Core Tip: With the rapid development of the automotive industry, the consumer group structure of Chinese leather is becoming more youthful, and the consumption concept is gradually maturing, pursuing more environmental protection, comfort, and convenience in car life. With the rapid development of the automotive industry, the consumer group structure is tending towards youthfulness, and consumer concepts are gradually maturing, pursuing more environmental comfort, convenience, personalization, and other aspects of car life. Especially for the interior space, I hope to highlight the atmosphere of myself and home. Based on this, many interior and material manufacturers have started a new research and development process to meet the needs of new era car owners, including the development of new automotive fabrics. Nowadays, in the automotive fabric market, leather is still known as the "high-end" world. How can new fabrics establish themselves and how can they expand in the future? Recently, the reporter interviewed Zou Li, the manager of the Automotive Fabric Business Unit of Johnson Controls Professional Automotive Interior Group in China, to discuss the above issues. Currently, in the Chinese automotive market, the demand competition among car owners has gradually become the main consumer group, and the younger 90s will also become an important purchasing power in the automotive market in the future, presenting diversified and personalized characteristics in consumer demand and value system. The consumer groups of 60 and 70, although relatively conservative, are gradually undergoing a change in their mindset. In fact, in Europe, 80% of car seats are made of new fabrics such as fabrics, mainly because consumers believe that new fabrics have strong plasticity and selectivity, which can better showcase personality and release oneself.
Chinese consumers are undergoing a transformation in this regard, especially the younger group. We can see this through the popularity of SUVs, so we have great confidence in the Chinese market Zou Li said. She told reporters that for the main car models purchased by the 80s and 90s generations, Johnson Controls will pay more attention to their value demands for "identity, diversity, personalization, and harmony with nature" in new fabric design, with more colors and patterns for them to choose from. For those born in the 1960s and 1970s who prefer leather, Johnson Controls also uses faux leather fabrics and some leather substitutes such as PVC tape and yarn to process them into special Mithy fabrics, which to some extent meet their needs. Compared to fabrics, leather is still relatively simple, with various arrangements and combinations of fabrics that can meet the needs of different consumers. The environmental protection coefficient is higher than the PM2.5 haze outside carpooling, and the car is also subject to the erosion of VOC toxic gases. The term "environmental protection" has gradually shifted from government led to people's conscious acceptance. 47% of Chinese consumers indicate that they will consider whether the car has an environmentally friendly "label" and configuration when purchasing a car. For leather, which has always dominated the market, it may face new challenges. Tracing the carbon emissions footprint from the initial livestock farming to the production and application of *, the total carbon emissions throughout the entire lifecycle are very high, with a total carbon dioxide emissions of 110 kilograms per square meter, more than five times that of ordinary fabrics. Relatively speaking, fabrics have many advantages such as soft touch, noise reduction, low energy consumption (not easily absorbing or releasing heat), and low carbon emissions. For the new fabric applied to chairs, Zou Li said that in addition to breathability and scratch resistance, it should also be able to pass Total VOC and gas
