Auto Parts Circle: Hello, Auto Parts colleagues across the country, welcome everyone to gather at the 2018 Shanghai Frankfurt Auto Parts Exhibition. It is also very honored that Mr. Cai Jialun, the brand marketing department manager of Dongguan Shanduoli Auto Parts Co., Ltd., was able to take time to accept an exclusive interview with the auto parts Circle. First, please let Manager Cai introduce the current development of the company? What is the overall sales of the product as of 2018?
Cai Jialun: Shanduoli has been developing rubber strips for more than 40 years to specialize in producing wipers. For 40 years, it has been adhering to the business philosophy of "quality first and safety first". Because of this, we can continue to gain the support and trust given by the market.
This year, we launched the third generation of boneless wiper "New Infinite Multifunctional Boneless Wiper Wiper" in the market. This new product integrates the essence of Shanduoli, low-wind resistance streamline shape that meets wind dynamics, more than ten patented multifunctional accessories and the first quality requirement we attach the most importance to. It is the best product of Shanduoli in the past ten years.
of course, through the launch of the "new infinite multifunctional boneless wiper", it has driven the double growth of Shanduoli's after-sales market sales in the entire domestic market, and next year it is more expected that the growth of market sales feedback it will bring will be more significant.
The overseas and car manufacturers' supporting parts are still growing steadily as before, especially this year's overall growth ratio has exceeded our company's estimated goals, which is a very good encouragement for the sales team. We deeply believe that both domestic and overseas sales growth come from the support and trust given by the market for Shanduoli's business philosophy.
Auto Parts Circle: What are the competitive advantages of enterprises in the fierce market competition?
Cai Jialun: Shanduoli's good quality is the best testimony given to us in the market. We are also constantly striving for progress. This year, we have also taken "becoming the industry's first quality wiper supplier" as our vision. I believe that the reason why we can gain a foothold in the wiper industry is our persistence in quality. Of course, the so-called good quality is not just a slogan. It is one of the corporate cultures we have established for decades. From grassroots employees to chairman, they all have the same business philosophy. It is not easy to establish a corporate culture like
. As a traditional manufacturing industry, we can better understand the importance of every detail through the execution of 6S. Only by perfectly executing interlocking details can we present a perfect product.
is also because we attach importance to every detail, for us, whether it is in research and development, testing or production, it is an indispensable point in developing a good product. Corporate culture is definitely our advantage based on the market.
Only with good corporate management can we create a good corporate culture and integrate business philosophy, and jointly create a good product.
Auto Parts Circle: At present, many companies in the automotive aftermarket have shifted from "production" to "service-oriented". What do you think about this?
Cai Jialun: Early industrial distinctions can actually be roughly divided into two categories, one is manufacturing (so-called production type), and the other is service industry (so-called service type). Nowadays, industrial globalization makes competitiveness not only domestic competition, but also global competition. Naturally, traditional manufacturing industry faces transformation, production alone cannot meet the needs of customers. Only "one-stop service" will be the advantage of today's global competition, and at the same time it can also improve the service quality and irreplaceability of traditional manufacturing. I agree with this turn, and this transformation is also Shanduoli's corporate culture and goal. The "quality" we advocate represents not only the product aspect, but also covers the docking and post-sale service of front-end customers. This requires the completion of "service orientation". "Production-combining service" will be one of the majors that must be possessed in the future. What we are doing is also such a combination, not just a simple turn and change.
Auto Parts Circle: As we all know, channels are the focus of automotive parts sales. How does your company expand in terms of channels?
Cai Jialun: Consumable parts are actually nothing more than three main channels, including supporting manufacturers, OEM and distribution channels. Shanduoli's decades of sales experience is also based on these three main channels. However, new channels have gradually emerged in the past three years. For example, the current very mature e-commerce channels and the new chain O2O system (online combined with offline) have all had a scale that affects the market, so automotive parts companies are actually facing the transformation of tradition and the new era, except for what we just mentioned. In addition to the service area, the shift in sales channels is also very important. The Shanduoli brand also opened flagship stores on Tmall and JD.com in 2016, and also expanded the sales of JD.com self-operated stores. Such a channel is a service channel that directly faces car owners. Of course, the combination of channels in the chain system is also the channel we are currently promoting. In addition, we are also planning a new channel model for the combination of different industries. We hope to serve every car owner in need through diversified sales channels.
Auto Parts Circle: At present, automobile consumable parts manufacturers are integrating with other companies of different categories to create a new "chain enterprise". Will there be any action in this direction this year?
Cai Jialun: In fact, we will learn from the European and American markets and find that "chainness" is a necessary way. Combining the resources of different categories and even industries to create a value of 1+1 greater than 2. This is a successful model. The domestic auto parts industry has become mature. Although it is still in the era of the red ocean, "integration" will be a bright road to the blue ocean. Therefore, "combination of different industries" is the best model for breakthroughs in stability. China's auto parts industry can integrate in this direction, which will definitely make the entire industry more internationally and improve more comprehensive services for clients. Of course, such foreign industry cooperation is also one of the key points of our planning. We hope to create more comprehensive and diversified sales channels through such cooperation to create more advantageous Shanduoli.
Auto Parts Circle: Thank you very much for accepting the exclusive interview with the auto Parts Circle, and hope to see a great development of Shanduoli in the Chinese market in the future.
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