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The company is the leading enterprise of construction machinery seats in China, and its products involve construction machinery, commercial vehicles, agricultural machinery, etc. Its market share in sub-sectors such as road rollers and bulldozers exceeds 50%, and its main customers include Caterpillar, Dongfeng Motor, Xugong and other well-known OEMs. The company actively expands the passenger car market. At present, it has opened up high-quality customers such as Zotye Auto and Zhidou, and won orders for two major models, Zotye B11 and B11B. In the future, the company is expected to harvest orders from other domestic passenger car companies, and passenger car seats will bring several times of growth to the company’s income. We expect the company’s fully diluted earnings per share in 2016-2018 to be 0.52 yuan, 0.98 yuan and 1.45 yuan respectively. Based on the performance in 2018, the company’s seat business was given a dynamic P/E ratio of 40 times, with a reasonable target price of 58.00 yuan, and a buy rating was given for the first time.
Key points supporting rating
nOpen up passenger car customers such as Zotye Auto and Zhidou, and enter the vast market of nearly 100 billion passenger car seats.according to2015Annual passenger car2115It is estimated that the market size of passenger car seats in China is up to.950100 million yuan, of which the annual sales volume of autonomous passenger cars exceedseight hundredTen thousand vehicles, seat market scale350100 million yuan. The passenger car seat market is mainly controlled by foreign capitals such as johnson controls, Lear, Faurecia, Toyota Textile and Magna or their domestic joint ventures. The localization of passenger car parts is the general trend, and the rise of independent brands needs the support of national parts enterprises. The company is the leader of construction machinery seats, with strong technical strength, actively deploying the passenger car seat market, and obtaining supporting orders for hot-selling models such as Zotye Automobile and Zhidou. In the next few years, passenger car seats are expected to promote the company’s revenue to increase several times.
Actively expand customers and upgrade products, the company’s traditional business is expected to resume growth.In 2015, the downstream construction machinery and commercial vehicle market was in a downturn, and the company’s profit was damaged. The company actively expanded customers, added a large number of product packages for Shaanxi Automobile Baohua and China Heavy Duty Truck commercial vehicles, and upgraded the existing products to expand the field of high-end seats, with a steady increase in gross profit margin. In the future, with the steady growth of the country and the gradual increase of infrastructure investment in post-flood construction, the recovery of the medium and heavy truck industry and the upgrading of the company’s product structure, the company’s traditional construction machinery and commercial vehicle seats are expected to resume growth.
Diversified expansion of seat business, to create a full range of seat leading enterprises.The company actively promoted the research and development of child safety seat project, and two products obtained 3C certification and entered the mass production stage. At the same time, we will actively expand new business areas such as airplane seats and high-speed rail seats, and gradually broaden domestic and foreign sales channels to achieve global sales and develop towards high value-added all-round seat suppliers.
Main risks faced by rating
1) The expansion of passenger car market is less than expected; 2) The development of downstream supporting construction machinery, commercial vehicles and agricultural machinery industries is less than expected.
assessment
After diluting according to the latest share capital, we expect the earnings per share of Tiancheng Auto Control in 2016-2018 to be 0.52 yuan, 0.98 yuan and 1.45 yuan respectively. Based on the performance in 2018, the company’s seat business is given a dynamic P/E ratio of 40 times, and the reasonable target price is 58.00 yuan, which is given for the first time.buy inRating.
Tiancheng automatic control—— Domestic construction machinery seat faucet
The company’s main business, major shareholders and subsidiaries
Zhejiang Tiancheng Automatic Control Co., Ltd. is mainly engaged in the research and development, production, sales and service of vehicle seats. The main products are construction machinery seats, commercial vehicle seats and agricultural machinery seats, which are oriented to the domestic and foreign host supporting markets and after-sales maintenance markets. The main customers include Caterpillar, Dongfeng, Xugong and other well-known host plants and the United States.CONCENTRIC, USATVH, NetherlandsEBLO Wait for the local dealer. The company is a leading enterprise of construction machinery seats in China, and participated in drafting the national standards for construction machinery seats, with a market share of more than 100% in sub-sectors such as road rollers and bulldozers.50%. The company actively expands the passenger car market, and has developed high-quality customers such as Zhidou and Zotye Automobile.
chart1. The company’s main products

Source: Company website, Bank of China Securities.
Zhejiang Tiancheng Ketou Co., Ltd. (hereinafter referred to as“Tiancheng ketou") is the controlling shareholder of the company and owns the company.54%Chen Bangrui and Xu Xiaohe are husband and wife, and directly or indirectly hold Tiancheng Automation through Tiancheng Ketou and Tiantai Zhongcheng Investment Center.64.94%Shares, jointly control the company’s equity, as the actual controller of the company. Among them, Chen Bangrui is the chairman and general manager of the company.
chart2. Company equity structure

Source: Company Announcement, Bank of China Securities.
The company’s existing wholly-owned subsidiaries.sevenHome, set up six sales regions nationwide, and set up an American subsidiary to be responsible for the host supporting and after-sales maintenance market in North America. The sales and service network is relatively perfect, so as to keep abreast of customer needs and strengthen communication with host manufacturers. The company has dozens of patents authorized, semi-active control vibration reduction technology, airbag suspension vibration reduction technology and independent mechanical vibration reduction technology are at the leading level in China, and intelligent memory electric seat technology has been shortlisted for the national torch plan, with outstanding research and development advantages, and its products are constantly upgrading to high-end, intelligent, safe and environmental protection.
chart3. Major subsidiaries
serial number
|
Controlled company
|
Shareholding ratio (%)
|
main business
|
one
|
Shanghai tiancheng aviation seat co., ltd
|
100
|
Seats and interiors, hardware fasteners, auto parts, automation instruments, textiles wholesale and retail, engaged in the import and export of goods and technology.
|
2
|
ACI SEATING SOLUTIONS.LLC
|
100
|
Storage and distribution of construction machinery seats, commercial vehicle driver seats, agricultural machinery seats and other seats
|
three
|
Zhejiang Tiancheng (Shiyan) Automatic Control Co., Ltd.
|
100
|
Manufacturing, processing and sales of seat interiors and accessories, hardware fasteners, auto parts, automation instruments, finished textiles, polyurethane products and rubber products of transportation equipment.
|
four
|
Liuzhou tiancheng automobile parts co., ltd
|
100
|
Sales of hardware fasteners, automation instruments, textiles and rubber products.
|
five
|
Hefei tiancheng automobile parts co., ltd
|
100
|
Sales of hardware fasteners, auto parts, automation instruments, textiles and rubber products.
|
six
|
Zhejiang tiancheng logistics co., ltd
|
100
|
Warehousing tally
|
seven
|
Maanshan Yong Cheng automobile parts co., ltd
|
100
|
Production and sales of automobile seats and parts; Sales of hardware fasteners, automation instruments, textiles and rubber products.
|
Source: Company Announcement, Bank of China Securities.
Positive layoutPassenger car seat market, raise funds to expand production capacity
Car seats have high value and broad market space.
Automobile seat is a seating facility that provides passengers with complete decoration and is integrated or separated with the vehicle. The seat assembly includes headrest, backrest, seat cushion, adjusting device and connectors. Among them, the adjusting device includes height adjustment, slideway, angle adjuster and seat cushion rake angle adjustment. Because car seat is based on ergonomics, it plays an important role in supporting, positioning and protecting, and its design directly affects the safety and comfort of riding, as well as the look and feel of the interior, which plays an important role in the overall safety technology of the main engine. Therefore, the main engine factory has high technical requirements for seats, and the core components need to achieve high manufacturing accuracy and high strength, which is difficult to manufacture.
chart4.The structure of automobile seat is becoming more and more complicated.

Source: Aika Automobile, Bank of China Securities.
The automobile seat industry is roughly divided into three levels. The first-level supplier is the seat assembly supplier, which mainly purchases key parts and assembles them into seats and directly provides them to the automobile factory. Because of the large size of seats, it is inconvenient to transport, and its production base is generally located around the automobile factory. Second-tier suppliers are responsible for the production of key components such as slide rails, angle adjusters, lifters, etc. Because these components are small in size and convenient to transport, second-tier suppliers are generally not limited by regions, and can supply multiple first-tier suppliers at the same time. Third-tier suppliers are generally attached to second-tier suppliers, and are responsible for the processing of some parts or processes of second-tier suppliers, mainly OEM and outsourcing.
chart5.Industrial chain diagram of automobile seats in China

Source: Qianjing. com, Bank of China Securities.
Generally, the shape of car seats should be optimized many times to provide sufficient support for all parts of the body. According to the resonance frequency and amplitude under dynamic conditions, the foam and suspension spring should be adjusted to make the body feel comfortable. Excellent seat wrapping and safety configuration, such as active headrest and seat belt early warning device, can provide greater safety protection for people in the car during normal driving and collision, and avoid violent shaking of the body. Comfort devices such as seat heating, ventilation, massage and electric adjustment have gradually become an important factor for consumers to consider when buying a car.
According to China Market Intelligence Center.CMICData, the average price of general car seats in850-1050About $,the mid-range car is in1400-1600About $,high-end even exceeds2000For many manual cars, the cost of seats accounts for the proportion of the cost of the whole car.5%It has become the most expensive automobile part except the engine.
chart6.companySC27Series airbag damping seat

Source: Company official website, Bank of China Securities.
China’s automobile production and sales have hit record highs.2015Annual sales amount to2460It has become the world’s largest consumer of car seats, providing a broad market space for the car seat industry. There are nearly a thousand car seat manufacturers in China, among which Jiangsu, Zhejiang and Guangdong are the production centers of car seats in China. According to the data of Prospective Industry Research Institute,2009In, China’s car seat market sales (including parts suppliers) in250About 100 million yuan,2014Nianzai490About 100 million yuan, the compound annual growth rate exceeds14%, higher than the average growth rate of the whole vehicle.
chart7. 2009-2014Trend chart of automobile seat sales scale in China in.

Source: Prospective Industry Research Institute, Bank of China Securities.
Competitors of commercial vehicles
The company’s main competitors for commercial vehicle seats are domestic and foreign seat manufacturers, including Grammer, Germany and the United States.CVG, Easterlinghausen, Germany, Hills, Dongfeng Lear Automobile Seat Co., Ltd., Jiangsu Yuhua Automobile Parts Co., Ltd. and Beijing Guanghua Rongchang Automobile Parts (Group) Co., Ltd.. In the domestic market, the company occupies a large share in the seat industry of construction machinery such as loaders, rollers, bulldozers and forklifts, and has successfully developed high-end excavator seat products. The company’s construction machinery seat products are matched with leading enterprises in Caterpillar, Longgong, Xugong, Xiamen, Liugong and Sany Heavy Industry. Compared with foreign companies, the company’s products not only meet the needs of the main engine factory in quality and performance, but also have the advantage of cost performance and strong regional service ability; Compared with state-owned enterprises, the product specifications are more complete and the performance is more stable.
chart8. The company’s main competitors in construction machinery and commercial vehicle seats.
name of the company
|
Company profile
|
Major customer
|
Supporting market
|
Grammer, Germany
|
The company is a multinational company specializing in the production of seat series, which can be used by agricultural machinery, construction machinery, industrial vehicles, heavy trucks, buses, public transport and other machinery. It has wholly-owned subsidiaries in China—Grammer Chair (Tianjin) Co., Ltd.2013yearthreeIn June, Grammer and Jiangsu Yuhua jointly established Grammer Vehicle Seats (Jiangsu) Co., Ltd.
|
German Mercedes-Benz,MANTrucks, Ford
|
Construction machinery, agricultural machinery, commercial vehicles
|
United States of AmericaCVG
|
Headquartered in the United States, the company is a global manufacturer and supplier of seats for heavy trucks, construction machinery, agricultural machinery and other professional machinery, mainly forOEMMarket, with manufacturing bases in seven countries. It has a wholly-owned subsidiary in China.—Shichi Auto Parts (Shanghai) Co., Ltd.
|
Baw FutianH4, Beijing Hyundai, Caterpillar, Hitachi, Komatsu, Kobelco, Volvo, Doosan, Jiesibo, John Deere, Xugong Group, Longgong Group, Zoomlion.
|
Construction machinery, agricultural machinery, commercial vehicles
|
Isling Hausen, Germany
|
The company is a global leader in developing and producing new seat systems and technical springs for commercial vehicles. The products are widely used in trucks, buses and construction machinery, and the main production bases include all over the world.twentyNationalforty-nineA factory. Have a joint venture subsidiary in China.—Xi’ an yisiling Huatai automobile seat co., ltd
|
Faw liberation, Shaanxi Heavy Duty Truck, Beiben Heavy Truck, SAIC Iveco, Nanjing Iveco, Suzhou Jinlong, Yutong Bus, Youth Bus, Xiwo Bus, An Kai Bus, Sany Heavy Industry, Guangxi Yuchai, Zoomlion and Doosan Construction Machinery.
|
Construction machinery, commercial vehicles
|
Hills, USA
|
The company has opened up the field of special seats for agricultural, construction and industrial vehicles. Have a joint venture subsidiary in China.—Langfang quanxing hills transportation equipment co., ltd.
|
John Deere,CNHGlobal, Caterpillar, Bobcats, Hester, Yale, Folena Trucks
|
Construction machinery, agricultural machinery
|
Dongfeng lier car seat co., ltd
|
The company is funded by lear corporation, Dongfeng Motor Company and Dongfeng Industrial Co., Ltd., and mainly produces heavy and medium-sized commercial vehicle seats, mini-car seats and light commercial vehicle seats.
|
Dongfeng motor co., ltd
|
commercial vehicle
|
Jiangsu yuhua automobile parts co., ltd
|
The company provides supporting production for major automobile groups and automobile manufacturers in China, and has formed a series of products such as passenger car seats and commercial vehicle seats. With an annual output of all kinds of car seats.60The ability of ten thousand sets.
|
FAW, Beiqi Futian, Shaanxi Heavy Duty Truck, Huatai Automobile, Dongfeng Liuqi, SAIC.
|
Passenger cars and commercial vehicles
|
Beijing Guanghua Rongchang Automobile Parts (Group) Co., Ltd.
|
The company is a trans-regional large-scale auto parts (group) company specializing in the production of commercial car seats and rearview mirrors, which is a complete set for trucks, passenger cars and commercial vehicles of the main engine plant.
|
Beiqi Foton, Shaanxi Automobile, China Heavy Duty Truck, Changchun FAW, Baotou Beiben, BAIC Limited, BAIC, Anhui Valin, Jianghuai Automobile and Dongfeng Liuqi.
|
commercial vehicle
|
Source: Company Announcement, Bank of China Securities.
Passenger car competitors
Stimulated by the small-displacement tax reduction policy,2016year1-6Monthly cumulative sales of passenger cars1104Ten thousand vehicles, a year-on-year increase.9.2%It is expected that the sales volume of passenger cars will maintain rapid growth throughout the year. After that, if there is no policy stimulus, the sales volume of passenger cars will maintain a low growth rate. It is expected that2020Annual passenger car sales will exceed2800Ten thousand vehicles. With domestic productionSUVWith the sudden emergence of other models, the market share of domestic brand passenger cars has gradually increased.2015The market share of domestic brand passenger cars has increased to41.3%. The quality of domestic brand passenger cars has been continuously improved.2020The annual market share is expected to increase to50%, sales will exceed1400The demand for corresponding car seats is also increasing rapidly.
chart9.Domestic passenger car sales continued to grow.

Source: China Automobile Association, Bank of China Securities
chart10.Market share of domestic brand passenger cars2015Annual rapid increase

Source: China Automobile Association, Bank of China Securities
Although China has the largest demand for car seats, the domestic car seat market is dominated by foreign brands. The passenger car seat market is mainly controlled by foreign capital or joint ventures established in China, such as johnson controls, Lear, Faurecia, Toyota Textile and Magna, and only Johnson’s company in the United States has been established in China.10A number of joint ventures in car seats and in-car products occupy nearly the national market.thirty percentShare. In addition to the above-mentioned enterprises, the world-renowned automobile seat supporting suppliers include Yanfeng automobile parts under Huayu Automobile, Tokyo seat in Japan, Hyundai Daimos in Korea, Sidco in Germany, Fuzhuo Automobile in Australia and Quanxing Industrial Group in Taiwan Province.
chart11.Products of major passenger car seat manufacturers in the world

Source: Internet information, Bank of China Securities.
chart12.2015Main supporting suppliers of automobile seats in China in
2015Annual sales ranking
|
Car manufacturers
|
Total sales (10,000 vehicles)
|
Seat supplier
|
one
|
Shanghai Volkswagen
|
180.6
|
Yanfeng Jiangsen and Shanghai Intyre delivered.
|
2
|
Shanghai GM Wuling
|
179.8
|
Shanghai ying ti er jiao yun
|
three
|
Shanghai GM
|
172.5
|
Yanfeng Jiangsen and Shanghai Intyre delivered.
|
four
|
FAW-Volkswagen
|
165
|
Fu Wei Jiang sen
|
five
|
Changan automobile
|
111.3
|
Lier Chang ‘an
|
six
|
Beijing modern
|
106.3
|
Guangzhou tiesi
|
seven
|
Dongfeng Nissan
|
100.1
|
Dongfeng lier
|
eight
|
Changan Ford
|
86.9
|
Lier Chang ‘an
|
nine
|
Great Wall Motor
|
75.3
|
Yanfeng Jiangsen
|
10
|
Shenlong automobile
|
70.5
|
Dongfeng lier
|
Source: Internet information, Bank of China Securities.
Shanghai Volkswagen, Shanghai GM and FAW-Volkswagen, the major domestic vehicle manufacturers, are all joint ventures. Great Wall Motor80%All the seats are self-supplied, and the rest20%It is supplied by the joint venture company of Great Wall and Yanfeng Johnson. Most of BYD’s seats are produced and supplied by its Sixteenth Division, and some are supplied by Taiji.
Compared with the above-mentioned joint ventures or foreign-funded enterprises, domestic independent brands of automobiles, especially passenger car seats, are facing certain deficiencies in terms of company scale, brand influence, technical strength and production capacity. Due to the gap in technical level, in terms of market positioning, foreign car seat enterprises and their joint ventures mainly focus on the middle and high-end market, while domestic car seat manufacturers mainly focus on the low-end market, and the market price is about high-end products.1/3.
chart13. Major global supplier of passenger car seats
name of the company
|
Company profile
|
Major customer
|
Johnson controls USA.(Johnson Controls)
|
Johnson controls is the world’s largest supplier of car seats. The company produces car seat systems with first-class components and technologies. The company’s global standardized production process is the best practice to create first-class quality. The company has seat business distribution in Shanghai, Changchun, Chongqing and other places.
|
Audi, Bentley, BMW, Buick, Cadillac, Chevrolet, Chrysler, Citroen, Dacia, Dodge, Fiat, Ford, Honda, Hyundai, Jaguar, Kia, Lancia, Land Rover, Lexus, Lincoln, Mazda and Mercedes.–Mercedes-Benz, Mitsubishi, Nissan, Opel, Peugeot, Porsche, Renault, Rolls-Royce, Skoda, Suzuki, Toyota, Volvo and Volkswagen.
|
American lear(Lear)
|
Lear’s global seating professionals work with the company’s electrical team. It is distributed in Changchun, Shenyang, Nanjing, Chongqing, Wuhan, Wuhu, Ruian, Liuzhou and other places, and its business involves seating systems.
|
GM, Ford, Chrysler, BMW, Volkswagen, Alfa Romeo, Lamborghini, Jaguar Land Rover, Porsche, Mercedes-Benz, Ferrari, Fiat, Hyundai, Nissan, Dongfeng, Chery, Geely, Jiangling, Changan, etc.
|
Japan Toyota textile(TOYOTA BOSHOKU)
|
Toyota textile co., ltd (TBCH) is a wholly-owned subsidiary of Toyota Textile Group in China, with company bases in Changchun, Tianjin, Shanghai, Chengdu, Ningbo, Guangzhou and other places, and its business covers a variety of products such as car seats, door panels, ceilings, floor carpets and filters.
|
Toyota, BMW, Volkswagen, Daimler and Opel, etc.
|
France faurecia(Faurecia)
|
Faurecia has the world’s leading car seat technology, with the seat mechanism business ranking first in the world and the whole chair ranking third in the world. Faurecia car seat system provides a complete set of car seat products for vehicle manufacturers. There are company bases in Changchun, Wuhan, Wuxi, Shanghai, Nanjing and other places, involving interior decoration systems.
|
Peugeot, Volkswagen, Renault, Ford, GM, Chrysler, BMW, Toyota, SAIC, FAW, Dongfeng, etc.
|
Japan tiesi(TS)
|
In order to improve the safety performance of products, the company announced“Frontal collision occupant protection seat"Technical details, which can alleviate the injury of passengers in front-end collision. The commercial application of this technology is currently being developed. There are seats in Guangzhou, Ningbo, Wuhan, Chongqing and other places.
|
Honda, Suzuki, Yamaha, Kawasaki Heavy Industries, Fuji Heavy Industries
|
Magna Canada(Magna)
|
Magna Chair is a company that develops and manufactures high-quality whole chair systems, seat frames, mechanism solutions and foams for the global automobile industry.&Face cover products, with the ability of system seat products and creative industry leader.
|
Ford, GM, Chrysler, Chevrolet, Volkswagen, Mercedes-Benz, BMW, Skoda, Tesla, etc.
|
Korea Hyundai Daimos(DYMOS)
|
Modern daimos2004Acquisition of Hyundai inAUTOMOTIVE(Modern timesMSEAT)After that, the business field expanded from powertrain to car seat system. Companies located in China, India, Czech Republic, Brazil, Mexico, the United States and other places.nineA production legal person, to provide stable auto parts to customers all over the world. There are seats in Beijing, Shanghai and Sichuan.
|
Hyundai, Kia, Daewoo, Lexus, Toyota, Nissan, GM, etc.
|
Taiwan Province quanxing industry(GSK Group)
|
Taiwan Province Quanxing Industrial Group is the largest manufacturer of auto parts in Taiwan Province, and its main products are car seats, car door panels, steering wheels, car sun visors, etc. There are seats in Wuxi, Zhengzhou, Nanjing, Wuhan, Zhejiang and other places.
|
Ford, GM, Volkswagen, Renault, Peugeot, Hyundai, MG, Honda, Toyota, Haima, Nissan, Mitsubishi, Suzuki, Guorui, Yulong, Zhonghua, Dongfeng Nissan, SAIC-GM, Chery, Tianjin FAW, Shenyang Jinbei, Changhe Suzuki, FAW Car, Futian, Geely, etc.
|
Germany sidco(Sitech)
|
The joint venture of the company is equipped with the most modern technology. The seat structure and the complete car seat are all produced under one roof. The company’s employees provide a complete car seat service to Shanghai Volkswagen.
|
the public
|
Boze, Germany(Brose)
|
Boze is a partner of the international automobile industry, serving the whole world.80Many car manufacturers and30Many suppliers provide door systems, trunk door systems, seat frames and electronic drive systems. Boze is one of the top 40 automobile suppliers in the world and the fifth largest family business in this industry.
|
Shanghai Volkswagen, FAW-Volkswagen, Changan Ford, Shanghai GM, SAIC, Continental Group, Shenlong Automobile, Shanghai Industrial Transportation, Valeo, Beier, Trina, Great Wall, Delphi, Beijing Benz, BMW Brilliance, Great Wall, Shenlong Automobile, Volvo, Geely, Chery, gac fiat, Fujian Daimler, Lear Changan, Visteon, Faurecia.
|
Source: Company website finishing, Bank of China Securities.
chart14.Major supplier of passenger car seats in China.
name of the company
|
Company profile
|
Major customer
|
Sino-American joint venture
Yanfeng Jiangsen(YFJC)
|
Yanfeng Johnson serves the major automobile manufacturers in China and is a leading enterprise in the automobile seat industry in China. Our customers are constantly building innovative seating systems covering the whole chair, metal skeleton and mechanical devices, foam, face cover and headrest.
|
Shanghai GM, Shanghai Volkswagen, SAIC-GM-Wuling, SAIC Passenger Cars, Great Wall Motor, Changan Ford Mazda, Changan Suzuki, Jianghuai, Chery, etc.
|
Sino-American joint venture
Fuwei–Jiangsen(Faway-JC)
|
Changchun fuwei–Johnson controls Automobile Accessories System Co., Ltd. is a Sino-foreign joint venture jointly invested by Changchun FAW Fuwei Automobile Parts Co., Ltd. and johnson controls Asia Holdings Co., Ltd., and its business scope includes the development of automobile seats, instrument panels, body electronics and accessories.
|
FAW Group Corporation–Volkswagen, FAW Car, faw liberation, Beijing.–Daimler–Mercedes Benz, Jinan Heavy Duty Truck, etc.
|
Sino-American joint venture
Dongfeng lier(LEAR-DFM)
|
Dongfeng Lear Automobile Seat Co., Ltd. is funded by lear corporation, Dongfeng Motor Company and Dongfeng Industrial Co., Ltd., and is one of the important suppliers of automobile seats of Dongfeng Motor Company. The main customer is Dongfeng Motor Co., Ltd. Commercial Vehicle Company. Invest and set up a subsidiary in Huadu, Guangzhou—Guangzhou taili car seat co., ltd,Committed to the research and development and manufacture of passenger car seats.
|
Shenlong Automobile, Dongfeng Nissan, Dongfeng Commercial Vehicle Company, Dongfeng Passenger Vehicle Company, Dongfeng Yulong, Dongfeng Liuqi, etc.
|
Sino-Japanese joint venture
Guangzhou tiaisi(Guangzhou TS)
|
Guangzhou TIAISI Automobile Interior System Co., Ltd.TS) is a joint venture between Guangzhou Automobile Group Parts Co., Ltd. and Tokyo Seat Technology Co., Ltd..
|
Guangzhou Honda
|
Sino-Japanese joint venture
Chengdu Toyota textile
|
Chengdu Toyota Textile Auto Parts Co., Ltd. is a research and development, production and sales company’s products and other brands of car seats, car interior and exterior accessories and their components; Sino-foreign joint ventures engaged in the import business of the above products. At present, the company provides seats and interiors of Costa buses and Prado off-road vehicle seats for Sichuan FAW Toyota Motor Co., Ltd.
|
Prado, Sichuan FAW Toyota
|
Guanghua Rongchang
|
Beijing Guanghua Rongchang Auto Parts (Group) Co., Ltd. is a large-scale specialized company that produces auto parts such as car seats and rearview mirrors. The company has100Ten thousand sets of car seats,100Ten thousand sets of seat skeleton,160Production capacity of 10,000 sets of automobile rearview mirrors and other parts.
|
Beiqi Futian, Shaanxi Automobile, China Heavy Duty Truck, Changchun FAW, Baotou Beiben, BAIC Limited, BAIC, Anhui Valin, Jianghuai Automobile, Dongfeng Liuqi, etc.
|
Zhejiang jujin
|
Zhejiang jujin auto parts co., ltd was established in.1988In, we specialized in producing more than 100 kinds of products, such as automobile seats, leather seat covers, polyurethane foam, automobile interior parts and precision stamping parts, mainly providing supporting services for Geely Automobile Group.
|
Mainly provide supporting services for Geely Automobile Group.
|
Source: Company website finishing, Bank of China Securities.
Signing a big order for two models of Zotye Auto, and actively expanding the passenger car seat market.
Affected by the sluggish sales of commercial vehicles in recent years, the company is gradually transforming into a passenger car seat supplier. During the long-term operation, the company has accumulated rich industry experience in vehicle seats.2015In 2006, we began to supply new ocean zhidou and sell passenger car seat products.13475Seats, realize income.612.6Ten thousand yuan.
2016yearthreemoon29On, the company signed the Supply Contract with Zotye Automobile (2016Years), the company mass-produced for Zotye Automobile.B11Model (i.e. Zotye)T600) Provide passenger car seats and meet the quantity (including spare parts) required by Zotye Automobile after-sales service. According to the data of the Federation, ZotyeT600 2015Annual sales volume is126121Car, monthly sales of over ten thousand, in the medium-sized.SUVSales are in the forefront. The passenger car seat provided by the company is the whole car chair.——Including front seat and rear seat assembly, the value will be greatly improved compared with commercial vehicles.
chart15.Number of seats used by the unit host
project
|
construction machinery
|
lorry
|
passenger train
|
Agricultural machinery
|
passenger car
|
Number of seats for single vehicle
|
one A driver’s seat
|
2 A (driver’s seat)
|
one A driver’s seat
|
one A driver’s seat
|
Front and rear seat assemblies
|
Source: Company Announcement, Bank of China Securities.
chart16.Analysis Table of Company’s Product Categories
main products
|
Production(seats)
|
Sales(seats)
|
Operating income(yuan)
|
Average single seat price(yuan)
|
gross profit rate(%)
|
Construction machinery seat
|
270,287
|
269,146
|
126,380,288
|
470
|
36.5
|
Commercial vehicle seat
|
149,487
|
147,580
|
98,115,167
|
665
|
28.7
|
Agricultural machinery seat
|
146,284
|
142,715
|
41,764,630
|
293
|
30.7
|
Passenger car seat
|
16,277
|
13,475
|
6,125,994
|
455
|
29.0
|
Other seats
|
7,646
|
7,921
|
4,407,160
|
556
|
37.5
|
accessory part
|
–
|
–
|
14,743,595
|
–
|
–
|
total
|
589,981
|
580,837
|
291,536,834
|
–
|
33.0
|
Source: Company Announcement, Bank of China Securities.
2016yearfivemoon13On, the company and Zotye Automobile signed the Agreement on the Development of Supporting Parts. According to the agreement, the company accepted the entrustment of Zotye Automobile.B11BModel (i.e. Zotye)T700) seat development, the company participated in the synchronous development of new products for customers of passenger car OEM. This model is positioned medium and large.SUV, the five-seat model will be ontwelveTake the lead in listing in June,2017Four-seat and seven-seat models were launched during the year. Power will be equipped.1.8Tand2.0TTwo kinds of engines, among which2.0TThe engine comes from SAIC, and adopts direct injection technology of fuel in cylinder, with maximum output power.220Horse power (162kW), peak torque350cattle·Rice. This model is expected to replicate Zotye.T600The successful experience will be transformed into an explosive model.
The company has successively harvested the supporting orders of two major models of Zotye Automobile, and participated in the simultaneous development. The technical strength has been gradually recognized, and the company will gradually improve the supporting penetration rate in its own models by taking advantage of the domestic cost performance.
chart17. zhongtaiT600

Source: Aika Automobile, Bank of China Securities.
chart18. zhongtaiT700Concept edition

Source: Aika Automobile, Bank of China Securities.
According to the data of China Automobile Association,2015The output of new energy vehicles in China reached34.0Ten thousand vehicles, a year-on-year increase.3.3Times. In recent years, driven by positive factors such as purchase subsidies, operating subsidies and license support, new energy vehicles are expected to continue to grow at a high speed.2020The annual sales volume is expected to reach150-200Ten thousand vehicles. Different from fuel passenger cars with joint venture brands, the new energy vehicle market in China is still in the initial stage of development and dominated by domestic brands. The supply system of seats and other auto parts of new energy vehicle manufacturers is not yet fully mature. The company actively enters the passenger car seat market through the opportunity of establishing a new energy vehicle supplier system, which has great development space and market capacity.
By cooperating with Zhidou and Zotye Automobile as an opportunity, the company vigorously expands the production of passenger car seats, especially new energy passenger car seats, which can expand new product application fields and profit growth points, expand the company’s business coverage, reduce the impact of market changes in downstream individual fields on the company’s overall performance, further improve the product gross profit margin level and the company’s profitability, ensure the superior competitive position in the field of vehicle seat supply, and enhance the domestic technical level and international competitiveness of passenger car seats.
chart19. The sales of new energy vehicles are developing rapidly.

Source: China Automobile Association, Bank of China Securities
Fundraising projects ease the pressure on production capacity and fully enter the passenger car seat market.
2016yearsevenmoon13On, the company’s application for non-public offering of shares was examined and approved by the China Securities Regulatory Commission. The reserve price of the issue is adjusted to27.69Yuan per share, no more than issued shares.1,83110,000 shares, raising no more than5.1100 million yuan. The project will be invested4.3We will build an intelligent production base for passenger car seats. After the project is completed, the project will reach an annual production capacity.30Ten thousand sets of finished seats (including60Ten thousand sets of core parts) and140Ten thousand sets of single-selling core parts. The construction period of the project is24Last month. After the completion of the project, the first year’s production capacity is80%In the second year, the production capacity is100%During the operation period of the project, the average annual operating income reached.9.9100 million yuan.
After the fundraising project is completed, it will help the company to expand the field of passenger car seats and promote the optimization and upgrading of product structure. Chen Bangrui promised to subscribe in cash at the same subscription price as other subscribers, and the subscription ratio is in the total number of shares actually issued this time.10%- 30%Suddenly, the subscription of the actual controller shows strong confidence in the company’s development.
chart20.Investment of raised funds
serial number
|
Project name
|
Total amount of funds to be invested and raised(ten thousand yuan)
|
one
|
Construction project of intelligent production base for passenger car seats
|
42,915
|
2
|
Replenish working capital
|
7,795
|
total
|
50,710
|
Source: China Automobile Association, Bank of China Securities
traditionThe seat business has developed steadily and the products have been upgraded to high-end.
Affected by the downturn in the downstream construction machinery and commercial vehicle industries, the operating income of the company’s construction machinery seats and commercial vehicle seats declined.2015In, the company realized operating income of2.9100 million yuan, down from the same period last year5.6%. Benefiting from the decline in the cost of steel and other materials and the depreciation of the exchange rate, the overall gross profit margin of the company increased over the same period of last year.one point sixPercentage points, net profit attributable to shareholders of the parent company.3341Ten thousand yuan, a year-on-year increase.3.6%.
From the perspective of product categories, the company’s three series of products, construction machinery seats, commercial vehicle seats and agricultural machinery seats, together account for more than the main business income.90%, the main business is outstanding.2015Due to the decrease in the cost of steel and other materials and the depreciation of the exchange rate in, the gross profit margin of construction machinery seats and agricultural machinery seats increased compared with the same period, and the gross profit margin of commercial vehicle seats decreased compared with the same period due to the slight price reduction of some products developed by the company. The overall gross profit margin was31.4%, keep stable. The company strives to expand into the field of passenger car seats.2015In 2006, we began to supply new ocean zhidou and sell passenger car seat products.13475Seats, realize income.613Ten thousand yuan.
chart21.Commercial vehicle sales in China have been sluggish in recent years.

Source: China Automobile Association, Bank of China Securities
chart22. Operating income and growth rate

Source: wind information, Bank of China Securities.
chart23. Net profit and growth rate of parent company

Source: wind information, Bank of China Securities.
The company actively explores overseas markets. In the domestic market, it mainly sells construction machinery seats and commercial vehicle seats, while in the foreign market, it mainly sells after-sales maintenance of construction machinery seats and agricultural machinery seats, accounting for about 40% of its operating income in recent years. Foreign market companies mainly sell through local distributors in various countries, and the regions are mainly concentrated in North America and Europe.2015In, due to the downturn of domestic construction machinery and commercial vehicle industry, domestic sales revenue decreased year-on-year.7.1%. Although foreign sales revenue decreased year-on-year.2.7%However, the gross profit margin of products has increased.5.9%The main reason is the increase in the export proportion of the company’s high-end seat products and the depreciation of the exchange rate.
chart24. Operating income by product composition

Source: wind information, Bank of China Securities.
chart25. Operating income is divided into regions.

Source: wind information, Bank of China Securities.
Layout of children’s seats, diversified expansionSeat business
Child safety seat is also called child restraint system CRS.(Child RestraintSystem) is a device specially designed for children of different ages (or weights) to ride safely. It is a seat that is tied to the car seat for children to ride and has binding equipment, and can bind children to ensure the safety of children to the maximum extent when there is a car accident.
At present, there are50 Many countries have legislated and enforced the use of child safety seats. The utilization rate of child safety seats in some developed countries is as high as.90%, and began to spread to the whole world from the extensive use of European and American countries. According to Booz data, the global child safety seat market will maintain steady growth in the next few years.2020In, the global child safety seat market will reach.56.4Billion dollars.
China’s child safety seat market is in the initial development stage, and consumers’ awareness of it is low.2012The release and implementation of "restraint system for children in motor vehicles" in provided legal standards and industry guidelines for children’s safety seats, and the popularity of children’s safety seats showed a rapid upward trend. According to the "Blue Book of Road Traffic Safety for Children in China", the research team was working on it.2015 In Beijing, Qingdao, Changsha, etc.eight The average utilization rate of child safety seats in the survey samples of 20 cities is33.3%. and2013 Less than years old15%The average utilization rate has doubled, but it is far from developed countries.90%There is still a big gap in the utilization rate of.
chart26.2011~2015 Output of child safety seats in China in.

Source: China Industrial Information Network, Bank of China Securities.
At present, China has reached3C Certified child safety seat manufacturers are300 Many families. China’s child safety seat market is mainly occupied by well-known brands in China, Britain and Germany, among which China brand occupies.40%About the market share. However, many enterprises are transformed from baby products manufacturers, and the design and manufacturing threshold is very low. The child safety seat is an automobile safety product, which requires high safety.
chart27.2015 year1-12 The situation of the top five brands in the domestic child safety seat market in June.
brand name
|
country
|
Comprehensive market share(%)
|
Market sales share(%)
|
Market coverage(%)
|
Good boy
|
China
|
35.45
|
26.43
|
41.46
|
RECARO
|
Germany
|
13.94
|
22.05
|
8.54
|
Baodeshi
|
Britain
|
5.71
|
5.13
|
6.10
|
Kiddy
|
Germany
|
4.85
|
8.46
|
2.44
|
Lutule
|
China
|
4.30
|
8.93
|
1.22
|
Source: China Industrial Information Network, Bank of China Securities.
In the future, with the introduction of child safety seat legislation and related safety standards, the national second child policy will be completely liberalized, family safety awareness will be gradually improved, and the penetration rate of child safety seats will be greatly improved. If the child safety seat is forced to use into traffic regulations, the annual sales of passenger cars will now exceed.2000Ten thousand vehicles, if the child safety seat assembly rate reachesthirty percentIt is estimated that the child safety seat market is expected to reach every year.600Ten thousand sets, the market has huge room for future development.
chart28.Some local traffic rules on compulsory use of child safety seats
site
|
traffic regulations/rules
|
content
|
Shenzhen
|
2015yearonemoononeThe new traffic regulations implemented in Shenzhen on June 21
|
fourChildren under one year of age must use child safety seats, otherwise they will be punished.300Yuan fine/time
|
Shandong(Province)
|
2014yeareightmoononeRegulations of Shandong Province on Highway Traffic Safety
|
Minors under the age of four should be equipped with and correctly use child safety seats when riding family passenger cars.
|
Shanghai
|
2014yearthreemoononeThe Regulations of Shanghai Municipality on the Protection of Minors promulgated and implemented on April 21, 2000.
|
less thanfourMinors who have reached the age of one should be equipped with and use child safety seats correctly when taking family passenger cars.
|
Source: Internet information, Bank of China Securities.
The company actively promotes the research and development of child safety seats, and two child safety seats independently developed by the company.JEC610 Car child safety seat (applicablenineA month—12Years old children),JEC210 Car child safety seat (applicable0—4Years old children) in2016yearfourmoon19Received two national compulsory product certification certificates of China from China Automobile Certification Center (i.e.3CCertification certificate), and received four trademark registration certificates and one Madrid trademark international registration certificate issued by the Trademark Office of the State Administration for Industry and Commerce. These two seat projects have completed the tooling sample and design verification, and entered the mass production stage.
Children’s safety seat is an automobile safety product, which requires high safety. The company has many years of experience in car seat production and research, strong technical strength and quality can be guaranteed. Because of its consumption nature, the company plans to mainly adopt e-commerce such as Tmall flagship store, and the main engine plant of passenger cars and automobiles.4SStore cooperative sales and other sales models.2015In, the company’s child safety seat was still in the research and development stage, and the sales revenue was not realized. At the same time, the company also actively expands new business areas such as airplane seats and high-speed rail seats, and gradually broadens domestic and foreign sales channels to realize global sales and develop towards high value-added seat suppliers.
Profit forecast and investment suggestion
Construction machinery seat
The company occupies a large share in the seat industry of construction machinery such as loaders, road rollers, bulldozers and forklifts, and its production and sales are greatly influenced by fixed assets investment factors such as infrastructure construction and housing construction. At this stage, the downward pressure on the domestic economy is great, and some areas have been seriously affected by the flood this year. It is expected that the government will increase investment in infrastructure construction, which will drive the demand for construction machinery seats of the company to pick up. The gross profit margin is expected to benefit from the decline in the cost of steel and other materials and the further improvement of high-end products. It is expected that2016-2018The annual income of construction machinery seats is respectively1.34Billion,1.41Yihe1.48Billion and gross profit are respectively0.49Billion,0.52Yihe0.54Billion.
Commercial vehicle seat
The company’s commercial vehicle seat series mainly includes heavy truck seats and bus seats.2016Heavy trucks ushered in recovery in, according to the data of China Automobile Association,2016Cumulative sales of heavy trucks in the first half of the year34.0Ten thousand vehicles, a year-on-year increase.15.2%The sales of large buses and medium buses also increased year on year.4.1%、23.2%It is expected that with the overall recovery of the industry, the company’s business will also pick up. In terms of new customers,2015In 2006, the company added a large number of products to Shaanxi Automobile Baohua and Heavy Duty Truck commercial vehicles, and the products gradually became high-end. The gross profit margin is expected to pick up with the success of market development. estimate2016-2018In, the company’s commercial vehicle seat income was respectively1.06Billion,1.10Yihe1.15Billion and gross profit are respectively0.32Billion,0.34Yihe0.35Billion.
Agricultural machinery seat
The company’s agricultural machinery seats are mainly aimed at foreign markets, mainly in the after-sales maintenance market. Compared with the host supporting market, the after-sales maintenance market is aimed at the stock market, which has certain rigid demand and less fluctuation. estimate2016-2018In, the company’s agricultural machinery seat income was respectively0.42Billion,0.42Yihe0.43Billion and gross profit are respectively0.13Billion,0.13Yihe0.13Billion.
Passenger car seat
The company actively expands the passenger car market, and has developed high-quality customers of Zhidou and Zotye Automobile. company2015In 2008, we started to supply zhidou, and the sales volume is expected to further increase. The agreement signed between the company and Zotye Automobile is as followsB11Model matching seat, expected2016Started to contribute income in the third quarter of 2008.B11The monthly sales volume of models exceeds 10,000, and it is expected to be supplied this year.fourTen thousand sets are expected to be supplied next year.10More than ten thousand sets. The company and Zotye Automobile developed simultaneously.B11BThe model will be in2016yeartwelveIt is expected to become an explosive model next year, which will bring explosive growth in the company’s supply. It is expected that the company will supply it next year.fiveTen thousand sets. The company is expected to get supporting orders from other passenger car brands by taking advantage of domestic cost performance.2018One or two new models can be added every year, and the supporting permeability will be gradually improved. estimate2016-2018In, the company’s passenger car seat income was respectively1.29Billion,4.65Yihe8.00Billion and gross profit are respectively0.41Billion,1.58Yihe2.80Billion.
Profit forecast and investment suggestion
After diluting according to the latest share capital, we expect Tiancheng Automation.2016-2018Annual earnings per share are as follows0.52Yuan,0.98Yuanhe1.45Yuan. with2018Based on the annual performance, give the company seat business.40Times the dynamic P/E ratio, and the reasonable target price is58.00Yuan, given for the first timebuy inRating.
Risk warning
one) The expansion of passenger car market is less than expected;
2) The development of downstream supporting construction machinery, commercial vehicles and agricultural machinery industries is less than expected.