——Copyright reserved by Bicheng digital——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
——Copyright reserved by Bicheng 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
——Copyright reserved by Bicheng digital——Porsche DTC Digital Background and Competitor Insight保时捷DTC数字化背景及竞品洞察
——Copyright reserved by Bicheng digital——These trends are already being reflected in the luxury automotive segment. McKinsey research shows that China’s luxury-car buyers, who are used to e-commerce platforms that offer innovations such as one-click purchases, want their cars to integrate seamlessly with local digital offerings and ecosystems (source: McKinsey July 2022). Also, according to McKinsey, 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). McKinsey’s research indicates that nearly 80% of luxury-vehicle customers are looking for a seamless, omnichannel experience, with consistent interactions across departments. They want OEMs to deliver frictionless, on-demand service, with 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: McKinsey July 2022). Data shows that as choices and channels increase, brand trustworthiness is more important to consumers than ever (source: McKinsey May 2020). Relatedly, the majority of luxury OEMs are looking to progress from the wholesale dealer network channel to direct-to-consumer (“DTC”) or even retail ownership in order to enable them to own the customer experience from end to end, and fully personalize the customer relationship to ensure a seamless omnichannel journey (source: McKinsey July 2022). The Group expects demand for luxury and customization to increase as a greater number of HNWIs drives consumers to demand higher specifications and unique or personalized features to distinguish their vehicle from others.中国市场销售收入贡献占全球保时捷收入份额32%中国市场消费者平均年龄40岁以下中国女性消费者在总消费人群中占比超过50%70%的用户希望通过新渠道和新方式体验产品和服务Luxury品牌希望DTC，提供端到端客户体验和个性化客户关系32%4050%70%majority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↓
——Copyright reserved by Bicheng digital——*数据来源：汽车之家购车人群年龄结构变化女性用户年龄结构年轻人群占比逐年提升➢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，增幅超同龄男性年轻女性购车群体占比上升，增幅超越同龄男性女性✓更强的购买力✓更强的决策影响力✓应为车企更需重点关注的TA人群购车行为演进...
