Chinese and foreign filter companies compete in the Chinese domestic market

In recent years, China's automotive industry has experienced rapid growth, significantly boosting the demand for automotive parts and components. The filter industry is a prime example of this trend. According to various forecasts, the total market demand for automotive filters in China is expected to rise from 390 million units in 2006 to 570 million in 2010, and further reach 1.16 billion by 2020. This expanding filter market has attracted numerous manufacturers, leading to intense competition within the sector. Domestic brands are striving to maintain their market share, while multinational corporations have entered the market and captured a significant portion of the high-end filter segment. Despite the growing presence of foreign players, self-owned brand filter companies still hold a strong position in the market. According to Ge Deyi, secretary general of the Automotive Filters Committee at the China Association of Automobile Manufacturers, there are over 1,000 filter companies in China, with most being small-scale enterprises, including many family-run workshops. However, several major domestic brands such as Qijinwei, Rui'an Xingye, and Pingyuan have managed to secure substantial market shares. Jinweiwei Filter Co., Ltd., for instance, holds more than 10% of the market in both gasoline and diesel engine segments, making it a leader in the industry. With increasing production capacity, these domestic brands not only meet the needs of original equipment manufacturers (OEMs) and after-sales markets but also export a significant number of filters to Europe, North America, the Middle East, and Southeast Asia. According to Wang Quanfu, chief engineer at Jinweiwei, the company exported over 50 million units in 2007 alone. While the quality of domestic filters has improved considerably, cost-effectiveness remains their biggest advantage. As Ge Deyi noted, price competition among local brands is still very intense. On the other hand, multinational companies like Man, Hummel, Mahler, Sogefi, Fleetguard, Donaldson, and Denso have established a strong foothold in China. Many of these firms have set up joint ventures or wholly owned factories, capturing a large share of the high-end market. For example, Man Hummel, which entered China in 1996, now operates two joint ventures in Shanghai and Changchun, offering advanced products such as nano-technology filter cartridges. Honeywell also made its mark with a highly efficient oil filter that achieved a 96% single-pass efficiency and 94% multi-pass efficiency. Meanwhile, Fleetguard, part of Cummins, benefits from the wide use of Cummins engines in China, giving it a notable presence in the market. The aftermarket filter market is even more competitive, as filters are consumables that require regular replacement. The number of companies competing in this space is far greater than in the original equipment market. According to Ge Deyi, the top five filter companies in the aftermarket account for only 15% of the market, compared to 40% in the matching market. Jinweiwei has also performed well in the aftermarket, with 60% of its products targeting this segment. Another prominent brand in the aftermarket is "Leopard King," which has gained widespread recognition. A recent survey found that 24.7% of dealers sell Leopard King filters, making it one of the most commonly available brands. Leopard King, based in Thailand, is one of the largest filter manufacturers globally, producing over 10 million units annually. Since its first filter was produced in 1989, the brand has expanded rapidly in China, establishing 33 provincial distributors across the country.

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