Fengzhizhi In the coming day, Mr. Wang will drive to travel. His car is equipped with advanced safety equipment such as automatic driving, automatic navigation, and anti-collision. Nowadays, the traditional mechanical parts such as gearboxes, transmission shafts, and brakes have disappeared, and are replaced by a line transmission mechanism. The car is equipped with smart air-conditioning, which uses neuron sensors to determine the command, constitution, and preferences of each passenger in order to supply a suitable air field. Intelligent seat can adjust the most suitable shape according to the characteristics of each occupant The development and application of automotive electronic products is a major hot spot for the transformation of electronic information technology into traditional industries. It not only brings new vitality and vitality to the development and growth of the automotive industry, but also drives the development of the entire information industry. With the rapid development of the automotive market and the rapid increase in the value of automotive electronics, the automotive electronics industry in China will have a huge economic scale effect and become a relatively independent emerging pillar industry supporting the development of the automotive industry. The development of automotive electronics will not only subvert the people’s traditional understanding of the automotive industry, but will also bring new economic growth highlights to China’s economic development, resulting in great economic benefits. The market research and consulting firm Strategy Analytics Inc. predicts that from 2002 to 2007, the overall annual growth rate of the automotive electronic systems market is about 6.7%, which will increase from 106.4 billion US dollars in 2002 to 147.2 billion US dollars. China's vehicle production has grown at an average annual rate of 17% from 1991 to 2001. In 2001, China produced 2.23 million vehicles, and in 2002 it reached more than 3.5 million, and in 2003 it exceeded 4 million. According to statistics from the National Bureau of Statistics, in 2002, the sales revenue of enterprises above designated size in China's auto industry was 562.5 billion yuan. According to the average annual growth rate of 20%, China’s automobile demand will exceed 5.5 million in 2005, and the auto market sales will reach 1,000 billion yuan. Yuan, whose electronic product value content is calculated from 25% to 30%, the market size of automotive electronic products can reach approximately 250 billion yuan to 300 billion yuan. The pace of development of automotive electronics will increase from the current 10% growth rate to 20%. Automotive Electronics Domestic and Foreign Enterprises Game China’s auto electronics market has a market size of 100 billion yuan. Foreign manufacturers have swarmed and domestic companies have been catching up. This competition will never be a winless game. China's automotive electronics is still in its infancy. The most pressing issue for domestic automotive electronics manufacturers is to strengthen technology research and development and new product development, and to develop high-tech and high-value-added links in the automotive industry chain. The Chinese auto electronics market with a scale of 100 billion yuan is undoubtedly a big cake. Many international manufacturers are increasingly optimistic about the huge space for development in China's automotive electronics market. They have taken the form of joint ventures, wholly-owned or controlled companies with the former internationally renowned automobile companies or Chinese companies to seize the Chinese automotive electronics market, with a view to occupying the automotive electronics market in China. A place. World-famous auto parts manufacturers such as Delphi and Bosch have come. Internationally renowned electronics companies such as Motorola and Siemens also came. Delphi has proudly announced that it will supply almost all Chinese automakers. Bosch has worked hard to win sales in China in 2003. As Motorola and Siemens are shrinking their traditional businesses, it is imperative to pursue new profit growth points. Vigorously developing automotive electronics can drive the development of other businesses. As early as five years ago, Motorola Automotive Electronics began testing water in China. After being developed, calibrated and verified, it was officially produced in June 2001. Now it has become a supplier of electronic components to manufacturers such as Beijing Jeep, Beiqi Foton, Daimler-Chrysler, BMW, and Bosch. According to statistics, the market share of Motorola's automotive electronics in the global market is about 13%, which is 5 percentage points higher than that of Siemens' automotive market share of 8%. However, in China, the market share of Motorola's automotive electronics market is about 10%, which is significantly lower than that of Siemens' market share of 15%. In terms of automotive electronics core components, Siemens’ market share is 30%, and Motorola’s market share is 20%. Therefore, in the Chinese automotive electronics market, Motorola and Siemens both regard the other party as their biggest competitor and use the competitive means of running to win the market. Foreign parts and components companies need to enter China first, followed by a joint venture with the entire vehicle manufacturer or with domestic companies. On September 17, 2003, Hyundai Otto Nept Corporation and Airsun Electronics Co., Ltd. jointly established Tianjin Hyundai Hangsheng Electronics Co., Ltd. in the Tianjin Economic and Technological Development Zone to develop the automotive electronics market in China. The total investment of the joint venture is 10 million yuan, and the proportion of investment by both parties accounts for 50%. Yan Jianlai, director of the Parts and Components Department of the China Association of Automobile Manufacturers, believes that there are two obvious trends in the investment of international component manufacturers in China. First, the trend of foreign companies building wholly-owned parts and components plants in China is obvious. First, companies that have already established joint ventures have increased their share ratios. The demand for controlling and re-establishing wholly-owned enterprises is increasing. In 2003, it was rumored in the industry that a joint venture invested by SAIC and Bosch to set up a joint venture—Joint Automotive Electronics Co., Ltd.—to change its joint venture status into a wholly-owned enterprise. The company’s internal news is that Bosch is actively fighting for control, changing its share from the current 50% to 51%. At the same time, the domestic automotive electronics companies have been catching up and the identities of future comers have participated in the competition in the automotive electronics market. “We admit that there is a gap in technology between us and well-known international companies, but we have advantages that the developed countries can’t match in terms of labor costs, the number of engineering technicians, and the potential for production. We don’t necessarily have to lose in competition. It is that we must play our strengths.†Yang Hong, general manager of Shenzhen Hangsheng Electronics Co., Ltd., apparently has a lot of confidence in doing a good job in automotive electronics. Of course, he is confident because Hang Sheng under his leadership has strength. In 1993, Hangsheng set foot in automotive electronics. Hangsheng Electronics is now one of the largest automotive electronics companies in China and supplies automotive electronics products to 80% of finished automobile manufacturers in China. On December 27, 2003, Hang Sheng held the 10th Anniversary Celebration and the groundbreaking ceremony of Hangsheng Industrial Park. At the celebration, Yang Hong’s goal for Hangsheng was to display professional advantages around automotive electronics products, implement related diversification strategies, build Hangsheng brand, and become a world-class automotive electronics OEM supplier. Local governments have also seen huge market opportunities in automotive electronics and have taken measures to accelerate the development of local automotive electronics. In 2003, Shenzhen issued the "Shenzhen Industrial Structure Adjustment Implementation Plan," which will regard the automotive electronics industry as a key development industry in the future, and proposes to start with the introduction of foreign investment and new technologies, and focus on the development of 2-3 key auto parts production enterprises. By 2005, the total output value of Shenzhen auto parts industry will reach 8 billion yuan. In 2003, the Shanghai Municipal Science and Technology Commission officially launched the “Key Technology Research for Automotive Electronicsâ€, which tackled the issues of informationization, energy saving, and comfort of automobiles, and raised the level of intelligence in Shanghai cars. The development trend of China's auto parts industry and global auto parts industry is the global procurement of parts and components, which means that competition is becoming more and more intense. Foreign companies flocking to the Chinese automotive electronics market will never be a win-and-lose gambling game. The market share of China's automotive electronics is largely occupied by Delphi, Denso, and Bosch. Although China’s automobile industry policy has always required joint ventures to achieve a certain percentage of parts procurement, in most cases, the entire vehicle company will consider the local zero only under the precondition of ensuring the outsourcing of core components. Purchase of parts. At this stage, the core technology of automotive electronics is basically controlled by foreign manufacturers. China's automotive electronics industry is still in its infancy. Products with independent intellectual property rights are not yet mature, and no scale production has yet been formed. Therefore, in the competition of high-end products, China still needs a group of powerful companies to undertake the important task of independent development. In the field of automotive electronics such as car audio, domestic companies have advantages. At present, the most important task of domestic automotive electronics manufacturers is to strengthen technology research and development and new product development, and develop the high-tech and high-value-added links in the automotive industry chain. Breakthroughs in technology and supporting barriers Compared with the international advanced level, China's automotive electronics products are 10-15 years behind. China's automotive electronics industry, technological progress and overall level of improvement, in addition to a certain number of large-scale enterprises, more importantly, to break through technology and supporting barriers, master the core technology, enter the joint venture car companies OEM support circle. Compared with the international advanced level, China's automotive electronics products are 10-15 years behind. The main difference is in the hardware and software of the electronic control unit, system reliability and control accuracy. Most of the electronic technology applications of domestic cars are still in their infancy. Only a few manufacturers mainly focus on some Sino-foreign joint ventures and begin to adopt electronic control devices. In addition to possessing a certain number of large-scale enterprises, it is more important for us to master the core technologies, break through technical barriers, and enter the OEM supporting circle for joint venture car companies. Siemens Automotive Electronics was able to enter the Chinese market earlier and develop smoothly in the Chinese market, thanks in large part to its main customer, German Volkswagen, in the Chinese automotive market. Although the international auto manufacturers promised to enter China, parts and components were produced in China and global procurement was implemented. However, once it is entered, the parts manufacturers that are supporting them are brought in. For example, Hyundai, a domestic company that wants to supply spare parts for it, is harder than a pin in terms of people concerned. Although we now talk about knowledge sharing and technology introduction, the sharing of core technologies still encounters technical barriers. On January 7 this year, the National Bureau of Quality and Technical Supervision announced that the country will establish a recall system for defective products this year, and will first use the defective vehicle recall as a pilot. The establishment of this system puts forward higher requirements for the quality and level of China's automotive electronics. If there is no breakthrough in the core and key technologies, it will be difficult to truly compete in the face of the recall system. At an automotive electronics conference, an automotive electronics expert in Xi'an strongly agrees with the introduction of technology. He believes that human existing technology does not need to spend time and effort to study, but when it comes to technical barriers, he looks very Helpless. Finally, he told reporters that this is contradictory. The good news is that at present, China's automotive electronics manufacturers have realized the importance of mastering core and key technologies and have already taken action. Hang Sheng’s capital investment in R&D has always accounted for 3% of sales revenue. This year, it will further increase R&D investment and plans to reach around 5%. Industry: Four Principles and Six Views The maturity of emerging industries and the improvement of the industrial environment have played a decisive role in the government. In the field of automotive electronics, compared with the strong support of foreign governments, the government’s policy intervention is not deep enough. Relevant experts call for the country to establish a special agency to promote the development of China's automotive electronics industry. Xu Qin, deputy director of the High Technology Industry Department of the National Development and Reform Commission, pointed out that automotive electronics is the revitalization of the automobile industry and the information industry. There are at least four principles that need to be mastered in the process of development: First, independent development and technology introduction. Combine. The second is to make full use of the opportunity of adjustment and transfer of the international information industry and automobile industry and actively participate in the international division of labor. In the process of global economic adjustment and transfer, we must look for our own comparative advantages and use our own technological, financial and industrial advantages. The third is to use application as a goal, combine production and use, and increase investment in scientific research and development. The fourth is to establish a good cooperation mechanism. Fully mobilize the production enthusiasm of the information industry and auto industry enterprises, and the enthusiasm of research institutes and universities. Automotive electronics is a systematic project involving many industries such as automobiles, electronics, and computers. It must be compatible with the development of other industries and related industries must coordinate with each other. The maturing and perfecting of a new industry, the role played by the government in it is of great importance. For industries that have a broad market prospect or are of great significance to the development of the national economy, the governments of developed countries will play a powerful and even decisive role. In the development of automotive electronics, compared with the strong involvement of foreign governments, the government's policy intervention is not deep enough. In the interview, experts, auto makers, automotive electronics manufacturers, and government leaders believe that in the development of automotive electronics in China, it is necessary for the state to establish a specialized agency to promote the development of automotive electronics in China. To promote the development of the entire automotive electronics industry from a strategic perspective, we sum up the following six points: First, strengthen macro-control and avoid duplication and waste of research and introduction. The relevant national functional departments should make full use of the functions of macro-control, concentrate their human and financial resources on the research and development of automotive electronic products and the introduction of new technologies to avoid duplication and waste. Second, formulate incentive policies that promote the development of automotive electronics. We can consider using discount interest loans to support industrialization projects and technological transformation of enterprises. We will establish a research center for automotive electronics and control engineering, focusing on the research of hardware and software of electronic control units. Establish scientific research teams and research funds with independent development capabilities. Third, make full use of the imported vehicle technology to digest and absorb the electronic technology introduced with the vehicle or assembly. At present, China has introduced a variety of car and Engine technologies. These products are equipped with advanced electronic products to varying degrees. We should actively organize technical forces to digest, absorb and innovate these technologies and gradually achieve localization. At the same time, we must use advanced foreign technologies to enhance our development capabilities and shorten the process of applying electronic technologies to our cars. Fourthly, formulate relatively stringent fuel consumption, emission, and safety standards that suit China's national conditions, and vigorously promote the application of information technology in automobiles through legislation. There must be appropriate policies and regulations to support such as the formulation of environmental laws and regulations, safety regulations, and fuel economy. Sexual regulations, etc. Fifth, the country should give preferential policies to the automotive electronics project loans, product taxation and other aspects. It is time to cultivate a batch of demonstration projects of industrialization from the guidance of state funds and policy guidance. Sixth, the formation of industrial scale effect. There are currently thousands of automotive electronics manufacturers in China, but less than 100 have economies of scale. The backbone enterprises should expand their scale through cooperation, mergers and acquisitions, and listing, and form an industrial scale effect through orderly market competition and a favorable market environment. China’s automotive electronics industry has the hope of forming an industrial scale in 3 to 5 years, basically meeting the needs of the domestic automotive industry. Standard regulations need to be put on the agenda The application and development of automotive electronics is largely driven by standard regulations. Due to the characteristics of automotive electronic products, consumers are increasingly demanding environmental protection, safety and comfort. In order to accelerate the development of automotive electronics applications, timely issuance of corresponding regulatory standards is necessary. At this stage, it is necessary to promote the development of China’s automotive electronics and enhance the competitiveness of domestic enterprises. The standards and regulations related to automotive electronics must be put on the agenda as soon as possible. Professor Yuan Dahong of the Automotive Department of Tsinghua University believes that compared with ordinary electronic products, automotive electronics have different application environments and require higher adaptability to temperature and climate. At the same time, different automotive manufacturers have different requirements for customized automotive electronic products. Therefore, automotive electronics manufacturers have invested a considerable amount of money for this purpose. The foundation of China's automotive electronics industry is already weak. This has largely hindered the further expansion of the automotive electronics market. In addition, automotive electronic products also face the problems of long system development cycle and long product life. Under normal circumstances, the development cycle of ordinary consumer products is 3 months, and the product life is 6 months. However, the development cycle of a car can be as long as 3 years, and the life of a product is as long as 10 years. Therefore, it is difficult for automotive electronics to keep pace with the technological innovation in the information industry. To solve these problems, the most important thing is to promote the establishment of standards and regulations for automotive electronic products. Through mass production, manufacturers can easily participate in and increase development speed. Chen Guangqian, dean of the Dongfeng Automobile Engineering Research Institute, believes that the application and development of automotive electronics is largely driven by standard regulations. In order to accelerate the development of automotive electronics applications, timely issuance of corresponding regulations is necessary. China has prioritized environmental protection and safety in the formulation of various automobile laws and regulations. At the same time, local governments have also formulated corresponding regulations in light of local conditions. For example, when it comes to automotive safety, it involves the development of relevant standards for ABS. In terms of ABS performance, GB13594-1992 has been formulated. In ABS applications, the new braking regulations, GB12676-1999, clearly stipulate relevant regulations after October 1, 2003. The ABS system is installed on the models (M3, N3, 04). “At present, some products can be produced by ourselves, but we need to go abroad for certification, which not only delays the time but also creates some unreasonable factors. It has caused domestic enterprises to lose many opportunities. China’s automotive electronics industry needs to develop and actively To participate in the competition in the international market, we must establish our own industry standards.†Yang Hong, as a leader in automotive electronics companies, is looking forward to establishing industry standards and regulations. Be cautious about entering new markets There are indeed many opportunities in automotive electronics. In order to find new profit growth points, many companies are ready to enter the automotive electronics field. As an emerging market, there are often risks hidden behind the opportunities. When companies make decisions, they must maintain a normal state of mind. Before entering, they must be fully prepared to understand the characteristics of China’s automotive electronics market and not blindly follow suit. Since automotive electronics is an emerging market, there are many companies that have done well in the original industry, in order to find new profit growth points, have already or are preparing to enter the automotive electronics field. However, China’s automotive electronics industry is still in its infancy. In particular, products with independent intellectual property rights are not mature enough, and large-scale production has not yet taken shape. It is also urgent for a group of powerful companies to undertake the tasks of independent development. Yang Hong believes that there are indeed many opportunities for enterprises in the emerging markets, but they must be fully prepared before entering the market. They must have a good grasp of the market and understand the development characteristics of the automotive electronics market in China. Do not follow the trend blindly. . The market strategy of China's automotive electronics companies is to do it gradually and gradually. The main product is a single product and it cuts into the automotive industry chain. Hangsheng Electronics started from R&D and sales of car audio, and quickly took advantage of existing advantages to broaden its scope after occupying a certain market. Now it has begun to enter advanced products such as GPS positioning systems, intelligent anti-theft systems, and body electronic control systems. From the original field into the emerging automotive electronics market, some companies in Japan have done a relatively good job, and it is worthwhile for domestic companies to learn from and learn from the automotive electronics market. Sharp has done a very good job in the display area and is now entering the automotive electronics market. It plans to develop CMOS sensors with a dynamic range of up to 140dB, and will strive to mass-produce it for the automotive industry in 2005. Sharp hopes to seize one-third of the market in 2006. Sharp claims that its entry into the automotive electronics market is mainly due to the strict quality requirements of automotive manufacturers, and the quality they recognize is the brand value. Sharp hopes to increase the company's brand value by seizing the automotive electronics market, not just the huge market size of automotive electronics. NEC Electronics, which has had more than 30 years of automotive electronics product development history, also believes that the biggest difference between semiconductor devices used in automobiles and other products is the stringent quality requirements. The company's design, development and production technologies for high-quality automotive semiconductor devices that have been cultivated for more than 30 years have now been applied to other product areas, and the entire company's product quality is continuously improving. Reporter's notes Independent development that cannot be lost In the 50 years of China's auto industry's ups and downs, especially after the reform and opening up, whether or not autonomy has always been the focus of debate in the automotive industry in China. China's auto industry has been developing rapidly in recent years, and last year it exceeded 4 million. But what is behind the prosperity of the auto industry? Some experts and scholars have called for attention to the "empty" problem of the automotive industry. They pointed out that China’s automobile industry lacks core technologies and China is facing the danger of becoming a “world car assembly centerâ€. “At present, domestic automakers are also changing their concepts. To cultivate the competitiveness of domestic parts and components companies, China’s three major auto groups have vigorously supported the development of domestic parts and components in all aspects.†Yang Hong thinks that for nearly 2 years, vehicle manufacturers have The selection attitude of domestic auto electronics has undergone great changes. The cooperation between them has become more and more enjoyable, and the opportunity to sit down and discuss how to make China's auto electronics industry bigger and stronger has also become more and more. He believes that the main reason for this shift is, on the one hand, because of the increasingly fierce competition in the automotive sector under the global procurement system for spare parts, and this competition is an all-round competition. On the other hand, it is because the current domestic key automotive companies are actively developing their own brands. According to the forecast of FAW Group, by 2010, the domestic self-owned brand of passenger vehicles will be increased from the current 25% to about 40%, and the demand trend of commercial vehicles is still based on domestic independent brands. In general, 70% of the added value of the automotive industry is created by parts and components. The quality of parts and components directly affects the level of benefits of the automotive industry. Childish auto parts industry will lead to the fragility of the automotive industry. As the automobile's most important parts and components, automotive electronics is of great significance to the establishment of independent automobile brands in China. Hafei Motors has a famous saying in the automobile circle: “You can't do the pillars of the Chinese auto industry and you can do ribs.†Professor Yuan Dahong sees this as a kind of bone. He said that whether an industry can become bigger and stronger depends to a large extent on the awareness of the enterprises in this industry about their role. In the market environment of economic globalization, it also speaks of autonomous knowledge and technological autonomy. Joint ventures are just the main theme of China's auto industry. The autonomy of China’s auto electronics and the autonomy of China’s auto industry are actually an interactive and mutually beneficial relationship. Each other's choice is to help each other and is equal to giving oneself an opportunity for development. After all, the enterprise groups such as Delphi and Motorola, which are involved in the world economic wave, are all relying on self-development and relying on their own core competencies and independent brands. In order to develop and grow, domestic automotive electronics companies cannot naturally lack independent development, independent brands, and core competitiveness. China's new "automotive industry development policy" will soon be introduced. The new policies include: encourage self-development and improve international competitiveness; the auto industry should develop manufacturing rather than assembly; reflect the interests of national capital and adhere to the principle that Chinese-foreign joint venture vehicle companies share not less than 50% of the Chinese. Undoubtedly, this is an incentive for the independent development of the automotive industry and automotive electronics in China.
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China Computer News February 9, 2004 cover