Chapter 31 Series of investigations 3: Coal boss car consumption survey

In the life of a coal boss in Shanxi, there are two things that can best reflect his "identity and status": one is "moving" (running), and the other is "quiet" (standing still). The "moving" mentioned here means a running car; and the "quiet" means "real estate", and further explanation means a house to live in.These two can also be said to cover a considerable part of the life of coal bosses, and to a certain extent represent the "view of life" of this group of people. Needless to say, real estate is a necessity of life. Next, we will focus on conducting a comprehensive investigation on the consumption of cars by Shanxi coal bosses.

Let's talk about the car price first. According to the survey, more than 70% of coal owners spend more than 5 million yuan on cars.Under the contradictory mentality of being low-key and retaliatory consumption of showing off wealth, car consumption satisfies the complex and contradictory emotional expressions of this group to a certain extent.In the coal boss car consumption "queue", the top three cars ranked by car brand and market price are as follows: Bugatti (Bugatti Veyron 16.4) 25 million Rolls-Royce (Phantom 6.7 Head of State) 18.88 million Maybach (Maybach 62) 9 million

In answering the question "Do you know branded cars?", 80% of the coal bosses did not know.In addition, a considerable number of coal bosses know it through comparison, "see what brand of car they drive, and buy it themselves." It seems that fighting spirit comparisons and blind consumption have become the main reasons for the original intention of this group of consumers. In the item of "purchasing a car", 80% said it was "for face", 10% said it was "gift giving", and 10% said it was "service".Among them, 10% of the respondents said "I don't know the performance of the brand, but I just choose the most expensive one anyway".That is to say, the most basic "natural function" of a car has been "used for other purposes" in the minds of coal bosses under the current coal policy and economic environment.

In terms of "payment method", 40% of coal bosses pay directly in cash. In life, "paying cash" seems to be becoming the "best choice" for coal bosses to consume strongly, because this may allow people to feel the "heaviness" of a person's social status and personal dignity through "heavy" cash. Weight", feel a kind of "boldness and style" of "rich people". In the question of "where to buy a car", 80% of the people answered that they were in other places, and 20% of the coal owners answered that they consumed locally.Among the foreign car buyers, 70% choose Beijing, 20% choose Taiyuan, and 10% of coal bosses choose prefecture-level cities.

In the "car replacement frequency" item, 10% of people buy a new car and replace the old one after using it for one year or less, 20% buy a new car after using it for two years, and 70% start replacing it after using it for more than three years new car. In the "Automobile Consumption Type Survey" survey, about 70% of people choose "mountain off-road" type (such as internationally renowned Hummer cars).It is understood that this kind of car is very popular with Shanxi coal bosses because of its "high horsepower" and "strong power".In addition, due to the many mountain roads in Shanxi, coal bosses often have to travel across mountains and ridges to do errands. They must have a "car" that can "enter the hall" and "get off the mountain roads", and the Hummer just meets this requirement. the real needs of the group.

In the "Number of cars owned" item, 100% of the coal owners own more than one car. With the increase of wealth, the living needs of coal bosses have to be upgraded to a higher level. As for luxury cars, they have a clear division of labor: there are "business special vehicles" specially used for business negotiations, and there are "recreational vehicles" specially used for "holiday pick-up". "Wait. Interestingly, in this survey, authentic "national" brand cars such as "Hongqi" came into our view, and some customers have a soft spot for "FAW Hongqi Flagship".It is understood that these car owners are over 60 years old.The reason for this may be the "nostalgic type" who has a special complex with the memory of that era and the brand meaning of the car itself.

In the survey, we found that in recent years, the complex of the "National" brand name has always been the favorite of these people.100% of the consumers who like this kind of car are customers over the age of 60. After further research, it is found that 40% of this group think that the "Hongqi" car is "hard, classic, luxurious, tasteful, and spacious." Big and atmospheric".