Fabric VS Leather: A New Revolution in Automotive Interior Fabrics

Core tips: With the rapid development of China's leather industry, the structure of consumer groups tends to be younger, and the concept of consumption is gradually maturing, and more pursuit of environmental protection comfort and convenience in car life. With the rapid development of the automobile industry, the structure of consumer groups tends to be younger, and the consumption concept is gradually maturing, and more people are pursuing environmental comfort, convenience and personalization of car life. Especially for the interior space, I want to highlight the atmosphere of myself and home. Based on this, many interior and material manufacturers have embarked on a new R&D journey to meet the needs of car owners in the new era, including the development of new automotive fabrics. Nowadays in the automotive fabric market, or is known as the "tall" leather world, where is the new fabric based, and how to expand in the future? Recently, the reporter interviewed Zou Li, senior manager of the automotive fabric business unit of Johnson Controls Professional Automotive Interiors Group in China, to discuss the above issues, the demand of car owners is currently in the Chinese automobile market, the post-80s have gradually become the main consumer group, and the younger post-90s will also become an important purchasing power in the automobile market, in the consumer demand and value system to show diversified, personalized characteristics. The 60 and 70 consumer groups, although relatively conservative, are gradually changing. In fact, in Europe, 80% of car seats are made of new fabrics such as fabrics, mainly because consumers think that new fabrics are more malleable and selective, which can better show their personality and release themselves.

Chinese consumers are changing in this regard, especially the younger demographic, and we can see this through the popularity of SUVs, so we have a lot of confidence in the Chinese market. Zou Li said. She told reporters that for the main models purchased by the post-80s and 90s, Johnson Controls will pay more attention to their value appeal of "identity, diversity, personalization and harmony with nature" in the design of new fabrics, and have more colors and patterns for them to choose from. For the post-60s and 70s who prefer leather, Johnson Controls will also use imitation leather fabrics and some leather substitutes such as PVC tapes and yarns to process into special mithy fabrics to meet their needs to some extent. Leather is still relatively simple compared to fabrics, and fabrics have a variety of permutations and combinations to meet the needs of different consumers. Compared with the PM2.5 smog outside the car, and the car is eroded by VOC toxic gases, the word "environmental protection" has gradually changed from being led by the government to being consciously accepted by people. Forty-seven percent of Chinese consumers said they would consider whether a car has an eco-friendly "label" and features when buying a car. For the leather that has always dominated the market, it may usher in new challenges. Tracing the carbon footprint from the initial livestock breeding to the final production application, the total carbon emissions throughout the life cycle are very high, with a total of 110 kg of carbon dioxide per square meter, which is more than five times that of ordinary fabrics. Fabrics, on the other hand, have many advantages such as soft touch, noise reduction, low energy consumption (which does not easily absorb or release heat), and low carbon emissions. For the new fabric applied to the chair, Zou Li said that in addition to being breathable and scratch-resistant, it must also be able to pass the total VOC and odor tests. Cleanability is achieved through post-processing technologies such as automotive fabric coating processes such as FreshPer4mance, even if a cup of coffee is spilled on the chair and cleaned with a gentle wipe of the cloth. In addition, Zou Li told reporters that the fabric is light, and at the same time, the fabric of different parts can reach different thicknesses, and the weight can be reduced by 60%-90% compared with leather, so as to meet the needs of vehicle manufacturers for lightweight and energy saving. OEM SelectionFor OEMs, consumers' preferences are the key factors in their choice of fabric materials. At this stage, how to get OEMs to accept this concept first will be a big challenge for new fabrics. In this regard, Zou Li said that the main engine factory did not promote fabric products before, mainly because of limited consumer awareness and acceptance, and believed that fabrics were difficult to take care of.

With Johnson Controls' continuous exploration of fabric composite processing technology and new fabric materials, we see a lot of possibilities. If the fabric seat can not only resist pollution and bacteria, warm in winter and cool in summer, but also beautiful and beautiful, and can also achieve a lot of personalized graphics and design, I believe that consumers will also be willing to choose fabric seats, and OEMs will also respond to the trend in this regard. In addition, a very important advantage of the fabric is its high flexibility and modularity, the fabric only needs to use a base cloth (the traditional is black, gray, beige three plain colors), add different design elements (patterns, patterns, colors) on these base fabrics, and use different composite processing processes (such as: laser welding, embroidery, screen printing, inkjet, etc.), you can present an aesthetic effect, and even achieve the effect of imitation leather. This is very welcome for OEMs, which can not only reduce costs, but also highlight the differentiation and personality of different models. At the same time, after the acquisition of Michel Thierry, Johnson Controls has achieved vertical integration in the fabric field, through EPDP (optimized product development process), deep understanding of OEM customers' automotive design topics and professional insights into future design trends, fabric designers can intervene in the interior concept design stage of OEM customers in advance, communicate fabric design solutions in the early stage, and develop various innovative fabric solutions according to the needs of OEM customers and consumers.