As the saying goes, "foreign monks are good at chanting sutras". For a long time, "make in China" has been synonymous with cost-effective in the minds of many consumers. Even in the minds of radical consumers, domestic products should be cheap and cheap. As for the impact on high-end products, it must be "foreign" brands to play well.
In the tire industry, this impression is even more ingrained, so that today, Chinese tires are still synonymous with "cheap" in the mouth of many car owners.
Admittedly, such impression of consumers is not groundless. Compared with countries and regions that developed tire industry in Europe, America, Japan and South Korea. China's tire industry started late and its foundation was weak. In addition, it was dominated by the seller's market for a long time in the era of planned economy. If 40 years ago, it would have been a mistake to say that domestic tyres are not afraid of foreign brands, but it would have been exaggerated to assert that Chinese tyres are not as good as foreign ones if they are still incomplete.
In fact, with the baptism of the market economy, domestic tires and domestic cars have been following a path from introduction to absorption and digestion, and then to innovation for decades. Facts have proved that this is an effective way, which can be seen only from the endless new technologies and products of domestic tire enterprises.
However, there is still a problem with domestic tyres.
Regardless of the position, I have to admit that in the field of passenger car tyres, domestic tyres are always cheaper. There are various reasons for this situation. Objectively, there is a lower production cost of domestic tires, but the more important reason is that domestic consumers are not impressed with domestic tire brands, have low awareness, and the expected price is also low.
Under the influence of these factors, domestic tires once entered the strange circle of being forced to roll low prices. On the one hand, Chinese enterprises rolled up the "wind and water" in the middle and low-end areas with limited unit prices, and on the other hand, the "foreign monks" who kept falling prices were powerless.
If we can say that the price of domestic tires was not high in the past, it is still because of the weak product power. Now, the price of domestic tires is more restricted by the perception of consumers.
In order to get out of this strange circle, in recent years, tire enterprises have been described as "eight immortals cross the sea, and each shows its own magic". In fact, how to get rid of the impression of "cheap" has been a good example of domestic cars closely related to tyres. Once upon a time, in the encirclement and suppression of foreign brands, domestic cars could only be forced to curl up in the "low-end" field that foreign brands despised. With a single unit of 100000 yuan as the border between Chu and Han, domestic joint ventures were clearly divided.
If we can say that the price of domestic tires was not high in the past, it is still because of the weak product power. Now, the price of domestic tires is more restricted by the perception of consumers.
In order to get out of this strange circle, in recent years, tire enterprises have been described as "eight immortals cross the sea, and each shows its own magic". In fact, how to get rid of the impression of "cheap" has been a good example of domestic cars closely related to tyres. Once upon a time, in the encirclement and suppression of foreign brands, domestic cars could only be forced to curl up in the "low-end" field that foreign brands despised. With a single unit of 100000 yuan as the border between Chu and Han, domestic joint ventures were clearly divided.
So what about the former domestic cars and the current domestic tires?
Compared with the beginning of 2010, when Geely acquired Volvo cars, the world was shocked. A year ago, the news of Linglong's acquisition of Atlas did not seem to cause much trouble in the outside world. But after more than ten years, just as Volvo has brought Geely countless tangible or intangible wealth, with the exquisite blessing, Atlas, which has a history of nearly a hundred years, has also evolved into a force that cannot be ignored in new energy vehicle tires.
In fact, it is not only mergers and acquisitions, but also through the introduction of high-end pattern series and other measures, domestic tire enterprises have always been committed to hitting higher unit prices.
At the same time, in the original parts market, domestic tire brands have also begun to make efforts in recent years. It is true that most of the original accessories are made at a loss, but after all, in the minds of most consumers, "a good horse with a good saddle" can also greatly enhance the brand image and influence by matching the high-end models of the automobile enterprises, especially the automobile enterprises.
In addition, in order to increase the exposure of the brand, the enterprises have also made every effort to improve the exposure of the brand. From sponsoring the exquisite of Wolfsburg to sponsoring the race wheel of Valencia, or the frequent visitor of China's cross-country championship.
In fact, no matter how, from enterprises to consumers, they have realized the current situation of domestic tires that are large but not strong. In the face of the low-end and low-price magic spell that needs to be broken, enterprises are also doing their best, from product strength, brand influence, and exposure, to jointly fuel the high-end impact of Chinese tire enterprises, and use actions to break through the low-end shackles of domestic tires.
Disclaimer: The image materials and articles of this platform are from the network, so the copyright belongs to the original author. If it infringes your copyright and interests, please contact us, we apologize and delete it quickly. Source: tire business
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