South China, which occupies the market's22%share.

Market Trends

We conducted a trend analysis of the civilian helicopter market in the target market, mainly from the policy environment, technological innovation, consumer demand and other aspects. The results are as follows:

Policy environment: in recent years, the state and local governments have issued a series of policies and measures to promote the development of general aviation, including relaxing the management of low altitude airspace, providing tax, subsidy, examination and approval support, strengthening infrastructure construction and personnel training, etc. These policies provide favorable external conditions and guarantees for the development of the civilian helicopter market.

Technological innovation: With the advancement and innovation of science and technology, civil helicopter products and services are constantly improving and optimizing, including improving performance, safety and comfort, reducing noise and emissions, increasing intelligence and digitization. These technological innovations have brought new impetus and opportunities to the development of the civilian helicopter market.

Consumer demand: with the development of economy and society and the improvement of people's living standards, the consumer demand of civil helicopter market is also growing and diversified, including increasing the application fields such as agriculture and forestry operations, sightseeing tourism, official flight, improving the service level of personalization, customization and differentiation, and pursuing consumption concepts such as higher high quality, lower price and better experience. These consumer demands have brought new challenges and requirements for the development of the civilian helicopter market.

competitive analysis

We have conducted a competitive analysis of the civilian helicopter market in the target market, which mainly includes the following aspects:

competitive landscape

We describe the competitive landscape of the civilian helicopter market in the target market, mainly in terms of the number of suppliers, market concentration, and barriers to entry. The results are as follows:

Number of suppliers: Currently, the target market for civilian helicopters is about20A number of suppliers to participate in the competition, which is mainly dominated by international giants, less domestic suppliers;

Market concentration: the civil helicopter market in the target market is highly concentrated, with the market share of the top five suppliers reaching80%above, in which Robinson and Airbus respectively occupied30%and20%the share;

Barriers to entry: There are high barriers to entry in the civilian helicopter market in the target market, including technical barriers, financial barriers, policy barriers and brand barriers.

Competitors

We analyzed the main competitors in the civilian helicopter market in the target market, mainly from the aspects of product line, channel, price, advantages and disadvantages. The main competitors in the civil helicopter market in the target market have their own advantages and disadvantages. Our customers need to formulate appropriate competitive strategies and plans according to their own resources and capabilities, as well as the needs and preferences of the target customers.

Risk Analysis

We analyzed the risks and challenges that may be encountered in the process of entering the civilian helicopter market in the target market, mainly from the aspects of policies and regulations, technical standards, industry norms, competitive pressure, and changes in customer demand. The results are as follows:

Policies and regulations

The civil helicopter market in the target market is strictly regulated by the state and local governments, and needs to comply with relevant policies and regulations, such as civil aviation law, general aviation management regulations, helicopter operation rules, etc. These policies and regulations have clear requirements and regulations on the production, sales, operation, and maintenance of helicopters, such as flight qualifications, safety standards, and airspace management. Failure to comply with these policies and regulations may result in fines, license revocation, grounding and other penalties. Therefore, when entering the target market, our customers need to fully understand and comply with relevant policies and regulations to avoid breaking the law.

Technical Standards

The civil helicopter market in the target market has high technical standards and requirements, which need to comply with relevant international and domestic technical specifications and certifications, such as the International Civil Aviation Organization (ICAO), the Civil Aviation Administration of China (CAAC) technical certification, etc. These technical standards and requirements have strict testing and evaluation on the performance, safety and environmental protection of helicopters. Failure to meet these technical standards and requirements may affect the quality, credibility and competitiveness of the helicopter. Therefore, when our customers enter the target market, they need to ensure that the helicopter products and services they provide meet the relevant technical standards and requirements, and improve their technical level and innovation capabilities.

Industry specifications

The civil helicopter market in the target market has relatively complete industry norms and practices, and needs to follow the guidance and suggestions of relevant industry organizations and associations, such as the China General Aviation Association (CGAA), China Helicopter Association (Chaa plug toy), etc. These industry norms and practices have a certain impact and constraints on the development direction of the helicopter market, industry ethics, and industry self-discipline. Failure to follow these industry norms and practices may affect the healthy development of the helicopter market and damage its own industry image and reputation. Therefore, when entering the target market, our customers need to actively participate in and support relevant industry organizations and associations, follow relevant industry norms and practices, and maintain their own industry status and interests.

competitive pressure

The civilian helicopter market in the target market is facing fierce competition pressure, mainly from the competition of international giants and domestic suppliers. International giants have strong advantages in product performance, technological innovation, and service quality, occupying a major share of the market, and are highly attractive to low-end and high-end customers. Domestic suppliers have certain advantages in product price, brand influence, service network, etc., and are constantly improving their product quality and technical level, and they are also competitive with low-end customers and public service customers. Therefore, when our customers enter the target market, they need to clarify their competitive strategies and solutions, highlight their competitive advantages, seize their target customers, and respond to competitive pressures from all aspects.

Changes in customer needs

The customer demand of the civil helicopter market in the target market is also constantly changing and diversified, which is mainly affected by factors such as economic and social development, the improvement of people's living standards, and the renewal of consumption concepts. Customer demand for helicopter products and services not only involves basic functions and performance, but also involves personalization, customization, and differentiation. Customers also have higher requirements and expectations for the quality, price and experience of helicopter products and services. Therefore, when our customers enter the target market, they need to pay close attention to and understand the changes and diversification of customer needs, timely adjust and optimize their product lines, channels, prices, etc., to meet and exceed customer needs, and improve customer satisfaction and loyalty.

Strategic recommendations

Based on the above analysis, we offer our clients the following strategic recommendations:

Market positioning: We recommend that customers be positioned as mid-to-high-end civilian helicopter suppliers, mainly for high-end customers and public service customers to provide high-quality helicopter products and services. This can avoid excessive competition with domestic suppliers in the low-end market, and can also form differentiated competition with international giants in the high-end market.

Product line: We recommend that customers choose turbine-type single-engine and twin-engine helicopters as the main product line, which can meet the needs of different segments and application scenarios, and can also reflect the customer's advantages in terms of technical level and quality.

Channel: We recommend that customers use a combination of direct sales and agency sales, which can balance coverage and efficiency. Direct sales can enhance communication and trust with target customers, improve conversion rate and retention rate; agency sales can expand market influence and penetration, and reduce operating costs.

Price: We recommend that customers adopt a price-for-volume strategy, that is, under the premise of ensuring a certain profit margin, appropriately reduce the price of products and services, in order to attract more customers and market share, increase their economies of scale and brand effect.

Risk avoidance: We suggest that customers should take risk avoidance and response measures when entering the target market, including timely understanding and compliance with relevant policies and regulations, technical standards, industry norms, etc., to ensure their legal compliance; ensure that their products and services comply with relevant technical specifications and certifications, and improve their quality and reputation; actively participate in and support relevant industry organizations and associations, maintain their own industry status and interests; highlight their competitive advantages, seize their target customers, and respond to competitive pressures from all aspects; pay close attention to and understand the changes and diversification of customer needs, and timely adjust and optimize their product lines, Channels, prices, etc., to meet and exceed customer needs, and improve customer satisfaction and loyalty.

Project Value

We offer our clients market entry consulting projects with the following values:

Provide customers with a comprehensive, in-depth and accurate target market analysis, help customers understand the opportunities and threats of the target market, determine the customer's market positioning and competitive advantage;

Provide customers with reasonable, effective and feasible market entry strategies and solutions, help customers choose appropriate product lines, channels, prices, etc., and realize the successful entry of customers in the target market;

It provides customers with effective, timely and professional risk avoidance and response measures to help customers identify and evaluate the risks and challenges that may be encountered in the process of market entry, and ensure the success of customers' market entry.

Through our consulting projects, we help clients achieve the following goals:

Expanding the scope and scale of the customer's business and increasing the customer's share in the civilian helicopter market;

Improve the competitiveness and profitability of customers, and enhance the influence of customers in the civil helicopter market;

Increase the interaction and communication between customers and target markets, and enhance the relationship between customers and target markets.