The brand trend is obvious analysis of the advantages of auto parts companies

With the arrival of various international auto parts giants, bringing factories and products, they also brought their superior influence to China and once again played a role in the development of Chinese auto parts companies. It is believed that China auto parts The development of the industry will usher in an unprecedented new opportunity. China's auto parts companies will also become more strict with the arrival of the giants of parts and components, which is also a spur to China's parts and components companies. The technology, quality, and management aspects of the product will be more demanding and require a high standard and high demand. It will also be a great improvement.

The 11th Five-Year period is the peak period for the rapid development of parts and components after the rapid development of the entire vehicle. The increase in vehicle production, the increase in vehicle ownership, and the ever-increasing Chinese overseas markets for parts and components have all brought opportunities for the development of parts and components in China.

The fierce competition in the entire vehicle market has forced vehicle manufacturers to adjust their strategic partnerships with parts factories. While reducing purchase prices, they have also reduced their costs by increasing and deepening localization rates, increasing domestic procurement, and other channels. The expansion of parts and components plants will bring opportunities;

Global buyers target China and shift to a cost-conscious Chinese parts market.

In the current stage of development, the survival issue is more important than evergreening, and tactics are more practical than strategy.

In the automotive industry value chain, whether it is a joint venture brand automaker or a self-owned brand company, there is a strong sense of identity for the importance of brand building, but the brand building and after-sales service brand building of parts and components companies are related to the development status of China's auto industry. Far away, in the future, the lack of brand in the industrial chain will add obstacles to the overall improvement of the Chinese automobile industry.

Question one: Is the brand one of the most pressing issues that part companies need to solve?

The importance of the brand is already common sense. Even if the entrepreneur has not systematically learned to manage, he also knows that the quality and cost performance of the product is the basis of the part company and is implemented in the company; the government is also promoting brand building, such as the NDRC. Auto parts competitiveness as an industry development

The main objective, in particular, is to closely cooperate with the brand strategy of the entire vehicle company to create a brand image of “cost, quality, and high-tech” for auto parts products. However, there are only a few companies that have truly systematic brand planning because there is a fundamental problem: What is the most basic factor for the survival and development of parts and components enterprises at this stage? From the perspective of the value chain, parts and components companies are The degree of dependence is very high. Apart from several foreign and joint-venture brands, it is difficult for a component company that is able to compete in the “two markets” to have its own brand. However, how to cooperate with a vehicle manufacturer is to determine the presence of a component company. Prerequisites According to our research, technology, supporting capabilities, and marketing are the most important factors, and this is an extremely complex marketing process. In the current stage of development, the survival issue is more primitive than the foundation evergreen. The tactics are more practical than the strategy. The brand building is in a state of potential demand, or is a fashion product rather than a popular product!

Question two: I have built, but there is a brand?

There are many parts and components entrepreneurs said, we are also advertising, participating in exhibitions, doing activities, and promoting word of mouth, but we always feel that the brand is rather obscure and that the parts companies have brands? In simple terms, it is emotional for the parts companies to deliver their brands. , value, relationship; product brand is more use of value, efficacy. Most of the parts and components companies have relatively large investment in the product level, and they feel powerless and can't do anything about the relationship and value between the companies. The brand still stays in the primary function appeal. The corporate brand of parts and components, as the atypical B2B brand, is mainly targeted at vehicle manufacturers, auto service providers (sales and after sales), and channel distributors at all levels. When our parts and components companies are still in the stage of marketing with partial market segments For these limited communication targets, it is easy to have two tendencies. One is that communication is not as good as personnel communication and relationship marketing, and the other is that reputation is the brand, and in the brand communication, it is necessary to ignore the others. Therefore, there are two reasons to start from the creation of a product brand: First, the product brand is the most practical, cognitively convenient, and promote sales; second, product innovation is much easier than corporate brand innovation, and it is the easiest to support corporate brand awareness. way.

Question 3: How high is the cost of the brand, and how much does the brand contribute to the actual sales growth of the company?

The theory of communication tells us that 95% of advertising costs are ineffective. The problem is that we do not know which 5% are actually working. In the early stage of brand communication, we use awareness as the goal. Cognition is the threshold for purchasing decisions. The decisive factor is the degree of reputation. The increase in awareness and sales growth is not a simple positive correlation. Only when the brand of a parts and components company enters the stage of reputation, its brand will enter the benefit period, and for the enterprises in their lifetime The immediate brand marketing has a better price/performance ratio.

Question four: How do the brands of the parts and components companies do?

From the perspective of brand building: For companies with different stages of development of parts and components, there is a trade-off between their branding, listed companies and large-scale enterprises, and corporate branding is appropriate; small and medium-sized parts enterprises can use product brands as a breakthrough point, through limited Segment market development, the establishment of personalized product brand. From the brand building strategy: to determine the driving factors of the brand's core value, we must have characteristics, as long as the formation of a driving factor, brand communication will complement each other, mechanical engineering leader Caterpillar from mechanical engineering across to the success of clothing, is Consolidate and strengthen the results of core values.

From the tactical aspect of brand building: to achieve brand marketing. The so-called brand marketing, as Philip Kotler said, is to extend the brand information to every antenna and endpoint in the marketing process because they all have the genes of the brand. In the case of relatively low investment in the brand construction of part companies and relatively high expectation of benefits, the integration of the marketing process and the alliance through marketing may be an effective method. The premise is that all parties in the alliance agree with the value of cooperation.

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Foreign parts brand enterprises

1. Robert Bosch, Germany

Founded in 1886, the Bosch Group is headquartered in Stuttgart, Germany and is a global multinational company. Its electronic fuel injection system has always been a world leader and is one of the world's largest independent auto parts manufacturers. Bosch currently has a manufacturing, sales and after-sales service network in more than 140 countries around the world, with approximately 270 branch offices and 12,000 service centers. 230 of them are located outside Germany. Bosch established the Beijing Agency in 1990 and subsequently formally established Bosch (China) Investment Co., Ltd., which is wholly-owned or joint venture company in Shanghai, Hong Kong, Nanjing, Wuxi and other places.

2. Denso Corporation

Denso Co., Ltd. is the largest and world's top automotive parts supplier in Japan. In December 1949, it was split from Toyota Motor Corporation and headquartered in Aichi Prefecture, Japan. The company mainly produces and sells power control systems, thermal systems, electronic systems, electrical systems, and small-motor ITS, small motors, and other automotive components. As of the end of March 2005, it had 171 subsidiaries in 32 countries and regions in the world, with a total of more than 100,000 employees. In 1994, Denso established its first company in Yantai, China. So far, it has 23 wholly owned and joint venture companies, mainly located in cities such as Tianjin, Chongqing, Guangzhou and Shanghai.

3. Delphi Corporation (Delphi)

Delphi Group is the world's largest manufacturer of automotive systems and components. It was spun off from General Motors in May 1999 and is headquartered in Troy, Michigan, USA. The main products are power and drive systems, safety, thermal and electrical systems, electronics and mobile communication systems. At present, it has 176 wholly-owned factories, 42 joint venture factories, 53 customer service centers and sales offices, and 33 technical centers. A total of more than 190,000 employees are located in 41 countries around the world. In 1994, they entered China with 5 wholly-owned enterprises and a number of joint ventures. Representative offices are located in Beijing, Shanghai and Changchun.

4. Dana Corporation

American Dana Corporation was founded in 1904 and headquartered in Toledo, Ohio, USA. It is one of the world's top 500 companies. It is one of the world's largest independent component suppliers in the automotive, construction machinery and industrial products and related markets. Dana has 46,000 employees in 28 countries in softball. Business operations include: automotive, aftermarket systems, engine and fluid management systems, heavy vehicle technology systems. The business network is spread over 35 countries and regions. Dana Corporation invested and established a joint venture Tianjin Vickers Filter Co., Ltd. in Tianjin in 1991. Then in Shanghai and Wuxi successively established wholly-owned enterprises.

5. Valeo Group

Valeo is a French multinational company and it belongs to the world's top 500 companies. It is the world's leading supplier of automotive parts. The main products are: automotive transmission, air conditioning, engine cooling system, door locks and safety, electrical, wiper, motor And perform the motor, lamp lighting, switches and detection, electronics and wiring harness and other top ten systems. The company operates in 28 countries around the world, with 129 factories, 65 R&D centers, and 9 sales centers. Among them, the global market share of lighting systems is 25%, ranking first in the world. He entered China in the 1980s and established headquarters and liaison offices in Beijing and Shanghai.

6. VisteonVorp

Westone is a multinational company and is the largest supplier of auto parts for softball. Its headquarters is located in Michigan, USA. It was separated from Ford Motor Company in June 2000 and its Asia Pacific headquarters has now been relocated to China. The main products are chassis, interior trims, exterior trims, air conditioning controls, powertrain components and electronics systems, automotive glass. Weishitong entered China in 1994 and established a joint venture with SAIC to establish Yanfeng Visteon Automotive Trim Co., Ltd., then established Shanghai Fudian Automotive Electronics Co., Ltd. with Shanghai Automation Instrumentation Co., Ltd., and Shanghai Fuhua Glass Co., Ltd. with Yaohua Glass Plant.

7. Goodyear

The United States Goodyear Tire & Rubber Company was founded in 1898 and is the world's largest tire production company. Its headquarters is located in Akron, Ohio. The company produces tires, engineering rubber products and chemical products in more than 90 factories in 28 countries. Today, there are more than 80,000 employees worldwide. Its products include: air springs, automotive hoses and belts, conveyor belts, industrial hoses (oil, chemical, hydraulic, etc.), industrial belts, and more. In September 1994, Dalian Goodyear Tire Co., Ltd. was established in China. So far, nearly 100 dealers have been established. In 2005, Asia Pacific headquarters moved to China.

8. Canada Magna Group

Canada Magna Group is an international wholly-owned subsidiary. Its international headquarters is located in Ontario, Canada. It is the third largest auto parts supplier for softball and has powertrain/drive system design, R&D, testing and manufacturing capabilities. The Group owns 224 The factory currently has 5 design and engineering centers, 34 production bases and 2 mold centers in the Americas, Europe, and Asia. It has 11,900 employees worldwide. Magna’s first branch in China has 3,000 employees. Its parts supply directly to Mercedes-Benz, BMW, General Motors, Chrysler and other companies.

9. Aisin Seiki

Aisin Seiki is the ninth-largest auto parts manufacturer in the world. The world’s top 500 companies are not only Toyota’s major component suppliers but also one of the members of the Japan Toyota Group. Aisin Seiki was established on June 1, 1949 and is headquartered in Aichi Prefecture, Japan. There are 59,500 employees and 146 companies worldwide. The main products are divided into five categories: automotive transmission systems, brakes and chassis, bodywork, engines and information systems. Aisin entered China in 1994 and has since grown to 15 auto parts production companies. The products are mainly supplied to the domestic Toyota Motor Plant and Nissan Motor Plant.

10. LearCorp.

In 1917, Lear Corporation was established in Detroit and has now become one of the world's largest manufacturers of automotive interior trim systems. Lear Corporation is a world leader in integrated module technology for automotive interior systems. Its main products are interior components, seat systems and electrical systems. Products in 33 countries and regions around the world, with 115,000 employees. Lear Corporation ranks within 150 of Fortune 500 companies. He entered China in 1997 and established Lear (China) Investment Corporation. He has a number of parts and components companies in Shanghai, Wuhan, Chongqing, Nanjing and Jiangxi.