Author: Mintel Group Ltd.
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Digital Marketing in Automotive - China - March 2019
Overview
 
What you need to know
Even though the automotive industry is a product-oriented market, digital marketing in the automotive industry can actually have considerable influence on consumers. 

However, with discerning consumers having more channels to obtain car information, the method of digital marketing to consumers becomes more important than ever, in the forms of marketing channels, ads content and how to gain trust. 

Covered in this report
This Report discusses the information channels where consumers obtain knowledge about cars. Based on this, Mintel analyses what kind of information is most valued by consumers before they make car purchasing decisions. This Report also discusses consumers’ preferred ads in terms of brand, distribution channels and influence on consumers. In addition, this Report covers the most effective types of content in ads that boosts consumers’ trust in brands.

Mintel divides consumers into three groups based on their monthly household income (MHI) and the cities where they live.

FIGURE 1: Definition of different monthly household income groups, by city tier
 
| Sample size | Tier one cities | Tier two, three or lower cities
Low MHI | 1,000 | MHI = RMB6,000-9,999 | MHI = RMB5,000-8,999
Middle MHI | 1,000 | MHI = RMB10,000-17,999 | MHI = RMB9,000-15,999
High MHI | 1,000 | MHI >= RMB18,000 | MHI >= RMB16,000

Source: Mintel

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