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In-depth knowledge for decision makers
Dear Reader,
Over the past 20 years, Roland Berger has conducted more than 80,000 interviews
in China with people from all walks of life, giving us unprecedented access to the way
Chinese consumers see their world. We have found out about their preferences and
dislikes, their hopes and fears, their aspirations and what they are happy with in the
status quo.
These interviews were mostly held in connection with one of the more than 200 assign-
ments we work on in China each year, affording us unrivalled insight into the Chinese mar-
ket. For at least 15% of these assignments we have used our Roland Berger Profiler tool to
analyze the behavior of Chinese customers.
Charles-Edouard Bouée,
Regional Coordinator Asia,
President & Managing Partner, To keep on top of developments in 2008/2009 we felt it was important to conduct a large-
Greater China
scale survey to consolidate our knowledge of this exciting and still growing market. This
study presents you with some of the results of this undertaking, which covered 12,000
Chinese consumers in 64 cities, ranging from the four megacities Shanghai, Guangzhou,
Shenzhen and Beijing down to tier-3 cities.
Ignatius Tong, Partner and Vice President, Consumer Goods and Retail in China, believes
knowing the customer base is vital for any business striving to penetrate or survive in the
Chinese market: "More than ever, it is critical for FMCG to be tailored to specific consumer
needs. This requires a more insightful understanding of consumers that goes beyond mere
demographics." John Shen, Partner in Automotive, agrees and points out how critical brand
management has become: "Brand loyalty can only be nurtured and enhanced through the
consistent delivery of brand values at every customer touch point. Brand strategy and
brand management should be at the top of the agenda for every CEO."
We are delighted to be able to include interviews with two CEOs of Western companies
which have been operating successfully in China for many years: Paolo Gasparrini, CEO
of L'Oreal China and Günter Butschek, President and CEO of Beijing Benz Daimler-Chrysler
(BBDC). Their impressions about the future of the Chinese market will be of great interest
to any reader working or investing in China.
The following report is the first of what we're hoping will become an annual cornerstone
of insight into the Chinese consumer market. In 2009 everybody will be looking to under-
stand the unfolding domestic consumption in China as exports suffer due to the world eco-
nomic crisis. In this environment we are looking forward to continuing to assist businesses
in China in developing the domestic customer base and defining winning road-to-market
strategies for our clients in this country.
Study 3
1 SIx Recommendations 08
2 Chinese Surprises 18
C. About...
... Cic 43
... L'oréal 44
... BBDC 45
D. Contacts 46
Roland Berger Strategy Consultants
"Both emotional and ratio- Of our respondents, 14% lived in one of the four
nal benefits should be taken Chinese megalopolies, 43% in a tier-1 city, 27%
into account when defining in a tier-2 city and 16% in a tier-3 city. Altogether
brand positioning. We need we covered 64 cities in the country, ranging from
to go beyond functional Shanghai with 18 million inhabitants to small cities
benefits and address the of about 1 million people.
self-expressive needs of
consumers as well, subtly Consumers were asked questions regarding brand
symbolizing the life atti- perception and differentiation, consumption
tudes of the target group." behavior and purchase patterns as well as lifestyle.
This method was in line with the basic methodology
John Shen, Partner of the RB Profiler, developed and used international-
(Automotive CC) ly by Roland Berger Strategy Consultants.
Tailor your customer A brand's value proposition thus needs to There are four main areas where the
approach to their values be aligned with the value profile of its RB Profiler can be applied:
target group. This is where the RB Profiler
When brand values and consumers' value steps in. It helps you see the fit between
It measures brand perception from
systems converge, the consumer is likely consumers and brands, providing a way to a consumer perspective, including
to purchase the product. The RB Profiler measure and quantify the value systems comparisons with competitors or
helps you create such a fit. of consumers and brands using the same with other brands in a company's
methodology. The RB Profiler is a vehicle portfolio
Every consumer has his or her own set of for values-based brand and marketing
values, desires and aspirations to which management and creates a lasting
It identifies consumer needs, defines
he or she attaches varying degrees of competitive advantage (figure 2). consumer segments and evaluates
importance (figure 1). their attractiveness. It helps in ana-
HOW IT WORKS lyzing the brand projection in commu-
This complex set of values, or value profile, At the core of the RB Profiler are 20 funda- nication and at the point of sale and
influences how individuals make purchas- mental values describing all aspects of enables companies to compare the
ing decisions. The link between the values an individual's consumption behavior. current situation with their own targets
and the concrete purchasing decision is The axes of the matrix measure degrees
formed by the brand's value proposition − of emotionality/rationality and of maxi-
Due to its intuitive nature and the fact
the values it projects into the market via malism/minimalism. All the values are that the results are statistically proven
its logo, product design, communication, elicited from consumers using carefully on a quantitative basis, it supports
price, etc. At the moment of the buying developed attitudinal statements, and can direct buy-in from your organization
decision, these two value systems come be measured and validated quantitatively. and easy implementation into the
together. This is the "moment of truth." marketing mix
When a brand's value profile and a con-
sumer's value profile converge, then the
It helps with brand monitoring,
consumer perceives the brand as "his" or tracking and controlling
"hers" and is likely to purchase it.
Roland Berger Strategy Consultants
optimism
Cool & Trendy: trendsetting,
innovation, self-differentiation VALUE GRID
Pro-tech: high-tech, cold trans- E = emotional = pro-values
actions R = rational = anti-values
Personal Efficiency: efficient + = more consumption <Values> = fundamental values
performance, just-in-time, comfort, – = less consumption of consumers
convenience
Customized: individualization,
exclusivity, flexibility, variety
Service: clear information, uncompli-
cated fulfillment, competent advice,
warm transactions
Quality: longevity, reliability
Proven: scientific proof, authority,
traditional/tried and tested products
Smart Shopping: bargain hunting,
excellent value for money
Total Cost: frugality, penny-pinching,
price-defined buying decisions
Study 7
Figure 2
Understanding consumer behavior
By matching the consumer and brand profiles, the RB Profiler makes it possible to predict consumer behavior
Fit
Bu
y
3 4
Fit
w
Brand B
Lo
Ben
Bu
E E
Fair
Prestige Thrill &
Entertainment
Prestige Thrill &
Entertainment
Wendy Meng is a very responsi-
Fair
Vitality Vitality
Classic Classic
ble person – she cares about the
Nature Carefree Nature Carefree
Tranquil Clanning Tranquil Clanning
environment and social issues
Cool& Cool&
Purism Trendyy HIGH Fit Purism Trendyy
– Security + – Security +
Service
Innovation Buy Service
Innovation
Wendy Meng chooses BRAND B
& Protech & Protech
Smart Quality Smart Quality – the brand appeals to her high
Shopping Personal Shopping Personal
Proven
Efficiency Efficiency ethical and ecological standards
Proven
Total Cost Total Cost
Customized Customized
R R
5 6
Roland Berger Strategy Consultants
1 Six Recommendations
Don't disregard the smaller cities Shaoxing and Datong are examples of
Concentrate on under-40s tier-2 cities, with 4.3 million and 3.1 million
Strengthen your brand inhabitants respectively. Datong in the
Channels are critical northern Shanxi province is a coal-mining
Go green town with a history and economy closely
tied to this industry. Shaoxing, the birth-
place of Communist Party leader Zhou
The difference between Enlai, today has a GDP of RMB 222.3 billion.
big and small
China's four largest cities are Beijing,
Guangzhou, Shenzhen and Shanghai.
Together they have an astonishing 57 mil-
lion inhabitants with a share in national
GDP of around 14%. These port cities are
traditionally more open to foreign ideas
and steeped in a tradition of trading. Their
Study 9
Proven
Efficiency
Proven
Efficiency customers in smaller cities might have
Total Cost Total Cost
Customized Customized different preferences and spending
R R patterns, they are certainly as interested
in consuming as their fellow nationals
in bigger cities and they also have an
2nd Tier city 3rd Tier city
Tier-2 Tier-3 1
increasing amount of disposable income.
2
E E
The smaller cities might well be home
Prestige Thrill &
Entertainment
Prestige Thrill &
Entertainment
to your best customers.
Fair Fair
Vitality Vitality
Nature Classic Carefree Nature Classic Carefree
Tranquil Clanning Tranquil Clanning
See figure 3 to get an idea of the compara-
Cool& Cool&
Purism Purism
Trendyy Trendyy tive overall consumption profiles for the
– Security + – Security +
Service
Innovation
Service
Innovation
different city tiers.
& Protech & Protech
Smart Quality Smart Quality
Shopping Personal Shopping Personal
Efficiency Efficiency
Proven Proven
Total Cost Total Cost
Customized Customized
R R
3 4
Roland Berger Strategy Consultants
Figure 4
The person behind the profile
A possible translation of our
average consumption profiles
2
Study 11
Figure 5
The person behind the profile
A possible translation of our average
consumption profiles
4
Study 13
To highlight the main differences be- Age is also a factor for brand importance. 18-24 25-29 30-39 40-49 50-64 (age)
tween someone in the 30-39 age group Younger people pay more attention to
and someone in the 40-49 age group, we brands. Geography does not seem to
have used our research to construct two matter all that much: People in Beijing and
more prototype consumers: Laura Hua, people in small towns think of themselves
32, from Guangzhou and Shi Zhi, 48, from as roughly equally knowledgeable regard- Many multinational brand manufactur-
Beijing. Figure 5 shows the RB Profiler ing fashion. ers have adapted their logos for China
blueprints and possible examples from
both age groups. On the surface, brand loyalty seems to be
driven by nationalistic considerations, with
Consumers aged between 30-39 are people assuming they can trust Chinese or
the most important target market at the local brands more than foreign ones.
moment. They are more open to innova-
tions than their elders and have more However, it turns out that some of
disposable income than those younger the most trusted brands mentioned
than they. by respondents are in fact foreign,
especially in Western China; the respon-
Companies need to watch the develop- dents think of them as Chinese, just
ments in younger age segments if they because they are known to be good.
want to benefit from future high-income
consumers. Trends are likely to echo those This goes to show that Chinese consumers
of earlier young consumer generations in will base their brand loyalty also on qual-
more advanced economies. ity and price rather than just on whether
something is "made in China". Consumers
Brands do matter in the highest segment, with an annual
The Chinese are extremely interested in income of RMB 250,000 and above, are
brands and attach a lot of importance most interested in Western brands and
to which brand they buy. Any product or have a clear understanding of what's
service intended to penetrate the Chinese Western and what's not. These segments
market needs to establish a strong brand. also show the highest interest in Western
culture and are, either through economic
ability or intellectual interest, more open
to foreign influence and ideas in general.
Roland Berger Strategy Consultants
Proven
Efficiency
Proven
Efficiency their brand image, find their specific cus-
Total Cost Total Cost
Customized Customized tomer base and cultivate their preferred
R R channels.
E E
to establish a clear reputation for quality
Prestige Thrill &
Entertainment
and modernity; the others, regardless of
Fair
Vitality
Classic
their origin, are weak in comparison. TV
Nature Carefree
Tranquil Clanning
makers should heed the same recommen-
Cool&
Purism Trendyy dations as for automakers: A clear brand
– Security + – +
Service
Innovation
image is the first step towards surviving in
& Protech
Smart Quality a more difficult and sophisticated market.
Shopping Personal
Efficiency
Proven
Total Cost
Customized Foreign companies need to invest a great
R R deal of time in learning about the Chinese
customer. They need a strong local
management team in place to adapt to a
7
rapidly developing market − one that is
19
2 Chinese Surprises
China is unique among the nations of leisure habits
our planet. It is home to the world's larg- The most costly and time-consuming Figure 11
est population, it is governed by the leisure activity is travel. We therefore Differences by age group
Communist Party and it has experienced looked at the travel habits of our
unprecedented economic growth over respondents. Number of trips per year
the past 30 years. Even now, with the 1.5 1.5 1.2 1.0 0.8
global economy in the doldrums, China Companies in China have been quick to 1.2
still expects roughly 7% growth for 2009. react to the newfound taste for leisure
spending in their country. Ctrip, a full-
Most companies have very little or no service online travel booking service estab- 18-24 25-29 30-39 40-49 50-64 (age)
experience in such a market, making it lished in 1999, has been experiencing a
doubly important to invest in extensive 50% growth rate for the past few years.
research before venturing into China. Some 30% of trips taken are package tours Differences by city tier
Western companies that have so far been and about 25% of trips are beach holidays.
successful in the country have usually Trips per year
spent years planning their market entry The general leisure trends are not unlike 1.8 1.1 1.1 1.0
before going there. In China more than those found in Europe or the US. But
1.2
elsewhere, unexpected tendencies in the companies have to be careful to use the
general development need to be taken into right channel in the right region, as prefer-
consideration at all times. It is not enough ences differ widely. The Internet is cer- Mega Tier-1 Tier-2 Tier-3
to trust your feelings or base your judg- tainly a big medium in China, but access in
ment on Western market circumstances. remote provinces can be poor.
We identify four critical factors that need It's income, not Spending per trip (RMB)
investigating by any company wishing to geography 3,364 3,859 3,516 3,781
establish a clear brand image in China: One might expect to find most families
living under one roof outside the large
Regardless of city tier, leisure spend- cities and in the more remote provinces.
ing remains roughly equal – it's the However, this is not the case. In fact,
frequency of leisure pursuits which income is the defining component for
Mega Tier-1 Tier-2 Tier-3
differs demographic factors such as household
Average family size is connected to size and number of children.
income rather than geography
People consider themselves to be Traditionally, families in China are Length of trip
fashionable in most parts of the closer-knit than in the West, with many 4.7 4.5 4.5
country, regardless of city tier older parents living with their grown-up 4.3
Interest in Western culture is evenly children and grandchildren under one roof.
spread among all of society But the higher the income, the less likely
such an arrangement is. Several reasons
for this are possible: Mega Tier-1 Tier-2 Tier-3
Study 19
Figure 16
Eight archetypes
The percentage figure denotes the
proportion of respondents in each
category. BLUE areas are more
important to the consumer type, RED
areas less important (compared to
the average/population) and WHITE
areas neutral.
Conformists Traditionalists
Source: Roland Berger; International Research 2008, n = 11,100 Source: Roland Berger; International Research 2008, n = 11,100
8 7
6 5
Study 23
Hedonists Minimalists
Source: Roland Berger; International Research 2008, n = 11,100 Source: Roland Berger; International Research 2008, n = 11,100
2 4
3 1
Roland Berger Strategy Consultants
Chongqing Heilongjiang
Shanxi
Guangdong
Sichuan Jilin
Beijing
Henan
Yunnan Liaoning
Guangxi Shanxi
Hubei Jiangxi
Shanxi
Population: 35 million, average income: RMB 21,000 p.a.
The people of this province are very traditional, showing a high concern for the
Shanghai
environment and placing less importance on innovation and fashion. Grounded
Hunan
in a strong ethical framework, Shanxi people have a similar, but softer, profile
compared to other northern provinces. Zhejiang
Guangdong Fujian
Guangdong
Population: 93 million, average income: RMB 43,000 p.a.
A thoroughly modern mindset prevails in this province. Entertainment,
innovation and improving personal efficiency are high on the list of values.
Even though this is a rich province, people are highly cost-sensitive, attaching
less importance to quality.
Study 25
Henan
Population: 94 million, average income: RMB 23,000 p.a.
People from the Henan province tend to be traditional rather than modern and
have little interest in the latest technologies and trends. Environmental con-
cerns and a strong set of values complement this rather neutral profile.
Figure 18
Next, a TV advertisement was created, The branding effort focused on the status
featuring young people enjoying and values embodied by the beer. This
themselves at a rock concert holding needed to be strongly communicated in
bottles of ABC beer. The ad was geared all the media used. The label on the bottle
toward a young audience and comple- made it clear that the beer had been
mented by a print and radio campaign brewed with pure spring water and without
featuring testimonials by the rock star additives, reflecting the target customer
seen in the ad. group's appreciation of traditional values.
Roland Berger Strategy Consultants
Figure 23
L'Oréal: A Western brand with a distinctive profile1)
Toyota
L'Oréal
E
Prestige Thrill &
Fair Entertainment
Vitality
Nature Classic Carefree
Tranquil Clanning Cool&
Purism Trendyy
– Security +
Service
Innovation
& Protech
Smart Quality
Shopping Personal
Efficiency
Proven
Total Cost
Customized
R
1) n = 421 vs. n = 10,680 Sample L'Oréal product
Study 31
WHO'S BUYING? Olay's profile (figure 22) is much less well Despite the current economic downturn,
The skin care market in China is extremely defined. At best, it stands for technical the Chinese beauty product sector is likely
fragmented. Local brands such as Dabao innovation and tried and tested products. to continue growing, albeit at a slower pace
are increasingly coming under pressure The lack of a distinct image makes Olay's than in recent years. Among high-income
from international brands such as Olay success in China all the more remarkable, residents of tier-1 and tier-2 cities, cos-
and L'Oréal. although P&G's effective field sales orga- metics and skin care products are increas-
nization and consistent investment in IT ingly seen as a necessity or affordable
Analyzing these players with the technology no doubt play a role. luxury compared to, say, cars or jewelry.
RB Profiler produces some interesting Among the broader consumer base in the
results. Dabao has a clear brand profile, L'Oréal, another successful foreign tier-3 cities, the adoption rate is high, while
whereas Olay's strength in the market can- player, has a strong image as a stylish consumption intensity remains low. This
not be attributed to a clear brand image. and innovative brand. Perceived as trendy creates a fantastic growth opportunity for
This weakness is partly because the Olay and exciting, L'Oréal products appeal companies. The key to capturing a slice
brand stretches across a vast price spec- to the Progressive Maximalist and of this vast market is finding the right
trum – which also goes some way toward Traditionalist archetypes, who are less combination of product, value, channel
explaining the brand's success. concerned with price. and service.
The Dabao profile (figure 21) shows a Most brands have not yet succeeded in
reflection of traditional values, tranquil- establishing a clear brand image. They
ity and security. It does not represent a may well suffer as the market becomes
trendy, progressive lifestyle but rather more competitive and consolidated.
a calmer, practical approach. As such, it Skin care products are generally targeted
appeals to a large segment of the popula- at Maximalists, and competition for such
tion, particularly in tier-3 cities, while it consumers is fierce. This applies particu-
struggles in the tier-1 cities. larly to foreign brands, which appeal more
to Maximalists than traditional consumers.
Study 33
n = 11,100
Source: Roland Berger Strategy Consultants, 2008
Study 35
WEAK BRANDS attracted to the brand, followed by Modern products and a relaxed attitude toward
In China, most OEMs differentiate their Performers and Self-centered types. This innovation and technology apparent in
brand image through sub-brands or prod- reflects the market leadership of the Chery customers, but it is hardly strong
uct-line brands rather than an overall com- brand. VW appeals least to Conservatives enough to warrant any bold statements.
pany brand. Few major companies have and Minimalists.
managed to establish a distinctive brand The biggest consumer group interested
identity. Even Volkswagen, far and away General Motors in Chery are Progressive Maximalists,
the market leader, is no exception here. GM is not clearly differentiated from other followed by Modern Performers. The
brands. However, the company makes a brand appeals least to Conformists and
Figure 25 gives profiles of the six major success of its umbrella brand strategy and Minimalists.
brands in the country. manages to achieve some brand differen-
tiation through its sub-brands of Chevrolet, Unsurprisingly, it turns out that all auto
Looking at the brands in detail, it is clear Buick and Cadillac. brands show a clear tendency toward the
that most OEMs have diversified their Progressive archetypes. These consumers
customer base by means of various sub- Most of GM's customers in China are are high earners and more open to new
brands and product-line brands. Modern Performers, followed by Self- ideas, technological advance and progress
centered types. The brand is least in general.
Volkswagen popular with Traditional Maximalists
Volkswagen drivers are less cost-sensitive and Hedonists. When it comes to branding, OEMs are still
than average, less concerned about being pursuing a strategy of sub-brand identity
trendy, and somewhat traditional. Even Chery diversification. They are relatively weak
these characteristics are only tendencies, The only local brand to make it into the in terms of building their overall company
however: the profile picture is too weak to top 5, Chery also suffers from a weak brand.
make firm statements. Probably by virtue brand profile.
of being the first foreign automaker to The strongest automakers have a slightly
enter China, VW has been able to establish Chery is a national brand and as such clearer positioning than the others. This
its position as market leader. might be expected to benefit from some fact suggests that as the Chinese market
local pride. However, its brand image is develops, strong branding will be the key
An analysis of the VW customer base no stronger than those of the other auto- to gaining a solid foothold in this vast and
shows that Progressive Maximalists makers analyzed. There may be a very tricky market.
and Traditionalists are most strongly slight tendency toward buying proven
Roland Berger Strategy Consultants
One way to circumvent these difficulties "Online I feel free to say and do things I wouldn't
32% 73%
is to analyze what consumers have to say do or say offline"1)
when they are outside the survey environ- User-generated content (consumer reviews,
ment. The Internet, especially where user- rating sites, forums, discussion boards, blogs, 19% 58%
etc.) influences purchase decisions2)
created content is concerned, has made
such research much easier. In Bulletin Percentage of broadband users commenting on
28% 47%
Board Systems (BBS), chat rooms and blogs, listserves, in chat rooms and forums2)
blogs, people freely express their opinions 1)
IAC and JWT, China Leads the US in Digital Self-expression, November 2007
and swap experiences about brands, prod- 2)
Netpop, Chinese Surpass Americans in Web 2.0 Use, November 2007
ucts and services in massive numbers.
This phenomenon is called Internet Word
of Mouth (IWOM).
The method
Roland Berger asked CIC, China's leading Figure 28
IWOM research and consulting firm, to pro- BBS screenshot
vide insights into the Chinese automotive
industry. CIC does not conduct surveys;
instead, it analyzes the data created by
China's 298 million Internet users, the
largest Internet community in the world.1
Using its proprietary data collection and
text mining technology, the company
derives insights and actionable intel-
ligence from tens of millions of monthly
consumer conversations about a wide
variety of industries, including auto-
motive, cosmetics/beauty and consumer
electronics.
Figure 29
For this study, CIC concentrated on the The CIC Automotive IWOM Practice
automotive industry, tracking 19,471,305 Automotive Industry Term Library
messages in Q4 2008 from automobile-
related BBS. These messages were cat- Industry Coverage
egorized and mined according to a library 81 manufacturers
of terms (including Internet slang) repre- 441 models
senting 441 models, 81 manufacturers, 16 attributes (categories)
16 attributes (categories) and 200 sub- 200 sub-attributes (sub-categories)
attributes (sub-categories) customized for Product and attribute sentiments
mainland China. Figure 29 gives an idea of
how the system works.
Sample CHARACTERISTICS OF
CIC CHINESE TEXT MINING
Industry attribute terms:
1
The 23rd Statistical Survey Report on the Internet
Development in China by CNNIC, January 2009 (gearbox):
gearbox
Exceptional key terms: A4 = A4
(A4 paper)
Spelling variation: (Sagitar):
Sagitar
Chinese word segmentation:
(heavy) vs. (important)
Internet language/slang:
(Focus): FKS FCS
Study 39
The results
Figure 30 Volkswagen, in its joint-venture incarna-
Most discussed auto attributes, Q4 2008 tions SVW and FAW-VW, was the most
discussed brand in Q4 2008, with a 15.2%
Other "share of voice" (figure 32). SVW had an
Safety systems 10% 8.3% share of voice at brand level, with
Power systems
5% 24% 540,247 posts, and FAW-VW had a 6.9%
Distributors share, with 453,669 posts. Ford Focus was
6% the most discussed model, with 214,416
Transmission posts or 4.1% of the total share of voice at
systems 7%
the model level.
8% 15%
Interior Price Power systems were the most discussed
equipment 8% topic on BBS sites, cropping up in 24% of all
15% posts mentioning specific topics. This was
Exterior equipment
followed by price (15%) and appearance
Appearance
(15%). Such findings provide an under-
standing of what consumers are most
Data basis: Total attribute-related posts, Q4 2008 = 2,323,560
Source: CIC Automotive IWOM Practice concerned about, which can in turn inform
product marketing messages (figure 30).
III
Low
Low Buzz volume High
Figure 32 Figure 33
Manufacturer buzz Trends in manufacturer buzz
Top 10 discussed auto manufacturers, Q4 2008 (no. of posts) Buzz for four manufacturers, Q4 2008 (no. of posts)
160,000 SVW
FAW-VW 540,247
SVW 453,669
4S retailer assaulting
SGM 423,600 consumer scandal
130,000
CA Ford 359,479 Launch of new CITY model
CA Ford Mazda
Shenlong 348,514
GZ Honda 311,992
100,000
FAW-Toyota 242,395 GZ Honda
DF Nissan
DF Nissan 223,049
Chery 189,549
70,000
DF Honda 136,662
OCT NOV DEC
Note: Manufacturer posts include brand, series and model posts Data basis: Total posts for four auto manufacturers, Q4 2008 = 1,348,189
Data basis: Total manufacturer-related posts = 6,518,352 Source : CIC Automotive IWOM Practice
Source : CIC Automotive IWOM Practice
Figure 34
Contribution of fuel economy to buzz volume
for five brands, Q4 2008
Quotes
Buick 9.3%
The fuel consumption of American cars
Ford 9.2% is definitely higher than Japanese ones.
Honda 6.3%
American cars are not fuel-efficient.
Toyota 5.3% Even my Sail SRV used 8 l/100 km
VW 4.4%
8
Notes: Only includes domestic models
Data basis: Total number of attribute-related posts, Q4 2008
VW = 51,503; Toyota = 197,185; Honda = 205,943; Ford = 106,904; Buick = 109,281
Source: CIC Automotive IWOM Practice
Study 41
Looking at recent data trends, we see that It is essential for manufacturers to listen communities. Others have set up their own
while SVW's discussion curve is stable, to the issues being discussed by Internet communities or social networks, including
Chang'an Ford Mazda (CA Ford Mazda) users. But they also need to understand SVW (mysvw.com) and Honda Fit (ifitclub.
and Guangzhou Honda (GZ Honda) expe- the specific online culture in China. com.cn).
rienced a sharp rise in discussion around Organizing group purchases is one impor-
December 2008 (figure 33). In the case of tant feature of online automotive commu- By systematically tracking and analyzing
CA Ford Mazda, much of the spike can be nities. Another is the so-called "homework" IWOM, manufacturers can learn how their
attributed to the buzz following a heated post, in which Internet users request (or brands are perceived by potential custom-
argument and shoving match between a share) detailed experiences with a particu- ers. In particular, they can track consumer
Ford dealership employee and a group of lar car or feature. For example, a potential sentiment and spot any issues that might
customers who had organized themselves buyer may ask community members to have an impact on their reputation. They
online in order to receive a group purchase give their impressions of driving the SVW can also identify influential communities
discount (a not unusual practice in China). Polo. Such discussions from "people like and opinion leaders, and target them with
The incident was discussed in BBS forums, you and me" can have a very strong impact digital PR. And they can identify trends and
recorded and uploaded to video-sharing on potential buyers' opinions. interests, both as a source of inspiration
sites similar to YouTube, and reported on for their own marketing campaigns and
by the media. GZ Honda, on the other hand, as a way of measuring their subsequent
generated a buzz with the launch of its The implications impact.
new CITY model in late December. Thanks to BBS sites, many Chinese car
buyers have already made up their mind
CIC further investigated perceptions of about which car to buy before they even
fuel economy for different manufacturers enter the showroom. They base their
– particularly relevant given the worsen- decisions almost exclusively on IWOM.
ing economic situation (figure 34). Their New members of the Chinese middle
analysis shows that 9.3% of all mentions class are often the first of their friends
of the Buick brand or its models refer to or family to buy a car, so they lack any
fuel economy, as do 9.2% of all mentions of "offline" word of mouth to help them in
Ford or its models. By comparison, Honda their buying decisions.
and Toyota are less often mentioned in
association with fuel economy, with 6.3% It is only natural that car retailers should
and 5.3% of brand or model messages want to influence these online discus-
mentioning the issue respectively. Most of sions. Text mining technology such as that
these mentions are negative, suggesting used by CIC can identify the 20% of BBS
that rightly or wrongly, there is a strong contributors who create 80% of the content
perception that American cars are not about particular topics or models. These
as fuel-efficient as Japanese and other so-called "efluencers" can serve as the
brands. basis for new kinds of CRM and PR engage-
ment programs. Some retailers have begun
directly engaging within the auto expert
Roland Berger Strategy Consultants
At Roland Berger we develop customized, creative strategies together with our clients.
Providing support in the implementation phase is particularly important to us. In so doing,
we create value for our clients. That's why our approach is based on the entrepreneurial
character and individuality of our consultants – "It's character that creates impact." All
employees at Roland Berger Strategy Consultants strive to adhere to our three core
values: excellence, entrepreneurship and partnership.
C. About...
With the motto "Client and quality first," we offer consulting services in fields of indus-
try such as automotive, electronics, telecommunications, consumer goods and retail,
engineered products and high tech, transportation, financial services, chemicals and oil,
building materials, and real estate. Our services are focused mainly on strategic and oper-
ational consulting involving every aspect from M&As, corporate development strategy to
marketing as well as supply chain management.
Currently, Chinese clients account for more than 70% of our total revenue in Greater China.
Through in-depth understanding of the Chinese business environment and dedication to
forward-looking, creative, targeted and practical solutions for clients, Roland Berger has
gained a very strong reputation in the Chinese market. We offer tailor-made solutions
according to the individual needs of each client in response to current Chinese market
development trends.
Study 43
As the only consulting firm of European origin among the Top 3 in Greater China, Roland
Berger Strategy Consultants has built its expertise on its extensive experience working
with clients worldwide on complex business cases for 40 years. Outstanding strategic
analysis and in-depth knowledge of implementation are the strengths of the company's
consulting approach. Roland Berger consultants combine their analytical and strategic
know-how within a diverse company setting to help clients in Greater China successfully
master their unique challenges.
... CIC
CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China.
Since 2004, CIC has pioneered the concept of distilling insight from Chinese blogs,
message boards and social networks with its team of IWOM analysts supported by
proprietary Chinese language-based technology for text mining (patent pending),
data processing and data visualization.
As the only firm in China that helps Fortune 500 retainer clients utilize IWOM for high-
level strategic planning and marketing communication, CIC's continual development and
evolution is driven by a unique, powerful and open mindset and learning culture that at its
core continually seeks to help clients understand how the Internet and IW0M are redefin-
ing the relationship between brands and consumers. CIC is committed to both providing
objective third-party strategic advice to clients and to promoting the healthy develop-
ment of the Internet community in China.
For a comprehensive analysis of what consumers are saying online about the automotive
category, CIC provides customized reports, a powerful dashboard as well as a newly
released syndicated IWOM insight TM Automotive Industry Report. For more information,
please visit www.cicdata.com (CIC website), www.seeisee.com (Chinese blog)
and ww.seeisee.com/sam (English blog).
He is a native speaker of English, speaks Mandarin Chinese and has lived in Shanghai
for 10 years.
Roland Berger Strategy Consultants
With operations in over 130 countries and regions worldwide, the company possesses
63,000 employees and 40 plants. Sales revenues were EUR 17.5 billion in 2008. The
Group is also one of the world's most successful businesses ever, having recently
reported its 18th consecutive year of double-digit growth. L'Oréal markets an impressive
portfolio of more than 25 international brands, sold in 130 countries, including L'Oréal
Paris, L'Oréal Professionnel, Maybelline, Garnier, Redken, Kiehl's, Shu Uemura, Biotherm,
Helena Rubinstein, Lancôme as well as Giorgio Armani and Ralph Lauren perfumes. L'Oréal
is active in all segments of the cosmetics market, including hair care, perfumes, makeup,
skin care and dermatology.
L'Oréal's century-long history is marked by major successes. With its strong R&D capabil-
ity, innovation and pursuit of excellence, L'Oréal offers women new ways and means to
enhance their beauty.
In 2008, L'Oréal China reported its eighth consecutive year of double-digit growth with
sales of RMB 6.95 billion, a 27.7% increase on the previous year. L'Oréal China is among
the top 10 players globally and the biggest player in the Asia-Pacific region.
L'Oréal has built a Research & Development Center in Shanghai to investigate Chinese
consumers' needs and expectations, and three plants in Shanghai, Suzhou and Yichang
to provide better service and products, not only to China, but to the whole of Asia.
Study 45
L'Oréal China also emphasizes the recruitment and development of new talent. A new
Management Development Center was founded in 1995 in Shanghai.
L'Oréal China shows its long-term commitment to Chinese society by supporting culture,
education, science, environmental protection and the arts. As a good corporate citizen,
the company is involved in a number of initiatives, such as the China Young Women in
Science Fellowship, Charity Sales, Green Cup and Hairdressers Against Aids. L'Oréal China
has been recognized as the most successful and respected international company in
China.
... BBDC
Established on August 8, 2005, Beijing Benz-Daimler Chrysler Automotive Co., Ltd. (BBDC)
is a joint venture founded by Beijing Automotive Industry Holding Co., Ltd, Daimler AG and
Daimler North East Asia Ltd. The Chinese shareholder owns 50% of the total shares.
BBDC's new plant is located in the Beijing Economic & Technological Development Area
(BDA) and boasts an annual production capacity of 100,000 units. BBDC's manufacturing
philosophy is based on criteria such as state-of-the-art techniques, outstanding products,
strict quality control, a strong emphasis on sustainable and environmentally friendly pro-
cesses and well-trained technical workers.
BBDC currently produces vehicles such as the world-famous Mercedes-Benz E-Class/
C-Class, Chrysler 300C and Chrysler Borui.
BBDC has devoted itself to providing high-quality professional services to its customers.
An adequate supply of parts, efficient technical support and long-distance and on-site
training have guaranteed the continuous progress of our First Fix Visit (FFV). The com-
pany continually strives to make its service even faster, more comfortable and customer-
oriented.
BBDC's mission statement is "We Enhance Mobility and Quality of Life." Its aim is to
become the top-performing player in the Chinese market. The products and services pro-
vided to its customers are of the same high-quality as those of DAG worldwide. In so doing
BBDC is creating a new epoch for the auto industry and the Chinese market.
Roland Berger Strategy Consultants
D. Contacts
Charles-Edouard Bouée
Regional Coordinator, Asia
President & Managing Partner, Greater China
Qi Wu
Senior Partner & Vice President for Greater China
John Shen
Partner
Automotive Competence Center, Leader Greater China
Ignatius Tong
Partner
Consumer Goods & Retail Competence Center,
Leader Greater China
Rainer Balensiefer
Principal, Head of RB Profiler
Marketing & Sales Competence Center
Susanne Gamers
Senior Consultant
Consumer Goods & Retail Competence Center
think:act STUDY
Publisher: Roland Berger Strategy Consultants
Responsibility: Torsten Oltmanns