How to occupy the market with small profits and qu

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How to occupy the market with small profits and quick turnover when the tire price is rising

since the beginning of the year, the vigorous dealer meetings of various tire enterprises have attracted the attention of tire people across the country, indicating that the industry is really "painful". Where is the "pain"? The pain is that you can't see the industry trend clearly. The test results show that the pain is that you can't break through the bottleneck. The most painful thing is that you can't find a way out. With the continuous promotion of industry de capacity, environmental protection supervision, and the rise in the price of tire raw materials, many tire enterprises are suffering and even struggling on the edge of life and death. They asked, where is the way to break the game? Some people in the industry pointed out that the tightening of environmental protection policies has pains, but more opportunities. Let the market shuffle itself, eliminate low-end production capacity, and leave behind powerful enterprises. Then they can see the size of the target market and the situation of surviving competitors, and make rational decision-making and evaluation by grasping the tire brand positioning and cost conditions, Only by using limited resources in tire performance research and development and brand building can we find vitality. And there is no shortcut in itself

"pain"? This is a good time

at present, the removal of low-end and homogenization of production capacity has made the whole tire industry feel pain, but it is also the protection of manufacturers in the industry. Strict industry requirements are raised ----- Professor Peng Xiangfang/Vice President of the school of mechanical and automotive engineering of South China University of technology raised the threshold for new entrants, and resisted the challenges of external competitors for enterprises in the circle. Many manufacturers wondered: do you want to be a brand, When to do it? In fact, the present is a once-in-a-lifetime opportunity. In the past, when there was overcapacity, enterprises never worried about the source of raw materials, because the main producing countries exported a lot, and the domestic raw materials inventory was also sufficient, so tire manufacturers "had access to" raw materials for production

on the contrary, almost all tire enterprises are aware of the importance of upstream partners, because the shortage of raw material supply under capacity constraints will directly affect their production. Moreover, the de production capacity under the current policy is worth thinking about by tire manufacturers. After the "labor pains", why are you still willing to buy my tire brand? That is to invest in and operate your own tire brand to expand the potential consumer base, taking advantage of the current tire price rise and more income funds

but what are the core customer groups of the enterprise? It is understood that many enterprises are doing regular user decision-making research. The big data from feedback shows that retail stores have a long-term and far-reaching impact on car owners' purchase decisions. Statistics show that 70% of car owners accept the brand suggestions of retailers when changing tires, which means that retailers have been the customer group of enterprise brand promotion for a long time. "Whoever gets the terminal gets the world," is not false at all

there is only a dead end if there are products and no brands

many tire enterprises do not have independent brands, but produce many kinds of tires. The lengthy and homogeneous product line makes the business process inefficient. However, the current situation is that it is inappropriate for the wheels with brands, promotion and investment to measure the deflection by taking the displacement of the beam, and only when the tire has vitality in the market

brand building is easy to say and difficult to do. If an enterprise wants to build and operate its own brand to achieve sustainable development, on the one hand, it should carefully sort out its own tires, classify various brands according to types, and then select the right brands to make the right product positioning. In this regard, Jiangsu General Motors Co., Ltd. is the most commendable domestic enterprises. The enterprises have Qianlima tires, red rabbit tires, xidaton tires, Tongyun tires and Qima tires, which are suitable for the development of multiple road types and brands, and different brand prices and terrain are also different

reduce the price if you can't sell it? Many foreign-funded enterprises have insisted on the image of brands and even products for many years, such as Michelin's "Biden". These enterprise logos have brought a large number of "loyal fans" to the consistency of brands and selling points; In contrast, some domestic manufacturers are very radical. After the profits of some brand products fall, they change their names, change their packaging and start selling again. Maybe this can restore part of the profits in the short term, but you know, the brands that used to invest energy and money in the past will be lost in this "one change and one change". It seems to be a "shortcut" to revenue, but it actually misses the evergreen brand

after summarizing the development of many foreign funded brands, it is concluded that their tire life cycle is very long. From entering the market to now, it is like a slow process of "powder absorption". More and more loyal car owners, although the sales volume fluctuates, the overall increase has been maintained. For some products that are really good, but need innovation, they will also take the initiative to create new documentaries or publicity, Let users rekindle their interest in the tire and let old trees sprout new buds

is it cost-effective to reduce prices and increase sales

tire pricing is the most troublesome problem for every tire merchant. If the price is set too high, the sales will be blocked, and if the price is set too low, it will lose money. How much is high and how much is low? After all, this is a market with independent pricing, and there will always be businesses using low prices to seize the market under the guise of small profits but quick turnover

but many foreign brands take plastic bags as an example. Tires will not reduce prices because their products are "old" or rush to sell because their profits are low. Domestic enterprises should also be cautious about reducing prices, because selling more tires is harder than maintaining the original price, and now tire sales channels are diversified, especially the development of e-commerce platforms has a great impact on physical store merchants

therefore, based on market segmentation, after dividing the needs of different customers, it is the only rule for tire manufacturers to rapidly expand market share or consolidate their brands through multi brand and multi-channel strategy

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