Trend Following to Personalized Purchase

Reporters learned from Hai Lian Li Tong that the sixth generation of Golf vehicle has gone into the store for show, according to the Beijing Youth. Now if you ask a FAW-Volkswagen dealership about how the reservation work of the new Golf is going, the manager may answer you like this is, “Fantastic! Golf purchasers have to wait in line again.” However, in the past Golf went through an absolutely different situation. Originally, Golf served as the supporting role of Sagitar, Bora and other models. Today’s passion of Golf purchase is far beyond imagination. Golf owes its changes to the profound development and changes of China's automobile industry, which has grown into the personalized purchasing from following trend.

　　New Golf reservation booming

General Manager of FAW – Volkswagen dealership Yazhijie Bole said, the orders of new Golf has topped 200. The hot reservation work is very encouraging. Vice president of Hai Lian Li Tong, another dealership of FAW – Volkswagen, told the Beijing Youth that their orders are close to 200. Similarly, reporters learned that 1.4TSI Sagitar that have just appeared in the market with price announcement are also enjoying a hot booking hit, stealing much spotlight of the 1.6-liter model.

　　Lancer EX

Similarly, the upcoming new car Southeast Lancer regards young consumers as its target. An executive of Southeast Auto would have thought that Lancer pays too much emphasis on the dynamic factor. Facing rigorous survey data, he had to admit that his elder age has made him poorly understand the young consumers’ consumption orientation.

　　The analysis of the change

Purchasers with better understanding of autos no longer follow the trend. Many sales managers of dealerships said, “Consumers would not technically consider what generation of the engine and what kind of chassis is, if their choices belong to the same type, with almost the same size and price.” Many consumers told the Beijing Youth that car buyers with poor understanding of autos often follow the trend. Most people refer to others’ choice and buy the most popular one in the market which guarantees a high-quality maintenance service.

Therefore, within such a consumption background, many manufacturers are aware of the fact that auto manufacture is not making art. The product of auto manufacturers should be recognized by consumers. Without consumers’ recognition, what you send out is just a useless thing.

Things are in the process from quantitative change to qualitative change. China’s auto market is also undertaking such a profound change. From the time when old three types to today’s so-called new three samples, it is difficult to come up with any new “three-like” thing. Consumers are enjoying feast on eyes, thanks to the large number of car types. With the purchase power of auto being increasingly strengthened, obviously more people are in better understanding of autos.

Reporters learnt from the dealerships that consumers booking Golf are basically in better knowledge of cars and do not need marketing consultants to explain too much. A new Golf buyer Mr.Liu who just booked one told Beijing Youth that he has been waiting the new Golf for a long time and what strikes him most is its 1.4TSI engine and seven-speed DSG gearbox.

    Post 70s and post 80s with great potentials of buying cars

According to the data from dealerships, consumers of new Golf are almost young people aged from 20 to 35, among whom male consumers are in larger proportion. A consumer of new Golf said that the reason why he is waiting for the new Golf is not only because it is a classic type, but also it is more fashionable. He is unwilling to follow the trend and be part of the “street cars” owners.

In addition, as the consumers of fashionable cars are all with high education and income level, it is easy for them car to make friends with each other. The intersection based on their common lifestyle is gradually expanded.

The post 70s has increasingly become the backbone of the various fields, and the post 80s are stepping into society. Those young people harbor much younger and more personalized consumption philosophy. In particular the post 80s with huge consumption potential in the future pays more attention to the actual control of a vehicle.

However, it is hard to say what age the car buyers in future belong to. Consumption depends on the attitude of purchasers. There is no way to determine one’s psychological age. The 60-year-olds may also be followers of fashion.

　　Anticipation for the auto consumption in the future

A variety of cars will hit the market for specific demands of consumers. Auto manufacturers will shift to diversification of cars in the same range of models in the future. Just like P&G’s shampoo, can you tell the real difference between Pantene and Rejoice? But these two products cater to specific segments of the consumers’ personal choice. To gain more market share through the multi-product tactics will be the choice of most enterprises. For instance, FAW-Volkswagen offers different choices in the A-class car, popular new Bora, top Sagitar and here comes the individualized new Golf.

In China’s market, a personalized market means a big market. There are two features. First, China’s auto market is based on a vast region where consumption patterns varies .Second, China’s auto market owns large base. In these cases, compared to small market, personalized market is big market. (Translator：Qinghua Sailor)

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