Fengfan AGM Battery Market Studystrategy

The automotive industry of China has been pushing the encourage policy on the expanding and popularizing of new energy cars with the gradual strengthen on the curing of air environment pollution and serious attention to the energy saving and discharge reduction from the car. The stop/start system has been introduced into the automotive fuel system in Europe since 2004, by which the better power saving and discharge reduction have been realized at a lower cost. The start/stop system can save the fuel at 8%~15% and reduce the vehicle exhaust at 10~20%.The system has been adopted in the domestic car makers steeply after 10 years usage in Europe. The amount of vehicles using the start/stop system will exceed 10 million and takes the part of vehicle total sum as 30~50% by 2020 as estimated. The AGM battery with a higher technology and more excellent performances should be used in the start/stop system, because the traditional lead acid SLI storage battery can not meet the requirements of start/stop system vehicle. There is a huge potential demand on AGM battery. Such a demand leads an opportunity, a challenge as well, to the Fengfan Co., Ltd. and the domestic battery industry.The paper illustrates the necessities of developing AGM battery for Fengfan through the forecast analysis on development of domestic automotive industry and start/stop system vehicle, and the combination with the present product structure of Fengfan. At the same time, the paper puts forward the AGM battery development strategy, which includes the market development strategy focusing on the OE business, the product strategy specified with Europe standard, the service strategy taking full rapid reaction as target, the pricing strategy taking difference as direction, the channel strategy taking channel combination as focus and the communication strategy taking promotion and stress as combination, based on the analysis on the market challenges faced by Fengfan AGM battery.The paper also suggests the assurances for the execution of AGM battery strategy.Hoping the research will help and develop the AGM battery market for Fengfan. The company will keep the continuous development and expand the influence on the battery industry.