Tired domestic demand for Chinese consumers?

In recent years, with the decline of the industry and foreign "double reverse," China's tire companies are generally in trouble.

In this regard, how to find appropriate market development methods, enhance the popularity of tire brands, and how to take advantage of foreign capital to increase the probability of winning is extremely urgent.

According to industry insiders, companies in the industry need to form a flagship phalanx to coordinate operations, align the pulse of consumption, focus on selling points, and make key breakthroughs. At the same time, it is also necessary to advocate, create and promote a social environment for rational consumption, so that the domestic consumer environment will enter a virtuous circle.

What is the difference between domestic brands and foreign brands?

“Foreigners use Chinese tires, but Chinese people use foreign tires.” This strange phenomenon has always existed in the industry. Is there no domestic tires?

“The tire products of domestic companies are in line with national standards, and there are certainly no problems in some hard indicators such as wear resistance, high speed, and durability. However, there may have been some soft indicators such as comfort, noise, and slippery. There is a gap in specifications."

Wei Jingxun, director of the R&D department of South China Rubber & Tire Co., Ltd., said: “There is a gap between R&D and evaluation methods. But in the last year or two, everyone started to pay attention to basic research and invested a lot of money for the construction of test and test research platforms. , build test facilities and facilities such as semi-anechoic chambers and six-point force test benches."

It is understood that even if some companies do not have these conditions, they will send products to foreign countries for testing. Therefore, in recent years, newly developed tire products have better indicators in various aspects.

Zhu Hong, director of the China Rubber Association’s Technical and Economic Committee, said that she has been paying attention to foreign test reports. Domestic brands are not bad in terms of dry brake and wet brake performance testing.

Industry insiders believe that the quality of domestic tire products has indeed been improved in the production process, and the quality of leading enterprises has reached the world's advanced level.

From the comparison of safety and performance, there is little difference between domestic mainstream brands and foreign brands. Even if there is a gap, it is not the focus of ordinary consumers.

<br> <br> information asymmetry is the main reason why many people still feel better quality stuff abroad it? According to people in the industry, information is asymmetry, and domestic brands have to solve the problem of information asymmetry.

For example, during the analysis of foreign brand marketing activities, Wang Yu, director of the domestic sales and marketing department of Pulin Chengshan (Shandong) Tire Co., Ltd. found that they particularly emphasized the speed level, and often advertised that they could achieve H, V, or even higher.

“This is simply impractical. Which country is allowed to speed up to 300 km/h! In China, the speed limit for expressways is 120 km/h. If the speed is exceeded, penalty points and fines will be imposed.”

He said that this can only show that through the laboratory that foreign-funded enterprises have this design capability. However, using this as a gimmick still attracted many unknown consumers.

Compared with foreign brands, Dong Jiwen, deputy general manager of sales and public relations of Chinachem Rubber Group, compared it to a watch that can be accurate to milliseconds.

"How much is it necessary to time the ordinary people? Of course not. Differences do exist, but they are negligible for ordinary consumers."

He said that after years of publicity, foreign brands have established a brand image in the hearts of consumers, and domestic tires are not advertised enough, and the advantages of cost-effectiveness cannot be reflected.

Through more persuasive data and information, consumers can understand the authenticity of domestic tire quality, rest assured that consumption, no worries, security and quality protection in the consumption process; at the same time, reverse the "asymmetry" of information and find out Consumer psychology further guides domestic consumption. These two aspects have increasingly become the focus of discussion in the industry.

Cost is made tires magic <br> <br> Shandong Linglong Tire Secretary of the Board of Directors of Sun Songtao said: "Good communication and planning promotion, in order to achieve good results, companies must first do a good job positioning the demands and ways ."

"Consumers are concerned about safety, brand and price, and domestic companies should take advantage of weaknesses and achieve the pulse of consumers." Qiu Xiaoyan, director of the office of Shuangqian Group Co., Ltd., believes.

Li Zhen, assistant general manager of the Double Star Group, said that consumers' perceptions and appeals may be many, but it is best to focus on one point. Many people in the industry share the same "focus on a certain point" that he mentioned.

Dong Qiuwen said: "Domestic capital brands should fully display their own highlights - the cost per kilometer, which is a cost-effective feature. It can be said that domestically-made passenger tires are more wear-resistant, have a longer life, and are cheaper than foreign products."

He used his own scooter as an example to explain that, in the "vehicle space" of China Strategic, the cost of small insurance is 480 yuan and the cost of big insurance is 1,200 yuan, while the price of the 4S shop is 1,500 yuan and 3,500 yuan respectively.

"General foreign brand store service projects, China Strategic 'car space' can be done, the level is not worse than they. Let consumers feel a difference in the cost, they definitely no longer go to 4S shop, consumer personal and home market It will gather in the car 'space'."

According to Qi Chunxiao, deputy general manager of Saiwan Jinyu Group Co., Ltd., “Homemade tires are cheap and easy to use. As long as they are cost-effective, they are sufficient. We can position target groups in the high-end luxury tires that are installed on Rolls-Royce. Cars for customers under 500,000 yuan."

Some people compare the current tire industry to the home appliance industry 10 years ago. At that time, they bought foreign home appliance brands and now they all buy domestic products. In addition to the significant increase in product quality, the investment in the branding and dissemination of the home appliance industry is not unrelated.

At present, the domestic tire business brand marketing experience has continued to accumulate, and the awareness of channel construction has increased.

Promote rational consumption without delay

Although consumers hold the right to choose, and with the increase in purchasing power, the people also have the need for consumption upgrades. However, some people's inertial thinking mode is as expensive as possible, so they would rather spend more money to buy good things than to buy cheaper goods and lose their status.

Qi Chunxiao said that this is "a high price to buy psychological comfort, vanity for evil."

According to Zhang Weiwei, deputy chief engineer of Qingdao Sen Unicorn Tyre Co., Ltd., “The tire is a black and round thing. To allow the public to accept it, we must guide consumers from excessive consumption to rational consumption.”

According to the definition of economists, rational consumption is a measure of price-performance ratio, and consumers consume according to the principle of pursuing utility maximization under the condition that consumption capacity allows.

Many tire companies hope that the State and the China Rubber Industry Association will advocate and promote rational consumption, rationally correct inertial thinking, and make consumption enter a virtuous circle.

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