For the Chinese tire industry in 2009 and 2010, it can be described as a crisis. Due to the international financial crisis, the company’s cash flow is generally tight, coupled with the shrinking of the international market, the Chinese tire industry can be described as blocked by both production and sales. In two cases, the United States and Brazil have just passed a tire special protection case against China, and are likely to form a domino effect, adding to the annoyance of excess capacity in the Chinese tire industry. According to data from the China Rubber Industry Association, there are 40 tires produced in China. % is used for exports, and one-third of them go to the United States. Last year, it exceeded 46 million; according to the US's 35% punitive tariff, the impact on China's tire industry is difficult to estimate). Third, due to the dual pressures of the international financial crisis and the special security case, some domestic joint venture tire companies are stepping up their implementation of “production line transfer†to countries with lower production costs such as Vietnam and Malaysia, which are free of tariff pressures. This applies to the Chinese tire industry. The development is simply a lot of money.
At the same time, a grand international tire exhibition was also opened at Shanghai New International Exhibition Center. From November 11th to 13th, 2009, the 3rd Asian Essen Tire Exhibition (REIFENCHINA2009) jointly organized by China United Rubber Co., Ltd. and Essen Exhibition Company of Germany attracted more than 200 exhibitors from more than 20 countries around the world. Broad participation of business people. Many people even regard it as the best observation point for the future trend of the Chinese tire industry. The grand event of the exhibition is in stark contrast to the so-called crisis of the entire industry.
Industry gathers in "danger" to find "machine"
It is not a blessing that Sieweng lost his horse. Just as the financial crisis made more countries realize that all "eggs" should not be placed in the "basket" of the US dollar. The special case of tire protection also allows more Chinese tire companies to understand that domestic sales are as important as foreign trade, and foreign trade cannot be overly dependent on the US market.
Perhaps because of this, the explosion of the 3rd Asian Essen Tire Show 2009 was even more precious. In fact, this exhibition not only attracted most of the domestic tire companies, but also attracted many international exhibitors such as American companies, European pavilions, and Indian pavilions. Undoubtedly, China’s GDP growth forecast of more than 8% in 2009 and the unusually explosive auto market (in 2009, the number of cars sold will surpass the US and become the world’s number one) will make the Chinese tire market a favorite for the global tire industry.†China Opportunity = World Opportunity has become an indisputable fact in the industry.
At the "Tire Technical Development Seminar" held at the same time during the exhibition, the "2008-2009 Domestic and International Rubber Market Analysis and Prospects" published by the Honorary President of the Rubber Industry Association Si Hongzhen, led to fierce discussions with delegates. According to the introduction of President Zhai Hongzhen, since the reform and opening up, the development speed of China's rubber industry has attracted worldwide attention. Especially in the past two years, the advantages of inexpensive and high-quality tire products in China have been continuously recognized by the international market, and the international market share has also been rising. At the Asian Essen Tire Exhibition in Asia, some of the products displayed by Chinese tire companies have extremely high technical content. This is undoubtedly releasing the message to the outside world: China's tire manufacturing technology is moving to the forefront of the world, and the pace of Chinese tires to the world is not It will be slowed by the protection of trade protection in individual countries.
Market problem solving
At the “Tire Technology Development Seminar†held at the same time in the Asian Essen Tire Exhibition, relevant sources pointed out that in the face of the US and Brazil’s special tire protection cases for China, Chinese companies should not rely too much on the government (of course the government will also In order to help enterprises deal with trade disputes, they should actively explore domestic and international markets other than the United States and Brazil, and at the same time further enhance the competitiveness of their products so as to resolve the crisis and seek greater development. In one word, the market is still To use the market approach to solve.
Admittedly, the so-called "China Opportunity = World Opportunity" is true, but how to make the Chinese tire consumer market demand seamlessly match with the tire companies, how to make the market potential into a realistic purchasing power, this requires the tire industry, and even the whole community to work together, Use the market card effectively. It can be said that the tire industry event represented by the Asian Essen Tire Exhibition is using actual actions to seek solutions to the crisis and the continued development of the tire industry in China and even the world.
Take the 3rd Asia Essen Tire Exhibition as an example, the exhibitor's company's participation in different geographical areas and at different development stages will be divided into branding, sales network expansion, domestic trade, international trade, and technology exchange. And so on. And for its tailor-made exhibition program. In particular, for brand promotion, the exhibition has spent extra money on the “Crazy Tires - Carnival Carnival†event. Well-known companies such as Giti, Cooper and others have actively participated in it, attracting the attention of a large number of media, car enthusiasts and end consumers; this means In addition to the promotion of relevant professional media around the world, exhibitors can also have close contact with terminal consumers, and at the same time, they are consistently and extensively involved in mainstream professional media such as professional academic conferences, related exhibitions, automotive media, networks, and professional journals. Brand display opportunities have effectively expanded brand influence. In response to international trade demand, the German organizer Essen Exhibition Co., Ltd. specially invited overseas purchasing groups to face-to-face exchanges with Chinese exhibitors, in order to find trade opportunities for exhibitors.
It can be seen that the Chinese tire industry has taken actions to actively respond to the crisis and use the market to solve the tire industry's market problems.