· Winning by price is not as good as winning by self-brand loyalty

A few days ago, a domestic automobile brand mobility report released by consulting agencies caught the attention of the industry. Among the 17 car brands listed in this report, Chery, Kia, Mazda, Honda, Chevrolet, and BYD are among the top brands that people are most likely to empathize with when choosing a second car. On the contrary, the number of car brand migration rates is lower, that is to say, the companies with higher brand loyalty are: Ford, Volkswagen, BMW, Mercedes-Benz, Hyundai, Changan.
It can be said that in a country where the automobile culture is quite lacking, a considerable proportion of consumers are the first car buyers. This determines that the main factor that people consider when buying a car may still be the price. The function of buying a car is mainly to travel. Not to mention anything else, even in China where face is more important than anything, there is not much to use cars as social tools or other uses.
From the perspective of the car brand migration rate released by the agency, in addition to the above six car companies with the highest and lowest mobility rates, the five companies in the middle are in the order of migration rate: Nissan, Buick, Geely, Toyota, Great Wall.
The opposition and unification of mobility and loyalty take the Chery brand with the highest out-migration rate as an example. The survey report reveals that in the second car purchase behavior, Chery lost consumers mainly concentrated in male drivers who are 31 to 40 years old and have university degrees. More than half of these consumers will buy models with a price of 100,000 to 200,000 yuan. It can be seen that although Chery is the most mobile among the 17 car brands participating in the survey, although the consumption upgrade is the main reason in the second purchase behavior, men, have a certain level of education and are the best in “gold”. "The consumer of the paragraph precisely reflects the preference of the mainstream group for Chery when buying a vehicle.
From a certain angle, it can be said that mobility and loyalty are just a pair of “family”. The preference for a certain brand is often higher when buying a car, and the degree of dissatisfaction in the process of use is increased twice. When buying a car, its loyalty to the same brand will be lower and lower. If the satisfaction during use is high, the loyalty of the second car will increase, and the mobility of the brand will naturally decline.
In fact, according to the actual car use situation of journalists and surrounding people, many domestic consumers choose Chinese independent brands when they purchase cars for the first time or even the second time. In addition to economic considerations, they are largely considered for domestic products. support. But some of the details in the car use process, especially the quality problems that people often call "small problems" often plague the use of Chinese independent brands. In the case that reliability is not as good as others, and car handling is also poorly matched, many Chinese self-owned brand advocates turn to foreign brands are also rational and helpless.
The cultural heritage affects the “hand-over rate”. In fact, the car brand mobility report made by the Clarend Institute with 38281 samples and 17 brands is not necessarily able to cover the current situation. The current state of car use in Chinese social groups, but it still gives people a general tendency to choose and replace car brands.
In 2014, a copy of the Chinese car brand migration data released by the Boston Consulting Group (BCG) may explain some of the problems. The report shows that as many as three-quarters of Chinese car owners plan to change brands when they buy the next car. Among them, in the relatively low price of China's own brand car market, nearly 85% of car owners said they intend to change the brand when buying the next car, only about 30% of them said they plan to purchase other Chinese brands.
For foreign brands, the report is also quite convincing. For example, in the mid-range brand of foreign countries (the price is roughly 80,000~250,000), the customer turnover rate is 70%, and in the high-end car market dominated by several European high-end brands, 57% of the owners still plan to replace. Brand. Overall, BCG believes that in each of the above brand types, the level of loyalty of Chinese consumers is lower than that of developed market owners in similar surveys. This phenomenon, in addition to the attributes of the car itself and other products, the formation and accumulation of the overall market car culture atmosphere, should have a subtle influence on car brand loyalty.
The geographical difference is worthy of the attention of the manufacturers. From this survey of the Ryder organization, it can be found that, for example, the Volkswagen brand car with the largest domestic quantity is the first car purchase. The car buyers who choose Volkswagen still have 45.3% when they purchase the car for the second time. People will continue to choose the public and have relatively high brand loyalty. Among the remaining 54.7% of car buyers who do not continue to choose the Volkswagen brand, 14.5% will choose Ford in the second car purchase, 5% will choose BMW, 4.1% choose Hyundai, 3.9% choose Toyota, 10.3% Owners are not sure which brands they want to buy, and 16.9% of them choose other brands. In fact, the choice of the above owners has brought some doubts to the reporter. When choosing a car for the second time, I chose the high proportion of the Ford brand of 14.5%. I wonder if the brand of the North American automaker General Motors, which is the same as Ford, was split. The reason for Buick and Chevrolet.
Another interesting survey data for the Volkswagen brand shows that by region, the loyal owners of the Volkswagen brand accounted for 13.6% of Shanghai, 10.6% of Jiangsu, 8.3% of Zhejiang, 7.3% of Sichuan, and 6.6 of Beijing. %, Shandong accounted for 6.5%, Guangdong accounted for 6.4%, and the rest were below 4%, of which less than 0.5% included Tibet, Qinghai, Ningxia, Gansu and Hainan. From this group of data on the loyalty distribution of the mass-market owners, it is obvious that the difference between the eastern and western regions. Similarly, if you compare the geographical distribution of car ownership of other brands with the age, education, economic status, etc., you can develop a marketing framework for each car manufacturer.

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