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The following is the White paper on consumer insight of Chinese auto users in 2020 From Understanding chedi & great amount of calculation recommended by recordtrend.com. And this article belongs to the classification: Automobile industry, research report.
01. The automotive industry is in the throes of qualitative change
Since 2017, the sales volume of domestic automobile market has been declining for two consecutive years. Under the influence of unfavorable factors such as declining new energy subsidies and gradually saturated demand of travel companies, the automobile industry has ended its previous brutal growth and entered an adjustment period. 2020 is a year full of changes for almost all industries. According to the data of the passenger car Association, the sales volume of China’s narrow sense passenger car market in February was 252000, down 78.5% year on year and 85.3% month on month
When we put aside all kinds of pessimism and look back on the development process of the whole domestic automobile industry since the new century, we will find that the difficult moment of the industry at this time is just the pain in the process of transformation from quantitative change to qualitative change, and the real change is coming.
The changes of consumption characteristics, the rapid growth of independent brands and the timely guidance of national policies constantly promote the quantitative changes of the automobile industry. Under the quantitative changes, the automobile industry has gone through 17 years of rapid and stable growth. After variable, qualitative change is coming
Qualitative change one: new energy vehicles “back on the road”. On October 20, 2020, the general office of the State Council issued the “new energy vehicle industry development plan (2021-2035)”, “new three modernizations” has provided a strong boost for the development of new energy.
Qualitative change 2: reconstruction of business model. On April 22, 2012, Tesla officially entered China, which also brought new car retail. And the new forces of car manufacturing are constantly trying on new retail, which may bring far-reaching influence to the industry in the near future.
However, in the process of quantitative change to qualitative change, it is inevitable to experience the development pains. In order to get through the throes, all parties are actively looking for a way out. First of all, in the past two years, the state has given strong support to the automobile market in terms of policy. With the implementation of a series of policies to promote automobile consumption, the automobile industry will usher in new development opportunities.
In addition, the continuous development of new energy related technologies and the rapid development of artificial intelligence and Internet of things related technologies and applications have also greatly affected the overall process of the automotive industry.
The dawn of the industry has appeared, however, how to solve the urgent need of the industry in the short term has become the problem left to the automobile industry: can the distant water solve the near thirst? Under the heavy pressure, the automobile industry has shown the resilience of mature industries. The supply and demand sides of the industry have spontaneously found new channels to release demand.
02. When offline meets online, “chemical reaction” arises
In 2020, affected by special events, offline consumption scenarios will be restrained, and many industries, including automobiles, will be deeply affected. In addition, due to the influence of economic environment in recent years, domestic users will be cautious in purchasing cars under the influence of dual factors. However, as the current “quasi necessity”, the demand of users for cars has not disappeared, but has been temporarily suppressed.
At this time, online has become one of the best channels for all parties in the industry to release demand, and all parties in the industry have poured in. With the development of the platform itself and the sudden outbreak of demand, the online platform has opened the way of change.
First, content supply and demand are changing. According to the data of chedi, compared with the same period last year, the number of articles published in 2020 has increased by 63.4%, and the quality of articles has also been steadily improved, which can be said that the quantity and quality of articles have increased.
On the content demand side, both the amount of reading and interactive data have increased significantly.
Thirdly, new creators are entering the market quickly. According to the data of “2020 automotive content creators ecological report” of understanding car emperor, compared with November last year, the number of platform automotive content creators will double in August 2020. While the number of creators is increasing, the accumulation of private domain is also accelerating. The number of 1000-5000 fan authors has increased by more than 50% in 10 months.
As one of the important participants in the industry, users also show strong purchase intention in the online platform. Nearly 80% of the decision-making cycle of chedi is within 30 days.
03. Online platform creates a new competition scene different from offline platform
1. Offline Matthew effect highlights, online mid waist brand has great potential
When the industry develops to a certain stage, the competition participants begin to differentiate, and the situation of the stronger is gradually formed. In the passenger car market, Matthew effect has been very obvious. According to the production and sales data released by China Automobile Industry Association, from January to October 2020, China’s top ten automobile enterprises (groups) sold 23.294 million vehicles, accounting for 90.4% of the total vehicle sales, 1.5 percentage points higher than the same period last year.
In 2020, the top 5 brands account for 18.8%, and the top 10 brands account for 34.5%. And by comparing the proportion of reading volume of top 5 and top 10 brands in the two years, there is a small decline, and the middle waist brands have great prospects online.
In terms of the proportion of the cumulative reading volume of brands ranking from high to low in the past two years, the reading volume of top 20 brands in 2020 is slightly lower than that of last year, while the reading volume of brands ranking after 21 is slightly higher than that of 2019. This phenomenon further shows that the opportunities for non head brands are still in the market.
2. Self owned brand power online, voice growth rapidly
With the time going forward to 2020, the auto market has entered a “new season”, and the popularity of online auto content has increasingly become the wind vane for users to buy cars. As the automobile market as a whole has entered a bottleneck period, the hedging between different camps has intensified. Although the reading volume has increased a lot, only the independent brand camp has won the market, with an increase of 78.1%. In contrast, the proportion of independent brands increased, exceeding the overall reading volume by 30%, squeezing the joint venture and import markets.
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3. Independent brand hard power recognized
The competition of automobile industry is not only reflected in the market competition and marketing competition, but also in the public opinion field. Here, there are not only passers-by and spectators, but also the brand of “tap water”. People express their views heartily. You come and I go, arguing endlessly. It is also in this process that brand word-of-mouth is gradually formed. By judging the attitude of public opinion and listening to feedback, it can help the brand better grasp the advantages and recognize the shortcomings.
From the perspective of brand public opinion, different faction brands show different distribution characteristics of comment emotion
The positive evaluation rate of independent brands is high, but the amount of comments is relatively low
Compared with other factions, most of the positive evaluation rate of independent brands is above the industry average, especially in the first quadrant, independent brands occupy most of the position. However, from the data of comments, most of the independent brands are slightly insufficient, and the users’ enthusiasm for discussion is not high.
The number of reviews on joint venture brands is high, but the positive evaluation rate is slightly low
The positive evaluation rate of most joint venture brands is lower than the industry average, but the number of high comment brands is higher than that of domestic brands.
The number of reviews and positive evaluation rate of imported brands are not ideal
Most of the imported brands are in the third quadrant, and the positive evaluation rate and comments are at a low level in the industry.
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