Table of Contents
Executive Summary
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- The consumer
- Professional commentators are the most popular among all KOLs
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- Figure 1: Favourite type of auto KOL, December 2019
- WeChat, although not a specialised automotive platform, has the largest online traffic for viewing automotive KOL content
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- Figure 2: Frequency of viewing KOL content, December 2019
- Weibo attracts more young consumers for its interactive communication function
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- Figure 3: Frequency of viewing KOL content – once a week or more, by generation, December 2019
- Figure 4: WeChat’s comment system
- AutoHome attracts fans requiring expertise, while Laosiji has more appeal to fans of celebrities and car brand CEOs seeking trendy content
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- Figure 5: Frequency of viewing KOL content – once a week or more, by favourite type of auto KOL, December 2019
- Figure 6: Comparison between AutoHome and Laosiji
- Individual bloggers’ accounts are valued for purchase and usage tips
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- Figure 7: Interest in content, December 2019
- NEV owners regard tips for repair and maintenance from official media and individual accounts as having the same importance
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- Figure 8: Interest in content – selected item, by car energy type, December 2019
- More than half of surveyed consumers comment on bloggers’ posts
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- Figure 9: Interactive engagement, December 2019
- Consumers in tier three or lower tier cities have strong presence on the internet
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- Figure 10: Interactive engagement, by city tiers, December 2019
- Females are more likely to be influenced on brands, energy type and purchasing channels
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- Figure 11: Influential aspects, December 2019
- Different types of KOL have unique strengths to influence consumers on certain aspects
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- Figure 12: Influential aspects, by favourite type of auto KOL, December 2019
- Most consumers are positive to KOLs’ personal lives and positive comments towards brands, but negative behaviour proves controversial
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- Figure 13: Attitudes towards KOLs’ behaviour, December 2019
- Those born in the 1970s are most likely to mix both positive and harsh comments for objectivity
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- Figure 14: Attitudes towards KOL’s behaviour – selected item, by generations, December 2019
- Arguments could be useful for intended car buyers to find out authentic information
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- Figure 15: Attitudes towards KOLs’ behaviour – selected item, by types of car buyer, December 2019
- What we think
Issues and Insights
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- More collaborations between professional reviewer and experienced car owners to increase purchasing intentions
- The facts
- The implications
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- Figure 16: Car review from car owner
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- Figure 17: Your Car You Talk
- Mutual communication collaborations by KOLs and brand sales
- The facts
- The implications
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- Figure 18: Nio live stream
- Subscribe for objectivity
- The facts
- The implications
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- Figure 19: Consumer Reports
The Consumer – What You Need to Know
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- Professional reviewers are the most popular type of automotive KOL, while other types also have their own audiences
- WeChat is a universal platform and Weibo attracts more younger consumers
- Consumers like to interact with KOLs online but limited to commenting, reposting and watching live streams
Favourite Type of Auto KOL
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- Professional commentators are the most popular among all KOLs
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- Figure 20: Favourite type of auto KOL, December 2019
- Those born in 1970s are less interested in professional commentators compared with those born in 1980s and 1990s or later
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- Figure 21: Favourite type of auto KOL – selected item, by generation, December 2019
- More car owners with upgrading needs favour experienced car owners
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- Figure 22: Favourite type of auto KOL – selected item, by selected demographics, December 2019
Auto KOL Content Viewing Platforms and Frequencies
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- WeChat, although not a specialised automotive platform, has the largest online traffic for viewing automotive KOL content
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- Figure 23: Auto KOL content viewing platforms and frequencies, December 2019
- Weibo attracts more young consumers for its interactive communication function
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- Figure 24: Auto KOL content viewing platforms and frequencies – once a week or more, by generation, December 2019
- Figure 25: WeChat’s comment system
- AutoHome attracts fans requiring expertise and Laosiji is more appealing to fans of celebrities and car brand CEOs looking for trendy content
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- Figure 26: Auto KOL content viewing platforms and frequencies – once a week or more, by favourite type of auto KOL, December 2019
- Figure 27: Comparison between AutoHome and Laosiji
- Short videos on TikTok are more popular among married consumers
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- Figure 28: Auto KOL contents viewing platforms and frequencies – once a week or more, by marital status, December 2019
- Figure 29: TikTok and Bilibili
- Consumers in tier two cities tend to use forums to look for answers that are customised for them
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- Figure 30: Auto KOL content viewing platforms and frequencies – once a week or more, by city tiers, December 2019
Interest in Content
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- Individual blogger’ accounts are valued for purchase and usage tips
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- Figure 31: Interest in content, December 2019
- Those born in the 1990s are more interested in car performance review information posted by individual bloggers
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- Figure 32: Interest in content, by generation, December 2019
- High-income consumers more interested in latest news posted by both official and individual accounts
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- Figure 33: Interest in content, by monthly household income, December 2019
- NEV owners regard tips for repair and maintenance from official media and individual accounts same important
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- Figure 34: Interest in content – selected item, by car energy type, December 2019
Interactive Engagement
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- More than half of surveyed consumers comment on bloggers’ posts
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- Figure 35: Interactive engagement, December 2019
- Consumers in tier three or lower tier cities have strong presence on the internet
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- Figure 36: Interactive engagement, by city tiers, December 2019
- Consumers with high budgets tend to watch KOLs’ live streams
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- Figure 37: Interactive engagement, by car purchasing budget, December 2019
- Consumers with budget over RMB300,001 like having direct communication with bloggers
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- Figure 38: Direct message from potential car buyer
KOLs’ Influence on Car Purchasing Consideration
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- Females are more likely to be influenced on fundamental factors such as brands, energy type and purchasing channels
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- Figure 39: KOLs’ influence on car purchasing consideration, December 2019
- Consumers with high car purchasing budgets are more open to KOLs’ recommendations
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- Figure 40: KOLs’ influence on car purchasing consideration, by car purchasing budget, December 2019
- Different types of KOL have their unique strengths to influence consumers on certain aspects
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- Figure 41: KOLs’ influence on car purchasing consideration, by favourite type of auto KOL, December 2019
Likes and Dislikes regarding KOL Style
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- Most consumers are positive about details of KOLs’ personal life and positive comments towards brands
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- Figure 42: Likes and dislikes towards KOL style, December 2019
- Posting details of personal lives highlights true stories of experienced car owners and corporate executives
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- Figure 43: Likes and dislikes towards KOL style – selected item, by favourite types of auto KOL, December 2019
- People born in 1970s are most likely to welcome harsh comments for objectivity
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- Figure 44: Likes and dislikes towards KOL style – selected item, by generations, December 2019
- Arguments help serious intended car buyers to find authentic information
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- Figure 45: Likes and dislikes towards KOL style – selected item, by types of car buyers, December 2019
- Multiple endorsements only increase favourability of celebrities/CEOs, but not other types of KOL
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- Figure 46: Likes and dislikes towards KOL style – selected item, by favourite types of Auto KOL, December 2019
- Packaging CEO as brand’s official KOL can significantly increase consumer favourability
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- Figure 47: Likes and dislikes towards KOL style – selected item, by favourite types of auto KOL, December 2019
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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