Dry goods! Baidu Automotive Industry Annual Report

New energy vehicles have recently been ignited. There are two major evidences: First, data from third-party research institutes show that in 2015, China’s new energy vehicle sales surpassed the United States for the first time, becoming the world’s largest new energy vehicle market. Second, 2016 In the first quarter, domestic new energy vehicles produced 62,663 vehicles and 58,125 vehicles, an increase of 1.1 times and 1 time year-on-year.

Baidu recently released the “2015-2016 Baidu Automotive Industry Annual Report” (hereinafter referred to as “Report”), which includes new energy vehicles as a topic, detailing relevant development trends and consumer behavior data. The data pointed out that plug-in hybrid electric vehicles and pure electric vehicles are the most concerned by consumers; compact new energy vehicles have become the most concerned models for consumers; new energy vehicles are favored by 30-39-year-old light-skilled men; Shanghai fans are the most concentrated; word of mouth and subsidies have become the most concerned topics for consumers.


Plug-in hybrid and pure electric vehicles "competing" consumers

In general, new energy vehicles can be divided into hybrid, pure electric, fuel cells and other types. In the category of hybrid power, according to the fuel efficiency from high to low, it is divided into extended-range electric vehicles and plug-in hybrids. And ordinary hybrid three categories. According to a report released by Baidu, the total consumer attention of plug-in hybrids (43%) and pure electric (42%) accounts for 85% of new energy vehicles, but the gap between the two is not obvious.

From the perspective of overall government support, ease of use, and cost-effectiveness, pure electric vehicles have become mainstream models mainly due to the current state policy in subsidies, traffic restrictions and purchase restrictions. However, plug-in hybrid vehicles, due to the characteristics of power source mixing, do not need to rely too much on the infrastructure such as charging piles, and still have advantages in cruising range and ease of use, so they still have high competitiveness in the consumer group.

In addition, from the classification of vehicle models, although in the overall attention of the automotive industry, SUVs occupy the first user search volume, surpassing the second-ranked compact and third intermediate vehicles, but in the new energy vehicle industry, compact vehicles The search volume exceeded the luxury car (second) and the SUV (third), ranking first. Because in the same model, the price of new energy vehicles is generally more expensive than fuel vehicles, coupled with factors such as the mileage of single charge, consumers are more inclined to buy compact new energy vehicles.

Light-cooked men become the new energy car number one fan Guangdong Su Shanghai most concentrated

According to the data, nearly 84% (83.96%) of the fans of new energy vehicles are male, which exceeds the proportion of male fans in the overall automotive industry. Although this group of data is not surprising, from the age point of view, lighter men ( The age of 30-39 years old has surpassed the “small fresh meat” (between ages 20-29) that people think is more willing to try new things with a share of 60.3%, becoming the main fan group of new energy vehicles. . Driving costs, economic capabilities, etc. are the main factors that make up such differences.

Baidu Auto Industry Annual Report New Energy Auto Circle Powder Light Mature Male Data Source: Baidu Index Professional Edition

In addition, geographically, netizens in Guangdong, Jiangsu and Shanghai ranked the top three in terms of the number of new energy vehicles. In order to control air pollution, Guangdong, as a major automobile manufacturing province, is also one of the provinces with the largest number of cars, and has been operating nationwide in eliminating high-emission, high-pollution vehicles and promoting the construction and distribution of new energy vehicles. At the forefront, it is also in the forefront of the country in terms of acceptance and attention to new energy vehicles.

Word of mouth and subsidies have become hot search topics, domestic brands occupy more than half of the country

In the related search of new energy vehicles, word of mouth and subsidies have become the most concerned topics for netizens. Therefore, for car companies, the quality of products and the experience they bring to users in actual use become the most important for qualitative brands and determining brand value. factor. At the same time, due to the country's efforts in the support of new energy vehicles and changes in policies, the purchase cost of consumers has also changed, so this aspect is also within the scope of close attention of car buyers.

It is worth mentioning that with the continuous efforts of China's new energy vehicles in innovation, production and promotion, domestic brands have occupied more than half of China's new energy vehicle market. In 2015, two of the top three new energy vehicles were domestic brands – Changan Yidong and BYDAI ranked second and third respectively with 15 million and 9 million, second only to the beauty of innovative technology. Is the brand of Tras. In the new energy vehicle search volume growth rate ranking, BAIC New Energy took the lead with a growth rate of 165%, followed by Zhongtai Zhidou, an increase of 158%. Combined with the recent news of the revenues of new energy vehicles and overseas layouts of BYD and BAIC, it can be seen that the new energy vehicles of domestic brands have entered the initial harvest period.

In addition to an overview of the overall situation of the automotive industry and a deep insight into new energy vehicles, Baidu has also conducted research on sub-sectors such as compact SUVs, post-90s crowds, and self-owned brands. Based on multi-dimensional data, Baidu has formed a variety of A comprehensive analysis report. The relevant person in charge of Baidu KA said: "The new energy vehicles have gradually matured in terms of policies, infrastructure and product quality, and will undoubtedly greatly promote the development of China's auto industry. Baidu is an Internet company with the mission of 'connecting 3600 lines'. I hope to cooperate with more auto companies and share data resources with more companies to jointly provide insight and competitiveness for the transformation of the automotive industry."

From the perspective of overall government support, ease of use, and cost-effectiveness, pure electric vehicles have become mainstream models mainly due to the current state policy in subsidies, traffic restrictions and purchase restrictions. However, plug-in hybrid vehicles, due to the characteristics of power source mixing, do not need to rely too much on the infrastructure such as charging piles, and still have advantages in cruising range and ease of use, so they still have high competitiveness in the consumer group.

In addition, from the classification of vehicle models, although in the overall attention of the automotive industry, SUVs occupy the first user search volume, surpassing the second-ranked compact and third intermediate vehicles, but in the new energy vehicle industry, compact vehicles The search volume exceeded the luxury car (second) and the SUV (third), ranking first. Because in the same model, the price of new energy vehicles is generally more expensive than fuel vehicles, coupled with factors such as the mileage of single charge, consumers are more inclined to buy compact new energy vehicles.

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