The report points out that the consumer groups in China's automotive aftermarket are diverse, but in recent years, the trend of younger people has become more and more obvious. Among the users of online automotive aftermarket services, the 25-34 age group accounts for the highest proportion, more than 50.9%, indicating that young people are the main consumer force. At the same time, the influence of the new generation of consumers such as "post-80s", "post-90s" and even "post-00s" in China's automotive aftermarket is gradually increasing. With the increase of female car owners and post-90s car owners, the proportion of female groups and post-90s groups in the automotive aftermarket consumer group is increasing, and the use of cars has been upgraded from emphasizing driving experience to emphasizing driving experience, and the main consumer force has also generalized from car owners to car owners' families.
Generalization of decision-making subjects
According to the report, the main consumer groups in the automotive aftermarket have been generalized from car owners to car owners' families. According to Ali's consumption insights, the current auto supplies market has a high consumption capacity of fine car lovers and exquisite Bao Ma families. Most of these two groups are married and have children, and they are more inclined to discuss with family members when buying car interior equipment and electronic equipment, and will take family factors into account when making decisions.
Changes in age structure
According to the research of the F6 Big Data Research Institute, the age distribution of car owners in the independent third-party aftermarket in 2023 is: 14% in 1970 and before, 25% in the post-70s, 38% in the post-80s, and 23% in the 90s and later, and the post-70s and post-80s are still independent aftermarket consumers. Compared with the data of 2021, only the group of car owners in the 90s and later has an increasing trend, an increase of about 3 percentage points.
Figure: Age distribution of owners entering the factory from 2021 to 2023
Different age groups have different types of services preferred by car owners in the aftermarket
Car owners of different age groups prefer different types of services in the automotive aftermarket, which is usually related to their car needs, consumption habits and life stages. The post-60s generation has a higher "loyalty" to the channel and is more inclined to continue to use the maintenance channel they are familiar with. More attention is paid to the basic maintenance and repair services of vehicles, such as routine maintenance, breakdown repair, etc. Post-70s car owners may pay more attention to the reliability and durability of their vehicles at this age, because they are often the main users of the family's means of transportation, and may be more inclined to choose services that provide comprehensive protection, such as extended warranties, regular inspections and other services.
Compared with other age groups, post-80s car owners are more willing to try new channels and service methods, and have a higher acceptance of online service platforms. And they have a higher pursuit of personalized services, including car interior and exterior decoration, modification and other non-essential but enhance personal taste services. Post-90s car owners show that the younger generation of consumers have a clear online trend in their demand for car services, and they are more willing to buy car products online, and even choose to "maintain and repair their cars" online. It shows high interest in emerging automotive services, such as intelligent vehicle system installation and car beauty. As the post-00s Internet natives gradually become car owners, this generation has a natural affinity for digital services; With a greater emphasis on convenience and instant gratification, mobile apps may be used more frequently to schedule appointments, get quotes, or make payments.
Figure: Proportion of women in new energy users
Changes in gender structure
With the development of society, women's economic independence has increased, more and more women own their own cars, and the proportion of female car owners has gradually increased. Especially in the field of new energy vehicles, the proportion of female car owners has reached 35.2%, showing a significant increase in female car buyers. From the perspective of energy type, 44% of female car owners chose to buy new energy vehicles, 20.7% chose to buy hybrid vehicles, the remaining 35.3% bought fuel vehicles, and male car owners bought the most fuel vehicles, accounting for 54.7%, followed by new energy vehicles, accounting for 31.6%, and only 13.6% bought hybrid vehicles. According to her media survey, women will account for 35.2% of China's new energy vehicle owners in 2022, higher than the 27% of fuel vehicles.
Female car owners may have different spending preferences in the automotive aftermarket than men. For example, they may be more concerned about the exterior of the vehicle, the interior design, and the comfort of the interior environment. In addition, women are likely to pay more attention to safety performance and service experience. The report points out that the car maintenance and beauty market is more concerned by female car owners, and women's attention to maintenance items is still rising. According to the F6 big data research survey, in 2023, the TGI of female car owners for maintenance and beauty items will be 109 and 120 respectively. This indicates that the attention of women to maintenance and beauty items is higher than the overall level. However, compared with the data from 2021, it is found that the attention of women to maintenance items has increased, but the attention to beauty items has decreased.
Related:
Analysis of the 2024 China Automotive Aftermarket Annual Development Report (1)
Analysis of the 2024 China Automotive Aftermarket Annual Development Report (2)
Analysis of the 2024 China Automotive Aftermarket Annual Development Report (3)
Analysis of the 2024 China Automotive Aftermarket Annual Development Report (4)
