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1、Cooper China PDM Market Research2005 OctoberPage2Preface:Project Background and Research MethodologyChapter 1:PDM market profile and forecasting in the next 3 years Chapter 2:Customers analysis Chapter 3:Competitors analysis Chapter 4:CAN technology application in target market ContentPage31.Researc

2、h ObjectiveTogetageneralmarketprofileofChinaPDMmarketTolearnmajorcustomersneedsinfourtargetindustriesonPDMproducts，purchasingprocess,PDMsuppliersinformationofautomanufacturersTolearnthemaincompetitorsproductsdistributionchannel,pricing,andpromotionstrategyTolearnPDMtechnologydevelopmenttrendPage42.R

3、esearch methodSecond hand material research:thematerialsincludeprofessionalwebsite,professionalmagazine,companylistreference,therelatedinformationonwebsite,publicationsandsoon.In-depth interview:interviewwithengineersandpurchasingmanagersoftopfourcompaniesintargetindustriesinChina,interviewwithmanag

4、ersofcompetitors.Page53.Interviewer list The interviewed companies include:Heavy duty truck industry:FotonGroup;FAWGroup;DongfengMotorCorporation;ChongQingHeavyVehicleGroupCo.,Ltd;ChinaNationalHeavyDutyTruckGroupCo.,Ltd(CNHTC);ShaanxiAutomobileGroupCo.,Ltd.Engineering equipment industry:XuzhouConstr

5、uctionMachineryGroupCo.,Ltd.(XCMG);GuangxiGLMGMachineryCo.,Ltd;XiamenEngineeringMachineryCo.,Ltd(XMEC);SANYHeavyIndustryCO.,LTDAgriculture equipment industry:ShandongFotonHeavyIndustriesCo.Ltd;LuoyangYituotractorgroup;ShanghaiNewHollandAgriculturalMachineryCorporationLimited(SNH);Deere&Company.Large

6、 bus industry:KinglongandGoldenDragongroup;ZhengzhouYutongBusCo.,Ltd;AnhuiJACAutomotiveCo.,Ltd.Page6Preface:Project Background and Research MethodologyChapter 1:PDM market profile and forecasting in the next 3 years Chapter 2:Customers analysis Chapter 3:Competitors analysis Chapter 4:CAN technology

7、 application in target market ContentPage7Chapter 1:Current PDM market analysis and forecastingHeavy duty TruckmarketLarge busEngineering equipmentAgriculture equipment1234Page81950s1970s1990s2000sFirstChinatruckindustrydevelopmentstageis1950s-1980s.In1956,ChinafirsttruckwasproducedinFAWgroup.1.24Mi

8、llionthiskindtruckhavebeenproducedsincethen.Since2000,Chinaheavydutytruckmarketexperiencedhighspeedgrowth.Figure.1985-2004 heavy duty and light heavy duty truck production volume 1.1 Heavy duty truck market developed fast since 2000Page9Figure.2002-2004 production volume of top six players Informati

9、onresource：NationalBureauofStatisticsofChinaFigure.2004 market share of different brandTheChinaheavydutytruckmarketisstillincreasingatahighspeed.Thereare1.481millionheavydutytruckin2004inChina,whichinclude422961newones.91.962004newheavydutytruckswereproducedbysixbigcompanies.1.3 FAW and Dongfeng are

10、 two top brandsPage10At present,most of heavy duty trucks use 200 horsepower engine and one trucks price are about 180 thousands RMB,most users hope used more luxury trucks.All famous brand put the new model into market in 2004.For example:HOWO(Zhongqi)：VOLOVcabtechnology，luxurydecoration，leadingsus

11、pensedesignandsoon.Aowei奥威(FAW)：thenewmodelsdesign,manufacturer,material,technologyareallfollowingthelatestinternationallevel.Thenewmodelismorecomfortableandhavethelargecapacity,morereliability,andmoregasmileage.Mserials(Dongfeng)：thenewmodeladoptthelatestdesignfromFordcompany,Renault,Nissan,GermanF

12、EVtechanolgy.Theyproducedspecializeddesignedtruckforsomemarketniche。Foton：thenewmodelwithmulti-axletree。NewDakang(Hongyan)：moreluxuryone.1.4 Heavy duty truck is upgrading now Page11Aowei series 奥奥威威 (2005 new model)Faw 解放解放(Traditional model)picture：methodStamptrackmethod(24routand48+12rout)Flex-cir

13、cuit&printedcircuitboardmethodprice：200-300RMB（Onlyincludfuse),atthebeginningthepriceisabout300RMB120RMB：（onlyincludefuse）supplierFawQingdaofaw:QingdaojingxingautoelectronicCo,Others:Tianhai,YuyaoFuse：shanghaiHugongandothers上海沪工和其他的品牌。1.5 Use of PDM FAWPleaselookatSamplePleaselookatSamplePage12：Dong

14、feng Picture：MethodStamptrackmethodPrice：Aboutthecheapestone100RMBabove，themostexpensiveoneisalittlemorethan200RMB（onlyhavefuse)SupplierYuyao(余姚电二）、Tianhai（天海）、DongfengTianyun（东风天运）（SubsidiaryofDongfenhGroup）1.5 Use of PDM DongfengPage13STEYR斯太尔斯太尔HOWO毫沃毫沃Huanghe 黄河王子黄河王子PictureMethodHard-wiredmodul

15、emethodFlex-circuit&printedcircuitboardmethod（分总成）StamptrackmethodPrice200RMB2000RMB(includeFuse,relay,500-600RMB(onlyfuse)SupplierSichuanxiaohang,四川小航，JinanXintianyu济南新天宇JinanYounaite济南的优耐特Tianhai（正在和泛华联系）PleaselookatSample1.5 Use of PDM CNHTCPage14Xindakang 新新大康大康STEYR trucks 斯太尔斯太尔Picture：MethodS

16、tamptrackmethodHard-wiredmodulemethodPrice：Over500RMB(onlyshellandfuse)About100yuanSupplierSichanYaanXiaohang四川雅安小航（四川泛华下属企业）Suizhoumilitaryequipmentfactory随州军械厂1.5 Use of PDM ChongQing Hongyan Page15斯太尔斯太尔STEYR军用越野车军用越野车Military truck低档重卡低档重卡low endPictureMethodStamptrackmethodStamptrackmethodHard-

17、wiredmodulemethodPrice600RMB（fuse,somewiringharness)500RMB220-240RMBSupplierAFLAutomotive（German)Guozhouhuayang贵州华阳电工Fanhua泛华Yueqing乐清电器Tianhai(Tianhai)1.5 Use of PDM Shanxi AutoPage16In2004,StamptrackmethodismostpopularPDMmethod,abouthalfofproductsinsixfamousbrandusedstamptrackmethodPDM.Figure.theP

18、DM method in different brand.Figure.Differtn PDM product volume in truck industry 1.6 2004 Heavy duty truck PDM market statisticsFigure.volume of PDM for different brand Page17Volvocompanypredictedthatheavydutytruckmarketwillreach1500thousandsin2010.Ifwecalculatedthemarketsizeatagrowthrateof9%,which

19、issimilartoChinaGDPgrowthrate,China heavy duty truck market size will reach 3810 thousands unit from 2006-2010.The needs of PDM will increase accordingly.Figure.Market size forecasting(thousands)1.7 Truck market size forecastingPage18Chapter 1:Current PDM market analysis and forecastingHeavy duty Tr

20、uckmarketLarge busEngineering equipmentAgriculture equipment1234Page19Since2000，largeandmediumbusmarketgrewatahighspeed.Thereare78thousandsnewlargeandmediumbusenteredmarketin2004.ItwasestimatedthattheChinawillhave1.63millionallkindsofbustilltheendof2005.Thereare640thousandsLargeandmediumbustilltheen

21、dof2005.Category:largebusL10m,Mediumbus7L=10,Figure.Production volume in past 15 yearsInformationresource：NationalBureauofStatisticsofChina2.1 large and medium bus market developed very rapidly Page20In2004,inthemarketoflargebuswithpriceover800thousandsRMB,(luxurybus)thethreemostpopularbrandisShangh

22、aisunwin(上海申沃)、JinhuaNeoplan(金华尼奥普兰)、GuilinDawoo(桂林大宇).High end brandMiddle and high end brandLow end brandJinhuaNeoplanGuangzhouIsuzuShanghaiSunwin（VOLVO）Xiwo(西沃)（VOLVO）DawooXiamenKingLongUnitedTheXiamenGoldenDragonVanCo.LtdSuzhouKingLongYutongothers2.2 large bus market profilePage21From2004Janto20

23、04Nov.,thebrandwithbiggestsalesvolumeareYutong,HuanghaiandXiamenKinglong.MostofHuanghailargebusarecitybus.Inthemarketoflargebuswithpricefrom500800thousands,thetop3brandsareXiamenKinglong(厦门金龙）、TheXiamenGoldenDragonVanCo.Ltd(厦门金旅)andYutonggroup.2.2 large bus market profileFigure.Large bus market shar

24、e(2004 Jan.-Nov.)Figure.large bus production volume(2004Jan-Nov)Page22In the market of medium bus,top three:Yutong（宇通）、SuzhouKingLong（苏州金龙）、TheXiamenGoldenDragonVanCo.Ltd（厦门金旅）Figure.Medium bus market share(2004 Jan.-Nov.)Figure.production volume2.2 Medium bus market profilePage23First，Chinaeconomyd

25、evelopedveryfast,whichcausethedevelopmentofalltheindustriesincludingbusindustry.Second，theconstructionplanofChinahighwaynetisadvanced,thebustransportationhasplayedmoreimportantroleinChinathanrailwaytransportation.Third,thenumberoftravelerincreasedquickly.Chinahasmosttouristsintheworld,andmoreandmore

26、foreigntravelerscometochina,inaddition,moreandmorepeopleswarmintocities,whichcausemoretransportationneeds.Forth，thebushasadoptedmuchadvancedtechnologyandthemanufacturerhasalsotakemoreaggressivemarketingstrategytopushthemarket.The big growth of the large and medium bus market resulted from rapid deve

27、lopment of China highway,tourism industry and city mass transportation.2.3 The reasons for big market growthPage24SuzhouKingLongXiamenkinglongThe Xiamen Golden Dragon Van Co.Ltdpicture：methodFlex-circuit&printedcircuitboardmethod（分总成）：includefuse,relay.Flex-circuit&printedcircuitboardmethod（分总成）Flex

28、-circuit&printedcircuitboardmethod（分总成）price：700-800RMB700RMBsupplierHenan,XianxiangGuangming河南新乡光明HarbinVITIElectronicsCo.,Ltd.(哈尔滨威帝)Connectorotherspartsbrand:Tianyi,(天意)、Hongfa(鸿发)、Siemens西门子等。2.4 Use of PDM Page25Yutong(郑州宇通)Jianghuai(江淮客车)Picture：PleaselooksamplesMethodFlex-circuit&printedcircu

29、itboardmethodFlex-circuit&printedcircuitboardmethod(分总成），（includeuseandrelay)Price(onlyfuse),Largebus500-600RMB（47rute）Medium200-300RMB（32rute）700-800RMBSupplierHenanDengdiangroup登电集团HenanDengdiangroup登电集团OthersRelay:BOSCHFuse：TaiwanJimen2.4 Use of PDMPage26Figure.PDM Statistics for three bus brand

30、interviewed2.4 PDM statistics for bus marketPage27Busindustryhasgreatpotentialbecauseoftourismindustryrapiddevelopment,highwaydevelopmentandcitydevelopment.BusmarkethavehugepotentialinChina.Now,1819Chineseownonebus,however,500-600peoplesownonebusinadvancedcountries,therearestillhugepotentialforbusde

31、velopmentinChina.Figure.1995-2004 Bus market size and GDPAccordinganalysis,GDPgrowthrateishighlyrelatedwithbusmarketgrowthrate.2.5 Forecasting of large and medium bus marketPage28Figure.large and middle market size forecasting2.5 Large and medium bus market size forecastingAccordingtoChinaStateInfor

32、mationCenterEstimation,in2010,Chinaneeds1.60-2.30millionbuses。Iflargeandmediumbusesaccountfor5%totalmarketshare，(in2004,largeandmediumaccountfor6.5%totalbusesmarketshare).,thelargeandmediummarketsizewillreach90-115thousands。Ifwecalculatethemarketsizebythegrowthrateof9%,similartoGDPgrowthrate,China n

33、eed over 100 thousands large and medium buses in 2010，the total market size of five years will reach 555770.The PDM market will increase accordingly.Page29Chapter 1:Current PDM market analysis and forecastingHeavy duty TruckmarketLarge busEngineering equipmentAgriculture equipment1234Page30Figure.Th

34、e ten group of engineering equipment company Xuzhou徐州群徐州群 15SOEamd13JointventureChangsha长沙群长沙群SANY、中联zhonglian、山河shanhe、江麓jianglu、浦沅puyuan常州群常州群Changzhou ChanglinChanglin、Hyundai现代、Nangong11companiesShandong山东群山东群linan临工、Shanqiao山推、Taian泰安、Xiaoshong小松、shanggong山工柳州群柳州群liuzhouGLMG柳工、玉柴YucaiXiamen 厦门群

35、厦门群XMEC、Jinjiang晋江、Longyan龙岩、Sanming三明、Linde林德Xian西安西安Shanji陕机、Huanggong黄工other8ccompanyChengdu成都成都Chenggong、shengan神钢、川Chuanji机、Bandli邦立、Changjian长江HeFei 合肥群合肥群日立Hitachi、星马Xingma、卓尔Zhuoer等eightcompany.Theengineeringequipmentincludeexcavator、crane、loader、roller、concretepump,asphaltpaver,motorgrader、

36、bulldozer、ForkliftTrucketc.3.1 Market profile of engineering equipment Zhengzhou郑州群郑州群宇通、Yutong,YituoYituo、Zhongxinetc.Page313.thereare115thousandsexcavatorsinChina.4.20t-22tmodelaccountfor75%totalmarket.5.ThetopcompaniesareGLMG,SANY,XCMG.Figure.19982004 China excavator sales volume(all the joint br

37、and)1.Category：small（below10t）middle（10-40t）big（40tabove），100differentmodelintotal。2.foreignbrandtakemostofmarketshare.3.Majorplayer：Jiontventure:Hyundai,Dawoo、Komatsu,HiTACHI,Volovetc；LoaclbrandXCMG,SANY,GLMG,Shagong,Changlin,Lingongandotherlargecompanies.andYucai、Zhuoer,Lanteandothersmallones，30in

38、total。3.2 Market profileexcavator market(挖掘机挖掘机)Figure.2004 market share of different brandDataresource：NationalBureauofStatisticsofChinaPage32SANY GLMGXMECXCMGApplicationUsePDMUsePDM,(itisasimplemetalboxmadebyGLMGhimself)NoPDM,usefuseboxandrelayboardseparatelyNoPDMannualVolume400多套500Fusebox50-100。

39、methodStamptrackmethodHard-wiredmodulemethodprice：500RMB600RMBsupplierTianhaiTianhaiRelay:Schneider(施耐德)Mitsubishi(三菱公司),Usuallyfuseandrelayissuppliedbypanel-boardsupplierAmong the excavator company interviewed，about 60%their product use PDM,if we suppose that same percentage local excavator use PDM

40、,then,PDM market size in excavator industry is about 2000 per year。3.2 PDM application in excavator marketPage331.loaderequipmentincludeloader（装载机）、bulldozer（推土机）、motorpaver（平地机）、wheelloader(铲运机)、dumptrucks（自卸车），totalsalevolumereach102900台，loaderaccountfor74%totalmarket。2.LocalmanufacturersareGLMG,X

41、MEC,Lingong,XCMG,Changlin,Shangong,Chengong,SANY,Yutong,etc。3.thereareabout400thousandsloaderandrelatedequipmentinChina,amongthem,thereareabout300thousandsloaders,accountingfor70%ofthem,4.topthreeplayerareXMEC,GLMG,Longyanetc.Figure.20002004 loader sales volume Figure.2004 market share of different

42、brands3.3 Market profileloader Market(装载机装载机)Dataresource：NationalBureauofStatisticsofChinaPage34XCMG GLMGXMECChenggongPDMuseDoesnotusePDM,onlyusefusebox.UsePDM,(itisasimplemetalboxmadebyGLMGhimself)DoesnotusePDM,havefuseboxandrelayboard，SomeoftheirproductusePDM,Mostonlyhavefuseandrelay.VolumeFusebo

43、x:over2000Over10000Over10000fusebox700methodhard-wiredmodulemethodprice：Fusebox:10RMBVerycheapFusebox:10RMB200yuansupplierTianhaiHuaChuanWanda(万达)TianhaiAmong the loader company interviewed，only about 28%their product use PDM,if we suppose that all the industry have the same rate,then,PDM market siz

44、e in loader industry is about 20000 per year。3.3 PDM application in loader marketPage351.category：truckcrane(汽车起重机)、crawlercrane(履带起重机)、wheelcrane(轮胎起重机)etc，truckcraneaccountfor80%totalmarketshare.2.Majorplayers:XCMG,Puyuan,SichuanChangjiang,Taian,BeijinCranecompany,etc.thereare19companiesintotal.3.

45、thereare48thousandscranesinChina,thepopularmodelis8t,16tand25t.4.TopthreeplayersareXCMG,XCMG,Puyuan,(浦沅)、Changjiang长江。Figure.20012004China crane sales volumeFigure.Market share of different brand in 2004 3.4 Market profileCraneDataresource：NationalBureauofStatisticsofChinaPage36Conclusion:Most of cr

46、ane use simple PDM based on expert introduction and second hand material research,if we suppose all crane use PDM,the total market size in crane industry is about 12000 per year.XCMG Picture：UsePDM,whichismetalboxmadebyXCMG.VolumeAbout5000MethodHard-wiredmethodPrice：Supplier3.4 PDM application in cr

47、ane marketPage371.Category:twotypes.2.MajorplayersareXCMG、Yituo、XMEC、Changlin、GLMG、SANY,thereare19companiesintotal.3.Thereare45thousandsrollerinChina，themostpopularmodelsare8t,16t,25t.4.TopthreeplayersareXCMG、Yituo、XMEC.Figure.20012004 China sales volumeFigure.2004 market share of different brand3.5

48、 market profileroller Dataresource：NationalBureauofStatisticsofChinaPage38XCMG(徐州重工徐州重工)中国中国Yituo：厦工厦工(XMEC)picture：NoPDMUsePDMNoPDM，havefuseboxandrelayboardVolume2000methodFuseboxFlex-circuit&printedcircuitboardmethodUsuallyfuseandrelayissuppliedbypanel-boardsupplierprice：180RMBsupplierZhejiangChin

49、t浙江正泰HenanDengdian河南登电集团、Relay:Delixi继电器为德力西的，。Among the roller company interviewed，only about 20%their product use PDM,if we suppose that same percentage roller use PDM,then PDM market size in roller industry is about 2500 per year。3.5 PDM application in roller marketPage391.category：thereare7relat

50、edconcretemachine,onlyconcretedbumpandtrucksusePDM.2.LocalmanufacturersareSANY,Xingma(安徽星马）,Hainuo（海诺）,Fangyuan（方圆）,Liebherr（利勃海尔）etc,thereare10famousbrandsintotal.3.thereare350thousandsconcreterelatedmachinesintotalinChina,thereare60thousandconcretebumpsandtrucks(混凝土运输车、泵车)。4.Atpresent,thetopthreep

51、layersareSANY,Xingma,Hainuo.Figure.Concrete pumps and trucks sales volume from 2002-20043.6 Market profileconcrete pump(混凝土机械混凝土机械)Dataresource：NationalBureauofStatisticsofChinaPage40SANYApplicationUsePDMVolumeAbout1200methodStamptrackmethodprice：500550RMBsupplier3.6 PDM application in concrete pump

52、 marketConclusion:Most of concrete pump use simple PDM based on expert introduction and second hand material research,if we suppose all concrete pump use PDM,the total PDM market size in concrete industry is about 10000 per year.Page41Basedonourresearch,hard-wiredmodulemethodPDMismainlyusedinloader,

53、excavator,truck,andstamptrackmethodPDMismainlyusedinroller.Fromourresearch,SANYusemorestamptrackmethodPDM,otherscompanyusemorehard-wiredmodulemethodPDM.Hard-wired module method,stamp track method and flex-circuit&printed circuit board method are all used in engineering equipment marketFigure.Percent

54、age of different PDM in major products 3.7 Summary of PDM Market in engineering marketFigure.PDM use in different companyPage42Uptonow,topfourengineeringequipmentcompanyuselessthan20thousandsPDMseveryyear.Totalmarketsize:Ifwesupposeotherengineeringequipmentcompaniesconditionissimilartotopfourinuseof

55、PDM,thetotalmarketsizewillreach47thousandsabove.Engineering equipmentPDM needs of the companies interviewed(refer previous data)Estimated Annual needs of all industry(Refer previous data)Total sales volume of machine in 2004Excavator90020003500Loader100002000075800crane50001200012100Roller2000250011

56、800Concretebump12001000010500Total:1910046500113700Table.2004,quantity of PDM needs for different product3.8 Engineering equipment PDM market size summaryDataresource：NationalBureauofStatisticsofChinaPage43DuetotheChinainfrastructurerapiddevelopment,energysourceindustryrapiddevelopment(2008OlympicsG

57、ame,2010WorldExposition,realestate,highway,logistic,threegorgespowerplantplan,westdevelopmentplan,)engineeringequipmentmarketwillincreaseby15%-20%inthefuture.Ifwecalculatethetotalmarketsizeby15%-20%growthrate,Chinawillneed550thousandsinthenextthreeyears.ThePDMmarketwillincreaseaccordingly.Engineerin

58、g equipment200520062007总量总量Excavator322003700042500111700Loader87000102000115000304000crane13800158001850048100Roller13500155001820047200Concretebump12000138001600041800total158500184100210200552800Table.Market size forecasting in the next three years3.9 forecasting in the next three years Theimport

59、edproductisnotincludedPage44Chapter 1:Current PDM market analysis and forecastingHeavy duty TruckmarketLarge busEngineering equipmentAgriculture equipment1234Page45TractorandreapingmachinearemajorproductsofAgricultureequipmentindustry,Ourresearchfocusontractorandreapingmachineonly.Afterseveralyearss

60、lowgrowth,Largeandmiddletractormarketbegantoincreaserapidlysince2004duetoseveralreasons,in2004,thetotalproductionvolumereach98thousands,whichisadoubleofproductionvolumeof2003.Figure.Large and middle tractor production volume in the past five years（unit：thousands）4.1 Large and middle tractor market s

61、izePage46 Figure.Predicted production volume in 2005(unite:thousands)Salesvolumeoftractorisabout70000,increasedby32.54%.70horsepower,250004.2 China large and middle tractor Market profile Inthefirsthalfof2005,Chinaproductionvolumeoflargeandmiddletractorhavereached70thousands,whichincreasedby32.54%th

62、anthatinthesameperiodof2004.Mr.Cai,vicechairmanofChinamechanicindustryassociation,predictedthatthetotalproductionvolumewillreach110thousandsin2005.Page47Government Policy：Government improved subsidy greatly 2004centralgovernmentallow40millionRMBforthesubsidyofagriculturalequipment,whichisadoubleofam

63、ountin2003,in2005,centralandlocalgovernmentstillimprovethesubsidy.Government related bureau have regarded large tractor as a strategic equipment that will develop first.Chinanationaldevelopmentandreformcommission,ChinascienceandtechnologybureauandMinistryofcommercehaveregardedlargerwheeltractorasthe

64、importantstrategicprojectinagriculturalequipmentfields.Market factors：AlongwiththedevelopmentofindustrializationofChina,manyfarmershavebecomeintoworkers,andsomefarmerhaveownalotoflandthroughrentingInrecentyears,thehighpriceoffoodcausetheimprovementoftheincomeoffarmer,whichimprovefarmerspurchasingabi

65、lityInrecentyearsagricultureequipmentrentbusinessalsoincrease.4.3 Reasons for the tractor market growthPage48Figure.2004 production volume of different brand4.4 Major players market shareDataresource:nationalbureauofstatisticofChinaPage49Table.PDM application in tractor Company Category PDM method B

66、rand Price Foton30-50horsepowerVerysimplehardwiremodulemethodPDMShandongzhucheng”Hude”山东诸城“华得牌”About80RMB50horsepowerOraboveflex-circuit&printedcircuitboardmethodPDMWeifang“Wandelang”潍坊“万得朗”About100RMBYituo70horsepowerandaboveflex-circuit&printedcircuitboardmethodPDMDengdian登电集团About110RMB30-50horsepowerSimplehardwiremodulemethod）Shang3rdelectricalfactory上海电器三厂60-80RMBBelow25horsepowerWiringharness、swith、Nanyangelectricalfactory南阳电器厂30-50RMBNewHolland50-70horsepowerSimpleHardwiremodulemethodShan