How to view cars on Tmall: analysis of hot topics and car buying trends on the Internet in the past 10 days
With the popularization of digital consumption, online car viewing has become an important part of consumers' car purchase. As the leading e-commerce platform in China, Tmall’s automotive channel has recently attracted much attention due to the “618 Big Sale” and the new energy vehicle craze. This article will combine the hot data of the entire network in the past 10 days (as of June 2023) to analyze the core trends and practical strategies for watching cars on Tmall.
1. Top 5 hot automotive topics on the Internet
| Ranking | Topic keywords | heat index | Related platforms |
|---|---|---|---|
| 1 | New energy vehicle subsidy policy | 98,000 | Weibo/Douyin |
| 2 | Tmall 618 car purchase benefits | 72,000 | Tmall/Autohome |
| 3 | Self-driving technology controversy | 65,000 | Zhihu/Bilibili |
| 4 | Used car live streaming | 59,000 | Kuaishou/Taobao Live |
| 5 | Cross-border co-branding of automobile brands | 43,000 | Xiaohongshu/WeChat |
2. The core advantages of Tmall Car Viewing
1.Visualization service upgrade: Tmall has launched the “3D Car Viewing” function, covering more than 80% of popular models, allowing users to view interior details in 360°.
2.The live broadcast ecosystem is mature: There are over 50 brand official live broadcasts every day, providing one-to-one online Q&A. Brands such as BYD and Tesla have an average of more than 100,000 views per game.
3.Financial solutions are transparent: Supports online price comparison, and the installment car purchase interest rate is as low as 2.99%, saving more than 15% in costs compared with traditional channels.
3. Comparison of sales data of popular models (Tmall platform)
| Vehicle type | TOP3 models | Booked quantity (units) | Average discount strength |
|---|---|---|---|
| New energy vehicles | BYD Dolphin/Tesla Model Y/Wuling Hongguang MINI EV | 4,821/3,956/5,207 | 15% off + free charging station |
| Fuel vehicle | Honda Accord/Volkswagen Lavida/Toyota Corolla | 1,532/1,897/1,421 | 22% off + free maintenance |
| luxury car | BMW 3 Series/Mercedes-Benz C-Class/Audi A4L | 683/597/512 | 10% off + financial discount |
4. Consumer Behavior Insights
1.Decision cycle shortened: Tmall data shows that the average decision-making time of users through the AR test drive function is only 12 days, which is 60% shorter than offline.
2.Service demand upgrade: 72% of users will give priority to brands that provide "car delivery to doorstep for test drive" service, and the number of clicks on this feature increased by 210% week-on-week.
3.Word of mouth has a significant impact: The conversion rate of content with the "real car owner certification" label in the car model evaluation area is as high as 38%, which is far higher than ordinary evaluations.
5. Practical Car Viewing Suggestions
1.Make good use of price comparison tools: Tmall’s “Car Model PK” function can compare the parameters of 5 models and supports customized filtering conditions.
2.Pay attention to limited time benefits: During the 618 period, large coupons will be issued at 10:00/20:00 every day, and government subsidies can be added to some models.
3.Verify offline services: It is recommended that after locking in the discount online, you can make an appointment for offline experience through Tmall’s “in-store verification” function to avoid information asymmetry.
Currently, Tmall Kancar is reconstructing the automobile consumption link through technological empowerment. Whether it is the explosive growth of new energy vehicles or the deep penetration of live broadcast scenes, online car purchasing has become an irreversible trend. It is recommended that consumers flexibly use platform tools to achieve efficient decision-making based on their own needs.
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