Personality needs budding automotive consumption is bound to diversify
December 22, 2022
The demand for individuality in China’s auto market is already sprouting. The auto market will gradually be separated from the monotonous and repeatable styles, and individual brands and models will rise in a contrarian direction.
In the past when buying a car, everyone's conversation was like this: "I am ready to buy a car!" "What brand of car are you going to buy?" Now when you buy a car, everyone's conversation changes: "I am going to buy a car!" " What kind of car are you going to buy?” The subtle differences reflect the Chinese people’s changes in car consumption. Ten years ago, for most Chinese, the concept of a private car was almost equivalent to a car, and for some people it was also specifically referred to as a sedan. Nowadays, automotive products are increasingly diversified, and car consumption is also more diversified, and styles of models have received more attention.
Ten years ago, the SUV market was still a very niche market, but it is now the second largest car category after cars, and it has gradually derived a number of market segments. With SUVs continuing to be hot, small SUVs have received special attention and have gradually become the fastest growing market segment. Smaller SUVs are easier to achieve because of lower cost and price. For many car companies, the introduction of small SUVs is not only a magic weapon for the auto market, but also extends the audience of the brand to young consumers in the first car purchase. In the first half of this year, out of the top ten SUVs sold in China, seven of them are compact SUVs. The continuous increase in this market segment indicates that the future size of the small SUV market will continue to climb.
Although the original SUV advertised off-road performance as an important highlight of the product, this bright spot has been gradually drifting away. Because we do not care whether the SUV has the "real" off-road vehicles, but also care about whether the SUV has the "shape" of off-road vehicles. As a person who wears a formal dress and is eager to put on casual wear, the consumer market is gradually becoming a new aesthetic trend after the aesthetic fatigue of cars. This reflects on the other side that the individual needs of the consumer market are growing. The improvement of the comfort, fashion and fuel economy of the SUV also makes it more relevant to the demands of the urban consumer groups.
Only the SUV can not sum up the individual needs of the car. More and more "cold" models have also begun to attract attention from the consumer market. MPV, SAV, coupe, hatchback, travel version, and so on, the sales of niche models have also increased significantly. For example, in the past, few MPVs paid attention to such models. They were almost printed on the labels of official vehicles and commercial vehicles. But today, their voices in the private consumer market are also rising. Not long ago, a large MPV that has just been listed has received unprecedented attention, electric doors, aviation seats, thermal insulation glass, rear row entertainment, middle passage... Although this model has completed several product iterations in the Chinese market, it seems that There is no high attention this time. In addition to the highlights of the product itself, what is more important is the result of the diversification of consumer market demand. A friend who is preparing to marry has already identified this MPV as a transfer destination. “As far as Hong Kong and Macau streets have seen such models, they not only drive as sleek as a car, but also fuel consumption and comfort are not inferior. More importantly, six or seven seats can take into account both sides. Parents are happy to travel. In the context of limited licensing, limited lines, and high parking fees, such an MPV is the most practical!”
For consumers who purchase cars for the second time, the car is not only a tool for individuals to travel, but it also embodies the appeal of showing individuality and satisfying multiple consumer demands. A female friend who had been around forty years ago had planned to change a SUV model to say goodbye to the previous sedan. I never thought that under the slogan of a friend, I decided to buy an entry-level sports car – Toyota. 86. Although such a big shift is surprising, objectively, I can still understand her psychological appeal to show her personality.
The demand for individuality in China’s auto market is already sprouting. The auto market will gradually be separated from the monotonous and repeatable styles, and personalized brands and models will rise against the trend. Although in a short period of time, the status of sedan occupying the mainstream of the auto market will not change, but the grasp of individual needs will determine the major factors affecting the auto brand's future brand influence. The timely introduction of novelty, fashion, and personality models not only enriches the product lineup and gives consumers diversified choices; more importantly, the brand's younger attitude will bring unexpected results to the promotion of brand power.
Shenyang Zhongda Huanxin Refrigeration Technology Co., Ltd.
