Brunswick's "100 million yuan" yacht throws hydrangea balls to Chinese buyers

2010 is bound to become China's yacht industry's first year of sailing. After wave after wave of yacht shows, today in Suzhou will set off a wave: Brunswick and its top luxury yacht brand - Hatteras officially entered the "China Sea."
This luxurious yacht, which is carefully crafted by Brunswick Group, the world's largest yacht manufacturer, will push the luxury experience to the extreme and bring new water leisure and business life to the Chinese. At the same time, Brunswick has also introduced "one-stop luxury services," which will make Brunswick China's first "super yacht management expert."  
On November 8, Brunswick China’s first Chinese media meeting, Zhang Yao, general manager of Brunswick, frankly stated: “150 million Hatteras are customized for Chinese customers.” She said that China has become the second largest luxury in the world. In consumer goods countries, Brunswick is very optimistic about the potential for yacht consumption in the Chinese market. In the past, “made in China” was gradually being transformed into “made for China”.

It is reported that Hatteras has a long-standing reputation in the luxury yacht industry and is highly favored by the global elite. Its end customers include a strong consortium in North America, a European mystery church, hereditary aristocrats, and the royal family in the Middle East. Today, a total length of 22.35 meters, worth 150 million Hatteras yachts will be as Brunswick force the Chinese market's heavy work to come to China, has not yet publicly released it has attracted many invisible wealth through the circle of attention.

150 million "boats" tailored to Chinese customers
The top yacht brand HATTERAS 105 released by Brunswick has a total length of 105 feet and a single ship price of 150 million. The Hatteras 72, which was entered simultaneously, has a total length of more than 73 feet and a single vessel price of 58 million.
In China, talking about Sea Ray, Meridian... Many rich people are not unfamiliar. These yacht brands that inherited the purely American style have quietly entered the Chinese mainland market as early as five years ago. The American Brunswick Group, which is affiliated with it, is one of the most enlightening mentors in the Chinese yacht industry. It is reported that Brunswick has more than 40 yacht brands, all over the world, and has maintained growth for many years. The heavy launch of Hatteras is the most luxurious and top-notch series of all brands owned by Brunswick. In addition to ensuring the safety of dangerous sea areas, Hatteras interprets the definition of “luxury” from multiple perspectives. Even the cheapest Hatteras will have 28 million, which is higher than Other similar yachts. In addition, Brunswick has other rich product lines, including the Harris flat-bottomed boat that combines luxury and simplicity, as well as the Meridian flybridge that combines comfort and ease of operation with its convenient bridge access and spacious master bedroom. impressive.
In addition, Brunswick's yachts, marine engines, fitness equipment, bowling, billiards and other products are ranked in the world's most advanced marketing volume. The Brunswick Group has more than 50 yacht manufacturers worldwide and has nearly 40 international yacht brands. The Group’s yacht sales account for nearly 40% of the world market.
The Brunswick Group was founded in 1845 and is now the world's largest yacht manufacturer and distributor. In 1998, Brunswick entered the Chinese market. After more than ten years of development, Brunswick has now expanded to major cities in China and delivered more than 600 private luxury yachts to Chinese customers. In 2009 alone, the sales growth rate was 50% higher than the previous year, and it was firmly established as a luxury yacht in China. The throne of market first.
Zhang Yao, general manager of Brunswick China, pointed out that Brunswick is full of confidence in China's huge consumer market. "The Chinese economy has maintained a continuous growth for more than 20 years, and its economic strength should not be underestimated, but the spending power of China's richest people has even more potential. According to the statistics of the World Luxury Goods Association, China's total luxury goods consumption in 2009 reached 9.4 billion U.S. dollars. Next to Japan, the world’s second-largest consumer of luxury goods, in the financial crisis, the global economic downturn, the Chinese market has risen against the trend, it is surprising, it is based on appeals, Brunswick chose China as “billion Grade "Hatteras Yachting's first-ever dock in Asia."

Billion yacht Hatteras debuts "Semi-customized yacht life"
The reporter learned that the Henderas, the “billionaire” yacht launched by Brunswick for the first time, has launched “a semi-customized yacht life”. The room layout is semi-customized, which is a major feature of the Hatteras yacht brand. The plasticity of Hatteras yacht interior space is very strong. Take the L-shaped leisure area in the main cabin as an example: The owner who pursues practicality can change the original sofa into a desk and create the effect of the study; the owner of a child can change it here. For the children's room; more ship owners will choose to transform this into a walk-in closet.
This approach to semi-customization is Hatteras’s decision to make full use of customer feedback and at the same time make in-depth research on the market. In addition to interpretation in the interior decoration, it also extends to the matching of the power system. Hatteras 72's power system is available with Caterpillar and MTU brands. According to the actual needs of the ship's owners, different models are available. Caterpillar and MTU have three engines for the Hatteras 72. Taking an engine with an output of 1,550 horsepower as an example, Hatteras 72 has been able to provide 20 knots of speed. It is reported that such semi-customized lifestyles were only open to royal aristocrats and European consortia. Even though such customization made it impossible for Hatteras to fully mass-produce, buyers are still willing to order their own custom-built billion-dollar yachts after they order. Pay patience.
In addition, the spaciousness of space far beyond imagination is also the key to Hatteras 72’s popularity. There is a kitchen and toilet next to the restaurant on the main deck, and the large-capacity kitchen even has entrances on the left and right sides. The kitchen will go straight into the salon area. U-shaped sofa makes the salon look extraordinary, of course, if the face of the ship owners favor the refined style, the couch can also be customized according to the owner to create a more cozy double sofa. For space-saving reasons, the Hatteras72 did not use a double bridge. The only bridge was at the bridge level, which provided more leisure space for the main deck and the salon was also extended to the bow.
Devaluation of one-stop luxury services Filling the gap in Chinese yacht services China is a large oceanic country with 90,000 lakes, 6,500 islands, and 18,000 kilometers of coastlines, with natural and geographical conditions for yacht consumption. On the other hand, China's spending power is increasing day by day and it has the soft power of yacht consumption.
According to the 2010 Hurun Wealth Report, there are now 140 billion billionaires and 1,900 billion billionaires in mainland China, and the billionaires are as high as 55,000. The average age of the millionaires above the million-dollar level in mainland China is 39 years old, younger than 15 years old, and the wealth has grown faster. These wealthy owners have an average of 3 cars and 4.4 watches. The average annual consumption is 1.7 million yuan. It is certain that their spending power is far more than that.
Although there is a huge potential market, there are various problems in the use of yacht services in China. Currently, the maintenance and maintenance facilities of some domestic yacht clubs are not perfect, and professional technicians in this area are also seriously lacking. Many people have used the yacht but have nowhere to use it, but have added many annoyances.
Brunswick's one-stop service fills the gap in the use of domestic yacht services. It is reported that the concept of Brunswick's one-stop service is very similar to the 4S of the car. Its key word is "Set in one". The founders of the Brunswick domestic yacht club will recommend marinas for yachts and assist in arranging transport lifting and other related matters.
The second is to provide training on the use of yachts, such as yacht licenses. Brunswick partnered with the Maritime Affairs Bureau to train customers at local clubs. With regard to the use of common sense in yachts, Brunswick arranges professional technicians to explain the daily use and maintenance of yachts to customers.
In addition, the one-stop service similar to the automobile 4S covers all aspects of one-stop service, including yacht display, test drive, sales, routine maintenance, damage repair, and driving training.

International yacht giant aims at the East
At the 2010 Shanghai Yacht Show, Ferretti, Azimut-Benetti, Beneteau, Princess, Fairland, Brunswick, and Arnold, the world's top three yacht manufacturing groups, carried their top yacht brands. The new boat appeared in high profile and won a lot. A yacht giant's battle for the Chinese market has caught up.
In fact, as early as 2008, the Chinese market has entered the sight of the world's yachting giants. The Princess of St. Petersburg in the UK, Rivera in Australia, Beneteau in France, Ferretti in Italy and Azimut in Germany, Bavaria in Germany and other top global yacht brands all set up offices in China in the same year, forming an opportunity to be close to China. . China has already changed from a “factory of the world” to a “sharp fragrance” that is being robbed by international luxury giants, and the consumption structure has shifted to high-end consumption.
The combination of soft and hard conditions in China's yacht market has made international yacht developers interested in the Chinese market. At the yacht economy theme forum held in March this year, Mr. Bepad, president of Pearson Marine Group, who had visited China for three times to inspect the yacht economy, also expressed interest in the Chinese yacht market. "It is an excellent opportunity to develop the yacht industry. China's desire to introduce a yacht lifestyle is exciting. I think China will have the most brilliant future in the yacht industry," said Mr. Bepad.
Ms. Zhang Yao told reporters, “If it is said that private yacht owners did not hesitate to buy yachts at the beginning, this is mostly due to business considerations. In recent years, the owners of Shanghai’s private yachts have changed a lot. It is said that more than 80% of the current yacht owners are on vacation for personal use and have private parties with their families and friends, while about 20% of buyers occasionally have business purposes, inviting customers to embark on a boat ride to enjoy water views and business negotiations. The change is also the driving force for the development of top yachts."
Under the inflation, the billionaires are eyeing the top yachts. According to the latest release of the “The Third Quarter of 2010 China Monetary Policy Implementation Report” by the Central Bank, the potential inflationary pressure is still a subject of great concern. China’s inflationary pressure cannot be ignored. On the other hand, following a series of bad loans, limited purchases, and bad interest rate hikes by the central bank, the real estate market has experienced a severe winter. Investment customers have to find a new area and the yacht industry may be the next export.
The yacht industry is the sunrise industry of the marine economy, and it is also a new industry that the country supports with its development. According to the “Opinions on Accelerating the Development of Tourism Industry” issued by the State Council last year, it supports the development of emerging tourism such as cruise ships and yachts in areas with favorable conditions, and incorporates tourism equipment manufacturing industries such as cruise ships and yachts into the catalogue of industries encouraged by the state.
The visionary rich have begun to act. At the just-concluded Xiamen International Yacht Sailing Fair, it also set a new record for the number of exhibitors and the number of deals: 36 boats were sold in 4 days and the turnover was 129 million yuan. Some yacht sellers said that in recent years, the proportion of mainland Chinese buyers to purchase yachts has increased from 20% to 40%, and it is even more embarrassing to sell them. The yachts that are priced at RMB 10 million only take a look at sales books and buy them on the next day. .
Yachts are regarded as the "big toys" of the rich, and they are also one of the must-have entertainment items in many luxury homes. Yachts are not only a luxury consumer, but also a status symbol and a different kind of leisure. Drive your own boat between blue sky and blue sky, away from the noisy downtown area, get close to nature and explore the true self. In Europe and the United States, playing yacht has become a very fashionable leisure and entertainment. In China, the rich people whose economic strength has grown up have also begun to look at the popular leisure methods in Europe and pursue the joy of life brought by yachts. The buyer who started a yacht at the Xiamen International Yacht Sailing Fair admits that he purchased the yacht for the collective travel of the company's employees. It can be seen that the yacht culture is gradually expanding.

Exclusive Secret: What kind of rich is buying a yacht?

1. Li Ka-shing: Rolls-Royce Yachts
The yacht that Hong Kong's top tycoon Li Ka-shing purchased in 2007 was Riva, founded in 1842. It is one of the world's oldest and most advanced yacht brands. It is known as “Rolls-Royce in yachts” and has always been known as fine. The craftsmanship of hand-carved and ancient and elegant designs are well-known throughout the world. Due to such super-rich yachts, the facilities and furnishings of the cabins are mostly tailor-made, and the interior decoration often fluctuates over 10 million yuan. Therefore, the actual price will generally exceed the basic construction cost. According to market estimates, Li Ka-shing's yachts cost as much as 50 million Hong Kong dollars.
Li Ka-shing, who has always advocated social harmony, has even named the yacht "Harmony." The boat has a total length of 84 feet and can carry up to 20 people, divided into two levels. Unlike ordinary yachts, the top floor of Cantata has a semi-open design. The biggest feature is the upper ceiling, which has a huge skylight. Like a car's skylight, it can open up to allow sunlight and sea breeze into the cabin.

2. Qiu Dachang: Italian giants do their best
In addition to Zhao Shizeng, Qiu Degen's second son and Vice Chairman of Far East Development Qiu Dachang also liked to go to the sea. He had just spent the last two weeks swimming with his children and a large group of friends. Qiu Dachang, a dark-skinned man, said: “I like to go for a ride in the sea. In summer, I go to the sea once or twice a month.” In addition to his family, he also invites friends or business partners to go to sea, and his boat is parked in Saigon. The number of yachts in Penghu County is 82 miles long. Even if there are more than 10 people on board, they do not feel crowded.
Qiu Dachang, like other wealthy people, also likes Italian craftsmanship with Italian craftsmanship. His brand name is San Lorenzo. Qiu Dachang bought it in 1990 and named it "Winnie." Although the boat has been in the water for more than a decade, the hull and interior The decoration is still well maintained and the current second-hand price of the boat is worth more than HK$8 million.

3, Kwok brothers: The Navy is fully equipped
The new boats of Sun Hung Kai Properties' three brothers, Guo Bingxiang, Guo Bingjiang and Guo Bing Lian, are also produced by Riva. In recent years, Riva has launched two roughly equivalent super yachts, the Riva 84 Cantata Super and the 80 Opera Super.
The Kuo's brothers' yacht is named "Crystal" and is divided into three levels. The top floor is a deck. The cockpit, kitchen, dining room and living room are located on the middle floor, and the main room and three rooms are located on the lower floor. The whole ship is beautifully decorated, the craftsmanship is exquisite, and the materials used are very particular. If the decks are made of fine teak wood, many of the furnishings are also made of mahogany and beech wood, while toilets are covered with Italian marble. The basic cost of the Kwok brothers’ yachts is HK$32 million. Watercraft motorcycles, speedboats and diving equipment are also attached to the boats. It can be seen that the Kwok brothers not only love to go out to sea but also love the water sports activities.

Yacht Family Getting Started Cheats
To become a private yacht family, you must first register as a member of a yacht club. Second is the purchase or rental of a yacht. The third step is to participate in training and obtain a yacht license. All driver's licenses issued in various places can only pass through the local area and cannot be used for the entire world. It is common practice that yachts over 60 feet in length are driven by the captain, while below 60 feet can be driven by themselves. Fourth, unless the owner of the yacht has his own place to relocate, the yacht is generally required to park at the club berth.
The yacht club generally adopts a membership system. Provide fee collection and provide members with services such as yacht rental, maintenance and maintenance, driving training, pilot sailing, and supporting leisure and entertainment. Taking the Taihu Lake Mercury Club, currently influential in East China, as an example, members are divided into individual members and company members. After paying the annual fee, they can enjoy the club's full service. Members can also purchase club yachts, use internal berths, be responsible for the maintenance of club personnel, and rent yachts to clubs.