Forecast Of 2013 Automotive Leather Full Surround Industry Trend

< p > 2012 < a href= "http://www.91se91.com" > Leather > /a > the general situation of full encircling the pads < /p >

< p > 2012 is a year of sustained and rapid development of the automobile leather full surround mat industry. It is also a year when the market is facing fierce competition and constant market adjustment. The overall characteristics are as follows: < /p >

< p > 1, loading rate continues to rise.

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< p > according to the research results of 100 4S stores in China by relevant agencies, in 2012, in the overall share of auto supplies sold in 4S shops, the foot pad was the highest proportion of 4S sales in 85.1% of the market.

Followed by explosion-proof membrane (74.3%), DVD navigation (35.7%), seat cushion (33.3%), changing the market position of electronic products as "rigid demand" products.

Another set of data shows that in 2012, the total value of China's automobile mat Market was about 3 billion 700 million, an increase of 9.6% over the previous year. The total sales volume of automobile mats in the year is about 20 million, up 7.4% over the previous year, with leather occupying 31% of the total.

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< p > 2, the market entered a chaotic period < /p >.

< p > in 2012, statistics show that exhibitors of four large exhibitions including Jason (Beijing), Hongda (Zhengzhou), Kyushu (Guangzhou), Dewei (Taizhou) and so on, found that over 800 exhibitors have been exhibitors throughout the year, plus some other small factories that do not participate in the exhibition. The national foot mat manufacturers should exceed 1200. After calculation, about 28 million foot pads have been put into the automotive aftermarket throughout the year.

About 8 million of them belong to excess capacity.

The enterprises that produce leather mats account for about 33% of the market share, but the situation of overcapacity is more prominent, and the full encircling mats Market has entered a period of chaos.

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< p > 3, the three poles are divided into embryonic type < /p >.

< p > a large number of enterprises are involved, and the overall innovation ability is insufficient, making the foot mat industry gradually evolved into a three pole differentiation industry.

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< p > sales volume is one of the most popular products in the middle and low grade market, with a href= "http://www.91se91.com" > leather high side mat > /a > "leading", the performance of the five golden Taurus brand is the best, and it is in the absolutely leading market position in the middle and low foot pads.

At the same time, Santorini, Tian NIS, Mu Bao, Weiwei, Vitoria, Xin Hongbao and other enterprises or brands also occupy a certain share in their respective markets.

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Less than P, sales of the other pole are produced in high-end pads, leading the luxurious skins of luxury leather products, surrounded by pads for leaders, occupying more than 50% of the high-end market in LARENTO.

According to the survey data of 177 high quality automobile service stores in the country, the LAERNTO veteran brand is far ahead of the top 133 brands in the first brand recommended by the salesperson.

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< p > the third pole of sales is the whole leather surrounded by low leather, which has a large number of manufacturing enterprises all over the country.

These products are mainly aimed at winning at low prices, and are attacking the first-line brands such as five lucky Taurus.

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< p > 2013 development trend of leather encircling pads < /p >

< p > 2013 should be < a href= "http://www.91se91.com" > automobile leather < /a > all year around the industry of the foot mat industry in the big shuffle, the following specific trends.

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< p > 1, market share expanded < /p >

< p > 2013, the market capacity of the pads will also expand.

There are three aspects of good market support: first, there must be a mat for cars.

The car factory can integrate or produce electronic products, but the car factory will never produce foot pad; two is the mat as a "auto parts" supplies, and consumables at the same time, the market capacity is very large; three, the foot pad does not need professional installation, as long as the version is accurate, the quality is good, there is no trouble of after-sale repair.

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< p > as the "big head" in the market of the foot mat, leather's full encircling the foot pad will occupy a share in the whole foot mat Market.

There are various reasons for "saying", but the most important thing is "beauty theory": leather cushions are "luxurious" created by "comfort" and "beauty" to make cars "bright and bright", so they are widely recognized and accepted by owners.

This can be enlightened from the phenomenon of LARENTO's old people positioning their footpad as "luxury" and gaining market advantage.

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< p > 2, the market environment is complex < /p >

We have seen that the number of exhibitors with leather encircling mat is increasing compared with that of last year. However, from the perspective of innovation ability, the overall performance of Guangzhou exhibition is barely enough to see the bright spot. < p > the Beijing exhibition just concluded.

Under such a market structure, a large number of excess capacity will be digested in 2012, and more new surplus will be formed in 2013, and the excess capacity will be digested, so that the characteristics of the "buyer's market" will be even more apparent in 2013. The price war caused by homogenization will enable enterprises to show the characteristics of cutting costs, reducing quality and reducing services, and the market will become more complicated.

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< p > 3, business difficulty increasing < /p >

< p > the increase in total industry does not change the increasingly difficult situation of enterprise management.

Throughout the market, although leather industry will not be surrounded by the leather industry, there will not be a "big family death" situation, but the overall marketing difficulty will be further improved.

Because in the exclusive use of cars, colorful, highly manual, labor-intensive leather surrounded by the market, mold, inventory, marketing capabilities are testing the operation of enterprises, coupled with the coefficient of competition both inside and outside the system are increasing, the current leather surrounded the foot pad operation requires a large number of matching resources to increase, has become a "Bai Fumei" project, the need for "rich handsome" to "match each other".

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< p > 4, brand advantage appears < /p >.

< p > on the one hand, the difficulty of operation is increasing sharply. The test is the capital hard strength and soft power of the foot mat manufacturers. The test of the shoe mater is the control and operation ability of the marketing system.

On the other hand, the market competition is heating up and the industry is being accelerated.

In the mature market, "licensed purchase" will become a trend, when the importance of the brand is particularly apparent.

It is expected that in 2013, the trend of leading brands such as LARENTO old man and five lucky Taurus to lead the high-end and middle and low end market will be more obvious.

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< p > marketing suggestion < /p >

< p > in the increasingly fierce competition environment, it is suggested that the whole leather production and marketing enterprises should exert their efforts in the following aspects and start innovative marketing.

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< p > 1, take the road of differentiation innovation < /p >

< p > special leather cushion for special purpose vehicle has become a project which requires a lot of capital and strong operation ability.

Both production and marketing enterprises should innovate.

The production enterprise should encircled the leather mat completely to carry on the product innovation, if cannot "big change", must carry on "the micro innovation".

Dealers should innovate the operation mode, and deal with many problems such as inventory, supply and price war scientifically.

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< p > 2, take the road of brand marketing, < /p >

< p > the degree of homogenization of products is getting higher and higher, the operating cost is rising, and the price of the brand weak mat is difficult to be strengthened in the terminal stores. These factors must be paid attention to in the business activities.

Production enterprises should make more budgets and become more powerful in brand building and actual operation; dealers and terminal stores should discard the opportunistic practice of multi brand operation ("east side does not brighten the west").

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< p > the ideal way is to choose the brand carefully, integrate into the strong brand system, carry out the brand operation, improve the operation brand, and finally win the brand premium.

As Lin Jianming, general manager of Fujian Yong Lian said, foot pad has entered the era of brand operation, and channel merchants and agents should choose the brand with high quality and stamina.

With the gradual maturity of the industry, the quality and service value of good brands are the driving force to push the development of agents and terminal stores to a new level; therefore, judging whether a product is good or not depends on quality and service and system matching.

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