Sep. 29, 2025
At the recently concluded 2025 Changan Automotive Advanced Technology and Ecosystem Cooperation Exhibition, one trend became increasingly clear: automotive film companies are accelerating their entry into OEM operations. From car wraps and color-change films to specialty functional films, products once confined to the “aftermarket” are now becoming essential partners for automakers seeking to meet Gen Z’s demand for personalization while improving cost efficiency.
Why are film companies targeting the OEM market?Insights from Changan’s event provide the answer.
“Gen Z consumers have a strong desire for personalized vehicle exteriors, but traditional painting processes offer limited colors and come with high costs,” said a film company representative at the Changan event. “Film companies can provide hundreds of color options, including gradients, matte, and gloss finishes.”
Product Display at Changan Event
For example, the Xiaomi SU7 launched with nine color options—a breakthrough in the industry—but it still cannot meet all consumer preferences. With film companies’ involvement, automakers can offer nearly unlimited color choices without adding burden to the painting production line.
OEM collaboration is becoming increasingly clear: consumers can select their preferred film color directly on the automaker’s customization platform, and vehicles leave the factory with a personalized exterior. This satisfies consumers’ desire for “factory customization” while simplifying the traditional aftermarket process of price comparisons and locating service shops.
Product Display at Changan Event
Beyond personalization, film companies bring tangible cost savings and environmental advantages.
“A new paint color requires multiple steps in traditional painting, including color matching, test spraying, and production line modifications, which are time-consuming and costly,” revealed a color engineering specialist from an automaker. “Film color development is much more flexible, faster to launch, and significantly reduces trial-and-error costs and time.”
Using advanced film materials and processes brings clear cost advantages. For example, employing 3D scanning technology for precise film cutting can reduce material waste per vehicle by 80%, lowering overall costs by 10–15% and saving 500–1,000 RMB per car.
Environmentally, film application generates fewer VOC emissions than traditional painting, aligning with green manufacturing trends. Functional films with features like sun protection, scratch resistance, and self-healing also enhance the user experience and serve as new differentiators for automakers.
Many film companies have already established stable partnerships with automakers. For instance, Marnaika has officially entered Yichun Yusheng Changan and Mazda 4S dealerships, becoming a key player in the OEM market. This cooperation covers Marnaika’s entire product line, including sun films and paint protection films.
The collaboration between Changan CS75 and Wanshun New Materials demonstrates the value film companies bring to vehicle quality. Wanshun’s invisible car paint protection film uses ultra-transparent TPU substrates with smart self-healing coatings, allowing minor scratches to repair automatically and keeping the paint in pristine condition.
Shanghai Xingen Environmental Technology’s “Fangtaike” brand leads the industry with high-performance invisible car protection films and customized TPU color-change films. CEO Wang Xiaosong noted, “The future market will polarize, and technical barriers and brand value will become the core competitive advantages.”
Notably, at the 2025 Changan Automotive Advanced Technology and Ecosystem Cooperation Exhibition, multiple top-tier film companies made a strong presence:
Nantong Nakoda Polyurethane Technology Co., Ltd.
Jiangsu Aerospace Shanyou Technology Co., Ltd.
Beijing Cheyishang New Materials Technology Co., Ltd.
Haian Haochi Technology Co., Ltd.
Hubei Prism New Materials Technology Co., Ltd.
Their active participation highlights the growing importance of automotive films in the OEM market and signals that personalized, functional films will be key drivers of future vehicle differentiation.
In response to this trend, the 37th CIAACE Beijing 2026 is creating the largest full-chain automotive film exhibition area in Halls B1 and B2, providing an efficient platform for film companies and automakers to connect.
With a 40,000 sqm exhibition area and nearly 300 exhibitors, the showcase covers window films, car wraps, color-change films, luminous films, bulletproof films, protective films, and more. From raw materials to equipment, from brands to source factories, the exhibition provides one-stop coverage of the entire automotive film industry chain.
Over the past five years, more than 183 film companies have continuously participated in the exhibition. CIAACE Beijing, as a key indicator of the aftermarket, spans 250,000 sqm and attracts nearly 6,000 domestic and international enterprises. Its rich experience and insights allow it to effectively present the latest trends, technologies, and products across the automotive value chain.
5th China Automotive Film Industry Innovation & Development Summit – releases industry white papers, interprets OEM collaboration trends, and promotes standard-setting.
2nd China Automotive Film Competition & 1-Hour Rapid Film Challenge – drives standardization and efficiency in film application, supporting OEM cooperation.
Top 10 Automotive Film Brands Online Poll – leverages millions of consumer votes to build brand influence, helping top brands enter stores faster and more widely.
Precision Matching Meetings Between Automakers and Film Companies – invites procurement and technical teams for face-to-face discussions on OEM collaboration with premium film companies.
From OEM color customization to functional and eco-friendly enhancements, film companies are redefining their collaboration with automakers. CIAACE 2026 Beijing will not only serve as a window for product display but also as a hub for idea exchange, technology integration, and business opportunities.
Date: March 13–16, 2026
Location: Beijing · New China International Exhibition Center, Phase II (Hall A1)
Audience: OEM film companies, material suppliers, and equipment manufacturers
For inquiries or reservations:
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