China Car Purchasing Process Market Report 2022
£ 3,695 (Excl.Tax)
Report Summary
“With the continuous rebound and growth of the domestic macro economy in China, more consumers in the auto market have had the chance to satisfy their need to purchase another car or replace a car, leading to a noticeable increase in the year-on-year growth of new car sales volume. At the initial stage of car purchasing, consumers today have clearer requirements for practical aspects of cars, such as intelligent configuration, car power and appearance. Therefore, it has become more important for brands to notice and explore consumers’ evolving product demands as well as enhance brand awareness and consumer favourability towards brands with more direct and straightforward communication about product design on platforms.”
– Austin Yuan, Research analyst
This report will look at the following areas:
- Car purchase motivations: career development need is the top-ranked car purchase motivation
- Car purchase concerns: the functionality of the passenger space should be considered as part of the smart cabin concept
- Car purchase considerations: requirements for features becomes a top three priority
- Information channels for car purchase: professional channels remain the main portals influencing the surveyed car owners’ car purchase decisions
- Brand images: the value for money of premium NEV brands is still in doubt
- Activities to enhance consumers’ favourability: exclusive services to assist transporting may help car companies shift their focus from products to services
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Report scope
- What you need to know
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Executive Summary
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- The market
- COVID-19 outbreak and chip shortage gradually ease and China car sales volume grows 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
- Trade-up demand still robust
- Figure 3: Volume and share of car replacement, 2016-20
- Stepping up both hardware and marketing efforts, domestic brands increase share of sales volume
- Figure 4: Share of sales volume, by origin country, 2018-21
- Companies and brands
- Emphasise intelligent brand label with technological image
- Figure 5: Jetta’s intelligent car robot Jettaman, 2021
- Demonstrating performance advantages with offline test drive experience
- Figure 6: The fabled Qinglong 24-bend road challenge, 2021
- Leveraging ‘experience officers’ to create a Guochao IP
- Figure 7: Haval H6 Guochao model, 2021
- Audi adaptive colour paint technology provides different appearances
- Figure 8: Audi adaptive colour
- Genesis launches an optimised face recognition interactive experience
- Figure 9: Face Connect
- The consumer
- Career development need is the top-ranked car purchase motivation
- Figure 10: Car purchase motivations, 2021
- Smart cabins should consider the functionality of the passenger space
- Figure 11: Car purchase concerns, 2021
- Requirements for features becomes a top three priority
- Figure 12: Car purchase considerations, 2021
- Professional channels still main portals influencing surveyed car owners’ car purchase decisions
- Figure 13: Information channels for car purchase, 2021
- Value for money of premium NEV brands still in doubt
- Figure 14: Brand image, 2021
- Exclusive transport services may help car companies shift from products to services
- Figure 15: Activities to enhance consumers’ favourability, 2021
- What we think
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Issues and Insights
- An intelligent label needs both good-looking appearance and to prove its value
- The facts
- The implications
- Figure 16: Lincoln’s holographic logo, 2021
- Innovation in car companies’ apps helps generate private traffic
- The facts
- The implications
- Figure 17: NIO Day event, 2021
- ‘Proving’ the brand meaning with sincere value of services
- The facts
- The implications
- Figure 18: Car brands helping Henan, 2021
- An intelligent label needs both good-looking appearance and to prove its value
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Market Size and Forecast
- COVID-19 outbreak and chip shortage gradually ease and car sales volume grow steadily
- Figure 19: 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 20: Sales volume and forecast of passenger cars in China, 2016-26
- COVID-19 outbreak and chip shortage gradually ease and car sales volume grow steadily
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Market Factors
- Trade-up demand still robust
- Figure 21: Volume and share of car replacement, 2016-20
- Focusing on BEVs to accelerate shift to new energy cars
- Figure 22: Share of NEVs in China, by sales volume, 2018-21
- Trade-up demand still robust
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Market Segmentation
- Stepping up efforts in both hardware and marketing, domestic brands’ share of sales volume increases
- Figure 23: Share of sales volume, by origin country, 2018-21
- With space and power advantages, SUVs’ share of sales volume further increased
- Figure 24: Share of different types of cars in China, by sales volume, 2018-20
- Stepping up efforts in both hardware and marketing, domestic brands’ share of sales volume increases
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Marketing Campaigns
- Emphasise intelligent brand label with technological image
- Figure 25: Jetta’s intelligent car robot Jettaman, 2021
- Cute and fun two-dimensional marketing caters to female consumers
- Figure 26: ORA’s display at China Joy, 2021
- Demonstrating performance advantages with offline test drive experience
- Figure 27: The fabled Qinglong 24-bend road challenge, 2021
- Leveraging ‘experience officers’ to create a Guochao IP
- Figure 28: Haval H6 Guochao model, 2021
- Emphasise intelligent brand label with technological image
-
New Product Trend
- Audi adaptive colour paint technology provides different appearances
- Figure 29: Audi adaptive colour
- Genesis launches an optimised face recognition interactive experience
- Figure 30: Face Connect
- Skoda uses bio-materials in the car interior
- Figure 31: Skoda interior using bio-materials
- Xpeng plans trial flights for its Xpeng HT Aero flying car in Europe in the first half of 2022
- Figure 32: Xpeng HT Aero flying car
- Audi adaptive colour paint technology provides different appearances
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Car Purchase Motivations
- Career development need is the top-ranked car purchase motivation
- Figure 33: Car purchase motivations, 2021
- Cars are becoming a necessity for the younger generation’s career development
- Figure 34: Car purchase motivations, by age, 2021
- Surveyed female car owners strongly desire to own their own cars
- Figure 35: Car purchase motivations, by gender, 2021
- Career development need is the top-ranked car purchase motivation
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Car Purchase Concerns
- Smart cabins should consider the functionality of the passenger space
- Figure 36: Car purchase concerns, 2021
- Young car owners have a high demand for good interior and exterior designs
- Figure 37: Car purchase concerns, by age, 2021
- High-priced car owners particularly value intelligent configurations and abundant optional configurations
- Figure 38: Car purchase concerns, by car purchase price, 2021
- Smart cabins should consider the functionality of the passenger space
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Car Purchase Considerations
- Requirements for features becomes a top three priority
- Figure 39: Car purchase considerations, 2021
- Differentiation demand for configurations, power and appearance weakens consumers’ preferences towards certain brands
- Figure 40: Car purchase considerations, by car ownership time, 2021
- Six in 10 SUV owners have a target model when purchasing
- Figure 41: Purchase factors of fragrances, by car type, 2021
- Most petrol car owners do not have a petrol-only mindset
- Figure 42: Car purchase considerations, by car energy type, 2021
- Requirements for features becomes a top three priority
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Information Channels for Car Purchase
- Professional channels still main portals influencing surveyed car owners’ car purchase decisions
- Figure 43: Information channels for car purchase, 2021
- Specialised platforms have less influence on car owners aged 20-29
- Figure 44: Information channels for car purchase, by age, 2021
- High-priced car owners are greatly influenced by official channels and other consumers’ opinions
- Figure 45: Information channels for car purchase, by car purchase price, 2021
- Professional channels still main portals influencing surveyed car owners’ car purchase decisions
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Brand Image
- Value for money of premium NEV brands still in doubt
- Figure 46: Brand image, 2021
- BBA’s young tone strategy starting to work and car appearance become the biggest sweet spot
- Figure 47: Brand image – strong sense of fashion, by age, 2021
- Competition over intelligent functions provides more growth opportunities for traditional car brands
- Figure 48: Brand image – high level of intelligence, by car ownership time, 2021
- Value for money of premium NEV brands still in doubt
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Activities to Enhance Consumers’ Favourability
- Exclusive transportation services may help car companies shift from products to services
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- Figure 49: Activities to enhance consumers’ favourability, 2021
- Self-driving tours organised by brands are less appealing to young people
- Figure 50: Activities to enhance consumers’ favourability, by age, 2021
- More owners of high-priced cars desire exclusive services
- Figure 51: Activities to enhance consumers’ favourability, by car purchase price, 2021
- Exclusive transportation services may help car companies shift from products to services
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Appendix
- Methodology
- Abbreviations
- Methodology
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