Establishing a strategic alliance for tire production and marketing
DC Motor Yibin Tianruida Auto Parts Co.,Ltd , https://www.trdautoparts.com
It is understood that since the beginning of this year, the price of natural rubber in the international market has skyrocketed, natural rubber production in the country may reduce production due to natural disasters, and the price of petroleum-based materials such as synthetic rubber continues to rise. The implementation of new policies such as the Labor Contract Law has caused the cost of enterprises to rise again and again. The continuous appreciation of the renminbi has a greater impact on exports, and people in the industry all feel that the tire industry's economic operation is grim. Although the tire industry did not show ups and downs by adjusting and optimizing the product mix, actively nurturing brands, and persisting in changing export growth methods, the profit of 46 key tire member companies of the China Rubber Association fell by 7% from January to May. In the case that foreign brands have exerted tremendous pressure on domestic brands and sales of domestic brands have become more difficult, strengthening the cooperation between tire factories and dealers and changing the situation of lagging sales has become an urgent task.
It is understood that domestic-funded enterprises represented by South China Tire and Shanghai Double Money have long been firmly established in the international market after high-speed, high-load and various complicated road tests; The high-speed low profile car tires also caused a sensation in the international community. However, for an international brand of semi-steel passenger radial tires, there were “quality gates†incidents in which 4 out of 5 tires were driven for 3 days. Can be found in an interview with reporters, the impression of consumers or "car tires is a good foreign brand, domestic car tires are definitely slightly inferior."
In this regard, Zhai Hongzhen said that consumers now have a big misunderstanding when it comes to tire consumption, that is, car tires only recognize foreign brands, and truck tires will not be used properly. There are also some people who are greedy for small purchases of standard tires and no "three bags" of tires. Only through production and marketing strategy alliances, tire manufacturers provide quality products, dealers provide quality services, in order to change the impression that consumers are not as good as domestically-made tires, and change many bad habits in which drivers run one tire at a time. At the same time, the two parties will join forces to eliminate illegal sales such as non-three-guarantee services, smuggling, cut-off marks, export-to-domestic exports (fake exports), and fake and inferior tires.
At the working meeting of the China Merchants Association’s Marketing Working Committee in 2008, many dealers stated that after the alliance between the production and sales parties, tire manufacturers can more easily let dealers understand the characteristics of the tires when they introduce new products. Dealers have a detailed understanding of the product in order to allow consumers to better understand the characteristics of tires and the use of methods to guide users to use and maintain tires. When buying retreaded tires, there are dealers who guide, even if the tires are not very familiar with the consumers, will also give priority to select quality guaranteed pre-sulfurized retreaded tires; the face of engraved embryos, skeleton repair layer after the tire repair and other items When a lot of fake retreads are made, they will no longer be easily taken in.
In addition, although some products meet the standards, they are not necessarily suitable for local conditions. In general, dealers will track consumer usage, be able to understand and master the product's market adaptability at any time, and tire companies will have difficulty tracking the product. After the establishment of the production and marketing alliance, the dealers regularly provided after-sales tracking reports to the tire manufacturers, which provided the basis for product improvement. In this way, tire companies can be targeted to continuously adjust the tire structure, patterns, formulations and processes, to meet the different requirements of the use of the environment, so that consumers are more satisfied. In this way, with the improvement of product quality, the company’s popularity and economic benefits will also increase, and consumers’ superstitions with foreign brands can be broken.
Lastly, Nie Hongzhen and people concerned in the China Rubber Association tires division emphasized that tire companies must have their own strategic partners, constantly collect product feedback information, use good products and good services to attract customers, and increase market share. Don't make a price war! Let's sell!