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Digital Marketing in Automotive - China - March 2018

“30-39-year-olds, instead of young adults, show the highest interest in WeChat moment flow ads, especially those full-size SUV (Sports utility vehicles) and MPV (Multi-purpose vehicle) buyers. Therefore, car ads on this channel could highlight the large inner space, with a family theme to attract more attention.
Zhihu is now paid more attention to than WeChat and Weibo, especially by 20-29-year-olds. It is critical for car companies to build a credible brand image on such a platform in order to compete against independent car reviews. Using the language of the audience and making use of the comment board are the core tactics.”
– Aaron Guo, Associate Director of Research

This Report looks at the following areas:

  • Should car ad themes differentiate across social media platforms?
  • How to compete against buzz-generating tendentious car reviews?
  • How to engage young car buyers in a social polite manner?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Figure 1: Definition of different monthly household income groups, by city tier, November 2016
    • Executive Summary

        • Leave space for audiences with a busy life
          • Figure 2: Car ad type preference, December 2017
        • Prove performance in an alternative way
          • Figure 3: Cross-marketing subject preference, by consumer segment, December 2017
        • Luxury car buyers are looking for trendy car ads
          • Figure 4: Car ad style preference, December 2017
        • Impressive and opinionated car reviews are preferred
          • Figure 5: Car review style preference, December 2017
        • Zhihu is now more influential than WeChat and Weibo as a source of information
          • Figure 6: Peer comment source preference, December 2017
        • Cars mean more than a means of transport to Mintropolitans
          • Figure 7: Gap between MinTs and Non-MinTs (benchmark) on attitudes towards car ownership, December 2017
        • What we think
        • Issues and Insights

          • Should car ad themes differentiate across social media platforms?
            • The facts
              • The implications
                • Figure 8: Jeep Cherokee WeChat moment campaign
                • Figure 9: Jeep Grand Cherokee WeChat moment campaign
              • How to compete against buzz-generating tendentious car reviews?
                • The facts
                  • The implications
                    • Figure 10: BMW official Zhihu account answers
                  • How to engage young car buyers in a social polite manner?
                    • The facts
                      • The implications
                        • Figure 11: Audi Q3 #GooooHome# campaign during 2018 Chinese New Year
                    • The Consumer – What You Need to Know

                      • 30-39-year-olds show the highest preference for moment flow ads
                        • Humorous car ad is preferred more by females than ambitious ones
                          • Weibo ads could be more unrestrained
                            • Cars mean more things to post 80s than post 90s
                            • Car Ad Format Preference

                              • Willing to see more in general…
                                • Figure 12: Car ad type preference, December 2017
                              • …yet leave space for audiences with busy life
                                • Show sponsorship works the best for 25-29-year-olds
                                  • Figure 13: Car ad format preference, by age, December 2017
                                • Large car buyers prefer moment flow ads
                                    • Figure 14: Car ad format preference, by models planning to buy, total average as benchmark, in percentage points, December 2017
                                • Cross-marketing Preference

                                  • Focus on tech and travel
                                    • Figure 15: Cross-marketing subject preference, December 2017
                                  • Cross-marketing with animation and food topics to attract female buyers
                                    • Figure 16: Gap between males and females (as benchmark) on the cross-marketing subject preference, December 2017
                                  • Prove function and performance using fashion and charity topics
                                    • Figure 17: Cross-marketing subject preference, by consumer segment, December 2017
                                • Car Ad Style Preference

                                  • Futuristic, bold and unrestrained are preferred
                                    • Figure 18: Car ad style preference, December 2017
                                  • Emotional 20-year-olds
                                    • Humour matters more than ambition to females
                                      • Figure 19: Preference on selected car ad style, by gender and age, December 2017
                                    • Show ambition using a success story
                                      • Figure 20: Preference on car ad styles, by total and respondents who choose ‘has great ambitions’, December 2017
                                    • Luxury car buyers expect the car ads to be trendy
                                      • Figure 21: Car ad style preference, by models planning to buy, total average as benchmark, in percentage points, December 2017
                                  • Car Review Style Preference

                                    • Bold opinions are valued
                                      • Figure 22: Car review style preference, December 2017
                                    • Replacement car buyers welcome subjective reviews even more
                                      • Figure 23: Gap between replacement and first-time car buyers (as benchmark) on car review style preference, December 2017
                                    • Better-educated audiences prefer reviews being direct
                                      • Figure 24: Selected car review style preference, by educational background, December 2017
                                  • Source of Peer Comments

                                    • Comments on specialised forums are paid the most attention to
                                      • Figure 25: Peer comment source preference, December 2017
                                    • 20-24-year-olds prefer real life relations more
                                      • Figure 26: Claim rate of selected source of peer comment, by gender and age, December 2017
                                    • Zhihu is now more influential than WeChat and Weibo
                                      • Figure 27: Claim rate of selected source of peer comment, by generation, December 2017
                                    • Preference for social networks varies among females at different ages
                                      • Figure 28: Claim rate of selected source of peer comment, by gender and age, December 2017
                                  • Attitudes towards Owning a Car

                                    • Owning a car is treated convenience
                                      • Figure 29: Car ownership meaning, open question, December 2017
                                    • Young adults tend to regard cars as more of a tool
                                      • Figure 30: Car ownership meaning, December 2017
                                    • Car is more meaningful to post 80s than to post 90s
                                      • Figure 31: Mention rates on selected attitudes towards car ownership, by generation, December 2017
                                    • Associations between car models and buyers’ attitudes towards cars
                                      • Figure 32: Car ownership meaning, by car models planning to buy, general average as benchmark, in percentage points, December 2017
                                  • Meet the Mintropolitans

                                    • Opinionated car review will be favoured more
                                      • Figure 33: Gap between MinTs and Non-MinTs (benchmark) on car review preference, December 2017
                                    • Private cars will still exist in the future
                                      • Figure 34: Gap between MinTs and Non-MinTs (benchmark) on attitudes towards car ownership, December 2017
                                  • Appendix – Methodology and Abbreviations

                                    • Methodology
                                      • Abbreviations

                                      Digital Marketing in Automotive - China - March 2018

                                      US $4,460.00 (Excl.Tax)