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The Chinese tire breakthrough brand bottleneck will take time
Jul 2, 2014 | Views: 46
Recently, the United States the united steelworkers union on behalf of the American domestic industry application for Chinese enterprises to expand tires "double reverse" survey, affects the hearts of the tire industry.The personage inside course of study is generally believed that the reason, or because the Chinese tire exports to the United States is too big, caused the high attention of domestic enterprises.
On the BBS, from the statistics of the rubber manufacturers association project director John Y.W u, in view of the current Chinese enterprises are faced with the problem put forward its own opinion.
He said the United States is an open market, market competitive is also very strong, but China's tire enterprises through years of efforts, has successfully entered the U.S. market, relatively speaking, this is a successful case, furthermore, perhaps is some kind of model of success.
But, he asks: "is you want to continue this success? Or want to use other ways to change it?"
John Y.W u, cause some of the participants thought.Chinese enterprises to enter the American market looks very successful, but is this China tire enterprises real success?Or, China tire enterprises have successfully set up your own brand in the us market standard?
According to the analysis, the successful model, mainly by "sold" strategy.In the United States, consumers as long as a mention Chinese tyres, would be associated with the low price product, for a long time, the impression in the minds of consumers already entrenched.But obviously, if there is no brand, to be tire powers, China is impossible.
Over the years, China's tire production is increasing year by year, especially in cars as the main users of semi-steel radial tire production is growing rapidly, the current annual output has reached the world's first, become leading tire superpower.However, in the international tire market, China tire enterprises not only say no, instead of round after round of the trade friction.
So, why don't Chinese companies to improve r&d?Why not improve the added value of the tyre products, build its own tyre brand?
To solve these problems, the personage inside course of study, explained that in order to increase the added value of the tire, enterprise first problem is that increase r&d investment, improve the research and development costs, but in this way, the enterprise operating costs and tyre manufacturing cost also will increase, and the increase in the price of tire sales.And tires because as a Chinese brand, can not sell high price, so the two seem to be formed a contradiction.
During the meeting, some people think that if you want to improve Chinese tyre international brand image, not to raise prices and improve r&d so simple, break the enterprise in the process of development are faced with the bottleneck restriction of cost and r&d input is the key.The premise is that corporate decision makers must first establish brand awareness, have long-term development plans.
Perhaps, as the China rubber industry association secretary general xu said at the meeting, the "double reverse" in the United States, for China's tire enterprises, was not a good thing, but may promote enterprise change patterns of low-priced exports.
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