2022
0
China Car Marketing and Retailing Market Report 2022
2022-03-22T03:01:45+00:00
OX1100907
3695
149123
[{"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
“Specialised automotive platforms remain the main channel among car owners for car purchase-related information, but new online channels, such as social media and short video platforms, have been gradually accepted,…

China Car Marketing and Retailing Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Specialised automotive platforms remain the main channel among car owners for car purchase-related information, but new online channels, such as social media and short video platforms, have been gradually accepted, mainly by young consumers. Brand apps have become an effective portal for brands to establish bonds with car owners online. Both car-related and lifestyle services information can resonate with car owners. The car market has entered an incremental age, and with it brands have begun efforts to satisfy the differentiated demands of various consumer segments through diverse new marketing forms. At the same time, as brands increasingly emphasise the user mindset, user demand-oriented customised products and services will be preferred.”
– Austin Yuan, Research analyst

This Report looks at the following areas:

  • Information channels: automotive specialised platforms remain the mainstream, while short video platforms have potential
  • Content published through brand official channels that consumers are interested in: improve car-related lifestyle marketing around core functions of cars
  • Brand image: BBA lead technologically, while BYD earn trust in various areas
  • Dissatisfaction points during the car purchasing process: considerable room for car dealers to improve their customer satisfaction
  • Preference for online car retailing platforms: online car purchasing has potential and brands’ direct sale websites are recognised the most, perhaps due to their transparency
  • Attitudes towards car marketing and retailing: reassurance prompted by high sales volume is the top car purchase consideration and new marketing forms are emerging

Table of Contents

  1. Overview

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

            • The market
              • COVID-19 outbreak and chip shortage gradually ease and passenger car sales volume grow steadily
                • Figure 1: Sales volume of passenger cars in China, 2016-21 (est)
              • Sales volume is forecast to reach 27.67 million units in the next five years
                • Figure 2: Sales volume and forecast of passenger cars in China, 2016-26
              • Financial confidence restored to pre-pandemic level
                • Figure 3: Confidence in improving future finances – very confident/somewhat confident, by city tier, 2020-21
              • Upgrading from traditional 4S stores to diverse sales models
                • Data the winning key in the intelligent car connectivity age
                  • Content marketing going Guochao (China chic)
                    • Crossover marketing becomes popular
                      • Companies and brands
                        • Total sales volume increases, while leading manufacturers suffer negative growth
                          • Figure 4: Ranking of manufacturers in retail sales volume, China, 2021
                        • Geometry’s ‘Cloud Tree Planting’ event
                          • Figure 5: The poster of Geometry’s ‘Aksu Apple Tree Plan’, 2021
                        • Hyundai uses worn-out car parts to create fashion items
                          • Figure 6: Fashion items made with worn-out car parts, 2021
                        • BAIC ORV creates its first female car owners’ club
                          • Figure 7: BAIC ORV female car owners’ club – BJ LADY CLUB, 2021
                        • FAW-Volkswagen Audi’s short film Two Keyboards
                          • Figure 8: Audi’s micro-film Two Keyboards, 2021
                        • BMW concept car can change body colour at the click of a button
                          • Figure 9: BMW iX M60, 2021
                        • BMW’s illuminated kidney grills make the brand more recognisable
                          • Figure 10: The BMW XM Concept, 2021
                        • Volkswagen Group crafts seats out of recycled marine debris
                          • Figure 11: Volkswagen Cupra’s seats, 2021
                        • LG Omnipod concept cabin accommodates diverse lifestyle scenarios in the car interior
                          • Figure 12: Omnipod concept cabin, 2021
                        • Continental ShyTech Displays offer design, functionality and safety in one
                          • Figure 13: ShyTech Displays, 2021
                        • The consumer
                          • Automotive specialised platforms remain the mainstream, while short video platforms have potential
                            • Figure 14: Information channels, 2022
                          • Improve car-related lifestyle marketing by focusing on core functions of cars
                            • Figure 15: Content published through brand official channels that consumers are interested in, 2022
                          • BBA lead technologically, while BYD earns trust in various aspects
                            • Figure 16: Brand image, 2022
                          • Considerable room for car dealers to improve their customer satisfaction
                            • Figure 17: Dissatisfaction points during car purchasing process, 2022
                          • Online car purchasing has potential and brands’ direct sale websites in strong position thanks to their transparency
                            • Figure 18: Preference for online car retailing platforms, 2022
                          • Reassuring high sales volume is the top car purchase consideration as new marketing forms emerge
                            • Figure 19: Attitudes towards car marketing and retailing, 2022
                          • What we think
                          • Issues and Insights

                            • Create car owner-oriented brand official apps and establish sustainable connections with users
                              • The facts
                                • The implications
                                  • Figure 20: My BMW app, 2021
                                • Customisation and exclusivity concepts help brands attract female consumers
                                  • The facts
                                    • The implications
                                      • Figure 21: Dongfeng Fengxing T5 EVO Goddess model, 2021
                                    • Inviting users to co-create is a win-win for both users and brands
                                      • The facts
                                        • The implications
                                          • Figure 22: Great Wall Motor Poer (长城炮) – ‘A Thousand Co-creating Officers Programme’, 2021
                                      • Market Size and Forecast

                                        • COVID-19 outbreak and chip shortage gradually ease and passenger car sales volume grow steadily
                                          • Figure 23: Sales volume of passenger cars in China, 2016-21 (est)
                                        • Sales volume is forecast to reach 27.67 million units in the next five years
                                          • Figure 24: Sales volume and forecast of passenger cars in China, 2016-26
                                      • Market Factors

                                        • Financial confidence restored to pre-pandemic level
                                          • Figure 25: Confidence in improving future finances – very confident/somewhat confident, by city tier, 2020-21
                                        • Upgrading from traditional 4S stores to diverse sales models
                                          • Data the winning key in the intelligent car connectivity age
                                            • Content marketing going Guochao (China chic)
                                              • Crossover marketing becomes popular
                                              • Market Share

                                                • Total sales volume increases while leading manufacturers suffer negative growth
                                                  • Figure 26: Ranking of manufacturers in retail sales volume, China, 2021
                                              • Product Trend

                                                • Charity marketing
                                                  • Geometry’s ‘Cloud Tree Planting’ event
                                                    • Figure 27: The poster of Geometry’s ‘Aksu Apple Tree Plan’, 2021
                                                  • Hyundai uses worn-out car parts to create fashion items
                                                    • Figure 28: Fashion items made with worn-out car parts, 2021
                                                  • Female marketing
                                                    • BAIC ORV creates its first female car owners’ club
                                                      • Figure 29: BAIC ORV female car owners’ club – BJ LADY CLUB, 2021
                                                    • Resonance marketing
                                                      • FAW-Volkswagen Audi’s short film Two Keyboards
                                                        • Figure 30: Audi’s micro-film Two Keyboards, 2021
                                                    • New Product Trend

                                                      • BMW concept car can change body colour at the click of a button
                                                        • Figure 31: BMW iX M60, 2021
                                                      • BMW’s illuminated kidney grills make the brand more recognisable
                                                        • Figure 32: The BMW XM Concept, 2021
                                                      • Volkswagen Group crafts seats out of recycled marine debris
                                                        • Figure 33: Volkswagen Cupra’s seats, 2021
                                                      • LG Omnipod concept cabin accommodates diverse lifestyle scenarios in the car interior
                                                        • Figure 34: Omnipod concept cabin, 2021
                                                      • Continental ShyTech Displays offer design, functionality and safety in one
                                                        • Figure 35: ShyTech Displays, 2021
                                                    • Information Channels

                                                      • Automotive specialised platforms remain the mainstream, while short video platforms have potential
                                                        • Figure 36: Information channels, 2022
                                                      • Higher earners prefer to establish a car knowledge structure and lower earners tend to look for detailed and vivid introduction to cars
                                                        • Figure 37: Information channels – Actively search, by household income, 2022
                                                      • Silver generation are not good at acquiring car-related information online
                                                        • Figure 38: Information channels – Actively search, by age, 2022
                                                      • New energy car owners more likely to actively search for car information through various channels than fuel car owners
                                                        • Figure39: Information channels – actively search, by car ownership, 2022
                                                    • Content Published through Brand Official Channels that Consumers Are Interest in

                                                      • Improve car-related lifestyle marketing with a focus on core functions of cars
                                                          • Figure 40: Content published through brand official channels that consumers are interested in, 2022
                                                        • 50s-59s expect more straightforward product demonstration for easier learning
                                                          • Figure41: Content published through brand official channels that consumers are interest in, by age, 2022
                                                        • Car owners in lower tier cities tend to expect connections with car brands to enrich their lifestyles
                                                          • Figure42: Content published through brand official channels that consumers are interested in, by city tier, 2022
                                                        • Car owners’ club activities are more valued by car owners who are parents
                                                          • Figure 43: Content published through brand official channels that consumers are interest in, by whether having child/children, 2022
                                                      • Brand Image

                                                        • BBA lead technologically, while BYD earns trust in various aspects
                                                          • Figure 44: Brand image, 2022
                                                        • Geely’s up-to-date brand image is more recognised in the lower tier market
                                                          • Figure 45: Brand image – Up-to-date/trendy, by city tier, 2022
                                                        • BYD leads domestic brands in technology thanks to new energy position
                                                          • Figure 46: Brand image – Strong technical capability, by car ownership, 2022
                                                      • Dissatisfaction Points during Car Purchasing Process

                                                        • Considerable room for car dealers to improve their customer satisfaction
                                                          • Figure 47: Dissatisfaction points during car purchasing process, 2022
                                                        • Surveyed 18-29s car owners are particularly dissatisfied with the cumbersome car purchase process
                                                          • Figure 48: Dissatisfaction points during car purchasing process, by age, 2022
                                                        • Customised services vital for satisfying additional or replacement car buyers
                                                          • Figure 49: Dissatisfaction points during car purchasing process, by car purchase condition, 2022
                                                        • Better display of car function configurations required for new energy car owners
                                                          • Figure 50: Dissatisfaction points during car purchasing process, by car ownership, 2022
                                                      • Preference for Online Car Retailing Platforms

                                                        • Online car purchasing has potential and brands’ direct sale websites most recognised thanks to their transparency
                                                          • Figure 51: Preference for online car retailing platforms, 2022
                                                        • Car brands’ direct sale websites are most accepted by older surveyed car owners
                                                          • Figure 52: Preference for online car retailing platforms, by age, 2022
                                                        • Surveyed tier 1 city car owners expect more flexible loans
                                                          • Figure 53: Preference for online car retailing platforms, by city tier, 2022
                                                      • Attitudes towards Car Marketing and Retailing

                                                        • Reassuring high sales volume is the top car purchase consideration as new marketing forms emerge
                                                          • Figure 54: Attitudes towards car marketing and retailing, 2022
                                                        • Brand activities are particularly favoured by surveyed car owners who are additional or replacement car buyers
                                                          • Figure 55: Attitudes towards car marketing and retailing, by car purchase condition, 2022
                                                        • Pre-ordering the latest model is more appealing to car owners with higher budgets
                                                          • Figure 56: Attitudes towards car marketing and retailing, by car purchasing budget, 2022
                                                        • Exclusiveness attracts female car owners more
                                                          • Figure 57: Attitudes towards car marketing and retailing, by gender, 2022
                                                      • Appendix

                                                        • Methodology
                                                          • Abbreviations

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