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.

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