As china's auto market ushers in a phased adjustment, and Chinese users are becoming more and more mature, the relatively lucrative after-sales service will be coveted by more participants, and its importance will increase day by day.
We urgently need to better understand the overall situation of after-sales service, the market performance of specific sectors and specific brands, user feedback and other basic conditions, and we also need to pay close attention to exploring the impact of new products such as electric vehicles, new channels such as direct sales, and new technologies such as OTAs on after-sales service.
The rapid recognition of OTA services will have a profound impact on the after-sales service of the auto market
Specifically, in the past year, the majority of Chinese users have been satisfied with the remote software upgrade OTA, reception attitude, working hours and costs of mainstream car brands, among which OTA is a new service model. In the past two or three years, Tesla, Weilai, Ideal and other cutting-edge car companies have fueled the rapid follow-up of mainstream car companies such as Geely, BYD, and great wall to jointly promote the popularization of OTA; for a long time, although car companies have a high degree of control over dealers, but in the face of lucrative after-sales service, car companies can only hope to quench their thirst, even if SAIC-GM, SAIC Passenger Cars and many other car companies have actively tried to build an independent after-sales system, but there are few successful cases, repair, maintenance, insurance and other specific after-sales service projects, Still highly controlled by the dealer-led offline 4S store system; intelligent technologies such as OTAs have not only improved the recall efficiency of car companies, reduced the time for users to come to the store, but also opened up the online and offline chains, accelerated the intelligent upgrading of the aftermarket, strengthened the control of car companies on the aftermarket of the twilight, and even opened up a new path for car companies to lay out derivative businesses such as auto insurance... From 2021 to 2025, intelligent technologies such as OTAs will become strategic projects for the majority of car companies to "win the terminal" and promote the great changes in China's automotive aftermarket.
The good attitude should be continuously consolidated, and the door-to-door pick-up and delivery of the car, the return of old parts, etc. should be actively improved
In 2021, the majority of users who are satisfied with the official service outlets of automobile brands pay more attention to the reception attitude, reservation, and clear price marking, among which the reception attitude is among the best. It can be seen that the 4S shop is worse, can not be worse "smile", these days may be a little difficult, but the "smile" should always be there; the attention of dissatisfied users is concentrated on not going to the door to pick up the car, no scooter, no initiative to return the old parts, etc., of which there is no door to pick up the car. In the mature car markets in Europe and the United States, door-to-door delivery cars, scooters, etc., have long become mainstream services, but in the past two decades, China's 4S stores have few similar services, let alone expect to have free; although users are very satisfied with the OTA as a whole, but they are not satisfied with the attention of users, car companies should actively deal with the series of new problems such as reduced endurance and crashes derived from OTAs in accelerated popularization.
Male, middle-aged, high-income, highly educated and other users have higher requirements for after-sales service
The after-sales service satisfaction of different users varies greatly: male satisfaction in 2021 is 90.9%, significantly lower than that of women; the satisfaction of high-income users (300,000 yuan and above after family tax) is significantly lower than that of middle- and low-income users; the satisfaction of middle-aged users (35-55 years old) is significantly lower than that of young and elderly; the satisfaction of graduate users (master's/doctoral) is significantly lower than that of other academic users; at present, China's electric vehicle consumption is mainly female. Objectively, it is conducive to electric vehicle brands to improve after-sales service satisfaction; luxury brands are mainly high-income, middle-aged users, and objectively put forward higher requirements for luxury brands to improve after-sales service satisfaction; Chinese brands are mainly middle- and low-income families, which is objectively conducive to Chinese brands to improve after-sales service satisfaction.
High value-added industries, high-end business people, etc. have higher requirements for after-sales service
From the perspective of the industry, the culture, sports and entertainment industry, the satisfaction with the after-sales service of mainstream passenger car brands is higher, the satisfaction with special industries such as energy, manufacturing, mining and other special industries is low, and the satisfaction of high value-added industries such as finance and internet that are dominated by mainstream family cars is not high; from the perspective of occupation, artists, clerical, unemployed and other people have higher satisfaction with the after-sales service of mainstream passenger car brands, and high-end business people who use more brains and think more rigorously in consulting, analysis, middle and senior management, marketing, etc., have lower satisfaction with after-sales service.
The majority of Chinese users are still relatively recognized by the official authorized after-sales service system of 4S shop-based automobile brands, and the overall satisfaction in 2021 is as high as 91.13%, and they are more satisfied with specific sectors such as OTA, reception attitude, and clear price marking of working hours.
In 2021, Honda will lead the after-sales service satisfaction ranking of mainstream passenger car brands, continuing its excellent service tradition. The after-sales satisfaction of many Chinese brands such as Haval, Hongqi, Baojun, Euler, and Chang'an has jumped to the forefront. The after-sales service satisfaction of most overseas ordinary brands such as Volkswagen, Hyundai, and Buick is not outstanding, and even falls out of the TOP20. Although the sales of traditional overseas luxury brands are good, the satisfaction of after-sales service is not good.
Around after-sales service, electric vehicle companies are actively trying and making mistakes in new business models. From 2021 to 2025, not only electric vehicles will accelerate the popularization, but also fuel vehicles will accelerate the process of intelligence and electrification, and actively test the water (quasi)direct sales channels. The essence of any new business model is to re-divide business interests. After-sales service with new technologies, new products, new channels and other scenarios to achieve the largest commercial realization will become the core battlefield.
From 2021 to 2025, with the continuous increase in sales of electric vehicles, the impact of Tesla, Weilai, Ideal and other related car companies on the competitive landscape of China's auto market will enter a substantial stage. Traditional overseas luxury brands such as ABB should not be busy making quick money, and urgently need to optimize after-sales service. The new strategy of the Chinese brand Three Musketeers should actively link up after-sales service and should not follow the cat and draw the tiger.