Nevertheless, more and more young people still want to own a car of their own. According to the survey data, nearly 80% of Z-generation users are willing to buy a car. According to the data of the Ministry of Public Security, by the end of 20 19, the number of motor vehicle drivers in China was 397 million, of which 18-25 years old was about 48 million. Moreover, most of Generation Z are "native people" without cars. In the next five years, with this group stepping into the society and improving their consumption power, the increment of automobile sales will be gradually released.
Generation Z refers to people born between 1995-2009, also known as the Internet generation and the Internet generation. In the next five years to 10, they will step into society and work in an all-round way and become the main consumers. Based on this, car home teamed up with Deloitte, a global consulting company, to launch the Insight Report of Generation Z Automobile Consumers in China in 2020, to conduct online and offline research on the automobile consumption attitude of Generation Z Group, and to publish a series of articles on "Young People of the Year".
The online questionnaire * * * produced 20 17 valid samples, with users ranging in age from 1 1 to 25 years old; The ratio of male to female is 52: 48; Including 26% car owners and 74% potential car owners; The user's residence covers the first to fifth tier cities (including the new first tier). At the same time, in order to understand the differences between Z generation and other generation groups in automobile consumption attitudes, this survey also supplemented 128 non-Z generation samples as comparative analysis data.
High acceptance of * * * mode of travel.
"* * * Enjoying the economy" refers to a new economic model based on strangers and temporary transfer of commodity use rights, with the main purpose of obtaining certain remuneration. Its essence is to integrate offline idle goods, labor and other resources. This concept originated in the United States in the 1980s. Now, Internet companies connect the idle and demanding sides of resources through the * * * sharing platform, making idle resources "live" and bringing the * * * sharing economy to an unprecedented height.
In China, tourism is also one of the most active areas to enjoy economic development, which is increasingly accepted by more and more young people. According to the survey data, the acceptance of the new * * * travel mode represented by online car ride in Z generation is higher than that in non-Z generation. To some extent, this is because, relatively speaking, Generation Z is younger, and the proportion of owning cars is not much; On the other hand, they are more receptive to new things.
In the concept of car enjoyment, including hitchhiking, online car sharing, time sharing, P2P car rental and traditional business car rental, they facilitate people's daily life. Compared with the long-standing popular taxi calling mode, the success rate of online taxi calling is higher. The data shows that the success rate of taxis is about 60%, while the success rate of online taxis represented by Didi Express is about 90%, which is why more young people fall in love with * * *. Long-term and short-term leasing and time-sharing leasing business, with the double blessing of policy and capital, once became a new outlet for "attracting gold".
But at present, the form of pleasure travel is not very mature. Although the network car has a mature operating system and gives users a good experience, the security problems that break out from time to time still touch people's hearts; Time-sharing leasing market not only has pain points such as inconvenient parking, but also needs to make a lot of efforts and breakthroughs in platform operation, user experience habits and safety factor. At the same time, the lack of supporting resources such as car license plates, charging piles and parking spaces also restricts the development of car ownership.
Nearly 80% young people plan to buy a car.
Although consumers of Generation Z are used to using the online car service, they have not given up their willingness to buy a car. According to the survey data of car home and Deloitte, nearly 80% of young users are willing to buy a car, and 23% of them plan to buy a car within one year. Young people don't think that enjoying travel will bring great changes to their lifestyle in a short time. They are willing to accept the on-demand travel service in the future, but they don't have high expectations for the implementation time.
The above 2 1% users who do not intend to buy a car are not all subjectively unwilling. 60% is because the financial capacity does not allow them. If they have enough money in the future, they may consider buying a car. 15% can't drive and don't want to learn. These users are full of expectations for the future driverless technology. There is also 14% because there is not much demand for cars; 7% don't need to buy a car, because * * * enjoys the convenience of travel; 4% is due to the limited resources of parking spaces and number plates.
In the eyes of most Z generation consumers, buying a car can reduce the travel time cost and improve happiness. Some survey users said that although the cost of using vehicles is not low, they bought more free ways and expanded their living radius. So young people who pursue freedom want to own their own cars.
Different regions/genders have different willingness to buy cars.
There are also some differences between boys and girls in the willingness to buy a car, and boys have a stronger willingness to buy a car. The data shows that 84% of boys have the intention to buy a car, and 27% of them plan to buy a car within one year; Only 75% of girls want to buy a car, and the proportion of having a car purchase plan within one year is 19%, which is lower than that of boys.
Regionally, the proportion of car purchase intention in second-tier cities is 84%, which is higher than 865,438+0% in second-tier cities, which is largely due to the lack of policy restrictions such as purchase restriction and restriction. However, the proportion of first-tier cities planning to buy a car within one year is 28%, which is six percentage points higher than that of second-tier cities. Third-tier and below cities have the lowest willingness to buy cars, accounting for 78%, of which 22% plan to buy cars within one year.
The willingness of users of different genders and regions to buy cars is influenced by many factors such as policies and funds, so car companies need to formulate different marketing strategies for different Z generation groups. But there is no doubt that generation Z will gradually become the main force of automobile consumption, with high willingness to buy cars and great consumption potential. Facing the first purchase demand of nearly 50 million young car owners in the next five years, car companies need to lay out in advance to seize the future market.
Full text abstract
On the whole, the younger generation of users are still willing to buy a car, and there is also a great demand for * * * to enjoy travel. In fact, under the general trend of electrification, enjoyment and intelligence, more and more car companies are transforming into travel companies. It is still unknown who can seize the young people's car purchase or even wider travel demand, but car companies are trying to get rid of the stereotype of pure manufacturing enterprises, and a big travel war has quietly begun. (Text/car home? Zhang Wei)
Please pay attention to the heavy release of "China Auto New Consumption Forum" held in car home on August 18 for the full version of "2020 China Z Generation Auto Consumer Insight Report".
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