At the 2014 Global Tire Technology Forum organized by the China Rubber Industry Association last month, the reporter learned that, in the face of frequent international trade barriers and constant “accidentsâ€, China's tire companies have not complained about their unfavorable attitudes. They all agreed that they should resolve “internal concernsâ€. Problems - making articles in the domestic market share.
However, at present, the domestic supplier tire market has formed an intrinsic supplier system, which cannot easily be entered overnight. However, it is gratifying that some large-scale tire manufacturers rely on the comprehensive competitive advantages formed in the accumulation of operations and have achieved outstanding results in the development of supporting markets, setting an example for other companies.
Supporting the market is an important battleground compete <br> <br> supporting the market and the replacement market are complementary and symbiotic relationship between the total length. Tire enterprises aim at entering the first-tier market and accumulate resources such as brand base, technical advantages, marketing experience, etc. through the replacement of the tire market into the supporting market; the original brand image of the tire market, sales channels, and the changing habits of end-consumers in replacing the original brands. Reverse boosts the replacement of the tire market.
Therefore, even though the supporting market requires companies to invest more in high-performance, high-tech and high-value-added products, and have more comprehensive strength, tire companies are proud to have a market for matching products. Position, stable supply requirements, and a larger replacement market behind.
According to data held by Hantai, the ratio of global matching and retail markets is 2:1, the Chinese market is 3:2, and the developed countries are 3:7. In other words, in industrialized countries, more than 70% of the tire industry's demand is created by car ownership.
In recent years, China's automobile industry has flourished. In 2013, China's automobile production and sales volume was 22,116,800 and 21,894,100 units, ranking the first in the world for five consecutive years. Among them, passenger cars produced and sold 18.0582 million vehicles and 17.8299 million vehicles, and commercial vehicles produced and sold 4.0316 million and 4.0052 million vehicles.
According to the matching experience, the original tire ratios of different models are different, the matching coefficient of passenger tires and light truck tires is 5, and the average of heavy truck tires is 12. According to this, it is predicted that in 2013, the demand for new auto vehicles will reach 120 million.
In the replacement market, the replacement tire coefficient for each sedan is 1.5 per year, and the replacement tire coefficient of construction machinery and trucks is even higher. According to the data from the National Bureau of Statistics, the number of civilian vehicles in China reached 13.741 million at the end of 2013, an increase of 13.7% over the previous year. The demand for replacement tires is quite impressive.
The huge new car market demand and holding potential have made foreign tire companies optimistic about the Chinese market. They are trying their best to seize the Chinese matching market through their sole-owned or joint venture tire factories in China. In the domestic mid-to-high end tire market, there are only a dozen local companies, while foreign and foreign-invested holding companies have more than 20 companies including Michelin, Bridgestone and Goodyear.
With strong capital and advanced technology, they have a market share of about 70% in the domestic passenger car and light truck radial tire market, which is in an absolute advantage. In the original tire market, high-end car manufacturers and the top ten international tire companies already have relatively stable supply relationships.
According to Jin Lun, general manager of sales strategy for Hankook Tire's headquarters in China, as China's car ownership increases substantially, the proportion of its supporting tires will become smaller and smaller, but Hankook will continue to adhere to the strategy of supporting high-end and building top brand image. .
The company's general manager, Jin Teng Cheng Jun, said that it will be used as the core of China's tire business. In addition to supporting Japanese cars, it will gradually expand its support for European and American cars and even Chinese domestic auto makers.
Local companies only share approximately 30% of the market share of passenger and light truck tires, and they are mainly concentrated in the replacement market. Their share in the matching market is very low. A small number of local leading enterprises have continuously increased their investment and are close to or have reached the world's advanced level in terms of technology research and development, equipment technology, production organization and management, etc., and are highly competitive in the segment of tires for passenger and light trucks. Product quality is gradually getting High-end market customer recognition.
Not easy to break the inherent pattern <br> <br> how to improve the matching of passenger tires, Minister of Planning and Beijing Automotive Group new energy plan Zhan paper analyzes the reasons, and tire companies made pertinent recommendations. “It takes 3 years for the car factory to develop a new model to design the product's positioning, selling points, parameters, etc. to determine which function to use, whether it is durable, manipulative or comfortable.†In short, at least 3 years ago, Qualified tire suppliers must cooperate with auto manufacturers to develop products, and it takes 2-3 years to become a supplier.
According to experts, establishing a cooperative relationship with a large automobile manufacturer requires necessary qualifications, meeting strict conditions and tedious procedures. As far as tire manufacturers are concerned, in addition to product standards, they must go through strict supplier qualification certification procedures, including experimental testing, on-site management review, trials, small-scale procurement, and large-scale procurement to verify product quality and supply. The stability of the goods. The entire vehicle company also conducts annual audits, process audits, and project audits to select outstanding suppliers. Therefore, the new company needs a longer process to obtain the customer's approval.
From the perspective of the entire vehicle manufacturer itself, a stable supporting supplier system has been formed for a long time. The conversion and reconstruction cost of breaking the original cooperation relationship is very high and the cycle is long, so usually they will not easily change suppliers.
At the same time, with the shortening of the launch cycle of new cars, automakers’ product development has increasingly relied on suppliers to auto suppliers. In order to ensure the quality and timeliness of their vehicle products, automakers have established a two-way relationship with some suppliers. Depend on strategic partnerships. The establishment of this stable relationship generally takes 5-10 years.
Once it enters an automotive supplier system, it will begin with the support of a single product and a single vehicle model, and gradually expand to the range of the different models of the automobile manufacturer. On this basis, it has expanded into an integrated supplier system for a number of automotive manufacturers.
Therefore, the longer assessment cycle, high opportunity cost, stable cooperation relationship with suppliers, and higher supply capacity requirements are no exception for new companies, setting a high barrier to entry and breaking the existing competitive landscape. It is not easy.
Into the supplier system also polished temper <br> <br> According to experts, at present, China's auto parts industry, there are three kinds of typical matching mode simultaneously. “European and American system of horizontal division of labor and self-developmentâ€, the cooperation relationship between vehicle manufacturers and parts suppliers in Europe and the United States shows a more open network based on the professional division of labor.
The "bi-directional monopoly" of the Japan-Korea system, the preferred suppliers of major parts for Japanese and Korean automotive OEMs are basically Japanese and Korean-funded companies, and Japanese and Korean-based parts suppliers are mainly Japanese and Korean. The vehicle manufacturers provide supporting facilities and the cooperation between the two parties is relatively closed.
"Autonomous system" refers to the "autonomous" supporting system formed by domestic self-owned brands. On the one hand, FAW, Second Automobile, SAIC and others used their own independent or related products of rubber products. The original “vertical integration†model of this state-owned enterprise still exists. On the other hand, the support of domestic-funded private enterprises is unstable. In the field of high-end parts and components, there are also a large number of joint ventures and cooperation between enterprises and foreign capital, as well as the colors of European, American, Japanese and Korean models.
In the 2014 global tire technology forum supporting market discussion session, John Y.Wu, director of the statistical project department of the American Rubber Manufacturers Association, admitted: “I don’t buy Chinese tires. The factors considered include safety and follow-up services.†Although the tires are targeted Replacement of events, but reflect the fact that quality is always the No. 1 priority whether it is in the matching market or the replacement market.
"It seems that the image of China's national brand tires is still low in the United States, so Chinese tire companies must pay attention to research and development to improve quality.
Xu Wenying, secretary-general of the China Rubber Industry Association, said: What conditions are needed to break through the barriers in the supporting market? Experts suggest that tire companies should be involved in brand building, product development, quality control, product performance, product testing and testing, etc. On the other hand, it has established its own advantages; at the same time, it focuses on deep cooperation with supporting manufacturers in product R&D, production supply, and sales and service, and it may become an important partner for domestic automobile manufacturers.
In order to ensure the rapid launch of new models and the complete vehicle compatibility, automobile manufacturers require key product suppliers to participate in the synchronous development process of new models, and even have the ability to advance research and development. This requires suppliers to have a strong market predictability, research and development capabilities, timely supply capacity and quality control capabilities. Achieving advanced research and development, companies have greater technological dominance and exclusive supply rights for a certain period of time. Suppliers often rely on advance research and development products to obtain more supplier qualifications from other customers.
Zhan’s article said: “In addition to the high technical research and development capabilities, there are also necessary hardware such as testing grounds to test the performance of tires, as well as outstanding tester level and other soft power. We have watched a foreign brand on a high-speed cycle runway. The performance shows that the speed is more than 200 kilometers per hour, which is an extreme challenge for tires and test drivers. It takes more than 10 years to train a test driver."
"At present, China does not have its own tire testing ground. The good news is that the Linglong Group's Central Asian Test Site and the Yancheng Test Site of the SAIC Center are all stepping up their construction. Some test and monitoring projects on the test site will be open to the outside world this year and next, with tires Research and development of new product performance evaluation, testing of domestic and foreign regulatory testing projects, and automotive-related test and testing capabilities, said Xu Wenying.
In addition, in the after-sales service and other aspects, it also requires tire manufacturers and supporting manufacturers to cooperate. For example, on February 17th, 30 automakers recalled some 10,942 vehicles with Bridgestone, Fengchitong brand trucks and passenger car-free radial tires. Responsible for Bridgestone (China) Investment Co., Ltd. responsible for the recall, and the free inspection of all defective tire manufacturing defects within the scope of the recall, for free replacement of tires in order to eliminate potential safety hazards.
Multi-national brand tires supporting the need to support and cooperate <br> <br> supporting the market to break through barriers, supporting the expansion of market share, has been the long-cherished wish of the domestic tire companies. Access to Europe and the United States, even Japan and South Korea supplier system, can not be achieved overnight. However, we hope that we can first match domestically-made cars. To this end, it needs the strong support of the government and the active cooperation of vehicle manufacturers. At the same time, tire companies should also strive to meet supporting requirements.
The China Rubber Industry Association, in the “Twelve Five-year Development Plan Guidance Outline†of the tire industry, called on the state to guide the automotive industry to establish a tire business certification system and establish a channel for domestic tire companies to enter the automobile industry. In addition, we hope to introduce such policies as government procurement and capital subsidies to support and encourage the replacement and replacement of national brand tires that meet the conditions for business certification.
In the proposal submitted by Wang Feng, the representative of the National People's Congress and Aeolus Tyre Co., Ltd., he hoped that the state would give awards to research institutions that research and manufacture green tire products and pioneer enterprises; government procurement will use green tires, tubeless tires and retreaded tires as priority Other energy-saving and environmental-friendly tires encourage car companies to selectively support them and allow domestic consumers to use energy-saving green tires.
Pan Aihua, Deputy Director of the Department of Raw Materials of the Ministry of Industry and Information Technology, said that in order to advance the structural adjustment of the tire industry and realize greater change from strength to strength, companies need to vigorously implement the brand strategy, develop their own branded products, maintain their own brand image, increase brand awareness and reputation, and continuously improve brand influence. Force; requires tire manufacturers, marketers, and auto manufacturers to establish strategic partnerships, innovate service concepts and business models, and transform tire management.
Meng Qiu, deputy director of the vehicle management department of the Department of Transport of the Ministry of Transport, told reporters that the Ministry of Communications is working with relevant departments to jointly promote the promotion and application of green tires in the road transport industry through special funds and policy support for energy conservation and emission reduction. It is understood that two rubber industry projects such as green wide-base tires have been included in the first batch of green cycle low-carbon demonstration projects of the Ministry of Transport, and are being promoted to the transportation industry.
Fortunately, at present, some large-scale tire manufacturers of ethnic brands have already gained product support.
According to Lin Xiaobin, chief executive of the Global Marketing and Network Construction Center of Triangle Tire Co., Ltd., in 2013, the proportion of original tires for triangular tires to main business revenue was approximately 26%, which was an increase of 3 percentage points from the previous year.
At present, Delta has supplied original tires for nearly 50 automakers and nearly 20 construction machinery manufacturers in China; it has adopted a “borrowing-to-sea†strategy in foreign countries to provide original equipment for global giants such as Caterpillar, Volvo, and Hyundai Heavy Industries. Tire also established a long-term strategic partnership, using the global network of multinational companies to achieve rapid expansion of the company's overseas markets.
In the future, we will increase the market structure transformation, base on the competition in the high-end market, increase investment in high-performance, high-tech content, high value-added products and market launch, optimize product structure and market structure, enhance the company's profitability, and achieve product Integration of policies, services, and marketing models.
Wang Feng, Chairman of Shandong Linglong Tire Co., Ltd. introduced that, at present, Linglong Company provides tire support to more than 50 automakers at home and abroad relying on comprehensive advantages in technology research and development, quality management and sales system. Exquisite is implementing the grand vision of “building high-end brands, implementing international strategies, and building internationally-renowned enterprisesâ€, striving to achieve 50 million tires in the next two years, and consolidating existing strategic partnerships. The development of new supporting customers, especially the high-end supporting market, accounted for the proportion of tire sales.
Recently, the company has passed the qualification review of GM and Ford's quality management system, entered its supplier system, and has developed or is about to produce its ancillary products; it has become its supplier through the qualification evaluation of the quality management system of the Renault-Nissan automobile in Russia; High-performance tires CrossWind successfully supported the high-end red flag L7.
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