How To Win The Market With Quality?

"Straws" are often "also".

"Strict size control, strict quality control in production and avoid defects.

Our management can not be relaxed for a moment. "

An engineer from Huayuan, Tongling, Anhui told the author.

Cheese tempting

In a sense, the field of automotive textile materials is a cheese waiting to be shared.

Its huge development potential and industrial profits are in the era of meager profits.

There is a strong contrast between China and foreign countries.

According to statistics, foreign automobile textile materials account for 1/3 of all industrial textile materials. In recent years, Western Europe automobile textile materials have reached 35% of the highest proportion of industrial textiles.

Comparatively speaking, the proportion of domestic automotive textile materials in textile industry is still very small.

"The development potential of China's automotive textiles is huge, and will play an important role in the field of industrial textiles.

However, most of the enterprises producing vehicle textiles started late. Generally speaking, we are short of leading enterprises in the field of automotive textiles, and lack of independent brands. There is still a certain gap with the international standard.

China Industrial Textiles Industry Association chairman Zhu Minru said.

There is a strong contrast between demand and production.

according to

There is a strong contrast between the rapid growth of car ownership and the slow development of vehicle textiles.

In 2009, China's auto production and sales reached 13 million 791 thousand and 13 million 644 thousand and 800 respectively, representing an increase of 48% and 46% respectively over the same period.

This year, China's automobile output is expected to reach fifteen million, and the amount of automotive textiles will exceed two hundred and sixty thousand tons.

At the same time, the sales volume of China's auto textiles is increasing at the rate of 15%~20% per year. The market trend shows that the sales volume is increasing year by year, the market gap is increasing, the contradiction between supply and demand is sharp, and the amount of imports depends heavily on imports. The annual import volume is about US $4 billion.

Generally speaking, because the automobile interior decoration accounts for only about 4% of the total vehicle price, the automobile manufacturers increasingly use high quality interiors to improve the automobile grade.

Improving the quality of automobile interior decoration, low cost and high return has been welcomed by automobile manufacturers.

Brand convergence

Although they belong to the manufacturing industry and satisfy the two basic needs of "clothing" and "industry" in the "clothing, food and shelter" industry, the textile industry and the automotive industry are totally different.

From our intuitive perception, the automotive industry belongs to the precision industry, which seems to be more sophisticated than the textile industry we are impressed with.

In fact, precision is not the real barrier between the two industries.

The gap between them is mostly reflected in cohesion.

There are problems in the connection between domestic manufacturers and automobile brands.

In recent years, the world's auto brands have seen China's huge market potential, and more and more foreign car brands are stationed in China and occupy the Chinese market.

But when these brand cars were produced in China, most of the existing accessories manufacturers came to China to supply them directly, so it was difficult for Chinese local auto accessories manufacturers to enter.

If you want to become a supplier of an accessory of a car, you usually have to participate in the development stage of the vehicle.

In addition, even if they are lucky enough to enter the list of their accessories suppliers, the high cost of test in the annex vehicle test stage will throw most domestic manufacturers out of the game circle.

Behind this phenomenon, there seems to be a certain problem of technical barriers.

"We can produce textiles for their cars, but we do not have access to their company's procurement."

A company engaged in the production of automotive textiles has always wanted to become a supplier of foreign brand auto interior, but it has not worked for many years. He regretted that "when they entered China, they had already locked their original suppliers, and they would not easily change suppliers when there were no accidents."

"It is a road to cooperate with the auto manufacturers, but its difficulty is obviously greater than that directly entering the market.

With the increasing number of cars entering the family, the demand for automotive products is increasing, and the production of auto supplies manufacturers is also increasing. Therefore, the investment promotion work is very successful.

The Tianlong market, which sells mainly automotive products, has been officially renamed as the automotive supplies market.

Quality Control

Facts have proved that in order to earn high profits, it is not feasible to only turn around the periphery of the industry.

Entering into the whole automobile industry chain, docking with the industrial chain is the way out for the development of China's automobile textiles.

When we entered the "Besieged City" of the automotive industry chain, we suddenly found that the gap in our quality control is far greater than the brand or even the technical gap.

At present, most of the automotive textile enterprises in China are producing industrial fabrics, composite materials, coating materials and other enterprises, and lack of strict quality control system.

At the same time, the lack of complete sets of production equipment, the lack of professional factories or equipment before and after processing, so the quality of the final product is difficult to guarantee.

In addition, there is a lack of professional practitioners, and the ability of independent development is generally weak.

Why can textiles reach the standard of wearing, but can not meet the standards of vehicle use? "Europe and Japan have high requirements for product quality, and they are also the main countries in the world.

They have a complete set of quality supervision system for product production. At the same time, we have not set up corresponding quality management system.

Industry experts say.

In the production of automotive textiles, we may be able to meet the needs of automobile production purchasers in quality control of link processes, but there are obvious defects in the resume of quality control system.

The process of quality control is important and the result is very important.

As we all know, Japan and Europe are all countries that enforce strict environmental regulations.

And the textile products we produce are often unable to enter the sight of these buyers because of the "environmental protection" problem.

Entry threshold

The sales channels of automotive products are mixed, and the quality of products is also uneven.

The competition of low-end automotive textiles has entered the "blue ocean" of competition. The profits of high-end automotive textiles have attracted some enterprises eager to enter the industry.

The development threshold of automobile textiles seems to be very low, but in fact it has hidden mystery.

In the field of seat cushion and seat cover with low technology content, competition is fierce and profits are gradually declining.

But in the field of environmental protection materials, filtration materials and high strength composite materials that need high technology content, the profits are very rich.

Automotive textiles are not the products of car covers, saddles, etc. the high-end vehicle textiles include fiber materials used in automobile ceiling, brake parts and filter screens.

According to experts, we have obvious deficiencies in the development of high-end products for automotive textiles.

"Our main problem in automotive textiles is the lack of technological research and development. There is a certain distance between environmentally friendly materials, high-strength composite materials, high-performance automotive filter materials, and electric vehicle battery separator materials.

In addition, the key technology affecting the future development of automotive materials industry is still blank. "

Liu Xiangyang, senior engineer of the 76041 Research Institute of Guangxi Guilin, said.

Low threshold products, low profits, high threshold products profit.

This is particularly evident in the field of automotive textiles.

"Only a small piece of filter, the price is far greater than a set of seat covers."

Beijing Yi Yi Xing auto supplies salesman explained to consumers why the price difference of various products was caused. "Some things do not depend on quantity, only on technology."

If we mention the automotive supplies industry in the past few years, people will surely say that this is an industry with a low threshold. But in 2009, with the pformation of foreign trade to domestic sales, the competition in the domestic market intensified, and the era of low threshold has passed. Even in small businesses in the automotive supplies market in Beijing, the whole store is expensive, and the era of setting up an industry brand in the automotive textile industry is coming.

This is also a sign that the development of the industry is becoming more mature.