L*********h
发帖数: 2617 | 1 http://www.hurun.net/en/ArticleShow.aspx?nid=7581
Authority on China’s Wealthy releases Luxury Car Brands in China 2014, 37-
page comparison between brand images of Audi, BMW, Mercedes Benz, Volvo,
Lexus, Land Rover, Cadillac, Infiniti
(26 November 2014, Beijing) The Hurun Research Institute today released
Luxury Car Brands in China 2014, a 37-page report comparing the images of
eight luxury car brands in China: Audi, BMW, Mercedes Benz, Lexus, Volvo,
Land Rover, Cadillac and Infiniti.
Hurun Research carried out the survey across ten cities in China, surveying
100 car owners from each of the eight brands between February and October
2014. The cities were Beijing, Tianjin, Dalian, Shanghai, Hangzhou,
Guangzhou, Shenzhen, Xiamen, Kunming and Chengdu. Within each brand, Hurun
Research surveyed a minimum of ten car owners for each main product. The car
owners surveyed each had 1.4 cars on average.
Overall, the findings showed that luxury car owners in China are young,
highly educated and with a high income. The average age of the car owner was
33.5yrs, 76% were male and some 10% had spent at least three years overseas
. Their annual family income was CNY 1.05 million (equivalent to US$175,000)
on average. Mercedes-Benz owners had the highest income, Infiniti owners
the lowest; BMW owners had the highest percentage of female owners, whilst
Cadillac had the highest percentage of male owners; Volvo owners had the
highest education levels, whilst Land Rover owners had the lowest; Audi
owners had the most government officials, whilst Land Rover had the most
entrepreneurs. Lexus had the least distinct ownership group.
Rupert Hoogewerf, chairman and chief researcher of Hurun Report, said: “
Spending money on a nice car is the first outward sign of success for many
Chinese. The objective of this report is to highlight the brand image of
these luxury cars in China.”
This is a brief summary of the more detailed Chinese-language press release.
Whilst care has been taken to ensure discrepancies were kept to a minimum,
if any differences do arise, the Chinese press release prevails.
The report’s key findings included:
Wealth
China today has 2.9 million dollar millionaires, and 1.09 million
individuals with a personal wealth of CNY 10 million (equivalent to US$17
million). Beijing, Guangdong and Shanghai are the cities with the highest
number of millionaires, according to the Hurun Wealth Report 2014. See http://www.hurun.net/CN/ArticleShow.aspx?nid=4557 for more info.
The average monthly income of the luxury car owners was CNY 30,000 with
their household income reaching CNY 88,000. 30% of households had a monthly
income of CNY 100,000 a month or more. The average personal wealth of the
households was CNY 8.8 million. 10% had more than CNY 10 million.
The interests of the luxury car owners ranged from travel to good food to
family activities and sports. Female car owners preferred spas, beauty care,
art and had an interest in the environment.
Car owner image
When surveying the car owners’ social status, car owners were asked to
choose from 18 descriptions, such as government employee, public servant,
entrepreneur, nouveau riche, second generation, etc…; for car owners’
attitude and values, car owners were asked to choose from 31 descriptions,
eg enjoys keeping fit, enjoys life, successful, etc…; for car owners’
character, car owners were asked to choose from 24 characteristics, eg show-
off or reserved, etc…; for car brand images, respondents were asked to
choose from 45 characteristics, eg fashionable, easy going, etc… These
descriptions and characteristics, 118 in total, came from four in-depth
panel interviews with car owners carried out in Beijing, Shanghai, Chengdu
and Guangzhou.
The image of Mercedes Benz and Volvo owners were very similar to the way the
car owners viewed themselves, whilst the images of BMW and – to a lesser
extent – Land Rover were quite different to how these car owners viewed
themselves.
Mercedes Benz owners were considered to be entrepreneurs, cultivated,
successful. This was very much in line with how their owners saw themselves.
Whilst BMW owners considered themselves to be small and medium sized
business owners or senior management of multinationals with a positive
attitude to life, living life to the full and being relatively discreet,
there is a disconnect with the image they portray of nouveau riche,
materialistic and show-offs.
Land Rover owners were considered to be nouveau riche, young second
generation and show-offs. Land Rover owners consider themselves to be
professionals, senior management in multinationals and self-made.
Volvo owners were considered to be valuable members of society, low-key,
behaving in a morally upstanding manner, family-oriented. Of the eight car
brands surveyed, Volvo car owners came closest to their image. Additionally
, they considered themselves to be returnees.
Audi owners were considered to be government officials, mature and with
experience. This image was the most defined image of all the eight brands.
Audi owners also considered themselves to be white-collar workers with a
positive attitude to life and to live life to the full.
Cadillac owners had the image of being white collar workers, mature and
successful, whilst Cadillac owners considered themselves to be senior
management of multinationals.
Infiniti owners had the image of being from the second generation, film
stars, highly active, whilst Infiniti owners considered themselves to be
white collar workers.
The image of Lexus owners did not fall into a distinctive class, whilst
Lexus owners considered themselves to be white collar workers, professionals
and senior management from state owned enterprises.
Buying and usage trends
Respectability, stylishness and brand awareness were considered the three
most important characteristics of a luxury car brand. After that came
technology and brand culture. For luxury car owners, Lamborghini, Ferrari
and BMW most represented these qualities.
Safety was most important for 80% of luxury car owners, followed by comfort
and brand. Relatively speaking, men considered price, petrol consumption and
power most important, whilst women considered the outward appearance and
feeling of luxury most important.
Buying motives. For 50% of respondents, it was ‘my old car is broken or
getting old’ that drove them to buy a new car. Interestingly, there was
many impulse buyers, with 44% buying after seeing a car at an exhibition, 36
% seeing a new car ad, or after a test drive.
Information channels. The internet and car experience centers were the most
popular ways to get information on a luxury car.
Relationship with luxury car. Although 30% considered their car to be simply
a transportation tool, 36% considered it a friend, 16% a lover or wife and
15% a war horse.
Driver experience. The convenience the car brought was the most important
driver experience.
Engine size. 40% like to drive cars with a 3.0 size engine or more.
Driving frequency. 60% drove every day, 24% 4 to 6 times a week.
Impact of negative publicity. 80% had heard about negative publicity
surrounding luxury car owners. BMW attracted the most negative publicity,
whilst Volvo had the least negative publicity. | f********r
发帖数: 3155 | 2 有点意思
the lowest; BMW owners had the highest percentage of female owners, whilst
Cadillac had the highest percentage of male owners; Volvo owners had the
highest education levels, whilst Land Rover owners had the lowest; Audi
owners had the most government officials, whilst Land Rover had the most
entrepreneurs. Lexus had the least distinct ownership group.
【在 L*********h 的大作中提到】
: http://www.hurun.net/en/ArticleShow.aspx?nid=7581
: Authority on China’s Wealthy releases Luxury Car Brands in China 2014, 37-
: page comparison between brand images of Audi, BMW, Mercedes Benz, Volvo,
: Lexus, Land Rover, Cadillac, Infiniti
: (26 November 2014, Beijing) The Hurun Research Institute today released
: Luxury Car Brands in China 2014, a 37-page report comparing the images of
: eight luxury car brands in China: Audi, BMW, Mercedes Benz, Lexus, Volvo,
: Land Rover, Cadillac and Infiniti.
: Hurun Research carried out the survey across ten cities in China, surveying
: 100 car owners from each of the eight brands between February and October
| b******7
发帖数: 8200 | 3 Lexus had the least distinct ownership group.
这句话怎么理解呢？
LR的车主都是矿主，确实有钱的豪。
BMW这牌子国内是。。。唉。 | e********y
发帖数: 350 | | L*********h
发帖数: 2617 | 5 Lexus用户群找不出明显特征。。。。
没有存在感
这是在中国大陆
【在 b******7 的大作中提到】
: Lexus had the least distinct ownership group.
: 这句话怎么理解呢？
: LR的车主都是矿主，确实有钱的豪。
: BMW这牌子国内是。。。唉。
| L*********h
发帖数: 2617 | 6 中国大陆的land rover用户群的自我认知和旁观者印象反差最大。。。。比较装b |
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