Exquisite tires encounter multiple challenges in development

In the list of China's Top 500 Most Valuable Brands, Exquisite has ranked first in the domestic tire industry, but the test that needs to be encountered on its way forward is how to maintain rapid development in the complex trade barriers such as anti-dumping. It has entered the ranks of world-class tire companies.

In August 2011, Thailand's capital Bangkok, Linglong Tire 2011 supporting work seminar.

Breaking the convention and moving the supporting work seminars to Thailand, the exquisite tires were very well-intentioned. From 2001 to 2010, the growth rate of Thailand's natural rubber production ranked first in the world. Thailand has been the world's largest natural rubber producer and exporter since 1991, while China has become the world's largest tire producer and the largest natural rubber importer.

This “traveling” is not a profound idea for exquisite tires. It is an international step that allows relevant suppliers and intermediate commercial and international developments to examine it, recognizing that in the process of international expansion, exquisite tires Continuously improve the company's guarantee ability, at the same time, provide the important basis for exquisite tires to choose the machine to build factories in overseas, and provide sufficient supply for the supporting manufacturers to start the “breakthrough”.

Accelerating internationalization In recent years, exquisite tires have achieved good results in market development. Currently in China, Exquisite has established a large market network across North and South, running through the east and west, overlooking the Central Plains, developing more than 100 regional agents, establishing more than 20,000 marketing outlets, and becoming a long-term strategic cooperation with more than 50 well-known automakers in China. partner.

In the international market, exquisite has already emerged. Exquisite market reach has extended to more than 160 countries and regions, established a solid marketing network in these countries and regions, and established a cooperative relationship with world-class tire marketing giants, creating a precedent for the domestic tire industry in Europe and the United States supporting market.

In 2010, under the unfavorable situation that global tire sales fell 9.6% year-on-year, Linglong tires maintained rapid growth in overseas sales with sales of US$800 million, a year-on-year increase of 35%. Exports ranked No.1 in the Chinese tire industry for three consecutive years. However, to become a world-class company, product export alone is not enough, and it must have the ability to integrate global resources in research and development, procurement, manufacturing, and sales, and serve the global market. Be regarded as the first step.

At the Shanghai International Auto Show in April this year, Linglong Tire was the sole national auto tire brand to be exhibited. At the same time, it also announced the development strategy for exquisite tires in 2011 and announced in 2011 that it was the “first year of internationalization” for Delon’s tires.

Wang Feng, chairman and general manager of Linglong Tire Co., Ltd., has a new goal for the future - let Linglong tires be among the best in the world, and there will be exquisite tires in the world where there are cars!

His understanding is that he has entered the top 10 in the world tire industry. The most important thing is the improvement of technology level and product quality. The specific goal is: In the next 2 to 3 years, it will have the ability to support domestic and mid- to high-end cars; in the next 3 to 5 years, it will have the ability to support the mid- to high-end cars in the world; by the end of the “Twelfth Five-Year Plan”, the annual output of tires will reach 50 million. The sales income reached 20 billion yuan, and the mid- and high-end terminal tyres accounted for more than 80% of the total production and sales.

The heart is not as good as action, exquisite tires are stunned with the industry's "exquisite development speed" and writes history and reality. From January to June 2011, Linglong Tire realized a sales income of RMB 5.829 billion, an increase of 15% from the same period of last year, and the total output of tire main business reached 11.9046 million sets.

The exquisite tires that have been shown as "the first brand of China's tire exports" have taken the initiative and chose to convene this conference in Thailand. "We will provide the important inspection basis for Linglong tires to choose the right machine to build factories overseas, and also to achieve During the "Twelfth Five-Year Plan" period, it became the foundation for world-class tire companies." Feng Baochun, deputy general manager of Linglong Tire Marketing Co., expressed to "Car Watch."

The "special protection" response experienced more than two years of back and forth competition and was considered as the tire protection case for the first case of Sino-US trade friction in the Obama era. On September 5, local time, the WTO Appellate Body announced in Geneva the ruling on the Sino-U.S. tire trade dispute case and determined that the United States imposed punitive tariffs on Chinese tire imports to the United States in line with WTO rules. In other words, the United States won the most attention in this dispute over imported Chinese tires.

Regarding the adverse impact of the US Tire Protection Act on Chinese companies, Wang Feng had previously stated that trade barriers are a problem that competitive enterprises must face. Even if there is no US “special security case”, there will be trade in other countries. barrier.

As for the result, exquisite tires “had expected this to be the result”. After the special security case occurred, Exquisite made some adjustments to the US market, mainly to improve product quality. “So the actual impact did not envisage medium and large. The share of US exports in total exports is maintained at around 35%, with a rate of change of around 5%, said the person in charge of overseas sales of Linglong Tire.

Cai Weimin, secretary general of the China Rubber Industry Association’s tire division, said that the WTO’s ruling has not affected the industry as much as it started. Moreover, Chinese tire companies have successfully explored emerging markets in the past two years, and their total tire exports remain. Moderate growth.

In recent years, Linglong Tire has vigorously opened up markets in Brazil and Latin America. "Although there have been anti-dumping investigations against China in Europe and Argentina in the past two years, and most of them have focused on the technical level and have stricter requirements for environmental protection, labels, etc., Linglong Tire has confidence in meeting these technical requirements." The person in charge said.

The desire to establish a production base overseas is also a response to the "special protection case" by domestic tire companies and "go" as the best policy. In addition, the adjustment of the export structure and the upgrading of the product have also become the self-insurance methods chosen by domestic tire companies such as exquisite tires.

“The European market has a relatively high threshold, and there are strict restrictions on environmental oils, noise, and labeling laws.” Wang Guomei, vice president of overseas sales for Linglong Tire Co., Ltd., said that R&D investment, production, and development will be increased in the newly developed market. Brands with the performance of the product, the direction of competition in the transfer of enterprises, it is possible to take the initiative to respond to the special security case.

"The more brutal competitive environment, the more able to test a company's market control ability and development quality." Wang Feng is confident to build a larger tire base that can serve the world.