Since the early 1980s, GPS products have changed from civilian supplies to civilian goods. After nearly three decades of development, GPS is further moving towards the mass market consumer communication products, especially in car GPS. During the five years from 2006 to 2010, the annual sales volume of vehicle-mounted GPS rose rapidly from 303,000 units to 3.427 million units, with an average annual increase rate of 62.4%.
However, even if the car GPS market in China has developed so rapidly in recent years, compared with developed countries such as Europe and the United States, there is still a big gap in our country. The penetration rate of on-board GPS in developed countries in Europe and America is as high as 60%, while that in China is only around 10%. As far as consumer demand is concerned, according to the latest survey conducted by Zero Research Group, 55.9% of the population have demand for on-board GPS during daily driving. Therefore, for on-board GPS manufacturers, this market still has huge room for development. What will be the development trend of China's car GPS products? Zero Research Consulting Group recently conducted a survey of 1,110 samples in the first, second and third tier cities across the country. The survey results showed that:
First of all, from a product function point of view, 59% of consumers' functional requirements for on-board GPS are no longer just basic query functions. The first basic functions such as precise positioning, path search, and voice navigation are no longer able to satisfy consumers. In particular, the needs of urban consumers, and the car GPS system has gradually become a comprehensive product with business functions such as playing music, movies, entertainment functions and processing files.
Secondly, from the perspective of product sales channels, most consumers still prefer a more convenient way, that is, they want to have a GPS system with the car when it leaves the factory. In this survey, this proportion of the total population accounted for 64.9%. At the same time, there are still a few (13.5%) consumers who hope to install themselves after the car purchase. The other 20.7% of consumers think that they can accept both methods.
Again, from the perspective of acceptable prices for consumers, most consumers are willing to spend more to choose vehicles equipped with GPS, of which more than half (57.6%) of consumers can accept prices of 2,500 yuan or less. There are 18.0% of consumers can accept the price between 2500 ~ 3,000 yuan, while 6.3% of consumers are willing to spend more than 3,000 yuan to choose GPS-equipped vehicles.
Finally, from the perspective of consumer demand, more consumers recognize the benefits of GPS navigation. In this survey, 55.9% of consumers have demand for GPS navigation, and only 27.0% of consumers said they do not need GPS navigation, and 17.1% of consumers do not know whether they need GPS navigation.
In summary, Chinese consumers have a huge demand for on-board GPS, but their requirements have also been increasing. At the same time, there are many car GPS manufacturers in China, and the competition is extremely fierce. In the face of increasingly rational consumers, manufacturers can only fully meet the needs of users, research and development products that fit the domestic market and the characteristics of the Chinese people's consumption, combined with a comprehensive after-sales service system to build, it is possible to make a difference in this area!
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