保时捷优化零售网络 在华首家直营店开业

Core Insights - The opening of the Beijing Chaoyang Porsche Center marks a significant shift in Porsche's sales and service strategy in China, being directly managed by Porsche China [2] - The luxury sports car market has faced a downturn in sales over the past two years, impacting Porsche's performance, particularly in the Chinese market [3] - Porsche is adapting to market challenges by optimizing its retail layout and increasing R&D investments in China [4] Group 1: Store Opening and Strategy - The Beijing Chaoyang Porsche Center is a merger of the previous Chang'an and Jinkang Porsche Centers, representing a new direct management approach by Porsche China [2] - The new center is the first to be built under the "Rui Jing Plan," focusing on enhancing customer experience through improved service areas rather than expanding showroom space [4] Group 2: Market Performance - In 2024, Porsche's global sales are projected to be 311,000 units, a 3% decline year-on-year, with Chinese market sales expected to drop by 28% to 57,000 units [3] - The number of Porsche dealerships in China has decreased from 150 to 121 in 2024, reflecting the pressure on dealers due to declining sales [3] Group 3: R&D and Technological Advancements - Porsche has established a new R&D center in Shanghai, which is set to begin operations soon, indicating a commitment to local market adaptation [4] - A new generation of a China-exclusive in-car infotainment system has been developed, integrating local technologies and expected to launch in 2026 [4]