2023
0
China Auto Marketing and Retailing Market Report 2023
2023-04-26T04:02:06+01:00
OX1155755
3695
162786
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Car Purchasing and Finance","url":"https:\/\/store.mintel.com\/industries\/transport\/automotive\/car-purchasing-finance"}]
Report
en_GB
“Automotive specialised platforms are still the main channel for consumers to access automotive information, while short video platforms with their short, straightforward and fast features are attracting more and more…

China Auto Marketing and Retailing Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“Automotive specialised platforms are still the main channel for consumers to access automotive information, while short video platforms with their short, straightforward and fast features are attracting more and more attention from consumers in the age of information fragmentation. The content presentation formats of automotive marketing have also becoming more diverse. From shopping festivals and brand crossover stores, to virtual spokespersons and comics, the surveyed car owners’ interest in various content formats has also increased to varying degrees. In the post-COVID-19 era, with the resumption of offline activities, the online-and-offline-integrated marketing mode will be adopted again. Brands can combine offline activities into online communication on social and private platforms as well as other channels, to gain a more consistent and strong communication voice, and to facilitate the re-exposure of brands and the conversion of potential customers.”
– Austin Yuan, Research analyst

This Report looks at the following areas:

  • First, additional or replacement car purchase time of all age groups of car owners
  • The transformation of traditional information channels and the competition among emerging platforms in the automotive industry
  • Diverse and novel content presentation formats
  • Looking into the elements and effects of automotive marketing cases
  • Types of automotive KOLs on different platforms and their influence
  • Attitudes towards car purchase: the advantages of online car purchase, willingness to share data and attention to WOM, etc

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Report scope
        • Executive Summary

            • The market
              • Retail sales volume in 2022 was almost the same as in 2021, with an increase in online marketing proportion
                • Figure 1: Retail sales volume of passenger cars in China, 2017-22
              • Traditional outlets and specialised platforms accelerate their digitalisation
                • Short video marketing investment has been growing rapidly
                  • The continuous integration of ‘pan-tribe content’ and ‘strong-tribe content’ in automotive KOL marketing
                    • Brands strengthen private domains, applications and other digital marketing channels directly connected to consumers
                      • Companies and brands
                        • Game co-branding is not limited to ‘name’
                          • Figure 2: The co-branding of Cadillac and Genshin Impact, 2022
                        • Respect users’ different ways to play
                          • Figure 3: The BMW mobile game Mission iFACTORY, 2022
                        • Environmentally friendly materials from ‘inside’ to ‘outside’
                          • Figure 4: A BMW car
                        • Can futuristic technology marketing be widely used?
                          • Figure 5: BYD Yangwang car model’s float mode
                        • The consumer
                          • The main force of first car buyers tends to be younger, while car owners are very likely to buy additional or replacement cars
                            • Figure 6: Total times and periods of car purchase, by age, 2022
                            • Figure 7: Total times of car purchase, by age, 2022
                          • Short video surpasses knowledge sharing platform, squeezing into the top five information channels
                            • Figure 8: Information channels, by car purchase condition, 2023
                          • Car owners’ interest in car shopping festivals increased the most after short videos
                            • Figure 9: Interest in different content formats, 2023
                          • Highest reach for esports marketing cases
                            • Figure 10: Marketing cases that reached consumers, 2023
                          • Douyin becomes the platform where most car owners follow automotive KOLs
                            • Figure 11: Types of auto KOLs to follow, 2023
                          • The driving force of trade-in to promote online car purchase is worth expecting
                            • Figure 12: Attractions of online car purchase, 2023
                          • About half of car owners are willing to provide data to get better services
                            • Figure 13: Attitudes towards car purchase, 2023
                          • What we think
                          • Issues and Insights

                            • ‘Shopping festival innovation’ to help cross-tribe marketing
                              • The facts
                                • The implications
                                  • Figure 14: Yiche’s Super 818 Motor Gala Night, 2022
                                • Focus on the storytelling of ‘small characters’ and emotional resonance with car owners
                                  • The facts
                                    • The implications
                                      • Figure 15: NIO DAY ‘Feel the Light’, 2022
                                    • ‘Trade-in program’ to unlock potential demand
                                      • The facts
                                        • The implications
                                          • Figure 16: Tesla car, 2023
                                      • Market Size and Forecast

                                        • Retail sales volume in 2022 was almost the same as in 2021, with an increase in online marketing proportion
                                          • Figure 17: Retail sales volume of passenger cars in China, 2017-22
                                      • Market Factors

                                        • Traditional outlets and specialised platforms accelerate their digitalisation
                                          • Short video marketing investment has been growing rapidly
                                            • The continuous integration of ‘pan-tribe content’ and ‘strong-tribe content’ in automotive KOL marketing
                                              • Figure 18: Automotive accounts’ features on social platforms, 2022
                                            • Brands strengthen private domains, applications and other digital marketing channels directly connected to consumers
                                            • Marketing Activities

                                              • Game co-branding is not limited to ‘name’
                                                • Figure 19: The co-branding of Cadillac and Genshin Impact, 2022
                                              • Respect users’ different ways to play
                                                • Figure 20: The BMW mobile game Mission iFACTORY, 2022
                                              • Virtual spokespersons transforming into ‘virtual car owners’ and ‘virtual assistants’
                                                • Figure 21: JIDU’s first digital human car owner – ‘Xijiajia’, 2022
                                                • Figure 22: Baojun Auto’s first digital spokesperson – Lil KiWi, 2022
                                              • Tell stories of ‘everyone’ and focus on ‘personality demonstration’
                                                • Figure 23: XPENG G3 Stand-up Comedy, 2022
                                                • Figure 24: The documentary about HiPhi car owners co-produced by PORTRAIT, 2022
                                              • Brands help improve public awareness of traffic safety
                                                • Figure 25: Lynk & Co’s video to promote awareness of traffic regulations, 2022
                                            • New Product Trend

                                              • Environmentally friendly materials from ‘inside’ to ‘outside’
                                                • Figure 26: A BMW car
                                              • Can futuristic technology marketing be widely used?
                                                • Figure 27: BYD Yangwang car model’s float mode
                                            • Total Times and Periods of Car Purchase

                                              • The main force of first car buyers tends to be younger, while car owners are very likely to buy additional or replacement cars
                                                • Figure 28: Total times and periods of car purchase – First-time buyers, by age, 2022
                                                • Figure 29: Total times of car purchase, by age, 2022
                                              • 60% of first-time car buyers in tier 1 and 2 cities are under the age of 30, while more than half of first-time car buyers in tier 3 or lower cities are over the age of 30
                                                • Figure 30: Age when purchasing the first car, by city tier, 2022
                                            • Information Channels

                                              • Short video surpasses knowledge sharing platform, squeezing into the top five information channels
                                                • Figure 31: Information channels, by car purchase condition, 2023
                                              • The professionalism of the automotive specialised platforms is more valued by intended NEV buyers
                                                • Figure 32: Information channels, by energy type, 2023
                                              • A high percentage of intended first-time male car buyers get car information through video-form channels
                                                • Figure 33: Information channels, by car purchase condition and age, 2023
                                            • Interest in Different Content Formats

                                              • Car owners’ interest in car shopping festivals increased the most after short videos
                                                • Figure 34: Interest in different content formats, 2023
                                              • Nearly 40% of young car owners increased interest in virtual idols and comics content formats
                                                • Figure 35: Interest in different content formats – Increased, by age, 2023
                                              • Brand crossover stores have significantly increased their appeal to owners of higher-priced cars
                                                • Figure 36: Interest in different content formats, by car purchase price, 2023
                                            • Marketing Cases That Reached Consumers

                                              • Highest reach for esports marketing cases
                                                  • Figure 37: Marketing cases that reached consumers, 2023
                                                • Storytelling videos receive more attention from young car owners aged 18-29
                                                  • Figure 38: Marketing cases that reached consumers, by age, 2023
                                                • Online promotion of offline activities can effectively mitigate regional differences
                                                    • Figure 39: Marketing cases that reached consumers, by city tier, 2023
                                                • Types of Auto KOLs to Follow

                                                  • Douyin becomes the platform where most car owners follow automotive KOLs
                                                    • Figure 40: Types of auto KOLs to follow, 2023
                                                  • The importance attached to professionalism has led to a significant increase in the focus on professional reviewers
                                                    • Figure 41: Types of auto KOLs to follow, 2023
                                                • Attractions of Online Car Purchase

                                                  • The driving force of trade-in to promote online car purchase is worth expecting
                                                    • Figure 42: Attractions of online car purchase, 2023
                                                  • Delivering vehicles on-site may be more attractive to 30-39 year old owners due to its convenience
                                                    • Figure 43: Attractions of online car purchase, by age, 2023
                                                  • Offline after-sales service without region restrictions is more attractive to car owners in lower tier cities
                                                    • Figure 44: Attractions of online car purchase, by city tier, 2023
                                                • Car Purchasing Attitudes

                                                  • About half of car owners are willing to provide data to get better services
                                                    • Figure 45: Attitudes towards car purchase, 2023
                                                  • Car owners who buy replacement or additional vehicles care more about hedging the risks by referring to other car buyers’ choices
                                                    • Figure 46: Attitudes towards car purchase, by age, 2023
                                                  • Sharing usage information may resonate better with owners of higher-priced cars
                                                    • Figure 47: Attitudes towards car purchase, by car purchase price, 2023
                                                • Appendix

                                                  • Methodology
                                                    • Abbreviations

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