报告：打造新物种、新品类 挖掘“Z世代”汽车消费大市场

Core Insights - The report emphasizes that capturing the consumption preferences and core values of the 250 million "Generation Z" individuals will be crucial for automotive companies to succeed in the competitive landscape of new energy vehicles [1][2] - The global automotive market is entering a saturation phase, while the new energy vehicle market in China continues to experience rapid growth, driven by structural changes in consumer demand [1][2] Group 1: Market Trends - The new energy vehicle market is transitioning towards a replacement demand model, with sales growth in lower-tier cities accelerating at 61%, and the price range concentrating on the 100,000-150,000 yuan segment [1][2] - The consumption scale of Generation Z is approximately 5.97 trillion yuan, indicating significant potential for automotive companies [2] Group 2: Consumer Behavior - Generation Z exhibits a unique consumption perspective characterized by a desire for new brands, technologies, and experiences, while also being rational about their spending [2] - Young consumers show a preference for domestic brands over joint ventures, viewing new force brands and traditional domestic brands as more professional and advanced [2] Group 3: Competitive Strategies - The competition in the new energy vehicle sector will revolve around three core battlegrounds: mental perception, market penetration, and technological advancement [2] - In the northern market, hybrid and extended-range vehicles are seen as key short-term strategies to enhance penetration rates of new energy vehicles [2] Group 4: Technological Evolution - The new energy revolution has shifted the focus of technological competition from traditional components to new elements such as chips, algorithms, and data [3] - Companies are encouraged to leverage super intelligence and super functionality to transform technological leadership into new categories and products, thereby achieving premium pricing [3]