Civil servant car market insight report (2022 Edition) From Yiche Research Institute

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The following is the Civil servant car market insight report (2022 Edition) From Yiche Research Institute recommended by recordtrend.com. And this article belongs to the classification: Automobile industry.

Definition of civil servant car market: subdivided car market composed of personnel in national institutions

According to the industry classification standard of the National Bureau of statistics, civil servants belong to the category of public management and social organizations. This report focuses on the staff of state institutions, including power institutions, administrative institutions and people’s courts, and defines the subdivided car market composed of the staff of state institutions as the civil servant car market;

Due to the relatively unique group of civil servants, it is easy to derive car purchase behavior with its own characteristics, which is a new subdivided car market worthy of study by car enterprises

In recent ten years, with the rapid rise of private consumption and the continuous strengthening of bus reform, the market share of official vehicles has continued to shrink significantly

At the beginning of the 21st century, official cars were still the main buyers of China’s passenger car market, accounting for nearly 50% in 2002. After that, with the continuous improvement of the income level of ordinary families in China, the influx of economical passenger cars suitable for ordinary family consumption such as QQ, F3 and Langyi accelerated, as well as the stimulation of policies such as preferential purchase tax at key nodes, which promoted the consumption wave of private cars in China and rapidly diluted the share of official cars;

With the rapid rise of private car consumption, local governments continue to strengthen the reform of official cars. Especially in 2014, the general office of the CPC Central Committee and the general office of the State Council issued the guiding opinions on comprehensively promoting the reform of official car system and the reform plan of official car system of central and state organs, It is proposed that “the reform of the official vehicle system of the central and state organs and their subordinate institutions managed by reference to the civil service law shall be basically completed by the end of 2014, and the reform of the official vehicle system of local party and government organs shall be basically completed by the end of 2015 “And other specific targets. From 2014 to 2017, the central and local departments at all levels not only reduced the procurement of official vehicles on a large scale, but also handled a large number of stock official vehicles through auction, further diluted the market share of official vehicles and significantly reduced the financial pressure

Due to the sharp contraction of the official car market, the majority of car enterprises were forced to give up the official car market, and the senior management of relevant car enterprises no longer “haggle over every ounce”

In the first ten years of the 21st century, due to the rapid rise of private car consumption, the market share of official cars has shrunk rapidly, but it still maintains a high proportion of annual sales and ownership, and the single car profit is high. It is a “high-quality segment car market” to the letter. Before 2014, competing for the official car market was the core breakthrough for the high-end of Chinese brands. Around the official car market, a large number of high-level cars such as zunchi, Binyue, Roewe 750, Roewe 950, Shengshi, GA5 and Pentium B90 were launched. On key occasions such as the two sessions, representatives of automobile enterprises actively lobbied government departments at all levels to purchase Chinese brands;

Since 2014, the central government has suddenly accelerated the reform of official cars, resulting in the accelerated shrinkage of the share of official cars, which not only forced Geely, JAC, great wall, trumpchi and other “non mainstream official car brands” to strategically abandon the official car market, but also forced the strategic transformation of “mainstream official car brands” such as Audi and Hongqi to accelerate the rejuvenation and compete in the private car market. During the whole 13th Five Year Plan period, there was little appeal from the senior management of relevant auto enterprises to urge relevant departments to purchase Chinese brands

What is the potential value of bus reform? Is it reasonable for auto enterprises to withdraw from the “official car market”?

The core background of the bus reform in 2014 is that with the continuous improvement of the socialist market economic system, the traditional official vehicle system dominated by physical supply is becoming more and more difficult to meet the needs of the development of the situation. The problems such as excessive vehicle allocation, high operation and management costs and private use of buses are becoming increasingly prominent, which are strongly reflected by the society. From 2015 to 2017, with the full implementation of specific policies such as the abolition of general official vehicles and the issuance of transportation subsidies, it has not only achieved very direct social value in preventing corruption and alleviating financial pressure, but also derived many potential values, such as encouraging civil servants to buy cars, expanding car market consumption and promoting domestic demand;

There are many definitions of “official car market”: in terms of the nature of use, official cars are collectively referred to as official cars; In terms of identity characteristics, civil servants’ vehicles are collectively referred to as official vehicles. At the time of large-scale reduction of official cars, once the purchase of cars by civil servants increases rapidly, it is bound to subvert the traditional definition of “official car market” and evolve from official cars to civil servants;

According to the evolution of the above definition, the question comes. How will the civil servant car market develop after 2014? When the majority of car enterprises withdraw from the official car market one after another, have they laid out a civil servant car market?

At a time when the bus market is shrinking rapidly, the civil servant car market has officially ushered in a period of accelerated development

In 2014, the central government clearly proposed to complete the reform of the official vehicle system in two to three years. From 2015 to 2017, by canceling general official vehicles, issuing traffic subsidies and auctioning official vehicles, the number of public vehicles has been greatly reduced, the structure has been optimized, leaders’ personal vehicles have been reduced and emergency and other official vehicles have been increased. After 2018, due to the increase of daily updates, especially the outbreak of the epidemic in 2020, the procurement of some emergency oriented official vehicles has been increased, but the absolute value is still significantly lower than that before the bus reform in 2014;

The bus reform has produced a lot of derivative values, which directly stimulated the purchase of cars by civil servants. The subdivided car market has accelerated its expansion since 2014 and exceeded 1 million in 2021;

The sharp contraction of the official car market and the rapid rise of the civil servant car market have completely overturned the traditional definition of “official car market” and realized the evolution from car centered to people-centered

The bus reform in 2014 is the direct reason for the prosperity of the civil servant car market. The continuous increase in the number of civil servants in China over the past 40 years is the fundamental reason for the prosperity of the civil servant car market

After 2014, the civil servant car market broke out rapidly. In addition to direct or accidental factors such as bus reform, there are also fundamental or inevitable factors;

Nearly 40 years after the reform and opening up (1978-2020), the number of public management and social organizations dominated by civil servants in China has been increasing. It exceeded 5 million in 1982, 10 million in 1993, 15 million in 2012 and nearly 20 million in 2019-2020, providing a basic guarantee for the sustainable prosperity of the civil servant car market;

In recent years, the internal evolution of the civil service team has been conducive to the prosperity of the civil service car market: the number of civil servants recruited after 2018 is young, but the number has accelerated, and the first purchase is the main one, which is conducive to stimulating the first purchase of the civil service car market; At present, the number of employees recruited in 2012-2018 is mainly for car replacement, and the number of people in this stage continues to increase, which is conducive to stimulating the car replacement market; From 1995 to 2011, the number of new employees mainly increased, and the number of people in this stage continued to increase, which was conducive to stimulating the market of car replacement and purchase; Before 1995, those who joined the company were mainly (quasi) retired car buyers, and the number of people at this stage continued to increase, which was conducive to stimulating the elderly car market;

The user characteristics of the civil servant car market are mainly middle-aged, male, highly educated, high-income, married, etc

In 2021, according to the survey data of e-Car Research Institute, the civil servant car market has its own distinctive user characteristics:

As the overall age of the civil service team is significantly higher than that of the Internet and other industries, the civil service car market is dominated by middle-aged users, accounting for 55.80% between the ages of 35-54, significantly higher than 47.20% of the market;

As the civil service team is dominated by men, the civil service car market is also dominated by male users, accounting for 86.72%, significantly higher than 66.44% of the market;

Due to the higher recruitment threshold of the civil service team, the civil service car market is dominated by highly educated users with bachelor degree or above, accounting for 72.86%, significantly higher than 31.17% of the market;

As the income of the civil servant team is above the middle level and more secure, the family income of the civil servant car market is higher, accounting for 49.6% of the total, which is significantly higher than 36.29% of the market;

Due to the relatively stable work, more guaranteed income and higher social status of civil servants, they are naturally “more popular” in marriage and marriage, and marriage will naturally be earlier, making the civil servant car market dominated by married family users, accounting for 90.79%, which is significantly higher than 82% of the market;

The civil servant car market is characterized by middle-aged, male, highly educated, high-income, married and so on. It is a very high-quality segment car market, and should be the battleground for mainstream car enterprises

In 2021, according to the survey data of e-Car Research Institute, civil servant users have their own distinctive characteristics of car purchase:

Due to the stronger car purchasing ability of the civil servant team, the penetration rate of civil servant users in the medium and high price areas of 120000 yuan and above is more significant, reaching about 6%;

Because the car use scenarios of the civil servant team are more concentrated on commuting to and from work, and even cover a small number of official car use scenarios, the penetration of civil servant users in medium and high-level models is more significant;

Since civil servants mainly buy cars for their families, the phenomenon of buying cars for their wives is becoming more and more common. There is also a high penetration rate in the subdivided car market dominated by transportation, such as mini cars;

As civil servants are more low-key, rational and pragmatic, the penetration rate in the Japanese car market is relatively high from the perspective of country, and the penetration rate in the fields of oil and electricity hybrid and pure electricity is relatively high from the perspective of energy form;

The car purchase characteristics of the civil servant car market are more active in subdivided car markets such as medium and high price areas, medium and high-level, Japanese, oil and electricity hybrid, which has great guiding value for the majority of car enterprises to actively layout the civil servant car market

Civil servant users are mainly middle-aged, male, highly educated, high-income, married and so on, helping the development of high-end, high-end, medium and high-end, Japanese, oil and electricity hybrid and other segments of the car market

The civil servant car market is low-key but not cheap. The penetration rate of the second camp of high-end brands is stronger than that of Audi, Mercedes Benz and BMW. Red flag leads the ranking of brand penetration rate of civil servant car market in 2021

The research of e-Car Research Institute found that in 2021, the penetration rate of civil servants in Hongqi was as high as 20.72%, leading the ranking of civil servants’ penetration rate in the car market. But this official car is not the same official car: most of them are no longer paid by the government, but by civil servants themselves; Most of them are no longer used in official scenes, but in family scenes… It not only shows that the reform of the red flag is effective, but also suggests that the red flag has a more targeted layout of the civil servant car market;

The four King Kong Lexus, Lincoln, Volvo and Cadillac in the second camp of high-end brands all rank among the top 5 brands of civil servants, leaving behind the representative brands of traditional buses such as Audi, Mercedes Benz and BMW. The four vajras are much more low-key than abb, but they do not fall in price, which is highly consistent with the many characteristics of civil servants who are low-key and calm, but there is no lack of purchasing power;

In addition to the red flag, Chinese brands are relatively backward as a whole. Chinese brands must catch up with the pace of transformation and upgrading of the “official car market” and accelerate the penetration from the bus market to the civil servant car market;

After any list comes out, e-Car Research Institute will habitually find some car companies for verification. In the process of verifying the penetration rate of civil servants, we found that the user databases of many car companies have big problems, which are significantly different from the actual users, but user portraits are also important reference objects for car companies to plan models and formulate top-level strategies. Car companies are welcome to communicate with e-Car Research Institute at any time

From 2022 to 2026, the consumption potential of the civil servant car market will continue to be released, and the sales volume is expected to impact 1.5 million vehicles. The “official car market” is booming, and car enterprises should attach great importance to it

From 2014 to 2021, the civil servant car market not only benefited directly from the bus reform, but also benefited from the fundamental reasons such as the increase of first purchase, repurchase and rapid influx of (quasi) retirement of civil servants. The driving role of these fundamental factors will continue to strengthen in 2022-2026: the number of fresh college graduates will continue to increase, the employment situation of young people is still grim, and the number of civil servants will remain high, Continue to consolidate the contribution of civil servants to the first car purchase market; With the expansion of university enrollment since 2002, the number of civil servants continues to increase, and the potential of the above-mentioned users will continue to be released; In the 1980s, with the reform and opening up, a hundred wastes were waiting to flourish, and the civil service team was rapidly expanded. Next, these users will enter the retirement stage on a large scale, which will strongly stimulate the elderly car market;

In 2021, the sales volume of China’s civil servant car market exceeded 1 million, and it is expected to challenge 1.5 million from 2022 to 2026. The “official car market” continues to flourish, and the majority of car enterprises should attach great importance to it

Young civil servant users and moped enterprises seize the strategic commanding height of the car market for prospective college graduates

With the continuous decrease of young car buyers and the continuous increase of fresh college graduates, prospective college graduates will continue to strengthen their leading position in the youth car market from 2022 to 2026, accounting for 75%, and competing for the car market of prospective college graduates will become a new core topic of the youth strategy of large car enterprises;

Civil servants born in 1995 and later are almost all college graduates. In addition, their work is more stable and their treatment is more guaranteed. They are high-quality users of the car market for quasi college graduates;

From 2022 to 2026, strive for more young civil servants, which is conducive to the majority of auto enterprises to seize the strategic commanding height of the auto market for quasi college graduates

Increase the number of civil servant users and help car enterprises seize the strategic commanding height of the middle-class car market

For example, taking the family after tax income of 150000-500000 yuan as the middle-class car market, the overall consumption level of China’s car market is getting closer and closer to the line of family income of 150000 yuan. In addition, the central government decided to vigorously build a middle-class society in 2021 and predicted that the proportion of middle-class users in China’s car market will usher in a period of rapid improvement, which is expected to rise to 50% in 2025;

At present, the civil service team is very close to the level of middle-class families, especially the civil servants aged 30-45 who are in the golden period of increasing purchase;

From 2022 to 2026, competing for the middle-class car market is the core strategy and main long cherished wish of many car enterprises. Actively attracting more and more civil servants will help car enterprises seize the strategic commanding height of the middle-class car market

(quasi) retired civil servant users and moped enterprises seize the strategic commanding height of the elderly car market

With the accelerated aging of China’s society and the vigorous development of the elderly car market, the sales volume will exceed one million in 2020, and the market share will exceed 6%. It is expected to be close to 12% in the next four or five years and double its growth;

(quasi) retired civil servants are active users of the elderly car market, with a sales contribution of nearly 10% in 2021. In the next five or six years, the annual number of retired civil servants will soar to 4.5 million, further strengthening the contribution of civil servants to China’s elderly car market;

Competing for the elderly car market is a new topic being studied by many car enterprises. Actively attracting (quasi) retired civil servants is conducive to car enterprises to seize the strategic commanding height of the elderly car market

Civil servant users help car enterprises seize the strategic commanding height of the sinking car market

According to the research of e-Car Research Institute, the sales focus of China’s passenger car market has accelerated to concentrate in big cities, but the urban distribution of civil servant car market is more balanced, and the smaller the city level, the greater the contribution of civil servants to the sales of car market. In 2021, the contribution of civil servants to the sales of first tier cities in Beijing, Shanghai, Guangzhou and Shenzhen was only 2.52%, but the contribution to fifth tier cities was as high as 7.79%;

In recent years, with the accelerated loss of young users, the market sinking strategy of automobile enterprises is facing unprecedented challenges. From 2022 to 2026, with the continuous consolidation of the sales position of civil servants in low-level cities, it will become a new breakthrough for the market sinking of automobile enterprises

The value of civil servant users to the development of the industry is significant. It is a strategic car market for car enterprises to seize many new subdivided car markets

The industry value of civil servant users is highlighted: young civil servant users and moped enterprises seize the strategic commanding height of the car market for prospective college graduates; Increase and replace the purchase of civil servant users, and the moped enterprises seize the strategic commanding height of the middle-class car market; (quasi) retired civil servant users and moped enterprises seize the strategic commanding height of the elderly car market; Civil servant users help the majority of car enterprises seize the strategic commanding height of the sinking car market

From 2022 to 2026, when the majority of automobile enterprises are studying new opportunities in the industry, or racking their brains to think of new opportunities, don’t worry. They can first focus on the civil servant automobile market

Chinese brands have a long way to go to compete for the civil servant car market. Although the multi brand layout of great wall and Geely has sprung up, there is still no specific layout for the civil servant car market

From the perspective of the countries of China’s passenger cars, of course, the Chinese brands are the most bought by users. Patriotic consumption is obvious, and the terminal sales account for nearly 40%. However, according to the research of e-Car Research Institute, the Japanese system was the first choice for civil servants in 2021, accounting for 27.04%, higher than 26.87% of Chinese brands, which is in sharp contrast to the overall distribution;

The majority of Chinese brands don’t rush to blame civil servants. The main reason is themselves. Since 2014, the reform of bus has been promoted rapidly, and Chinese brands have been forced to abandon the “official car market”. In recent years, with the substantial improvement of Chinese brands’ car making strength, Chinese brands have also become a little high-profile. The slogans such as “competing for luxury car market and benchmarking Audi, Mercedes Benz and BMW” are wave after wave, which deviates from the relatively low-key car buying style of civil servants. However, Lexus and Toyota still maintain a relatively low-key style, and strive to highlight product quality such as reliability and energy saving, which once again hit the consumption pain points such as rationality and pragmatism of civil servants, and jointly improved the competitiveness of Japanese civil servants in the civil servant car market;

In recent years, the multi brand layout of great wall and Geely has sprung up, but there is still no specific layout for the civil servant car market. From 2022 to 2026, the civil servant car market will continue to improve. It is suggested that the majority of Chinese brands should not only shout slogans, but also serve the civil servant users in a low-key manner, and strive to keep up with the new opportunities of the transformation of the “official car market” from the official car market to the civil servant car market. To say the least, Chinese brands can do such a difficult thing with a high profile. Shouldn’t it be difficult to keep a low profile? For example, can Wei school test the civil servant car market?

The “de official car” of Audi and Hongqi should not be over corrected, and the civil servant car market should become a new blue ocean for both

Once Audi and Hongqi were typical “official cars”, but both suffered a great impact after the bus reform and were forced to move to the private car market. Fortunately, the transformation is still successful;

From 2022 to 2026, the civil servant car market will continue to develop, which is a good opportunity for Audi and red flag with stories. Maybe people have to use their strength, but they may be much easier. It is suggested that Hongqi upgrade its efforts for civil servant users as the main strategic line, open up the four product systems of H, l, s and Q, and create a better consumption environment for hitting 1 million vehicles in 2025

Civil servant users have significant strategic value for specific car enterprises, which is conducive to optimizing, cultivating and excavating the development mode of specific car enterprises

2022-2026 will theoretically become a critical period for the development of automobile enterprises in China: how to transform and upgrade Chinese brands and consolidate the dominant position in the market; How Toyota can surpass Volkswagen in an all-round way and consolidate its leadership position; How to cultivate new growth points for Hongqi and Audi; How does the high-end second camp continue to increase the volume

The research of e-Car Research Institute found that civil servant users play a vital role in the development of many car enterprises: it is conducive to optimizing the multi brand matrix of Geely and great wall; It is conducive to cultivating new growth points of Audi and Hongqi; Conducive to tapping the potential of the Japanese system; It is conducive to the development of high-end second camp brands

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