2021
0
China Auto Influencers Market Report 2021
2021-07-08T04:05:03+01:00
OX1047495
3695
140111
[{"name":"Automotive","url":"https:\/\/store.mintel.com\/industries\/transport\/automotive"}]
Report
en_GB
“After the COVID-19 outbreak, automotive marketing models underwent tremendous change. Marketing formats such as live streaming were widely adopted by brands to meet social distancing restrictions. As such, more automotive…

China Auto Influencers Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the China Auto Influencers market, including the behaviours, preferences and habits of the consumer.

This Report covers consumers’ preferences towards different types of influencers or KOLs in the automotive industry, the platforms they use to view KOL content, viewing frequency and the type of content they are interested in. This Report also discusses how consumers interact and engage with influencers and how influencers impact consumers’ car purchasing decisions.

Over the next five years, channel networks will play a more critical role in the industry. While the sales volume declined in 2020 compared with 2019, a surge in online services and virtual showrooms shave improved the reach and influence of brands.

By exploring the factors behind what consumers like and dislike about different types of influencers, the Report provides brands with new perspectives to build effective influencer marketing strategies.

Read on to discover more details or take a look at all of our China Automobile market research.

Quickly understand

  • Features of consumers’ favourite automotive KOLs
  • Types of KOLs followed by consumers on various platforms
  • Auto KOLs’ influence on car purchasing decisions
  • Interest in products recommended by KOLs
  • Interest in content published by auto KOLs
  • Attitudes towards auto KOLs
  • Luxury car influencers.
  • Car influencers China.

Covered in this report

Brands: Douyin, Audi, Ocean Engine (巨量引擎), Haval, Weibo, WeChat, bilibili, Zhihu.

Expert analysis from a specialist in the field

This report, written by Austin Yuan, a leading analyst in the Research Analyst sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

After the COVID-19 outbreak, automotive marketing models underwent tremendous change. Marketing formats such as live streaming were widely adopted by brands to meet social distancing restrictions. As such, more automotive KOLs have been emerging and become active during this period. They are not only leveraging mainstream social media, but also tapping into short video and live streaming platforms. The majority of consumers hold positive attitudes towards auto influencers and agree with their values. Auto KOLs have become a vital communication method between brands and consumers. They are also an important promotional approach. For instance, Douyin has become an active platform for influencers alongside Weibo and WeChat.
Cross-category KOLs are also crucially influential on car product purchase, especially for young consumers, who trust KOLs’ product recommendations as much as they agree with their values. This trust drives consumers to buy products recommended by these influencers. Meanwhile, consumers today are not only willing to purchase car accessories and related products during live streams, but also generally accept KOL recommendations on big ticket items ie cars. This suggests that KOLs have the potential to sell cars through live streaming events.
Austin Yuan
Research Analyst

 

Table of Contents

  1. Overview

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

            • The market
              • Passenger car market in China maturing, while marketing models brought in during COVID-19 need urgent reform
                • Figure 1: Estimated overall sales volume of new passenger car market, January 2021
              • Usage of mobile data continues to expand
                • Figure 2: Mobile internet data volume and DOU growth, January 2021
              • Automotive content ecosystem delivers ongoing benefits
                • The consumer
                  • Being professional is what consumers care most about
                    • Figure 3: Most appealing features of KOLs, January 2021
                  • Douyin becomes an active platform for KOLs alongside Weibo and WeChat
                    • Figure 4: Types of KOLs followed, by platform, January 2021
                  • Consumers are most likely to be affected by KOLs’ opinions on driving experience and running cost
                    • Figure 5: Aspects of car purchasing decision influenced by KOLs, January 2021
                  • KOLs excel at driving consumers to purchase car accessories and related products
                    • Figure 6: Interest in products recommended by KOLs, January 2021
                  • Consumers see KOLs’ shared content as short-cut to building up knowledge about cars
                    • Figure 7: Interest in content published by KOLs, January 2021
                  • The majority of consumers hold positive attitudes towards auto KOLs’ values
                    • Figure 8: Attitudes towards KOLs’ behaviour, January 2021
                  • What we think
                  • Issues and Insights

                    • Consider the appeal of cross-category and lifestyle KOLs to consumers
                      • The facts
                        • The implications
                          • Figure 9: Chinese animation Ling Cage, 2020
                        • Enhance collaboration with KOLs on short video platforms
                          • The facts
                            • The implications
                              • Figure 10: Douyin platform and top automotive KOLs, 2021
                            • Relationship between celebrity endorsers and car brands viewed in a rational manner
                              • The facts
                                • The implications
                                  • Figure 11: Haval H6 live stream selling event, 2020
                              • The Market

                                • Passenger car market in China maturing, while marketing models brought in during COVID-19 need urgent reform
                                  • Figure 12: Estimated overall sales volume of new passenger car market, January 2021
                                • Usage of mobile data continues to expand
                                  • Figure 13: Mobile internet data volume and monthly DOU growth, January 2021
                                • Automotive content ecosystem delivers ongoing benefits
                                • The Consumer – What You Need to Know

                                  • Consumers pay most attention to KOLs’ professional knowledge
                                    • Douyin becomes an active platform for influencers alongside Weibo and WeChat
                                      • Consumers are most likely to be affected by KOLs’ opinions on driving experience and running cost
                                        • KOLs excel at driving consumers to purchase car accessories and related products
                                          • Consumers want to build up knowledge about cars quickly with the help of influencers
                                            • The majority of consumers hold positive attitudes towards auto KOLs’ values
                                            • Features of Consumers’ Favourite Automotive KOLs

                                              • Being professional is what consumers care most about
                                                  • Figure 14: Most appealing features of KOLs, January 2021
                                                • Non-first time car buyers consider being professional and precise as the most important KOL factors
                                                    • Figure 15: Most attractive features of KOLs – selected features, by car purchase condition, January 2021
                                                  • A style with personal characteristics is more appealing to consumers born in the 1990s and 2000s
                                                      • Figure 16: Most attractive features of KOLs – selected features, by age, January 2021
                                                    • High earners expect content that covers more areas and cross categories more
                                                        • Figure 17: Most attractive features of KOLs – selected features, by monthly household income, January 2021
                                                    • Types of KOLs Followed by Consumers on Various Platforms

                                                      • Douyin becomes an active platform for KOLs alongside Weibo and WeChat
                                                          • Figure 18: Types of KOLs followed, by platform, January 2021
                                                        • Professional reviewers have more experienced fans on WeChat and Weibo
                                                            • Figure 19: Types of KOLs followed – professional reviewer, by platform, by car purchase condition, January 2021
                                                          • Young people prefer to interact with experienced car owners
                                                              • Figure 20: Types of KOLs followed – experienced car owner, by platform, by age, January 2021
                                                          • Auto KOLs’ Influence on Car Purchasing Decisions

                                                            • Consumers are most likely to be affected by KOLs’ opinions on driving experience and running cost
                                                              • Figure 21: Aspects of car purchasing decision influenced by KOLs, January 2021
                                                            • Young consumers are influenced the most by KOLs’ opinions about car appearance and financing
                                                              • : Figure 22: Aspects of car purchasing decision influenced by KOLs, by age, January 2021
                                                            • New energy car owners and intended buyers care more about convenience and failure rate
                                                              • Figure 23: Aspects of car purchasing decision influenced by KOLs, by car ownership and car purchase plan, January 2021
                                                          • Interest in Products Recommended by KOLs

                                                            • KOLs excel at driving consumers to purchase car accessories and related products
                                                              • Figure 24: Interest in products recommended by KOLs, January 2021
                                                            • High income consumers are more interested in car accessories and related products
                                                              • Figure 25: Interest in products recommended by KOLs – seen before and interested, by household income, January 2021
                                                            • KOLs have the potential to sell big ticket items like cars
                                                              • Figure 26: Interest in products recommended by KOLs – seen before and interested and never seen before but interested, by city tier, January 2021
                                                          • Interest in Content Published by Auto KOLs

                                                            • Consumers see KOLs’ shared content as short-cut to building up auto knowledge
                                                              • Figure 27: Interest in content published by KOLs, January 2021
                                                            • High earners present stronger interest in exploring content
                                                              • Figure 28: Interest in content published by KOLs, by monthly income, January 2021
                                                            • Current news and topical content can inspire more interaction among young consumers
                                                              • Figure 29: Interest in content published by KOLs, by age, January 2021
                                                          • Attitudes towards Auto KOLs

                                                            • The majority of consumers hold positive attitudes towards auto KOLs’ values
                                                              • Figure 30: Attitudes towards KOLs’ behaviour, January 2021
                                                            • Young people agree with KOLs’ values to a bigger extent
                                                              • Figure 31: Attitudes towards KOLs’ behaviour, by age, January 2021
                                                            • More high earners trust KOLs to be professional and objective about automotive products
                                                              • Figure 32: Attitudes towards KOLs’ behaviour, by household income, January 2021
                                                          • Appendix – Methodology and Abbreviations

                                                            • Methodology
                                                              • Abbreviations

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