chinese automotive brand/model analysis

24
Auto Monitor – Chinese Sector Analysis Social Media Analysis of the Chinese Auto Sector 1 The Digital Marke.ng Experts

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This presentation outlines a social media analysis of 5 car brands in China (Lexus, BMW, Audi, Infinity & Mercedes) and a deeper dive into their models to highlight share of voice, buzz volume, site analysis and geographic spread.

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Page 1: Chinese Automotive Brand/Model Analysis

Auto Monitor – Chinese Sector Analysis Social Media Analysis of the Chinese Auto Sector

1

The  Digital  Marke.ng  Experts  

Page 2: Chinese Automotive Brand/Model Analysis

Brands and Models

•  Location: China •  Languages: Simplified Chinese & English

Brands Monitored:

• Audi • BMW • Infiniti • Lexus • Mercedes-Benz

Models Monitored:

• A3 • BMW 1 Series • G25 • Lexus CT200 • Mercedes-Benz A Class

Page 3: Chinese Automotive Brand/Model Analysis

Daily Volume (All Brands)

Men.ons  

The overall *mentions represents the total mentions of all automotive brands from all 9 channels analyzed. Volume of mentions is consistent for most of the month.

*One mention referrers to one posting on one of the media channels. An example is a posting on RenRen or Weibo.

Page 4: Chinese Automotive Brand/Model Analysis

Share of Voice (All Brands)

Share  of  Voice   Geographic  Distribu.on  

Share of Voice referrers to the where the mentions of the automotive brands are being posted. A range of social media is being used to discuss the major automotive brands, particularly Microblogs, BBS/Forms and Social Networks. It is evident in the Map Overlay of China that a majority of the mentions are coming from the Eastern coastal cities.

Page 5: Chinese Automotive Brand/Model Analysis

Daily Volume (Models)

Men.ons  

The overall mentions represents the total mentions of the 5 automotive models from all 9 channels searched. Volume of mentions is consistent for most of the month.

Page 6: Chinese Automotive Brand/Model Analysis

Share of Voice (Models)

A range of social media is being used to discuss the 5 monitored automotive models, particularly Portals, Social Networks and BBS/Forums. It is evident in the Map Overlay of China that a majority of the mentions are coming from the Eastern Coastal Cities.

Share  of  Voice   Geographic  Distribu.on  

Page 7: Chinese Automotive Brand/Model Analysis

Auto Scorecard (Models)

The auto scorecard ranks the 5 automotive models based on a defined criteria list. 1.  Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy 2.  Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money 3.  Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety 4.  Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness 5.  Quietness: Lexus CT200h and Audio A3 ranked highly in quietness

Auto  Scorecard  

Page 8: Chinese Automotive Brand/Model Analysis

Auto Maker Deep Dive

Page 9: Chinese Automotive Brand/Model Analysis

Audi – Deep Dive

Men.ons  

Site  Analysis  

Geographic  Distribu.on  

Share  of  Voice  

BRAND  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es  

•  SOV  spread  through  Portals,  Microblogs,  Social  Networks  &  BBS    

Page 10: Chinese Automotive Brand/Model Analysis

Audi A3 – Deep Dive Model  

Men.ons  

Site  Analysis  

Geographic  Distribu.on   Share  of  Voice  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es.  With  a  high  intensity  in  Beijing  and  Shanghai  

•  SOV  spread  through  Portals,  Social  Networks  &  BBS    

•  High  number  of  men.ons  from  douban.com  

Page 11: Chinese Automotive Brand/Model Analysis

BMW – Deep Dive

Men.ons  

Site  Analysis  

Geographic  Distribu.on  Share  of  Voice  

BRAND  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es  

•  SOV  spread  through  Portals,  Microblogs,  Social  Networks  &  BBS  

•  High  percentage  of  men.ons  from  douban.com    

Page 12: Chinese Automotive Brand/Model Analysis

BMW 1 Series – Deep Dive Model  

Men.ons  

Site  Analysis  

Geographic  Distribu.on  Share  of  Voice  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es.  With  a  high  intensity  in  Beijing  and  Shanghai  

•  Surprising  low  SOV  from  Microblogs  and  Social  Media,  Ranked  higher  from  Portals  and  BBS/Forums  

•  High  number  of  men.ons  from  douban.com  

Page 13: Chinese Automotive Brand/Model Analysis

Infiniti – Deep Dive

Men.ons  

Site  Analysis  

Geographic  Distribu.on   Share  of  Voice  

BRAND  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es  

•  SOV  spread  through  Portals,  Microblogs,  Social  Networks  &  BBS  

•  Popular  site  douban.com    

Page 14: Chinese Automotive Brand/Model Analysis

Infiniti G25 – Deep Dive Model  

Men.ons  

Site  Analysis  

Geographic  Distribu.on  Share  of  Voice  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es.  With  a  high  intensity  in  Beijing  and  Shanghai  

•  SOV  spread  through  Portals,  Social  Networks  &  BBS    

•  High  number  of  men.ons  from  douban.com  

Page 15: Chinese Automotive Brand/Model Analysis

Lexus – Deep Dive

Men.ons  

Site  Analysis  

Geographic  Distribu.on  Share  of  Voice  

BRAND  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es  

•  SOV  spread  through  Portals,  Microblogs,  Social  Networks  &  BBS/Forums  

•  Strong  focus  on  douban.com  

Page 16: Chinese Automotive Brand/Model Analysis

Lexus CT200 Deep Dive Model  

Men.ons  

Site  Analysis  

Geographic  Distribu.on  Share  of  Voice  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es.  With  a  high  intensity  in  Beijing  and  Shanghai  

•  SOV  spread  through  Portals,  Social  Networks  &  BBS  /Forums  

•  Even  distribu.on  from  a  number  of  popular  sites  

Page 17: Chinese Automotive Brand/Model Analysis

Mercedes-Benz – Deep Dive

Men.ons  

Site  Analysis  

Geographic  Distribu.on  

Share  of  Voice  

BRAND  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es  

•  SOV  spread  through  Portals,  Microblogs,  Social  Networks  &  BBS/Forums    

•  Strong  voice  from  douban.com  

Page 18: Chinese Automotive Brand/Model Analysis

Mercedes-Benz A Class – Deep Dive

Model   Men.ons  

Site  Analysis  

Geographic  Distribu.on  Share  of  Voice  

•  Geographic  distribu.on  focused  on  the  eastern  ci.es.  With  a  high  intensity  in  Beijing  and  Shanghai  

•  SOV  spread  through  Portals,  Social  Networks  &  BBS/forums  

•  High  number  of  men.ons  from  seller.cheshi.com  

Page 19: Chinese Automotive Brand/Model Analysis

Auto Maker & Model Rankings

Page 20: Chinese Automotive Brand/Model Analysis

Ranking the Brands- Total

BMW  and  Mercedes-­‐Benz  ranked  highly  in  the  overall  brand  men.ons  on  sites  within  China.  Audi,  Infini.  and  Lexus  all  ranked  lower  but  with  similar  percentages.  

BMW  was  the  standout  brand  with  21.68%  of  all  men.ons.  

Page 21: Chinese Automotive Brand/Model Analysis

Ranking the Model - Totals

The  Audi  A3  was  by  far  the  standout  when  comparing  the  men.ons  for  the  models,  with  70.3%  The  men.ons  used  for  this  comparison  were  derived  primarily  from  well  known  Chinese  Auto  

BBS  Forums  

Page 22: Chinese Automotive Brand/Model Analysis

Summary

From review the 5 leading car Brand, BMW and Mercedes-Benz were both popular brands with Chinese online users. However,

•  BMW was the standout Brand with 21.68% of all mentions When we analyzed the social media channels relating specifically to various car models we could see an inconsistency. The Audi A3 had significantly more online chatter related to this model however the Audi Brand did not fair as well compared to other car manufactures.

•  The Audi A3 was by far the standout when comparing the mentions for all models taking a 70.3% share

The Auto Scorecard provides a means to compare various car features and determine a relative ranking. The leaders for the features are:

•  Fuel Economy: Lexus CT200h •  Value For Money: BMW 1 Series •  Safety: Mercedes-Benz A Class •  Sportiness: BMW 1 Series •  Quietness: Mercedes-Benz A Class

Page 23: Chinese Automotive Brand/Model Analysis

Social Analytic Coverage

Where do we get our information? Digital Jungle utilizes the Social Intelligence Platform (SIP) developed by SinoTech Group (www.sinotechgroup.com.cn), the software was developed by top engineers familiar with both international and Chinese social media. China has over 475 million online users creating a wealth of content across blogs, microblogs and social networks. Through advanced proprietary technology SIP is able to monitor conversation and analyze sentiment in multiple languages for the Automotive industry. We can intelligently discover and monitor what people are saying about the biggest automotive brands operating in China and then present this in easy to understand graphical format.

•  Offered in over 10 languages •  Covers 9 channels, Social Media, BBS/Forum, •  Microblogs, SNS + more •  Global reach and Expert in China metrics •  Precise sentiment and trend analysis

Page 24: Chinese Automotive Brand/Model Analysis

Thank You! Dr Mathew McDougall| [email protected]

Follow on Twitter @digitaljunglecn

Connect on Linkedin www.linkedin.com/company/digital-jungle

www.facebook.com/digitaljungle Community on Facebook

Email [email protected]

Presentations on SlideShare www.slideshare.net/digitaljungle

Website www.digitaljungle.com.cn