Buying a car is like buying a bag! Female driver car purchase god logic: appearance is very critical, automatic parking is more important

The source of this article: Times Finance Author: Yang Delin Intern He Qing

With the continuous improvement of women's social and economic status, "she economy" has risen rapidly in the entire automobile consumer market.

According to the "2021 China Auto Market Consumption Trend Insight Report", the proportion of female users has reached 33%, while 34% of female users earn in the range of 100,000-200,000. It is reported that in the consideration of the car purchase budget, women pay more attention to the comfort and safety of driving, and also pay more attention to the appearance. In terms of consumer preferences, women's car purchase concept is becoming more pragmatic, and women's demand for financial car purchase is increasing.

On the occasion of the "Goddess Day" on March 8, 5 women of different ages and occupations shared their interesting stories about car purchase and use to Times Finance. "Choose a car that is compatible with her own economic ability and has a good appearance" is the 25-year-old Lin Lin's car purchase logic; the brand is the first choice for Zhan Min to consider when buying a car; and in the process of daily use of cars, Li Jia revealed that automatic parking and reversing images are the basic needs of her daily car; for Zhao Han, who likes fashion and trends, modifying her own car has become her new pleasure... Behind the "god logic", it also reflects the different car consumption and car concepts of the goddesses.

Image source/network Intrusion and deletion, please contact "choosing a car is the same as buying a bag, the appearance value is very important"

Zhang Yangyang (pseudonym), bank clerk, Volkswagen POLO

Zhang Yang is a bank employee who has just entered the workplace, because the place of work is more than 20 kilometers away from home, and after only one year of work, she bought her first car. She believes that "girls choose a car just like buying bags and clothes, and appearance is very important." ”

Zhang Yang revealed that he bought a white Volkswagen POLO, which was less than 120,000 at the time, and now there is no other cost per month except for refueling. According to her, it takes more than 50 kilometers to commute back and forth every day for work reasons, but she does not have much savings when she just works, and the budget is set at between 100,000 and 150,000. "At this stage, the car is just a means of transportation for me, choose a car that can be easily afforded, and you can change it again in 5 or 6 years." But for the car appearance, Zhang Yang has strict requirements, she said that she is most concerned about the appearance of the vehicle, "cost performance in the second, others can see at a glance is whether the car is good or not, if the value is not enough, they are very awkward to drive every day." ”

For how to choose a car of his choice within a limited budget, Zhang Yangyang said that in this price range, the first choice is the Volkswagen brand, "From small to large, I have seen a lot of Volkswagen cars, which are also old brands for many years, and I think they should be trustworthy." ”

In terms of driving performance, when buying a car, she only asked her friends to help look at it, "I don't know much about some car terms, so I let my friends who understand cars help look at it." This car has been sold for so many years, and it is generally not wrong. ”

As for the demand for car replacement, Zhang Yang revealed that his favorite is still BMW MINI, "BMW MINI looks very cute, and after a few years of car replacement, it should consider the products of this brand." ”

"Automatic parking is a daily requirement"

Li Jia (pseudonym), a foreign company employee, Audi A4L

Li Jia is currently working for a foreign company in Shanghai, with an annual income of about 300,000 yuan. According to Li Jia, he has been wearing a driver's license for more than 5 years before buying a car, but he has never driven a car, so parking has become a big problem. When buying a car, in addition to considering factors such as comfort and price, I will also see if there is an "automatic parking" function, "I think this function is very convenient, and now I basically use it every day." ”

It is understood that Li Jia purchased the 2020 Audi A4L high-end version of the model, with automatic parking function, optional 360-degree panoramic image, the landing price is less than 400,000 yuan.

Li Jia said that when buying a car, he pays more attention to the comfort of the car, and then the appearance and cost performance are also his main considerations, of course, there is an indispensable "automatic parking" function. "Before buying a car, I didn't know much about cars, I didn't drive for a few years, I was very worried about my parking technology, and then I learned about 'automatic parking' through some posts on the Internet, APP and friends who knew cars around me, so I decided to buy a model with this function."

According to her, the community where she lives in the inner ring, the parking space is very tight, many times can only park the car on the side of the road, and the automatic parking function has become a daily necessity, "press the automatic parking switch button, you can start the automatic parking, hook into the R gear, the system will control the steering wheel of the car, find the right parking position to park well." Basically used every day and was for me one of the best value for money features. ”

Li Jia said that the time spent commuting to work after buying a car is similar to that of taking public transportation, but the advantage is that she has her own independent space and is very comfortable after a busy day.

Enjoy life at the same time as pragmatism

Lin Lin (pseudonym), driving for one year, Kia Yi ran

Lin Lin, who just turned 25 years old, is a female driver with more than a year of driving experience, Lin Lin revealed that in the first year after graduating from college, she bought her first car, and chose one that was compatible with her economic ability, and the car with good appearance was her car purchase logic.

It is reported that Lin Lin, who currently has a stable job, has an annual salary of about 140,000 yuan, and her parents gave her financial support when she first bought a car. As a young consumer, Lin Lin said that when he first bought a car, he preferred to understand the car market through douyin evaluation, understanding the car emperor APP comparison inquiry, etc. "At that time, there were a lot of comparisons on the Internet, but it was more annoying to see the car offline." "As for the choice of models, Lin Lin said that there are no too many requirements, and within a reasonable budget range, choose a car that is economical and practical and has a good appearance." I wanted to buy a bigger model, but the family said it was inconvenient to park, so they ended up buying a smaller model. ”

After owning his own car, Lin Lin said that the happiness of his life has been improved, on the one hand, it is to achieve car freedom, it is very convenient to go where to play, on the other hand, he really experienced the joy of driving, in addition to traffic jams, there are many good scenery on the road of driving. As for the demand for car replacement, Lin Lin revealed, "At present, this car can meet my needs, and if the budget allows, I want to buy a high-value one in the BBA." As for the new energy vehicle, I felt that there would be charging anxiety, which dissuaded me. ”

When buying a car, pay the most attention to the brand

Zhan Min (pseudonym), an employee of an environmental protection company, BMW Five Series

Zhan Min, who lives in Changsha, is an employee of an environmental protection company and bought a BMW 5 Series sedan. In her view, the brand is the first factor to consider when buying a car, "before buying, it is determined that it is a brand of the BBA level." ”

According to Zhan Min, the original price of this BMW 5 Series was about 450,000 yuan, sponsored by his parents in full, and he only bore the cost of raising a car. When recalling the process of choosing a car, Zhan Min said that he was most concerned about the brand, followed by appearance, and then configuration. She said, "Because I think BMW's appearance is still more like, I just looked at the 4S shop's existing cars and chose the most satisfactory selection." I only test-drove the BMW V Series and then went for a spin around Mercedes and Lexus. The day after she took a fancy to the BMW Five Series, she resolutely swiped her card to pay.

As for the configuration of the car, Zhan Min's biggest request is to bring a 360 reversing image. "Because it is better to park, the horsepower those also considered at that time, because it is mainly driven in the city, not running long distances, and choosing a smaller one."

"Modded into my new fun"

An An (pseudonym), a college student, macro MINI EV

Born in 2002, An An is currently in college, and she likes fashion and fashion, and she has personalized the Interior and Exterior of the Hongguang MINI EV she bought last year.

According to An An, after the end of the college entrance examination, he took the driver's license, "At that time, there was no idea of buying a car, and later in the Little Red Book, Douyin some APP saw some young sisters to modify the Hongguang MINI car very fashionably, after understanding the idea of buying a car." She said that the money to buy a car was part of the money she saved part-time during college, and then her parents funded a part, "At that time, the landing price was more than 40,000 yuan." Then considering that the battery life is 50km more than that of low-end models, which can reduce some charging times, I bought a high-end. ”

Speaking of his modified car, An An said that he prefers to pursue trends and personality, "It is not realistic to change the motor and chassis, but it is also a personality to change the appearance and interior of the car to what you like." "In addition, according to An An, because there is no modification experience, his modification process is somewhat tortuous." At first, I thought about the modification of the whole vehicle, including the body color, but later learned that after changing the body color, I had to go to the vehicle management office again for the record. In the end, I could only return the purchased car film and re-purchase some body stickers and interior decorations. An An said that now he has also attached some fluorescent strips to the rim part, which can glow at night, which is very recognizable.

In terms of car costs, An An revealed that the cost of electricity in a month is about 50 yuan, and there is basically no burden. As for the changes after having a car, An An said that it is much more convenient to travel in normal times, "mainly because I am not worried about wind and rain, and I can take my parents out on weekends." In addition, An An said that modifying her own car has become her new pleasure, "I can go online to see what decorations I can buy, and now I want to change my body stickers." ”

Interview Notes

Looking at the current automobile consumption market, although the male group is still large, as women's awareness and love of cars gradually increase, they play an increasingly important role in the purchase and consumption of automobiles. In this context, many car companies have begun to accelerate the layout of the female car owner market, such as Euler, SAIC-GM-Wuling, Nezha and so on. Behind the hot track, how to gain insight into the hearts of female consumers, meet the needs of different women from the aspects of vehicle attributes, styling design, and power performance, and stimulate more women's willingness to buy cars, is an opportunity and a challenge for car companies.