The auto market is the first to see

[car home? Industry] Affected by factors such as the epidemic situation and the decline in subsidies, the new energy vehicle market performed poorly this year, and the cumulative sales in the first eight months fell by 26% year-on-year. However, with the increasing support of local governments, the policy support of new energy vehicles going to the countryside, and the rising purchasing power of users, new energy vehicles have also ushered in the "Jin Jiu". According to big data from car home, in September this year, the purchase intention of new energy vehicle users increased by 18.5% month-on-month, which greatly increased the popularity. So in the past September, which type of new energy vehicles were more popular? Which can win the PK of car or SUV? Which price range models are more popular? Let's look at the interpretation of the auto market in September.

■ Overall trend: the purchase intention of new energy vehicles is increasing, and the heat of pure electric vehicles is high.

First, let's look at the overall trend of new energy vehicles. In September 2020, the number of new energy vehicle users' car purchase intentions increased by 18.5% month-on-month, down by 3.9 percentage points from the previous month. Market enthusiasm continued to climb, but the growth rate narrowed. The automobile market has obvious seasonality and periodicity. By comparing the data of users' car purchase intention this year with the data of last year, the growth rate in September this year has expanded compared with the same period of last year, mainly because the data of users' car purchase intention fluctuated greatly in the same period of last year, and the market fluctuation this year was relatively moderate. On the whole, the market shows an "inverted V" trend.

In September this year, users of new energy vehicles and pure electric vehicles accounted for 73. 1%, a slight increase of 1.9 percentage points over the previous month, and the proportion of car purchase intention continued to increase; The purchase intention of plug-in hybrid electric vehicles accounted for 25.5%, a slight decrease of 2 percentage points from last month, and the purchase intention continued to decline; Only 1.4% of users are interested in the extended car. Generally speaking, people are more inclined to buy pure electric vehicles now, because the endurance of pure electric vehicles and the number of charging piles have been effectively improved, which has alleviated people's endurance anxiety and charging anxiety to some extent.

■ Trend by vehicle type: the proportion of car users continues to rise, while the proportion of SUV intention decreases.

In September, users of cars, SUVs and MPVs in new energy vehicles accounted for 67.3%, 3 1.4% and 1.3% respectively. The proportion of automobile users' intention increased by 0.3 percentage points compared with last month, and the share began to increase from decline. The proportion of SUV users' intentions began to fall, down 0.4 percentage points from the previous month. In September, the percentage of intention of MPV users increased by 0. 1 percentage point, and the percentage of intention remained low.

On the whole, after a period of share expansion, the intention of SUV users gradually retreated, the auto market gradually picked up and the market returned to rationality. This is because on the one hand, the lineup of pure electric vehicles has grown, such as Tesla's main models and domestic models? 3. BYD Han and Xpeng Motors P7 enrich consumers' choices; On the other hand, cars of the same class are often cheaper than SUV models. In addition, in view of people's endurance anxiety, consumers' car scenes are mostly limited to commuting in urban areas, so as a daily family car, new energy vehicles have more advantages than SUV models.

■ Sub-regional trend: Non-restricted cities dominate the market, and users in developed areas in the east and south are more active.

In September this year, the five provinces with the highest proportion of users' car purchase intentions were Guangdong, Beijing, Zhejiang, Shanghai and Henan, and Guangdong ranked first with the intention of 14.8%. User's car purchase intention TOP? The intentional share of 10 provinces reached 74.2%, down 0.5 percentage points from last month, and the regional concentration of the market declined. Among all provinces, 13 provinces saw an increase in the proportion of users' intentions, while 8 provinces saw a decrease. Among them, the proportion of users' intentions in Beijing, Xinjiang and Hebei increased by 0.9%, 0.2% and 0.2% respectively compared with last month, making them the three provinces with the highest proportion of intentions; Guangdong, Shanghai and Zhejiang decreased 1.0%, 0.4% and 0.3% respectively, which were the three provinces with the largest decline.

Understand the provincial distribution of users' car purchase intentions, and then look at the urban pattern. In September this year, the intention of users in non-restricted cities accounted for 58.8%, still occupying a dominant position in the market. The five cities with the highest proportion of users' car purchase intentions include Beijing, Shanghai, Shenzhen, Guangzhou and Tianjin. Beijing topped the list with an intention ratio of 12.8%, which greatly set aside other cities. Top？ 10 urban users' intention accounted for 49.2%, down 0.3 percentage points from last month, and the concentration of market cities declined. Among all cities, the proportion of user intention in 35 cities increased, while that in 30 cities decreased. Among them, Beijing, Aksu and Hebi increased by 0.9%, 0.2% and 0.2% respectively compared with last month, making them the three cities with the highest increase in the proportion of users' intentions; The proportion of users' intentions in Shenzhen, Shanghai and Hangzhou decreased by 0.6%, 0.4% and 0.2% respectively, which was the three cities with the largest decline.

■ Trend of price sharing area: the car buying fever in low-priced areas is heating up, and the car buying fever in middle and high-priced areas is cooling down.

Price is one of the most important factors that users consider when buying a car, so what are users' intentions for different price models? In September this year, users' intention to buy a car in the price range below 1.2 million accounted for 32. 1%, up 2.7 percentage points from the previous month; In the price range of 1.2-0.2 million, the user's intention to buy a car accounted for 27.8%, up from last month 1. 1%. User intentions in the price range of 200,000-300,000 accounted for 26.3%, down 2.4% from last month; The user intention in the price range of 300,000-500,000 accounted for 7.7%, down 1 percentage point from last month. The user intention in the price range above 500,000 yuan accounted for 6. 1%, down 0.3% from last month.

By analyzing the data of users' intentions in recent 12 months, it is found that from 20 19 to September this year, the proportion of users' intentions in the price range below120,000 has increased by 4.8 percentage points, and the low-priced market is heating up. 1.2-0.2 million price range, the proportion of users' intention decreased by 2.6%, and the market enthusiasm decreased; The proportion of users' intentions in the price range above 200,000 decreased by 2.2 percentage points, among which the market enthusiasm in the price range of 300,000-500,000 decreased significantly, and the proportion of clues in the past 12 months decreased by 5%. In the future, with the more comprehensive layout of new energy vehicles, the market will be further subdivided, and the coverage of price range is expected to be consistent with the pattern of fuel vehicles. It will be more uniform.

■ Sub-manufacturer trend: The pattern of head manufacturers is stable, and China brand is still dominant.

In the increasingly fierce market competition, the competition for users by car companies is also intensifying. Look at the September market, Top? 10 manufacturers accounted for 63.6% of users' car purchase intention, up 3.2 percentage points from last month, and the market concentration was further improved. Among the ten manufacturers, the proportion of users' intention increased in six manufacturers, and the manufacturer with the largest increase in share was Great Wall Motor, which led the increase with an increase of 1.9%; The manufacturer with the largest decline was SAIC Volkswagen, with a decrease ratio of 0.5%. Top？ In the 10 list, China brand manufacturers account for 7 seats, which shows that China brand is in the leading position in the field of new energy vehicles. Among them, BYD and SAIC-GM-Wuling are the two most popular manufacturers, and the proportion of users' intentions is 2 1. 1% and1.7% respectively, firmly occupying a dominant position.

■ User intention preference: Goddess loves cars more, and God loves carts more.

Users with different characteristics have certain differences in automobile consumption preferences, so what changes will gender differences bring to users' intentions? By analyzing the data of users' intentions, we can see that women like cars more than men. In the car purchase intention data of female users in September, cars accounted for 69.2%, which was 1.9 percentage points higher than that of men. On the contrary, male users prefer models with large space and tough appearance, and the proportion of male SUV purchase intention is higher than that of female 1.6 percentage points. Compared with last month, the proportion of MPV purchase intention from female users decreased, while the proportion of SUV and car purchase intention increased; The intention of male users to buy cars and MPVs decreased, while the intention of SUVs increased.

For new energy vehicles, who loves to spend a lot of money more, the male god or the goddess who loves cars? In September this year, the proportion of men's intention to buy a car in the price range below 654.38+0.2 million was 30.6%, and that of women was 36.8%. In the low price range, the share of men is 6.2 percentage points lower than that of women. In the price range of 1.2-0.2 million/200 thousand, the proportion of women's car purchase intention is 0. 1% lower than that of men. In the price range above 200,000, the proportion of women's intention to buy a car is 6 percentage points lower than that of men, but the proportion of women's intention to buy a car has decreased from last month. In the price ranges of 200,000-300,000, 300,000-500,000 and above, women are lower than men by 4.7%, 1.2% and 0. 1% respectively, which shows that men have obvious preference for high prices.

Full text abstract

Although the specific sales data of China Automobile Association and Passenger Association have not been released statistically, it can be analyzed from car home Big Data that new energy vehicles will usher in Jin Jiu, and it is expected that new sales will be ushered in this year in September; At the same time, in terms of price, the proportion of sales of new energy vehicles below 200,000 yuan will increase significantly. Comparatively speaking, new energy vehicles of the same level are more expensive than fuel vehicles. However, with Tesla leading the price reduction and increasingly fierce market competition, new energy vehicles are expected to usher in a wave of price reduction, driving more consumers to choose and use electric vehicles. (Text/car home? Number saying industry)