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2015 China's auto market consumer trends and customer insight

Research Background:

    China's auto market is slowing down sales in 2015, entered a new stage of maturity, the future of car sales market opportunities needs to grasp. Automobile manufacturers and dealers need more keen to capture user demand trends, a deep understanding of user needs, thus prospective layout, place in the coming fierce competition.

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    Bitauto car hand in hand with Roland Berger, through the online behavior of car users depth of excavation (Bitauto to drive big data, Bitauto car index), features trends of car users preferences, composition and other groups for resolution. Big joint user data and insight research advantages and common car user market trends for 2015 review analysis, in order to provide a useful reference for the industry.

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The Chinese consumer preference trends of car users


    From the price, model level, the brand of country, regional and city-level aspects, we can see that China has car users among some clear trends in consumer preferences. For the purposes of the overall market level, own brand sales and market share increase, in 2015 China's auto market is an obvious feature, and this one, SUV models continue to push new and hot sales contributed.

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    Meanwhile, the "iterative" feature of China's auto market is also the choice of consumers in highlighting the car prices. On the one hand is the first time a large number of car users, 12 million or less focused on economic entry model of consumption; the other is to improve the type of consumption share of 250,000 yuan or more models increase significantly. This "two hot" consumer characteristics, so that China's auto market research more diverse user needs.

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    In the high-end needs to improve the SUV and MPV models for the purchase of redemption is also a major choice, even crowding the A-level and the share of smaller cars, a direct result of shrinking the market. The SUV and MPV has become the only two still maintain a share of the growing market segments, except that we expect will soon usher in an MPV market share "ceiling", lack of growth potential.

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    Similarly, if the country is divided brand, its own brand has become the only market share growth this year, the Department do not, the rest of the country brand, with the exception of Japanese brands because models share the diversity policy and other factors kept constant outside, market share has decreased to varying degrees.

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    But if further subdivided, will find its own brand SUV product growth came mainly from the rapid expansion of 12 million or less, especially low-end SUV products; and 12-18 million in the mainstream market, independent brands and foreign brands have each with the SUV in product realization "up" and "dropping"; The higher price of 180,000 yuan more than the market, although the share of own brands grew by 1%, but is still the biggest source of profit joint venture brands accounted for nearly half.

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    In fact, with the rapid expansion of the share of own-brand products accompanied, quick release low line city car consumption potential. Four or five cities in the automobile market, has become the only market share growth in the region, and its total sum of more than 50% of China's automobile market overall sales.

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    Low-tier cities as first-time buyers crowd the most concentrated area, its product selection undoubtedly prefer economy. Bitauto car sales index from the index point of view, 180,000 yuan the following market segments, growth in four or five cities the most obvious. But also important to note that, in the market of more than 180,000 yuan, consumption of four or five lines of the city is still maintained a growth.

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    In zoning, the eastern coastal provinces still maintained the largest share of the mainstream car market position, but can not be ignored is that the growth rate of car sales in the Midwest generally high, especially in Hunan, Hubei, Anhui, Jiangxi, represented central provinces, although the market share of just over 2 percent, but the growth rate is almost the highest in the country.

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    Even more interesting is the difference in product demand make the car the crowd has been further subdivided, with Roland Berger professional analysis tools, we can see significant differences in the east and west of automotive products consumer preferences, basically presented from west to east gradually to product quality tone and offset by the economic practicality of the situation.

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    But the conventional wisdom is different, we decided this was not the main factor in the price difference requirement. As can be seen from the figure, the average prices of each of the major regions of the country the car is almost the same, but pay attention to the brand in eastern and western preference for utility vehicles, Northern user "love" regional differences in the Volkswagen brand and exceptionally clear, people have mixed feelings Chinese car market regional diversity and differentiation.

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2015 Chinese auto consumers constitute trends

The Chinese auto consumers constitute trends

    In addition to a comprehensive interpretation of the past year, consumer preference trends in China's auto market, car brand to help clients grasp the changing needs of users car from a macro perspective, Bitauto car also co Roland Berger automotive consumers from structural changes, typical consumer groups and user groups and other typical brand a deeper level, the Chinese automobile users to complex market depth and multidimensional insight to provide more of a reference for the industry as understanding consumers.


    To constitute a change in the Chinese automotive consumers, for example, after experiencing 10 years of rapid development, has been the mainstream consumers have become past tense, while the mainstream automobile consumer groups coming and what are the characteristics? We conducted a nuanced insight from age, sex and region on several levels.

1. younger leading consumer trends

    Younger car mainstream consumer groups have no doubt, the only question is how to deal with 30 years or more younger consumers a new definition of car brands, products as well as service levels, which are different from the response, has not only automobile manufacturers unilateral will be resolved.

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    "After 85", the 30-year-old threshold defined, which now accounted for nearly 4 percent, and the trend is still expanding. Young consumer groups not only more spending power, their definition of the car gradually from the concept of "assets", the essence gradually to "consumer goods" in return, and thus lead to more individual requirements.

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    If the age limit will be further relaxed, the whole "80" are all included in the category of young users, we will find that they not only have occupied half of China's auto consumers, which is different from the "senior" as a new philosophy of life, and even social online shopping, information sharing, knowledge acquisition channels and so has undergone enormous changes.

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    Perhaps it can be said, compared to 60 after 70 after more instrumental, more attention to the identity of the representative of the automobile consumption patterns, 80 in car consumption "tag" less and more simple, but its personality, fashion behind, but still rich in content, intergenerational replacement of such consumer groups, and even reverse-drive car manufacturers brands Reconstruction and product placement.

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    Broader extension lies in the low-frequency sub automobile consumption, long features, users also drive younger dealers, after-market and other aspects of the more comprehensive "car life" angle change, and not just stay in the sales , sale, and service a single level. To some extent, this change also means new business opportunities.

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    But it is undeniable that, as far as the product level, because after all, most of them young consumers in the early career, in a dual-boot economic pressures and individual needs, the economic price of a compact car or an option for most people. This young users nowadays partial small SUV selling situation seems inconsistent, and 30 years of age the user greater market share in the SUV, and perhaps can be explained from the perspective of the home price and more population.

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    If the occupation, income and other factors are further subdivided, you will find purchase options for young consumer groups also presented a more diverse differences, different professions and income groups, in each price segment models, the propensity to buy has a very significant different degrees , for example, in the minds of ordinary people and other groups of civil servants moderate stability in the choice of models also tend to be conservative.

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2. The rise of female power consumption

    Another closely associated with younger trend is the rise of the female consumer groups. At present, women owners accounted for more than 30%, in a specific model, price and brand selection factors, female consumers showed more distinctive features, which also younger age structure than the same level of male owners.

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    From accounting for 17% to the current 29%, Chinese women owners only five years, the speed is quite fast. Compared to Europe and other developed countries, the proportion of female owners, nearly half of China's auto market, consumer marketing action for women is obviously still not a small space for the upgrade.

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    Not only the number rising fast, female users in selected car is also exhibited distinctive features. In short, it is to be particularly sensitive to the perception of the elements, regardless of appearance, quality or comfort, are factors that female users selected the most preferred car, in other words, "I feel good," was the first woman selected cars a condition.

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    Another interesting phenomenon is that the proportion of female users select more than 12 million in high-end models, significantly higher than men, although preference for smaller models, but overall more expensive, more upscale, which is also female users prefer foreign brand cars related.

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    From the age composition of female owners is generally lower than men this point of view, younger, more female users personality is a distinct characteristic. Women and younger users, a certain degree of overlap, how to understand and impress these user groups, but also for many car manufacturers marketing activities, proposed update of the subject.

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3. Low-city consumer demand release

    Earlier in the divided city level to consumer trends, the demand growth of four or five cities have been discussed. If four or five lines or even lower level of the city is defined as the bottom line city, you can see the last noteworthy trend - sustained release low-tier cities automobile consumer demand. It's not just car manufacturers layout for many years, "channel sink" As a result, the change is even more low-tier cities consumers a series of new requirements.

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Car sales on the transfer to a low-tier cities, almost is the industry recognized the views, the reason not to go into details, we can see the data existing sales accounting for low-tier cities has reached 70 percent, and we expect this share will rise next year 7 percentage points.

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    Features specific to the needs of lower-tier city consumers, you can see the low-cost, MPV, its own brand of these three key words, in terms of price or product type, these hot models lower-tier cities, it seems to be able and this year, sales of own-brand high echoes. Clearly, the vast low line market there are more possibilities.

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    The same can not be ignored, there are low-tier cities consumers important position in China's luxury car market. Over the past five years, the low-tier cities luxury car market compound growth rate 6 percentage points higher than the developed cities, the proportion of its sales are way to maintain an upward trend, currently accounting for more than 60%, believe that the future of these "long tail" Better City, It will bring to market more surprises.

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Analysis of the six ethnic Chinese auto consumers in 2015

The Chinese auto consumers six groups

    Typical consumer groups, is only from a sociological level observed clustering of automotive consumers. In the most basic of gender, age, income, social class, etc. to be divided, in order to achieve different characteristics for consumption analysis and cognitive crowd.

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    Bitauto car joint Roland Berger, a large mass of data in order to calculate the basis of population property, vehicles access preferences, geographical features, the car situation, hobbies, etc. epitaxial broadly, by cluster analysis polymerization the most typical Category 6 cars consumer groups. The majority were male, but female consumers are also distinctive. Several kinds of people in the distribution of various indicators, covering almost the most important at present China's auto market, the most widely used typical consumer groups.

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    "Uncle" this somewhat traditional title was given many meanings in the Internet age, in a typical automotive consumer groups, the uncle represents a certain age, socio-economic base of experience and mainstream male consumers. Its brand select the most diversified, and more than 9 percent a favorite SUV models. Perhaps it can be said, the car is their most expensive one big "toys."

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    In contrast, the economic strength slightly inferior "career rise of" men, obviously began to return to "popular." This is reflected not only in terms of brand choice is almost a "loyal German powder", its favorite models are also concentrated in the most traditional sedans. From Audi, Volkswagen to the modern, between the great span of brand choice seems, in fact, it has followed a steady moderate mainline.

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    In the age of the youngest of "affordable men" who, obviously to pure cost-effective route, brand preference in this group has been less pronounced, model-based, brand selection followed a consistent concept car. So its preference models are still concentrated in the car, the biggest feature is like those "affordable" popular models, but the brand of choice across different country already in Japan and America.

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    The same for the young consumer groups, but is in a lower-tier cities, "town youth" are more dynamic in the geographical distribution. Although the limited purchasing power still cost-effective route to follow, but in the choice of brands and models they were significantly more personality. The first is the favored brand of almost 100% of all domestic brands, which is not surprising considering the economic capacity, but its preference for models 98% are concentrated in the SUV and MPV, it had amazing town youth personalized auto consumption how strong demand.

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    Female consumer choice will often make people feel "style mutation", with the older age groups and spending power, "royal sister" who is clearly better than "uncle" were more personal. First, more than half the proportion of all of the German brand preference, but in particular the choice of their own personality and quite, compared to men, they are more diverse selection of models, the high price of personality is not a small proportion of the same car.

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    Younger female consumers still insist on such a personalized route, despite the decline in the price of the car, favorite brands to domestic brands, but in specific models of choice, degree of diversification is not much better. In addition SUV MPV even so distinctive choice, even cars, female consumers are more willing to choose just listed or replacement of new products.f03ef4ae-237b-45d3-abb3-d381447bf295_630

 

2015 portrait of a typical car brand user analysis

The typical user portrait car brand analysis

If sociology indicators cluster analysis of user groups, many analysts do when target customers commonly used method, then the user on the basis of the existing car brand, its user groups were the same type of induction, evenIt outlines the typical user's portrait, and I believe that the deepening of existing customers and develop cognitive significance.


Bitauto car joint Roland Berger first car brand to categorize reflect, were screened out of 14 in their respective fields typical mainstream car brand, find its corresponding user groups also has distinctive characteristics, there is no doubt this clustering approach the value of a typical case study.

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    Under the brand framework, and then integrated demographic attributes, geographic, interest, futures tendency multidimensional information, the portrait of the typical brand user becomes preliminary clear. Especially in the area of spending power and cultural differences the huge Chinese market, some of the brand in the geographical distribution and population tend to have unexpected characteristics.

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    Luxury brand users most attention, we selected four brands, covering mainstream Ashkenazi three luxury brands and most Chinese people familiar Porsche.


    With the traditional image of the same, is the oldest Audi brand users, from politics and business have a high proportion of the accident is located in the Yangtze River Delta region of its users a higher proportion; Mercedes-Benz brand users although older, but mainly from the business community , located in the southwest region is also a bit surprising; while BMW and Porsche are younger users relatively higher proportion of women, the difference is respectively distributed users and eastern Jiangsu and Zhejiang in the south of the Pearl River Delta region have known.

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    US Department of mainstream European joint venture brands, but also has a lot in common. In addition to the Volkswagen brand user distribution concentrated in Beijing, Tianjin and beyond, Chevrolet, Buick and Ford's users are distributed in an even lower line second and third tier cities; In addition to the Chevrolet brand, the owners of the other three brands on the ages and more mature closer.


    Wherein the Volkswagen brand users the highest level of education, the highest proportion of female users the Ford brand, but "IT man" preference Ford, "little meat" preference Chevrolet features also consistent with the general perception.

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    Japan and South Korea joint venture brand users will exhibit some different characteristics. The first is the Japanese brands are more concentrated in southern distribution; although income level not lower than the European and American systems joint venture brand users, but their ages generally lower; at the city level distribution, Japan and South Korea are even more interested in second and third tier the lower line of the city, apparently having no small "mass base."


    Another noteworthy trend is that with the decrease of the average price of the car brand, Korean brand user groups beginning with its own brand user in age, regional distribution, income level, education level and other aspects of convergence appears even coincide.

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    Of course, users of domestic brands also reflects the distinctive features, such as BYD brand all groups of users is obviously the youngest, and Harvard brand users into on age, income level, clearly belongs to the middle-aged owner of small and medium cities, even their love to drink is also distinctive characteristics.


    Changan brand users more personalized, based on the origin of the advantages and Changan brand product selling SUV, its users are distributed quite concentrated in the Southwest, although the user age is not the youngest of all brands, but its point of interest focused on the movie , comics, games and other fashion field of view, to the southwest town of user-defined "playing baby" is not excessive.

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Based on the above typical car brand user portrait can be seen, although the option to purchase in China's auto market, the impact of brand tonality is often hidden factors, but ultimately classify a brand user can often see some similar groups cognition and value orientation.


From this perspective, to create a sense of identity and belonging to produce brands in the values dimension is undoubtedly the ultimate means of various automobile manufacturers. I believe that with further development of the Chinese automobile market, not only the interpretation of the localization of foreign brands need to do brand connotation, domestic brands are more likely with the gradual maturity of consumers, established his own brand of tonality.


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