1AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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AUTO PRODUCT AND MARKETING INNOVATIONCHINA ASSOCIATION OF AUTOMOBILE MANUFACTURES THE NIELSEN COMPANY
+
JOINTLY LAUNCH2014
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3AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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C O N T E N T SMARKET OPPORTUNITIES AND CHALLENGES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04
PRODUCT INNOVATION – DERIVATIVE VARANTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08
TECHNOLOGICAL INNOVATION – INTELLIGENT CAR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
MARKETING INNOVATION – AUTO E-COMMERCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
BRAND INNOVATION - 360 DEGREE BRAND EXPERIENCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
KEY TAKE AWAY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
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M A R K E T O P P O R T U N I T I E S A N D C H A L L E N G E S
中国梦 Chinese Dream
内涵式增长
Profitable Sustainability
再购用户 (Repurchase buyer)
51%
34%
68%
45%
低线城市 (Low tier cities)
80/90后 (Post 80/90s)
女性消费者 (Female)
品类领先
Category Leadership
精准营销
PrecisionMarketing
流动性 Mobility
GROWTH STRATEGY
城镇化 Urbanization
大数据 Big Data
新技术 New Technology
MEGA TRENDS ARE RESHAPING THE AUTOMOTIVE MARKET LANDSCAPE
GROWTH STRATEGY NEEDS TO FOCUS ON GROWTH SEGMENTS
5AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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MEGA TRENDS ARE RESHAPING THE AUTOMOTIVE MARKET LANDSCAPE
GROWTH STRATEGY NEEDS TO FOCUS ON GROWTH SEGMENTS
C O N S U M E R B E H AV I O R C H A N G E S O P E N N E W O P P O R T U N I T I E S F O R I N N O VAT I O N
N I E L S E N C O N D U C T E D N AT I O N W I D E C O N S U M E R S U R V E Y I N A P R I L 2014 TO T R A C K C O N S U M E R B E H AV I O R C H A N G E
YOUNGER USERS
PRODUCT INNOVATION WHAT NEW PRODUCT CONCEPTS WILL GAIN TRACTION IN THE FUTURE?
FACE TO FACE INTERVIEWS: 631 City: Beijing/Shanghai/Guangzhou/ChengduBeijing: CLT in Auto Show: 300Shanghai/Guangzhou/Chengdu: 100 per city
RESPONDENT CRITERIA: • Current owner (own one or more cars)• Potential owner(Potential buyers upcoming year)• Age: 20-55, Gender Distribution: 7:3• Decision maker or main user• For family using or personal using• Not work in car manufacture or other relevant industries• Not attended any relevant researches in the past 6 months
ONLINE SURVEY: 500 Target: Key cities of tier 2&3 citiesCity: Suzhou, Zhengzhou, Jinan, Mianyang, Kunming+DongguanSample Size: 100 per city : Total number of respondents in Kunming and Dongguan is 100
MARKETING INNOVATION HOW TO GRAB SALES OPPORTUNITY GENERATED FROM O2O PLATFORM?
TECHNOLOGY INNOVATION HOW TO BE A LEADING INNOVATOR IN THE FIELD OF TELEMATICS?
BRAND INNOVATION HOW TO BREAK THROUGH THE PRICE BOTTLENECK AND GROW MY BRAND VALUE?
CONSPICUOUS CONSUMPTION
DEMAND UPGRADE
CUSTOMIZATION
NEW VALUE PROPOSITION
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T H E R E S E A R C H R E F L E C T E D T H E U N I V E R S E O F TOTA L M A R K E T
Item On-line 500
Face to face631
Total
Types of Respondents
Current Car Owners 360 467 827
Car intenders 140 164 304
Gender (Soft Quotas, ±5%)
Male - 70% 350 467 817
Female -30% 150 164 314
Age (Soft Quotas, ±5%)
1950s‘- 5% 10 43 53
1960s‘- 10% 40 74 114
1970s‘ - 40% 187 245 422
1980s‘ - 35% 203 214 417
1990s‘- 10% 60 55 115
Item On-line 500
Face to face631
Total
Price/Budget (RMB)(Soft Quotas, ±5%)
Less than 80,000 103 49 152
80,001-120,000 124 64 188
120,001-180,000 132 136 268
180,001-300,000 71 139 210
300,001-500,000 48 134 182
More than 500,000 22 109 131
TOTAL 1131 SAMPLES
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P R O D U C T I N N O VAT I O N
AUTOMOBILE MANUFACTURERS ARE ACTIVELY LAUNCHING NEWVARIANTS BASED OFF EXISTING PLATFORM
PART OF NEW CARS AND CONCEPT CARS OF 2014 BEIJING AUTO SHOW
PRODUCT USPSporty
Off-road
Multi-functional
Large space
High versatility
For both commercial and family use
Sports car style
Exclusive comfort and space
Free drivefamily care
PRODUCT USP
PRODUCT USP
PRODUCT USP
SUV
MPV
COUPE
WAGON
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54
21
20
2
1
2
SEDAN
HATCHBACK
SUV
MPV
COUPE(TWO/FOUR DOORS)
COUPE(TWO/FOUR DOORS)
OTHERS
CURRENTLY OWNED BODY TYPE(%)
48
17
51
6
6
6
SEDAN
HATCHBACK
SUV
MPV
OTHERS
INTENDED BODY TYPE IN NEXT12 MONTHS(%)
PRICE SAFETY
EXTERIORDESIGN
AFTER-SALESQUALITY
FUELECONOMY MAINTENANCE
COSTS
COMFORT
POWERFEATURE
SPACE
SAFETY
SPACE
S U V M A I N TA I N S H I G H P O P U L A R I T Y, W H I L E M P V A N D C O U P E A R E I N C R E A S I N G LY C O N S I D E R E D
TOP CONSIDERATION FACTORS FOR YOUR NEXT CAR
HATCHBACK MPVSUVCOUPE
(TWO/FOUR DOORS)
MID-LOW PRICE HATCHBACK , MID-HIGH MPV AND SUV ANDLUXURY COUPE HAVE HIGHER MARKET POTENTIAL
Note: Currently owned body type is based on single choice question, sum of which is 100%; Intended body type is based on multiple choice question, sum of which is over 100%.
9AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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TOP CONSIDERATION FACTORS FOR YOUR NEXT CAR
2
6
9 5
3
5
7
12 5 8
11
13
THE INTENDED BODY TYPE FOR THE NEXT CAR(%)
HATCHBACK
MPV
SUV
Unit: RMBBelow
80,000120,000-180,000
300,000-500,000
80,000 – 120,000
180,000-300,000
Above500,000
BUDGET LEVEL(RMB)
COUPE(TWO/FOUR DOORS)
MID-LOW PRICE HATCHBACK , MID-HIGH MPV AND SUV ANDLUXURY COUPE HAVE HIGHER MARKET POTENTIAL
21 27
14
28
28
45
25
18
24
24
35 25
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DERIVATIVE VARIANTS WILL MEET BOTH FIRST-TIME ANDREPURCHASE DEMAND
USER SOURCE OF FUTURE DERIVATIVE MODELS
HATCHBACK
CURRENT CARS PLANNING CARS
MPV
SUV
COUPE(TWO/FOUR DOORS)
Both SUV and HATCHBACK will continue the market boom. Followed by MPV and COUPE, those will see more robust growth
Middle to high-end SUV and MPV (180,000 RMB and above) will address the trade up needs of current sedan and small SUV owners
Hatchback priced below 120,000 RMB will meet functional needs of first-time buyers
Premium COUPE priced above 300,000 RMB will address purchasers’ needs for speed and fashion20%
77%
46%
42%
33%
30%
34%
45%
9%
7%
13%
14%
COUPE(TWO/FOUR DOORS)
HATCHBACK
HATCHBACK
SEDAN
SEDAN
SUV
SUV
HATCHBACK
SEDAN
SEDAN
SUV
SUV
11AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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15%
23%
16%4%
42%
NOT SURE
DERIVATIVE VARIANTS WILL MEET BOTH FIRST-TIME ANDREPURCHASE DEMAND
THE INTELLIGENT CAR CONCEPT IS BURGEONING, BUT CONSUMERS ARENOT FAMILIAR WITH INTELLIGENT CAR TECHNOLOGY
T E C H N O L O G Y I N N O VAT I O N
• According to statistics from 2011 China car telematics report, the
population of drivers who have in-vehicle internet access exceeded
5 million.
• In a study released by Google and Tesla, it is now estimated that
by 2015, of the expected 6.6 billion internet terminals around the
world, 62 million will come from Connected Cars, making it the
third largest terminal for internet connections.
NOT FAMILIAR WITH
INTELLIGENT CAR
WHAT IS THE “INTELLIGENT CAR”?The so-called “intelligent cars” refers to
a vehicle that is connected to the Internet
via internal or external equipment,
supports online map navigation, audio
downloads, web browsing, and other
functions. The Intelligent car might be
connected via mobile devices (including
the vehicle remote control).
WHETHER TO DESIRE TO HAVE
A INTELLIGENT CAR
76%
11%13%
HEARD, BUT NOT FAMILIAR
INTERESTED
HEARD OF AND FAMILIAR
VERY INTERESTED
NEVER HEARD OF
ABSOLUTELY NO INTEREST
NOT TOO INTERESTED
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C O N S U M E R S V I E W T E L E M AT I C S A S A WAY TO C H A N G E T H E I R L I F E S T Y L E A N D M O D E O F T R AV E L
CONSUMERS’ ATTITUDE TO THE TELEMATICS
THE VOICE OF OWNER
“IN MY OPINION, FUTURE CARS WILL BE VERY INTELLIGENT, INCLUDING FACILITATING AN INTERACTION BETWEEN MOBILE AND CAR. I SET UP THE ROUTE AT HOME BY MY PHONE BEFORE DRIVING OUT. WHEN IT IS COLD, I MAY START UP BY MOBILE PHONE TO WARM UP MY CAR. IF THERE IS A MUSIC APP IN THE CAR I CAN DOWNLOAD TO MOBILE FOR SYNCHRONIZATION”
-Mr Liu, 33 years old, Beijing
“TELEMATICS CAN CONNECT TO THE INTERNET, SEE THE ROAD AHEAD OF ME, REROUTE MY ROUTE TO AVOID TRAFFIC JAMS, AND ALSO CAN SEE IF THERE IS ANY PARKING SPACE.”-Mr Hu, 37 years old, Chengdu
ENHANCE CONVENIENCE
MUST HAVE FEATURE FOR A CAR
TREND OF THE FUTURE
CONCERNS OF PRIVACY DISCLOSURE
SYMBOL OF FOLLOWING THE TREND
DISTRACTING FUNCTIONS
EXCESSIVE INFORMATION THAN NEED
N=950
55%
46%
42%
18%
13%
17%
13%
13AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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A R O U N D 40% O F T H E S U R V E Y E D R E S P O N D E N T S H AV E I N S TA L L E D T E L E M AT I C S I N T H E I R V E H I C L E, S H O W I N G S T R O N G A S P I R AT I O N A M O N G C H I N E S E C O N S U M E R S TO O W N A “C O N N E C T E D C A R ”
N=350
FREQUENCY OF TELEMATICS FUNCTION USAGE
NOT AVAILABLE
YET
TELEMATICS EQUIPPED
N=827
42% OF CURRENT OWNERS HAVE EQUIPPED WITH TELEMATICS
58% 42%
90 88
86 83
78 75 75 74 74
72 69 69
56 49
39 36
18
REAR VIEW CAMERALARGE TOUCH SCREEN
ONLINE NEWSBLUETOOTH MOBILE PHONE
HANDWRITING INPUT FUNCTIONONLINE MAP NAVIGATION
DVD PLAYER ONLINE MUSIC
BLU-RAY PLAYERS CAR PHONE
VEHICLE REMOTE CONTROL SMART PHONE APPLICATIONS
VOICE RECOGNITION CONTROL DIGITAL TV RECEIVER
TRACKING STOLEN VEHICLE (GPS)TIME CONTROLLED A/C
EMERGENCY ASSISTANCE
14 AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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30%
33%
26%
4%7%
GENERAL
S M A R T P H O N E W I L L P L AY A DY N A M I C R O L E I N C O N N E C T E D C A R S
N=604
N=950
DESIRABLE SMART PHONE FUNCTIONALITY
NEED VERY MUCH
NEED
DO NOT NEED
DO NOT REALLY NEED
52
52
38
36
27
21
20
18
INCREASED DRIVING SAFETY
HANDFUL NAVIGATION
3G-WIFI HOTSPOT
VOICE CONTROL
REMOTE START-UP
VOICE-ACTIVATED PHONE
SEARCH ENGINE
ON-BOARD DIAGNOSTIC
ATTITUDE TOWARD
SMARTPHONES CONNECTION
WITH TELEMATICS
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DESIRABLE SMART PHONE FUNCTIONALITY
C A R M A N U FA C T U R E R S N E E D TO A C T I V E LY D E V E L O P T E L E M AT I C S A N D U S E I T TO G E N E R AT E VA LU E F R O M R E A L-T I M E V E H I C L E A N D C O N S U M E R D ATA C O L L E C T I O N
CITY FACILITIES
TRAFFIC WEATHER
PUBLIC ADMINISTRATION
INFORMATION / SERVICES / EQUIPMENT
SUPPLIERS
INTERNET /IT INDUSTRY
AUTOMOBILE MANUFACTURERS
VEHICLE
MANAGEMENTPERSONAL
MANAGEMENT
THE FUTURE ECOSYSTEM OF INTELLIGENT CAR AND THE ROLE OF CAR COMPANIES
16 AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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H I G H O N-L I N E C A R P U R C H A S E I N T E N T I O N, T H E C O N C E R N S R E M A I N I N O F F-L I N E T R I A L A N D A F T E R-S A L E S S E R V I C E
CONSIDER TO BUY CAR ONLINE
CAN’T TEST PERSONALLY
WORRY ABOUT AFTER-SALES SERVICE
PRODUCT QUALITY CAN NOT BE GUARANTEED
NOT CONSIDER TO BUY ONLINE
43% 57%
43% USERS CONSIDER TO BUY CAR ONLINE
REASONS FOR NOT CONSIDERING ONLINE PURCHASE
79
49
48
17AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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43% USERS CONSIDER TO BUY CAR ONLINE
REASONS FOR NOT CONSIDERING ONLINE PURCHASE
C O N S U M E R S T R U S T A U TO M OT I V E M A N U FA C T U R E R S E-C O M M E R C E M O R E A N D O N E-S TO P S E R V I C E
OEM WEBSITE
DEALER WEBSITE
PROFESSIONAL AUTOMOTIVE STIES
E-COMMERCE SITES
TRUSTWORTHY ONLINE SHOPPING CHANNELS
SERVICE EXPECTED FOR ON-LINE TRANSACTION
64
45
42
31
59% 34%
7%
ONLINE RETAILERS OFFER ONE-STOP E-COMMERCE SERVICE FOR ONLINE BUYERS’ CAR PURCHASES
REACH THE INTENTION ONLINE, THEN GO TO THE STORE TO SELECT/PICK UP CAR
COMPLETING PART OF THE PROCESS ONLINE
Source: Nielsen analysis, Automotive Consumer Insights Reports
69
68
50
43
40
33
26
ONLINE SHOWROOM (EXTERIOR, INTERIOR, ETC.)
ONLINE VEHICLE INFORMATION (PRICE, CONFIGURATION, ETC)
ONLINE RESERVATION OF PICK-UP
GROUP PURCHASE
ONLINE BOOKING REPAIR / MAINTENANCE
ORDER ONLINE
ON-LINE BIDDING
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W E C H AT H A S B E C O M E O N E O F T H E M O S T P O P U L A R A N D T R U S T E D I N F O R M AT I O N C H A N N E L SWECHAT IS THE MOST FREQUENTLY USED COMMUNICATION TOOL AND NOW IS BECOMING INCREASINGLY MORE TRUSTWORTHY AS AN INFORMATION CHANNEL.
THE MOST TRUSTWORTHY ON-LINE AUTO INFORMATION CHANNELS
MOST FREQUENT USAGE OF MOBILE PHONE
Source: Nielsen analysis, Automotive Consumer Insights Reports
N=950 N=950
79%
66%
64%
54%
53%
52%
52%
51%
44%
40%
AUTOMOBILE BBS
BRAND'S OFFICIAL MICRO-BLOG
WECHAT-(STUDENTS/COLLEAGUES/FRIENDS) PRIVATE ACCOUNT
PERSONAL VIDEO SITES
WECHAT-THE PUBLIC
OPINION LEADERS OR FRIENDRECOMMENDED
BLOG (SUCH AS SINA BLOG)
SOCIAL NETWORKINGSITES(RENREN,DOUBAN)
CELEBRITY MICRO-BLOG
MICRO FILMS
63%
48%
47%
46%
44%
39%
38%
38%
37%
36%
28%
26%
2%
MOBILE PHONE MUSIC
BROWSERS
MOBILE VIDEO
GAMES
LIFE SERVICE (SUCH AS THEPUBLIC COMMENTE)
MOBILE READING
SOCIAL NETWORKING SITE
MICRO-BLOG
ELECTRONIC SHOPPING/PAYMENT
LOCATION SERVICE
TOOLS (SUCH AS NOTE,DICTIONARIES, ETC.)
I DON’T USE ANY APPLICATIONON MOBILE PHONE
19AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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F U T U R E C O L L A B O R AT I O N M O D E L O F M U LT I P L E E-C O M M E R C E S TA K E H O L D E R SCar manufacturers should make full use of consumer traffic generated
from the third party platform, and provide total service from the dealer
e-Commerce platform; Auto OEM website will focus on information
supply, customized order, cross region logistics service offering
FUTURE AUTOMOTIVE E-COMMERCE DEVELOPMENT MODE AND THE POSITIONING OF MANAGEMENT MAIN BODY
Information inquiry
Models selection
Orders/deposit
Test drive appointment
Negotiation/loan
Payment transaction
Delivery/Pick up
Auto OEM E-commerce
AutomotiveVertical website
Dealers E-commerce
The third party
E-commerce
Smart phone and Wechat/App
Customized/full service platform
Information/Consumer traffic platform
Complementary win-win
Healthy competition
20 AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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Chinese brand preference is behind Germany and American brand and
saw a slight increase over the previous year
2013 BRAND PREFERENCEUnit: %
2014 BRAND PREFERENCEUnit: %
B R A N D I N N O VAT I O N
CHINESE BRAND PREFERENCE IMPROVES OVER THE PAST YEAR,BUT THERE IS A LONG WAY TO GO
68
48
16 13 13 6 4
13 11 6 2 1
BRAND PREFERENCE
BRAND PREFERENCE
Source: Q64a brand preference (first preference)
Base: all respondents
#3
#4
21AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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CHINESE BRAND PREFERENCE IMPROVES OVER THE PAST YEAR,BUT THERE IS A LONG WAY TO GO
C H I N A D O M E S T I C B R A N D I M A G E I S R E L AT I V E LY A M B I G U O U S, B U T H A S A N O P P O R T U N I T Y TO B E C O M E M O R E YO U N G A N D FA S H I O N A B L EIn the eyes of consumers, Chinese brand is far away from the image of
an ideal brand, particularly “ Decent”, “Fashionable” and “Young”
IMAGE PERCEPTION OF EACH COUNTRY BRAND
Unique
American brand
Comfort
Reliable
Decent
Advanced
Practical
Driving Pleasure
Fashionable
Modern
Steady Streamlined
Sporty
Innovative
Delicate
Personality
Dynamic
Elegant
Hale
European style
Young Cute
France brand
Germany brand
Chinese brand
Ideal
brand
Japanese brand Korea
brand
Source: Q66a current image/Q66B ideal image
Base: all respondents
22 AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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GERMANY BRAND
AMERICAN BRAND
JAPANESE BRAND
KOREA BRAND
FRANCE BRAND
CHINESE BRAND
P R O D U C T I S T H E M O S T I M P O R TA N T D R I V E R O F B R A N D I M A G E, F O L L O W E D B Y S E R V I C E A N D M A R K E T I N G
PERFORMANCE OF MAJOR BRAND DRIVERS BY COUNTRY BRAND
IMPORTANCE FOR BRAND CONSIDERATION
39%
11% 19%
19%12%
PRODUCT
USER IMAGE
COMPETITIVE POSITION
MARKETINGCOMMUNICATION
DEALER SERVICE
23AUTO PRODUCT AND MARKETING INNOVATION Copyright © 2014 The Nielsen Company
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PERFORMANCE OF MAJOR BRAND DRIVERS BY COUNTRY BRAND
C H I N E S E B R A N D P R O D U C T S N E E D TO C L O S E T H E G A P O N Q U A L I T Y, R E P U TAT I O N, S A F E T Y A N D T E C H N O L O G YAmong products drivers, Chinese brands is relatively behind in
quality, reputation/grade, safety and advanced technology; Exceptional
performance of Chinese brands is seen in ride and handling.
Reliable and High Quality
Reputation and grade
Safety performance
Advanced Technology
Excellent Ride and handling
BRAND DRIVER PERFORMANCE-PRODUCT
24
15
16
19
27
CHINESE BRANDS LEADING BRANDS
54
48
35
46
26
Germany brand
France brand
Germany brand
Japanese brand
Chinese brand
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C H I N E S E B R A N D S A L S O N E E D I M P R O V E M E N T I N M A R K E T I N G, S E R V I C E A N D U S E R I M A G E D R I V E R S
29
14
30
19
30
54
43
47
39
44
27
28
46
39
23
54
49
53
46
44
CHINESE BRAND
23
18
16
25
42
54
37
37
51
39
CHINESE BRAND
CHINESE BRAND
Germany brand
Korea brand
Korea brand
Korea brand
Japanese brand
France brand
Korea brand
American brand
Korea brand
France brand
LEADING BRAND
American brand
Korea brand
France brand
American brand
France brand
LEADING BRAND
LEADING BRAND
Successful
Tasteful
Progressive
Fashionable
Adventurous
BRAND DRIVER PERFORMANCE-USER IMAGE
Enjoys a good reputation in public opinion
Has outstanding advertising
Driving experience activities
New product launch events
Events and activities dealer organized
BRAND DRIVER -MARKETING COMMUNICATION
Dealer sta� is professional and knowledgeable
Good service quality
Car salerooms provide an exclusive ambience
Extensive test drive
Transparent pricing and reasonable charge
BRAND DRIVER-DEALER SERVICE
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C H I N E S E B R A N D I N N O VAT I O N N E E D S TO S TA R T F R O M I M P R O V I N G C O N S U M E R E X P E R I E N C E O F E A C H TO U C H P O I N T
DEALERSHOWROOM/FACILITY
ADVERTISINGEFFECTIVENESS
AFTER-SALESSERVICE
SAFETY AND ADVANCEDTECHNOLOGY
USER IMAGE
PRODUCTDEVELOPMENT
NEW PRODUCTLAUNCH CAMPAIGN
BRAND EXPERIENCE
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Chinese brand faces the dual challenge of low preference and poor brand image. The fundamental solution is to enhance product quality and technology advancement. Meanwhile, it requires sufficient attention to improve consumers’ brand experience each consumer touch point from marketing to service.
Multiple emerging auto e-Commerce platforms should seize the market opportunity through merging and cooperation. Car companies are recommended to take advantage of both dealers’ and third-party platform to provide integrated online sales service.
Demand for Intelligent cars is on the rise. Actions are being taken by auto manufacturers are speeding up the development of Telematics and its implementation and generating value from dynamic vehicle and user data applications.
F U T U R E I S N O W: H O W TO G R A B W H I T E S PA C E O P P O R T U N I T I E S F R O M D E M A N D M I G R AT I O N A N D U P G R A D E
S U M M A R Y
1PRODUCT
INNOVATION
2
TECHNOLOGYINNOVATION
3
MARKETING INNOVATION
4BRAND
INNOVATION
Focus on consumers demands in mid-high price of SUV and MPV, mid-low price hatchback and high-end coupe, and make full use of the existing platform to development derivative body type.
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