Corresponding to the increase in the proportion of street women driving, in the automobile market, the overall proportion of women buying cars is rising, and the right to speak in family car buying is also increasing. In fact, in just a few years, female car buyers have quickly become the backbone of the domestic market, stimulating the hatchback and small car market and providing new strong growth points for manufacturers.
According to a survey data of CNW market research company, in the United States, 49% of new car buyers and 55% of used car buyers are women, and women influence the car purchase decision of 80% families. In Europe, 30% of new car buyers are women, of which 57% in Germany own their own private cars and 35% in France. In Japan, cars driven by women account for 35% of domestic car ownership, which is 10 percentage point higher than that of 10 years ago.
In China, women have quickly become the backbone of automobile consumption. Although how many women are driving is still an incalculable and accurate figure, it is certain that the number of female car owners is increasing. Our interviews with major shopping malls in 4S also confirmed this point.
According to some industry estimates, in the Hangzhou market, the number of women buying cars has increased significantly in recent years, accounting for about 40% of the total sales, and it is expected that this proportion will increase in the future.
According to the survey report of an automobile service company in Hangzhou, among the 100 female private car owners who participated in the survey, 57% were aged from 29 to 38, and 2 1% were aged from 20 to 28. Education is mainly undergraduate/junior college, with students ***7 1 person and 25 students with high school/technical secondary school education; There are 64 people whose monthly income is between 200 1 yuan and 5,000 yuan, and another 3 1 person whose monthly income exceeds 5,000 yuan; Among all the people who participated in the survey, the company has the largest number of employees, accounting for 5 1, and there are 28 private owners.
First appeal: Does it look good?
When asked what kind of car female compatriots prefer, it is estimated that most people will answer "Mini Cooper" and "Beetle", but due to the influence of purchasing power and actual use, there is a big gap between women's actual car use and idealization.
Obviously, whether a woman likes a car or not depends largely on the feeling at first sight. Good looks rank first, which is a habit derived from fashion and cosmetics, and it is difficult to change. Smart cars with small overall shape, beautiful appearance, light body, lively and pretty appearance and bright colors are usually women's favorite. This not only reflects the feminine and delicate side of women, but also brings a lot of convenience for women to drive in the endless traffic in the city.
For women, the car is not only a means of transportation, but also a product of self-expression and aesthetic taste. Secondly, compared with men, women don't care much about the factors of car performance when choosing a car. Women who think that engine performance is the most important are less concerned about the style of interior, the quality of configuration and the tranquility inside the car.
Women seldom think about what to do if the car breaks down. Most women can't change tires, which is not a problem for men at all, but women don't care. If the car breaks down, call the boyfriend, husband and insurance company to solve it, so the performance parameters of the car are often ignored; Women like the beauty of details, so women also have more requirements for the details of cars. Good vision and light, convenient driving and light body have become new fashion factors.
Female automobile consumption has attracted much attention.
Facing the new trend of the automobile market, automobile manufacturers began to adjust their business strategies and turn more attention to female consumers. The funds invested by automobile manufacturers in TV, radio and magazines with women as the main audience have greatly increased. In the United States, automakers spend millions of dollars every year on advertising and marketing activities aimed at female consumers. More and more women's magazines and women's websites have also opened up car columns to let women know about cars and encourage them to buy cars.
Automobile manufacturers are also gradually strengthening the research on women's demand for automobiles. Japan's Mitsubishi Motors Corporation has set up a female evaluation team, composed of 50 women, to let them evaluate the cars being developed from the perspective of women. There are as many as 300 evaluation items, from the appearance of the car to whether it can take care of children, and then put forward specific improvement suggestions to the development team on this basis, so as to develop the car needed by the market.
In order to better meet the requirements of female consumers for automobiles, many automobile manufacturers have decided to let women participate more in automobile design. Some car manufacturers have even introduced new models specially designed for pregnant women. Mazda Motor Company of Japan has set up a female car development team with five female designers. The MPV small utility vehicle developed by this group is very popular with housewives.