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 (ZT)关于前几天有人提到的汽车配件问题 |
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Average Joe
头衔: 海归少尉
加入时间: 2004/12/15
文章: 26
海归分: 3521
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作者：Average Joe 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
According to the China Automobile Industry Association, one year after accession to the WTO, China's automobile industry has hit a ten-year record high for vehicle production. The restructuring of the industry has laid a solid foundation for growth for the big three auto groups and a number of key auto companies that are dominating the market. In 2002, China's total vehicle output was 3.25 million vehicles, a 38.5 % increase over the previous year. The sales of new vehicles reached 3.24 million, a 36.7% increase over the previous year.
Increased demand for private cars has become the main factor stimulating growth in the automobile market. In 2002, China's GDP per capita reached US$900 and even surpassed US$3,000 in some coastal areas of the country. Over half (54%) of the passenger cars and mini-vans were that were sold were purchased by individuals in China.
According to China's WTO agreement, three years after accession, American and other foreign companies will have the right to distribute most automobiles and related parts into any part of China. American motor vehicles enjoy a good reputation in China and will become more popular in a few years due to a reputation for high quality, excellent safety, comfort and convenience. U.S. companies should capitalize on this growing market.
I. MARKET HIGHLIGHTS & BEST PROSPECTS
A. Market Profile
Continued economic growth in Sichuan has greatly promoted interest in automobile purchases. The number of motor vehicles on the road in Sichuan was 1.1 million by the end of 2002. Chengdu alone claimed to have 800,000 vehicles on the road, ranking third in car ownership in China after Beijing and Shanghai and number two, on a per capita basis, after Shanghai. Chengdu is one of the few popular commercial cities in China that takes a lead in introducing new life styles. The people of Chengdu are very advanced in the concept of consumer markets and personal consumption, compared to most other parts of China. The local government's favorable policies also stimulate automobile purchases. According to the Chengdu Transportation Administrative Bureau, every day more than 300 new vehicles are registered, most of which are family sedans.
In recent years, Chengdu has established a super transportation network including several large trunk roads, bridges and overpasses. The newly established 3rd Ring Road, with a total investment of US$790 million, easily connects six radial highways to other cities in Sichuan and Chongqing. The Chengdu-Chongqing expressway, Chengdu-Mianyang Expressway, Chengdu-Nanchong Expressway, Chengdu-Leshan Expressway, Chengdu-Yaan Expressway and Chengdu-Guanxian Expressway have greatly facilitated the transport of commercial goods and commodities and provided convenient travel opportunities for family cars.
Growing car consumption has promoted the development of the auto maintenance and repair business sector. Currently there are 20,000 automobile maintenance and repair shops in Sichuan. Chengdu has 4,000, representing one fifth of the total, of which there are 220 Grade 1 Enterprises and 1,200 Grade 2 Enterprises, approved by the provincial and municipal governments respectively. In recent years, development trends for modern automotive aftermarket services have caused Chengdu businesses to establish more than 100 three-in-one (3S) and four-in-one (4S) auto service centers. The "4S" stores can provide auto sales, maintenance/repair, parts supply and information
services for authorized car models whereas the "3S" stores are engaged in auto sales, maintenance/repair and parts supply. Scattered repair shops are the main channels for non-genuine parts. Although there are numerous auto repair and maintenance shops along the streets of Chengdu, their competitive capability is not strong due to low skilled labor, a lack of funds, outdated equipment, fake parts and poor management. In general, there is good market potential for aftermarket automotive products and services for U.S. companies.
B. Statistical Data
Auto Parts Market in Sichuan Province (USD million)
2000 2001 2002 Est.
Growth
(2002-03)
Import Market 0.44 22.42 23.98 7%
Local Production 362.75 411.12 468.67 14%
Exports 5.77 4.97 5.24 6%
Total Market 357.42 428.57 487.41 14%
Exchange Rate USD1.00 = RMB 8.27
The above import and export statistics, obtained from Chengdu Customs, should only be used as an indication of market trends and may not reflect the actual value of the market in Sichuan. Many of the imported auto parts and components are shipped to Sichuan through Shanghai and Tianjian Customs by product agents.
The following tables illustrate the growing auto market in China. According to Chinese Customs statistics, China witnessed a rapid increase in the import and export of automotive products in the first five months of 2003.
China's Automotive Imports & Exports
(First Five Months of 2003)
Vehicles including
Complete Sets of Parts
Key Parts
Spare Parts & Accessories
Imports
1968
( USD Million )
1028
( USD Million )
2424
( USD Million )
Growth rate over the previous period
82.6% Vehicles
107.5%
Complete Sets of Parts
144.5%
117.2%
Exports
137
(USD Million)
239
(USD Million)
1422
(USD Million)
China's Automobile Imports & Exports
(First Five Months of 2003, Units)
Total
Sedans
SUVs
Min-buses
Buses
Trucks
Special vehicles
Imports
72,399
40,724
20,289
4,659
1,666
3,594
1,467
Exports
30,820
n/a
n/a
n/a
n/a
8,014
19,725
Source: China Auto News June 24, 2003
According to the statistics, Japan ranks first in terms of China's automobile imports including sedans and SUVs, taking up to 55% of the total. Korea is next, followed by Germany, the United States, Sweden, Poland, France and England. China's major auto exports are special vehicles, taking up to 64% of the total, and trucks, 26%.
C. Best Sales Prospects
In line with China's WTO agreement, by 2006, international automotive companies will have full distribution rights for vehicles and parts. This will undoubtedly put much pressure on China's domestic automotive industry. Automotive aftermarket services will also face major challenges from foreign companies.
Over the years, China's comparatively young auto maintenance/repair industry has remained a dirty, chaotic and inferior business. As more and more electronic devices and modular systems are used in vehicles, many small and medium-sized repair firms have lagged behind in maintenance testing equipment, management skills and information networks. It is difficult for those companies to survive in the growing competition.
Best Sales Prospects
Engine category:
--- easily replaced products such as air filters, oil filters, and spark plugs
--- inlet and outlet valves
--- car cylinder head blank, inlet pipes
--- fuel injection systems
--- automatic gear case, aluminum alloy die-castings
--- automatic gear case gears and bearings
Chassis and drive train parts category:
--- non-durable parts and components such as clutch disks, facings, pads, brake hoses
--- shock absorbers
--- aluminum alloy wheels
--- ABS systems (antilock brake systems)
--- aluminum radiators
Body parts category:
--- wiper blades
--- auto lighting and bulbs
--- rear mirrors
Other products:
--- electrical/electronic parts -- non-durable and sporty accessories
--- auto care chemicals such as wax and rustprofing solutions.
--- tires
Testing products for body shops:
--- computerized four wheel locators
--- emission testers
--- black jackets
--- tire removers
II. COMPETITIVE SITUATION
A. Domestic Production
The auto parts manufacturing industry in China still remains low level, small-scale, fragmented and with many duplicate operations. Most of the auto parts manufacturers cannot reach a scale of production that is financially viable over the long term. In terms of foreign investment, China now has about 230 auto parts joint ventures. Companies with contracted investment above US$10 million make up 4% and those between US$1- 10 million make up 74% of the total. Very few have reached full-scale capacity. Most production output is scattered. The number of companies producing the same product is five to six times that figure in developed countries but production output is only one tenth that of developed countries. In addition, the standard rate of production for Chinese auto parts companies is as low as 8% while the rate for developed countries can exceed 80%. Generally many auto parts companies in China are weak in research and development, not to mention development of electronic products and automatic systems. Companies rely on OEM product drawings and their products are not very reliable due to inefficient testing instruments and a lack of quality control. The products can barely meet dynamic market demands. The sluggish auto parts industry in China has severely blocked the development of the country's entire automobile industry
B. Third-Country Analysis
For many years, Denso, the largest Japanese auto parts manufacturer, supplied its products directly to Honda and entered the China market under the Honda brand name. As a result, many Chinese customers know little about the Denso brand. For some time the price of Denso's products already in a Honda vehicle was higher than that of Denso parts sold on their own. This unfavorable situation has forced Denso to separate itself from Honda and promote products in China using the Denso brand name, including products for the automotive aftermarket. In November 2002, Denso authorized Zhonglian Auto Parts Company, a leading auto parts trade company based in Beijing, to be its exclusive agent in China. Since Zhonglian had set up close business relationships with more than one hundred large auto parts marketplaces in 25 provinces and cities across China, it was much easier for Denso to maintain a good market share in the automotive aftermarket. A group headed by Denso, and including more than 10 Japanese auto companies, joined forces with Zhonglian Co. to explore China's automotive aftermarket. As a Denso representative stated in a recent interview with the China Auto Newspaper not only have they paid attention to the huge potential of the automotive aftermarket, they have also incorporated their Chinese partner's marketing concepts and the structure of the market into their plans which will help them achieve large-scale business and the highest profit margins in the automotive aftermarket in China.
Japanese companies are very ambitious and always have an eye on China's auto parts industry. Currently there are 130 Japanese joint venture auto parts manufacturers in China. Some prestigious Japanese companies such as NGK Spark Plug Corporation Ltd. and Seiko Epson Corporation are planning to set up auto parts factories in China soon.
European firms have also made great efforts to enter into China's automotive aftermarket. Bosch Co. (Germany) has established 150 auto maintenance and repair stores in major cities. It plans to set up 300 gasoline engine and 100 diesel engine maintenance and repair shops by the end of 2003. By 2010, Bosch plans to have 1,000 shops in China, offering fast and convenient services to Chinese customers.
C. U.S. Market Position
Delphi and Visteon, former in-house parts manufacturing departments of GM and Ford respectively, are growing in world markets with revenues of several billion dollars. Delphi has set up 11 joint venture auto parts companies manufacturing over 40 kinds of parts and components in China. It not only supplies the major OEMs in China but also exports to the international market. Delphi's main products such as coil clusters and life-span batteries have taken a 24% market share in China. The company is also the leader in the development and production of EMS (Engine Management Systems) in China. Visteon has five joint venture auto parts companies in China. American firms are facing strong competition from Japanese companies who are making joint efforts with their prestigious home-country car manufacturers to enter the Chinese market with sophisticated marketing skills.
III. END-USER ANALYSIS
A. The Automotive Aftermarket
OEMs in China have attached great importance to the construction of four-in-one stations (4S). All types of genuine auto parts and components are distributed through this channel via Chinese automakers, their own wholesale companies, and authorized repair and maintenance shops.
The 4S station is a new development trend in the Chinese automotive aftermarket. Usually 4S stations include a large space for car display, a maintenance workshop, a warehouse and a staff-training center. The 4S shops have the advantage of good testing and maintenance equipment, complete technical data from the OEMs and high quality and skilled employees that will ensure better service for customers. Because of the large investment put into construction of 4S stations, their service charges and maintenance fees are naturally much higher than at independent garages.
The 3S stations, popular a few years ago, are involved in auto sales, parts and components supply, repair and maintenance operations. Their equipment and repair/maintenance parts are determined by authorized carmakers.
Small and medium-sized auto repair companies are facing great challenges from the 3S and 4S stores. Because of a shortage of capital, skilled personnel and the lack of advanced equipment, these companies operate as backward, small-scale workshops using a lot of hand labor. To keep themselves alive, they often use cheap and fake products as replacement parts and components for vehicle repairs and protective maintenance. Auto parts makers, producing shock absorbers and shaft and cylinder head blanks, have established their own distribution channels with auto parts trade companies and large repair stores.
Non-genuine auto parts are distributed through traditional wholesale channels (which includes members of the China Auto Maintenance and Repair Industry Association) and jobbers (secondary wholesalers and independent garages).
B. Customers' Frustration
The cost for maintenance and repairs is a major frustration for Chinese customers. There is a major difference in price between 4S stores and street garages. Prices range widely for the same product due to different sales channels and manufacturers. As auto parts are marketed by OEMs, their affiliated companies and parts trading firms, it is very difficult for customers to distinguish one from another. Therefore, customers feel frustrated when trying to find reliable repair shops where they can get a reasonable price.
Another headache for end-users is the quality of the auto parts and services. Good and bad are intermingled in the auto maintenance/repair sector and some repair shops often use fake products. The user may pay a high price but cannot be guaranteed quality of service. Sometimes, the user will be cheated by some auto repair companies who claim to have replaced an assembly or a whole system when only a small adjustment or a replacement of a specific part was needed. To avoid being cheated, many customers go to 4S stations for protective maintenance and repair. While enjoying good service at 4S stores, customers pay higher bills.
Currently there are not many imported American cars in Chengdu. Industry insiders anticipated that in the next five to ten years, with import tax reductions brought about by China's entry into the WTO and local peoples' growing purchasing power, there will be an increasing demand for American cars that are well known for convenience, luxury and high performance. As a result, there will also be a higher demand for U.S. auto parts and components.
IV. MARKET ACCESS
A. Import Climate
With China's accession to the WTO, the automobile market in China is gradually opening up. Tariff rates on automobiles will be reduced year by year as shown in the table below.
WTO Automobile Tariff Reduction Schedule (%)
Initial Rate
Yr.1
Yr.2
Yr.3
Yr.4
Yr.5
Yr.6
Jan Yr.7
July Yr.7
100
77.5
61.7
50.7
43.0
37.6
30.0
28.0
25.0
80
63.5
51.9
43.8
38.2
34.2
30.0
28.0
25.0
In compliance with China's commitment to the WTO, in 2003, tariffs will be reduced to 43% for 3-liter vehicles and to 38.2% for vehicles lower than 3 liters. Quotas for automobile imports will be USD9.13 billion. It is expected that the overall number and types of models of imported vehicles will be larger than in 2002.
The reductions in tariffs will make it much cheaper for foreign firms to export finished vehicles to China. Tariffs on automobile parts and components will also be reduced from the current average of 23.4 % to an average of 10% by 2006. Reduced tariffs on parts will allow companies to import essential components, at a lower cost, that cannot currently be found domestically. Quotas for automobile imports will begin at an initial level of USD6 billion and will grow by 15 percent annually until they are eliminated completely in 2006. Also, three years after China's accession to the WTO, American and other foreign companies will have the right to distribute most products, including automobiles and related parts, into any part of China. The State Ministry of Transportation announced that effective December 1, 2002, foreign companies including those from Hongkong, Macao and Taiwan, can cooperate with Chinese companies to set up joint ventures in shipping, forwarding, warehousing and maintenance/repair. Foreign investment in these sectors will be permitted to reach 75% of the total investment.
With China's accession to the WTO, non-bank foreign financial institutions will be permitted to engage in automobile financing. This will allow Chinese citizens to apply for loans from car manufacturers or credit institutions and pay for their cars on installment plans over several years. Currently, most buyers with significant personal savings pay for cars in cash. Auto financing is available only through the major Chinese banks: the Industrial and Commercial Bank of China (ICBC), China Construction Bank (CCB), the Agricultural Bank of China (ABC) and the Bank of China (BOC). Currently only 10% -15% of purchasers in China have auto loans.
To attract foreign investment, the Chinese Government allows Foreign Invested Enterprises (FIEs) to import capital equipment related to their production free of duty and value added tax. The Ministry of Foreign Trade and Economic Cooperation (now called the Ministry of Commerce) and the General Administration of Customs announced the duty exemption rate for high-tech industrial products on January 1, 1998. The exemption is available only to FIEs engaged in projects classified by the State as "encouraged". Qualified FIEs should obtain duty-free approval from the State Development and Planning Commission and receive pre-approval from the State Administration for Import and Export Commodity Inspection for each imported shipment.
B. Distribution/Business Practices
Basically, there are three ways for U.S. firms to enter China's market: find a qualified agent or distributor who has built up a vast sales network in a certain area of the country, set up a representative office to assist local distributors with product promotion and establish a joint or solely funded venture. Considerable market research should be done before making a decision. There are cases where some joint venture and technical cooperation agreements have encountered problems in funding, management and Intellectual Property Rights (IPR) protection. U.S. firms are advised to take normal business precautions when choosing Chinese partners.
For companies new to the China market, a good way to enter the market is to work with experienced parts trading companies that have established a regional sales network with a good business reputation. Agents and distributors are geographically contracted for the automobile and auto parts market since the China market can be divided into at least six regions such as the South (Guangdong), the East (Shanghai), the Beijing-Tianjin region, Central China, the Northeast (Shenyang ) and the Southwest (Chengdu). American companies may need to find several agents for different regions. Each agent may cover one or two of the country's many regional markets. One alternative method of entry into the Chinese aftermarket is OEM sales to a Chinese auto manufacturer. This means that the foreign manufacturer enters the Chinese market through technical cooperation, technology licensing or technology export with local auto parts makers. In addition, easy replacement, price competitiveness, and brand image are key factors for U.S. products in the China market.
C. Trade Promotion Opportunities
The 6th Chengdu International Automobile Exhibition, November 6-9, 2003, Chengdu International Convention and Exhibition Hall, Chengdu, Sichuan Province
The 2003 China Automotive Service Products Expo and Family Vehicle Maintenance Knowledge Symposium, November 20-23, 2003, National Agricultural Exhibition Hall, Beijing
The 8th China Chongqing Investment and Trade Fair & Three Gorges International Tourism Festival (Automobiles, Motorcycles and Parts Show), April 25-28, 2004,
Chongqing Technology Exchange Center, Chongqing
The 5th Chengdu International Automotive Aftermarket Products Expo, May 21-24, 2004, Chengdu, Sichuan Province
作者：Average Joe 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
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 (ZT)关于前几天有人提到的汽车配件问题 -- Average Joe - (22657 Byte) 2005-1-15 周六, 01:29 (1932 reads)
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