The new national standard requires that the automatic glass lifter for newly added vehicles should have an anti-pinch function, which gives Brose no small business opportunity. This 100-year-old family company is the inventor of the glass lifter and the originator of the production of anti-clamp electronic modules. What lessons can it give us? "You can't see him, and it's hard for you to hear him, but you are using it. But anyone who wants to open the window, close the door or adjust the seat will always think of Brose's products." The professor of modern history of the university, Gregor Schelgen, described in his book the breadth and importance of Brose's involved components.  The Brose Group is known to end-users for advertising from Germany in the 1980s - "technology for automotive service." From a business perspective, they do not want to do this, and they never go from behind the scenes to the front desk. This time, however, it is an important choice forced by the survival and death of its core business. At the time, this company was disturbed and the crisis was that only one of the 100 people buying low-end German cars ordered electric glass lifters. This has become the basic configuration in cars in France, Italy and Japan. This is a mockery for Brose, the inventor of this field, who has its originator, or an ominous sign. This is a crucial moment that determines the transformation of Brose. For a long time, as a supplier of auto parts, it has never done terminal advertising. In their view, this is a kind of "luxury" and even seen as a waste. Brose also believes that they do not directly face the car consumers, but only to the vehicle customers. For Brose, who has always been low-key, in the words of the researchers, "they do not like to show up," they only focus on doing one thing. But this is not enough. Poor thinking changes, it seems that this is the secret of the success of this century-old family business, but also a highlight of the company's personification. In China, just as in Germany, almost no car terminal consumers knew Brose. But this time it was not its own advertising, but the government had the opportunity to let its products be known by more people; this time it was not a glass elevator, but it was still related to it.  What happens if an obstacle is encountered between the window glass and the frame, such as a hand or, worse, a child's neck? Brose raised this issue almost 30 years ago and produced the world's first electric glass lifter with anti-pinch function, minimizing the risk of injury. The new national standard stipulates that, starting from January 1, 2012, models that are placed on the market and have automatic lift windows should be equipped with an anti-clamping function, which is almost identical to the corresponding European regulations. The glass lifter anti-clip technology minimizes the risk of injury: When the sensor detects a large deceleration of the motor, it immediately stops the rising window and reverses it. This innovation of Brose has not only become the technical standard of most car manufacturers since then, but has also been added to the corresponding legal norms such as EU Directive 74/60/EWG. Now, China's laws and regulations are formally incorporated. Currently, Brose supplies approximately 30 million anti-clipping electronic modules to almost every international automotive manufacturer each year, of which approximately 7.5 million are used in the Chinese market. The new national standards will allow Brose’s business to grow further. In China, more than 80% of passenger cars have been equipped with electric window regulators, and this proportion continues to rise. However, many window regulators do not have the ability to automatically reverse the obstacles.  Although this time Brose can rely on national standards to promote its business smoothly, it still carries out the necessary promotion. On the eve of the 2012 Beijing Auto Show, it invited the media to hold an event on the “Electric Glass Lifter Anti-Clamp System†in Beijing. However, Brose can still have today’s thanks to its own advertising campaign that year. In fact, this cannot be simply seen as a kind of market behavior, but rather a choice of strategic decision-making. In the more than 70 years since the invention of the automotive window lifter, Brose has grown from an automotive parts agent to an automotive parts manufacturing supplier and is a pioneer and leader in this field. In the 1980s, Brose faced with the bottleneck of enterprise transformation? This kind of Hamlet’s self-talk is indeed a choice between life and death. Air Source Treatment Unit, Air Treatment Units, Air Preparation Units, Air Treatment Systems Fenghua QITE pneumatic&hydraulic Equipments Manufactory , http://www.qt-pneumatic.com