80 or later will change the Chinese auto consumption patterns

After 80 years, it was once hailed as the “bashing generation”, but now these young people between the ages of 20 and 30 have risen continuously in various fields of work life and have gradually become the front lines of Chinese society. The 1980s were born in 1980 and have already entered the new year. With more and more people coming to work after the 80s, it is inevitable that cars will enter their lives.

After 80 social influence, but also changing society. There is a complete memory of the motherland from childhood to childhood, from small to large, seeing the motherland from relatively difficult backwards to today's achievements. They are also the first group of individuals who have taken the lead in entering the new era of information in China and have been exposed to new things. This kind of life experience also allows them to show personalized consumption characteristics in car consumption. Now that the proportion of cars purchased after 80 has exceeded 30%, it is predicted that this proportion will reach 70% in the next 10 years. It can be predicted that the personalized consumption initiated and lead by the 80s will change the Chinese auto consumption pattern.

After the 80 car purchases accounted for a market share of over 30%, General Manager of Guangqi Honda Zhonghui Tonghe, general manager of Lujing said that in 2009 sales of 2112 vehicles, of which 80 after the purchase of 606 cars, the proportion reached 28.69%. Among them, the ratio of the purchase of Fit after 80 is close to 50%, and the proportion of women after 80 is 56%. Yang Xinhui, sales manager of Dongfeng Nissan Sanhe Store, said that after the 1980s, the crowds of cars such as Tiida and Liwei are absolutely the main force.

Xu Changming, director of the Resource Development Department of the National Information Center, said that the proportion of cars purchased after 80 is now over 30%, and this proportion will continue to increase in the next few years. After 10 years, this proportion will exceed 70%.

SUV is the most favorite model after the 80s. Mr. Zhu, a 29-year-old civil servant, works with a Fortune 500 company. Mr. Zhu had been trying to buy an SUV since he graduated from college. After he got married, he did not immediately buy a house because he did not buy it immediately. He thought that “you can’t just buy the SUV before you buy it.” In 2008, he finally bought a red hacker with the support of his wife. In 2009, when Highlander was just listed, Mr. Zhu was tempted to turn the Beijing Guangfeng 4S store in a circle and finally waited four months to finally mention the car. "I opened Highlander myself. My family's clients opened their wives, and they had to change the SUV for a change of vehicle," Mr. Zhu said.

After 80s, SUVs are considered to be the models that best reflect individuality. According to a survey jointly conducted by this newspaper and online media, 41.4% of post-80s respondents chose to purchase SUVs, and 23.6% of post-80s respondents chose to purchase hatchbacks. It has reached 65%.

Ms. Chen, born in 1985 after graduating from college, thought that the hatchback was beautiful and easy to park. The models he was considering were always hatchbacks, such as Tiida, 206, and POLO. In 2009, she finally bought the long-awaited POLO. .

Dong Jing Nissan Beijing sales champion Su Jing said that many of the 80 after the family wealthy or successful career, they like SUV models. However, taking into account the economic situation, cars with relatively low prices are often selected. Many of the 80-year-old girls who have bought a car have less than 2 years of driving experience. Therefore, it is also very popular to park and drive simple hatchbacks.

80 after the car to pay attention to the power of the most control of this newspaper and online media joint survey conducted, 25.65% of respondents said that the most emphasis on the car's power handling performance, become the primary factor after 80 to buy a car. According to the reporter’s interview, the men after 80 were more concerned with power steering, which became an important difference from the 60’s and 70’s afterwards in which many consumers like large and complete models.

Miss Su is a rare female driver who focuses on power control. As a salesperson of a foreign trade company, when he first joined the work in 2004, his parents bought a Xiali as a means of transportation. However, her focus on power has always wanted to change a better model. Tianhao's V6 engine and CVT gearbox attracted her. In 2007, she finally launched her talents with the support of her parents.

Gu Yalei, general manager of Yazhibai Bole Store, said that after 80s, the most popular models for customers are Golf 6 and Sagitar. 80% of Golf 6 owners are 80s. The power of TSI DSG is very popular with the 80s. Bao Huiqun, deputy general manager of Changan Suzuki North Xinxing Store, said that girls usually pay attention to appearance and are very sensitive to color. While boys are more concerned with power control, many male owners modify the Swift to enhance engine performance.

After the color of 80 was favored, the survey conducted by the newspaper and online media showed that the exterior interior was the second most important factor in the selection of cars after the 80s. The proportion of attention was as high as 25.33%. Especially the 80-odd women were more concerned about the appearance of the interior.

Bao Huiqun said that more than 50% of Swift's customers are after 80, so Swift specifically for the 80 after the consumer population did a color marketing, introduced chocolate, gold, pink and other colors of the Swift.

Chang Xiaonan, General Manager of Guangqi Honda Yizhuang Store, said that the beautiful color is the favorite of the 80's. “Blue, red and yellow are the most popular among the 80's. Instead, they were previously popular silver, but they didn’t like it after 80 years.” Chang Xiaonan said.

Mr. Zhang, who is ready to buy Golf 6, is 26 years old. He likes white body with black interior, but white cars produce less. "I have to wait until late, I don't want to change the car of other colors." Mr. Zhang said.

After 80 purchase boutique favorite navigation Xiaowu Gang bought a Buick Hideo, the original car did not navigate, like the outing he bought a DVD GPS combination mounted on the car. "With navigation, it's more convenient and it's really easy to go wrong," he said. The reporter found that after 80s, consumers particularly like to buy quality products to increase the vehicle's function, but also highlight their own personality.

Chang Xiaonan stated that after 80s, customers will buy new models and fit models, and then spend more money to increase the configuration or make modifications. Parking sensor, GPS, and car MP3 are almost 100% of the owners of 80 cars after 80 customers. For the fine and retrofitting costs up to 3,500 yuan. The Guangzhou Automobile Honda Zhonghui Tonghe store, which is good at doing quality marketing, has experienced an average conversion of up to 8,000 yuan for consumers after the 80th purchase. Lu Jing said that this kind of boutique purchase rate rarely occurs in consumers of other ages.

According to the survey, in many boutiques, the favorite products of consumers after the 80s are GPS navigation, parking sensors, and smart keys. In addition, products such as sports nets, tails, etc., that display individuality are also very popular. Yan Chen, MINI brand marketing manager of Yanbao MINI, said that most of the MINI's 80-seat owners have been equipped with fine products and decorations to highlight their differences.

After 80, the proportion of loans to buy a car is the highest. Mr. Song buys a Dongfeng Citroen C2. The loan is paid down by half. Because the car is bought at the same time, the mortgage pressure is relatively high, and the relative price is not high. He can afford it, and the affordable C2 can be used as a scooter. He said: "I have waited for a two-year transition period before changing my car."

According to the newspaper and online media survey, the proportion of loans to buy a car after the 1980s was as high as 38.93%, of which 29.32% was paid down by oneself. Gu Yalei said that after 80s, the number of loans to buy a car accounted for 80% of the total number of loans, but since the proportion of loans to buy a car is less than 8%, so after 80s, buying a car is a very promising market.

Chang Xiaonan suggested that after 80 years have the concept of advanced consumption, it is a good choice to open the car and then slowly return the loan. In particular, credit card installments are purchased. Currently, banks and auto manufacturers are working more and more closely together. The procedures are very simple. There are usually no down payment and interest-free credit card installments, and only a small fee is charged.

According to this report and online media surveys, half of the 80s will be relocated within 3 to 5 years. After 80 percent of the 80 percent will be changed within 3-5 years, and 12.81 percent will be transferred within 2 years.

Liu Chen said that the car owners to buy a lot of MINI 80, usually from the Sagitar, Accord this model turn, the original car prices are generally more than 20 million, the reason is that the previous car does not have personality Can't stand out.

Wang Meng, director of the market for old motor vehicle trading in Beijing, introduced that at present, 40% of customers in the second-hand car trading market in Beijing are all 80 years old. When buying a used car, the 80s are usually full-time purchases of used cars. He said that after the 80's it usually has a high rate of change, and it will change cars in an average of 2-3 years.

After 80 years old, there was a mentality of early adopters, and they could sell a good price while carrying their own cars, and quickly change the updated models after they were sold. There are also many 80-year-olds that used cars cost-effective, so that direct purchase of used cars.

Link 80 Consumption habits Left and right car consumption The current purchase ratio is as high as 30% or more, 5 years after 50% is inevitable, 10 years after the purchase ratio exceeds 70%, 10 years after 80 plus 90 after the purchase ratio is expected to exceed 90% .

Many buying habits after the 80s will affect the future of China's auto consumption, and they will also affect the product design, development and services of the manufacturers. In other words, the consumption habits after the 1980s contain enormous business opportunities. Whoever can keep a close eye on the trend of consumption habits after the 1980s will be able to win the market better.

After 80, the most emphasis on power control, which provides a huge space for the survival and development of sports cars; after 80 like beautiful body, personalized interior, which also laid the foundation for manufacturers of color marketing; 80 like SUV, MPV and other personality models This also provides the soil for the diversification of car models in the auto market. Individual models such as double doors and coupe will also have more markets. After 80 years, they would like to borrow and buy cars. This provides more customers for banks, auto finance companies, etc. After 80, they liked the fine decoration, which provided business opportunities for the manufacturer's level business and dealers' fine sales. After 80 years, they liked to change cars faster. This puts forward requirements for the rapid development of the used car business of the manufacturers.

The post-1980s are a special group. Most of them are only children and have received much attention because of the reform and opening up. Yes, they should be more concerned now, because these people have gradually become an important driving force for consumption. In Europe, personalized models and services are everywhere. With the impact of consumer demand after the 1980s, the Chinese auto market is also moving toward diversity and personalization.

After linking the rich second generation 80, most of them had millions of cars from Guangdong's Xiao Chen. The family was doing business with foreign trade. His father was a Mercedes-Benz S-class 500. He now studies in Beijing and he bought him at home after school. A BMW Z4. He said that this car has the feeling of a sports car, and it is very windy when it is opened, and its power handling performance is very good.

He usually doesn't drive at school, he only drives when he goes out. He's a bit worried that driving out of school will be too ostentatious. He won't park his car in school, but will stay in a community where friends live. Because he may go abroad to study before he graduates from college, he wants to change it after returning home.

This reporter learned that many luxury car brand owners are 80, Paul Yu Xinghui store sales manager told reporters that Mercedes-Benz owners are many after 80, many are rich second generation, these people often buy personalized SUV There are also many models that are 80 years after their successful career. Many of them choose C-class and B-class cars. In addition, Ferrari, Porsche and other ultra-luxury brands also have many owners after the 80s.

After 80 years of business, he prefers luxury cars and commercial vehicles. Xiaoyuan, who was born in 1987, is a senior student of a prestigious university in Beijing. During his college days, he and his friends used the money they made from stocks, plus the money they earned from various means such as managing websites, and started an internet company to start their own business. The company spent two years and he spent more than 300,000 to buy a BMW 320i.

Although the capital was scarce at the beginning of the venture, the purpose of buying the BMW 3 Series was commercial. “When you go out and talk about business, there is no inconvenience, and your negotiating partner and business partner will think that your company is not strong enough and not reliable enough. There is a BMW. Although it is a 3 series, at least it can show them the company's strength and potential." Xiaoyuan said.

In addition, the reporter learned that the Accord, Tianzhu, and Lianhe business models are also a lot of choices after 80 years of entrepreneurial success.