There may be nothing more troublesome for the company than the congestion on the way to work. This has become one of the increasingly serious symptoms of urban diseases in China, and the continuous increase in car ownership has made managers face challenges. But from another perspective, this also means that the automotive industry has ushered in an opportunity for development.
In 2007, the number of cars per 100 households in urban households nationwide was only 6.1. Today, this number has more than quadrupled, increasing to 25 vehicles. A recent report by Accenture called "Automotive Research: What Digital Drivers Need" confirms this trend, with data showing that 87% of consumers bought new cars in 2014, far more than 11% of used cars. In 2012, these two figures were 56% and 44% respectively.
In addition, 60% of respondents said they would consider updating their home cars within two years. Nearly half of them are even prepared to replace their cars within a year. These phenomena show that consumers have a strong desire to consume cars.
On the one hand, people have gradually formed a preference for new cars in the past few years. On the other hand, the demand for consumers with cars to replace new cars is urgent. The superposition of the two makes the increase in the automobile market obviously expand.
When you buy a new car, what factors will affect your decision?
While the automotive industry is ushered in another round of growth, the Internet is also looting in various industries. Among the factors affecting car buyers' consumption decisions, the influence of offline factors is gradually weakening. In 2012, 58% of respondents said they would be affected by family, friends or colleagues, but the latest data shows that this percentage has dropped significantly by 17%.
This is an interesting phenomenon. In traditional marketing, cars are included in the category of highly involved goods. Scholars believe that unlike fast food products such as food and beverage, consumers often engage in the entire purchase process when purchasing high-volume goods, and collect a large amount of information in order to make less risky decisions. In this case, the actual experience is necessary. Link.
But the Internet seems to tell people that no change is impossible. In the survey, only 7% of respondents expressed doubts about whether the Internet can affect the auto industry. More people are open to this, and 2/3 of consumers report that they have bought a car online or are willing to consider buying a car online.
The impact of the Internet is gradually strengthening, with 38% of respondents indicating that the purchase process will be affected by the car website or online publications, 36% will be affected by the car manufacturer's website, and social media or user feedback will affect 32% of the interviews. By. Compared with the global average, China's developed Internet industry has a deeper impact on consumers. The three data reached 46%, 44% and 43% respectively.
Changes in the capital market can explain the problem more intuitively. As the world's most visited car website, the stock price of the car home listed on the NYSE has risen from the initial 17 dollars to the current 55 dollars, reflecting investors' optimism about the development potential of the Chinese market.
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