·The market is sinking the second and third-tier cities is the main source

Recently, Yiche.com cooperated with 360 to promote the “2016 Q1 Auto Industry Search Report”. The report is based on the powerful database resources of the Easy Car Index and 360 to promote the powerful search engine capabilities, together to explain the composition of Chinese auto consumers. Changes, and the resulting changes in demand, deeply analyze the current development status of the automotive industry, and explore the development trend and market situation of the automotive industry marketing behind the data.

According to the report, since the fourth quarter of 2014, the search volume of the automotive industry has continued to decline, but with the advent of the auto show, the search volume has rebounded since March.

The sinking of the channel is becoming more and more significant: in terms of proportion, the second and third-tier cities are still the most important search sources, accounting for more than 60% of the total; trend: the search trend of the first-tier cities tends to be stable, and the search of the fourth-tier cities is growing. trend.

The attention degree of price words has been steadily improved: on the whole, the search trend of price words is positively correlated with the automobile industry, and the search volume of price words in the golden nine silver and ten sales season is relatively high.

The search volume of new energy vehicles is growing faster: the search volume of new energy vehicles is not high, but the growth trend is higher than that of the automotive industry. Hybrid and pure electric are the most important new energy models. In the first quarter of 2016, the search for hybrid vehicles accounted for slightly more than pure electric vehicles.

The joint venture vehicle is still the core of the search: although the price of the independent model is relatively low, the user is more concerned about the joint venture vehicle as a whole, and the search trend of the joint venture, autonomous and imported vehicles as a whole is consistent.

East China, first-tier cities and high-end cars have strong correlations: SUVs are more relevant to Central, Secondary and Tier 4 cities. The overall MPV and compact vehicles are highly correlated with cities in South China, North China and Tertiary.

Self-competition is more intense: from the first quarter of the search situation, the advantages of importing Audi are greater, and the advantages of joint ventures are also relatively large. Among the self-owned brands, there are 4 brands in the first group competition, more than joint ventures and imports, and the competition is more intense.

As the car level rises, the proportion of male and company employees is on the rise: in addition to SUVs and MPVs, freelancers account for slightly more search for small cars and below and luxury cars than for compact to medium-sized cars. The behavior is relatively polarized.

Analysis of the interest points of each car system: American car and song variety show, and Southeast Asia, North America tourism related; Japan and Europe and confrontation variety show, and Hong Kong and Taiwan tour, Japan and South Korea tour is more relevant; Korean and love theme variety shows are more relevant.

In the Internet era, user needs have become personalized and fragmented. How to use the characteristics of the Internet for targeted marketing is a problem that car companies need to solve at present. The "Q1 Auto Industry Search Report 2016" released by the Yiche.com and 360 is a comprehensive analysis of the changes and trends in the automotive market from the overall market overview, market development status and trends, and analysis of users in the automotive industry. Many users who care about this industry provide reference literature.

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