Name of report: Investigation report on the current situation of national automobile consumption market
Survey location: the whole country
Survey method: online survey.
Investigation time: March 27th to April 25th, 2000.
Number of samples: 3268
Interviewee: Internet users
Investigation agency:
Report content:
The survey lasted for one month from March 27th to April 25th, covering the current situation and future direction of automobile consumption, 33 topics and 100 options. The people who accepted this survey were all over 32 provinces, municipalities and autonomous regions in China, and a total of 3,268 valid survey answers were obtained. Among them, Beijing has the largest number of respondents, with 944 people, accounting for 28.89%; Xizang Autonomous Region is the least. The characteristics of the people surveyed are as follows: young men aged 23-40 are the main ones. They generally have higher academic qualifications, relatively stable jobs, higher incomes and care more about cars. They are the main potential consumers of private cars, especially cars. The above consumption characteristics coincide with the reader orientation of this edition. What they care about will naturally become the focus of this newspaper.
The "Online Survey on the Current Situation of the National Automobile Consumption Market" sponsored by 8 Internet websites and 7 media co-organized by Beijing Asian Games Village Automobile Trading Market, the largest automobile trading market in China, recently ended. The results of this survey show that the market is not decided by the government and merchants, but by consumers who really decide its "future".
Why don't I buy a car now?
1. High price, low income and low impact on car purchase.
When investigating what are the main factors that affect the respondents' car purchase, 7 1% of the respondents chose car price, 53% income level, 28% policy, 2 1% environmental impact, and only 7% chose road restriction.
It is not difficult to see from the above survey data that the main reasons restricting private car purchase in China are still high car prices and relatively low family income. According to the survey, 87% of consumers think that the price of domestic cars is too high and want to reduce the price; 12% people think that the price of domestic cars is suitable now. Among the factors influencing consumers to buy a car, the price is still the first, and 80% people think that the price factor will be considered when buying a car; The second place is after-sales service, 63%; The brand factor of automobile only accounts for 37%, ranking third; Considering automobile performance factors, it ranks fourth, with 24%. However, only 1 1%, 6% and 4% people consider car purchase mode, car purchase service, car practicality and other factors.
2. The car environment is not good.
Car use and car purchase environment are also the main factors that affect private car purchase besides car price. In this survey, most of the respondents expressed dissatisfaction with the car-using and car-buying environment, and only 2 1% of the respondents expressed satisfaction with the car-buying environment. Among Beijing, Tianjin and Shanghai, Tianjin has the highest satisfaction rate of only 35%. As for the reasons for dissatisfaction, 6 1% people think that the out-of-price cost of car purchase is too high, 59% people think that the procedures for car purchase are cumbersome, and 42% people are dissatisfied with local restrictive measures. In Beijing, Tianjin and Shanghai, because of Shanghai's car license plate auction policy, Shanghainese are most dissatisfied with the out-of-consideration fees and local restrictions, of which 67% are dissatisfied with the out-of-consideration fees. However, because of Beijing's new environmental protection and parking permit policies, the car purchase procedures are more complicated, so Beijingers are most dissatisfied with the cumbersome car purchase procedures, with 6 1% choosing this option.
Only 18% people think they are satisfied with the interior environment, while only 10% people in Beijing and1%people in Shanghai are satisfied, which is far below the average level. Beijing people are most dissatisfied with road congestion and lack of parking spaces, accounting for 74% and 60% respectively, while 69% of respondents in Shanghai are dissatisfied with the high parking fees.
3. Car quality and service quality are mixed.
In the survey of domestic automobile quality and after-sales service quality, although 75% and 66% of the respondents think they are satisfied, 25% and 34% of them are not satisfied. The proportion of dissatisfaction with after-sales service quality is nearly 10% higher than that with automobile quality, which shows that domestic automobile production and sales enterprises still need to work hard to establish and strengthen after-sales service system.
In the survey and comparison among Beijing, Tianjin and Shanghai, the respondents in Tianjin are the most dissatisfied with the automobile quality and after-sales service quality, reaching 33% and 4 1% respectively, while Shanghai is the lowest, only 16% and 23% respectively. Beijing's dissatisfaction is between Shanghai and Tianjin, but both are slightly higher than the overall average. The huge difference between Tianjin and Shanghai shows that the domestic automobile production and consumption market is immature, and the quality and service system of different brands and grades are quite different. The real estate cars in Tianjin and Shanghai occupy a dominant position in local sales respectively. The huge difference in the survey results between the two places reflects the difference in automobile quality and service quality between middle and low-grade cars and middle and high-grade cars in China.
From 1997 installment payment to 1999 loan to buy a car, after entering 2000, both automobile manufacturers and sellers hope that consumer credit can become a golden key to open the domestic automobile consumption market, and they are eager to bring some vitality to the depressed automobile consumption market. However, the reality is that consumer credit, as a way of buying a car, has been consulted a lot, but few transactions have actually been made.
This survey shows that the reason why consumers don't choose the credit car purchase method is that 89% consumers are not satisfied with the current credit car purchase method. When investigating the reasons for dissatisfaction, 72% of the respondents think that the procedures are complicated, 49% think that the fees are high, 48% think that there are too few guarantee methods, 43% think that the repayment time is too short, and 39% think that the monthly repayment fee is high. Complicated procedures rank first because of the current social situation in China. Consumers in China generally have not established consumer credibility, and banks, insurance companies and enterprises have to face great risks when considering loans and guarantees. In order to avoid risks, the verification and guarantee procedures make most consumers flinch. The high additional cost of car loan is also the reason that hinders consumers from choosing this consumption mode. In the current car loan model, if the loan is repaid in three years, the final additional cost is about 10% of the one-time car purchase cost. A domestic ordinary car of about100000 yuan will cost more than100000 yuan. With regard to the choice of guarantee methods, the third-party guarantee method is widely used at present. Many car dealers provide third-party guarantee services to banks in order to carry out loan car purchase business, which has played a positive role in promoting automobile consumption credit, but not many respondents hope to adopt this method? Only15%; More respondents chose fixed assets protection and automobile protection, accounting for 38% and 33% respectively. Although most of the respondents hope to take these two ways to borrow money to buy a car, it is not easy to achieve it now, which is also the reason that affects the automobile consumption credit.
With the progress of privatization of urban housing, the use of housing for mortgage loans will gradually increase; The new motor vehicle registration management method to be introduced soon will make it possible to make mortgage loans by buying cars. In terms of repayment time and cost, the survey shows that respondents hope that the longer the repayment time, the better, of which 77% hope to be 5 years or more; And 79% of the respondents think that the monthly repayment cost below 1500 yuan is acceptable.