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According to the survey data, the demand for tires, especially high-end tires , in the Chinese market continues to grow strongly. From 2009 to 2011, the average annual growth rate of tires with 17-inch or larger tires was 22%, while in China, the figure was as high as 330%. .
Statistics also show that as of 2010, China’s auto ownership has exceeded 70 million. The expanding tire replacement market provides a wide range of opportunities for tire manufacturers. According to the estimation of the Rubber Industry Research Institute, the demand for tires in China in 2015 could reach 465 million, of which 67% is for maintenance replacement needs. In the current situation of rising taxes, tolls, and oil prices, owners have begun to pay attention to the overall use of tires. In the major market segments of passenger cars, owners with the largest remaining 1.6L and below models are more sensitive to the cost of use and are more concerned with the safety and durability of tires. As the world leader in tire technology, Michelin will not only continue to expand its production capacity in China in the medium to long-term, but also to meet the escalating consumer demand by launching a series of innovative products to seize market opportunities.
Compared to its predecessor, the upgraded Michelin ENERGY XM2 also enhances the toughness and wear resistance of the tires to meet the needs of Chinese consumers.
Durable makes the tire more awesome
In addition to fuel economy, tire economy is more durable. Given the complex road conditions in China, wear-resistant tires are not only more adaptable, but they can be used for a longer period of time. Longer mileage means a reduction in the unit cost of the tire.
According to the characteristics of the Chinese market, customizing a pair of rugged "shoes" for Chinese car owners has become an important means for major tire companies to snatch Chinese big cakes. Taking the Michelin ENERGYXM1+ as an example, the ground-surface stress equalization technology and unique rubber formula have been used, which has increased the mileage life by at least 25% compared with the previous generation. The sales performance of this tire in the past few years has confirmed the importance Chinese consumers attach to tire durability. Last year, the new launch of the next-generation upgrade product, the Michelin ENERGY XM2, took into consideration a large number of road conditions in China to further enhance the toughness and wear resistance of tires, so as to better meet consumer expectations. Similarly, in the field of top performance sports tires, Michelin also fully consider the durability. Compared with the previous generation, the Michelin Pilot SuperSport, which was listed in China last year, has increased safety and maneuverability. The total length of the track has increased by 50%, and the total mileage of the road has increased by 10%.
Constantly innovate to consolidate brand competitiveness
In general, in order to obtain wear resistance and longer mileage, the performance of tires such as comfort and energy saving will be sacrificed. How to develop the best solution becomes the key to winning the market in the tire war. Michelin has always adhered to the concept of “excellent balance of performance†in product development, that is, to improve certain properties of tire products without sacrificing performance in other aspects. This gives Michelin an advantage in market competition. The seemingly simple tires are actually the crystallization of high technology. Each performance improvement or improvement is the competition of each brand's scientific and technological strength. Michelin products "excellent balance of performance" will undoubtedly better meet the needs of Chinese consumers and provide the best overall return.
In addition to constantly enriching product lines and improving product performance, Michelin also attaches great importance to end users. Therefore, Michelin has made great efforts in sales and service channels. It has introduced standard service processes and hopes that sales and service networks can provide users with more professional advice. and service.
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