The United States on Chinese tires "dual" ruled landing, China's tire exports to the US market would be to impose high tax rates. While tire companies in China were uneasy about the prospects of the export market, Tire World.com noted that multinational tire companies are optimistic about the growth prospects of the Chinese market, competing to increase investment in the Chinese market, and continuously upgrading the Chinese market development strategy.
Multinational tire companies compete to expand China's investment
“In fact, Chinese tire companies should quickly shift their attention to the domestic market. Otherwise, the war in the future at home may be more cruel than in the international market.†An industry source told reporters.
Upgrade products and technologies
According to the analysis of relevant industry figures, the strategic changes of multinational tire companies in China in recent years are first reflected in the upgrading of tire technology and products.
“There are many tire manufacturing companies in China that are also producing outdated tires. In fact, China currently has no shortage of tires. What is lacking is high-tech tires.†In an interview with the media, the top management of Michelin (China) Investment Co., Ltd. Say.
“In China, domestic companies rely on price competition, and international companies rely on technological competition. In the short-term, domestic companies seem to be OK, but the result of long-term competition must be technology to win.†When a domestic tire company CEO communicates with the Tire World Network, Frankly expressed his point of view.
In response to the long-term occupation of the development needs of the Chinese market, multinational tire companies have begun to adopt "high-tech content" as a standard, and have introduced advanced technology and even the latest generation of products from the international community to China. For example, Goodyear's second-generation tires released in China are the quietest luxury tires in its history. It uses Goodyear's latest generation of “silent tread†designs to minimize tire noise; Bridgestone’s In China, the company launched a new generation of tireless running tires, “Anchiâ€, which can still safely drive a certain distance at a certain speed after tire pressure is lost.
In order to make the imported products more adaptable to the Chinese market, multinational tire companies have also established R&D centers in China in order to provide better and more convenient technical support for the local market. According to incomplete statistics, tire companies such as Michelin, Continental, Goodyear, Bridgestone, Hankook, and Kumho have established R&D centers in China.
Tire World Net has also discovered a new phenomenon, that is, some companies are no longer just as in previous years, directly to the product to China to put the market, but to allow China's R & D center to fully participate in the development of new products. Michelin's Shanghai R&D Center has participated in the development of its new green tire, Energy MXV8, and plans to gradually replace its old products with new ones in China. Cooper Tire's new products have also been specifically targeted at the Chinese market. R & D design.
Investment huge capacity expansion
It is understood that another major move of multinational tire companies in China is to invest huge amounts of money to expand production capacity. At present, Tire World Net has not yet mastered the overall investment data, but the analysis of various international tire companies can find that it has strategies and plans for expanding production capacity in China in recent years.
Recently, Continental Group announced that it will invest 500 million euros in Hefei, Anhui to expand its production base, including bicycle and automobile tire production. According to relevant plans, by 2019, the annual production capacity of its passenger car tires in Hefei will increase from 5 million to 14 million, and the production of bicycle tires will increase from the current 2 million to 13 million by 2025. The company’s plan is to invest approximately 1 billion euros in China in the next five years.
Not long ago, Bridgestone completed the construction of a phase-II expansion project for radial tires in Wuxi, which invested $196,000. The project can now produce 2.74 million radial tires per year. After the completion of the expansion project, the annual output will reach 5.48 million, of which the environmental protection investment will be 34.8 million yuan, accounting for about 2.5% of the total investment.
A few days ago, Hankook Tire announced that it had completed the distribution of its new brand Luu Feng's agent in China. Although Tire World Net did not find Hankook's specific investment in China on the Internet, Hankook now has a geographical headquarters, a research and development center and three production bases in China. It is expected that in 2015, the Chinese market The annual production capacity will reach 36 million pieces. By 2020, the overall capacity of the Chinese factory will account for more than 40% of the global production capacity of Hankook Tire. A series of vivid figures show that Hankook Tire attaches great importance to the Chinese market.
While expanding the factory's production capacity, multinational tire companies also strengthened China's strategic layout and enhanced market competitiveness by adding physical stores, online e-commerce or setting up experience centers.
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