■Overall Trend: Passenger Car Purchase Fever Warms Up, New Energy Users' Purchase Fever Slips
First of all, let's take a look at how the overall trend of users' purchasing fever is going.In November 2019, the number of passenger car users' intentions increased by 1.7%, and the growth rate slipped by 11.1 percentage points compared to last month's growth rate, and the purchasing fever continued to climb but the increase was narrowed. The automobile market has obvious seasonality and cyclicality, we will 2020 user intention data compared with the previous year's data, November 2020 compared with the same period of the previous year, the enthusiasm for car purchase is in an upward cycle, mainly due to the same period last year, the user intention chain data fluctuations are larger, 2020 fluctuations are relatively more moderate. Overall, the market is showing an "inverted V" trend. In November 2020, the passenger car in the new energy vehicle user intention to buy a car accounted for 6.2%, compared with the previous month rose slightly by 1 percentage point, the user intention accounted for the bottom rebound. Driven by the policy, new energy vehicles in recent years ushered in the rapid development of the passenger car market, new energy intentions accounted for continuous growth, but in December last year, new energy vehicle user intentions accounted for three consecutive months of decline, on the one hand, because of car companies, dealers in order to reverse the downturn in the market, increase the marketing efforts of the fuel car; on the other hand, because of the subsidy regression led to consumption of overdrafts, the increase in the cost of the purchase of the car is expected to make the user wait and see. This makes users take a wait-and-see attitude. With the gradual implementation of car companies to cope with the subsidy exit strategy, through a variety of marketing activities and price reduction strategy to benefit consumers, new energy vehicle user intentions will further rebound.■Sub-model level trend: sedan user intent ratio continues to rise, SUV intent ratio decline
In November, the sedan, SUV, MPV user intent to purchase a car accounted for 53.3%, 42.9%, 3.8%. Compared with last month, the proportion of sedan users' intention increased by 1.1 percentage points, and the share began to turn down to up, while the proportion of SUV users' intention began to fall, and decreased by 1.1 percentage points from the previous month. The downturn in automobile consumption in the low-tier market has reduced the enthusiasm of users of SUV models that originally plowed the low-tier market, while benefiting from the favorable policy of preferential price reductions for sedan models, the sedan market is gradually picking up. In addition, by the 7-seat SUV products continue to power and other factors, MPV market share continued to slump, after a continuous decline, MPV user intention ratio began to turn down to rise, in November, the chain remained stable unchanged, with the active deployment of MPV market, as well as the continuous upgrading of the model grades, MPV car purchasing heat or can usher in a further rebound.■Sub-manufacturer type trend: joint venture brand advantage is obvious, Chinese brand share rebound
In November, joint venture brand user car purchase intention accounted for 63.1%, compared with the user car purchase intention accounted for a decline of 0.6% last month. The share of Chinese brand users' intention increased by 0.2 percentage points to 29.5% compared with the previous month, and the users' enthusiasm has warmed up. Since last year, the sales of Chinese brands have suffered a setback, and Chinese brands that have lost the SUV dividend are facing a severe test. Car companies by constantly adjusting the strategy, increase marketing efforts to cope with the market downturn, the market demand for warming trend can continue, but also need to enterprise's long efforts. Consumption upgrading trend, the share of imported brands showed a rising trend, high-end consumption at the same time, low-end consumption continues to shrink, high and low-end consumption polarization effect is becoming more and more obvious.■Sub-regional Trend: Market Concentration to Head Regions, More Active Users in Developed Regions in the East and South
In November 2020, the five provinces with the highest percentage of users' car purchase intention included Guangdong, Jiangsu, Shandong, Zhejiang, and Beijing, with Guangdong leading the way with 13.0% of intention, significantly shaking off other provinces. The Top 10 provinces' lead share of users' intention to buy a car totaled 64.3%, a decrease of 0.8 percentage points compared to last month, and the regional concentration of the market declined. Among all the provinces, 12 provinces saw an increase in the share of user intention, while 8 provinces saw a decline in the share of user intention, among which Xinjiang, Gansu and Inner Mongolia saw an increase of 0.2%, 0.1% and 0.1%, respectively, compared with the previous month, and were the 3 provinces with the highest growth in the share of user intention; Guangdong, Zhejiang and Hubei saw a decrease of 0.2%, 0.2% and 0.2%, respectively, and were the 3 provinces with the highest decline in the share of user intention. The three provinces with the most decreases are Guangdong, Zhejiang, and Hubei.Top? Top 10 cities accounted for 32.6% of the total user intent, a decrease of 0.3 percentage points compared to last month, and the concentration of the market in cities has declined. There are 14 cities in all cities with an increase in the proportion of user intention, and - not taken to the value - the proportion of user intention of the city declined, of which Kunming, Yan'an, Pingliang compared to last month's proportion of user intention increased by 0.1%, 0.1%, 0.1%, for the intention of the proportion of the highest growth of the three cities; Shanghai, Changde, Shenzhen, user intention accounted for the proportion of the decrease of 0.2%, 0.1%, 0.1%, for the three cities with the highest decline.
■Sub-price zone trend: low-priced area user heat cooling, high-priced area user heat warming
Price is one of the most important considerations for users to buy a car, then the user's intention of different price models in the end how to understand! In November 2020, the price area below 120,000 was 27.6%, an increase of 0.3 percentage points compared to last month; 12-20 million is the main price area of user attention, user intention accounted for 34.4%, compared with a decline of 1.3% last month; 200,000-300,000 price area user intention accounted for 17.1%, compared with the previous month remained stable; 300,000-500,000 price area user intention accounted for 15.9%, an increase of 0.6 percentage points compared to the previous month. The proportion of user intent in the price range above 500,000 was 5.1%, up 0.5% from last month. By analyzing the user intention data in the past 12 months, it was found that from December 2019 to November 2020, the proportion of user intention in the price zone below 120,000 decreased by 0.8 percentage points, and with the increase in people's income level,? low-priced market demand has shrunk? ; 120,000-200,000 price area user intention accounted for a decline of 3.2%, the market heat has declined; 200,000 or more price area intention accounted for a rise of 4.1 percentage points, of which, 300,000-500,000 market heat to maintain a certain growth, thanks to the demand for automobile users to replace and upgrade the demand for the user's intention in the past 12 months accounted for a rise of 2.6 percentage points. In the future, consumption upgrading and the arrival of the automobile replacement cycle will further benefit the development of the middle and high-end market.■Sub-manufacturer trend: head manufacturers pattern is stable, joint venture brands still dominate
In the increasingly fierce market competition, the car companies for the user's competition is also intensified. Looking at the market in November, Top?10 vendors' user intent accounted for 47.6% of the total, an increase of 1 percentage point compared to last month's share, and market concentration further increased. Among the ten vendors, four of them realized an increase in their user intent ratio, and the vendor with the largest increase in share was FAW-Volkswagen, which led the Top?10 vendors with a 1.8% increase; the vendor with the largest decrease was SAIC-Volkswagen, with a 0.5% decrease in its ratio. Only Geely and Great Wall Motors were among the Top?10 Chinese brand manufacturers, with user intentions accounting for 3.7% and 3.6% respectively. FAW-Volkswagen and SAIC-Volkswagen are still the two manufacturers most favored by users, with user intentions accounting for 7.6% and 5.6% respectively, and their top positions in the market are solid.■User Intention Preference: Male Gods Love Bigger Cars, Female Gods Love Luxury Cars
Users with different characteristics have certain differences in their automotive consumption preferences, so what changes will the gender difference bring to user intention, let the big data reveal the secret! By analyzing the lead data, we can see that female users have a stronger preference for SUVs than male users, and in the user intent data sourced from female users in November, SUVs accounted for 43.5% of the total, which is 1.3 percentage points higher than the proportion of male SUVs in their intent to buy a car. On the contrary, male users preferred models with more space and tough appearance, and the proportion of male sedan purchase intention was 1.2 percentage points higher than that of women. Compared with last month, female users source SUV, MPV car purchase intention accounted for a decline, while the sedan intention accounted for the existence of a certain rise; male users source SUV car purchase intention accounted for a decline, while the sedan, MPV intention accounted for an increase. Car-loving men and goddesses in the end who love to throw money away. In November 2020, men in the price zone below 120,000 user intention accounted for 25.8%, while only 23.3% of women, in the low price zone of the men's share is higher than the women's by 2.5 percentage points. In the price range of 120,000-200,000, the proportion of female users' intention is 3.9% lower than that of men. In the price area above 200,000 yuan, the proportion of female users' intention is 6.3 percentage points higher than that of males, and at the same time, the proportion of female users' intention has increased compared with that of the previous month. In the price areas of 200,000-300,000 yuan, 300,000-500,000 yuan, and 500,000 yuan, female users' intention is higher than that of males by 1.5%, 3.6%, and 1.2%, which shows that females' preference for the high price area is obvious. The difference in price preference between men and women is mainly due to the fact that the male car-buying population is more extensive and the coverage of different income groups is more comprehensive, while the female car-buying population is more concentrated in the high-income group.Summary:
After the "Golden Nine and Silver Ten", the domestic auto market continued to show strong signs of warming up at the end of the year, and in November 2020, passenger car users continued to warm up in the heat of purchasing cars. Among them, the sedan market heat continues to rise, winning more users' attention; from the manufacturers' type, Chinese brand car purchase heat stops falling and rises; from the price area trend, the low price market gradually shrinks, the high price area users' heat continues to rise, the trend of consumption upgrading is obvious. With the gradual emergence of the promotion in December, I believe that such momentum can also continue to maintain until the end of 2020. (Article/Automotive House? Counting the industry)