He Chao: The future of automotive electronics can only be achieved by leading technology

At the CEConline Outsmart Future Hefei Station, He Chao, Director of the Business Department of Hefei Suntech Automotive Electronics Co., Ltd., shared his experience and feelings on how Suntech takes advantage of leading technology to successfully develop overseas markets.

Hefei Suntech was established in 2003. After 15 years of development, the company has nearly 600 employees. The company invests in research and development at all costs. There are product development department, product research and project management, and tooling department in the technology center. The product development department is a batch of products, and the product research department belongs to the reserve of pre-rehearsal products and pre-technologies made by the company in the early stage. It can be said that it is our strategic force. In terms of R&D soft power, there are 165 people in the technology center, 85% of whom have work experience. A lot of investment has also been made in certification. At present, the company's laboratory has experimental capabilities in electronic finance, mechanical mechanics, and ambient temperature. Moreover, this laboratory has obtained the certification of JAC and BAIC, and is also working as a national laboratory. The certification can undertake peripheral experiments.

In the past few years, many Chinese companies did not pay attention to intellectual property rights and were often accused. Now our company attaches great importance to intellectual property and patent applications, but there is still a lack of self-protection.

He Chao, Director of the Business Department of Hefei Suntech Automotive Electronics Co., Ltd.

Different products target different markets

The tire pressure detector is an instrument for detecting the pressure of the tire. The tire pressure monitoring is a preventive and early warning system, which allows the driver to know the running status of the tire in real time, avoids the occurrence of tire blowout accidents, and prolongs the service life of the tire. According to a data released by the Ministry of Public Security, 70% of traffic accidents on domestic expressways are caused by flat tires. China has implemented mandatory regulations since September last year, and this product will also be subject to mandatory regulations in 2019.

The current main sales market for this product is the product, with an annual sales volume of 8 million. Camera products are currently mainly sold in the North American market. The US National Highway Traffic Safety Administration has issued regulations requiring that all light vehicles produced after May 1, 2018 must be equipped with a reversing rearview camera to improve reversing safety.

The company began to develop camera products in 2009. At that time, the sales volume was very low, only tens of thousands of cameras a month. It was not until 2015 and 2016 that it really drove the growth of sales.

This is a vehicle speed display, which was aimed at the high-end market at the beginning of its development. At present, due to the complexity of the market, it is mainly for the domestic vehicle matching market.

The importance of exhibition promotion

We have been cooperating with Global Sources on the B2B platform when doing overseas market promotion, because it can indeed bring us high-quality big buyers. Also magazines and exhibitions are important. Now the Internet is really developed, there are many exhibitors, and the state has various subsidies. It is very important to use the exhibition to invite customers to visit. I feel the deepest feeling about your company. Some companies feel good when they communicate from the website and the exhibition, but after visiting the site, it is not the same. Your company has done the same as the promotion."

If This client cannot be invited to the company, and my competitiveness may not be as good as that of my peers and competitors, so it is very important to invite clients to visit. If you have the opportunity, it is best to visit the client company on the spot. Even if you cannot visit abroad, you can visit the offices set up by major buyers in China and learn about the company through them. For the VIEROL customers mentioned above, we adopted this method. After communicating at the exhibition, we went to visit them through me and invited them to our company.

How to promote the exhibition?

First, the theme is prominent.

Every company has a lot of products, and it's definitely not enough to display all of them. You can't use the exhibition as a street stall to sell things. You want to show the products you want to show at this exhibition, and the group you face is the customers who visit the modification, so what I bring to this exhibition is that other products can't highlight the key points in the past. To highlight the key points, strengthen the impression.

Second, invite clients.

Third, get out.

I said just now that visiting customers should be done at the exhibition site. Big buyers are at the procurement site, and their purchasing managers are also there. You have to go directly in these two days, you can't sit in the exhibition and wait for him to come. In addition, you have too many colleagues, and he may not come to you. You have to find him and exchange business cards with him.

Fourth, the exhibition layout is eye-catching.

The layout of the booth is very important. Make your poster so that it can be seen from a hundred meters away, and the theme is prominent. Everyone understands the truth, but it is very important to have determination when making posters.

How to do service innovation?

Everyone has different opinions on product innovation. Different industries have different products, and the difficulty of product innovation is different. Products such as auto parts are very difficult. But service innovation can be done by every company.

First, the team. I suggest posting your team in the email circle of friends. Customers come to your company and let them feel your team. When VIEROL came to our company, the deep impression to him was that the team of our company left a deep impression on him. When your customers visit, show your team and let your customers deeply feel that you value him. This is a very important point in the customer experience.

Second, professional. Don't be afraid to make your clients experts. Foreign trade is not a simple quotation. Send a reply letter or product information to let customers know your manufacturing process, core components, and reflect your professionalism.

Third, share. When your customer asks for a product, if I can't make the low-priced product that the customer needs, or my company doesn't have the model, I will tell him the information of my peers. This is sharing. This process is to highlight my self-confidence, but also to help customers. There is no harm without comparison. In the process of sharing, we also need to pay attention to strategies, so as not to cause harm to the long-term business of the company.

Fourth, rigorous. The information sent to customers must be standardized, because the customers are mainly automobile manufacturers, and they have high requirements for completeness and accuracy. This is the aspect of service innovation. In fact, it is teamwork, professionalism, sharing, and rigor. This is solid, and others cannot learn it. Service innovation has become the soul of the entire company!