Guangrao Tire Enterprises How to Strive for Development with Fierce Competition

"The world tires look at China, China's tires look at Shandong, and Shandong's tires look at Guangrao ." If you haven't been to Guangrao, the understanding of this sentence may only remain in the concept. Only when you have truly been to Guangrao, you can look up and look at everything. tire billboards, everywhere on both sides of the road tire factory, you can really appreciate what is called "China's tire winter pen", what is "the tires of all."

Many tire brands and manufacturers

In Guangrao, there are more than 42 rubber tire enterprises above designated size, as well as hundreds of small tire enterprises, and the design productivity of radial tires in the county has reached 150 million, accounting for 1/4 of the country's total. The industry is only 2013. Annual exports reached 2.94 billion U.S. dollars. However, none of them have such well-known brands as exquisite, double-star, and Fengshen, but there are no international big names like Michelin and Bridgestone. You may not be able to imagine the Guangrao tire companies that are walking in these domestic and international tire brand companies. What are they? What are they relying on? You can win an irreplaceable place in the tire industry today in the close-to-heavy tire market.

Quality Construction

Shandong Haoyu Rubber Co., Ltd., established in 2009, may better understand the role of quality in the development of the company. Chairman Zhu Yuncheng, who has been in the rubber industry for more than 30 years, personally experienced the rise of the Guangrao tire industry and witnessed the development of Guangrao tires. Tire excess capacity, low-cost competition, these are the "pain" Guangrao tires can not let go. How can we break the board and how to make the company "bigger and stronger" instead of "bigger and stronger?" Zhu's director said that only quality can be established.

Chairman Zhu told the reporter of China Trucking Network that Haoyu Tire had created a precedent for tire products with ID cards in the industry. According to reports, the traditional model of the trinity of tyre process formula structure was integrated into the integrated management of tires, which ensured the tires Quality is the most stable and reliable. The technical team has 30 years of experience in the industry, and strives to trace the tire production process in every detail of technical control. Chairman Zhu emphasized that each tire has its own unique code at every step of the production process, and there is someone responsible for controlling it. Every tire has an identity card, and any tire has the slightest quality defect. We can all It is traced back to which part is out of order. The person in charge leads to the highest quality awareness of all the staff. We can ensure that the quality of each tyre is not flawed.

At the same time, SPARKLE also uses a molding technology that is commonly used in international production equipment on tire building equipment. In this way, it is possible to avoid inadvertently increasing artificial ripples due to the addition of personnel during the secondary molding process, resulting in uncontrollable factors of product instability and quality. At the final inspection stage of the product, all of the products of SPARKLE tires must pass X-ray examinations and conduct destructive tests before they can be put on the market. This set of high-standard requirements put Haoyu products in good order. This makes it possible for the new company, Sparkle, to survive in the environment where many old tire companies in Guangrao are located, and wins customer recognition in the tire market of construction vehicles with stringent quality requirements and relatively high added value.

Haoyu Tire Factory

As an important backing for the development of Guangrao's tires, Guangrao County Committee and the county government also used quality as a business card for Guangrao Tire. The General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China set up a “National Rubber Tire Product and Material Quality Supervision and Inspection Center” in Guangrao. Guangrao County fully cooperated with the construction of the quality inspection center, allocated 30.7 mu of land for free, and invested 45 million yuan to build nearly 20,000 square meters. Testing laboratory.

Guangrao County Quality Inspection Bureau Director Yang Zhenguo disclosed to the China Truck Network reporter that, next, Guangrao County will invest $1 billion in the General Administration of Quality Supervision, Inspection and Quarantine, and build a tire testing ground covering an area of ​​1,500 mu. Yang Yang said that the tire test site mainly through the tire's various indicators to test, in order to improve product quality and technology to better adapt to the market. Due to factors such as funds and international recognition, the “invisible trade barriers” in many aspects, the Chinese tire industry lacks a national testing ground, and tire products can only be sent to foreign countries for testing, resulting in the difficult status of tire manufacturers’ export products.

Guangrao holds the 4th China International Rubber Tire Exhibition

Yang Yang emphasized that Guangrao County, as the largest tire cluster in the country, established a tire testing ground here, which will provide greater support to tire companies from basic R&D and technological innovation, and will also greatly enhance the company’s product R&D capabilities. Realize the qualitative change of the traditional tire industry, lead the progress of the tire industry in the country, and the international competitiveness of industry companies will further increase.

Rely on innovation

Looking back at the development of the tire industry in Guangrao, this is a piece of music that uses innovation. In 1976, villagers in Xishui Village, Guangrao County, started the first rubber furnace and made rubber tubes. In the era when the economy was just opening up, economic market awareness gradually began to sprout, which also laid a good foundation for the subsequent rubber transformation. . The rubber tire industry began in 1995 and began producing low-tech tires and agricultural tires. After 2002, the slack tire market continued to shrink, and the country also included skewed tires as restricted development industries. At the same time, the radial tire market that was synchronized with the international market was released. At this time, Yongsheng and Shengtai became the first enterprises in this field to start the establishment of the all-steel radial tire production line.

The general manager of Yongsheng Group's all-terrain salesman Man Lingxian told the China Truck Network reporter that from the launch of the first batch of all-steel radial tires in 2003, it led the technological innovation transformation of the Guangrao tire industry. The current production capacity of all steel radial tires has been An annual output of 8 million sets. At the same time, Yongsheng also realized the existence of problems. According to the full manager, because of many historical reasons, the tyres produced by Guangrao Tire Enterprises were basically ordinary products, which led to low-end production capacity, which directly led to excess production capacity and severely weakened the market competition of enterprises. Strength and resistance to risk. On the one hand, the low-end market tends to saturate, companies promote low-cost promotions, and lower profits. On the other hand, products with their own characteristics are not formed, and tires in the high-end market are in short supply. According to the development trend of the tire industry, the future tire industry market will be subdivided, specialized, characteristic, and green, and the market share will be further subdivided, which also requires tire companies to have their own specialty products. Taking the international brand Michelin tire as an example, he has introduced green tires, smart tires, safety tires and other products, and has been subdivided into a variety of road conditions. All this shows that the competition in the future market should be expanded to more subdivided and more professional fields.

At present, homogenization of products on the market is serious and competition is fierce. How can we allow companies to have longer-term vitality and innovation? The full manager named 2014 as Yongsheng’s second year of entrepreneurship. He told reporters that this will be a change in Yongsheng and it will also become an “earthquake” on Guangrao tyres. Full manager emphasized that in terms of technological innovation, it is the innovation of talents. In 2013, Yongsheng hired two professional technical teams from first-class international brands, including formulas, structures, molds and shape designs in the tire production process. International engineers such as key programs, these engineers have rich experience in tire R&D. They will re-position the products in the application of tire segmentation market, which will make Yongsheng Group's products more competitive in market segments. This will also be a revolution in the Guangrao tire industry, which will change the position of Guangrao and even Chinese tires in the international tire market.

Tire production workshop

“We will come up with more than RMB 10 million in special funds each year to support the brand cultivation and technical innovation of the rubber tire industry. Through the leveraged guidance and effective actions of fiscal funds, we encourage local tire companies to go abroad and cooperate to break the low quality and low. The development model of price is to explore a new path of environmental protection, high technology, and high added value," said Li Jie, secretary general of the Guangrao County Rubber Association, in his previous interview.

In addition to financial support, the annual International Rubber Tire & Auto Parts Exhibition will also provide a good platform for tire companies to strengthen their technical cooperation. Up to now, the exhibition has been successfully held for four consecutive sessions, with a total of 1,791 participating companies and 126,000 participants. As one of the most influential and deepest professional exhibitions in the country, the number of exhibiting foreign companies increased from 49 in the first session to 101 in the fourth, and overseas buyers increased from 503 to more than 1,300. It promoted the technological innovation of the local tire company in Guangrao.

Launch by brand

The most distinctive corporate characteristics of Guangrao's tire companies are private enterprises. Most of them are family-owned enterprises that have gradually grown and developed. Most of these private enterprises have no brand concept. The most obvious performance in Guangrao is for other international tire brands. OEM tire production. Although our product quality has been recognized by our peers, the brand is in a “weak” state in terms of scale, quality, technology, and marketing. In order to get out of this predicament, private enterprises must cultivate brand cultural heritage and produce branded products with independent intellectual property rights.

In this regard, Shengtai Group is undoubtedly the forefront of the arrival. As early as 2007, Shengtai Group's 3A tires were recognized as China's well-known trademarks. The general manager of Shengtai Group said that Shengtai realized the importance of the brand from the beginning. Therefore, Shengtai has never been involved in the profitable OEM market, and has concentrated on operating its own product brands. It also achieved Shengtai's reputation as the first Guangrao tire to have a well-known Chinese trademark.

General Manager Su said that the brand is one of the elements of improving the core competitiveness of private enterprises and is the core value and intangible assets of private enterprises under the conditions of market economy. Therefore, it is also known as “brand assets”. It contains great value. Privately-owned enterprises must have a strong brand if they want to have core competitiveness. This is not only the driving force for the future growth of private enterprises, but also the key to maintaining a strategic lead. In the market economy, it is the brand that comes into contact with the market. It is the brand that accepts the public's approval, and the brand that determines the market share. It can be said that market competition is brand competition, because enterprise competition must ultimately rely on brand products to open up the market, occupy the market and win customers.

Mr. Tian Rongtao, head of the Industry and Trade Bureau of Guangrao County, has been working for nearly 30 years. He has a complete record of the whole process of development of the Guangrao tire brand. Tian Kechang said that since 2007, the Industry and Trade Bureau of Guangrao County has officially proposed a “brand strategy” to improve the product value of Guangrao tires by adjusting products, restructuring, and branding. What Tian Tianchang still remembers is that in 2010, the country’s top ten outstanding companies were selected from the three aspects of output value, profit and taxation, and comprehensiveness. Guangrao had the top ten companies in Jinshao and Xingyuan. And all tire companies, but the remaining eight are well-known trademarks in China, except that these two tire companies are not. This allows Tian Kechang, who is engaged in brand strategy management, and Guangrao County Administration for Industry and Commerce to realize that although our corporate hard power is already very strong, the brand's soft power is still relatively poor.

The Guangrao County Administration for Industry and Commerce has adopted some guiding policies to encourage these tire private enterprises to establish brand concepts and encourage the development of brand strategies. First of all, rewards are used to promote the enthusiasm of brand building; at the same time, provincial experts are hired to interpret in detail the trademark protection and rights protection of the brand strategy in the export market, allowing the company to recognize the role of the brand from the market level. Let the company realize that the brand strategy is not only for the sake of reputation, but for publicity, but in the event of a dispute, it can better protect the interests of the company and the attribution of the brand, and the brand will become the intangible assets of the company. Through these efforts, as of 2013, five enterprise products in Guangrao's tire enterprises have become well-known trademarks in China, and 15 enterprise products have become provincial-level famous trademarks.

Tian Kechang said that Guangrao, as China’s largest tire export base, already has a very strong resource base. If the brand strategy can play a better role, it will provide a more complete development environment for the next-generation branded product marketization operation. At that time, we can also go global to develop our brand founders. Let our people and even the world take pride in using our tire brand. This sounds like a big vision, but it may be able to find a positive answer from Guangrao's rapid development in the past 10 years.

It is true that private enterprises must establish brands in order to develop. They must take the path of scientific and technological innovation, take quality as their basis, and use innovation as their motive force. Armed with multidimensional intellectual property rights, they will continue to increase brand value. Brand creation is a gradual and cumulative process. If there is no innovation, there will be no competition and no real brand will be established. The brand needs continuous innovation in order to maintain strong vitality and competitiveness and keep the brand young. In the near future, we will be able to use the development of Guangrao tires to interpret the entire process of private enterprise brand development.