In the past few months, the “double reverse†incident has continued to heat up. More experts recently predicted that two months later, Chinese tires will basically withdraw from the US market. This is not an alarmist. According to statistics, during the “special protection case†in 2009, the United States imposed a three-year tariff limit on Chinese tires, and imposed tariffs of 35%, 30%, and 25% for three years respectively, and this was affected. The volume of tires involved in the United States once fell by more than 60%, while the total exports to the US tires fell by more than half. Compared with the “special protection case†a few years ago, the tax rate on the “double reverse†incident may even reach 60%, which can be imagined on the impact of Chinese tire companies.
Against this backdrop, some industry insiders predict that the US “double reverse†incident may encourage domestic companies to “transfer positions†and move forward to markets in Europe or other developing countries. Is this feasible?
"Double Counterattacks" Event May Make China's Tire Extinct in the U.S. Market
European market is not good "mixed"
Europe is the second largest tire market in the world, but it is also the most technologically advanced market in the world. Tyres are subject to various "restrictions" here, such as REACH ("Registration, Evaluation, Authorization and Restriction of Chemicals"), Tire Labeling Law, etc. Technical barriers, as well as the selection of new tire materials, are quite unique and demanding. Like some developing countries, the rapid economic development has created a huge demand space for tires, but the market is even less the competition of international tire giants. Chinese companies want to enter this place, but they are mostly products of inferior quality. It is difficult to have long lasting competitiveness.
According to statistics, so far, Australia, Brazil, Peru, Egypt, Turkey, South Africa, Mexico, India and many other countries have initiated anti-dumping investigations on China’s export tyres. China has become the country with the highest frequency of anti-dumping and the highest number of times in international trade. One of the countries.
Chinese tire industry needs "rebirth"
All signs seem to have pushed the development of China's tire companies to a dead end. Where is the development of China's tire industry? In fact, I think such a severe situation is not a bad thing for the Chinese tire industry. The so-called, is not broken. For a long time, crude management and blind development are the basic conditions for the development of many industries in China. The tire industry is no exception.
Take Shandong Province, a province where tires are produced, as an example. As of the end of 2013, there were 287 tire manufacturers in Shandong Province, but many of them were small enterprises, which were small in size, low in profitability, and weak in market risk resistance. What follows is the lack of innovation and poor R&D. The author learned from the Rubber Industry Association of Shandong Province that as of the end of 2013, international companies such as Michelin and Bridgestone had applied for more than 600 invention patents in China, and there were only 119 of the top five companies in Shandong. Without research and innovation, tires are naturally less high-end products and brands. The brand plays a decisive role in the market share of tires and product prices. Taking the tire products exported to the United States in 2013 as an example, the price is only 80% of the average price in the US tire market.
The development of Shandong tire companies is only a microcosm of the national tire industry. "Double anti-" incident is just the right time to give us a wake-up call. If China tire industry wants to achieve long-term healthy development, it must abandon the drawbacks of the original development model, improve the scientific and technological content of products, create brands, optimize Export structure.
In fact, after years of exploration and development, some domestic companies have also achieved remarkable results. Most of these companies are leaders of Chinese tire companies. Reviewing their development models and experiences may provide some inspiration for the "rebirth" of China's tire industry.
"Technology Upgrade" - Fengshen Tire dares to distribute a cup of European Cup
It is understood that in the "strong" European tire market, Michelin, Bridgestone, Deng and other large brands occupy 80% of the European market share, the remaining market there are nearly 300 brand competition. Even so, a Chinese company still got a 7% market share in German trucks and trailers, and got 3% of the European market share. It is Fengshen Tire in Jiaozuo, Henan.
On November 23, 2013, Zheng Ouban Lie, which was loaded with more than 10,000 sets of All-steel Radial Tires for Fengshen, was sent to Europe.
The European labeling method for tires and REACH have strict requirements on many technical indicators such as fuel efficiency, rolling resistance, noise, and wetland grip level of tires. As early as May 2011, Aeolus Tire has taken the lead in globally achieving 100% green manufacturing of radial tire series products that meet the most stringent European Union REACH regulations and tire labeling laws. In addition to the realization of green manufacturing, Aeolus has also dared to compete with world-class tire companies in a number of key technologies. In this way, the reason why Aeolus Tire can occupy a place in the European market can be seen.
"Service First" - Double Star Tire creates a competitive advantage with services
In July 2014, after a “bout†with several tire brands, Double Star Tire successfully won the bid for the supporting business of a large-scale dam construction project in a country in Africa. One of the secrets of the double star's success in the competition is service.
In the face of strong competitors, after receiving the tender information of the project, DoubleStar Tire immediately established a dedicated team to carefully understand the needs of customers and did their homework from the aspects of product recommendation, vehicle road conditions, and competitors’ information. Patiently and meticulously answered every question of the customer. In the end, Double Star Tires succeeded in winning the bid.
The customer's product demand was more urgent, so after the successful bid, DoubleStar Tire timely coordinated with the production center's production personnel, and quickly adjusted the plan and increased the mold. Due to the customer's national inspection needs, it must be completed within one day and half of the commodity inspection. The procurement logistics center transportation personnel are working overtime and overnight, creating the double star speed with the spirit of being the first, and finally winning the customers' appreciation.
"Curves Save the Nation" - Racers, Exquisites, etc. to build factories through foreign countries to avoid direct conflict
In addition to upgrading technology and ensuring services, another way is to build factories abroad, allowing foreign dealers to share some of the risks and avoid excessive direct conflicts.
Sailun Group Co., Ltd. is the first crab-eater to invest and build factories overseas in China's tire industry. It invested in the establishment of a wholly-owned subsidiary Sai Wan (Vietnam) Co., Ltd. in Vietnam. The target market positioning of this subsidiary is to focus on sales in the international market, taking into account the automobile accessory market and the replacement of the tire market in neighboring countries and regions in Vietnam, and to implement the internationalization development strategy for the racing wheel and enhance the influence of the racing wheel brand in the overseas market. Significance.
Shandong Linglong Tire Co., Ltd. also set up an overseas production base in Thailand, making full use of Thailand's abundant resource advantages, trade advantages, and location advantages, breaking raw material bottlenecks and trade barriers, and establishing the international market brand image of Delicate Tyre. In addition, such as the construction of Ogrey tires in Jakarta, Indonesia, the Delta Group in Russia to build factories, an increasing number of Chinese tire companies have accelerated the world's layout.
The establishment of factories abroad can effectively avoid trade barriers. According to a person in charge of a tire company, building a factory abroad can be a means for tire companies to respond to foreign anti-dumping measures. If any product encounters anti-dumping, which kind of product can be produced locally, a new type of “foreign production, foreign sales†will be formed. Market strategy.
"In line with international standards" - Guangrao, exquisite to create their own testing site
At present, there are 55 professional tire testing sites built worldwide. Foreign large tire manufacturers have built their own tire testing grounds, including 7 Michelin, 11 Bridgestone, 6 Goodyear, and 3 Pirelli. However, at present in China, there is no real tire testing ground, and there is a lack of actual measurement data, which has imposed great restrictions on the development and promotion of new tire products.
Take the export to the European Union market as an example. All tires exported to the European Union must be labeled with a test label. In order to obtain various data, domestic tire export companies must send products to foreign countries for testing. According to the introduction of a person in charge of a tire company, it takes a few thousand dollars to send a tire to foreign countries, and a test report that meets the requirements needs 20,000-30,000 yuan, and the certification fee for one year needs more than 1 million yuan.
Now, this phenomenon is also expected to be resolved. It is reported that Shandong Province is making every effort to speed up the construction of the tire testing ground. At present, it has approved the construction of the Dongying Guangrao and Linglong Group tire testing grounds, and it will strive to put it into use in 2016. After the completion of the pilot plant, it will continue to operate in a market-oriented manner, and provide comprehensive tire performance testing services such as maneuverability, torsion resistance, noise, side slip, rolling resistance, water slip, and road adhesion to the tire industry in the country.
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