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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Auto Influencers - China market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This Report covers consumers’ preferences towards different types of influencers in the automotive industry, their viewing platforms, frequencies and content they are interested in. This Report also discusses consumers’ interactive engagements with influencers and how influencers could impact consumers’ car purchasing consideration. By exploring the hidden reasons behind consumers’ likes and dislikes towards different types of influencers, the Report provides brands with new perspectives to build effective influencer marketing strategies.

Expert analysis from a specialist in the field

Written by Terence Zhou, a leading analyst in the Automotive sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Communications between automotive influencers and consumers are more active than we had expected in both means of contact points and interactive engagements. Automotive influencers have significant impact on consumers’ car purchasing consideration, especially on car grades of interior specification. On the other hand, consumers have a clear understanding and preference when they read content posted by different types of influencers. Terence Zhou
Automotive Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The consumer
            • Professional commentators are the most popular among all KOLs
              • Figure 1: Favourite type of auto KOL, December 2019
            • WeChat, although not a specialised automotive platform, has the largest online traffic for viewing automotive KOL content
              • Figure 2: Frequency of viewing KOL content, December 2019
            • Weibo attracts more young consumers for its interactive communication function
              • Figure 3: Frequency of viewing KOL content – once a week or more, by generation, December 2019
              • Figure 4: WeChat’s comment system
            • AutoHome attracts fans requiring expertise, while Laosiji has more appeal to fans of celebrities and car brand CEOs seeking trendy content
              • Figure 5: Frequency of viewing KOL content – once a week or more, by favourite type of auto KOL, December 2019
              • Figure 6: Comparison between AutoHome and Laosiji
            • Individual bloggers’ accounts are valued for purchase and usage tips
              • Figure 7: Interest in content, December 2019
            • NEV owners regard tips for repair and maintenance from official media and individual accounts as having the same importance
              • Figure 8: Interest in content – selected item, by car energy type, December 2019
            • More than half of surveyed consumers comment on bloggers’ posts
              • Figure 9: Interactive engagement, December 2019
            • Consumers in tier three or lower tier cities have strong presence on the internet
              • Figure 10: Interactive engagement, by city tiers, December 2019
            • Females are more likely to be influenced on brands, energy type and purchasing channels
              • Figure 11: Influential aspects, December 2019
            • Different types of KOL have unique strengths to influence consumers on certain aspects
              • Figure 12: Influential aspects, by favourite type of auto KOL, December 2019
            • Most consumers are positive to KOLs’ personal lives and positive comments towards brands, but negative behaviour proves controversial
              • Figure 13: Attitudes towards KOLs’ behaviour, December 2019
            • Those born in the 1970s are most likely to mix both positive and harsh comments for objectivity
              • Figure 14: Attitudes towards KOL’s behaviour – selected item, by generations, December 2019
            • Arguments could be useful for intended car buyers to find out authentic information
              • Figure 15: Attitudes towards KOLs’ behaviour – selected item, by types of car buyer, December 2019
            • What we think
            • Issues and Insights

              • More collaborations between professional reviewer and experienced car owners to increase purchasing intentions
                • The facts
                  • The implications
                    • Figure 16: Car review from car owner
                    • Figure 17: Your Car You Talk
                  • Mutual communication collaborations by KOLs and brand sales
                    • The facts
                      • The implications
                        • Figure 18: Nio live stream
                      • Subscribe for objectivity
                        • The facts
                          • The implications
                              • Figure 19: Consumer Reports
                          • The Consumer – What You Need to Know

                            • Professional reviewers are the most popular type of automotive KOL, while other types also have their own audiences
                              • WeChat is a universal platform and Weibo attracts more younger consumers
                                • Consumers like to interact with KOLs online but limited to commenting, reposting and watching live streams
                                • Favourite Type of Auto KOL

                                  • Professional commentators are the most popular among all KOLs
                                    • Figure 20: Favourite type of auto KOL, December 2019
                                  • Those born in 1970s are less interested in professional commentators compared with those born in 1980s and 1990s or later
                                    • Figure 21: Favourite type of auto KOL – selected item, by generation, December 2019
                                  • More car owners with upgrading needs favour experienced car owners
                                    • Figure 22: Favourite type of auto KOL – selected item, by selected demographics, December 2019
                                • Auto KOL Content Viewing Platforms and Frequencies

                                  • WeChat, although not a specialised automotive platform, has the largest online traffic for viewing automotive KOL content
                                    • Figure 23: Auto KOL content viewing platforms and frequencies, December 2019
                                  • Weibo attracts more young consumers for its interactive communication function
                                    • Figure 24: Auto KOL content viewing platforms and frequencies – once a week or more, by generation, December 2019
                                    • Figure 25: WeChat’s comment system
                                  • AutoHome attracts fans requiring expertise and Laosiji is more appealing to fans of celebrities and car brand CEOs looking for trendy content
                                    • Figure 26: Auto KOL content viewing platforms and frequencies – once a week or more, by favourite type of auto KOL, December 2019
                                    • Figure 27: Comparison between AutoHome and Laosiji
                                  • Short videos on TikTok are more popular among married consumers
                                    • Figure 28: Auto KOL contents viewing platforms and frequencies – once a week or more, by marital status, December 2019
                                    • Figure 29: TikTok and Bilibili
                                  • Consumers in tier two cities tend to use forums to look for answers that are customised for them
                                    • Figure 30: Auto KOL content viewing platforms and frequencies – once a week or more, by city tiers, December 2019
                                • Interest in Content

                                  • Individual blogger’ accounts are valued for purchase and usage tips
                                    • Figure 31: Interest in content, December 2019
                                  • Those born in the 1990s are more interested in car performance review information posted by individual bloggers
                                    • Figure 32: Interest in content, by generation, December 2019
                                  • High-income consumers more interested in latest news posted by both official and individual accounts
                                    • Figure 33: Interest in content, by monthly household income, December 2019
                                  • NEV owners regard tips for repair and maintenance from official media and individual accounts same important
                                    • Figure 34: Interest in content – selected item, by car energy type, December 2019
                                • Interactive Engagement

                                  • More than half of surveyed consumers comment on bloggers’ posts
                                    • Figure 35: Interactive engagement, December 2019
                                  • Consumers in tier three or lower tier cities have strong presence on the internet
                                    • Figure 36: Interactive engagement, by city tiers, December 2019
                                  • Consumers with high budgets tend to watch KOLs’ live streams
                                    • Figure 37: Interactive engagement, by car purchasing budget, December 2019
                                  • Consumers with budget over RMB300,001 like having direct communication with bloggers
                                    • Figure 38: Direct message from potential car buyer
                                • KOLs’ Influence on Car Purchasing Consideration

                                  • Females are more likely to be influenced on fundamental factors such as brands, energy type and purchasing channels
                                    • Figure 39: KOLs’ influence on car purchasing consideration, December 2019
                                  • Consumers with high car purchasing budgets are more open to KOLs’ recommendations
                                    • Figure 40: KOLs’ influence on car purchasing consideration, by car purchasing budget, December 2019
                                  • Different types of KOL have their unique strengths to influence consumers on certain aspects
                                    • Figure 41: KOLs’ influence on car purchasing consideration, by favourite type of auto KOL, December 2019
                                • Likes and Dislikes regarding KOL Style

                                  • Most consumers are positive about details of KOLs’ personal life and positive comments towards brands
                                    • Figure 42: Likes and dislikes towards KOL style, December 2019
                                  • Posting details of personal lives highlights true stories of experienced car owners and corporate executives
                                    • Figure 43: Likes and dislikes towards KOL style – selected item, by favourite types of auto KOL, December 2019
                                  • People born in 1970s are most likely to welcome harsh comments for objectivity
                                    • Figure 44: Likes and dislikes towards KOL style – selected item, by generations, December 2019
                                  • Arguments help serious intended car buyers to find authentic information
                                    • Figure 45: Likes and dislikes towards KOL style – selected item, by types of car buyers, December 2019
                                  • Multiple endorsements only increase favourability of celebrities/CEOs, but not other types of KOL
                                    • Figure 46: Likes and dislikes towards KOL style – selected item, by favourite types of Auto KOL, December 2019
                                  • Packaging CEO as brand’s official KOL can significantly increase consumer favourability
                                    • Figure 47: Likes and dislikes towards KOL style – selected item, by favourite types of auto KOL, December 2019
                                • Appendix – Methodology and Abbreviations

                                  • Methodology
                                    • Abbreviations

                                    About the report

                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                    • The Consumer

                                      What They Want. Why They Want It.

                                    • The Competitors

                                      Who’s Winning. How To Stay Ahead.

                                    • The Market

                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                    • The Innovations

                                      New Ideas. New Products. New Potential.

                                    • The Opportunities

                                      Where The White Space Is. How To Make It Yours.

                                    • The Trends

                                      What’s Shaping Demand – Today And Tomorrow.

                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                    Description