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1、February 20232023 Global Automotive Consumer StudyKey Findings:CHINA22023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.1.Vehicle electrification042.Future vehicle intentions163.Vehicle brand and service experience234.Connectivity295.About the study34Contents32023 Glob
2、al Automotive Consumer Study 2023.For information,contact Deloitte China.CHINADealers engender significant trust among consumersWhen asked who they trust most,surveyed consumers equally point to the brand and their servicing dealer,signaling the important role each stakeholder has in coming together
3、 to put the customer first and build relationships on a solid foundation of transparency and empowerment.3An unintended benefit of the vehicle inventory crisisProduct quality,brand familiarity and image top the list of factors driving consumer decisions when it comes to which vehicle brand to buy,wh
4、ile expectations regarding the acceptable length of time to wait for delivery may be opening the door to a“build-to-order”paradigm.2Subscriptions to connected vehicle services could be a challengeConsumer interest in connected vehicle features that provide updates regarding road safety,and vehicle m
5、aintenance costs arerelatively high,but respondents would much rather pay for connected technologies as part of the upfront cost of the vehicle or on a per use basis compared to a monthly subscription.4The shift to EVs is happening,but is it moving fast enough?Consumer interest in EVs is growing as
6、consumers look for a better driving experience.However,there are a variety of challenges standing in the way,including concerns over the safety of battery technology,the time it takes to charge an EV,and a lack of available of charging infrastructure.1Note:Sum of the values for a few questions in th
7、e following slides may not add to 100%due to rounding.From September through October 2022,Deloitte surveyed more than 26,000 consumers in 24 countries(including 1,012 respondents in China)to explore opinions regarding a variety of critical issues impacting the automotive sector,including consumer in
8、terest in electric vehicle(EV)adoption,brand perception,and advanced technologies.The overall goal of this annual study is to answer important questions that can help companies prioritize and better position their business strategies and investments.42023 Global Automotive Consumer Study 2023.For in
9、formation,contact Deloitte China.142023 Global Automotive Consumer StudyVehicle electrification52023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINA1%27%12%14%45%2%17%6%17%58%OtherAll-battery-powered electric vehicle(BEV)Plug-in hybrid electric vehicle(PHEV)Hybrid
10、electric vehicle(HEV)Gasoline/diesel2022 SY2023 SYPreference for type of engine in next vehicleQ40.What type of engine would you prefer in your next vehicle?Sample size:n=881 2022;703 2023Note:Other includes vehicles with engine types such as compressed natural gas,ethanol,and hydrogen fuel cells;do
11、nt know responses werent considered.Consumer interest in BEVs continues to grow with more than a quarter of consumers planning to acquire one in the future.However,45%of consumers surveyed would still rather a traditional ICE vehicle,signaling the significant challenge to move markets toward an elec
12、tric future.62023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINABetter driving experience#1Extra taxes on ICE vehicles#5Concern about personal health#4Use vehicle as a power source#3Lower fuel costs#2Q41.Please rank the following factors in terms of their impact o
13、n your decision to acquire an electrified vehicle(highest to lowest).Sample size:n=374The draw for EVs centers on the desire for a better driving experience and a perception that fuel costs will be significantly lower;concern for climate change does not make the top five list.Top 5 reasons for choos
14、ing an EV for next vehicle72023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAOverallICE Intender EV Intender 0%0%2%0%13%6%26%23%43%39%17%32%0%0%0.3%1%9%25%40%25%0.1%Less than 75,000 yuan75,000 yuan to less than 100,000 yuan100,000 yuan to less than 150,000 yuan15
15、0,000 yuan to less than 200,000 yuan200,000 yuan to less than 300,000 yuan300,000 yuan or moreDont know/not sure75%83%68%Q39.In which of the following price ranges will you be shopping for your next vehicle?(Please indicate what you would expect to pay after any discounts and/or incentives that migh
16、t be available.)Sample size:Overall n=707;ICE intender n=319,EV intender n=374While ICE intenders are expecting to pay less than 300K yuan for their next vehicle,EV intenders are ready to pay higher prices,reflecting strong overall demand for EVs in the market.Preferred price ranges for next vehicle
17、s82023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAQ43:Where do you expect to charge your electrified vehicle most often?;Q44:How do you intend to charge your electrified vehicle at home?;Q45:What is the main reason you do not intend to charge your electrified v
18、ehicle at home?Sample size:n=273 43;177 44;96 45 Home65%Work19%On-street/public charging station16%44%11%45%Connect toregular powergridConnect toalternative powersourceBoth10%11%23%55%Not sure how to go aboutinstalling an electric vehiclecharger at homeNo possibility of installingan electric vehicle
19、 chargerat homeNot interested in installing aprivate charging station athomeCost of installing a privatecharging station at home isprohibitiveExpecting to charge electrified vehicle most often atIntending to charge electric vehicles at home usingReasons for not charging an electrified vehicle at hom
20、eMost EV intenders plan to charge their vehicle at home by connecting to either a regular power grid or to a combination of traditional and alternate power sources.Those not intending to charge at home cite high installation costs.92023 Global Automotive Consumer Study 2023.For information,contact D
21、eloitte China.CHINAQ49:How would you most prefer to pay for public EV charging?54%17%16%13%56%16%22%7%43%16%35%5%Smartphone appCredit/debit cardLoyalty pointsPre-paid subscriptionplan18-3435-5455 or olderSmartphone app53%Loyalty points21%Credit/debit card17%Pre-paid subscription plan9%Sample size:n=
22、374 Overall;184 18-34,153 35-54,37 55+By age categoryOverallGiven the high penetration of digital payment tools in the Chinese market,consumers would prefer to pay for public EV charging via apps on their smartphones.Most preferred way to pay for public EV charging102023 Global Automotive Consumer S
23、tudy 2023.For information,contact Deloitte China.CHINAPublic locations that the consumers would prefer to charge their EV when they are away from their homeQ46:Which of the following public locations makes the most sense to charge your EV when you are away from home?Q48:What type of amenities would
24、you want to have access to while your vehicle is charging at a public location?43%16%9%8%7%5%5%5%2%Dedicated EV service station equippedwith amenitiesTraditional gas station with EV chargersParking lotRetail outlet/mallAny location as long as I can find acharger when I need itCommunity/public buildi
25、ngVehicle dealershipOn-street parkingHotel or Airbnb/VRBOSample size:n=374 Q46;374 Q48 52%52%50%43%40%36%16%Wi-Fi connectivityLounge/sitting areaWashroomsCoffee/beveragesFull service restaurantSnacks/light mealsPrivate meeting roomType of amenities that the consumers want to have access to while the
26、ir vehicle is charging at a public locationNote:Sum of the percentages in the right-side chart exceed 100%as respondents can select multiple optionsMore consumers would prefer a dedicated EV charging station with amenities such as Wi-Fi connectivity,a lounge,and restrooms over a traditional gas stat
27、ion equipped with chargers.112023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAQ47:How long would you expect it to take to charge your EV from empty to 80%at a public charging location?2%16%31%34%14%2%1%Less than 10 minutes10 to 20 minutes21 to 40 minutes41 to 60
28、 minutes61 to 90 minutes91 to 120 minutesMore than 120 minutesSample size:n=374Expected wait time to charge an EV at public charging stations from empty to 80%Nearly half of surveyed consumers would wait between 10 and 40 minutes for their vehicle to charge from empty to 80%at a public charging stat
29、ion,challenging conventional wisdom that matching the fossil fuel experience is“table stakes”.122023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINA32%18%Q50:To what extent are you concerned about the resale/residual value of an all battery-powered electric vehicle
30、?Sample size:n=191Not concernedNeutralConcernedOverallOne third of consumers are concerned about the residual value of a full battery electric vehicle as questions around battery life persist.Percentage of consumers who are concerned about the resale/residual value of an all battery-powered electric
31、 vehicle(BEV)49%132023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINASample size:n=374Yes16%16%NoMaybe68%Percentage of consumers who would rethink an EV purchase if an environmentally sustainable,synthetic fuel alternative was available for traditional(ICE)engines
32、Q42:In a scenario where an environmentally sustainable,synthetic fuel alternative(i.e.,carbon-neutral gas)that would work in traditional internal combustion engines was readily available,would you rethink your decision to purchase an EV?Two-thirds of consumers would rethink their decision to purchas
33、e an EV if an environmentally sustainable,synthetic combustion fuel was available.142023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAConsumer expectations regarding BEV driving rangeQ52:How much driving range would a fully charged all-battery electric vehicle ne
34、ed to have in order for you to consider acquiring one?1%7%22%34%24%11%Less than 200 kms200 kms to 299 kms300 kms to 399 kms400 kms to 499 kms500 kms to 599 kms600 kms or moreSample size:n=51669%7 in 10 non-BEV intenders would expect a fully charged BEV to have a driving range of at least 400 kms in
35、order to consider one as a viable option for their next vehicle.152023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAGreatest concern regarding all battery-powered electric vehiclesQ51:What are your biggest concerns regarding all battery-powered electric vehicles?
36、Please select all that apply.Sample size:n=70713%15%16%16%17%19%19%20%27%28%29%29%29%30%32%Lack of choiceLack of charger at homeUncertain resale valueIncreased need to plan my tripsLack of alternate power source at homeCost/price premiumPotential for extra taxes/levies associated with all BEVsLack o
37、f knowledge or understanding about EVs/EV technologyOngoing charging and running costsCold weather performanceLack of sustainabilityDriving rangeLack of public electric vehicle charging infrastructureTime required to chargeSafety concerns with battery technologyNote:Sum of the percentages exceed 100
38、%as respondents can select multiple options.Unlike other markets where cost is the biggest hurdle to EV penetration,surveyed consumers in China are most concerned about the safety of battery technology.162023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.2Future vehicl
39、e intentions162023 Global Automotive Consumer Study172023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINANext vehicle type by current vehicle typeNew98%Used2%Current vehicle NEWQ30.Will your next vehicle be new or used?Sample size:n=614 New,14 Used 2%6%10%10%14%29%
40、29%I just always buy/lease newvehiclesI can get exactly what IwantImage of owning a newvehicleDealer/brand reached outwith a good dealManufacturer warrantyAccess to the latesttechnology/featuresReliabilityReasons for choosing new vehicleAlmost every vehicle owner who acquired their current vehicle n
41、ew intends to buy a new vehicle again with reliability and access to the latest technology acting as the prime motivators.182023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAQ33:What type of vehicle are you planning to acquire next?Sample size:n=7082%2%2%4%8%38%4
42、4%Pick-up Truck(including ute)Van/MinivanOtherMulti-purpose vehicle(MPV)Coupe(2 door)/HatchbackSport Utility(SUV)Sedan(4 Door)Type of vehicle consumers are planning to acquire nextUnlike some other global markets,consumers surveyed in China still prefer passenger cars(i.e.,sedans)over sport utility
43、vehicles.192023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINA6%13%17%19%23%28%29%31%31%36%36%48%PricePrevious sales experienceVehicle performanceAvailability of battery electric vehicles/hybrid optionsBrand affiliationsPrevious service experienceBrand advertising
44、Vehicle featuresQuality of overall ownership experienceBrand imageBrand familiarityProduct qualityMost important factors driving the choice of brand for your next vehicleQ35.What are the most important factors driving the choice of brand for your next vehicle?(Please select all that apply).Sample si
45、ze:n=707Note:Sum of the percentages exceed 100%as respondents can select multiple options.Vehicle product quality is the most important factor for consumers when choosing one brand over another.The availability of EV options rates much lower in terms of importance.202023 Global Automotive Consumer S
46、tudy 2023.For information,contact Deloitte China.CHINAQ37:In your opinion,what is an acceptable length of time to wait for delivery of your next vehicle if it meant you got exactlywhat you wanted(i.e.,features,color,etc.)?Sample size:n=707Acceptable length of time to wait for delivery of next vehicl
47、e 16%32%35%13%2%1%Less than one week1-2 weeks3-4 weeks5-12 weeks13-24 weeks25 weeks or more48%Nearly half of consumers think it is acceptable to wait times between 3 weeks and 3 months for delivery of a new vehicle,opening the door to a more“build-to-order”retail paradigm.212023 Global Automotive Co
48、nsumer Study 2023.For information,contact Deloitte China.CHINA18%21%24%25%26%26%29%29%33%34%36%Low pressure experienceConvenient locationMaking good use of my timeAbility to complete all or some of the process onlineBuilding trust in the salespersonTo be offered different financing and usage-based m
49、odelsGetting all my questions answeredTransparent pricingGetting a good dealPhysical interaction with the vehicleHaving a resource for post-purchase needsQ59:When looking to acquire your next vehicle,what are the top three most important aspects of the purchase experience?Sample size:n=707Note:Sum o
50、f the percentages exceed 100%as respondents can select multiple options.Most important aspects of the vehicle purchase experienceConsumers still want to touch and feel the vehicle,a resource to help them with post-purchase needs,and get a good deal with transparent pricing before they commit to buyi
51、ng a vehicle.222023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINA1%4%19%42%34%Not at allinterestedNot veryinterestedNeutralSomewhatinterestedVery interestedQ60:The next time you acquire a vehicle,how interested would you be in purchasing insurance directly from t
52、he vehicle manufacturer?;Q61:What do you expect the primary benefit of buying insurance directly from the manufacturer to be?Cost savings over current provider43%Convenience37%Efficiency/streamlined purchase process20%Sample size:n=707 Q60;535 Q61 76%Percentage of consumers who would purchase insura
53、nce directly from the manufacturerFor those consumers who are interested in purchasing insurance directly from the manufacturer,primary benefits are.OEMs are looking at every potential profit pool going forward,including bringing insurance products in-house,signaling a significant disruption for the
54、 traditional value chain.232023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.3232023 Global Automotive Consumer StudyVehicle brand and service experience242023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINA43%36%16%4%31%36%27%6%37%3
55、2%23%9%Manufacturer/brand ofvehicle I currently ownDealership where I normallyservice my vehicleDealership where I acquiredmy vehicleLender/leasing company18-34 years35-54 years55+yearsQ27:With whom do you have the most trusted relationship?Sample size:n=813 Overall;455 Male,356 Female;237 18-34,330
56、 35-54,246 55+By genderBy age group38%36%22%4%31%37%23%9%Dealership where I normallyservice my vehicleManufacturer/brand ofvehicle I currently ownDealership where I acquiredmy vehicleLender/leasing companyMaleFemale36%35%23%6%Manufacturer/brand of vehicle Icurrently ownDealership where I normallyser
57、vice my vehicleDealership where I acquired myvehicleLender/leasing companyOverallConsumer trust is evenly split between the manufacturer and the servicing dealer,signaling the importance each stakeholder has in the customer relationship.Consumers have the most trusted relationship with252023 Global
58、Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAQ18:To what extent do you agree or disagree with the following statements relative to the brand of vehicle you currently own?Consumer opinions on the brand of vehicle they currently own3%3%4%4%10%10%11%15%87%87%85%81%Openly s
59、haring all information,motives,and choices in straightforward and plainlanguageConsistently delivering on promises and experiencesDemonstrating empathy and kindness towards me,and treat everyone fairlyCreating quality products,services,and/or experiencesDisagreeNeither agree nor disagreeAgreeSample
60、size:n=81384848177NPS*Net promoter score(percentage agree minus percentage disagree).Note:Disagree includes strongly disagree,disagree,and somewhat disagree values;Agree includes strongly agree,agree,and somewhat agree values.A reason for high trust in brands likely stems from the fact that consumer
61、s believe their OEM brand shares information,delivers on promises,and treats everyone fairly.262023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAPreferred vehicle service provider by how current vehicle was acquiredDealer74%Aftermarket 23%DIY/other3%Vehicle acqui
62、red NEWQ24:Where do you normally service your vehicle?Sample size:n=7983 in 4 consumers who originally acquired their vehicle new routinely take it back to the dealer for service,leaving another 23%of people who prefer an independent service provider.272023 Global Automotive Consumer Study 2023.For
63、information,contact Deloitte China.CHINA7%4%17%12%9%14%13%11%14%5%7%9%10%10%13%14%15%16%Online booking toolAvailability ofappointmentSpeed of serviceConvenient locationAccess totemporary/loaner vehicleEfficiency of check-in/check-out processCost/priceCommunication/explanation of serviceCustomerservi
64、ce/treatmentAftermarketDealerReasons for choosing vehicle service provider(by preferred provider)Q25:What is the most important reason for your preferred choice of vehicle service provider?;Q26:What is the most important aspect of a vehicle service experience?Sample size:n=Dealer 596,Aftermarket 194
65、 for Q25 and Q26Most important aspect of the vehicle service experience(by preferred provider)27%20%19%18%16%40%8%21%15%16%Quality of workCostTrustConvenienceCustomerexperienceAftermarketDealerNote:“Other”reasons not shown for choosing a vehicle service provider.Consumers prefer the dealership for t
66、he quality of work performed.Customer service and explanation of the work performed top the list of service experience success criteria.282023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINA4%6%13%15%15%16%19%21%22%23%23%25%26%35%36%37%Search and pay for public par
67、kingSearch and pay for public vehicle charging accessView and add battery lifeView/redeem loyalty pointsLock/unlock vehicleChat with a live agentRemote startView and add features that enhance my vehicleLocate a dealerBuild and price your next vehicleTrack your vehicles locationPurchase accessoriesMa
68、ke paymentsTrack service appointmentsLearn about your vehicles featuresSchedule serviceImportant features of a vehicle brand appQ28:What are the most important features of a vehicle brand app?Please select all that apply.Sample size:n=813Note:Sum of the percentages exceed 100%as respondents can sele
69、ct multiple options.Consumers most prefer to access features/applications that help them schedule and track service appointments and learn about their vehicles features.292023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.4292023 Global Automotive Consumer StudyConnect
70、ivity302023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINA3%0%3%5%6%6%6%9%11%11%19%21%None of the aboveOtherMedia agencies/advertisersFinancial service providerCloud service providerInsurance companyCellular service providerAutomotive clubs or associationsGovernme
71、nt agencyVehicle service providersVehicle dealerCar manufacturerConsumer opinions on whom they trust the most to manage data generated/collected by their vehicleQ57:In a scenario where you owned a connected vehicle,which of the following entities would you most trust to have access to the data your
72、vehicle generates?Sample size:n=707Surveyed consumers mainly trust OEMs and dealers to manage their connected vehicle data.Unlike other global markets,only 3%of consumers dont trust anyone.312023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAConsumer opinions on b
73、enefits of connected vehiclesQ55:How interested are you in the following benefits of a connected vehicle if it meant sharing your own personally identifyingdata and/or vehicle/operational data with the manufacturer or a third party?Sample size:n=70776%76%76%77%78%78%80%80%80%81%82%Customized/optimiz
74、ed vehicle insurance planOver-the-air vehicle software updatesSpecial offers regarding non-automotive products and servicesReceiving a discount for access to a Wi-Fi connection in your vehicleAccess to nearby parkingUpdates regarding traffic congestion and suggested alternate routesUpdates to improv
75、e road safety and prevent potential collisionsCustomized suggestions regarding ways to minimize service expensesMaintenance updates and vehicle health reporting/alertsMaintenance cost forecasts based on your driving habitsSuggestions regarding safer routes*Personally identifiable information.Consume
76、rs are ready to share PII*if it helps them get traffic/road safety updates,maintenance updates,and suggestions to help lower service expenses.322023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAQ56:As vehicles become more and more connected to the internet,how co
77、ncerned would you be if the following types of data were shared with your vehicle manufacturer,dealer,insurance company and/or other third parties?Sample size:n=70743%44%47%47%50%Sensor data related to vehicle statusData related to the use of connected servicesData related to driving behaviorBiometr
78、ic data collected by sensors in the cockpitData related to vehicle locationPercentage of consumers concerned by sharing data with vehicle manufacturer,dealer,insurance company,and/or other third partiesAt the same time,half of consumers surveyed are concerned if data related to the vehicles location
79、,biometrics,and driving behavior is shared.332023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.CHINAConsumers preferred ways to pay for additional connectivity technologiesQ58:How would you prefer to pay for additional connectivity technologies in your vehicle?Vehicle
80、 buyers prefer to pay for added tech features up front54%Up front as part of the vehicle purchase price39%8%Charged on a per use basisAs part of a monthly service to which I subscribeSample size:n=707More than half of the surveyed consumers would prefer to pay for connected vehicle features and tech
81、nology upfront as part of the purchase price,representing a challenge for OEMs looking to build new revenue streams via digital subscription services.342023 Global Automotive Consumer Study 2023.For information,contact Deloitte China.5342023 Global Automotive Consumer StudyAbout the study352023 Glob
82、al Automotive Consumer Study 2023.For information,contact Deloitte China.CHINA86%13%1%UrbanSuburbanRural28%39%33%18-3435-5455 and moreAge groupGenderLocation49%Survey timingOctober 11 to October 14,2022SampleThe survey polled a sample of 1,012 consumers in China.The survey has a margin of error for
83、the entire sample of+/-3.1%MethodologyThe study is fielded using an online panel methodology where consumers of driving age are invited to complete the questionnaire(translated into local languages)via email.51%About the study362023 Global Automotive Consumer Study 2023.For information,contact Deloi
84、tte China.Deloitte Insights/automotiveAcknowledgmentsWe would like to thank Srinivasa Reddy Tummalapalli,Srinivasarao Oguri,Dinesh Tamilvanan,and Kelly Warner for their important contributions to the research.Ryan RobinsonAutomotive Research LeaderDeloitteryanrobinsondeloitte.caAuthor372023 Global A
85、utomotive Consumer Study 2023.For information,contact Deloitte China.Andy ZhouDeloitte China Automotive Industry LeaderDeloitte Consulting China Automotive LYi ZhouDeloitte China Automotive Tax and Business Advisory LLaurain ZhaoDeloitte China Automotive Financial Advisory LWilson LiuDeloitte China
86、Automotive Audit&Assurance LGolden LiuDeloitte China Automotive Risk Advisory LContactsDeloitte Insights/automotiveAbout DeloitteDeloitte China provides integrated professional services,with our long-term commitment to be a leading contributor to Chinas reform,opening-up and economic development.We
87、are a globally connected firm with deep roots locally,owned by our partners in China.With over 20,000 professionals across 30 Chinese cities,we provide our clients with a one-stop shop offering world-leading audit&assurance,consulting,financial advisory,risk advisory,tax and business advisory servic
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