On December 4, 2021, the "2022 China Automotive Market Development Forecast Summit" hosted by the China Association of Automobile Manufacturers was held in Yibin City, Sichuan Province, under the guidance of the China Association of Automobile Manufacturers, and jointly completed by the ICDC Intelligent Automobile Industry Research Institute of the Ministry of Industry and Information Technology, Tuanche Group and iResearch, the "2021 Automotive Industry Marketing Research Report" (hereinafter referred to as the "Marketing Research Report") was officially released at the meeting.
(2022 China Auto Market Development Forecast Summit Site)
As one of the most important conferences in the automotive industry every year, the Automotive Market Development Forecast Summit provides guiding opinions for enterprises to formulate business strategies by inviting relevant government departments, well-known research institutions and leading enterprises to jointly study and judge the industrial development trend in the new year. Under the dual impact of the impact of the epidemic and consumer changes, automobile marketing has faced many challenges in the past two years, how to accurately grasp consumer behavior, rapidly improve marketing efficiency is the focus of the entire industry, in this context, the "Marketing Research Report" came into being. Based on the big data of Tuanche, the report deeply analyzes the changes in demand and analyzes future marketing trends through in-depth interviews with nearly 1,800 consumers and dozens of industry veterans, hoping to help automotive companies in the new year. Fu Bingfeng, executive vice president and secretary general of the China Association of Automobile Manufacturers, Tao Xuezhou, member of the Standing Committee of the Yibin Municipal Party Committee and vice mayor of the municipal government, Chen Bin, executive vice president of the China Machinery Industry Federation, Wang Qing, deputy director of the Market Economy Research Institute of the Development Research Center of the State Council, Yuan Hui, chief operating officer of Tuanche, and representatives from dozens of enterprises such as FAW, Dongfeng, Changan, BYD, and Weima attended the meeting.
(Speech by Fu Bingfeng, Executive Vice President and Secretary General of China Association of Automobile Manufacturers)
Fu Bingfeng said: "This year is the opening year of the '14th Five-Year Plan', and it is also the starting point of the key five years of the construction of an automobile power. The industry and enterprises are energetic and promising, firmly driven by innovation, through continuous enrichment of products, relying on the cross-border integration of new technologies, so that the car gradually transforms from a means of transportation to a large mobile intelligent terminal, which shows greater attraction for the main consumer force represented by the post-80s and 90s. With the addition of more new forces, the concept of 'user first' has become more prominent, as long as it can better understand the market and combine a huge space with better products and services, it will surely help China's auto market to develop sustainably, healthily and stably. ”
(Report released by Yuan Hui, Chief Operating Officer of Tuanche)
Yuan Hui said: "Market changes, the impact of the epidemic coupled with technology iteration, a variety of factors have made automobile marketing more complex in recent years, enterprises are more cautious, everyone hopes to maximize efficiency and minimize costs." As a leading automobile trading and service platform in China, Tuanche provides marketing and trading services for tens of thousands of enterprises every year, and has in-depth exchanges with tens of millions of high-intention car buyers, and can more keenly feel the market trend. Therefore, this year, we join hands with iResearch Consulting and the Automotive Intelligent Industry Research Institute, under the guidance of the China Association of Automobile Manufacturers, hoping to integrate the advantages of multiple parties and use the "2021 Automotive Industry Marketing Research Report" to provide more partners with more objective, fair and in-depth marketing advice. ”
The market differentiation is significant, and the marketing demand is upgraded
From January to November 2021, China's passenger car sales totaled 19.060 million units, down 4.7% year-on-year and down 0.9% from the same period in 2019. Although the overall impact of the new crown epidemic on China's automobile industry has gradually faded, the lack of chip supply and the outbreak of scattered epidemics have caused great uncertainty in the market, coupled with the adjustment of policies and regulations, the downward pressure on automobile production and sales is still large. At the same time, the demand for new energy market is growing rapidly, with sales of 2.990 million vehicles in January-November, an increase of 121.1% year-on-year, which also allows enterprises to pay more attention to new energy.
The decline in the market has made the competition between automobile companies more and more fierce, the marketing demands of manufacturers have been further enhanced, and the marketing of automobile brands has been upgraded from brand marketing that focuses on the scope of communication and exposure to the scope of communication, the amount of brand exposure plus the "integration of product effects" of sales lead conversion, and the development of technology and data has made precision marketing the mainstream of the market. The new forces of car manufacturing and the addition of Internet companies, so that the new marketing methods in the automotive industry rapidly rise, on the basis of "product and effect integration", enterprises pay more attention to the quality of sales leads, the pursuit of stores, conversion and turnover rate, "product and marketing integration" has become a more important direction. Due to the rapid rise in public domain traffic costs, the actual user and lead quality has dropped significantly, and it is an important task for many enterprises to complete the establishment of a brand private domain while "integrating products and marketing".
There are many channels for obtaining information, and it is difficult to separate online and offline
According to the report, 72.9% of car owners will choose to obtain relevant information in the vertical media of automobiles, and more than half of consumers will learn about the information through 4S stores, but whether online or offline, consumers have many complaints about traditional channels. Most car owners think that online channels can not feel the real car, the sense of experience is poor, at the same time, advertising push, implantation is too much, the authenticity of information is difficult to judge, the amount of information is large and fragmented, resulting in value information is difficult to extract, etc. Is also a place where car owners are more dissatisfied. The biggest pain point of offline information collection channels is that they cannot compare different models horizontally, and other problems include subjective one-sided information and insufficient diversity of information dimensions.
Although nearly 90% of car owners eventually choose to see cars in 4S stores, the data shows that 55.4% of car owners will go to the auto show to choose cars, especially for the third- to fifth-tier cities where 4S stores are insufficient, and the opaque costs of secondary dealers make the auto show an important scene for them to understand and buy vehicles. More than half of the car owners believe that the core pain point of watching cars in 4S stores is to "spend more money", such as invisible costs and opaque vehicle prices, etc., and large auto shows, city showrooms, and urban group purchases are making up for this, with greater preferential efforts and price transparency, and can see multiple cars at once, convenient geographical location.
New energy: User experience and network expansion are difficult to synchronize
The new forces of car-making have created a "user-centered" operation system for automobiles, enhanced user community operations, and created a content + social + mall + car integrated car life complex based on the brand APP. In terms of marketing model, by adopting the mode of separation of sales services, online reach, and offline experience, it provides users with the ultimate sense of experience and enhances the user's brand and emotional connection. In addition, in the car purchase service, the establishment of a membership system after the car service system, a variety of ways to buy a car to meet the different payment needs of users, service package ladder pricing to meet the different service needs of different models, payment methods, package price users.
The pursuit of a better user experience has also brought many problems to the marketing of new energy enterprises. In terms of online marketing, the target group of new energy vehicle products is single and the audience is limited; the awareness, interest and trust of users in some areas for new energy vehicle products are not high, which requires car companies to carry out a large number of, multiple, and repeated marketing touch, and the input-output ratio is low. In terms of offline marketing, due to the need to spend a lot of costs to enhance consumer feelings, the marketing coverage of car companies in some regions is relatively limited.
Full link is king, full lifecycle management
In the future, with the increasingly fierce competition in China's auto market and the rapid development of communication forms and technologies, the data of traditional marketing channels is difficult to open, online and offline channels are relatively separated, and the problems caused by data tracking and analysis from online exposure to offline transactions will become more and more serious. Enterprises must achieve the integration of online and offline connection, grasp the data of each core node of the whole chain of car purchase, combine the data characteristics of different scenarios, analyze and judge the characteristics of user behavior and conversion, in order to create a better marketing mix strategy. In the future, enterprises with online and offline integrated marketing capabilities will have the opportunity to better realize the integration of products and marketing.
Public domain traffic has become increasingly unable to meet the marketing needs of current manufacturers, and manufacturers hope and need to establish links directly with users. Based on this, manufacturers should start to build their own private domain traffic pools, attach importance to the whole life cycle management of private domain users, continue to output brand value and culture, enhance brand identity on the basis of realizing high-frequency two-way interaction, and develop user lifetime value in order to tap new growth breakthroughs from existing users.
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The group car was created in 2010 and successfully listed on the NASDAQ in the United States in 2018. By creating a multi-dimensional digital automobile trading scene matrix, Tuanche has become a leading automobile trading and service platform in China, with vertical in-depth scenes and covering the whole country. So far, Tuanche has achieved more than 2 million new car transactions, accurately covered more than 50 million users, and provided industry-leading "product and marketing integration" solutions for more than 14,000 partners in 240 cities across the country.