Phenomenon: Parts companies
Actively participate in vehicle activities
On the evening of May 26th, the Chinese lanterns started. At Shanghai Longhua Airport, a car stunt show titled “Sticky Landing†dazzlingly opened. The Saab Performance Performance Team, a member of the global automotive industry, has driven the unmodified Saab models to the airport's track to perform a variety of difficult moves for the audience. The 360-degree heading, the tail-swinging mania, and skills Excellent two-wheel drive... According to reporters who reported to cover the event, tens of thousands of people who were on the spot were full of sight and were surprised.
The "land flight show" held in Chengdu, Beijing, and Shanghai in May this year was organized by Saab Automotive Co., Ltd. in order to demonstrate its power and handling performance and establish a brand. Also sponsoring this activity is German Continental Tire Company. The mainland is Saab's important partner and Saab's standard tire supplier for all vehicles.
Previously, on March 20, Great Wall Motor's new diesel power test experience was held in Shanghai. 16 Haval CUV and Feng Jun pickup trucks equipped with electronically-controlled high-pressure common-rail diesel engines are swaying on the professional track of the Tianmashan Circuit, demonstrating the power performance of the new diesel engine. At the technical briefing session, it was the two senior engineers of Germany's Bosch Corporation that popularized the professional knowledge of “electric controlâ€, “high voltageâ€, and “common rail†to the experiencer.
Michelin tires are also actively involved in vehicle activities. At the beginning of the year, during the test drive of the Beijing Hyundai New Car, the person in charge of conducting the test drive was a Michelin (China) staff member, and there were six Michelin (China) drivers in the six professional test cars.
Expert point of view: multinational companies
Participate in vehicle activities with inherent advantages
It is not surprising that spare parts companies are active at the site of vehicle companies' activities. It is worth noting that parts and components companies that actively participate in the activities of vehicle companies are mostly multinational companies or joint ventures, and they rarely see Chinese parts companies.
In this regard, Li Fanfeng, head of the Automotive Industry Planning Institute of the China Automotive Technology and Research Center, believes that the difference between domestic companies and multinational companies justifies the current embarrassment of domestic auto parts companies: In recent years, domestic auto output has grown rapidly. However, the growth rate of the strength of domestic parts and components companies does not match. At present, there is still a considerable gap between them and the multinational groups such as Bosch and the mainland in terms of improvement of management capabilities and accumulation of market experience. Now, although there are many forms of product promotion and brand promotion, there are not many that they can try, and some seemingly extremely sensational effects are not necessarily applicable to them.
Li Zanfeng believes that in the supply chain relationship, the relationship between multinational parts companies and vehicle companies is relatively close. This is a convenient condition for both parties to jointly carry out some promotional activities. In the development process of domestic parts and components companies, they have been in a period when the entire vehicle company has selected multiple suppliers and parts and components companies have also chosen a number of matching facilities. The cooperation relationship is not so tight, and it is more difficult to participate in the activities of vehicle companies.
In addition, Li Zengfeng emphasized that the part companies participate in the product or brand promotion activities of the entire vehicle company. The premise is that the parts and components products occupy a relatively high proportion in the after-sales service market. Only such products have the internal demand for brand promotion for the general consumer groups.
Corporate perspective:
The growth of independent brands takes a long process
Referring to the views of participating in the activities of vehicle companies, a sales manager of a parts manufacturing company told reporters that product promotion methods and dealing with customer relationships are also one of the things that often bother them. They also thought about shaping corporate image and creating brand influence. However, corporate leaders are more pressured by recent performance and benefits. For those customers who have established a solid supplier relationship, companies do not feel that they need to invest so much in participating in activities. However, it is impossible to engage in activities together with customers who have not established a long-term stable relationship. Therefore, it is difficult to enter a virtuous circle.
Another person in charge of the production of engine parts products said that financial strength is the biggest obstacle to their participation in various brand promotion activities. They are very concerned about the activities of multinational corporations. They are also meticulously studying their brand promotion activities while striving to learn advanced international technologies. But brand building is a "long-lasting" activity that requires both the accumulation of time and the need for continuous funding. Input. "It is good to say that we don't recognize the position. We say that we are eager for quick success or short-term benefits. In a short period of time, this problem is more difficult to solve," said the person in charge.
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