Boiled small fish

(Source: Research Tiger)

1. What kind of people are Linke 900 users?

　　Bachelor degree or above accounted for 75.2%, with an average age of 36.4 years. The average annual income of families was 395,000 (before tax), and 81.5% were married families with children. Among families with children, families with one child account for 49.7% and families with two children account for 46.7%. At the family level, 3.4% made the first purchase, 33.7% increased the purchase and 62.9% changed the purchase.

Second, what kind of car do they want?

　　In addition to commuting, the core car scene is long-distance/short-distance go on road trip. They prefer to plug in, but don’t accept pure electricity and extended range. On the basis of attaching importance to manipulation, they pay special attention to safety, space and comfort, especially the third row of space, and pursue "six equal rights"

3. Why did they choose the Lectra 900?

　　 The selection factors of TOP5 are safety (59.5%), space (48.8%), price and rights (44.9%), manipulation (34.2%) and configuration (33.2%). Volvo’s safety technology, the spare third row space, the control genes of Lectra, the cost performance and the configuration far exceed the competing products at the same level, which are the core reasons for users to choose Lectra 900.

4. What competing products did they give up?

　　If you don’t buy the Lectra 900, 26.3% of users will buy the company M8, 12.7% will buy the Wei brand Blue Mountain, 10.2% will buy the ideal L9, 7.8% will buy the ideal L8 and 6.8% will buy the company M9. If you make a new choice, 78.1% of users will still firmly choose Lectra 900.

5. Why did they give up these competing products?

　　The main reasons for giving up asking for M8 are: too many choices, too high full price, collapse of car purchase rights, cramped space in the third row, old-fashioned appearance/interior, and backward extended range technology.

　　The main reasons for giving up Wei Brand Blue Mountain are: old-fashioned appearance, hard seats, crowded three rows of space, no air suspension, and large body that is difficult to control.

　　The main reasons for giving up the ideal L9 are insufficient high-speed power, high price and soft chassis.

　　The main reasons for giving up the ideal L8 are: the limitation of extended range mode, the small three-row trunk and the lack of solid materials.

　　The main reasons for giving up M9 are high brand premium and poor car body stability.