China car electronics is success

Following the 2011 world auto market is disappointing 3.5% growth, global insight company TNS today announced a new research results to help the global and local brands in the highly competitive Chinese automotive electronics market place.

Car purchase path (TAPPS) track record affect consumers' purchasing decisions all the factors of such real-time analysis of the purchase process, the first of its kind in the world. The China market research results show that a weak brand influence, and improper understanding of the buying process, it is to prevent access to the successful performance of the main reasons many companies in China, the world's largest car market.

TNS Global Development Director, Andy  Turton said: "China's automotive electronics manufacturers great opportunities - but we know in this huge and unique market, car buyers purchase path are not the same. Real-time record in this opened a first of its kind to enter the Chinese market for car manufacturers to provide a whole new degree of precision - ensure that they accurately targeting consumers in each purchase stage.

Chinese market 470 different models in the sale of promotional activities abound. TAPPS, however, the data show, that if the company does not take the time to understand Chinese consumers to buy a new car with Western consumers of different promotional activities but less effective.

TAPPS lasted six months, visited 184 cities in China for more than 1,200 consumers, which summed up the five rules and consumer buying habits, and for those who want to make a difference in China's automotive electronics market vendors used:

A. The dealer is a good friend: car salesman in the West is often seen as people to make quick money, trust often become the victims of the conflict of interest between dealers and consumers; But in China, to buy the entire car process, auto dealers, it is precisely the most reliable source of recommendations in the minds of consumers (in part because second-hand car market budding). Co-operation with the distribution network to ensure fair trade and to protect that trust vendors to obtain a return.

Two. "We" than "I" is more important: In China, 80% of car buyers first-time buyers in this matter of the selected vehicle, consumers rely heavily on friends and family, as well as the views of the social media. Therefore, manufacturers need to know how to mobilize consumers and fans, so that they become their own brand ambassadors, for example, through social media and customer support side platform, to provide practical recommendations to the new owners, car owners and fans do not The second opinion,Main product: car cameras  these are to strengthen brand recognition and accumulation of powerful third-party recognition of the key.

3. In time for the consumer before the force: automotive brand loyalty is low in China, very few people in the car at the beginning there is an established idea. In fact, there are still four months after a third of consumers are not sure you want to buy specific model cars. However, in the Chinese market, the average purchase cycle of the car than expected to be much shorter - 40% of consumers in a month's time to determine the brand and model. Therefore, manufacturers must catch up before consumers wait, the early preparations to impress them with a compelling brand story.