Joint study by BASF and Tongji University: when it comes to color, Post-95s in China love black
- Preferences of Chinese university students reveal evolving consumer behaviors, future automotive trends
Hong Kong / Shanghai, China / Tokyo, Japan – August 23, 2016 – A new study by BASF and Tongji University College of Design and Innovation shows that “black is the new black” among post-95s in China. The study, which surveyed 100 Tongji University students born after 1995, focused on lifestyle, color and car preferences, all of which are important trend indicators for the automotive industry. The findings will be further analyzed and incorporated into BASF’s annual color trend forecasts.
“As a coatings supplier and color expert, we provide our automotive customers not only with up-to-date color intelligence like our annual automotive color trend, but also value-added services such as end-consumer analysis. China is an important retail market for the automotive industry, and we therefore offer insights into local preferences for cars and automotive color design in the context of Chinese ideology and values,” explained Chiharu Matsuhara, Chief Color Designer at BASF’s Coatings division in Asia Pacific. “Tongji University is one of the key universities in China, with an internationally-oriented, intelligent student body. We see great value in working with Tongji University on this research.”
“The students in this research sample represent tomorrow’s middle class in China: well-educated, with mature minds and strong cultural awareness, they will shape the future consumer landscape. If we understand their lifestyle and their preferences for cars and colors, we can predict their consumer preferences and the behaviors that will impact upcoming automotive trends,” said Wenqing Yang, associate professor, College of Design and Innovation, Tongji University. “This is the first time for us to work with BASF and we are deeply impressed by their passion for colors. The joint project benefits both parties and we look forward to further collaboration.”
Some key findings:
“Black is the new black”: Represents low-key, chic, calm and stylish attitudes
Although sales of rose gold smartphones skyrocketed last year, it is not necessarily true that “pink is the new black”, at least not in this study. The respondents chose black as their favorite color as it represents a low-key, chic, calm and stylish attitude. Unlike their elders, post-95s do not see black as a symbol of prestige and class.
Appearance is the key second to price; ECO cars gain popularity
When it comes to car preferences, the SUV (sport utility vehicle) remains a popular choice, especially among female respondents. Among male respondents, around 20 percent prefer sports cars. The findings also show that respondents prefer ECO cars (electric or hybrid vehicles) to conventional gasoline-powered cars, as they increasingly value the importance of environmental protection when making car purchase decisions.
The top factor influencing car purchase decisions is price, closely followed by appearance. As price is not a controllable variable at this stage for post-95s, appearance, which refers to the car’s design including color, is then considered as an important decision-making factor. The findings will allow BASF to draw conclusions and implications on the importance of design when future car owners make their purchase decisions.
About BASF’s Coatings division
The Coatings division of BASF is a global expert in the development, production and marketing of innovative and sustainable automotive OEM and refinish coatings, industrial coatings and decorative paints. We create advanced performance solutions and drive performance, design and new applications to meet our partners’ needs all over the world. BASF shares skills, knowledge and resources of interdisciplinary and global teams for the benefit of customers by operating a collaborative network of sites in Europe, North America, South America and Asia Pacific. In 2015, the Coatings division achieved global sales of about €3.2 billion.
Solutions beyond your imagination – Coatings by BASF. For more information about the Coatings division of BASF and its products, visit www.basf-coatings.com.
About BASF
At BASF, we create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility. The approximately 112,000 employees in the BASF Group work on contributing to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio is organized into five segments: Chemicals, Performance Products, Functional Materials & Solutions, Agricultural Solutions and Oil & Gas. BASF generated sales of more than €70 billion in 2015. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (AN). Further information at www.basf.com.
