1 thought on “Insight in the future, the new features and new preferences of automobile users”
Warren
[Auto House? Industry]? Time has entered 2020. At the beginning of the new decade, how to accurately grasp the user's characteristics and demand preferences for the changing Chinese auto market is the primary problem in front of various car manufacturers. To this end, based on car home big data, we analyze the user's preferences of users' online behavior, car purchase preferences, and potential market segments to show you the new characteristics and new trends of user characteristics and preferences in recent years. "2020 China Automobile Consumption Guide" report will be based on the "Market Trends", "Brand Competition Perseverance", "Brand Consumption Stimulation", "Product Trends", "User Structure Change", "User Features", "User Features" Explanation with six chapters, including preferences, will be released one after another on the industry channel. 30 seconds to understand the full text core point of view: 1, 20-23 is the peak period of users on the Internet, new energy users prefer interactive content; 2. Young users believe in self-judgment, women prefer "communities"; 3. Young users of fuel vehicles pay attention to appearance and interior; young users of new energy are more pursuing personality; 4. New growth points of entry -level product users in the Southwest; Urban offset; 6. Four trends of young users: "national tide", "heroic", "autonomy", "night talk". [User behavior preference] ■ 20-23 is the peak period of the user's Internet access, new energy users prefer interactive content. 20-23 is the daily peak period of users on the Internet. New energy users who prefer to browse cars during this period are lower than traditional energy; at the morning and evening peaks and lunch breaks, the proportion of new energy users browsing car content is slightly higher than that of traditional traditional energy users than traditional than traditional. energy. The new energy users need to interact more, and more than traditional energy users prefer the car community and other columns. At the same time, they are also more willing to obtain rich information through information articles and actively search; traditional energy users prefer to understand product information through the product library. And more believe in autonomous judgment. ■ Young users believe in self -judgment, and women prefer "communities". The young users prefer to understand the model information through the "product library" and believe in self -judgment; older users prefer to understand the experience information of others through the "community". Women users prefer to interact through the "car community", and through the sharing of other people's experience and evaluation, to understand the actual car experience, and at the same time tend to obtain product information through the "product library"; male users prefer to pass " "Information" to obtain car content, enrich the knowledge of the car, and assist car purchase decisions. ■ When buying fuel cars, young users pay attention to appearance and interior, and women are more concerned about fuel consumption, price and brand. Is when buying fuel vehicles, "post -00s and post -95s" are absolute value control, and they also pay more attention to interior, power and configuration. The older the user is, the more concerned about the safety and quality of the product. Men users will be more concerned about quality, safety, dynamicity and space when buying fuel vehicles; female users pay attention to factors such as fuel consumption, price, brand and other factors than men. ■ When buying a new energy vehicle, young users are more pursuing personality, and women pay more attention to services, costs and energy consumption. When buying a new energy vehicle, the "post -00s and post -95s" pay more attention to the configuration, appearance, interior and other factors; Da Yue cares about the practicality of the product. Am male users pay more attention to endurance mileage, safety and quality when buying new energy vehicles; female users pay more attention to factors such as services, costs and energy consumption. ■ Young users are more interesting and entertaining, and female users pay more attention to family and life. In terms of car purchase, young users pay more attention to driving fun, leisure shopping, and showing their personality; older users consider more commutes and short -distance travel; among the after -80s users, they will pick up the elderly or children with the highest proportion. Call users pay more attention to self -driving and work, such as long and short self -driving, running business to visit customers, etc.; female users buy cars mainly for work, life, entertainment and leisure, such as commuting get off work, shopping leisure and showing taste. [Potential market user characteristics -luxury entry -level market] ■ Southwest region has become a new growth point for entry -level product users in luxury brands, "quality upgrades" and low -line cities "under the market Sink "occur at the same time. East China and North China are the main clue sources of luxury brand entry -level products, accounting for nearly 60 %. Southwest region has become a new growth point for the clues of luxury brand entry -level products. The first -level cities are the main clue sources of luxury brand entry -level products, accounting for a slight increase in proportion; the proportion of cities 5 and 6 continues to rise, becoming a new growth point for entry -level products. ■ Deluxe entry-level products are more attractive to "27 ~ 40 years old" and "200,000-300,000 income". among the entry-level product users of luxury brands, the proportion of users of 23 to 40 accounted for a slight increase, and H1 reached 61.9%in 2020; of which, 31-35 years old users rose the most, rising by 2.8%. Is entry -level product users with luxury brands, and the proportion of 200,000 to 300,000 income groups has increased rapidly. Compared with 2017, 2020H1 increased by 10.7%; more than 500,000 income users decreased the most and decreased by 9%. [potential market user characteristics -more than 15,000 Chinese brand market] ■ 150,000 or more Chinese brand user group focus on the central and western and fifth or sixth cities. East China and North China are the main clue sources of Chinese brand products above 150,000, but the proportion has declined slightly. The proportion of users in the southwestern region increased slightly, and 2020H1 increased by 2.6%compared to 2017. The first and second cities are the main clue sources of Chinese brand products above 150,000, but the proportion has declined slightly; 5-6 cities have become new growth points. Essence ■ "23 ~ 35 years old" and "10,000 to 300,000 income" users are the main target customers of Chinese brand upgrades. 150,000 Chinese brand car purchase people, the proportion of users aged 23 to 35 increased slightly, and H1 reached 57.2%in 2020. Among them, users aged 31-35 rose the most, rising by 1.1%. 150,000 Chinese brand users, 10,000 to 300,000 income users accounted for rapid increase; more than 300,000 income users accounted for nearly half. ■ Four trends of young users: "national tide", "heroic", "autonomous", "night talk". Among the "post -95s" young users' brand countries, Chinese brands are third, comparable to Japanese. Young users tend to be higher in medium and medium -sized products, and they prefer "big" cars. "Post -95s" young users prefer the "Car Channel" and "Model Library" columns, and they are more willing to understand the product independently. The "post-95s" users are more concentrated at 21-23 points, especially the tendency to browse cars at 23 o'clock. Summary: Is whether you can accurately grasp the characteristics of target user characteristics and user preference trends, and will determine whether automobile manufacturers can carry out correct production and marketing activities for these changes. Only by carefully understanding the true demands of users and resorting to products can we be invincible in the increasingly fierce Chinese automobile market competition. (Text/car home Liu Xiangyu)
[Auto House? Industry]? Time has entered 2020. At the beginning of the new decade, how to accurately grasp the user's characteristics and demand preferences for the changing Chinese auto market is the primary problem in front of various car manufacturers. To this end, based on car home big data, we analyze the user's preferences of users' online behavior, car purchase preferences, and potential market segments to show you the new characteristics and new trends of user characteristics and preferences in recent years.
"2020 China Automobile Consumption Guide" report will be based on the "Market Trends", "Brand Competition Perseverance", "Brand Consumption Stimulation", "Product Trends", "User Structure Change", "User Features", "User Features" Explanation with six chapters, including preferences, will be released one after another on the industry channel.
30 seconds to understand the full text core point of view:
1, 20-23 is the peak period of users on the Internet, new energy users prefer interactive content; 2. Young users believe in self-judgment, women prefer "communities"; 3. Young users of fuel vehicles pay attention to appearance and interior; young users of new energy are more pursuing personality; 4. New growth points of entry -level product users in the Southwest; Urban offset; 6. Four trends of young users: "national tide", "heroic", "autonomy", "night talk".
[User behavior preference]
■ 20-23 is the peak period of the user's Internet access, new energy users prefer interactive content.
20-23 is the daily peak period of users on the Internet. New energy users who prefer to browse cars during this period are lower than traditional energy; at the morning and evening peaks and lunch breaks, the proportion of new energy users browsing car content is slightly higher than that of traditional traditional energy users than traditional than traditional. energy.
The new energy users need to interact more, and more than traditional energy users prefer the car community and other columns. At the same time, they are also more willing to obtain rich information through information articles and actively search; traditional energy users prefer to understand product information through the product library. And more believe in autonomous judgment.
■ Young users believe in self -judgment, and women prefer "communities".
The young users prefer to understand the model information through the "product library" and believe in self -judgment; older users prefer to understand the experience information of others through the "community".
Women users prefer to interact through the "car community", and through the sharing of other people's experience and evaluation, to understand the actual car experience, and at the same time tend to obtain product information through the "product library"; male users prefer to pass " "Information" to obtain car content, enrich the knowledge of the car, and assist car purchase decisions.
■ When buying fuel cars, young users pay attention to appearance and interior, and women are more concerned about fuel consumption, price and brand.
Is when buying fuel vehicles, "post -00s and post -95s" are absolute value control, and they also pay more attention to interior, power and configuration. The older the user is, the more concerned about the safety and quality of the product.
Men users will be more concerned about quality, safety, dynamicity and space when buying fuel vehicles; female users pay attention to factors such as fuel consumption, price, brand and other factors than men.
■ When buying a new energy vehicle, young users are more pursuing personality, and women pay more attention to services, costs and energy consumption.
When buying a new energy vehicle, the "post -00s and post -95s" pay more attention to the configuration, appearance, interior and other factors; Da Yue cares about the practicality of the product.
Am male users pay more attention to endurance mileage, safety and quality when buying new energy vehicles; female users pay more attention to factors such as services, costs and energy consumption.
■ Young users are more interesting and entertaining, and female users pay more attention to family and life.
In terms of car purchase, young users pay more attention to driving fun, leisure shopping, and showing their personality; older users consider more commutes and short -distance travel; among the after -80s users, they will pick up the elderly or children with the highest proportion.
Call users pay more attention to self -driving and work, such as long and short self -driving, running business to visit customers, etc.; female users buy cars mainly for work, life, entertainment and leisure, such as commuting get off work, shopping leisure and showing taste.
[Potential market user characteristics -luxury entry -level market]
■ Southwest region has become a new growth point for entry -level product users in luxury brands, "quality upgrades" and low -line cities "under the market Sink "occur at the same time.
East China and North China are the main clue sources of luxury brand entry -level products, accounting for nearly 60 %. Southwest region has become a new growth point for the clues of luxury brand entry -level products.
The first -level cities are the main clue sources of luxury brand entry -level products, accounting for a slight increase in proportion; the proportion of cities 5 and 6 continues to rise, becoming a new growth point for entry -level products.
■ Deluxe entry-level products are more attractive to "27 ~ 40 years old" and "200,000-300,000 income".
among the entry-level product users of luxury brands, the proportion of users of 23 to 40 accounted for a slight increase, and H1 reached 61.9%in 2020; of which, 31-35 years old users rose the most, rising by 2.8%.
Is entry -level product users with luxury brands, and the proportion of 200,000 to 300,000 income groups has increased rapidly. Compared with 2017, 2020H1 increased by 10.7%; more than 500,000 income users decreased the most and decreased by 9%.
[potential market user characteristics -more than 15,000 Chinese brand market]
■ 150,000 or more Chinese brand user group focus on the central and western and fifth or sixth cities.
East China and North China are the main clue sources of Chinese brand products above 150,000, but the proportion has declined slightly. The proportion of users in the southwestern region increased slightly, and 2020H1 increased by 2.6%compared to 2017.
The first and second cities are the main clue sources of Chinese brand products above 150,000, but the proportion has declined slightly; 5-6 cities have become new growth points. Essence
■ "23 ~ 35 years old" and "10,000 to 300,000 income" users are the main target customers of Chinese brand upgrades.
150,000 Chinese brand car purchase people, the proportion of users aged 23 to 35 increased slightly, and H1 reached 57.2%in 2020. Among them, users aged 31-35 rose the most, rising by 1.1%.
150,000 Chinese brand users, 10,000 to 300,000 income users accounted for rapid increase; more than 300,000 income users accounted for nearly half.
■ Four trends of young users: "national tide", "heroic", "autonomous", "night talk".
Among the "post -95s" young users' brand countries, Chinese brands are third, comparable to Japanese. Young users tend to be higher in medium and medium -sized products, and they prefer "big" cars. "Post -95s" young users prefer the "Car Channel" and "Model Library" columns, and they are more willing to understand the product independently. The "post-95s" users are more concentrated at 21-23 points, especially the tendency to browse cars at 23 o'clock.
Summary:
Is whether you can accurately grasp the characteristics of target user characteristics and user preference trends, and will determine whether automobile manufacturers can carry out correct production and marketing activities for these changes. Only by carefully understanding the true demands of users and resorting to products can we be invincible in the increasingly fierce Chinese automobile market competition. (Text/car home Liu Xiangyu)