SEMA News - October 2009
By Yvonne Wang
The Chinese Specialty-Equipment MarketSEMA News is interviewing top distributor/retailers in China in a series of monthly articles to introduce the larger players in the evolving specialty-equipment market in China to the magazine’s readers. The distributor chosen for this inaugural interview is Yunliang 4WD Beijing, a vertically integrated company with activities including sales and installation as well as importing and distributing products to other shops throughout China.
Zhu Yunliang, founder and CEO of Yunliang 4WD Beijing.
Each month’s column will include information on the size of the highlighted company, insight into the types of products carried as well as additional product lines into which the firm is considering expanding. Yunliang 4WD is an off-road-segment distributor based in Beijing, China. The firm, established in 2002, has developed both a business-to-business arm as well as direct sales to consumers. The firm services more than 120 retailers with its off-road specialty-equipment products, many of which it imports directly from overseas. Consumers may also come into Yunliang’s shop to purchase and have installed a wide array of light-truck performance and accessory products. Yunliang has more than 40 employees, with a total operating facility of over 3,000 square meters.
The interview was conducted with Zhu Yunliang, founder and CEO of Yunliang 4WD Beijing.
SEMA News: What products does your company currently carry?
Zhu Yunliang: Currently, Yunliang carries distribution for the following foreign brands: PIAA, Rancho, ARB, Mopar, T-max, AEV, Delta, IPF, Monroe, Warn, BF Goodrich and Cooper Tires. The product lines are as follows:
Auto body parts: bumpers, grille guards, tubular bull bars, door handles, chrome trim decors, mud guards, mud flaps, emblems, fenders, windshield wipers, license plate accessories, other relays, switches and wiring and wheels and tires.
Lighting: driving lights, fog lights, HID lights, off-road lights and taillights (LED and halogen) and interior lighting.
Air filter and intake systems: exhaust systems, air intake snorkels and air filter replacements.
Suspension: lift kits, coil springs, shocks, struts, leaf springs, sway bars, leveling kits, arms and link suspension accessories.
Outdoor camping: tents, barbeque grills, tools and equipment for outings, backpacks, camp and trail gear, stoves, lanterns, sleeping bags and apparel.
SN: What is the most popular category of modifications among retail customers and enthusiasts?
ZY: Suspension components, lift kits, front grille bars, tires and wheels and off-road and driving lights.
SN: Please describe your typical retail enthusiast customer and how much enthusiasts are spending on average.
ZY: We have three typical customer categories. The first level of customers spend approximately $1,500 USD on a lift kit package plus a few accessories. More upscale customers typically will go for $5,000 USD on a lift kit, front and rear guards, a set of wheels and off-road tires and one or two sets of off-road or driving lights. The highest level of customers spend anywhere from $25,000 to $35,000 USD for a complete customization package, which may include a suspension kit, winches, front and rear grille bars, front and rear struts, an air compressor, air locks, front and rear leaf springs, a complete skid plate with belly-pan protectors, off-road lights, roof racks, side bars, air snorkels, bumper covers, auxiliary tanks, other exterior restyling accessories, off-road tires and wheels.
SN: What are the most modified vehicles in your installation center?
ZY: The most modified vehicles we see at our shop are Jeep-branded Wranglers and Cherokees. However, popularity is developing among the Chinese enthusiasts for the new Jeep Compass and Commander. Yunliang has specialized in Jeep products for many years and is slowly incorporating other specialty products for popular vehicle makes such as Toyota FJ Cruiser, Mitsubishi Pajero V31, V32, and V33, Toyota Land Cruiser and Nissan Patrol Y61 and Y62.
SN: What products are you looking into carrying or looking into for your distribution channel?
ZY: We look to expand our line with the latest Jeep Wrangler products, Jeep JK product lines, such as 2-, 3-, 4- and 5-inch lift kits, winches, off-road lights, snorkels, air lockers, shocks, exhaust and 17-inch wheels. In addition, Jeep Wrangler and Toyota FJ Cruiser performance modules, suspension components, heavy-duty bead-lock wheels and off-road tires.