According to a report on the number of car ownership issued by the Traffic Management Bureau of the Ministry of Public Security, as of the end of 2016, the number of motor vehicles in the country reached 290 million. Every year, Chinese car owners spend about 5,000-6,000 yuan on car maintenance. It is estimated that the size of China's auto aftermarket in 2017 will exceed RMB 1 trillion.
“It’s easy to buy a car and it’s difficult to keep a car” is a common problem for car owners. 4S shop is still the preferred channel for car owners, but according to the statistics of China Consumers Association, in 2016, the National Consumers Association complaints and consultation information system recorded a total of 15,247 complaints about the acceptance of automotive products (including parts and components), according to the nature of the complaints, including after-sales 4164 service complaints, 3748 contract complaints, 3670 quality complaints, 486 price complaints, 69 security complaints, 182 false publicity complaints, 144 counterfeit complaints, 13 personal complaints, 9 complaints, and 3178 Other complaints Pieces. After-sales service issues, contract disputes and product quality are the main causes of complaints, exceeding 70% of the total number of complaints. The after-sales service has also replaced the quality of the whole vehicle, which has become the biggest problem of complaints.
Some savvy "old drivers" have turned to O2O chains or online platforms. A large number of Internet companies have since entered the automotive aftermarket. The post-market has also experienced rapid expansion from 2014 to 2015 and 16 years of industry integration and baptism, but it is unique in the more fierce 2017 market competition. Only by integrating resources, relying on differentiated competition, and improving user viscosity is the future survival.
The owner is not bad money, the service can't keep up, the low price is difficult to stay. The data shows that 61% of the owners have a routine maintenance on the car for at least half a year, and the average annual consumption of regular maintenance is about 4,050 yuan. As the age of the car rises, the maintenance frequency of the car owners also rises. From 2017 to 2018, the average age of Chinese cars is expected to exceed five years, and the Chinese car aftermarket is expected to usher in new prosperity. However, the after-sales service can't keep up, showing a serious polarization trend, which makes the after-sales service gradually become the hardest hit area for consumers' complaints. The overall situation after the sale is chaotic, resulting in increased after-sales service complaints. For example, the 4S shop has repeatedly repaired the vehicle failure but has never been able to give the cause and solution of the failure; the owner's rights protection approach is difficult, and the manufacturer's attention is low, so the vehicle acceptance time is long, the feedback is weak, and finally the complaint is generated.
At present, some 4S shops still use the past thinking to manage. When dealing with vehicle problems, they are often “small diseases, no disease, no disease”, and even more serious, even deceive consumption, and earn profits from them. Therefore, the transparency of maintenance work has become the user’s after-sales service. One of the basic needs of the service, it is understood that 81.5% of users will ask for maintenance during maintenance. In addition, automotive technicians are the core service providers of automotive after-sales, and the professionalism of service personnel is also an important factor in determining customer experience.
Beginning in 2014, a post-car service started to launch a door-to-door O2O entrepreneurial tide. “1 yuan car wash” and “1 car wash” became the new standard, and various on-site services for maintenance and repair were also born. In 2015 alone, 342 companies successfully obtained financing, and an average of one new company was born every day. However, this “home + high subsidy” model did not retain the hearts of car owners. So far, most of these companies have qiut the market. By 2016, China’s average age has been more than four years. How should these middle-class car owners who have been out of the 4S store choose to maintain their car?
Integrating resources and differentiated services is the king's enjoyment of tasteful and personalized car life. Pursuing quality, personality, efficiency and trend (Internet) is the inner monologue of these owners. Whether it is Internet thinking or traditional thinking, it is necessary to solve the problem of channel and scale. Internet thinking can be used to solve efficiency problems. With "Internet +", how to provide differentiated services and new consumption scenarios is the right way.
Reducing your own costs can help owners save money. By sharing the form of after-sales service, it is possible to obtain the lowest cost and highest reliability to solve the problem of user service. After independence, the market is not economical.
The original car factory should take the initiative to meet the change: first allow or even encourage the 4S shop to open the idle workshop capacity to provide after-sales service for multi-brand vehicles, which will help 4S shop to improve the profitability of the accident car, which is essentially the shared after-sales service provider; After-sales service marketing ability, help 4S shop to retain users, the previous budget used in new car marketing to support after-sales service, can effectively alleviate user loss; finally, integrate insurance, finance, used cars and other resources to coordinate after-sales service Marketing, with the ability that independent maintenance companies do not have the ability to gain a greater competitive advantage.
Change the mindset - from repair to maintenance. The experience of foreign auto manufacturers has found that the core concept of real service is to ensure the legitimate use of users and add value to customers through services. The manufacturer put forward the concept of zero repair in product manufacturing, and the focus of after-sales service turned to maintenance. In addition, it must continue to penetrate through high technology. With the development of technology, the electronic level of automobiles is getting higher and higher, and the warranty of automobiles is becoming more and more complicated. With the use of on-board computers and sensors, faults can be judged in advance, which will greatly reduce the incidence of abnormal failures. The intelligent and personalized maintenance and repair will change the existing 4S service mode, and through online access to maintenance data, diagnostic data, circuit diagrams, repair processes, etc., narrow the differences in access to technical information of maintenance companies of different sizes.
Returning to the essence of service, the road of automobile after-sales still has traces. In 2017, the situation of domestic auto aftermarket is scattered and the level is low. There is still no fundamental change. Although the operation mode is still very backward, the industry continues to develop towards centralized and oligarchy. . In the future, the Internet trend will enter a period of recovery. Investors and operators continue to explore the business model of returning to the essence of services. The innovation and integration of the traditional and Internet models are bound to deepen and penetrate each other.
When the market is not fully mature, opportunities will always coexist with challenges. Although the front is still paved with thorns, it can be seen that many icebreakers are struggling in the field of automobile after-sales, trying to change the status quo of the industry by trying hard. Under the Internet + new business, there are countless possibilities in the future of automobile maintenance. The market entry is in the hands, minds and hearts of every person of insight, and they sprinkle every drop of sweat that is not fully exploited. , will all water new hopes and even civilization. As every small step in the progress of human society, although insignificant, it is of great significance.

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