Taylor has been developing in China for 10 years. It has witnessed the initial needs of the retarder industry in China in terms of regulatory environment, promotion of automakers and end-users.
The use of automobiles has greatly improved the quality of life of humans, but at the same time the impact it has exerted on them constantly raises higher standards for road operations to ensure safe transportation. Retarder is a product for increasing road safety, and it is also one of the key auto parts to save operating costs; but the public's understanding of the retarder is only known to them - control the vehicle's driving Speed, but ignored its role in saving operating costs and improving operational efficiency and braking.
Taylor has been developing in China for 10 years
The retarder is widely used and is not limited to the automotive industry. Currently, it has penetrated into various industrial fields. The company has nearly one hundred years of history and is one of the participants in the development of European and American automotive retarder industry regulations. It provides two types of eddy current retarder products for the public and six series of nearly 100 kinds of eddy current retarder products. Use of passenger cars, trucks and special vehicles from 2.8 tons to 60 tons. Recently, this reporter interviewed Li Fei, General Manager of Tellomar Automotive Braking System (Shanghai) Co., Ltd. He shared the localization development strategy and future product trends of Tellomar retarder.
Retarder development trend
In February 2005, Tai Lema established Tai Le Ma Auto Braking System (Shanghai) Co., Ltd. in China. This marked that Tai Lema has established a production base in Asia and officially entered the Chinese market from July to August 2005. . In 2015, Tellomar has been developing in China for 10 years and witnessed the initial needs of the retarder industry in China in terms of regulatory environment, OEM promotion, and end-users. Li Fei said: "2005-2006 is the starting point for the rapid development of retarder. For this we also set up a special committee for retarder to promote the use of retarder."
For the market
In view of the current environment of the market, Li Fei thinks that it is far from 10 years ago. In 2005, there were 50-60 domestic retarder manufacturers. The development has been very few. The market has changed very much from the perspective of national laws and regulations. Soon, passenger cars with high Class III levels were forced to install retarders before they could be operated. However, passenger cars with a total length of more than 9 meters, trucks with a total mass of more than 12 tons, and dangerous goods carriers were all required to be installed. Due to the history of domestic passenger cars, the introduction of technologies from Europe and the United States and the installation of retarders have become one of the essential steps. Since trucks are manufactured locally, their prices are low and their service life is short, the current configuration is still relatively new. difficult.
In February 2005, Tai Lema established Tai Le Ma Auto Braking System (Shanghai) Co., Ltd. in China.
Market data shows that in the first half of 2015, the number of passenger cars sold was 28,000, of which 19,000 were new energy vehicles, and 2/3 of new energy vehicles were pure electric buses and 1/3 hybrid buses. None of these new energy vehicles use retarders, which has led to a 11% decline in the overall market in 2014 and a 25% drop in 2015. Although the overall market showed a declining trend, Tailemar had a 10% upward trend in 2014 and an increase of 12.12% in the first half of 2015, with no significant impact on it.
Li Fei said: "Actually, Tai Lema foresaw such a trend four years ago. We began to significantly adjust our internal structure and product strategy. We must learn from our local competitors and combine with the needs of our customers to reward the market. A number of new products have been jointly developed with the headquarters in France, old and new products have sales channels, old products are exported to overseas markets, and the new product structure is simpler, removing redundant functions, retaining product advantages, and becoming a product suitable for the domestic market environment. Positioning the price to the benchmark competitors, while ensuring product quality, the prices are flat, directly making profits for the market, making prices more affordable to the people, and actively starting strategic cooperation with vehicle companies. Therefore, although the market has declined overall, TaylorMal still maintains a growth trend."
Localization strategy
More and more companies in China have advocated localized management due to differences in domestic and foreign conditions and environments. Tai Lema is committed to designing and producing products with international standards. However, operations and sales must be localized. important.
Li Fei said: "In the domestic market, we need to 'fight prices'. When we first entered China, we were humbly learning from local companies. What were their experiences - starting from low costs, while foreign companies did the opposite, that was Because of their good industrial environment and excellent product quality, the relative cost is also very high. Now, the Chinese market cannot accept such a high cost price."
Product differentiation
At present, retarder products on the market mainly consist of hydraulic retarders and eddy current retarders. Trucks and dangerous goods transport vehicles all use retarders. The benefits of retarders to safety have been recognized. The installation of retarders in trucks over 12 tons is already a mandatory standard, but it still takes time to spread in China.
In order to meet the market demand, Li Fei said: “The Chinese customers choose which model, which depends on the price. Nowadays, the use of eddy current retarder is more because the price is low to meet the needs of cards and passenger cars. The use of hydraulic retarders is preferred, but it is worth noting that European trucks operate better than domestic ones, operating at speeds of 80-120km/h, and China's average speed is only 40-50km/h under such operating conditions. The hydraulic retarder has the characteristic of being able to play more than 60km/h, but the eddy current retarder can exert a good braking effect no matter what the speed. From the perspective of the use cost, the hydraulic retarder ratio The use cost of the eddy current retarder is much higher, the eddy current retarder is maintenance-free, the service life is about 8-12 years, and the follow-up use cost of the hydraulic power requires subsequent replacement of the oil.
Global product development
Tellomar has annual global sales of about 1.2 billion yuan, of which China accounts for 40%. It has a research and development center in France and China, and conducts product research and development for different markets. The French headquarters are oriented towards the European and American markets. Because of severe laws and regulations in Europe and the United States, the control method of the retarder is also more complicated. The retarder developed by the European Union VI regulations is infinite, and is distributed according to the proportion of total torque. It can be adjusted automatically according to the state of the vehicle, and Taylor is confident that such smart products will increase in volume as the market switches to Europe VI.
In this regard, Li Fei said: "Intelligence is the general trend of the automotive industry. As far as component manufacturers are concerned, you can only achieve the intelligence of parts and components to meet the intelligence of the vehicle. We must integrate the intelligence of the automaker. Technical requirements are added.†In addition, there are many new applications for Tellabs overseas: sweepers, windmills, aerial lifts, etc. all require retarders. These are relatively new areas.
It is understood that Tai Lema invested heavily in R&D in the domestic market, and the R&D team accounts for 1/3 of the domestic team. Li Fei said: "Especially in recent years, we have increasingly researched and developed local products to replace imported products in order to better meet customer needs. For example, global lightweighting is a trend in the automotive industry, and Tellomar's retarder is being reduced in weight. At the same time, it still maintains good performance, and has been 10%-15% lighter than domestic products since 2005; the power consumption of standard torque is 10%-20% lower than that of domestic products, while the torque is better. %, which also means that the environmental protection and additional fuel consumption decrease makes the product more secure.In addition, we have professional after-sales service engineers, covering more than 600 service stations worldwide, but Taylor's after-sales philosophy is different from others, we do not want to The customer generates after-sales service as the standard of product quality."
Efficient management model
Many auto parts and components foreigners define the characteristics of the Chinese auto market as -- rapid changes. According to the characteristics of the Chinese market, Talmer requires that both the promotion of new products and internal execution must be rapid. In the long run, a certain culture will be formed, and everyone's efficiency in work will also be higher. Li Fei said: "This will effectively help Taylor to solve problems quickly and maintain high efficiency in the future."
Li Fei is not only the leader of Tai Lema in the Chinese market, but also the director of China Retarder Professional Committee. He focuses on domestic road safety and driver safety. At present, domestic laws and regulations GB7258: 9 meters passenger cars, 12 tons or more trucks and all dangerous goods transport vehicles and other operating vehicles must be equipped with auxiliary braking devices. He pointed out that auxiliary brake devices include: engine exhaust brake, eddy current retarder, hydraulic retarder.
In fact, the engine exhaust brake cannot work under a certain speed. These vehicles must be equipped with “engine exhaust brake plus current retarder or hydraulic retarder, which can really play a good effectâ€. Because only engine exhaust brake is not enough, and there are more restrictions. Relatively speaking, the more limited power is the retarder. The China Retarder Professional Committee has been advising and communicating with related organizations and is committed to promoting the market.
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