Auto Influencers - China - February 2020

Auto Influencers - China - February 2020

  • Mintel
  • February 2020
  • Automotive
  • 0 pages

Report Description

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Communications between automotive influencers and consumers are more active than we had expected in both means of contact points and interactive engagements. Automotive influencers have significant impact on consumers’ car purchasing consideration, especially on car grades of interior specification. On the other hand, consumers have a clear understanding and preference when they read content posted by different types of influencers.

The1990s and later generation are more interested in car performance reviews posted by individual bloggers and show stronger interest in open discussion with both bloggers and other users. It is crucial for brands to understand and develop automotive influencer marketing strategies, depending on different targets at different stages.

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OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
The consumer
Professional commentators are the most popular among all KOLs
Figure 1: Favourite type of auto KOL, December 2019
WeChat, although not a specialised automotive platform, has the largest online traffic for viewing automotive KOL content
Figure 2: Frequency of viewing KOL content, December 2019
Weibo attracts more young consumers for its interactive communication function
Figure 3: Frequency of viewing KOL content – once a week or more, by generation, December 2019
Figure 4: WeChat’s comment system
AutoHome attracts fans requiring expertise, while Laosiji has more appeal to fans of celebrities and car brand CEOs seeking trendy content
Figure 5: Frequency of viewing KOL content – once a week or more, by favourite type of auto KOL, December 2019
Figure 6: Comparison between AutoHome and Laosiji
Individual bloggers’ accounts are valued for purchase and usage tips
Figure 7: Interest in content, December 2019
NEV owners regard tips for repair and maintenance from official media and individual accounts as having the same importance
Figure 8: Interest in content – selected item, by car energy type, December 2019
More than half of surveyed consumers comment on bloggers’ posts
Figure 9: Interactive engagement, December 2019
Consumers in tier three or lower tier cities have strong presence on the internet
Figure 10: Interactive engagement, by city tiers, December 2019
Females are more likely to be influenced on brands, energy type and purchasing channels
Figure 11: Influential aspects, December 2019
Different types of KOL have unique strengths to influence consumers on certain aspects
Figure 12: Influential aspects, by favourite type of auto KOL, December 2019
Most consumers are positive to KOLs’ personal lives and positive comments towards brands, but negative behaviour proves controversial
Figure 13: Attitudes towards KOLs’ behaviour, December 2019
Those born in the 1970s are most likely to mix both positive and harsh comments for objectivity
Figure 14: Attitudes towards KOL’s behaviour – selected item, by generations, December 2019
Arguments could be useful for intended car buyers to find out authentic information
Figure 15: Attitudes towards KOLs’ behaviour – selected item, by types of car buyer, December 2019
What we think
ISSUES AND INSIGHTS
More collaborations between professional reviewer and experienced car owners to increase purchasing intentions
The facts
The implications
Figure 16: Car review from car owner
Figure 17: Your Car You Talk
Mutual communication collaborations by KOLs and brand sales
The facts
The implications
Figure 18: Nio live stream
Subscribe for objectivity
The facts
The implications
Figure 19: Consumer Reports
THE CONSUMER – WHAT YOU NEED TO KNOW
Professional reviewers are the most popular type of automotive KOL, while other types also have their own audiences
WeChat is a universal platform and Weibo attracts more younger consumers
Consumers like to interact with KOLs online but limited to commenting, reposting and watching live streams
FAVOURITE TYPE OF AUTO KOL
Professional commentators are the most popular among all KOLs
Figure 20: Favourite type of auto KOL, December 2019
Those born in 1970s are less interested in professional commentators compared with those born in 1980s and 1990s or later
Figure 21: Favourite type of auto KOL – selected item, by generation, December 2019
More car owners with upgrading needs favour experienced car owners
Figure 22: Favourite type of auto KOL – selected item, by selected demographics, December 2019
AUTO KOL CONTENT VIEWING PLATFORMS AND FREQUENCIES
WeChat, although not a specialised automotive platform, has the largest online traffic for viewing automotive KOL content
Figure 23: Auto KOL content viewing platforms and frequencies, December 2019
Weibo attracts more young consumers for its interactive communication function
Figure 24: Auto KOL content viewing platforms and frequencies – once a week or more, by generation, December 2019
Figure 25: WeChat’s comment system
AutoHome attracts fans requiring expertise and Laosiji is more appealing to fans of celebrities and car brand CEOs looking for trendy content
Figure 26: Auto KOL content viewing platforms and frequencies – once a week or more, by favourite type of auto KOL, December 2019
Figure 27: Comparison between AutoHome and Laosiji
Short videos on TikTok are more popular among married consumers
Figure 28: Auto KOL contents viewing platforms and frequencies – once a week or more, by marital status, December 2019
Figure 29: TikTok and Bilibili
Consumers in tier two cities tend to use forums to look for answers that are customised for them
Figure 30: Auto KOL content viewing platforms and frequencies – once a week or more, by city tiers, December 2019
INTEREST IN CONTENT
Individual blogger’ accounts are valued for purchase and usage tips
Figure 31: Interest in content, December 2019
Those born in the 1990s are more interested in car performance review information posted by individual bloggers
Figure 32: Interest in content, by generation, December 2019
High-income consumers more interested in latest news posted by both official and individual accounts
Figure 33: Interest in content, by monthly household income, December 2019
NEV owners regard tips for repair and maintenance from official media and individual accounts same important
Figure 34: Interest in content – selected item, by car energy type, December 2019
INTERACTIVE ENGAGEMENT
More than half of surveyed consumers comment on bloggers’ posts
Figure 35: Interactive engagement, December 2019
Consumers in tier three or lower tier cities have strong presence on the internet
Figure 36: Interactive engagement, by city tiers, December 2019
Consumers with high budgets tend to watch KOLs’ live streams
Figure 37: Interactive engagement, by car purchasing budget, December 2019
Consumers with budget over RMB300,001 like having direct communication with bloggers
Figure 38: Direct message from potential car buyer
KOLS’ INFLUENCE ON CAR PURCHASING CONSIDERATION
Females are more likely to be influenced on fundamental factors such as brands, energy type and purchasing channels
Figure 39: KOLs’ influence on car purchasing consideration, December 2019
Consumers with high car purchasing budgets are more open to KOLs’ recommendations
Figure 40: KOLs’ influence on car purchasing consideration, by car purchasing budget, December 2019
Different types of KOL have their unique strengths to influence consumers on certain aspects
Figure 41: KOLs’ influence on car purchasing consideration, by favourite type of auto KOL, December 2019
LIKES AND DISLIKES REGARDING KOL STYLE
Most consumers are positive about details of KOLs’ personal life and positive comments towards brands
Figure 42: Likes and dislikes towards KOL style, December 2019
Posting details of personal lives highlights true stories of experienced car owners and corporate executives
Figure 43: Likes and dislikes towards KOL style – selected item, by favourite types of auto KOL, December 2019
People born in 1970s are most likely to welcome harsh comments for objectivity
Figure 44: Likes and dislikes towards KOL style – selected item, by generations, December 2019
Arguments help serious intended car buyers to find authentic information
Figure 45: Likes and dislikes towards KOL style – selected item, by types of car buyers, December 2019
Multiple endorsements only increase favourability of celebrities/CEOs, but not other types of KOL
Figure 46: Likes and dislikes towards KOL style – selected item, by favourite types of Auto KOL, December 2019
Packaging CEO as brand’s official KOL can significantly increase consumer favourability
Figure 47: Likes and dislikes towards KOL style – selected item, by favourite types of auto KOL, December 2019
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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