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
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
Configuration: Technology-empowered and
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
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.
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