The Tokyo Auto Parts Expo 2004: Chinese Manufacturers Face Time Challenges
Published: March 15, 2004
The third International Auto Aftermarket Expo kicked off in Japan on March 4, 2004, and ran through March 7 at the Makuhari Messe Convention and Exhibition Center. The event showcased a wide range of automotive repair products, sheet metal components, and accessories. Visitors were able to witness live demonstrations of glass grinding, bumper pulverizers, and other tools essential for auto maintenance.
Among the participants, Chinese exhibitors stood out with their growing presence. While 212 Japanese companies participated, 32 Chinese firms were also present, alongside 45 Taiwanese exhibitors. One of the most notable categories was the display of large-diameter wheels, with many Chinese manufacturers showcasing 22-inch chrome-plated wheels.
China AITL Manufacturing, for instance, not only sells its own branded wheels but also offers OEM production for American brands like American Eagle Wheel. According to the company’s interpreter, their success lies in “quality, design, and excellent value for money.†However, they openly admitted that much of their design is based on imitation.
Counterfeit products of well-known Japanese brands such as BBS and Volk Racing were also visible at the exhibition. These fake items, often produced in foundries, were sold at significantly lower prices. For example, Ningbo Baody Auto Parts offered 22-inch wheels for $92 (about RMB 760), while painted versions were priced at $104 (RMB 859) and chrome-plated ones at $158 (RMB 1,305).
According to an interpreter from IAC International, a U.S.-based importer of auto parts, “80 to 90% of large-diameter wheels in the U.S. market are made in China.†Some manufacturers even produced wheels up to 26 inches, primarily used for heavy SUVs like the Hummer H2.
Beyond wheels, other products also attracted attention due to their low prices. Air fresheners, for instance, were sold for as little as $5 (RMB 41) by G&H Industrial, while larger models were available for $12 (RMB 99). These prices were only about 1/5 to 1/10 of those offered by domestic manufacturers, making them highly competitive.
China's auto parts market had grown rapidly, reaching $50 billion (RMB 141 billion) in 2002, according to data from Roland Berger in Japan. With this growth, Chinese manufacturers have increasingly turned their attention to international markets, including Japan. However, challenges remain, particularly in terms of brand recognition, quality perception, and competition with established Japanese and global players.
As the industry continues to evolve, Chinese companies must focus not only on cost efficiency but also on innovation, branding, and long-term sustainability to gain a stronger foothold in the global auto parts market.
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