In 2021, Zhu Feng bought two SUVs of his own brand at one go, which puzzled some friends. His friend said bluntly: "Zhu Feng obviously can afford Mercedes Benz and BMW. Why did he finally choose a domestic car?"
Compensation for house demolition and fighting in the stock market, the post-90s Zhu Feng left the state of "eating on salary" early. At the beginning of 2021, the amount of two Shanghai cards was successively obtained, and Zhu Feng, the "native" put buying a car on the agenda. He told the first financial reporter: "at the beginning, I still wanted to see Mercedes Benz, BMW, Audi and Lexus, but to be honest, I didn\'t think these cars were good except for the brand."
In the past, luxury brands and joint venture brands had incomparable advantages over most independent brands in terms of brand accumulation, product quality and technical level. "Although the configuration of early independent brands was very high, there were big shortcomings in technology, quality and modeling design, which did not leave a good impression on the Post-70s and post-80s users who were the main consumers at that time." Huang Yanxiao, product manager of a joint venture vehicle enterprise, told reporters.
This inherent impression once marked the independent brand with the label of "low price, high configuration and low quality", which restricted the momentum of the independent brand's sprint to a higher price range. At that time, the upward brands and products such as Guanzhi and Dongfeng A9 were broken.
With the post-90s and post-95s becoming the main force, the situation of the auto market is changing. The 2021 insight report on generation Z's automobile view (hereinafter referred to as the "insight report") shows that among the preferences of generation Z's national factions, the preference for independent brands is as high as 47%, second only to 55% of Germany. According to the insight report, generation Z grew up in the stage of China's economic take-off, witnessed the gradual development and rapid rise of domestic brands, and became more confident in local brands and products.
In addition, technologically leading independent auto enterprises are not afraid to compare with overseas brands. Take the DM-I hybrid technology of Byd Company Limited(002594) fire in 2021 as an example, the thermal efficiency of its core hybrid special engine has been as high as 43%, far exceeding overseas brands such as Honda and Toyota, and the related products equipped with this technology have been in short supply.
A post-95 Qin plus DM-I owner told reporters that the budget for purchasing Qin DM-I at that time could completely buy joint venture models such as Buick yinglang and Nissan Xuanyi, but the joint venture model was not an opponent of Qin plus DM-I in terms of configuration, fuel consumption and power. Finally, he persuaded his funded parents to choose Byd Company Limited(002594) .
In the luxury brand market, Weilai, ideal, extremely krypton and other brands have also attracted many young consumers through stronger technology and better intelligence. Weilai automobile said that when the delivery volume exceeded 10000 in November last year, its average transaction price was as high as 440000 yuan, and the average price of a single car exceeded the two traditional luxury brands of Audi and BMW. Weilai et5 equipped with lidar and NVIDIA Orin x chip once shut down Weilai app when opening reservation.
"The cars we have mass produced are backward compared with competitive products. The products under planning and development are still backward when they are officially mass produced a few years later." Zhang Shan, Volvo's R & D Engineer, believes that Volvo plans to make electric vehicles very early and wants to grab the market of luxury electric vehicles, but it is similar to the situation of Mercedes Benz, BMW and Audi, which can\'t compare with domestic luxury brands.
The insight report shows that for generation Z, the car is an important means of transportation for daily walking and long-distance travel. Therefore, when purchasing a car, they pay more attention to the use attributes such as safety, comfort and workmanship quality. At the same time, intelligence, personality and fun car audio and entertainment have become the key words of the ideal driving experience of generation Z.
"I saw Xingyue l at the Shanghai auto show. I felt that the configuration, space and power were very good. The one meter long triple screen was very attractive. I was directly blinded after the test drive." Peng Feng told reporters that compared with brand power, he cares more about what products can bring to himself.
Zhu ye, China's annual car judge, believes that generation Z is well aware of their preferences and needs. They grew up in 3C and technology equipment since childhood. They have a high cognitive starting point for science and technology and generally have high requirements for science and technology configuration.
With the post-90s and post-95s consumers gradually becoming the main force of market consumption, the labels with poor quality and technology of independent brands are being gradually diluted. "Almost 50% of the customers who arrive at the store will compare Lingke 03 with civic, both defeated and defeated; Lingke 01 is also similar, and the customers will mainly compare Honda CR-V and Volkswagen tuyue." The salesperson of a Lingke 4S store told reporters that according to the data released by Lingke automobile, the post-90s account for nearly 40% of its user group, and 85 + post-90s account for more than 2 / 3.
It is worth noting that the inherent impression of independent brands is only diluted rather than completely eliminated. When visiting a Cadillac 4S store in Shanghai, the post-90s Yang Sheng, who just placed an order for XT6, told reporters that he would not consider his own brand: "independent brand technology is still not good. Lingke and Geely don\'t all use Volvo technology." Yang Sheng believes that after more long-term development, overseas automobile brands have more experience and precipitation in the fields of technology and quality control. These need time to hone, and Chinese automobile enterprises can not catch up in just 10 or 15 years.
At present, young users do not fully grasp the right to speak in car purchase. According to Ipsos survey data, 70% of generation Z young users still participate in family car purchase decisions, and only 21% of generation Z can make a complete decision to buy a car.
"One of my classmates likes Lingke 03 very much, with high configuration and good power, but his father believed in the Volkswagen brand, so he finally bought a Volkswagen Langyi." Zhu Feng told reporters that many of his classmates actually prefer to choose Chinese brands when buying cars, but parents\' suggestions and decisions can not be ignored.
"There is still a lot of resistance to buying an independent brand car, mainly because their parents disagree. They just think that the three major parts of the independent brand (engine, gearbox and chassis) are not good, and multinational brands will be better." Zhu Feng told reporters that buying an independent brand car did not get the support of his parents. Finally, he was able to make a decision to buy a car, mainly at his own expense.
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(source: First Finance)
