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Service wish list for post-80s car owners

Pan Qianyi

Research Director, Customer Satisfaction Research

Auto 27.08.2015 / 10:30

Small car on map full

They believe that cars are vehicles of technologies. If cars can keep upgrading themselves, then it should happen to after-sales services as well.

Once upon a time, China's post-80s were labelled as "self-centred, big ego, low buying power". But it was "once upon a time". Now this generation has become the backbone of Chinese society, many of whom being newly married or just becoming parents. A large number of them have bought cars or are buying their first cars.

In recent years, brands have done numerous researches to understand what car positioning, designing and marketing approaches can win over this generation. But the fast expansion of post-80s car owners has created a growing gold mine in the after-sales service market itself.

According to TNS Sinotrust's research, post-80s generation car owners' characteristics include:

  • Most of them are driving their first car;
  • Many of them are employees, but quite many of them are already in managerial roles or have started up their own businesses;
  • They have settled down in their lives and child is the focus of their family lives;
  • Their average salary is three to four times that of average salary of the whole Chinese society;
  • They are willing to try new technology and products;
  • They are relatively less sensitive to prices and are willing to pay for value-added services for after-sales services.

TNS Sintotrust has also found three directions of post-80s' demand for after-sales services:

Scale: Small and close, or big and complete

Post-80s generations are used to fast-paced lives. They are "busy at work and taking care of families, and at the meanwhile trying to save some time for myself". For them, it is a huge waste of time to wait at car dealers' shops during car repairing. They wish dealer shops could be found near their homes. "It doesn't have to be very big -- just the size of a convenient store -- but should be able to offer the most basic services." Then they can drop cars there and walk home to do their things.

Of course, quite many of them realize it is impossible to have dealer shops near everyone's home. So they envision a future when dealer shops can join together with theme parks, scenic spots, entertainment venues, SPAs and shops in a huge complex. While their cars are being repaired, instead of waiting, they can spend time by shopping, dining, going to cinemas and spending time with their kids.

Configuration: Technology-empowered and connected

Post-80s generation grew up with technology and Internet. They believe that cars are vehicles of technologies. If cars can keep upgrading themselves, then it should happen to after-sales services as well. They will be ensured of the quality and transparency of the services if dealers can design apps to enable them reserve maintenance time, remind them to replace or clean spare parts through remote monitoring software, check maintenance process, cost and video in real-time, as well as share their comments on the quality of services. These apps are also likely to replace phones to become the main communications channel between dealer shops and car owners.

Service: More possibilities

Post-80s like to express themselves. They think cars should not only reflect their status, but also their tastes. In terms of after-sales services, they wish dealers can offer as many customization options as legally possible to personalize their cars in a more fashionable way.

Additionally, given the most important demand is "time-saving" because they are "very busy", they wish dealer shops can offer more value-added services, such as picking up cars from homes, carrying out maintenance services at car owners' doorstep, and paying insurance, tax and traffic ticket fines on behalf of them.

Summary

From our research, we can see that as post-80s generation become more sophisticated in their lives, they have made a very clear wish list and a set of rules for after-sales services and, most importantly, are very willing to pay for services that they desire. Are you ready to serve this new generation of customers?

Source: Kantar TNS Siinotrust

Editor's notes

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