Since 2009, China's automobile production and sales have been ranked first in the world for eight consecutive years. As of the end of 2016, China's car ownership has reached 194 million. With the rapid growth of China's automobile production and sales, more and more car companies have begun to join this rapidly expanding industrial chain, and for consumers, cars have transformed from the original luxury goods to the necessities of life, so How to choose the brand that suits you is also a big problem for us. In response to this, some media have brought the "2016 China Automobile Manufacturers Brand Impact Index Report" through big data analysis. Through the analysis of latitudes of different ages, different regions and different models, the consumers are fully explained when buying a car. A series of factors considered to help you make better choices.
Introduction of Chinese Automobile Manufacturers Brand Impact Index Data and Calculation Methods
Before you read this article, we will first explain the calculation formula, data source, ranking basis, etc. used in the article "2016 China Auto Manufacturers Brand Impact Index Report".
For the algorithm of manufacturer brand influence, we use the car home big data as the basis of model calculation. Through analysis, we find that consumers often experience four stages of “cognition, interest, intention, and transaction†in the process of buying a car. Based on the background data, we counted the number of all users corresponding to these four tags, and obtained the report through the relevant calculation formula. The data period for this report is January 2016 - December 2016.
Manufacturer brand influence index comprehensive list
First of all, let's take a look at the list of manufacturers' brand influence comprehensive index that everyone is most concerned about. According to statistics, the top three companies in this ranking are successful joint ventures, of which SAIC Volkswagen scored 36.89. The index ranks first in the rankings, which is a deserved reputation for SAIC Volkswagen, which has successfully taken over the sales of the domestic passenger car market in 2016. Changan Automobile, Geely Automobile, Great Wall Motor and other Chinese brands have also achieved good results in this round of competition. Changan Automobile is ranked fourth in the ranking with a slight gap of 0.12.
In the joint venture brand influence index rankings, SAIC Volkswagen, FAW-Volkswagen, and Beijing Hyundai have become the top three companies. As representatives of luxury car brands, FAW-Volkswagen Audi, Beijing Benz and BMW Brilliance are ranked ninth, fifteenth and sixteenth respectively.
Comparing the rankings of Chinese automakers and imported automakers' brand influence index, it can be found that in the eyes of consumers, the influence of Chinese automakers' brands is much higher than that of imported automakers. Therefore, for imported auto manufacturers, how to seize the hearts of Chinese consumers will still be a big challenge. On the merits of investing, we only serve Zhongtai Auto (the fourth place in the ranking of Chinese manufacturers' brand influence index).
Manufacturer brand influence of different models
In the compact car market and the mid-size car market, North and South Volkswagen firmly locked the top two positions in the rankings, among which FAW-Volkswagen won the brand influence index of the two models in one fell swoop, while in the medium-sized In the car market, the influence of luxury brands began to appear. FAW-Volkswagen Audi took the lead in the second place, while BMW Brilliance and Beijing Benz ranked seventh and ninth respectively.
According to statistics, in 2016, the performance of Chinese brand SUVs was outstanding, with a total sales of 5.268 million units, a year-on-year increase of 57.6%, accounting for 50% of the total sales of Chinese brands. As Chinese consumers have an indescribable preference for SUV models, Chinese brands are particularly concerned about the demand for “self-familyâ€. As a long-term successor to China’s SUV sales for 14 consecutive years, it has achieved small SUVs and compact The SUV's brand influence index rankings are not unexpected. Except for Great Wall Motors, there are four Chinese brands in the top two rankings, and the influence of Chinese brands in the mid-size SUV market needs to be improved. Only three brands have entered the rankings, which is also related to the lack of products of Chinese brands in this category. With the continued popularity of the domestic SUV market in 2016, the SUV segment has entered a new round of competition. With the large-scale sales of medium-sized SUVs such as Angkewei and Audi Q5, independent brands have begun to exert their strength. It is believed that with the launch of a series of domestic medium-sized SUV products such as Great Wall WEY VV7, Chuanqi GS8 and Dongfeng Fengguang 580, the competition in the future medium-sized SUV market will become more intense.
After reading the influence list of the manufacturer's brand, let's look at the consumer's preference for each model. Among the top TOP5 users' attention levels, SUV models are ranked higher, mainly in the top five positions. Among them, compact SUVs, medium SUVs and small SUVs rank second, fourth and fifth respectively. .
Vendor brand influence in different regions
The territoriality of automakers is also a key factor affecting the influence of manufacturers' brands. In the northern market, the brand influence ranking of Beijing manufacturers has a good brand recognition in North China, while FAW Toyota and FAW-Volkswagen Audi It has a high brand awareness in the Northeast, and these two regions are precisely the location of the factories of these three companies. Therefore, the geographical advantages are more obvious. Because of this, the influence of Chinese brand manufacturers Great Wall Motor, Geely Automobile and Changan Automobile in the northern region is also prominent.
In the East China and Central China market manufacturers' brand influence rankings, SAIC Volkswagen and SAIC-GM Buick are more popular in East China and Central China, while Chinese brand manufacturers Geely Automobile and Changan Automobile have deeper influence in East China and Central China.
In the list of manufacturers' brand influence in South China and Southwest China, the Japanese car that has been stationed in South China has become the "darling" of its market, and its brand influence is outstanding. In the southwest, Changan Automobile and Changan Ford have advantages.
According to the analysis of China's automobile consumption area, at present, the consumption population in the coastal areas is higher, while the inland areas have fewer consumers. Among them, the more developed economy in East China accounts for 34.2% of the total national automobile consumption. In North China and Central China, it was 13.7%.
By analyzing the national hobbies of car consumers in different regions, we find that Chinese brands have a prominent advantage in the relatively underdeveloped central and western regions. The main reason is that some of the current Chinese brands have lower positioning, compared with imported and joint venture brands. Compared with the price advantage, it has more consumers in the more central and western regions.
Vendor brand influence of consumers of major age groups
Analysis of the consumer groups at different ages corresponding to different brands is definitely an important part of the brand positioning for auto companies. According to the analysis of the brand preference of automobile consumers in the main age groups in China, the consumer groups of North and South Volkswagen have the widest coverage, and the age span is between 23 and 48 years old, while the consumption groups of Beijing Hyundai, Geely Automobile and Dongfeng Honda are mainly concentrated in 23 -35 years old. The Chinese manufacturers Changan Automobile and Great Wall Motor have gained high recognition in the mature group.
With the constant changes in the structure of consumer groups, more and more 80s and 90s have become the main force of automobile consumption. According to analysis, young consumers between the ages of 23 and 35 have accounted for more than 60% of China's automobile consumption groups. This change has been detected by more and more car brands. Therefore, “brand rejuvenation†has become the hottest word in the corporate strategy in recent years.
Car consumer buying considerations
In view of the many factors considered by consumers to purchase cars, we can find that the price factor is the most considered problem for Chinese car buyers when purchasing. This is also the primary reference index for most ordinary consumers to purchase vehicles. In addition, quality, The appearance, safety, fuel consumption and other issues are also the focus of consumers.
Among the five major factors considered by consumers to buy cars, small SUVs, compact SUVs, and compact car buyers are price-sensitive groups, and their purchases are most affected by price factors. Therefore, at these three levels In the market, the price wars of car models launched by automakers are also the most intense. While mid-sized SUVs and mid-size car purchasers are relatively less sensitive to price, the car group is more concerned with appearance, safety and quality issues.
From the regional analysis of the factors of car purchase, the difference in purchasing drivers of car buyers in different regions is not obvious. Among them, the consumer groups in the seven regions we surveyed have more uniform attention to price, and secondly, quality issues are also driving consumers. One of the main factors of purchase. Such consumer demand is in line with the expectations of consumers for new cars at the time of purchase - good quality and low price.
Finally, let's take a look at their car buying needs from different age groups. According to analysis, the young consumers of 23-26 years old are less sensitive to price. They have younger, more fashionable and individualized labels. Their requirements for appearance are higher than other factors of car purchase. Products with a strong sense of design tend to impress younger. Consumer. For the 27-40 year old consumer group, the most attention to price, followed by appearance and quality. In contrast, consumers over the age of 40 are more stable and low-key, so the factor they are most concerned with is quality, and the requirements for appearance are not high.
to sum up
Through this analysis report, we can more comprehensively understand the current brand influence ranking of Chinese automakers, as well as the factors considered by consumers of different ages and regions in choosing a car. It is worth mentioning that With the continuous expansion of consumer groups, consumers' demand for cars has also become more diverse from simple vehicles. Therefore, for auto manufacturers, they must identify their brand positioning “quickly, accurately, and ambiguouslyâ€, impress consumers with sincerity, and win their own market share.
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