But from the brand point of view, both domestic car companies and consumers now mostly choose foreign brands of tires, such as Michelin, Goodyear, Bridgestone, Youke Haoma, Hantai and so on. The tires under these brands occupy a large market share in our domestic new car market and even the aftermarket. On the other hand, the volume of domestic tires is obviously not as good as that of these foreign brands, and the annual sales gap is also huge, but domestic automobile brands are thriving and their sales are rising. From the perspective of industry, where is the gap between domestic tires and imported tires?
In my opinion, the most important factor for so many people not to buy domestic tires is the concern about quality. In fact, domestic tires are almost the same as imported tires. According to the paper "Application of Domestic High-vinyl Solution-polymerized Styrene-Butadiene Rubber in Tire Tread Rubber" by Beijing Rubber Industry Research and Design Institute, compared with imported JK-SSBR, domestic independently developed HV-SSBR rubber has similar main properties, such as aging resistance, flex resistance and mechanical properties. Moreover, in terms of scorch time and vulcanization speed, domestic rubber can even surpass imported rubber, that is to say, in terms of materials, the quality of domestic tires does not lag behind imported tires at all, and today's domestic tires are doing quite well in pattern design and cord strength, so in theory, domestic tires are not inferior to imported tires, which shows that domestic tires are not as bad as we thought, but why have domestic tires failed to grab a larger market share after years of painstaking efforts?
From the mechanical point of view, tires are important accessories to maintain the normal running of vehicles, but for consumers, the quality of tires means the safety of life, and there is no second life. Therefore, it is understandable to tend to buy imported tires with high reputation when choosing tires. After all, no one dares to joke in front of life, and popularity is a big shortcoming of domestic tires. When we can casually name imported tire brands such as Michelin, Mapai and Deng Lupu, there are very few domestic tire brands that people can think of, among which Linglong, Triangle and Chaoyang are the most well-known domestic tires. But when it comes to these tire brands, how many people have heard of them? This means that domestic tires are seriously lacking in marketing means, and it is difficult to improve the brand awareness of tires. In the long run, the gap between domestic tires and imported tires is getting bigger and bigger. A tire brand that can't even be named tells consumers how to buy it with peace of mind.
In addition to the lack of marketing ability, domestic tires still lack sales channels. When we can see imported tire shops everywhere on the street, the exposure of domestic tire brands is very small, which also leads many consumers to want to buy domestic tires. They can only buy it online or through small agency stores. Moreover, there are not many car companies that cooperate with domestic tires now, which means that domestic tires cannot occupy a favorable position in both the new car market and the aftermarket. In this way, even if domestic tires are of good quality and outstanding performance, consumers don't know where to start, so it is expected that domestic tires will be difficult to increase sales.
In terms of performance and quality, domestic tires are indeed inferior to imported tires, and they perform better in some characteristics, which also depends on domestic rubber technology, but relatively speaking, this is limited to rubber technology, not tire technology. Because for tires, good materials are important, but what is more important is the development of tire technology. Better fuel-saving effect, better grip effect and better silent experience are the most important things in tire manufacturing at present, but this aspect is the shortcoming of domestic tires. This has also led to the lack of technology and patents for domestic tires, so domestic tires also lack gold content. Therefore, although domestic tires are cost-effective, there are not many things that can really convince people.
Generally speaking, domestic tires, like the China automobile brand that just started at that time, are all resisting heavy pressure and seeking a suitable opportunity to break through. But judging from the current situation of domestic tire industry, it is still difficult for them to break through the encirclement of imported tires. At the very least, they should make corresponding breakthroughs in technology and marketing in order to find opportunities to fight back, so as to further expand the domestic market share and win the trust of more consumers.
(Article with map source network, invasion and deletion)
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.