[YesAuto News] The 2019 Chengdu Auto Show was grandly opened from September 5 to September 14. Domestic and foreign manufacturers brought more than 80 new cars to the market. This is also the first time the Chengdu Auto Show has moved into a new hall. Many car buyers come to feel the atmosphere of the auto show, and many consumers intend to take advantage of the heat of the auto show to seek higher discounts to complete their car purchase plans. So how do consumers in Chengdu view new cars? What do consumers in the southwest have about new energy vehicles?
During the 2019 Chengdu Auto Show, we obtained 3363 valid samples through online questionnaire surveys and offline interviews. In the 20 questions posed below, we obtained a lot of data on the car usage, new car demand and new energy car preferences of consumers in the Southwest. Want to know the car buying needs of netizens in the Southwest? Keep looking down!
Too lazy to read the article? The conclusion comes first:
1. 50% of consumers in the southwest region who are under 30 years of age who participated in this survey are young consumers.
2. Consumers in the southwest region prefer overseas brands such as Toyota and Volkswagen.
3. Among the luxury brands, BMW is the most attractive to consumers in the Southwest.
4. Since there is no strict traffic restriction/number restriction policy, most consumers in the southwest region are unwilling to choose new energy vehicles.
5. Difficulty in charging/attenuation of cruising range/inadequate product power are the major concerns of consumers in the Southwest for new energy vehicles.
6. Consumers who are concerned about new energy vehicles are willing to choose brands such as BYD and Tesla.
★ Age distribution of interviewed users
The results of this survey accounted for more than 50% of post-90s
In this survey, the proportion of people aged 30 and under accounted for 51.53%. Young users are currently the main car buyers, and they are more willing to visit the auto show to learn about new cars.
★ Car ownership in the households of interviewed users
Cars have entered most households
Judging from the results, nearly 80% of consumers own a car, and consumers with two or more cars even reached 25.88%, that is, every four of the 3363 consumers who participated in the survey There is one who owns two or more cars.
★ Whether there is a car under the name
More than half of the people own a car
The survey results of this question refer to the previous one. We can understand that half of the consumers own a new car and are basically in their own name; as for the number of two or more cars, the number has dropped sharply, and there is no one under the name. Car users accounted for 40.63%. They usually use relatives, friends or company cars.
★ What kind of car do you like
SUV is the favorite of consumers in the Southwest
Although the car is currently the champion in the sales segment, only 38.31% of consumers like cars, and 50.28% of those who like SUVs, while MPV/new energy vehicles/pickup trucks account for 4.29%, 1.57% and respectively. 2.1%. Considering that most of the consumers surveyed own cars, they are obviously more interested in multi-purpose SUVs. With reference to the 2019 China Auto Consumer Trends Insight Report produced by Autohome, the preference of consumers across the country for SUVs has gradually increased with age. Consumers born before 1960 have a preference for SUV models as high as 66%. As for new energy vehicles, since the Southwest region has not yet implemented a strict number/travel restriction policy, there are very few consumers who will choose.
★ What are the first considerations when buying a car (multiple choices)
Quality, price and appearance have attracted much attention
Quality is the most concerned by consumers in the Southwest. 79.91% of consumers checked this option. I believe that quality is also the most important point for all consumers. In addition, automobiles are shifting from high-end durable goods to ordinary goods, but it is quite high. The price of is still not a commodity that consumers can buy at will, so 73.84% of consumers consider price as a factor. The next rankings are appearance, brand and configuration. Space and after-sales service do not seem to be the focus of consumers' most concern, with only 49.12% and 39.91% of consumers ticking. As young consumers develop their car purchase plans, the focus on individualization and uniqueness has also made appearance and configuration more and more important to consumers.
★ Car purchase budget
100,000-200,000 yuan is the mainstream car purchase range
In terms of car purchase budget, 100,000 to 200,000 accounted for 40.35%, which is also the range where the most consumers buy models. Within this range, we have a lot of choices. From Chinese brands to overseas brands, from small cars to medium-sized cars, from cars to SUVs, we can find the models we want. Therefore, this area is also a zone that most car companies attach great importance to.
★ Purchasing purpose
Tool attributes are the core of the car
Judging from the survey results, most consumers consider cars as a tool when buying cars. It is understandable that the proportion of 38.27% in order to meet commuting needs is understandable. In addition, self-driving tours, work cars, and transporting elderly/children also have a large proportion. In the questionnaire, we did not list all the options, only replaced by others, but they included entertainment, off-road, modification and other niche needs, so together they also accounted for 12.31%.
★ Which brands are most concerned about at the Chengdu Auto Show?
There is no big gap between overseas brands and Chinese brands
Among the brands that have received attention, Chinese brands accounted for 32.74%, and ordinary overseas brands accounted for 39.79%. Although Chinese brands have made great progress in recent years, in front of consumers, overseas brands with better reputations still have a certain deterrent. In addition, there are 27.47% of consumers who have chosen luxury brands. In addition to the “rich second generation”, I believe that some consumers also have consumption upgrades and other needs, so luxury brands are more suitable for them.
★ Which overseas brand do you like
Toyota, Volkswagen and BMW are paying attention
Among consumers who choose overseas brands, 17.24% express their love for Toyota. There are also 14.16% of the people who prefer German taste and choose the public. In terms of luxury brands, BMW ranks first in the “BBA” with a percentage of 15.31%. It seems that the belief in Blue Sky and White Clouds is still rooted in many people's hearts.
Quality, word-of-mouth, and service are the three axes to enhance the brand's reputation. According to the data from the 2019 China Auto Consumption Trend Insight Report, in terms of auto product strength, high-quality product quality and reliable and durable quality are the most helpful for consumers to have a good impression of a certain brand, accounting for nearly 80%. Secondly, the accumulated user reputation, the completeness of the pre-sales and after-sales service network, and the technical content of the car itself all have an impact on brand favorability over 40%. Mainstream overseas brands have been cultivating in China for a long time, and their new car quality and quality control have reached a certain level, and the excellent user reputation is the reason why consumers in the southwest region prefer Volkswagen/Toyota.
★ Choose the way to buy a car
Over 81% of people choose traditional dealers to place orders
From the survey results, even if most young people like online shopping for high-priced products like automobiles, most of them choose traditional and reliable traditional dealer channels to place orders, and only 6.41% of the people who choose to place orders online. As for the proportion of people placing orders at the auto show is 12.46%, whether it is necessary to order a car at the auto show or depends on whether the auto show can bring additional benefits to consumers. At the same time, we also randomly interviewed several potential users with car purchase intentions. A small number of users are invited by dealers to order cars at the auto show, and most of the users come to the auto show to see if there are other models that suit them, not to order a car.
★ Online channels for obtaining car information
Vertical car media is the main information acquisition channel
For consumers who are concerned about the auto show, the automotive media App in the vertical field is the most important way for them to understand the new car, and this option accounts for 86.03%. Since the car media is more instrumental and can provide information such as vehicle model data, it is more comprehensive than other methods. For example, social media and video platforms are more important to meet the entertainment needs of viewers, so they account for a relatively small proportion.
★ Will you buy new energy vehicles without license restrictions?
Insufficient recognition of new energy vehicles
The problem has come to the field of new energy vehicles. We see that in the southwest region where there is no excessive policy pressure, only 20.67% of consumers are willing to buy new energy vehicles. Most consumers still hold a conservative attitude on the issue of car purchase. Tool attributes are the direct guidance for their car purchase, and new energy vehicles that are limited in terms of battery life need to continue to develop. Judging from the 2019 China Auto Consumption Trend Insight Report, 50.4% of the national pre-purchase users consider buying new energy vehicles, but many cities across the country have introduced restrictions on road purchases. This proportion does not consider the policy orientation. Will continue to decline.
★ What are the characteristics of new energy vehicles that move people
Both car cost and freshness account for more than 30%
Although only about 20% of consumers will buy new energy vehicles, 36.13% of the people choose to support the lower cost of new energy vehicles in terms of their favorite characteristics. As for different factors, there are some, and the proportion of people who want to try new things at the same time reaches 32.64%. This is enough to show that consumers in the Southwest have been paying attention to the dynamics of new energy vehicles. Once a breakthrough in battery technology and mass production occurs, it is believed that many young car buyers will try new energy vehicles.
★ How to treat the anxiety about the mileage of new energy vehicles
The higher the battery life, the better has become a general consensus
In terms of mileage anxiety, 53.28% of consumers chose the higher the battery life, the better. After all, all the fuel vehicles on sale have a long cruising range, and gas stations can be seen everywhere, and the replenishment can be completed in 5 minutes. Compared with fuel vehicles, the endurance of new energy vehicles is definitely the biggest shortcoming.
Judging from the 2019 China Automotive Consumer Trends Insight Report, consumers across the country generally expect new cars to have a higher range, but most users believe that the range of 500-600km is sufficient for use at the moment. There are already many models on the market. The mileage is above 500km. In the future, as the cruising range of mainstream models reaches a higher level, mileage anxiety will no longer be a factor restricting users from purchasing new energy vehicles.
★ Whether the charging conditions are convenient
The small number of charging piles needs to be solved urgently
After reading the mileage anxiety, let's look at the convenience of charging. A total of 21.51% of consumers said that the charging pile is not a big problem, but 29.54% of consumers said that they do not have this condition. Once they buy a car, they can only charge by pulling the fly line. As for 48.95% of consumers, they maintain an attitude of eating melons, and there is no pressure to buy new energy vehicles anyway.
★ What are the worries about buying new energy vehicles
Shrinking battery life is the main concern
As for the concerns, there are even more headaches. 59.65% of consumers are worried about the reduction in battery life. If the nominal 500km new car shrinks to 200km after two years, it will obviously seriously affect the owner's travel experience. In addition, the proportion of consumers focusing on safety issues such as spontaneous combustion accounted for 17.08%, and the proportion of consumers concerned about product stability accounted for 14.77%. The low residual value rate of second-hand vehicles that comes with new energy vehicles does not seem to be a focus of everyone's attention, accounting for only 8.50%.
★ Optimistic new energy brands/new energy brands you will choose when you buy
Lack of confidence in new energy brands
The results of these two surveys can be linked together. In terms of prospects, 40.49% of consumers are optimistic about Chinese brands, and 22.23% of consumers prefer overseas brands. Perhaps it is because the established manufacturers can give new cars a better guarantee? As for 37.28% of consumers who have a grudge against new energy vehicles, no one can rest assured that manufacturers still have to step up research and development and publicity, so that everyone can see the advantages and quality of new energy. From the perspective of car purchase, Chinese brands with more reasonable prices were chosen by 59.06% of consumers, and 40.94% of consumers are willing to spend more money on overseas brand new energy vehicles. The two parties are basically in a state of equal competition.
★ Favorite new energy brand
Chinese brands are more popular
In the favorite brand survey, BYD accounted for 37.14% and Tesla accounted for 35.93%, taking the top two spots. The former has been deeply involved in the field of new energy for many years, and its Dynasty series models are widely known; the latter originated in North America, but its sales and reputation are at a good level in the world. As for other brands, it is obvious that they have not accumulated enough hard power. Geely, which ranks third, has only 4.04% of market share. Roewe, JAC, Changan and Chery have not exceeded 2%.
In addition, in the survey results, we did not see the emergence of new car-making forces, which are unified into the “other” category, although the proportion is as high as 17.29%, but the results are not optimistic when subdivided into specific brands. According to the data from the 2019 China Auto Consumption Trend Insights Report, the number of people paying attention to new automakers has increased from 14.681 million in 2016 to 76.369 million in 2018, and the number of followers has increased by more than four times. Although users are paying attention to new car-making forces, it does not mean that users also have a high degree of trust in emerging brands. There are still widespread doubts, such as the strength of the company, the inconsistency of the promotional product power with the actual product, and the negative voices that are still plagued. To consumers.
Written at the end:
Wherever consumers in the Chinese market are, they actually have a very similar car buying philosophy, and the same is true in the Southwest. From the questionnaire, we can see that netizens in the southwest region have a preference for German and Japanese, their support for Chinese brands, and their doubtful attitude towards new energy vehicles. From the current point of view, without too much policy guidance, it is really difficult to popularize and promote new energy vehicles in the southwest. However, with the continuous progress of battery technology and the popularization of charging piles, more consumers will be willing to understand and accept New energy vehicles.