The 8th China Auto VOC+ Seminar and Award Ceremony 2024 took place in Beijing.

On December 12th, Car Quality Network and Car Research co-hosted the 8th China Auto Customer Voice (VOC+) Seminar and Award Ceremony in Beijing. The event focused on "Backstab · Catering" and released four key reports: 2024 complaint analysis, passenger vehicle user complaint behavior, after-sales service satisfaction, and automotive service status. Industry experts discussed strategies to enhance user experience and build a sustainable automotive service ecosystem. Winners of the China Auto After-sales Service Outstanding Contribution Award and VOC+ series awards were also announced. 

Tang Weiguo, Chairman and President of Car Quality Network and Car Research.

Tang Weiguo, chairman and president of Car Quality Network and Car Research, noted in his speech that data from Car Quality Network for the first 10 months showed a significant increase in complaints about perceived rights violations among used car owners, totaling nearly 30,000 cases. These complaints accounted for over 20% of all complaints during this period. "This means one in five complaints involves used car consumers feeling their rights were violated, a trend never seen before." 

When consumer rights are affected by changes in manufacturers' policies, Tang Weiguo believes the key to resolving this issue is to align with users' needs and market trends. This involves finding a balance that benefits both new and old car owners while ensuring services meet genuine user expectations.

In addition, Tang Weiguo also introduced Car Research's special study on the overseas online influence of Chinese automotive brands. This research integrates technologies like text mining, NLP, machine learning, and sentiment analysis to build a multi-dimensional evaluation system covering brand cognition, popularity, and communication effects. The latest results for the Southeast Asian market will be released in May next year.

Xing Haitao, the Party branch secretary and secretary-general of the National Federation of Industry and Commerce Automobile Dealers Chamber of Commerce, notes that China's automotive industry has entered an era of intense competition. This year, mainframe factory profitability has declined, dealers face increased operational pressure, and consumers experience mixed feelings due to policy subsidies and price wars. He adds that the market is in a phase of fluctuating and slow growth, with potential for further development. Going forward, the state is expected to guide the market appropriately, factories will focus on producing quality products, and the industry will strive for win-win development. 

Cui Dongshu, secretary-general of the Passenger Vehicle Market Information Joint Committee of the China Automobile Dealers Association, noted that global automotive trends are diverging. Markets in Europe, America, Japan, and South Korea are contracting, while those in China and India are rebounding. New energy vehicles (NEVs) are thriving, with China leading globally: it accounts for 60% of pure electric vehicles and 80% of plug-in hybrids. In China, consumers upgrading or replacing vehicles are now the primary drivers of new car sales, while mid-to-high-end demand is growing. By 2025, domestic plug-in hybrid and extended-range vehicle sales are expected to surge. However, external economic uncertainties may impact the export potential of these vehicles. 

During the report release, the "2024 Car Quality Network Complaint Analysis Report" showed that from January to October, Car Quality Network received 143,990 valid complaints. Over half were from domestic brands. Plug-in hybrid models and "Other Issues," particularly price changes, became new complaint growth areas, with "Other Issues" increasing by 74.7%. Multiple repairs also emerged as a new service issue complaint point. 

Li Xi, executive vice president and chief editor of Car Quality Network, expects the total number of valid complaints in 2024 to exceed 170,000. From January to October, the brand complaint response rate was 96.5%. Most car companies are now responding more promptly and efficiently to owner feedback. 

The "2024 Research Report on Complaint Behaviors of Chinese Passenger Vehicle Users" indicates that the industry average Customer Complaint Relief Index (CCRI) for passenger vehicles reached 375 points in 2024, reversing a four-year downward trend. The strategy of trading volume for price tends to generate complaints, and mishandling can negatively impact sales. User complaints have become more rational, focusing on issues like poor configuration, technology, and service experience. Satisfaction with complaint handling has improved, and users now prioritize compensation over emotional demands such as apologies or care. 

According to the "2024 China Passenger Vehicle After-sales Service Satisfaction Research Report", this year has seen a decline in both the process execution rate and service satisfaction for overall after-sales service, posing an ongoing risk. Luxury brands perform best, while new force brands struggle with terminal services. Fewer users consistently maintain and repair at 4S stores, with reasons for choosing 4S stores becoming more diverse and pragmatic. Frequent use of brand apps enhances user after-sales service satisfaction. 

Zhang Zhaohu, senior vice president of Car Quality Network, presented the "Research Report on China's Automobile Services". He noted that this year, overall service-related complaints have decreased compared to last year. Complaints about system upgrades, discrepancies in advertising, and failure to deliver vehicles as contracted have been reduced. However, complaints regarding new issues from repairs and unresolved problems have increased. Manufacturers' adjustments in pricing, configurations, and model revisions are not intended to harm customers. Despite quicker responses to complaints, resolution remains challenging, with nearly 40% of complaints being repeated and only a 17% resolution rate for price-related issues. To address this, manufacturers should proactively plan and respond through public relations, customer service, and dealerships, ensuring timely communication and prompt resolutions.

In the salon dialogue session, industry guests, legal experts, and brand marketing experts discussed key topics including automotive service market trends and consumer rights satisfaction. 

Zhang Zhaohu, senior vice president of Car Quality Network, noted that advancements in new energy vehicle technology have led to significant changes in vehicle configurations, especially in infotainment and intelligent driving systems. Older car owners may feel disadvantaged, while potential buyers struggle to choose and experience increased pressure. For car companies, timely upgrades to both software and hardware are crucial to address these concerns.

Ma Qiji, director of the China Advertising Association's Digital Marketing Research Institute, believes that consumers' definitions of cars are rapidly changing. The term "backstabbing" highlights the mismatch between manufacturers' and consumers' perceptions of automotive products. To address this issue, manufacturers should communicate the economic value of their products over time and tackle the current unpredictability surrounding "backstabbing." 

Hao Qingfeng, deputy secretary-general of the Consumer Rights Protection Law Research Society of the China Law Society, stated that rapid product iterations leading to unfair treatment of new and old car owners' rights are unacceptable to consumers and must be addressed by manufacturers. Poor handling can reduce brand satisfaction and loyalty. Manufacturers should proactively assume social responsibility, communicate effectively, and offer reasonable compensation to make users feel respected and valued.

Jiang Suhua, a partner at Beijing Yingke Law Firm and director of the National Product Quality Legal Service Committee, noted that automotive litigation in the intelligent era is shifting towards issues like batteries, fires, and autonomous driving. To prevent escalating conflicts, manufacturers should rationally address consumer complaints, respect their rights expression methods, and respond with clear, warm communication.

The meeting also announced the recipients of the 2024 China Automobile Voice of Customer (VOC+) After-sales Service Satisfaction Award, the After-sales Service Benchmark Brand Award, the Outstanding Contribution Award, and the 2024 Outstanding Contribution Figure in After-sales Service.