Chinese and foreign filter companies compete in the Chinese domestic market

In recent years, the rapid growth of China's automotive industry has significantly boosted the demand for automotive parts and components, with the filter industry being a prime example. Industry forecasts suggest that the total market demand for automotive filters in China increased from 390 million units in 2006 to 570 million in 2010, and is expected to reach 1.16 billion by 2020. This surge in demand has attracted numerous manufacturers, leading to intense competition within the sector. Domestic brands still hold a significant portion of the market, although multinational corporations have entered the scene and captured a large share of the high-end segment. According to Ge Deyi, secretary general of the Automotive Filters Committee of the China Association of Automobile Manufacturers, there are over 1,000 filter companies in China, but most are small-scale operations, including many family-run workshops. Despite this, several domestic brands such as Qijinwei, Rui'an Xingye, and Pingyuan have managed to maintain 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 one of the leading players in the industry. As production capacity increases, domestic brands not only meet the needs of original equipment manufacturers (OEMs) and after-sales markets but also export a considerable volume of filters to Europe, North America, the Middle East, and Southeast Asia. In 2007, Jinweiwei’s exports reached over 50 million units, showcasing the growing international presence of Chinese filter manufacturers. While the quality of self-owned brand filters has improved significantly, cost-effectiveness remains their key advantage. Ge Deyi noted that price competition among domestic brands is still fierce. On the other hand, multinational companies like Mann+Hummel, Mahle, Sogefi, Fleetguard, Donaldson, and Denso have established a strong foothold in China. These firms have either set up joint ventures or fully owned subsidiaries, capitalizing on the high-end vehicle filter market. For example, Mann+Hummel, which entered China as early as 1996, now operates two joint ventures in Shanghai and Changchun. The company introduced advanced products like nano-technology filter cartridges and plastic engine oil pans, setting new standards in the industry. Honeywell also made its mark with the launch of a highly efficient automotive oil filter in the Chinese market, featuring a 96% single-pass efficiency and 94% multi-pass efficiency. Similarly, Fleetguard, part of Cummins, has gained a solid position due to the popularity of Cummins engines in China, though its advantages are less pronounced outside the Cummins system. The aftermarket presents even fiercer competition, as filters are consumables that require regular replacement. The number of companies competing in the aftermarket far exceeds those 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, for example, has a strong presence in the aftermarket, with 60% of its products sold in this segment. One of the most well-known brands in the aftermarket is "Leopard King," a Thai manufacturer with over 10 million filters produced annually. Since 1989, Leopard King has expanded rapidly in China, establishing 33 provincial distributors. A recent survey found that 24.7% of dealers sell Leopard King filters, highlighting its widespread popularity. Overall, while domestic brands continue to dominate in terms of market share and affordability, foreign and joint venture companies are steadily capturing higher-value segments, creating a dynamic and competitive environment in the Chinese filter industry.

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