Heavy Release: Automotive Skylight Consumption Trend Report, 2018

Wei Buster, as the world's largest manufacturer of automotive sunroofs and technology pioneer, today announced the latest Chinese auto sunroof consumer research report. The report aims to understand consumer attitudes, demand levels, and perceived value of the sunroof, and provide wisdom for the industry and car owners. The survey shows that the appeal of auto consumers to auto sunroofs is accompanied by increasingly deeper and individualized social and economic development and changes in auto consumption culture. Accompanied by the competition of the whole automobile industry, grasping the consumer's thoughts and understanding the consumer's needs is of great significance for improving the competitiveness of the product in the future.

“Our customers use our research data every year to make market decisions.” Mr. Zhang Lihua, vice president of Wesperbus China Customer Group, explained: “Webass will conduct consumer research and market analysis to determine the user’s Demand preferences, thus providing a strong reference for the planning of the next generation of automotive OEMs, and promoting the launch of new models more marketable.”

This quantitative study aimed at more than 1,800 consumers in China and distributed a total of 13 first-, second-, and third-tier cities, focusing on consumer attitudes and usage of sunroofs, types of demand for sunroofs, and perceived values. At the same time, it also understands the impact of sunroofs on the willingness of consumers to buy cars.

Question: Is there a skylight in your vehicle?

From the perspective of the share of skylights, the proportion of interviewed users with skylights was 68%, and 73% of the surveyed users were more concerned about whether the models were equipped with sunroof when they purchased the car. This also proved that users have a high demand for sunroofs. , While a small number of users do not consider purchasing sunroof models due to issues such as frequency of use, maintenance costs, and security.

Question: Do you often use a car sunroof?

In terms of usage habits, compared with the results of the 2015 survey, more and more consumers use skylights, and the frequency of regular + sometimes sunroof usage increases by 18%. The decrease in the proportion of people who rarely use sunroofs means that more and more users are paying more attention to the use of sunroofs. Research on 'occasional use' users shows that the main reason is the increase in urban air pollution.

Question: Do I need a sliding open function for the sunroof?

Respondents' demand for sliding open function is more common, accounting for 88%, especially in sunny, outdoor travel, ventilation and ventilation occasions, not only need to start warping function.

Question: Are you usually using a skylight?

In daily life, the use of skylights has increased by 19% during the commute process, which has exceeded the use of skylights during outings. This reflects that the sunroof not only gives the user a comfortable feeling of contact with nature, but also improves the driving comfort during the commuting journey, prevents the exhaust gas and achieves the ventilation effect.

Question: What is your attitude towards the following car consumption preferences?

Judging from the attitude of the test statement, the interviewed users still agree with the function of the sunroof (lighting, ventilation). At the same time, the sunroof can also bring emotional resonance such as personality, uniqueness, and attention to attract and meet the emotional needs of users. . At the same time, it also shows that vehicles for Chinese users are not only a means of transport, but also a manifestation of a way of life.

Question: When you are buying a car, what are the following aspects related to skylights?

Compared with the results of the 2015 survey, the user’s demand for vehicle safety has improved slightly, but the user’s demand for quality has increased by 20%. In addition, the user's demand for interior lighting has exceeded the demand for vehicle interiors. Skylights can enhance the appearance of cars and increase driving interest.

Question: If you change cars or buy cars again in the future, will you consider the models with skylights?

Compared with 2015, the number of users considering sunroof models in the future will increase by 2% to 90%. This is also in line with the current characteristics of China's consumption form that is greater than its function. For existing sunroof owners, there is a 94% chance of future conversions still considering sunroof models, and for sunless-wheel owners, 81% of respondents still consider buying sunroof models in the future. Generally, the owner of the car is again purchased, the model and budget will be upgraded, and the skylight is naturally within the scope of choice.

Question: What type of sunroof will you choose for future car purchases?

Compared with the 2015 survey, the number of people who chose the two glass top panoramic sunroofs has increased significantly, and the percentage of small sunroofs that can lift/slide has decreased. With respect to the prices that are willing to be paid, various types of skylights have been upgraded to different degrees. The two glass roofs are particularly prominent at the top, which shows that consumers have increased their sense of value for sunroofs and their demands for quality of life have become higher and higher.

Question: Can you accept a folding roof?

Question: Do you like the variable transmittance sunroof?

Question: Do you like sunroofs with solar energy?

84% of the respondents were able to accept the folding roof models, 86% of the respondents like new sunroofs, variable transmittance skylights, 81% of the respondents also like solar powered sunroof, also verified China Consumers are more willing to accept new technologies and new products, and individualized consumer psychology.

Question: Which of the following atmosphere lights are the most attractive to you?

For a variety of atmosphere lights, the faint light atmosphere lights that can be turned on while parking and driving are most appealing to the respondent, reflecting the fact that with the improvement of the quality of life of the consumers, there is a certain degree of spirituality for romance and privacy. The pursuit.

Question: Where do you need to upgrade your skylight? What other features do you need to add to your roof system in the future?

With the advent of the mobile Internet era, users have more expectations for the technology sense of the roof system, such as mobile phone interconnection, voice control, and automatic temperature adjustment.

Question: Do you plan to buy a new car/transfer after the next few years?

Question: What type of vehicle are you most likely to buy in the future?

Question: How much will you pay for your car in the future?

The period of change in the Chinese market is generally 3-6 years, but there is a clear trend of shortening. Compared with 2015, the number of users who choose to purchase a new car in the next five years has increased by 17%. The proportion of users who choose to change cars within three years has decreased, and the number of users who change cars within six years has increased. This shows that consumers have a higher degree of attention to car consumption and more demand for more diversified, more models, styles on the market, but also reflects the increasingly active automotive market. From the user's point of view, SUVs are still hot models for buying new cars and changing cars.

With the economic development, per capita income has increased, and the budget for transfer has also been concentrated on the 150,000-400,000 mid-to-high-end models.

No matter which level of car owners and potential buyers, the light inside the car is the most important reason to buy sunroof models, followed by ventilation, which also verifies why only small-scale consumers currently choose FTM (fixed glass sunroof) models.

Because of the small size and relatively low price of the mini-vehicles, owners and potential buyers are more concerned about cost-effectiveness and have more of their own opinions. The impact of “original factory standard” and “manufacturer’s recommendations” is minimal. The owners and potential buyers of small cars, compact cars and midsize cars are significantly more affected by the “original factory standard” and “manufacturer's recommendations” than the mini-vehicles. The main reason is that these consumers have more budgets and choices. Easy to be affected by Others. The medium- and large-sized vehicles are mainly based on long-pitch MPVs, and they are used for business purposes. Sunroofs are not the focus. The main reason why SUV owners choose sunroofs is basically the same as that of car owners, mainly "lighting in the car" and "ventilation". However, SUV owners enjoy the comfort brought by sunroofs, so they have greater preference for sunroofs.

Among potential car buyers and repurchasers, the proportion of potential skylight buyers, including repurchasers, has increased significantly, indicating that the demand for skylights in the entire vehicle market has continued to increase. Mr. Zhang Lihua, vice president of Weiba Group’s customer group in China, stated that : "We are optimistic that by 2020, the installed proportion of sunroofs on passenger cars will exceed 60%. We will work with China's leading automakers to provide consumers with more attractive panoramic sunroof products."