Chinese and foreign automotive filter companies compete after the market
Keywords: filter auto parts market competition
In recent years, the rapid development of China's auto industry has driven the market demand for auto parts. The filter industry is an example. It is estimated that in 2010, the total demand for automotive filters in China will increase to 570 million sets, and in 2020 it will reach 1.16 billion sets.
The huge filter market has attracted the attention of many manufacturers, resulting in fierce competition in the current filter industry. The self-owned brand filter companies are struggling to maintain their respective market shares, while multinational companies have poured in and quickly seized most of the high-end markets.
Independent brand market share still dominates
Gu Deyi, secretary general of the Filter Division of China Internal Combustion Engine Industry Association, said that the fierce competition in the filter market has caused no monopoly or near-monopoly in the industry. There are more than 1,000 filter companies in the country, most of which are small-scale enterprises. There are many small workshop-style small factories in the country, and there are more than 30 major enterprises in the industry (including national statistics).
Overall, there is still an advantage in the market share of self-owned brand filters. The self-owned brand companies such as Jinjinwei, Rui'an Xingye and Pingyuan have a relatively large market share, especially Jinweiwei Filter Co., Ltd. According to the relevant person in charge of Jin Jinwei, in the domestic gasoline engine and diesel engine market, Kingway filters account for more than 10% of the market share and are the leading companies in the industry.
With the increase of production capacity, the products of the self-owned brand filter companies not only meet the needs of domestic OEMs and after-sales service markets, but also have a considerable number of filters exported to Europe, North America, the Middle East and Southeast Asia. Wang Quanfu, chief engineer of Jinweiwei Filter Co., Ltd., said that in 2007, the export volume of helium filters had reached more than 50 million.
Now, the quality of self-owned brand filters has greatly improved, but it is undeniable that the biggest advantage lies in the cost-effectiveness. Ge Deyi said that the price competition between self-owned brand filters is still very fierce.
Foreign and joint venture brands seize the high-end market
From the perspective of market share, the self-owned brand filter companies have certain advantages, but multinational companies have begun to occupy an increasingly important market position, almost monopolizing the supporting market for high-end vehicle filters.
At present, Mann-Hummel, Mahler, Sogefi, Fleetguard, Donaldson, Denso and other multinational filter companies have invested and built factories in China. Ge Deyi said that there are more than 10 joint venture filter companies in the country and nearly 10 foreign-owned filter companies.
The competition between these foreign brands is also fierce. Man-Hummel from Europe entered China as early as 1996 and has established two joint ventures in Shanghai and Changchun. Li Yazao, marketing manager of Shanghai Man-Hummel Filtration Co., Ltd., said that as the world's leading professional manufacturer of filters, Mann-Hummel has been taking the high-end route in China. Last year, Mann-Hummel launched nano-technology filter cartridges and plastic engine oil sumps, which are very advanced products.
When it comes to advanced technology, Honeywell also has a say. At the end of last year, Honeywell Automotive Consumer Products Group announced the launch of a highly efficient automotive oil filter in the Chinese market, using highly efficient composite filter media, with a single pass rate of 96% and multiple pass rates of 94%. Friega is also a well-known filter brand in the United States and is part of Cummins. With the large market share of Cummins engines, Fleetguard has occupied a certain share of the Chinese filter market. Experts believe that the advantages of Fleetguard filter are not obvious outside the Cummins system. Mann-Hummel filters are 10% to 15% more expensive than other foreign brands, and customers are happy to accept their products.
Aftermarket competition is more intense
Filters are consumables on cars and need to be replaced on a regular basis.
Therefore, the sales volume of the aftermarket filter is very large.
It is understood that the number of filter companies competing for the aftermarket is far more than the matching market, and most of the filter companies in the main supporting market share a certain share in the auto parts market. Ge Deyi said that in the filter aftermarket, brand concentration is very low, and the market share of the top five filter companies is only 15%. In the matching market, the top 5 filter companies have a market share of 40%.
Iridium has also performed well in the aftermarket, and 60% of its products are for the aftermarket.
The most famous filter brand in the aftermarket is the "Leopard King." Recently, in a survey of filter agents and service stations, "Leopard King" is the most widely covered brand on the market, with 24.7% of dealers selling "Leopard King" brand filters.
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