Bosch: Continuously localize according to customer needs

In the opinion of Franz Ferenbacher, BOSCH Bosch Group’s chairman, although the Chinese market’s performance is still less than 10% of Bosch’s global sales, in the past four years, the Chinese market with an average annual growth rate of more than 30% has been able to In the global map of Bosch, "Leading out." In the longer-term future, the top priority in supporting Bosch China's performance will be the snowball-like growth of the automotive business.

In 2010, Bosch's total sales in China covering three major businesses (automotive technology, industrial technology, and consumer goods and building intelligence technology) exceeded 37 billion yuan, an increase of 36% year-on-year, including sales of 23.3 billion yuan worth of cars. The business grew by 38% year-on-year. Due to the strong growth of the automobile sector, China has become Bosch's third largest market after Germany and the United States.

Business Policy Driven by Policy Standards

One day in late April, under the witness of Fehrenbach, Bosch invested 980 million yuan in the official opening of the new China headquarters building at Shanghai Hongqiao Airport Economic Zone. As the largest regional headquarters in the Asia-Pacific region, Bosch China's new headquarters, which will provide “unified office” for the three major business units in China, is a gift for the Bosch Group's “Celebration” for the 125th anniversary. "The completion of Bosch's new China headquarters building reflects Bosch's high confidence in the future development potential of the Chinese market and Bosch's commitment to long-term development in China." From the perspective of Philip Brunbach, from renting office buildings in Shanghai to investing heavily in building their own The office building is not only the difference in office form, but it is the evidence that Bosch deepens the development strategy of “rooted locality and service locality” in China.

In fact, the fact that China's business accounts for one-third of the Asia-Pacific region also proves that this fast-rising market is "a serious task." Prior to this, Bosch only established a regional headquarters in Singapore. In 2010, Bosch's sales in the Asia Pacific region totaled 11 billion euros, a year-on-year increase of 9.9%. In contrast, sales of 3.8 billion euros in China and a robust increase of 36% year-on-year are enough to eclipse other overseas markets.

“We recently conducted a survey in China and found that two-thirds of Chinese people are aware of the Bosch brand.” Fehrenbach’s “better” about the popularity of the Bosch brand in China is, in his opinion, Behind the high growth of Bosch's performance is the increase in the popularity of its brand in China. Not only has it benefited from the prosperity of China's auto market in recent years, but it has also benefited from Bosch's deep cultivation of the Chinese market for a century. "China's "12th Five-Year Plan" during the energy-saving emission reduction target is very clear, but in the automotive field, there will be the latest, more stringent passenger car fuel consumption standards in 2012. "Fei Runbach on domestic policy trends Clearly on the chest.

His judgment is that these policies will force local auto companies to switch to the development of more energy-saving and environmentally friendly small-displacement vehicles or more efficient fuel-efficient clean diesel vehicles.

For Bosch, which focuses on the development of automotive energy-saving technologies, taking root in China is tantamount to sitting on tens of billions of business opportunities.

Since the 1990s, it has introduced domestically produced gasoline engine management systems (EMS) and EFI devices, and has been applied to diesel high-pressure common-rail devices that have been applied to various domestic models, and CVT gearless transmissions that are specially developed for small-displacement vehicles. , As well as the hybrid and pure electric technology that will soon be introduced into China, Bosch has followed every policy in the Chinese market.

Bosch's forward-looking layout

In the Chinese market, as a supplier of automotive technology, Bosch has always played a "technology pioneer" role, and the highly forward-looking market layout has also contributed to Bosch "gold rushing" China. 16 years ago, it was the introduction of Bosch EFI devices that ended the era of the carburetor of Chinese cars. Today, Bosch’s holdings of joint electronics account for 40% of the domestic gasoline engine EFI. "The principle of Bosch has always been to provide the most suitable technology to local customers." Chen Yudong, president of Bosch (China) Investment Co., Ltd. told reporters that Bosch will not be localized because of technical barriers, but actively based on customer needs Localize. According to Chen Yudong, in 2012, Bosch is expected to realize the localization of key components for hybrid and electric vehicle technology.

Last year, Bosch, through the electric drive business unit established by the joint venture company, United Electronics, has launched two advanced projects for new energy automotive technologies. These two projects will promote the development of key components for hybrid and electric vehicle technology. In 2012, domestic production will be realized, and new energy vehicles equipped with Bosch technology will be mass-produced in 2013.

At present, Bosch has established 11 production bases, four technology research and development centers and a winter testing field in China. At the same time, Bosch’s fifth R&D center in Changsha and the summer test site in Donghai, Jiangsu Province will also be completed in 2012, further enhancing local R&D capabilities. Related news Alignment Bosch is stepping up the development of electric vehicles Bosch Group: China is more likely to lead in the field of electric vehicle technology Bosch Diesel Krauss: clean diesel technology to help energy-saving emission reduction Bosch China's new headquarters building in Shanghai to spend more than 980 million The diesel passenger car equipped with Bosch technology debuted at Shanghai Auto Show. Bosch brought several advanced technologies to debut 2011 Shanghai Auto Show. Bosch direct drive wiper system was put into batch production. Fox Bosch introduced two acceleration sensors for chassis control.

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