Doing their part in the competition MANN+HUMMEL wants to expand its market share in the filter industry

The rapid development of the automotive market in the past two years has led to a leap in the parts and components industry. The entire parts and components industry is in urgent need of large giants to integrate, and at the same time it needs the emergence of leaders in the market segments. Zhang Jing, general manager of the after-sales market business of MANN+HUMMEL, said in an interview with reporters that opportunities for the filter industry are equal, and everyone can strive to be the leader.

be oneself

With the development of the vehicle market, China's auto aftermarket can be said to usher in its spring. The increase in vehicle sales has led to a sharp increase in the demand for parts and components in the market. However, many rules, rules, and regulations of the entire industry are not yet in place. To put it simply, the current aftermarket in China is not mature enough compared to the aftermarket in other countries. Many regulations need to be improved.

However, for MANN+HUMMEL 's development in China, Zhang Jing stated that since entering the Chinese market, MANN+HUMMEL has been making continuous progress. From our perspective, we also need such continuous progress and integration. Because China's market has its particularity and complexity, the development of the entire market is undoubtedly the common expectations of major companies.

For a company, to do well, the most direct manifestation is the product's market share. In the Chinese market, there may be one or two thousand companies that make filters. There are very few brands that really make most people aware of it. With certain brand influence, domestic and international brands add up to dozens. However, these so-called big brands do not have a particularly large market share in the Chinese market. So we can say that China's filter market actually lacks a leader. Considering the comprehensive factors, compared with the leading companies in Europe and the United States, the leading enterprises in the Chinese market still have a certain gap between the market share of the single companies. In this sense, it can be said that the filter industry is still in a state of headlessness.

However, this is not a bad thing. Zhang Jing stressed. Because of this, it also gives more opportunities and development space for various companies. For each company, opportunities are equal, and everyone can compete for the leader to see who can stand out in this fierce market competition. It is precisely because of the breadth and complexity of the Chinese market that all companies have put forward strict requirements in adapting to the market, including the speed of response. In the past two years, the automotive market has developed at a rapid rate and the introduction of new models has continued to emerge. As a parts and components company, MANN+HUMMEL products must keep pace with the launch speed of these new vehicles in order to meet market demand. In addition to the current changes in the Chinese market, in addition to improving their responsiveness, we are constantly making adjustments in brand strategy, pricing strategy, and marketing network construction. For a foreign brand like MANN+HUMMEL, How to integrate into the Chinese market faster is a big issue.

Actively participate in competition

For participating in the domestic and foreign competition in the Chinese market, Zhang Jing thinks that the most obvious advantage of MANN+HUMMEL is reflected in the product itself. Each of our yellow-green packaged MANN filters satisfies the host's quality requirements. In this regard, not every filter brand can do it. Of course, this is due to MANN+HUMMEL's many experience in host matching in the world. It can be said that this is our innate advantage. However, as we have acquired it, we are constantly improving our own research and development capabilities, from product quality, innovation and Three aspects such as services constantly strengthen their core competitiveness.

In addition, at present, MANN+HUMMEL’s network construction in China's economically developed regions will also increase its own market competitiveness. At present, each province has its own distributors, and we hope to continue to go among these dozens of dealers. Develop partners that are worthy of long-term cooperation. MANN+HUMMEL will not blindly expand or reduce its dealership. We hope to achieve a win-win result by establishing a long-term and stable cooperative relationship with distributors. For MANN+HUMMEL, the business is not just about buying and selling, so MANN+HUMMEL has a wide range of policies for its distributors, including business and training. Although MANN+HUMMEL only directly manages its own tier-1 dealers, it will help these distributors to manage and develop downstream markets.

At the same time, MANN+HUMMEL also enhances the market acceptance rate of its products by cultivating consumers. Zhang Jing told reporters that in fact, for consumers, brand-name publicity is far from enough, and MANN+HUMMEL advocated in the industry and has always insisted on the transfer of knowledge. Consumers today may not be interested or have the means to truly understand these components. However, as a professional repair shop should know, but whether they will recommend the right and suitable products, this has a lot to do with the source of knowledge and reliability, practicality. The current Chinese auto aftermarket is still quite young, so we say that the basic knowledge is the current we must do. For example, we launched a Tec-man training program for repair shops in China with a number of multinational corporations. We hire experienced training instructors and hold training sessions in different regions every month. Product and technology in-depth explanations and training.

MANN+HUMMEL sales increased by 30.4% in fiscal 2010, which also exceeded the average growth rate of the global automotive industry. Zhang Jing said that for 2012, this base number of MANN+HUMMEL will only continue to increase. For the future development plan, MANN+HUMMEL pursues a reasonable and stable growth, which will be more conducive to long-term development.