Autohome Financial Festival concluded successfully with multiple benefits winning overwhelming favor from users

As of March 31, 2018, the Hundred-Day Financial Festival created by Autohome came to a successful conclusion.

The financial car purchase benefits such as low down payment and low interest rate launched during the Financial Festival have benefited many users who were on the sidelines of car consumption, and ultimately allowed everyone to enjoy the convenience of owning a car in advance.

The Financial Festival offers benefits such as interest-free, cashback, and 12% off on gas

With the continuous growth of China's automobile ownership and the rapid development of the Internet finance industry, automobile finance is rapidly entering a "golden age". According to conservative estimates, by 2020, the scale of China's automobile finance market will exceed 2 trillion yuan. The huge growth space has led some Internet giants and financial institutions to rush into the market, and a gold rush in automobile finance is in full swing. At the same time, Autohome, which has the largest number of active automobile users in China, has launched a new round of climax in this automobile finance war with the Financial Festival in December 2017.

In 2018, the domestic auto finance market continued to be hot, and the most fundamental reason was that it truly brought benefits to users.

Among the users who placed orders for cars during the Autohome Financial Festival, Mr. Liu, who works in education, said, "I am a physical education teacher in a middle school. This year, my family welcomed a new member, a beautiful daughter, and there will inevitably be many occasions when we need a car. It happened to be the Autohome Financial Festival, so I chose a car that cost less than 200,000 yuan. Counting the car price discount and loan discount, it helped me save nearly 20,000 yuan in total. It's affordable!"

Ms. Zhang, who works in the advertising industry, also agrees with the discounts brought by the Autohome Financial Festival. "I have always wanted to own a car of my own, which would be much more convenient for meeting clients and friends, but I have just started working and my savings are not enough. The second-hand car subsidy benefits launched by the Autohome Financial Festival include not only 2,000 yuan discount coupons, but also thousands of yuan in cash back and red envelopes. I bought the second-hand car I had long dreamed of for less than 60,000 yuan in total, and I feel extremely happy."

The reason why Autohome Financial Festival is so popular among users is that the benefits it offers are affordable and novel. For example, for the purchase or replacement of new cars, Autohome offers huge discounts of up to 6,000 yuan interest-free, up to 2,000 yuan cash subsidies, and up to 90 days of interest-free credit loans; for the purchase of affordable second-hand cars, Autohome offers 2,000 yuan discount coupons, and offers cashback subsidies, discount coupons, red envelopes, etc. for each product line, with a total of up to 10 million yuan in benefits; for car use, Autohome also jointly launched the Autohome-Ping An Bank co-branded card with Ping An Bank, cardholders can enjoy a 12% discount on gas, and can also get 1.1 million yuan of full vehicle personnel accident insurance and roadside assistance (worth 300 yuan/time) services, which can be said to be a lot of benefits.

Men born in the 1980s are the main consumers of auto finance

As a leading domestic automobile service platform, Autohome has a large amount of user data and accurate data analysis, and conducted a user portrait analysis for this financial festival, providing crucial reference data for the development of the industry.

From the perspective of the purchasing population, male users are the absolute main force of the Autohome Finance Festival, among which young male middle-class (quasi-middle-aged) have become the new purchasing power, accounting for 90% in total; the age of users is mainly between 27 and 35 years old, accounting for about 50%; the education level of users is mostly college and undergraduate, exceeding 50%; nearly 40% of the visiting users are interested in car models within 100,000-200,000 yuan, and more than 30% are concentrated in 200,000-500,000 yuan. It can be seen that the automotive finance market is characterized by male, young and highly educated. In the future, with the continuous improvement of the career and income of the target group, the automotive finance market is expected to usher in sustained growth.

From the perspective of the regional market, the automobile market in first-tier cities is becoming saturated, and the potential market in the future is urgently needed to sink. The provinces with the most visiting users are distributed in economically and populous provinces such as Guangzhou, Jiangsu, Shandong, Henan and Zhejiang. It can be imagined that the market in second- and third-tier cities will continue to show a growth trend in the future.

From the perspective of product preference, the head effect is obvious, and the brands preferred by visiting users are concentrated in the top 20, accounting for more than 70%, covering high, medium and low-end cars.

Industry insiders said that the penetration rate of domestic auto finance is still far behind that of mature auto markets in developed countries, and there is still much room for development in the future. In terms of developing auto finance, Autohome is also accelerating its layout. At the end of February 2018, it appointed Shao Haifeng, an Internet finance "veteran" from Ping An Group, as the company's new president, in charge of financial business. With the support of Ping An Group in terms of traffic, financial resources and big data, I believe that Autohome's financial business is worth looking forward to in the future.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.