保时捷品牌官方小程序及APP运营方案

PORSCHE OMP&APP OPERATION SOLUTION保时捷官方小程序及APP运营方案新的消费者沟通方式塑造历久弥新的保时捷品牌经典，时刻创新DIGITAL目录Porsche DTC Digital Background and Competitor Insight保时捷DTC数字化背景及竞品洞察Porsche OMP&APP Operation strategy保时捷OMP&APP运营策略Porsche Team Structure保时捷项目服务团队配置口▣只5二H三DIGITALPorsche DTC Digital Background and Competitor Insight保时捷DTC数字化背景及竞品洞察S6T2991面临最大市场的新变化，面向消费者需要更好的体验和新的客户关系DIGITALProspectus dated September 19,202232%中国市场销售收入贡献占全球保时捷收入份额32%40↓口▣口写二H三中国市场消费者平均年龄40岁以下These trends are already being reflected in the luxury automotive segment.McKinsey research shows that China's luxury-50%中国女性消费者在总消费人群中占比超过50%car buyers,who are used to e-commerce platforms that offer innovations such as one-click purchases,want their cars tointegrate seamlessly with local digital offerings and ecosystems (source:McKinsey July 2022).Also,according toMcKinsey,consumers factoring sustainability into buying decisions helped drive EV sales globally up 43%in 2020(source:McKinsey Quarterly April 2021).In 2021,the average age of the Group's new car buyers in China was under 40(source:Company data).70%McKinsey's research indicates that nearly 80%of luxury-vehicle customers are looking for a seamless,omnichannel70%的用户希望通过新渠道和新方式体验产品和服务experience,with consistent interactions across departments.They want OEMs to deliver frictionless,on-demand servicewith 83%expecting immediate engagement when contacting a company.Nearly 70%of customers want new channels and new ways to obtain existing products and services (source:McKinseyJuly 2022).Data shows that as choices and channels increase,brand trustworthiness is more important to consumers thanever (source:McKinsey May 2020).Relatedly,the majority of luxury OEMs are looking to progress from the wholesaledealer network channel to direct-to-consumer ("DTC")or even retail ownership in order to enable them to own themajoritycustomer experience from end to end,and fully personalize the customer relationship to ensure a seamless omnichannelLuxury品牌希望DTC,提供端到端客户体验和个性化客户关系journey (source:McKinsey July 2022).The Group expects demand for luxury and customization to increase as a greaternumber of HNWIs drives consumers to demand higher specifications and unique or personalized features to distinguishtheir vehicle from others.中国汽车消费人群变化DIGITAL>购车人群平均年龄呈年轻化趋势，30岁以下年轻用户占比提至27%(+3pt),增幅明显：>女性购车比例稳步提升至34%(+3pt)，集中40岁以下：>年轻女性购车群体占比上升，增幅超同龄男性购车人群年龄结构变化更强的购买力更强的决策影响力0011%1%11%11%10%11%51岁以上强烈的购车意鹏强大的家童决前力80%2%26%24%23%21%41-50岁82%女性认为胸车是生活必须54%的男性车受家概伴但影响较大60%·更痛顿的车辆置换·更的社交是力女性41%409%31-40岁√更强的购买力44%42%40%选舞5年内换车的女性占此达47%4680%女性娜意把车直接推荐始用友年轻人群占比逐年提升(男性为52%)√更强的决策影响力69%,雨男性古比8%1√应为车企更需重点关注的TA人群20女性用户年龄结构24%27%27%21-30岁16%22%0%1-20岁201720182019202021202个⑦供年轻女性购车群体占比上升，增幅超越同龄男性48%女性认为白己响车时更横向于绰合考芳体整、感安、值支付道的国济。购车行为演进女性具有较深的社交属性49%女性表示哪意在网上分卓购车心得决策阶限更加依输社交瓦动课道√特征：“感性、社交、谨慎√体现：贯穿consumer joumey各环节©√高价位段市场增长购车擦程中，。更加注重隐私保护，倾肉53%女性更愿意基于平台影号与销售沟到岁以上干直与富方原户对话不形配离及面商形度特征期201720t保时捷车主人群画像：年轻化、一线城市、高净值人群(HNWs)DIGITAL性别年龄人生阶段■保时捷车主86%■行业女性30%41%28%27%25%25%21%56%男性腰鞋17%15%41%36%59%20%7%1