"2018 China Auto User Online Maintenance Behavior Report" jointly released by Tencent Social Advertising and Togo Maintenance
Demystified the real car aftermarket.
The secret of the aftermarket: Who is the buyer of the aftermarket?
According to the "Report", male users are the absolute main force in the field of conservation. From the perspective of age distribution, mainly people aged 25-35, these people grow up with the development of the Internet, and prefer online maintenance methods.
The main characteristics of this group are:
More than 60% of them have undergraduate qualifications, and the remaining academic qualifications are less than 10%; half of them hold Apple mobile phones, and Huawei and Xiaomi hold closely behind them. It can be seen that This part of the group's income level is relatively high.
From a regional perspective, the proportion of users in online maintenance in the country is basically proportional to the region's 'Internet +' digital economy total index, that is, Internet acceptance is high, and the proportion of maintenance consumption is also high.
The distribution in the whole country is mainly as follows: Guangdong, Shanghai and Jiangsu are the first echelons. The proportion of these three provinces and cities is more than 10%, the Internet acceptance is relatively high, and the consumption power is strong; Zhejiang, Beijing, Hubei and other 8 provinces and cities are the second echelon, with a single province and city accounting for 2%-10% of the country, and the Internet is highly accepted; Hebei, Chongqing, Guangxi Zhuang Autonomous Region and other provinces are the third echelon, a single province. The city's national proportion does not exceed 2%, and the Internet penetration rate is low.
The report also shows that the top five types of APPs with the highest user interest are car, life, travel, travel and office. These words are all reminiscent of 'on the road', indicating that online maintenance consumers want to see the world. From the point of view of their tourism interests, the destinations of developed countries are more popular. The top five destinations in foreign destinations are Germany, Japan, France, Italy and Singapore. The top tourist interests are themed tours. , outdoor adventures, overseas tours and domestic tours.
Where is the wind blowing in the aftermarket of the car in 2018?
Statistics show that with the outbreak of the automotive aftermarket, car users place orders online, offline maintenance has become a new integrated car maintenance.
Then, with this shift in consumer behavior, when the auto aftermarket breaks out, for more entrepreneurs and investors, where are their investment opportunities and entrepreneurial directions? What are the development trends in the automotive aftermarket in 2018?
1, brand and supply chain will become the focus of competition in 2018
Looking back on 2017, according to the report, the trend of brand integration in the automobile aftermarket is obvious. The favor of Chinese car owners for brand parts makes the importance of brand owners more prominent. The supply chain has become the 'land of competition for all enterprises', and the market after the service. Businesses are paying more and more attention to providing brand owners with reasonable price and quality assurance. In 2018, this trend will be more obvious.
2, the most important types of online maintenance are: oil, tires
The data shows that in 2017, the most popular online car care consumer favors the maintenance of the 'main battlefield' for motor oil and tires.
3, the main car categories are: tire pressure monitoring, car appliances, glass water, storage boxes, chassis armor, foot pads
According to the analysis of online consumer care purchase behavior in 2017, among the main product categories, the top five best-selling product categories are: tire pressure monitoring, automotive electronics, glass water, storage boxes, chassis armor, floor mats. .
It is worth noting that the current degree of attention of the safety seat has not been experienced and verified in the rankings. In the safe self-driving category, the safety seat is only ranked fifth, and the category consumption is even worse than the self-driving camping products.
4, industry concentration is strengthened, intelligent manufacturing becomes the direction
At present, the automotive aftermarket is still in the early stage of development. At present, there are no international influential enterprises. The future Chinese automotive aftermarket will be built around 'satisfying user needs'.
Every segment of the industry will have huge potential for development, let us look forward to continued heavy volume in the automotive aftermarket in 2018.
