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Insight report of single car buyers in 2020 From E-Car Research Institute

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The following is the Insight report of single car buyers in 2020 From E-Car Research Institute recommended by recordtrend.com. And this article belongs to the classification: Automobile industry, User Research, research report.

For a long time, family users have been the main consumers in China’s car market, accounting for more than 85% of the sales. Lengthening, mean design, children’s safety and other demands have gradually become the core consideration standards of the majority of car companies. Many brands, such as Volkswagen, which is highly focused on the family car market, have achieved good results.

In recent years, China’s single population has increased rapidly, and the proportion of population is expected to exceed 20% in 2020, 25% in 2025 and 30% in 2030. The increasing proportion of single car buyers has led to large fluctuations in sales volume of some brands dominated by family users. From 2020 to 2030, the proportion of single car buyers is expected to exceed 15% in 2020, 20% in 2025 and close to 30% in 2030.

According to the current standard of 20 million passenger cars per year, once the proportion of single car buyers exceeds 15%, the sales volume will reach 3 million, which will become one of the core segments of the car market. If it exceeds 20% and nearly 30%, the annual sales volume will reach 4-6 million, the single car market will become a pivotal new segment of the car market. Volkswagen, Hyundai, Buick and other brands with family users as the core should actively adjust their strategies to cater to the single trend.

Text of the report

Insight report on single car buyers (2020 Edition)

From 2014 to 2019, the number and proportion of single groups in China will continue to increase. In 2019, the single population will be close to 300 million, accounting for more than 20%

The number of unmarried, widowed, divorced and other groups will continue to expand, together with the growth of China’s single population. According to the statistical yearbook and data from relevant institutions, the number of single people in China was less than 150 million in 2014, accounting for only 10%, and nearly 300 million in 2019, accounting for more than 20%. In just five or six years, the number of single people in China has doubled. In the face of such a dramatic evolution, how should the majority of car companies, which are still mainly family users, actively respond and seize the new opportunities?

Less marriage, more divorce and other changes in marital relations, increase the proportion of single people in China

In recent years, fewer and fewer marriages and more and more divorces are the direct reasons for increasing the number of single groups in China: from 2014 to 2019, the number of married couples will continue to decline from 13.067 million pairs to 9.471 million pairs in 2019, falling below 10 million pairs. The marriage rate continued to decline from 9.6 ‰ in 2014 to 7.2 ‰ in 2018; the number of divorce pairs increased from 3.637 million in 2014 to 4.154 million in 2019, and the divorce rate increased from 2.7 ‰ in 2014 to 3.2 ‰ in 2018. Both the number of marriage and divorce, or the marriage rate and divorce rate, are getting closer and closer, so that the new Civil Code stipulates the “cooling off period for divorce”, which takes 30 days to keep both parties in the cooling off period and press the pause button for impulsive divorce

Aging, high mobility, gender imbalance and other demographic changes will increase the proportion of single people in China

China’s population structure is relatively abnormal, and the evolution is relatively fierce, which expands the single population: from 2014 to 2019, the number of people aged 60 and above in China will continue to rise from 212 million to 254 million, and the proportion of the population will rise from 15.50% to 18.10%. The more the elderly, the more serious the loss of spouse, the more single people will be. From 2014 to 2019, China’s floating population will slightly decline from 253 million to 236 million, but still as high as 200 million And the urbanization rate continues to rise, reaching 60% in 2019, which means that there are still a large number of people who can not be effectively integrated into the urban security system and have to pay higher costs of childbirth, house purchase, medical treatment and education, indirectly expanding the single group; the imbalance between men and women in China is more prominent from 2014 to 2019, which has been maintained at a high level of 30 million people, including 715 million men and 685 million women in 2019 There are 30.49 million more men than women, and the sex ratio of the total population is 104.45 (with 100 women). It is desirable to have no wife, and a large number of men have to be single

996 and other work environment changes to increase the proportion of single people in China

With the rise of Internet enterprises represented by bat, 996 and other flower style overtime are more and more common. According to the survey reports issued by boss direct employment, Zhilian recruitment and other institutions, the proportion of daily overtime work exceeding two hours in 2019 is more than 20%. Among them, the proportion of daily average working hours of product, technology, design, operation, sales, legal and other posts exceeding 10 hours exceeded 20%. In addition, in China’s big cities where young people work, there is a high degree of separation between work and residence, which makes the majority of young people spend one or two hours every day on the journey, which is equal to the 12 hours from 8:00 a.m. to 8:00 p.m., the most golden time for young people to make friends. Almost all of them are consumed at the work level, so it is inevitable to increase the proportion of single people

The evolution of national policies and government calls, such as the expansion of college enrollment, late marriage and late childbearing, will increase the proportion of single people in China

In the past decade or two, China’s colleges and universities have continued to expand their enrollment, with 7 million graduates in 2014 and 8 million in 2018. In 2020, in order to reduce the employment pressure caused by the epidemic, relevant departments are doing their best to further expand the enrollment scale. College graduates are more active than other groups in responding to the government’s call for late marriage and childbearing. From 2014 to 2019, the proportion of married people aged 25-29 in China will drop from 38% to 35.70%, and a large number of leftover men and women will emerge. Taking Shanghai as an example, the first marriage age of men and women continues to rise, and it is predicted that men will be over 33 years old and women will be over 30 years old in 2020

Soaring house prices, changes in children’s education and other living costs have increased the proportion of single people in China

There are thousands of reasons for being single, but the most direct reason is the sharp rise in the cost of living: since 2015, the house prices in all levels of cities in China have witnessed an explosive growth, and the average price in Beijing has soared from less than 40000 yuan to nearly 60000 yuan. In most parts of China, buying a house is a necessary condition for marriage, and soaring house prices are bound to increase the single rate. At present, raising children is the largest expenditure of all age groups in cities at all levels. The “unbridled” education industrialization not only greatly increases the pressure of family life, but also makes married families dare not have children, and even young people dare not marry. “It’s easy to have a child, but it’s difficult to raise a child” has become a common recognition in today’s Chinese society

From the most basic cost of living, to the superstructure of the national policy, as well as the spiritual level of personal values and other aspects of the evolution, China’s single groups continue to grow

The rapid growth of China’s single group is not a flash in the pan, but has a profound social foundation: soaring housing prices, high betrothal gifts, high education and other increasingly high cost of living make many young people afraid of marriage and prefer to be single; 996, long commuting time and other relatively bad working environment make many young people have no time to “love” and have to be single; aging, high income More and more abnormal population structure, such as floating population and gender imbalance, makes it difficult for young people to find another half, so they can only be single; national policies and government calls, such as college enrollment expansion, late marriage and late childbearing, naturally delay marriage and promote singleness; people are increasingly pursuing personal values such as independence and freedom, further expanding the single group; more and more fragile marriages such as divorce Relationships, accelerating the expansion of single groups From 2020 to 2030, college enrollment expansion, aging and many other factors will continue to exist and expand the impact, and will continue to expand China’s single population. Compared with Japan, the United States and so on, China’s single groups still have a lot of room to improve

From 2020 to 2030, the continuously expanding single group will have a strong impact on the consumption structure of China’s traditional car market, which is dominated by family users. Therefore, the majority of car enterprises should attach great importance to it

For a long time, family users have been the main consumers in China’s car market, accounting for more than 85% of the sales. Lengthening, mean design, children’s safety and other demands have gradually become the core consideration standards of the majority of car companies. Many brands, such as Volkswagen, which is highly focused on the family car market, have achieved good results. In recent years, China’s single population has shown a trend of rapid growth. The proportion of population is expected to exceed 20% in 2020, 25% in 2025 and 30% in 2030. In recent years, the proportion of single car buyers is also rising, which leads to a large fluctuation in sales volume of some brands dominated by family users. In the future, the proportion of single car buyers will continue to rise, with the proportion expected to exceed 15% in 2020, 20% in 2025 and close to 30% in 2030. According to the current standard of 20 million passenger cars per year, once the proportion of single car buyers exceeds 15%, the sales volume will reach 3 million, which will become one of the core segments of the car market. If the proportion exceeds 20% and nearly 30%, the annual sales volume will reach 4-6 million, the single car market will become the core segment of the mainstream car companies. Volkswagen, Hyundai, Buick and other brands with family users as the core have to adjust their strategies on a large scale to cater for the single trend

Single car buyers are mainly young people, who have owned cars for a long time, are full of vigor and are ready to go. This group should become the new focus of research on the strategy of car enterprises’ rejuvenation

Single car buyers were mainly young, accounting for 74.73% of the total, while family car buyers were middle-aged, accounting for 70.26% of the total. At present, single users have only three or four years of car ownership, and the shorter the time, the higher the proportion of sales. This shows that the single car market continues to expand and is ready to develop. The average age of family users is more than seven years, which is double that of single users. Single car buyers, who are full of vigor and momentum, have created many new opportunities for the car market: single car buyers contributed a lot to the rapid growth of the new civic in April 2016; the increasing number of single car buyers has provided a more solid consumption foundation for medium-sized sports cars such as the 10th generation Accord and medium-sized sedan SUVs such as BMW X4 At present, mainstream car companies such as Volkswagen, Buick, Hyundai and Geely are in urgent need of continuously tapping the market potential of the rejuvenation strategy. Single users should become the new key research object of the rejuvenation strategy of car companies. From 2020 to 2030, single car buyers will continue to expand and speed up the penetration into the older car market. In addition to enhancing the weight of single users in the rejuvenation strategy, car enterprises have to think about how to promote the middle-aged strategy and seize the new blue sea by taking single users with more prominent youth elements as the entry point

The overall income level of single car users is lower than that of family users, and the differentiation is significant. This structure is conducive to the continuous growth of the second-hand car market and the high-end car market

With only one person’s income and shorter working years, the annual income level of single car buyers is significantly lower than that of family users. The proportion of less than 100000 yuan is as high as 41.94%, which is significantly higher than 30.88% of family users. The proportion of 100000-200000 yuan is 32.26%, which is lower than 38.65% of family users. The Income Differentiation of single car buyers is more significant. In addition to the fact that the proportion of income within 100000 yuan is significantly higher than that of family users, the proportion of income above 600000 yuan is also much higher, because many elites are “left alone” because they are too busy. This structure is conducive to further stimulate the development of second-hand car market and high-end car market: in the first half of 2020, 22.80% of single users intend to buy second-hand cars, and 11.92% of new cars and second-hand cars are considered. From 2020 to 2030, with more cheap luxury second-hand cars coming into the market, and single users becoming older and the focus of consumption turning to re purchase, more single users will flow into second-hand cars In the first half of 2020, 20.49% of single users intend to buy high-end brands, which is higher than that of family users. From 2020 to 2030, high-end brands will continue to reduce prices and promote sales, which will attract more single users and help the annual sales of China’s high-end car market hit 4 million or even 5 million

There is no burden of “raising children”. Single users can buy a house and have fun. The proportion of buying a car and keeping a car is higher, which is conducive to the cultivation of personality, sports and other aspects of the car market, and diluting the share of household use

At present, the burden of “raising children” is like a heavy mountain, pressing on the backbone of most Chinese families. Although the income of single users is not as good as that of family users, there is almost no burden of “raising children” and their personal life is naturally more natural and unrestrained. In addition to the necessary housing loans, the proportion of spending on entertainment, leisure, travel, etc. to release their passion, pursue themselves and cultivate their sentiment is significantly higher than that of family users. The spending on car purchase and maintenance is naturally rising, including self driving travel, visiting relatives and friends The proportion of car scenes is higher than that of home users. This year, Chang’an uni-t, Geely icon, haver dog, civic hatchback and other new cars that focus on personality or cross-country appear on the market, which coincides with the node that single users are ready to go. This is a coincidence and a blessing. From 2020 to 2030, with the continuous expansion of single groups, it will promote the transformation of SUV consumption focus from urban oriented to cross-country oriented, and the overall consumption focus of car market from household oriented to personality oriented. This process will provide a great opportunity for jeep to revive “wild” in China, and also provide a new opportunity for the public to rethink their lives

Single car buyers are concentrated in high-level cities, and their travel is mainly public transport, which promotes the strategic focus of car enterprises to focus on high-level cities and boosts the new travel business of car enterprises

As the employment opportunities of young people such as fresh graduates and Internet porters are more concentrated in high-level cities, and the single group is mainly young people, the proportion of single car buyers in high-level cities is increased, reaching 65.05% in the first half of 2020, significantly higher than 52.95% of married family users. At present, the consumption focus of China’s auto market is shifting from low-level cities to high-level cities. Seizing single car buyers is conducive for auto enterprises to keep up with the new trend that the consumption focus of China’s auto market is shifting to high-level cities. Due to the relatively perfect public transport systems such as public transport and subway in high-level cities, and the fact that the income of single users is lower than that of family users, the proportion of single users’ public transport travel is increased, and this group has more space for car purchase and conversion in theory. The proportion of single users choosing taxi / online car Hailing is significantly higher than that of family users, which can help push cart enterprises to develop new travel business in theory. From 2020 to 2030, with the continuous enrollment expansion of colleges and universities and the continuous transfer of young adults to big cities, the proportion of single users in high-level cities will continue to be increased, the strategic focus of automobile enterprises will be focused on high-level cities, and the new travel business of automobile enterprises will be boosted

The core price area for single car buyers has increased from less than 100000 yuan to 100000-150000 yuan, promoting the consumption upgrading of the first car market and helping the transformation and upgrading of entry-level brands

In the past five or six years, the car purchasing ability of single users has been greatly improved: in the actual transactions of the majority of single car buyers in 2014, more than 40% of them purchased models with a price of less than 100000 yuan, which not only promoted the rapid increase of sales volume of entry-level brands such as Haval, Chang’an, Geely, etc., which are mainly compact SUVs, but also boosted the price reduction and promotion of Volkswagen, Hyundai, etc., and the market sinking; in the first half of 2020, the car purchasing ability of single users has been greatly improved The proportion of single users whose intention is less than 100000 yuan has dropped sharply to less than 25%, the overall consumption focus has moved up to 100000-150000 yuan, and the proportion of all price segments with 200000 yuan or above has increased significantly. In the past two years, the large-scale shrinkage of the car market within 100000 yuan has a lot to do with the active exploration of single users. From 2020 to 2030, the focus of single users’ car purchase is likely to continue to move up to 150000-250000 yuan price zone, which will continue to promote the consumption upgrading of the first car market and help the transformation and upgrading of entry-level brands. What single users lack is not money, but fun. Car companies should not “perfunctory” single users with low-cost models. They should actively create more interesting and value-added models, and warm the hearts of single users with practical actions

Single car buyers pay more attention to price, brand, appearance and power. Single users are the new growth pole of Chinese brands. Retaining single users can keep the future of Chinese brands

Apart from price and brand, there are significant differences between single users and family users: single users pay more attention to appearance, power, configuration and control, more attention to driving performance and more pursuit of driving pleasure; family users pay more attention to safety, space, fuel consumption and maintenance, more attention to use cost and more pursuit of family feeling. Due to the more outstanding brand appeal and driving performance of the German department, more and more attention has been paid by single users. In the first half of 2020, the proportion of intention exceeded 30%, double the actual proportion in 2014. Japan has also greatly improved, and joined hands with Germany to nibble at the single user share of Chinese brands on a large scale, with the latter falling from 47.73% in 2014 to 31.72% in the first half of 2020. As married family users pay more attention to word-of-mouth, fuel consumption and safety, Chinese brands have no advantage in competing with German and Japanese families for family users. It has far-reaching implications for Chinese brands to retain single users from 2020 to 2030. It is suggested that Geely, Chang’an and great wall should adopt rejuvenation strategies to increase consideration for single users

The consumption upgrading foundation of single users is relatively solid, and it is easy to be affected by new cars and sales promotion. In theory, single users and car companies have a vast space for interaction

The main reason for single users to buy a car is the increase of wealth, that is, I have money and I want to buy a car. In the future, with the aging of single users, personal wealth will continue to increase, and consumption upgrading will be more significant. The reason for married family users to buy a car focuses on the conventional replacement purchase, that is, it’s time to buy another car, which is less affected by external factors. Single car buyers are more affected by external factors such as new car listing, policy incentives / promotional incentives, and so on. In addition, new car listing, marketing promotion and so on are the focus of marketing expenses of car enterprises. From 2020 to 2030, with the continuous increase of single car buyers, it is theoretically conducive to expanding the interaction space between car enterprises and users, and improving the conversion rate of car enterprise marketing

Single users are becoming a new leading force in China’s auto market, with high expenses for buying and maintaining cars, positive upward price range, focus on product performance, new car and promotion, etc

The rise of single users boosts the young strategy of automobile enterprises from young families to young singles

There are 227 million people born in 1985-1994, which is much higher than 194 million people born in 1975-1984. 2010-2020 is the golden period for people born in 1985-1994 to get married and have children, and it is also the golden period for large-scale influx into the automobile market. During this period, the majority of automobile enterprises have launched and strengthened the rejuvenation strategy one after another, taking the compact cars, compact SUVs and other entry-level models as the core breakthrough, one after another extending and widening, and actively seizing young family users. In 2020-2030, the population born in 1985-1994 will continue to be over 35 years old and enter the middle-aged stage, and will also enter the divorce tide from marriage tide. In addition, the population born in 1995-2004 is only 182 million, and the young people are less and less eager to get married, which will continue to increase the single rate, especially the young people, so as to increase the proportion of single users and boost the rejuvenation strategy of automobile enterprises From young family users to young single users

The rise of single users promotes the transformation of automobile enterprises’ urban strategy from market sinking to intensive cultivation of big cities

Around 2010, the wave of China’s mobile Internet economy was in a state of “little lotus just showing its tip”. College graduates accounted for about 30% of the population of the same age. A large number of young men concentrated in low-level cities, including a large number of single groups, enjoying the happy life of “seeing Nanshan leisurely”. Some car companies with keen sense of smell began to speed up the market sinking and set off a wave of seizing “small town youth”. In 2020, China’s mobile Internet economy is pervasive and leading the trend of the world. A large number of young people with dreams are flocking to big cities to dig for gold. The proportion of fresh college graduates in big cities will soar to about 50% Single people flock to big cities like migratory birds. The rolling trend has caught many car companies infatuated with “small town youth” unprepared, leading to a decline in sales, or even a precipice like decline. From 2020 to 2030, the big cities will be in full swing, the proportion of college graduates will continue to rise, high-level cities will continue to gobble up more and more scarce population resources like a black hole, and then increase the city’s higher cost of living, faster pace, social isolation, the proportion of single people will naturally rise to a new height of 30%. Intensive cultivation of big cities will become a new core topic for most auto companies in the next decade. Suddenly, looking back, that person is still there, and Tengda Building is revising ppt

The rise of single users promotes the return of vehicle R & D thinking from driver to driver

More than ten years ago, in 2007, in a meeting room of FAW Volkswagen Beijing office, there was a heated debate about the relocation of new Bora. At last, the competent female marketing manager could not hold her anger. She patted the table, rose up and criticized the persistent male model manager: the driver’s car in your heart has gone to hell! It’s time you woke up!

In 2001, FAW-VW introduced Bora (Jetta A2), equipped with 1.8T, and compared with BMW 3 series, which quickly established the reputation of driver’s car in China, but the sales volume has been tepid. With the rapid launch and quantity of corolla, civic and other competitive products, and the small change of Bora in 2006, the senior management and Economic Management Committee of FAW Volkswagen are completely unable to sit still. During this period, focusing on the actual needs of the rapidly growing Chinese household users, Volkswagen R & D personnel extended the wheelbase and reduced the displacement. In 2008, they launched a brand new Bora, which became popular. The monthly sales volume instantly exceeded 10000, and then continued to make efforts to exceed 15000 and 20000. During this period, the new Bora was completely insulated from the driver’s car, and did not mention a single word in any news release, and went all out to build it into a model of home car. Brand new Bora, together with SAIC Volkswagen’s Lavigne, has jointly developed the family car market, opened the “golden age” of Volkswagen in China, and reversed the passive situation of the dispute between Germany and Japan. Hyundai, Kia, Buick, Chevrolet, Ford and many other competitive products follow up and layout the family car market one after another. Under the banner of family, they enthusiastically launch “pick-up cars”.

Although the average monthly sales volume of Bora in the first half of 2020 is still as high as 24000, its momentum is no longer strong. Today, every Bora car sold by dealers is lucky, and the profit mainly depends on after-sales service. Brother Lang Yi of the same family is also struggling, and many competing family cars are even worse. Times have changed, the number of family users is decreasing, and the number of single users is increasing. For single users, the “drag cart” is a burden. From 2020 to 2030, China’s single users will continue to increase, which will wake up the “driver’s car”

The rise of single users boosts the development of hatchback Market

In recent ten years, with the continuous rise of the family users who are mainly born in 1980s, the sales volume of hatchback compact cars in China has declined sharply, and the hatchback compact cars have gradually been marginalized. In recent years, with the increase of single users, the demand for space is reduced and the demand for handling is improved, which helps hatchback small cars to dominate the market again, and helps car enterprises to re layout hatchback compact cars. On July 27, 2020, the launch of Dongfeng Honda’s new civic hatchback sounded the counterattack horn of a hatchback compact car, priced at 143900-166900 yuan. One of the highlights is that the manual transmission is not a starter configuration, but a high configuration version. Love what you love. The launch of the eighth generation Golf at the end of 2020 will further enhance the sound of hatchback compact cars. From 2020 to 2030, with the continuous increase of single users, more car companies will be encouraged to launch relevant models to help the comprehensive revival of hatchback market

The rise of single users boosts the development of cross-country SUV

In 2007, a large number of cross-country SUVs, such as landcooluzer, Prado, Paladin and Pajero, ranked among the top 10 in China’s SUV sales. Later, with the influx of a large number of young families mainly born in the 1980s, the dominant pattern of SUV was quickly overturned by urban SUV. In recent years, the number of single users has increased significantly, forcing the relevant car companies to rethink the layout of SUV. On July 24, 2020, Great Wall Motor Co., Ltd. will present its four complete vehicle brands of Haval, wey, Euler and Great Wall pickup truck in Chengdu 2020 auto show. Among them, cross-country is the core concept. It not only presents semi cross-country and professional cross-country SUVs such as Haval big dog and tank 300, but also shows the professional cross-country SUV platform tank. From 2020 to 2030, with the continuous increase of single users, it will continue to stimulate the off-road SUV market

The rise of single users boosts the development of SUV

After several years of cultivation, the car SUV is now entering a critical period of development, accelerating the penetration from high-end brands such as Mercedes Benz and BMW to ordinary brands such as Volkswagen and Buick, as well as entry-level brands such as Geely, trumpchi, Chang’an and haver. In July 2020, Volkswagen will increase its sedan SUV market again, launch tanyue x, with a price of 235800-295800 yuan. Buick, the core competitor, followed closely. At the end of July, it launched encoway s, priced at 219900-279900 yuan. From 2020 to 2030, with the continuous increase of single users, it will continue to boost the development of SUV

The rise of single users, boost the development of personality brand

Ten years ago, there were very few individual brands focusing on fashion and sports in China’s auto market. In recent ten years, with the continuous increase of family users, even Peugeot, Mazda and other brands with a little personality have been “secular”. In recent years, the rise of single users has partly boosted the development of personality brands such as linker and wey. From 2020 to 2030, with the continuous increase of single users, car companies have to plan their own brand development in the long run: how can Chang’an uni-t achieve sustainable development with the help of single users; how can haver f achieve differentiated development with the help of single users; how can Xingtu get rid of the current confusion with the help of single users as soon as possible; how can the speed of light achieve victory with the help of single users; and how to make full use of the advantages of single users; How do mainstream brands such as Volkswagen and Buick integrate single user elements into their big strategy to realize smooth transformation? How do original personalized brands such as Mazda use single users to realize brand renewal and awakening

The rise of single users boosts the development of used car market

Constrained by income and not considering family factors, single users are more willing to buy second-hand cars. At present, the sales volume of second-hand cars and passenger cars has exceeded 10 million, and 2020-2030 will be the golden stage of the development of second-hand cars in China. During this period, with the continuous increase of single users, it will become one of the core driving forces of the used car market

The rise of single users, boosting the development of new travel business

In recent years, more and more car companies are testing new travel areas such as car hailing, sharing and automatic driving. Many car companies upgrade their new travel business to their core strategy. Compared with family users, single users are more willing to accept new travel services. From 2020 to 2030, with the continuous increase of single users, new travel services will be promoted

Single users boost the transformation and upgrading of China’s auto market from household unification to diversified segmentation

In the past decade, many auto companies have been promoting personalized, sports, cross-country, cross-border and other sub models, but not only failed, but also continued to shrink, because with the large population of the post-80s ushering in the tide of marriage and birth, household consumption has rapidly dominated the consumption pattern of China’s auto market in the past decade, and de personalization and de sports have become the mainstream. At present, the rapid rise of single car buyers has injected new vitality into the pattern evolution of China’s car market. In the next decade, with the continuous increase of single car buyers, personality, sports, cross-country, cross-border, power, manipulation, etc., which echo with single users, will gradually become a new trend, promoting the transformation and upgrading of China’s car market to a new era of multi segmentation

Honda is most popular with single users, abb has been promoted to the top 10

In recent years, with the rise of single users, single car buyers have become a new force in the car market, helping related brands to improve sales and reshape the competitive pattern of the car market: Volkswagen led the list of single users in 2014, and was far ahead; Hyundai Motor ranked second; Ford, Buick, Nissan, Chevrolet, Honda and so on ranked second, and were on a par; Chinese brands only have long history An automobile is listed in the top 10; Audi, Mercedes Benz and BMW are not in the top 10 In the first half of 2020, Honda has become the leading brand that single users intend to buy; Volkswagen has dropped to the third place; Hyundai, Ford, Chevrolet and Kia have fallen out of the top 10; Audi, BMW and Mercedes Benz have been promoted to the top 10; after Chang’an, Geely and haver have also been promoted to the top 10; Nissan’s ability to attract single users has been greatly reduced The change of single user’s car purchase list is closely related to the model launch, technology upgrading and market strategy of relevant brands: the launch of more sporty and cross-border models such as new civic, x-rv and Binzhi, as well as the launch of the earth dream powertrain, jointly help Honda quickly become the first choice of single user; the “unchangeable” TSI + DSG powertrain, lappi and focus on family in recent ten years Customers and other strategies jointly lead to Volkswagen temporarily missing new opportunities for single users; large scale market sinking, model sinking, price sinking, and strengthening sports, crossover and other selling points jointly help Audi, Mercedes Benz and BMW attract more and more single users; Dihao GS, Binrui, Binyue and other crossover and personalized models are launched one after another, continuously upgrading power technology and handling performance Product quality and brand image together help Geely become the most popular Chinese brand for single users. The main sales body of Geely has rapidly focused from the highly subdivided “five tiger generals” to the family car model Xuanyi, resulting in the continuous loss of single users of Nissan The change of single user list may not correspond to the change of brand sales volume one by one. Although Honda has quickly surpassed Volkswagen and become the favorite brand of single users, the sales volume of Volkswagen is still significantly higher than that of Honda. In recent years, Chinese brands such as Geely, haver and Chang’an, and high-end brands such as Audi, Mercedes Benz and BMW have all been promoted to the top 10 of single users, and the sales performance of the above brands is relatively stronger; Hyundai, Ford, Kia and Chevrolet have fallen out of the top 10 of single users, and the sales also show a downward trend. From 2020 to 2030, the number of single car buyers will continue to increase, playing a more important role as a new force

Single users have reason to become the new growth pole of Audi, BMW and Mercedes Benz for millions of vehicles

In 2019, the terminal sales of Audi, Mercedes Benz and BMW in China will maintain at about 700000 vehicles. In 2020, the epidemic situation will be fierce, but the performance of the three is relatively strong. 2020-2025 will be the key period for the three to impact one million vehicles. At present, the market performance of ABB’s medium-sized cars, large and medium-sized cars, medium-sized SUVs and other major models is relatively stable, with middle-class families, re purchase, etc. The new car market segments, such as compact cars, compact SUVs, off-road SUVs, sports cars and crossover models, are the key to the continuous growth of Audi, BMW and Mercedes Benz’s sales. However, the above new car market segments are still in the process of evolution. Focusing on the development and cultivation of new market segments, Audi, Mercedes Benz and BMW have focused on new concepts such as youth, SUV and crossover in recent years, which coincide with the demands of single users. From 2020 to 2030, the single users with continuous growth have the reason to become the new growth poles of Audi, BMW and Mercedes Benz

Single users have reason to be the core driving force for Cadillac, Lexus and Volvo to stand out

Cadillac, Lexus and Volvo are the core representatives of the high-end brands in the second camp. In 2019, the sales volume of the above brands is only 150000-250000 vehicles, and the scale effect is not prominent. They are far away from Audi, Mercedes Benz and BMW with 700000 vehicles, and they are not listed in the top 10 brands preferred by single users in the first half of 2020. 2020-2025 is a critical period for Cadillac, Lexus and Volvo to consolidate 200000 vehicles and impact 300000 vehicles. In addition, the above-mentioned brands are not superior to Audi, Mercedes Benz and BMW in seizing middle-class families and re purchasing, and Audi, Mercedes Benz and BMW are actively developing and cultivating new growth space, which makes it urgent for the second camp to explore new growth space To go. From 2020 to 2030, the number of single users will continue to increase, and the internal differentiation will be more intense, and the proportion of car purchase expenses will be higher. It is reasonable to become the core driving force for Cadillac, Lexus and Volvo to cultivate new growth space and stand out

Single users have reason to become the core breakthrough for Honda and Toyota to challenge Volkswagen

In 2019, the top three of China’s passenger car terminal sales are Volkswagen, Honda and Toyota, of which Volkswagen has 3.13 million vehicles, followed by Honda and Toyota with only 1.61 million and 1.52 million vehicles. In recent years, the pressure of Volkswagen has increased sharply, and it increasingly relies on large-scale price reduction for promotion. Because the technology upgrading of Volkswagen’s fuel vehicles has lagged behind in the past decade, and it is still dominated by TSI + DSG. At present, the powertrain has been reduced to the standard configuration of entry-level brands. Honda and Toyota focus on HEV (hybrid fuel electric) and other energy-saving technologies, which greatly enhance the competitiveness of fuel vehicles. In the first half of 2020, VW fell by 17.32%, Honda fell by 11.19% and Toyota grew by 13.77%. The sales gap between VW, Honda and Toyota was further narrowed. From 2020 to 2030, once VW’s sales volume fails to stabilize 3 million vehicles and drops to 2.5 million or even lower, and Honda and Toyota actively break through 2 million vehicles and impact 2.5 million vehicles, the competitive pattern of China’s auto market will be overturned again, and the VW dynasty that has dominated China’s auto market for nearly 40 years will become history. Whether the above assumptions can happen depends on single users: first, from 2020 to 2030, single car buyers will become a new force in China’s car market, and will be the core target for Volkswagen, Honda, Toyota and other top brands to tap their sales potential; second, Volkswagen, whose sales volume is leading by a large margin, is mainly family users, and the transformation is slow; third, Honda and Toyota’s model investment in recent years With the market performance, we have developed a certain “tacit understanding” with single users, and there is still more room to explore in the future

Single users have reason to become the new core issue of Volkswagen and Nissan’s next round strategy

Similar to Volkswagen, Nissan is facing the challenge of how to better attract single users: in 2014, Volkswagen and Nissan ranked first and fifth in the list of single users’ purchase, respectively, and fell to third and seventh in the first half of 2020. From 2020 to 2030, the number of single car buyers will continue to increase, and the challenges of Volkswagen and Nissan will become greater and greater. According to the published plans, the next round of strategic focus of Volkswagen and Nissan is electric vehicles. However, the core users of electric vehicles are middle-aged or re purchase groups, which are quite different from young or first purchase single users. It is difficult for electric vehicles to help Volkswagen and Nissan seize the new opportunities of single users. It is necessary to further optimize the strategic planning

Single users have reason to become the main attack position of Hyundai and Kia Jedi

From 2014 to 2019, the terminal sales of Hyundai and Kia in China dropped significantly, from 1 million to 700000, and from 600000 to 300000. The core reason is that Hyundai and Kia, which are positioned in the middle of entry-level brands and ordinary brands, have encountered the attack of entry-level brands such as haver, Changan and Geely, and mainstream ordinary brands such as Volkswagen, Honda and Toyota. In addition to the large-scale competition of core family users, the single users of emerging groups are also far away from Hyundai and Kia. In 2014, both of them ranked in the top 10 single users. Hyundai, in particular, beat a lot of mainstream ordinary brands such as Ford, Buick, Honda and Toyota, and was close to the leading masses, full of heroism. However, Hyundai and Kia both fell out of the top 10 in the first half of 2020. The core reason is that in the past decade, Hyundai Kia has been the same as Hyundai Kia. The car layout and market sales are still concentrated in the rapidly shrinking entry-level household market. Single users are no longer what they used to be. Their contribution to the overall sales continues to increase, and their consumption ability has been greatly improved, and their consumption demands are more diversified. Due to multiple factors, Hyundai and Kia have suffered setbacks in the mainstream household market and missed new opportunities for singles. In 2020, Hyundai’s sales volume in China will fall below 500000 and Kia’s will fall below 300000. From 2020 to 2030, the consumption of China’s auto market will continue to upgrade, and the main price area will advance from the current 100000-150000 yuan to 150000-200000 yuan. During this period, the number of family users will continue to shrink, especially the entry-level family users. If Hyundai and Kia maintain their current model structure and brand perception, Geely, great wall, Chang’an, Volkswagen and Buick continue to actively explore, Hyundai and Kia will be further marginalized by the mainstream household car market in the next ten years. We must find a new way to seize the new opportunities. At present, Hyundai and Kia are turning their strategic focus to be younger, aiming to develop their strengths and avoid their weaknesses, avoid the positive conflict with strong competitors such as the public, and seek to outflank the two wings. However, the focus seems to be on the Z generation (born from 1995 to 2009), which is still in school. According to the current level of hunger and thirst of Hyundai and Kia, it is estimated that day lily will be cold when Z generation swarms into the auto market. According to the current user reputation, brand value and market position of Hyundai and Kia, it is difficult to become a strong competitor for Z generation. In addition, most generation Z have not yet achieved economic independence, and their current consumption characteristics have little reference value. I hope that Hyundai and Kia can treat them dialectically and have their own independent ideas. From 2020 to 2030, one of the new opportunities for China’s auto market is naturally single users, with large volume potential, which should be highly valued by Hyundai and Kia. With Li Feng and Xiang Dongping joining Dongfeng Yueda Kia and Beijing Hyundai successively, in charge of sales, and Li Hongpeng joining modern China, focusing on the new strategy in China, 2020 should be the “China strategy year” for Hyundai and Kia. It is hoped that new cars such as Kia Kaiku and Hyundai new Sonata, which will be launched in 2020, will sound the clarion call of Hyundai and Kia competing for single users and seizing new opportunities, keep up with the aging trend of single users, and realize the rapid encirclement of core competitive products such as Volkswagen and Buick

Single users have reason to be Mazda’s spark plug

In the past decade, China’s passenger car sales have soared from more than 10 million to more than 20 million. However, Mazda has gone through ups and downs and finally returned to the “origin”. In 2010, 223400 vehicles will be sold and in 2019, 230900 vehicles will be sold. The high growth of the market is mainly contributed by the majority of family users, but Mazda’s model positioning and brand concept are always out of tune with family users, and has been dissociated from the non mainstream segmentation of the car market, including technology control, driving control, beauty control, and even mistress. Although the sales volume is not good, Mazda has not gone with the flow, and has always adhered to and improved its own concept. In October 2010, Mazda proposed chuangchi blue sky technology to optimize and upgrade the main components of gasoline and diesel engine, gearbox, chassis, body structure, etc., and became the cornerstone of the long-term vision of Mazda technology development in 2030 – zoom zoom sustainable development manifesto issued on August 8, 2017, realizing the harmonious consideration of driving pleasure, energy saving and emission reduction, safety performance, etc. The increasing number of single car buyers from 2020 to 2030 will promote the transformation and upgrading of China’s car market from family oriented to diversified, promote the car market consumption to pay more attention to driving pleasure, and help Mazda rekindle its passion

From 2020 to 2030, the number of single users will continue to increase, accounting for more than 30% of the total population. The demand for car purchase is obviously different from that of family users. It is suggested that car enterprises should take the lead in the layout

Single users have reason to become the new growth pole of Audi, BMW and Mercedes Benz for millions of vehicles

Single users have reason to be the core driving force for Cadillac, Lexus, Volvo and Jaguar Land Rover to stand out

Single users have reason to become the core breakthrough for Honda and Toyota to challenge Volkswagen

Single users have reason to become the new core issue of Volkswagen and Nissan’s next round strategy in China

Single users have reason to become the main attack position of Hyundai and Kia Jedi

Single users have reason to be Mazda’s spark plug

Single users have reason to be the booster of jeep’s revival

Single users have reason to become the new blue ocean of the dislocation layout of Roewe and mingjue, Buick and Chevrolet, Volkswagen and Skoda

Single users have reason to become the last straw of Peugeot and Citroen

Single users have reason to become the new weight of Geely, haver and Chang’an to stabilize one million vehicles

Single users have reason to become the main cornerstone of wey, link, Xingtu, Chang’an uni-t and speed of light to stabilize China’s auto market

Read more: e-Car Research Institute: 2020 China passenger car brand net recommendation rate insight report (attached with download) e-Car Research Institute: 2020 Volvo car market competitiveness analysis report (attached with download) e-Car Research Institute: 2020 pneumonia epidemic impact on the car market insight report (attached with download) e-Car Research Institute: 2019 user evolution insight report (attached with download) e-Car Research Institute: 2018 China passenger car Car brand loyalty analysis report (attached with download) e-Car Research Institute: 2018 East China passenger car market insight report (attached with download) e-Car Research Institute: 2018 global car market insight report (attached with download) e-Car Research Institute: 2018 China passenger car market analysis report (attached with download) e-Car Research Institute: 2018 Central China passenger car market insight report (attached with download) e-Car Research Institute Research Institute: 2018 GAC motor market competitiveness analysis report (attached with download) e-Car Research Institute: 2018 China car market insight report (attached with download) e-Car Research Institute: Great Wall Motor Market Competitiveness Analysis Report (2019 version) e-Car Research Institute: Audi car market competitiveness analysis report e-Car Research Institute: passenger car insight report in the first quarter of 2019 e-Car Research Institute: SUV market hole in 2019 Inspection report (brief)

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