In the financial crisis that emanated from the United States and swept the globe, almost all auto companies have issued information on "adjustment" and "wintering." The three major automakers in the United States have even come to the point where they want to acquire and survive by mergers and acquisitions.
In the domestic market, although it is not obvious which company has reached the point where it needs to be acquired by mergers and acquisitions, whether it is a joint venture or an independent brand is adjusting its strategy. This point can not but say that China's auto parts industry is a chance: in order to reduce costs, thereby increasing the share of domestic parts and components procurement. This is of course not an exception for tires that are one of the major components of a car.
Stronger 70% of High-end Market is Controlled by Foreign Investment
China is a big country for automobile production, but it is definitely not a strong country. It is also true in terms of tires. At present, the situation of domestic-funded tire companies is somewhat similar to that of self-owned cars: In terms of automobiles, China is almost regarded as the "National Auto Expo", and the same applies to tires. If you count the German mainland tire construction plant in Anhui, the world's top four tire giants have already had their own production companies in the country.
In terms of market, its own brand passenger car products can account for one-third of the market under better performance. Last year, 70% of domestic high-grade radial tire market was controlled by foreign capital. In terms of passenger vehicles, BYD F3 once won the first-sale brand name in a single month, and Chery’s QQ is frequently ranked in the top ten sales. According to data released by some European and American rubber professional media, China's tire industry in the world's 75 largest tire companies in 2007 is the best in China's Taiwan is new tires, ranked 13th; triangular tires and Hangzhou in The strategy followed closely with the 14th and 15th positions, and this is the result of calculating the sales volume and sales amount. If the radial passenger car used in the basic passenger car is taken as an independent measure, the Chinese company’s The ranking may not be within the top fifteen.
China's tire market is not only strong, but even more serious for domestic tire companies is that these masters' market "ambition" has increased. The news from the Goodyear Company, which ranks third in the tire industry, that the company will fully acquire Dalian Goodyear Tire Co., Ltd. Through this acquisition of its ownership, Dalian Goodyear Tire Co., Ltd. became a wholly-owned subsidiary of foreign investors in China. In June this year, Goodyear announced an initial investment of 500 million U.S. dollars and will relocate its existing factory to Pulandian in Dalian. Previously, this tire giant, which has been in China for 14 years, already has 50 dealers and more than 750 Goodyear branded retail stores in China; and Michelin, which ranks first and second in the tire industry, also shares the same with Bridgestone. Not a small move, Michelin intends to develop the Shanghai plant into the world's largest production model factory, and Bridgestone also expanded its Tianjin plant.
Brand promotion gives ethnic tires a starting point
The reporter obtained information from the China Rubber Industry Association Tire Branch that from January to May this year, 46 key tire member companies, the output of comprehensive tire tires increased by 13% year-on-year, but profits decreased by 7% year-on-year, 8 loss-making companies, loss of surface area 18.6%. According to the analysis of the association, the main reason for the substantial increase in the prices of raw and auxiliary materials, especially natural rubber and synthetic rubber, has eaten up corporate profits. However, domestic tire companies cannot compete with foreign companies in the field of high-end passenger car products, which is also a factor restricting their profit growth. According to the association’s description, the current domestic tire enterprises have the following problems. First, compared with the top ten tire giants in the world, tire sales still lack sufficient international competitiveness; in addition, the market share of high-end products is small and the brand is weak. It is based on the need to change the brand's weaker situation, the China Rubber Industry Association and other units jointly launched the top ten national brands such as Double Money, Triangle, and Fengshen.
It should be said that the launch of the top ten national tire brands is a long-term dream for the Chinese rubber industry. However, this should be a starting point for the ethnic tire industry and a starting point for brand development. Tire giants have invested N times more in brand promotion than domestic tire companies: We all know Michelin and Bridgestone through F1. On the streets of Xi’an, Michelin’s cartoon advertisements are also everywhere. Goodyear’s airships also Appear on all kinds of suitable occasions. On the contrary, when the reporter interviewed the owner of the car, it was discovered that part of the owners of the national tires still remained in the era of pull back and double money. Some car owners did not even know that domestic tire companies also produced car tires.
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Product competition enhances service to shorten the gap
In terms of services, the gap between national tire brands and giants is obviously greater. Michelin's “along with you†service is widely known. Within a certain range, consumers can purchase “two Michelin brand tires of any size†at any Michelin “designated retail†service outlet and fill out the form to enjoy Unique professional services provided by you, such as free 24-hour roadside assistance and free repair of tire punctures; Bridgestone’s “Car Sister Care Program†for professional services, including one-stop car free service, tires for life Free check-back service, nanny-style file tracking service and member exclusive discounted products and services. The reporter asked Xi'an, a distributor of domestically-made brand tires, and asked the answer to the tire service that it has not yet heard which domestic brands of tires have such services.
Product competition to a certain extent will rise to the brand's competition, it should be said that domestic tire companies already have this consideration, Triangle tires in hand car Wang Lu Ningjun participating in the Dakar Rally, Yalun Linglong women's team was established is not for the brand's consider. However, it is clear that domestic tire companies still have a long way to go in this respect. Of course, if we can seize the financial crisis caused by the need for car manufacturers to reduce the cost of opportunities, the development of enterprises and brands are a jump-type boost. Our reporter Jiang Xiaohong
Prospect Analysis
Ethnic Enterprises Should Make Power to Change the Fetal Market
In automobile accessory tires, each auto company has its own set of habits. For example, Korean cars use Hankook and Kumho tires. Japanese cars use Bridgestone, Toyo, Yokohama, and European and American cars choose Michelin. Specific; Although this situation has improved under cost pressure, it is still the world's top three Michelin, Bridgestone, Goodyear monopolize the high-end market; and in the non-sports models in the mid-size car sector, South Korea The products of sole proprietorships or joint ventures represented by Thailand, Kumho, and Jiatong occupy a large number of markets.
Domestic-owned ethnic tire brands must kick off the matching market. Independent brands are undoubtedly a choice. However, in addition to this, replacing the tire market should be a good direction for force, especially in foreign companies involved in fewer small-size tires, such as some of the more affordable cars such as the Big Dipper, QQ and other car tires. Taking the standard 165/65R13 used by the Big Dipper as an example, the price of domestically produced triangular tires is 190 yuan, and the price of Zhengxin tires with slightly higher popularity is 220 yuan. Several big tire giants basically do not produce such small-size car tires. Domestically produced Goodyear's 165/70R14 concession price is closer to this specification and the price is 240 yuan. The imported Goodyear 185/60R14 discounted price is 340 yuan. The owner of the Big Dipper, Mr. Wang, told reporters that the 40,000-dollar car is a means of transportation for the owner. Of course, the cheaper the accessory is, the better. When the tire is changed, it will definitely select the tire with a more favorable price. Therefore, in the tire-changing market, products of domestic-funded tire companies that naturally have a price advantage will have an advantage. However, if you want to develop in the tire change market, you must face the opponent is Kumho, Hankook and other companies, such as Kumho's domestic tire specifications are also 165/65R13, after the discount price does not exceed 200 yuan. Our reporter Jiang Xiaohong
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Insiders pointed out the following conclusions about the product characteristics of various brands currently on the market: Michelin tires have a higher degree of flexibility, and they run on better roads in the city. Their comfort advantages are obvious, but their wear resistance is slightly General; Goodyear tires, on the other hand, have relatively good abrasion resistance.
In addition to Michelin and Goodyear, tires such as Pirelli, Bridgestone, Dunlop, Mapac, and Yokohama are also highly respected by the market. Sports-like cars such as sports cars are more suitable for Pirelli tyres, while off-road vehicles are more in favor of Dunlop child, horse license applies to BMW, Mercedes-Benz and other luxury cars.
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