China Association of Automobile Manufacturers on January 10 press conference the afternoon of the data held in Beijing, the steam to help the Secretary-General Zhu Yiping Li said at the meeting, in December 2010, vehicle sales reached 1.86 million and 167 million, both breaking the 12 years February sales record; 2010, car production and sales both more than 18 million, a new high, ranking first worldwide production and marketing.

    Production and marketing zero-blowout game to bring the whole package will disrupt the market

    However, in the automobile market in the gorgeous blowout sales figures, the quality of the car but there is concern. Data show that three quarters of 2010, the volume of complaints over the car the whole year of 2009, more than 90% joint venture brands of which accounted for 68.2% of complaints, accounting for 28.5% of complaints brands, imported brands accounted for 3.3% of complaints. In addition, the 2010 recall and the first 10 months has reached 105, involving 1,099,000 cars, auto recall showed a sharp upward trend, most of which are due to vehicle quality problems quality of the parts there are certain problems, therefore, car quality problems will be increased by supporting markets for the suppliers of product quality and production technology problem.

    Toyota's massive recall of events in 2010 is the best proof, due to excessive expansion of enterprises, leading beyond the capacity of quality control systems, procurement of spare parts prices down, resulting in hard to guarantee product quality, resulting in the automotive industry benchmark Toyota unprecedented crisis. This also led to further reflect on the automotive industry in the context of blowout sales, OEMs and parts manufacturers to the Game: on the one hand to seize the market OEMs to reduce costs, requiring matching parts suppliers in the market under the premise of guaranteeing quality reduced prices; other parts enterprises in order to maintain a certain level of profitability is bound to carry out product design and process adjustment, which results in parts a decline in the level of performance and quality. This whole game of zero will depend on the outcome of the quality control of OEM parts enterprises and R & D capabilities, poor ability of current technology for the domestic auto parts industry will be a fatal blow.

    Technology innovation is the domestic parts enterprises to enter the key to supporting the market

    By the State Council Development Research Center of Industrial Economics Research Department, Society of Automotive Engineers of China and Volkswagen in China jointly issued the "car blue book" display: the current domestic large number of auto parts companies in the industry for less than 1%, medium-sized enterprises less than 15% and 90% domestic parts companies market share and manufacturing capabilities are concentrated in low-end products, while the remaining 10% involved high-end products of domestic and foreign enterprises have also carried out most of a joint venture. Weak brands and key component technologies, the lack of spare parts is the most successful companies can not enter the matching market, the crux, which also indicate the domestic parts enterprises a way out: through technological innovation to improve brand awareness.

    Parts enterprises in order to make innovation, while car companies to keep the design ideas, automobile companies generally stronger, familiar with the auto market, to understand the future direction of development of automotive products. So parts enterprises to make good use of this advantage, in-depth understanding of OEM design, keeping the pace of OEM design to meet the needs of OEMs, parts and components enterprises is the basis of independent innovation. On the other hand, enterprises should also pay close attention to parts of the industry Highlights of the latest international developments, while meeting the requirements of OEMs, organizing technological cutting edge technology to track personnel, and continuously upgrade its technology, for standing in front of the industry to ensure that enterprise development has certain forward-looking.

    Supporting the market challenges and opportunities

    Blowout sales are double-edged sword, in tests, while the domestic parts enterprises, but also to parts of domestic brands has brought unprecedented opportunities for businesses, the quality of birth OEMs to rethink the choice of suppliers, Japanese, European system U.S. Department of matching market may be open to China's own brand, which requires enterprises to China's own brand of strict quality parts and technical related. Parts industry, the development of own brands can learn from the automotive industry's own brand development, nearly three years from the main brand of car market share has been rising, particularly in 2009, even once reached nearly 50% market share, mainly due to China's automobile R & D capabilities, production capabilities and management capacity continues to increase. Therefore, the domestic parts enterprises for independent innovation in science and technology have further improved on the basis of innovation.