BOSCH作为供应商为汽车厂做好应对挑战

1. China Auto Industry and Market Requirement
2. Bosch Group
3. Bosch in China 4. Summary - Success factor
2
RBCN/MKT | 06/2010 | © Robert Bosch GmbH 2009. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
OEM Characters and Challenges to Suppliers
1
Ambition
Market driven 2 planning
Order 3 Variance
7 Risk
Management Zero Application 4 Cost “Double” 5 Sourcing
4
RBCN/SCC | 06/2010 | © Robert Bosch GmbH 2009. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
Rapid Growth of China Auto Market
1955 0 0.00006 1979 0.3 0.2 1.1 1992 2 2010 32 18.1 2020
100
30
Car /1000 inht. Sales in mio. unit
3
Confidential | CN/EO | 1/14/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
•Transmissions: AT, AMT, MT… •Regulations: EU III, IV, V…
1
Order Variant
Zero Application 4 Cost
“Rising” “Double” • Average 20 tsd per platform for COEM 5 6 PCR Sourcing •Average 70 tsd per platform for global OEMs
Auto Parts Export Structure 2010
China auto part exports still mainly in low-tech products
8
RBCN/SCC | 06/2010 | © Robert Bosch GmbH 2009. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
COEM Price Change Rate
2006 2007 2008 2009 2010
-2.9% -3.5% -3.8% -5.2% -8.3%
Short vehicle development time: < 1 year 7 before SOP Risk Frequent customer changes during development Management Low volume per platform:
OEM Characters and Challenges to Suppliers
1
OEM’s Ambitious Development plan: 3 Ambitious Market driven Multiple platforms: OEMs 2 planning •Segments: A, B, C, D, E…
China, the Most Crowded and Dynamic Market
9
Confidential | CN/EO | 1/14/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
• Requires fast & low cost development process A • Requires fast response to customer change request B • Requires local R&D and validation capability • Requires risk management
China Auto Supplier Status
International suppliers contribute significantly to China auto industry: • Bring in experience in the global automotive market • Assist local OEM in upgrading capabilities • Increase local OEM competitiveness via technology advantages • Localize technology via China Technical Center
6
RBCN/MKT | 06/2010 | © Robert Bosch GmbH 2009. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
5
RBCN/SCC | 06/2010 | © Robert Bosch GmbH 2009. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
Challenges to International Auto Suppliers
Dr. David Xu Executive Vice President Bosch (China) Investment Co. Ltd
1
RBCN/COM | 06/2010 | © Robert Bosch GmbH 2009. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
OEM Main Challenges in China
Chinese Market Environments
Diversified Segments
Strong Competition
Dynamic
Trends
10
OEM Cost, Cost & Cost! Flexible Operation System Shortened Lead Time to Market Simplified Corporate Structure
“Rising” price 6 pressure
A B
11
Confidential | CN/EO | 1/14/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
CN/SCC MKR | 06/2010 | © Robert Bosch GmbH 2009. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
China Auto Parts Industry
Fast growth: parts industry Gross Output Value is 40% of total auto industry still below international average of 63%

Source: CAAM Release YTD. Nov, 2010
7
RBCN/SCC | 06/2010 | © Robert Bosch GmbH 2009. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
Industry Structure by Supplier Scales
Unbalanced supplier scales: 21% of largest suppliers occupying more than 75% of total auto parts sales
Source: CAAM survey
China Automotive Export
China is one of global sourcing site: auto parts export account for about 20% of total industry output.
Note: 1) CV includes bus (>9 seats), truck, special vehicle and chassis; PC includes sedan, MPV, SUV, mini-bus (<=9 seats) and other passenger vehicles; 2) Motorcycle & related parts excluded.