2021
0
China Car Owners in Lower Tier Cities Market Report 2021
2021-10-21T04:09:16+01:00
OX1047235
3695
143667
[{"name":"Automotive","url":"https:\/\/store.mintel.com\/industries\/transport\/automotive"},{"name":"Consumer Lifestyles","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-lifestyles"}]
Report
en_GB
"With ever more automotive KOLs tapping into Douyin and Bilibili, lower tier city consumers can access more automotive information on these video platforms. They prefer professional and humorous automotive influencers,…

China Car Owners in Lower Tier Cities Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“With ever more automotive KOLs tapping into Douyin and Bilibili, lower tier city consumers can access more automotive information on these video platforms. They prefer professional and humorous automotive influencers, who can help consumers learn more knowledge about cars and offer a new form of entertainment or leisure. At the same time, lower tier city consumers now emphasise practical and personalised demands as well as car appearance more. Brands should consider how to be consumer-oriented, catering to their demands for personalisation and entertainment without compromising product quality.”

– Austin Yuan, Research analyst

Key Issues Covered in this Report

  • Car purchase preference: value appearance and sales volume
  • Information sources: shortcuts and pan-entertainment trend
  • Car-related products: leisure, travelling and DIY products
  • Aftersales channels: trust and mutual communication
  • Mindset changes: with the development of infrastructure and technology, recognition of NEVs is enhanced 

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
        • Objective and methodology
          • Quantitative research methodology
            • Figure 1: The sample structure for each city is as follows:
          • Qualitative research methodology
            • Figure 2: Interview cities in the qualitative research
            • Figure 3: Profiles of respondents to the qualitative research
        • Executive Summary

            • Car purchase preference: value appearance and sales volume
              • Figure 4: Photos of cars provided by the qualitative interviewees, 2021
              • Figure 5: Consideration priorities, by age, 2020
            • Referencing content: shortcuts and pan-entertainment trend
              • Figure 6: Photos of cars provided by the qualitative interviewees, 2021
              • Figure 7: Most attractive KOLs, by age, 2021
            • Car-related products: leisure, travelling and DIY products
              • Figure 8: Photos of cars provided by the qualitative interviewees, 2021
              • Figure 9: Attitudes towards KOLs, by age, 2021
            • Aftersales channels: trust and mutual communication
              • Figure 10: Photos of cars provided by the qualitative interviewees, 2021
              • Figure 11: Reasons for repair and maintenance, by age, 2020
            • Mindset changes: with the development of infrastructure and technology, recognition of NEVs is enhanced
              • Figure 12: Photos of cars provided by the qualitative interviewees, 2021
              • Figure 13: Purchase motivations, by age, 2021
            • What we think
            • Introduction to Lower Tier Cities in China

                • Fast rebounded consumption confidence and accelerated consumer affordability
                  • Figure 14: Confidence in improving future finances – very confident/somewhat confident, by city tier, 2020-21
                  • Figure 15: Interviewed experts’ words about consumption confidence and power, 2021
                • NEVs are highly accepted, while domestic brands have great potential
                  • Figure 16: NEV brand image, 2021
                  • Figure 17: Expert interviewee’s take on NEVs, 2020
                • Switch from practical demands to personalisation demands
                  • Figure 18: Car-related accessories, by city tier, 2020
                  • Figure 19: Expert interviewee on the auto modification industry, 2020
              • The Consumer – Car Purchase Preference: Value Appearance and Sales Volume

                • Appearance satisfies consumers with lower car purchase budget
                    • Figure 20: Interview extracts regarding consideration factors for car purchase
                  • Conforming consumers under the influence of reputation
                      • Figure 21: Interview extracts regarding consideration process of car purchase
                    • Percentage of consumers who prioritise brand drops as age increases
                        • Figure 22: Consideration priorities, by age, 2020
                      • Younger consumers are more likely to spend over budget
                          • Figure 23: Reasons for going over budget, by age, 2020
                        • Customised appearance and design can help attract segmented target consumers
                            • Figure 24: Customised colours based on young consumers’ demands – Wuling Hongguang Mini EV Macaron and Xiao Peng G3i, 2021
                            • Figure 25: Chevrolet Menlo Mickey Magic Edition, 2021
                        • Information Sources: Shortcuts and Pan-entertainment Trend

                          • Car review videos become basic teaching materials
                            • Figure 26: Interview extracts regarding content published by consumers’ favourite auto KOLs
                          • An entertaining style becomes key to attracting an audience
                            • Figure 27: Interview extracts regarding consumers’ favourite auto KOLs’ features
                          • An entertaining and humorous style can attract a bigger audience
                            • Figure 28: Most attractive KOLs, by age, 2021
                          • Practical information is more attractive to younger consumers
                            • Figure 29: Information expected to receive from KOLs, by age, 2021
                          • One-stop services and entertaining experience marketing have great potential in lower tier cities
                            • Figure 30: The official website of Gouche8, 2021
                            • Figure 31: Screenshot from the promotional video for mobile game Ace Racer, 2021
                        • Car-related Products: Leisure, Travelling and DIY Products

                          • Self-drive tours became popular and more consumers are willing to purchase leisure and travel products
                            • Figure 32: Interview extracts regarding consumers’ acceptance of recommendations for the self-drive tour lifestyle
                          • Low-priced DIY products offering more comfort to drivers and riders have wide target consumer group
                            • Figure 33: Interview extracts regarding consumers’ acceptance of car DIY products
                          • Auto KOLs have become more influential on young people
                            • Figure 34: Attitudes towards KOLs, by age, 2021
                          • 30-39s are persuaded by KOLs’ recommendations the most
                            • Figure 35: Interest in products recommended by KOLs – never seen before but interested, by age, 2021
                          • Driving pleasure and boundary-breaking cultures help enhance marketing creativity
                            • Figure 36: Polar Fox Action – ARCFOX immersive driving experience camp, 2021
                            • Figure 37: Cultural and creative products from Dongfeng Voyah x Michelin and BAIC limited edition mystery boxes, 2021
                        • Aftersales Channels: Trust and Mutual Communication

                          • Trust in acquaintances is key in lower tier cities
                            • Figure 38: Interview extracts regarding aftersales maintenance and repair channels
                          • Aftersales services demonstrate brands’ performance
                            • Figure 39: Interview extracts regarding influence of maintenance and repair channels on brand images
                          • Aftersales reminder service based on mutual communication has potential
                            • Figure 40: Reasons for repair and maintenance, by age, 2020
                          • Need to consider both trust and mutual communication
                            • Figure 41: Geely Xingyue, 2021
                            • Figure 42: BMW CBS system on iDrive
                        • Mindset Changes: Development of Infrastructure and Technology Enhances Recognition of NEVs

                          • Technology development and favourable policies boost consumers’ recognition of NEVs
                            • Figure 43: Interview extracts regarding consumers’ acceptance of NEVs
                          • BYD enhanced domestic NEVs’ reputation
                            • Figure 44: Interview extracts regarding consumers’ acceptance of domestic NEVs
                          • Trend awareness drove more consumers to accept NEVs
                            • Figure 45: Purchase motivations, by age, 2021
                          • Mileage range remains young consumers’ biggest concern
                            • Figure 46: Purchase concerns, by age, 2021
                          • Flexible car purchase models help attract more users
                            • Figure 47: Xiao Peng Supercharging stations, 2021
                            • Figure 48: NIO BaaS battery leasing service app, 2021
                        • Appendix

                          • Abbreviations
                            • Interviewees’ photos

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