Automobile industryresearch report

China Commercial Vehicle Market Research Report in 2021 From Great Arithmetic & Wilson

The following is the China Commercial Vehicle Market Research Report in 2021 From Great Arithmetic & Wilson recommended by recordtrend.com. And this article belongs to the classification: Automobile industry, research report.

2020 is an extraordinary year for China’s auto market. Under the dual pressure of epidemic and economic downturn, the overall auto market is complex and severe. Although demand rebounds in the second half of the year, the overall auto market still shows negative growth. According to Wilson’s data, in 2020, the sales volume of passenger cars will drop by 7.3%; while the commercial vehicle market will rise against the trend due to the joint blessing of policy, product, marketing and other factors, with the annual sales volume increasing by 18.7%, which is one of the highlights in the stock market competition.

2020 is an extraordinary year for China’s auto market. Under the dual pressure of epidemic and economic downturn, the overall auto market is complex and severe. Although demand rebounds in the second half of the year, the overall auto market still shows negative growth. According to Wilson’s data, in 2020, the sales volume of passenger cars will drop by 7.3%; while the commercial vehicle market will rise against the trend due to the joint blessing of policy, product, marketing and other factors, with the annual sales volume increasing by 18.7%, which is one of the highlights in the stock market competition.

In this context, juliangsuan, together with Wilson, scanned and insight into the commercial vehicle market, and released the “Qi Shi Huan Xin” ——Research Report on China’s commercial vehicle market in 2021 discusses the current situation of commercial vehicle market, online ecology, crowd characteristics and other dimensions, summarizes the observation and thinking of commercial vehicle market and its market segments from different perspectives, and creates new perspectives and new business opportunities for enterprises to have insight into the market.

Market status

Contrarian growth of commercial vehicle market

Although the commercial vehicle market was greatly impacted at the beginning of 2020 (the growth rate in the first quarter fell by 30% year-on-year), it began to warm up in the second quarter. The overall performance of the annual sales volume far exceeded expectations, with the cumulative terminal sales volume reaching 4.54 million units, an increase of 18.7% year-on-year, realizing the growth against the trend.

The era of commercial vehicle 3.0, characterized by “market centralization”, “high-precision products”, “younger customers” and “digital marketing”, is accelerating

Market centralization – the share of top 10 truck and bus companies is further expanded compared with last year, and the market concentration is also gradually increasing. With the improvement of market concentration, brand marketing has become a key topic in the future.

High precision products – in recent years, with the gradual deep integration of cutting-edge technology and automobile manufacturing, the promotion and application process of intelligent networking in the commercial vehicle industry has been accelerating, providing more possibilities for the digital marketing of automobile enterprises.

Younger customers – in the field of commercial vehicles, the proportion of young customers under 40 will be 73% in 2020, which will increase by 5% compared with 68% in 2019, and the customers will be younger. And such users pay more attention to the value of information, online guidance will be more effective.

Marketing digitization – Online ecology outlines the whole scene for the consumption experience of commercial vehicles, from gaining customer insight to after-sales service, realizing the closed-loop integration of online product consumption and offline store service, so that each scene can be reached with customers.

From the four characteristics of the commercial vehicle market, digital marketing and user operation will be the next key layout of commercial vehicle enterprises, and the exploration and innovation of the stock market in the future will be to explore new increment from the online.

Marketing Trends

The online trend of commercial vehicle content is prominent, the content scale is rich and diversified, and the online position is promising

In 2020, the epidemic will have a far-reaching impact on the overall automobile market, including the commercial vehicle industry, and consumers’ attention will gradually shift from the traditional marketing mode to online marketing. By the end of 2020, the content scale of commercial commercial tiktok increased by 206%, and the content playback volume increased by 174% over the same period, which is higher than that of the auto market.

At the same time, the breadth and depth of commercial vehicle content are improved. In terms of breadth, the cumulative volume of commercial vehicles in 2020 tiktok exceeded 7 million 610 thousand, and the total volume of broadcasting was more than 110 billion times. In depth, the content of commercial vehicles is triggering the user’s emotional resonance in multi-dimensional scenarios, and guiding users to keep watching.

Effective transmission of commercial vehicle content value

With the expansion of commercial vehicle content scale and the effective transmission of content value, more users are affected, and the potential audience is expanding. By the end of 2020, the number of users of commercial vehicle content will increase by 40% compared with half a year ago, and the number of active search will increase by 273%.

Content structure

The content covers the whole scene, and short video and live broadcast form a joint force

From the side of content output, the content ecology of freight cars in 2020 tiktok up rapidly, and the content of the voice platform content showed a continuous growth trend, and the content release volume increased by 776% in December.

Commercial vehicle content includes pre-sales and after-sales scenes, covering the whole link of “car watching – car selecting – car buying – car learning – car using”. The number of “car watching / car selecting” content accounts for more than 25% of the overall scene, and the degree of online car watching / car selecting is getting higher and higher.

“Intelligent”, “driverless”, “automatic driving” and other key words related to the sense of science and technology have greatly increased, and “science and technology” has become a factor that commercial vehicle users attach great importance to.

In addition to the growing maturity of short video content, the live broadcast of commercial vehicle industry has also enriched the ecological prosperity of content position, and formed a joint force with short video to continuously improve the ecological environment of commercial vehicle position. After the outbreak of dividend period, live marketing has evolved into normalization.

The online trend of commercial vehicle content is prominent, the content scale is rich and diversified, and the online position is promising

In the field of pick-up segment, with the diversification of pick-up functions, more people are covered, the content ecology breaks out, the supply and demand are stronger, the user’s willingness to actively understand the pick-up has increased, the online ecology of pick-up has great potential, and the content is in short supply.

In the top 10 of bus related keyword search, there are seven content searches about the segment market — RV, which shows the user’s attention to RV, and RV has become a new highlight in bus content.

Population characteristics

The change of characteristics is more obvious, covering a wider population

The urban line level distribution has its own merits. The proportion of people interested in freight cars in the third and fourth tier cities is more than 20%, and there is great potential in the future. However, the potential of pick-up customers in second tier cities is large. Bus users are mainly distributed in second tier and third tier cities, and RV users are mainly concentrated in first tier and second tier high-speed cities.

From the perspective of gender, the proportion of female users is expanding, and deep cultivation of female user demand is also the main topic of future car enterprises. Female truck users accounted for about 10% of the total number in December, up from 8% at the beginning of the year, showing an expanding trend. In the bus field, female users account for 19%, higher than the overall commercial vehicle market (11%) and Truck Group (10%), especially in the RV field, female users account for 22%.

The trend of population younger is obvious. The proportion of young users is increasing in both truck and bus interest groups. Compared with the beginning of the year, the proportion of truck users aged 24-30 increased by 4.3%, and the proportion of truck users aged 41-50 decreased by 3.5%.

Among bus users, 31-40-year-old people account for more than 40% and have great potential in the future, while 24-30-year-old people also have great consumption potential.

User concerns change. Although fuel saving is still the common decision-making point of the young and the parents, young card friends pay more attention to the brand and safety and comfort, and less sensitive to economic value; brand awareness has become a new focus of young users, and the proportion of products and auxiliary functions of vehicles has also increased. Trucks have changed from pure “production tools” to “business partners”, and users’ decision-making on car purchase is more difficult Personalized.

In particular, users are becoming less sensitive to the commercial attributes of pickup trucks, while the scale of high-value users who pay attention to brand, off-road performance, and modification space is growing.

Among the factors of concern for passenger cars, users pay more attention to the brand. In 2020, the number of brand searches will exceed 1 million, and the brand value needs to be further transmitted to users.

And for people of different ages, the factors of purchase concern are also diversified. Take the pickup field as an example, the life circle and attitude of the three key age groups are different, and the focus of car purchase also shows distinct differences.

In terms of the interests and hobbies of the crowd, commercial vehicle users are more concerned about technology products and technology information. In addition, pickup truck users and RV users are also interested in travel, folk customs and other tourism content.

epilogue

Digital marketing and user operation provide new engine for commercial vehicle enterprises

Digitization is changing the marketing environment of the current automobile industry. Commercial vehicle enterprises should also turn their marketing thinking to long-term business thinking. Through accurate user insight and continuous and effective operation, they can make long-term investment in consumer loyalty and precipitate long-term customers, so as to obtain sustainable and stable value.

It is the main keynote of the future to develop a new marketing position, which is the key to the smooth start, and also an important factor for commercial vehicle enterprises to win in the 3.0 era. In the stock age, the effect oriented marketing idea brings new opportunities for the growth and development of the commercial vehicle industry. Only by following the industry trend, actively exploring new marketing mode and refining user operation, can we continuously inject new vitality into the development of automobile enterprises.

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