Case Study: A comparison across premium car series in the Chinese web

This report provides a descriptive overview of the Chinese Web 2.0 landscape for automotive feedback, focussing on BMW 7 Series and comparing it with Audi A8 and Mercedes-Benz S-Class. The feedback is analysed both from a qualitative and a quantitative perspective. The main observations and findings are as follows:

  • Popular topics and concepts: We find that users are most concerned about the price and optical aspects (design, visual appearance) of the three considered series. Competitor brands that are discussed in a comparative perspective are mostly high-end or consumer-oriented foreign brands from Germany, US and Japan, whereas native Chinese brands are much less frequent. Geographically, users concentrate in the big cities and more affluent regions along the East coast.
  • Temporal evolutions: The quantity of buzz grows relatively evenly for all three series before 2015, with BMW 7 and S-Class leading. In 2015 – 2016, there is a burst in the quantity of data for BMW 7, which correlates with the introduction of the new generation of the series.
  • User satisfaction and sentiment: Users are generally satisfied with the frequently mentioned major product features of BMW 7. There are, however, some categories that are perceived negatively – specifically, components related to the front part of the car, the fuel consumption and aspects related to acoustic quality and insulation.
  • Social influencers: Among the key influencers on WeChat, China’s leading social network, we mostly find media accounts posting on general automotive topics. There are no accounts with a wide social reach that would specialize on the BMW brand. Thus, influencer marketing is an opportunity yet to be explored by BMW’s marketing and branding strategy.

Download the social report.

Case Study: Internet of Vehicles in China

Connectivity and the “Internet of Vehicles” is one of the main current technological trends in the automotive area. With its rapid digitalization, China is a major “testbed” as well as a source of innovations in this field.

The present report uses data from the Chinese social web to find concepts and topics that dominate the Chinese discussion around connectivity and Internet of Vehicles (IoV; fTQ).

Our key observations are as  follows:

• Whereas connectivity already rose around 2011-12 in OECD markets, its China journey started relatively late (2014). Thus, the current progress and penetration are all the more impressive and uncover an even greater potential for future development backed by numerous supporting measures by the Chinese government.

• Foreign and domestic brands and services are equally present in the data. Foreign brands dominate the car manufacturer area, whereas domestic Chinese brands are more present in the IT context. This balanced mix conveys the strength of local providers as well as the agitated landscape of international deals between car manufacturers and connectivity service providers.

• Major product aspects discussed in the area turn around smart and assisted functionality, safety and advancements in mobile internet technology.

• In a more strategic perspective, autonomous driving and its implications for the overall traffic system seems to be the leading concern. There are also numerous discussions about the underlying  technologies such as Artificial Intelligence, Big Data and Internet of Things.

Download the connectivity report.

Junges Wissenschaftsforum Dahlem

On May 3rd, we are participating at the Junges Wissenschaftsforum Dahlem (http://www.fu-berlin.de/sites/wissenschaftsforum/) to share our experience in technology transfer and founding out of academia with postgraduates and young researchers.

Asia-Pacific Weeks Berlin 2016

On May 25th, Dr. Janna Lipenkova will be giving a talk at Asia-Pacific Weeks Berlin (APW 2016) on different approaches to market research and market entry in China. Check out the presentation abstract.

Mobile World Congress Shanghai

Participation @ Mobile World Congress Shanghai (#MWC Shanghai)

(http://www.mwcshanghai.com)