In the automotive industry, consumer trends dominated by younger people have arrived. (Figure: A subway advertisement that recently broke the circle of friends) What are the common features of car owners under 30? 1. Changes in consumer attitudes Unlike after the 60s and 70s, for young owners who are mainly after 80s and 90s, the “asset†attributes of cars are getting weaker and weaker. Instead, they are used as a means of transportation to become a common item in consumer goods, so this part of the car owners is The energy and costs spent on vehicle maintenance and repair are also less and less, and consumption capacity is weak; 2. Changes in consumption habits After 80 and 90 years as a generation growing up with the Internet, they are better at grasping and making use of information and intelligent tools such as the Internet, so that they can start to grasp the initiative of information! The unreasonable extra income and profit brought about by the opaque and asymmetric information used by auto service stores have been broken. A very common scene is that with the continuous development of e-commerce platforms such as the Touhou and Auto Superman, before the car owners consume in the stores, they first check the prices of the parts online, or simply buy the parts online and only do the installation service in the stores. How do stores catch young owners? Based on changes in consumer groups, attitudes, and habits, it is not difficult to predict that future owners will spend more money and effort on vehicle repairs and maintenance. In this case, on the one hand, the existing auto service stores are facing the cost pressure of rent and artificial increase, while the other end is facing pressure from the consumer side! (1) Optimizing the cost structure: Optimizing the supply chain, especially chain stores, and cooperating with service providers and high-quality suppliers, it is necessary to build an intelligent and efficient supply chain system; (2) Improve operational efficiency: Through the optimization of the supply chain and the establishment of a talent system, etc., the operating efficiency of the stores will be improved, and the efficient coordination and operation of store staff and services will be ensured; (3) Improve customer service experience: Abandon the previous business concept of using accessories to earn major profits, and provide vehicle owners with transparent, assured, and professional services. How to seize the owners under the age of 30, some stores are already in action! AC Car interviewed several shop owners on this topic and listened to their opinions and practices. Shanxi Province: 85% of store customers are under 35 years old The Haohe Provincial Automobile Service Chain from Taiyuan, Shanxi Province, currently operates 9 direct sales stores in Taiyuan, and is mainly responsible for express repairs. Good and provincial boss Yuan Ju told AC Motors that the establishment of the store was initially targeted at “under 35†owners. At present, over 85% of the entire store’s customer structure is under 35. “We are all very clear about this wave. People will soon be the main force of consumption." In order to attract young owners, Yuan Ju introduced two small details. One is the speed of the store's wireless network. These young people are all "mobile phone family." They have to wait for the time of the store to either play games, watch videos, or deal with something. The demand for the network is very large. "A good wireless network environment." It is the basis for visitors." In addition, the customer traffic of each new store in Haohe province is basically from the Internet platform of the US Mission and the public comment. “This is very effective in attracting young car owners.†Sichuan Classic: Planned for young people to enter the middle and high levels The CEO of Sichuan Classic Car Service Chain believes that the store's consumption research and comparison for the post-90s show that: (1) After 70 and 80, they are more inclined to spend under the physical line. After 85 and 90, they prefer to search for information online and use online reviews to make consumption decisions. (2) After 70 and 80, they are more willing to conduct large-scale long-term consumer behavior (for example, purchase of annual cards), and after the 85th and 90th, they are more willing to look for more favorable and well-reviewed information online; (3) After 90, the employee is a car racer. Before the 80s, more than half of them were making money to buy a car. To this end, Classics does different company operations and store marketing strategies based on the characteristics of the crowd: (1) Short-term, temporary online promotions for younger generations; facts show that most consumers are after 90; (2) The management is younger. At present, employees accounted for more than 50% after the Classic 90. The team has consciously and plannedly made new generations of employees into the middle and higher levels. “We also want more young people to enter the management and even decision-making after the 90s. Layers, because they can better understand their own groups; managers before 80 can realize the changes of the times, but it is difficult to truly understand without personal experience.†Chijia: The revolutionary changes in the way consumers communicate! Vice President of Michelin (China) Investment Co., Ltd. and Yu Jia, general manager of Chiga Motor Service Center, said in an interview with AC Auto that with the rejuvenation of the vehicle consumer class, there are two consumer trends in the future that are irreversible. (1) Changes in the route of transmission brought about by the rejuvenation of the consumer class. “Not the same as the demand after the 60s and 70s. Younger consumers are using more new technologies, digital tools, and platforms. So when we build brands, Will pay more attention to brand word-of-mouth communication." In its opinion, the development of the automotive service industry has not revolutionized the technology of the car itself, and the consumer's communication and communication channels have undergone tremendous changes. (2) Young car owners are more willing to pay for “service and experienceâ€. Previous stores may fight for products, accessories, and supply channels. Good products can win the trust of owners. With the continuous development of e-commerce and other channels, it becomes easier for consumers to obtain genuine and good products. "The experience and service" is the core of differentiated competition. In addition, young car owners are willing to recognize the value of “servicesâ€. This conclusion has become obvious in hotels, tourism and other industries, and this is also happening in the automotive service industry. ThermicTransfer Customized aluminum bar plate(plate-fin) heat exchanger is the most amazing is that you have met. Plate-Fin Heat Exchanger,Fin Tube Heat Exchanger,Plate Fin Heat Exchanger Design,Brazed Plate Heat Exchanger Xinxiang Zhenhua Radiator Co., Ltd. , https://www.thermictransfer.nl
The automotive consumers in China have undergone great changes in recent years. From the perspective of the age structure of consumers, a research report points out that the population after the 80s has already constituted half of China’s auto market, accounting for 54% of the total, and 30 years of age. The proportion of the following population has also exceeded 30%, reaching 36%; on the other hand, the consumption peak of consumers over the age of 31 has passed and has entered the stage of relatively slow growth of the stock market. 
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