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According to data released by the China Automobile Association, in 2013, domestic automobile sales increased 13.9% year-on-year, of which passenger vehicle sales were slightly higher than the overall increase, reaching 15.7%. This increase exceeded the expectations of most industry insiders at the beginning of the year. However, as the development of the entire automobile market is beginning to improve, the central government has successively issued energy-saving and emission-reduction policies, and the limited-buy purchase policies successively introduced by local governments have given the car companies a wake-up call. They expect the automobile industry to break out as it did in the past few days. Development is unlikely.
As part of the car supplier's downstream component suppliers have not felt that the development of the auto market has become the trend of the times, so how to expand business in this environment, improve or consolidate the existing market share to become the focus of all parts and components companies . In the coming year, the reporter interviewed a number of parts and components companies including brake systems, safety systems, automotive interiors, filter industries, automation products, and car networking. In spite of being in different fields, some parts suppliers have similarities in response to the automobile market. The following is the author's review and inventory of the response measures of different parts companies and service providers in the past year.
The increasingly fierce competition in the market is the key to strengthening localization. With the gradual slowdown in the growth of the auto market and increasingly fierce market competition, automakers have increasingly improved the assessment standards for parts and components manufacturers. The level of cost control and rapid response mechanisms have become important assessment indicators. . High-level sensor and actuator business unit of Continental Powertrain System Division said in an interview earlier that most of the sensors and actuators of mainland China have been introduced into the Chinese market, and most of the actuator products have already achieved local production. The top manager pointed out that the greatest advantages that localized production brings to the mainland are lowering logistics costs, quickly connecting customers and avoiding losses caused by exchange rates. This was also recognized by Festo, a global automation solution provider. In the past few years, in order to provide local customers with customized products and solutions, Festo invested 20 million euros in the expansion of the Jinan plant and added the Festo China Logistics Center. Like many multinational corporations, Festo set up the Asia Pacific Technology Center in Shanghai, China, and began to expand the technology center in 2012, and then conduct better local R&D work for local customer needs. In order to better meet the needs of local customers, the technical team of the technical center is almost all local personnel.
Similarly, CBI, the component supplier of automotive brake calipers, has also accelerated the layout of its business in China this year. In order to better fit the needs of the host plant, the company has established a factory in Wuhan, and its business can radiate throughout East and Central China. Southwest area. CBI Global CEO Martina Merz stated that the Chinese market occupies an important proportion in its global business, so in the future the company’s goal is to achieve 100% localization, and will soon realize the localization of core components in 2014. Its localization determination is thus visible. One spot.
Tightening of industry policies: “low emission, sustainable†as the main theme Since this year, large areas of the country have encountered hazy weather and dusty weather, even though expert media have shouted at car companies that car emissions are not causing hazy weather. The culprit, but it is undeniable that automobile exhaust emissions are one of the important causes of hazy weather. According to the test data released by the Beijing Environmental Protection Agency in 2012, the PM2.5 formed by motor vehicle emissions accounted for about the source of PM2.5. twenty two%. Therefore, during the two sessions this year, both the proposals of the representatives and the top management of the central government have put forward a new requirement for the automotive industry - "low emission and sustainable." Ten measures for prevention and control deployed by the State Council in the middle of this year clearly stated that local governments can implement automobile restrictions according to the level of atmospheric pollution, and in fact, more cities have joined the ranks of restricted purchases this year. In addition, first-tier cities such as Beijing and Shanghai all intend to reduce tail gas pollution by levying sewage charges or raising emission standards.
In an interview, German chemical company BASF executives stated that the Chinese market is increasingly strict with regard to the formulation of emission standards, and BASF believes that the most realistic solution is to reduce emissions through the reduction of the weight of automobiles. The solution provided by BASF is high. The strength of plastic parts, but because plastic parts are a brand new field for OEMs, they also need a gradual acceptance process. The idea of ​​lightweighting has also been recognized by the famous Swedish aluminum heat transmission supplier, Grantis. Its president, Ma Yuehan, told reporters that for every 1% reduction in vehicle weight, fuel consumption can be reduced by 0.7%. Therefore, lightweight materials are Car emissions have a very important significance. The mission of Grangers at this stage is to develop more lightweight alloy aluminum materials on the premise of ensuring high strength and corrosion resistance.
In addition to low-emissions, how to achieve sustainable development is also a new issue facing the automotive industry. Nowadays, the requirements of auto parts suppliers for parts and components are not limited to the basic requirements such as the traditional “three-waste treatmentâ€. Many parts suppliers stated that On the premise of guaranteeing performance, price and other basic elements, the host plant also put forward new requirements - environmental protection and safety, which will involve the assessment of the process, raw materials and other aspects. Richard Zheng, vice president of Asia Pacific at Johnson Controls Automotive Interiors Group, said in an interview that environmental protection is a new demand for parts suppliers after China's auto market matures. In order to meet the market demand, Johnson Controls has been focusing on the research and development of bio-engine interior products in recent years, thus providing a viable solution for the highly heated indoor air pollution.
Market orientation is higher than that of product-oriented suppliers Brewing channel changes and business changes In the early period of explosive growth of the Chinese auto market, given the relatively low base of the overall development of the auto market, there is ample room for growth. Therefore, many parts and components companies have adopted the "product-oriented" strategy to expand business in China, usually only after the application of mature foreign technologies to simple localization. However, as China has become the world's largest country in terms of car ownership, the space for growth has been relatively reduced. The key to how to obtain a share of the limited market cake is whether it meets the needs of the market. Therefore, the needs of local consumers have become the focus of research for component companies. In an interview, senior managers of TE China Automotive Division told reporters that in order to better achieve growth in the Chinese market. TE's measures in China In addition to strengthening investment, the most important thing is to enrich product types and introduce customized products. These products are all developed in China and are also engaged in production in China. Desha, a supplier of adhesive tapes, also has his own interpretation of how to quickly increase his business in China. His senior executives revealed to reporters that in recent years, the company has achieved a transition from “product orientation†to “application orientation†in the localization process. The characteristics of the new products that were originally developed have determined the scope of their application. With the fierce market competition, in order to consolidate and increase market share as quickly as possible, companies are promptly investigating the market's new demand for adhesive tape products, satisfying their needs through research and development, testing, and other links, and thus quickly Enter the market and seize market share.
In addition to improving the market competitiveness of enterprises from the product itself, channel change is also an important way for companies to increase their business coverage and corporate reputation. Philips, an automotive lighting supplier, pointed out that the high volume of Chinese cars has opened up a new blue ocean of business, which is the aftermarket. Its senior executives said that the maturity of the auto market will urge the consumer groups in the market segment to grow rapidly. It will be particularly important to optimize existing channels and establish new channels to achieve full coverage of after-sales channels. As a result, the company began to change the existing channel distribution methods, accelerate the sinking of channels, and is committed to establishing Philips-licensed lighting retail stores nationwide.
And for the same consumables, component suppliers in the filter industry have adopted different strategies in terms of channel change. In an interview, Sui Fei, general manager of Sophia Filters' Asia-Pacific Aftermarket Division, said that despite the fact that many parts and components companies aim to achieve end customers, they have taken a number of measures. However, the practical feasibility of such a channel layout has yet to be discussed. It points out that too many dealers or agents may lead to unnecessary internal competition, which may lead to a price war, which ultimately results in a decline in the profits of distributors and high-quality distribution. The Chamber of Commerce therefore gave up its right to the factory. Therefore, Sophiema's concept of aftermarket channels is “small and refinedâ€. On the one hand, it strictly controls the number of agents and avoids vicious competition caused by too many outlets. At the same time, it selects qualified agents to ensure their The business scope has enough coverage.
The author's summary: Through inventorying the development of parts and components companies in different fields in the past year, it is not difficult to see that despite the different measures taken by the parts suppliers in responding to the policy tightened auto market, they all have similarities. "The most important part of the Chinese market" is no longer a simple slogan for parts and components companies. It is a battle for market share that requires companies to take practical actions.