Want China Times, Xinhua 2014-04-28
Many cars at the ongoing Beijing Auto Show can momentarily seize the attention of visitors, but it is difficult to tell what models are in fact favored by consumers.
 |
| Cars on display at the Beijing Auto Show, April 26. (Photo/Xinhua) |
Many cars at the ongoing Beijing Auto Show can momentarily seize the attention of visitors, but it is difficult to tell what models are in fact favored by consumers.
A new
report based on big-data technology, however, discloses some clues into the
world's largest auto market.
Prior to
the opening of the auto show, Chinese internet search giant Baidu issued a
report on the features and demands of car buyers in the country, analyzing
massive search data generated by the 600-million-plus internet users over the
past year.
The report
continues to be upgraded via a real-time feed of search inquiries related to
the show, which kicked off on April 21 and will conclude on April 29.
One finding
that may be of interest to foreign investors is that the number of search
queries for "imported cars" increased slightly year on year, up to
26.1%, although domestic cars still dominate the current vehicle market in
China.
According
to real-time results generated by the Baidu Index, searchers of imported cars
are mainly young people under 30 years old. Another surprising finding shows
that 42.6% of web users searching for cars come from the fourth-tier, or very
small cities, and the number is almost three times that from first-tier cities
like Beijing and Shanghai, which have rolled out car-purchase restriction
policies to tackle traffic congestion and air pollution.
Price-sensitive
Chinese consumers are beginning to pay more attention to the car's comfort and
functions, as more than 50% of search queries are related to SUVs or compact
cars, according to the report.
The report
also offers a list of popular search keywords, including "most popular new
models," "new-energy cars," "Top 10 traffic
violations," and hot issues related to car consumption.
Although
the data-based report seems only to include web users, it also reflects some
changes and habits of Chinese car buyers. "It is becoming very important
for people to get information about cars online, especially in cities with very
few test-drive opportunities," said one netizen.
An analyst
told Xinhua that the report may invoke a revolution in the auto industry,
indicating that search engine marketing is prevailing.
It is not
the first time that Baidu has used big data to launch hot issue discussions. In
February, it applied the real-time result to trace human migration during the
Chinese Spring Festival travel rush and made a similar quantitative report on
the most popular issues during the annual political sessions in March.
Baidu
c-founder and CEO Robin Li said at the sessions that the internet is
accelerating the transformation of traditional industries towards higher
efficiency.
Zhang Yi,
CEO of internet consulting company iiMedia Research, said the report is not a
piece of pioneering work as many conventional industries have begun to make use
of big data. "What I am concerned more is how to use big data to solve the
problem that people face every day," said Zhang, who added that internet
giants should develop new technology to tell people about traffic conditions
and offer drivers smart suggestions.
No comments:
Post a Comment