Strategic breakthrough for the tire industry
In Roland Berger's "China Tire Industry Competitiveness Report", the industry's average profit margin has dropped from 9.2% in 2018 to 5.7% in 2024. In this context, Chinese tire companies need to establish a three-level strategic system of "survival-development-breakthrough":
Survival layer (0-3 years)
Core goal: capacity efficiency revolution + channel network reconstruction
Intelligent transformation cost recovery cycle shortened to 18 months (industry average 36 months)
County market penetration increased to 65% (42% in 2023)
Development layer (3-5 years)
Core goal: technical module breakthrough + service model innovation
Construction of new energy tire patent cluster
Tire as a Service (TaaS) model coverage rate exceeded 30%
Breakthrough layer (5-10 years)
Core goal: standard setting + ecological construction
The proportion of participation in international standard revision committees increased to 15%
Build a vehicle-road-tire data collaboration platform
I. Capacity revolution: from scale expansion to intelligent reconstruction
The intelligent transformation case of a leading enterprise in Shandong shows:
Equipment upgrade: introduce visual inspection system, The defective rate dropped from 3‰ to 0.8‰
Process reengineering: Using digital twin technology, the trial production cycle of new products is shortened by 60%
Manpower reconstruction: Operators are transformed into equipment maintenance engineers, and the per capita output value has increased by 3 times
Productivity optimization three-dimensional model:
Efficiency dimension: Equipment overall efficiency (OEE) exceeded 85% (industry average 62%)
Energy consumption dimension: Unit product energy consumption is reduced to 0.38 tons of standard coal (national standard 0.55)
Flexibility dimension: Specification switching time is compressed to 15 minutes (traditional production line 2 hours)
2. Channel evolution: from linear distribution to ecological network
Practical case:
Zhongce Rubber "Cloud Warehouse Plan" has built 23 provincial smart warehouses, achieving:
48-hour emergency order response
Automatic cross-regional transfer of unsalable models
Channel capital occupation is reduced by 70%
3. Technological breakthrough: from following innovation to module breakthrough
China's tire research and development should focus on three major technical modules:
1. Material innovation module
The proportion of bio-based rubber applications exceeded 15% (3% in 2023)
The cost of graphene reinforcement agent dropped to 80/kg (import price 220)
2. Digital fusion module
RFID chip implantation cost control
Exploration of commercialization and realization path of tire pressure monitoring data
3. Manufacturing process module
3D printing tread technology yield exceeded 92%
Microwave vulcanization energy consumption reduced by 40%
R&D investment strategy:
Concentrate resources to overcome 1-2 core modules
Establish a cross-border laboratory with CATL/BYD
Participate in national key R&D projects to obtain financial support
IV. Brand building: from cost-effectiveness to value recognition
Three-step strategy to solve the brand building paradox:
1. Scenario-based product definition
Linglong Tire "King of Mines" series:
The carcass steel wire layer increased to 8 layers
Matching mine digital management system
Customer comprehensive benefits increased by 23%
2. Circle-based word-of-mouth operation
Establish a truck driver KOC system (key opinion consumer)
Launch a "million-kilometer club" certification program
3. Service-oriented brand extension
Triangle Tire "tire networking" service:
Service fee of 0.002 yuan per kilometer
30-day advance warning of replacement needs
Risk control: Five warning indicators behind prosperity
Cash flow health: Warning starts when operating cash flow ratio is
Equipment iteration speed: Red light turns on when key equipment is >8 years old
Channel dependence: Single channel share >35%, structural adjustment required
Technology conversion rate: R&D investment conversion rate
Talent reserve coefficient: Core technical personnel turnover rate >8%, immediate intervention
Industry end: From product manufacturers to mobile service providers
When tires become the tactile organs of smart transportation networks:
Data value: Each smart tire generates 2GB of driving data per day
Service extension: Tire tread depth is linked to insurance actuarial models
Ecological reconstruction: Share tire pressure-endurance data with charging pile operators
In this industrial transformation, Chinese tire companies must not only build a solid foundation for survival such as production capacity and channels, but also reconstruct their value positioning in the era of intelligent networking.
Companies that can first realize the three-dimensional integration of "hard manufacturing + soft services + data value" will have the opportunity to define the rules of the game for the next generation of tire industry.
The dialectic of survival and development always warns: today's production capacity advantage may become tomorrow's transformation burden, and only continuous evolution can cross the industry cycle.
