Although Denso has a high ranking in global parts companies and its reputation is very loud, as one of the world’s first parts and components companies to enter China, the low-key Japanese Denso Company is like a giant crocodile crouching in the Chinese automobile industry. In the torrent, even many people in the industry could hardly hear the sound of electric equipment. It was only in the past year that the caller installed a partnership with the China Automobile Industry Association to help domestic parts and components companies conduct lean production implementation activities. Only then did the industry have some in-depth understanding of electricity.
In fact, since the factory was established in China in the 1990s, Denso has been active in the Chinese automobile industry chain. For example, on the body of one of the earliest Japanese-made models, Xiali, we can find the shadow of electric products. During the 2012 Beijing Auto Show, our correspondent once again interviewed Mr. Yamada, general manager of Denso China, Mr. Matsushita, deputy general manager of Mr. Matsushita, and Mr. Yoshida Tai, head of Denso Shanghai Technology Center, and learned a clearer picture. Electric equipment.
In the Chinese market, the foreign matching amount will double
From the establishment of factories in China in 1994, after more than 10 years of development, the number of affiliated companies in China has grown to 27, and the number of employees has reached 11,000. So, what is the ambition of doing more and talking less in China? “Challenge the world's first, speed first, implement it swiftly, give play to the global teamwork, and provide the world with environmentally friendly, safe, comfortable and convenient products and technologies.†Global guidelines. From the expression of “teamwork and effortâ€, we can think more about the Chinese style of speaking. In the past, the development strategy of the Denso China market, which is not clear, seems to find many similar points.
To understand the current status of Denso's market in China, we must first understand the main products that are installed in China. In the words of Panasonic’s deputy general manager, Denso’s products are in line with its global policy, covering four major areas of environmental protection, safety, comfort, and convenience—specifically, electrical products based on generators and starters, and automotive air conditioners. System products, fuel injection system products, heat exchange technology products, automotive integrated circuits and automotive electronic control products. Looking at the current situation of electrical equipment and domestic manufacturers, although it is still mainly concentrated on Japanese cars represented by Toyota, but more than three years ago, Denso has consciously started supporting the system outside the system in the Chinese market. Yamada said that in order to consolidate the business in the Chinese market, Denso has strengthened its sales efforts for Japanese, European, and European brands, as well as its own brand manufacturers, and has set a target of 50% in 2015, that is, to match the amount of cars outside Japan. The level in 2011 will double, and will build strategic partnership with more Chinese independent brand manufacturers. This target plan coincides with the goal of Denso to increase the business of emerging market countries from the current market share of 10% to 20% in 2015.
Build a cooperation foundation with public welfare undertakings
"Through its contribution to the Chinese automobile society, it strives to become a company that China needs." This statement seems relatively simple, but as the general summary of the strategy for the electric installation of the Chinese market, it has its practical significance. Since mid-2011, Denso has cooperated with the China Auto Industry Association, the most authoritative automobile industry organization in the country, to carry out lean production education activities mainly for parts and components companies in China, and to provide lean production education to domestic auto parts companies for free. Support, and in the lead role in cultivating benchmark companies, and then guided by the electric installation experts to help other companies continue to implement, and gradually form a benign interactive cycle, so as to achieve the purpose of improving the management level of the entire industry. It is evident from the determination to build the China market. This action itself also strengthens the relationship between Denso and the domestic auto industry organizations and companies, laying the foundation for further implementation of localized R&D and production.
Strengthening China's technological system
Studying Denso’s Chinese market strategy, the reporter found that the “locally adapted†slang term is a very Chinese language that has become one of the best languages ​​for Denso to open up new markets. Although the market share of Japan’s autos was affected by the earthquake and tsunami that occurred in Japan in 2011, it also greatly affected the performance of Denso, but Yamada is still optimistic about the entire Chinese market. From Denso's forecast of the future Chinese market, we can also see that “In 2015, we will reach a scale of 26 million vehicles per year, with significant growth in self-owned brand vehicles, and further popularization of environmentally friendly products, energy-saving and new energy vehicles.†More positive than the predictions of many Chinese experts.
"Strengthening the technological system in China" is one of the key points for Denso's next step in China's work. As a typical representative of Denso's promotion of China's business, its expansion of the Shanghai Technology Center demonstrates the confidence of Denso's continued development in China. Denso Yoshida, head of Denso Shanghai Technology Center, told reporters that the Shanghai Technology Center, which covers an area of ​​27,000 square meters, will invest an additional RMB 550 million in the layout and put into the wind tunnel simulation environmental laboratory and the vehicle high and low temperature laboratory. The product testing room of the vehicle exhaust gas laboratory, engine test room and air conditioning will focus on the development of vehicle power control systems, hybrid/electric vehicle systems, driver assistance systems, remote service systems, and thermal control systems. Yoshida Taechi stated that the Shanghai New Technology Center will be the same as the Denso Japan headquarters and will establish four major technology departments for powertrain, electronics, thermal technology, and information security. In addition to these technical support, Denso will also gather all functions from business planning to after-sales service, and set up a reliability center for in-house product evaluation and analysis in the new technology center to further strengthen the full-service capabilities of the Shanghai Technology Center. .
Strong sound has been sent to the Chinese car market
The reporter noted that along with the advancement of Denso's market strategy in China, its strategic cooperation with domestic auto makers and related companies and institutions has already begun. Previously, the electric air-conditioning system was located in Changchun, forming a supporting system for FAW-Fengyue, FAW-Volkswagen and FAW Car; and Denso teamed up with Tongji University in Shanghai to use the inter-vehicle communication technology to control traffic on the urban road in Taicang, Jiangsu Province. System verification experiment. A series of actions showed that Denso has already made a sound in the Chinese market from a not-so-sounding doer. The electrical equipment needed by the Chinese auto industry has emerged.
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