"Pro-Yuan Xian fish, as retreat webs". The temptation of the lucrative profits of the Chinese car audio market has made it possible for any major player to go back to the sky. More and more domestic car audio companies are no longer willing to be in Linyuan.
OEM Market: No Immutable Love
In the OEM market for car audio, although major car manufacturers already have fixed car audio supply partners, the “bad†nature of pursuing profits, lowering costs, and seeing things in different ways has caused car audio companies to dare not to believe that they will remain unchanged. feeling.
However, in the Chinese car audio market, where “fat fish†is agitated, foreign companies have already tasted the deliciousness of “fresh fishâ€; however, domestic companies have not been able to “free the hook†by Jiang Ziya. How do they “net fishingâ€? What?
In the domestic car audio market, the scale of the aftermarket is relatively small, and most domestic companies share the OEM market with foreign companies. However, such as the world's larger car audio manufacturers are mainly focused on the aftermarket, their sales in the Chinese market is not very large. Although they are not currently the main threat for domestic audio companies, more strategic changes have begun to appear in some multinational corporations since the beginning of this year.
As we all know, car audio as an important decorative part of a car must match the overall design of the car. It is an important feature of car audio itself that it is suitable for the design and production of the car itself. For example, the audio used by Shanghai Volkswagen Santana is customized according to the requirements of the German public. Unlike before, there are not many domestic enterprises that can now meet this requirement. Competition has intensified.
It is against this background that domestic companies that do not have the appearance of “third party†have become more and more shiny on the OEM stage in the process of continuously improving their own temperament. The eyes of automakers have become the most "beautiful" fish ponds in car audio companies.
It is understood that Fujitsu-Tian specializes in providing audio for Toyota vehicles. Visteon provides Ford OEMs, Delphi and Sapphire respectively to provide general-purpose and public car audio systems. Companies such as Visteon and Fujitsu Tian set up factories in China and some products are also sold back to Japan and the United States.
However, some people in the industry believe that these car audio companies mostly provide products for only one car manufacturer, and their flexibility is relatively poor. Moreover, such as Visteon, Fujitsu Tian, ​​etc. in China has only manufacturing capabilities, product development and design must also rely on other companies. Their parasitic relationship with automakers makes it difficult for them to continue to sit back and relax.
More importantly, the auto makers' feelings are not very specific, and some purchase orders will change every year. Some suppliers of car audio supply will be obsoletely eliminated, which also provides more domestic car audio companies with more The machine.
Aftermarket:
Although you are not the best, I only like you
An important part of car audio is the aftermarket. Alpha, Kenwood, Clarion, JVC, Sony, Pioneer and other famous Japanese car audio manufacturers have already occupied half of the country. More and more car audiophiles and enthusiasts are reveling in the conversion of their car audio after buying a car. They choose according to their preferences and do not care if the sound is high-end.
A general manager of a car audio development and design company believes that the market share of car audio in China will not exceed 10% within a year or two. This has a certain relationship with the habits of Chinese car users.
According to Tang Yuanxiang, director of the industry division of China Electronic Audio Industry Association, the market for car audio in Western developed countries accounts for a large share of the entire car audio market, as foreign car users have begun to treat cars as a mobile entertainment venue. Sound can be freely loaded and unloaded for entertainment anytime, anywhere.
In Western countries, the audio options for car users are not necessarily high-grade, depending on their preferences. This actually provides opportunities for domestic companies. As China's car audio industry has a better manufacturing advantage, low-end, mid- to low-end car audio with high quality and low price may be favored by foreign users. Therefore, entering the international market can bring some business opportunities for domestic car audio.
It is understood that the overseas automobile audio after-sales market is well-developed, and car users do not even have to go to a dedicated car audio store and spend more than 40 US dollars to buy their favorite car stereo in the supermarket. Among them, digital tuner recorders and CDs are currently the mainstream of car audio.
A lot of domestic business opportunities
Although the domestic car audio market is quite prosperous, like domestic audio, domestic companies do not have the core technologies such as key parts and components of car audio, which is the deep pain in the entire car audio industry in China. Moreover, due to its own characteristics, car audio is even more obvious in the core technology.
In addition, domestic car audio companies also know very little about car manufacturers' "automobile agreements."
"Automobile Agreement" is one of the soft underbelly of domestic car audio companies as car manufacturers guide car audio companies to provide audio codes for their cars. Therefore, domestic car audio companies have developed and designed sounds that meet the requirements of the "Automobile Agreement", which requires a relatively large amount of work.
Different from home audio, the biggest characteristic of car audio is that it must integrate with the car itself. High temperature resistance and shock resistance are two characteristics that car audio should possess. However, at present, domestic and foreign companies have basically overcome this problem.
The advantages of domestic companies in terms of market and cost are no worse than those of foreign companies such as Panasonic, Sony, JVC, etc., but there is not a small gap between them in terms of brand awareness and technology accumulation. Especially in terms of technology development and design, domestic enterprises started late.
In fact, there are still many opportunities for car audio to be reserved for domestic companies. Currently, digital tuner recorders and CDs are still mainstream products in the domestic car audio market. HD-CDs, automotive VCDs, and car DVDs are emerging. However, it takes a long time for these products to mature.
Thus, with ponds, fish, and nets, whether or not you can eat fish depends on your own business.
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