For the user side, the digitalization of the automotive industry is a compulsory topic. According to the latest white paper on the automotive industry, the age of car buyers in China's auto consumer market has continued to decline, and the average age of car buyers has dropped to 30.5 years old. The user base is getting younger and younger. In order to cater to the needs of younger users, automotive brands need to provide a more convenient digital service experience.
According to the 2024 White Paper on Digital Transformation in the Automotive Industry, the post-90s generation is currently the main shopping group, accounting for more than 30% of the overall car buyers in 2022. The younger generation is accustomed to online lifestyles such as short videos, mini programs, online live broadcasts, and online media, and for the younger generation, cars are not only a means of transportation, but also a technology product. They are highly receptive to new technologies and are willing to try cutting-edge technologies such as autonomous driving and Internet of Vehicles.
User needs are diverse and refined, and decision-making methods tend to be rational
In the context of Gen Z gradually becoming the main consumer force, they pay more attention to personalization and fashion sense in the choice of brands and models, and the social influence of brands is even more important than traditional word-of-mouth. This generation pays more attention to real user reviews in social media, and is no longer blindly pursuing "time-honored brands", but is more enthusiastic about trying emerging brands.
At the same time, the rapid rise of the "she economy" has also promoted the increasing participation of female users in car purchase decisions, giving rise to more diversified and personalized consumer needs. In particular, driven by the continuous emphasis on user experience and service quality by new EV manufacturers, consumers have also put forward higher and more detailed expectations for the intelligent and humanized configuration of traditional car companies, such as intelligent interaction in the car, full-scene interconnection, and the creation of vehicles as a "third living space".
With the deep penetration of social platforms and vertical media, consumers no longer blindly follow advertisements or sales recommendations, but tend to obtain information through multiple channels such as parameter comparison, measured analysis, and user reviews, so as to make more rational and comprehensive car purchase judgments.
Figure: The digital transformation of the automotive industry and the diversification of user needs
Digital User Operations: From "Optional" to "Lifeline"
At present, China's auto market is gradually entering the era of stock game, the seller's market advantage is weakening, and the relationship between brands and users has changed from "one-way communication" to a new model of "co-creation and win-win". In the context of the rapid evolution of user needs, those who can truly understand users and meet their needs have a chance to stand out.
Drawing on the development path of the mobile phone industry, "user-centric" is no longer just a marketing slogan, but the cornerstone of brand survival. If car companies want to break through the fierce competition, they must start from the user use scenario, dig deep into their real needs, and integrate their feedback into product planning and technology research and development. Accurate insight and operation of users based on digital tools has become an unavoidable development proposition for car companies.
Technology empowerment: Digitalization promotes deep industrial transformation
In manufacturing and R&D, AI technology is showing great potential. With the help of machine vision and artificial intelligence technology, OEMs can achieve high-precision quality control and traceability, replacing the previous quality inspection process that relied on human labor, and greatly improving efficiency and consistency. At the development level, AI can train neural network models with the help of a large amount of data from scenarios such as testing and usage processes, assist in product simulation, and build virtual sensors, thereby accelerating R&D progress and controlling costs. BMW Brilliance, for example, has significantly optimized the precision and efficiency of the manufacturing process through AI-enabled production processes, ensuring high-quality product delivery.
In terms of computing architecture, cloud computing and edge computing have injected new vitality into the automotive industry. The cloud-based analysis of vehicle operation data helps brands grasp user needs in a timely manner and optimize product performance. Edge computing can efficiently process data from various sensors locally in the vehicle, enabling more real-time response capabilities, enhancing the safety and responsiveness of autonomous driving systems, and reducing the risk caused by data delays.
The popularization of Internet of Things technology enables cars to truly have the ability to interact with the external environment, which can not only provide active safety prompts and auxiliary driving functions, but also realize remote vehicle status monitoring and fault warning, and further enhance the user's sense of security.
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