Where is China's own brand tire difference?

Most people in the country have a preference for "being admired and foreign" and believe that the products of foreign brands must be better than Chinese brands. Not long ago, a program broadcast on CCTV's "Consumer Claims" column surprised many people.

The content of the program revealed that the column reporter selected 10 types of tires (four of which were international big brands and the rest were Chinese brands), and conducted tests such as impact, hydraulic blasting, ordinary road braking, professional venue braking, and tire thickness comparison. . The results of the test are quite predictable - in terms of safety, the performance of Chinese brand tires is not bad, and in many respects far exceeds individual internationally known big names.

It is worth noting that this is a professional test conducted by CCTV at the Yancheng Automobile Testing Ground of the China Automotive Technology and Research Center. The results should have certain authority and impartiality.

At present, one-third of the world's tire production comes from China, but according to statistics from the China Rubber Industry Association, the share of Chinese brand tire companies in the passenger car tire market in China is only 35%, and most of the market share is occupied by foreign brand tire companies. occupy.

Since the test results of Chinese brand tires can be compared with international big names, why is the difference in the share of the passenger car tire market so different?

The relatively low matching rate of Chinese brand tires in the passenger vehicle market is the key reason for this strange phenomenon.

The tire market is divided into matching and replacement markets, and they complement each other and coexist. In contrast, the matching market has a higher demand for tire brands, and replacement markets are more value-conscious.

Under normal circumstances, tire companies will aim to enter the matching market. Because this not only means the brand image and market position, but also will bring stable supply demand, it can also promote its sales in the replacement market.

According to statistics, the ratio of global tire sales to replacement markets is 2:1, China is 3:2, and developed countries are 3:7. In other words, most of the Chinese tire market sales are achieved in the matching market.

It is understood that in the original tires for passenger cars, Chinese brands entered the mini-vehicle market with a vehicle price of 50,000 yuan or less, and models with more than 50,000 yuan were basically unsupported.

The reason for this is partly related to the historical background of the Chinese auto industry, “rebuilding vehicles, light parts and heavy commercial vehicles, light passenger vehicles”. This directly leads to the supporting capabilities of Chinese brand tires in the field of passenger vehicles. "Innate deficiencies."

In terms of “acquired development”, Chinese brand tire companies have experienced rapid growth in the past ten years, mainly benefiting from truck and bus tires, construction machinery tires and other fields. Like many domestic manufacturing industries, Chinese brand tires also rely on low-cost, low-cost market crowding in the context of high-speed construction of domestic real estate and infrastructure.