小米YU7 首批大定车主调研报告

Group 1: User Demographics - The survey revealed that 83% of the respondents are male, with an average age of 31.5 years, and 69% are aged between 26 to 35 years, indicating a strong influence of the younger generation in the consumer market for Xiaomi YU7 [1][4] - The majority of respondents (66%) are married, with 50.98% of them raising preschool children, highlighting the family-oriented nature of the core user group [1] - The educational background of respondents shows that 58.5% hold a bachelor's degree and 23% have a master's degree, with over 30% working in the IT, communication, electronics, and internet sectors, indicating a high level of education and tech sensitivity among users [4] Group 2: Purchase Behavior - 62% of respondents are first-time car buyers, while 33% of repeat buyers are existing Xiaomi car owners, with 78.8% of them being former Xiaomi SU7 owners [8][14] - The average budget for purchasing a car is 292,300 yuan, with nearly half of the respondents budgeting between 260,000 to 300,000 yuan [18] - 57.5% of respondents compared the Xiaomi YU7 with the Tesla Model Y before making their purchase decision, indicating the competitive landscape [21] Group 3: Purchase Decision Factors - Key reasons for choosing the Xiaomi YU7 include "commuting," "daily leisure," and "weekend travel," aligning with the younger demographic's lifestyle [15] - The main considerations for purchasing the Xiaomi YU7 were "exterior design," "dual zero-gravity seats," and "sky screen," reflecting a consumer preference for experiential features [26][29] - 74.5% of respondents felt that the pricing of the Xiaomi YU7 met their expectations, while 15% expressed concerns about certain features, particularly regarding configuration [34][50] Group 4: Brand Perception - Respondents primarily associate the Xiaomi brand with value for money, technology, and youthfulness, which aligns with their perceptions of the Xiaomi YU7 as well [38][40] - 98.5% of respondents have used Xiaomi products, with a significant portion using smart home appliances and wearable devices, indicating strong brand loyalty and ecosystem integration [45][49] - The Xiaomi YU7's overall satisfaction rate among users is 88%, slightly higher than that of the Xiaomi SU7, which stands at 55% [37]