1、Copyright 2017 The Nielsen Company.Confidential and proprietary.尼尔森 李振新2017 Big Data Insights for New Generation Auto2017年新生代汽年新生代汽车消费者车消费者大大数据洞察数据洞察2Copyright 2017 The Nielsen Company.Confidential and proprietary.议程议程Agenda新生代的画像新生代的画像Portrait of New Generation 新生代新生代对汽车的需求对汽车的需求New Generations Nee

2、ds for Automotive综述综述Summary1 12 23 3Copyright 2017 The Nielsen Company.Confidential and proprietary.SECTION 01新生代新生代的的画像画像PORTRAIT OF NEW GENERATION4Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Company.Confidential and proprietary.新生代是新生代是规模大，信心高，学历高、收入

3、高规模大，信心高，学历高、收入高的一个的一个群体群体New generation are a big population.They have high confidence,high income and are better education.规规模模大大BIG SIZE信信心心高高HIGH CONFIDENCE学学历高、收入历高、收入高高BETTER EDUCATEDHIGHER INCOME5Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Compan

4、y.Confidential and proprietary.新生代存新生代存在两类特征明显的人群，在两类特征明显的人群，年轻创业领袖年轻创业领袖以及以及年轻白年轻白领领Young entrepreneur and young white collar are two kinds of new generations who have distinctive features.公司普通职员/白领General Office Clerk/White Collar33%+11%vs 总体总体 Overall小型公司老板/企业主Small Businessman/Entrepreneur11%+4%

5、vs 总体总体 Overall6Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Company.Confidential and proprietary.不同于不同于70、80后的集体生活，信息时代给后的集体生活，信息时代给新生代新生代带来了新的社带来了新的社交方式，交方式，他们更向往他们更向往“圈子和部落圈子和部落”文化文化Unlike post-70s and post-80s who used to live in groups,the new gener

6、ation who live in Information Age have new ways of socializing,which means they prefer circle and tribe来源：尼尔森 90后生活形态及价值观研究Source:Post-90s Lifestyle and Value Research,Nielsen共同的共同的兴趣兴趣和和价值观价值观为基础为基础他们的圈子是他们的圈子是以以Their social circles are formedbased on common interests and values.7Copyright 2017 The

7、 Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Company.Confidential and proprietary.社社交交是是新生代新生代消消费者共同的特费者共同的特点点Highly involved with social activities is their common characteristic19%+5%vs 总体总体Overall重要的购车驱动原因是为了与朋友交际与出行。One of the important driver the new generation to pu

8、rchase cars is that they often drive to hang out with friends.购买驱动因素购买驱动因素Purchase MotivationCopyright 2017 The Nielsen Company.Confidential and proprietary.SECTION 02新生代新生代的的车辆需求车辆需求NEW GENERATION S NEEDS ON AUTOMOBILES10Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017

9、 The Nielsen Company.Confidential and proprietary.颜颜值值-新生代消新生代消费者的关费者的关注注The New Generation is appearance-oriented consumers rather than feature-oriented consumers配置配置Configuration各类参数各类参数Parameters排量排量Displacement轴轴距距Wheelbase品牌品牌Brand 装配论消费者Feature-oriented Consumers 外貌协会消费者Appearance-centered Con

10、sumers 80后Post-80s90后Post-90s颜值Appearance颜值Appearance颜值Appearance11Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Company.Confidential and proprietary.新生代们拥有自己的语言新生代们拥有自己的语言The new generations have developed their own language system.大气Polished40%时尚Fashion

11、able37%优雅Elegant27%精致Delicate32%动感Dynamic29%稳重Dignified30%个性个性Personality90后有各自的审美标准，同时传统的词语已经无法与他们产生共鸣，他们拥有自己的语言Post-90s have different personal taste.Conventional phrases are not enough for them.Theyve developed their own language.传统语言传统语言Conventional PhrasesNielsen Social Listening90后的语后的语言言Post-

12、90ss Phrases12Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Company.Confidential and proprietary.父母对于资金的支持并不意味着他们会一味追求高预算父母对于资金的支持并不意味着他们会一味追求高预算Parents financial support doesnt mean they would require for higher budget.+8%vs 总体+8%vs.Overall父母对于新生代的支持也体现在

13、购车上，但他们并不会一味追求高预算。Parents would give financial support to the new generation.However,that doesnt mean they will raise their budget on buying cars.9090后后Post-90s总体总体Overall预预算均算均值值Average Budget21.420.715%单位：万Unit:10,00013Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017

14、The Nielsen Company.Confidential and proprietary.新生代消费者对座椅材质，交互配置，车载智能多媒体都有新生代消费者对座椅材质，交互配置，车载智能多媒体都有较高需求较高需求The new generation consumers are willing to pay premium for seat material,HMI configuration and in-car smart multimedia愿意付费的愿意付费的自定义需求配置自定义需求配置 Customized Configuration总体总体Overall90后后Post-90s

15、功能性配置（如：座椅加热/通风、LED灯、360倒车影像）Functional Configuration(Ex.seat heating/ventilation,LED lights and 360reverse image)5961外观配置（如：敞篷/非敞篷、天窗/无天窗、轮毂大小）Exterior Configuration(Ex.Convertible/not convertible,sunroof/no sunroof,hub size）5149座椅材质座椅材质/材质组材质组合合Material/Material Combination of Seats4349娱乐娱乐/信息交互配置

16、（如：立体环绕音响、多功能方向盘信息交互配置（如：立体环绕音响、多功能方向盘/大屏大屏、WIFI）Entertainment/Information Interaction Equipment(such as stereo surround sound speakers,multi function steering wheel/big screen,WIFI)4249紧急救援协助（人工或自动连接到呼叫中心紧急救援协助（人工或自动连接到呼叫中心）Emergency Rescue Assistance(Manually/automatically connected to call center

17、)3438在线音在线音乐乐Online Music1316Copyright 2017 The Nielsen Company.Confidential and proprietary.SECTION 03综述综述SUMMARY15Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Company.Confidential and proprietary.综述综述Summary由于新生代消费者的需求趋向多样性，要针对细分人群进行产品设计，并需要对他们的审美关键词做进

18、一步理解Product varieties are expected to suit new generations diversified needs.Deep understanding of the new generation consumers language are essential宣传中侧重产品外观设计，在广宣中所用的词语要用他们的语言The advertising should be focused more on the appearance of products using their language.更多的人人以及人机交互应用，以满足他们轻松社交的需求。比如在与朋

19、友们的自驾游中能够非常容易地实时与前后车分享地址，以及即时语音等功能。More features of human-human interaction and human-machine interaction to meet new generations social networking needs.Services such as real time sharing of locations with other cars during self drive tour and real time audio calls would be very convenient.02030116

20、Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Company.Confidential and proprietary.其其他课题研他课题研究究Other research subjects多多金老年金老年族族Rich elderlies中中产新女产新女性性Middle-class new women准准二孩家二孩家庭庭Families ready to have a second child城城市新移市新移民民Emerging urban immigrantsCopyright 2017 The Nielsen Company.Confidential and proprietary.