Tire shop, how to choose brand to maximize profits?
Including two-wheel tires, passenger car tires, and truck tires, there are tens of thousands of Chinese tire brands alone. You can imagine how many tire brands there are in the world. In 2023, the number of cars in use will be 426 million, and the scale of the tire market will gradually expand. It is estimated that the scale of China's tire market will reach nearly 200 billion yuan in 2023. If you want to do a good job in the tire business, tire selection is the top priority!
Brand strategy
First of all, brand is very important. For an enterprise, a brand is an intangible asset of an enterprise, which can bring added value to the enterprise and franchisees. In addition, buying products by brand is already a deep-rooted consumer concept in China. If the brand selection is not targeted and has no strategy, it will definitely make your tire store lose in the market competition, and it will be fatal to the mid- and late-stage operations.
Tire selection of "adapting to local customs"
The choice of brand tires should be combined with local actual conditions. The audience of tire brands is affected by the development prospects of the target market. If the store is located in a first- or second-tier city, where there are a large number of cars, high-grade cars, and many categories, in such a market environment, the store can give priority to well-known big brand tires. If it is in a third- or fourth-tier small city or even a place with a worse economy, it is necessary to examine the specific conditions of the market, and the tire brand should be selected based on market purchasing power and consumer preferences. In addition, the road conditions in the city where the tire store is located should also be considered. In cities with poor road conditions, more drivers prefer brand tires with high wear resistance. In cities with good road conditions, car owners will choose tires with balanced comprehensive performance. Tires with different performances match different road conditions, and tires of different brands also have different emphases in performance.
"Pyramid" of brand layout
1+Treasure of the Town
"Treasure of the Town" supports the facade, and the brand has an absolutely high reputation and industry status. Backed by a large factory, it has a stronger brand effect. This type of brand has its own traffic and can bring more customers to the store. For international first-line brands such as Michelin, Bridgestone, Goodyear, Continental, and Pirelli, if all conditions are suitable, this type of tire can be given priority.
2+ King of Appeal
International giants are well-known, and their product quality and service level are also first-class, but the product prices are also "beautiful". If the store is not in the "rich area", these high-end brands alone cannot support the operation of a store. In addition to the "facade" of high-end brands, you also need to choose two types of international brands with super appeal, such as foreign brands, Dunlop, Pirelli, Hankook, etc. The three giants of Chinese tires, Chaoyang, Linglong, and Sailun, are placed in domestic tires. There is no problem with products and services. Mid-to-high-end brands can better meet the dual requirements of ordinary users for performance and price.
3+ Good product performance and affordable price
My country's tires have always taken the "people-friendly" route, with low prices and good quality as the main selling points, attracting countless domestic and foreign car owners. With the rise of Chinese tire brands, the advancement of tire technology and the improvement of national pride, more and more car owners trust and support domestic tire brands. Tires such as Guilun, Maxxis, Wanli, Double Coin, Chengshin, etc. have a good reputation in the domestic market and can fully support half of a tire store.
In addition, under the impact of e-commerce, the price of the tire market tends to be transparent, and the profit is becoming clearer and clearer. You can choose some emerging niche brands to increase profits while ensuring quality. This new force of tire brands is secretive and great, and its strength should not be underestimated.
Brand rule of "unchanging"
Never change tire brands frequently and casually. Some shop owners worked for Michelin for a month, and felt that they could not sell well, so they changed to Continental. If Continental could not sell well, they changed to Chaoyang. This is a taboo for opening a tire store. Frequent changes in tire brands in stores will only make the store's accumulation in many aspects in the early stage fall short and go to waste. It is difficult to form a brand effect and lose a stable customer base. Therefore, you must choose a tire brand that "unchanging", provide high-quality services, and establish a good brand image, so that the store business will get better and better.
Tire store strategy of "targeted"
Before opening a tire store, you must have a deep understanding of the entire tire market, conduct research on the target market, and be sure to make a long-term layout and comprehensive comparison. Choose a tire brand that suits your area. Finally, the number of brands should be chosen reasonably. Six brands are just right, which can meet the various needs of different users without making the store look messy and unmemorable. With good tire selection, advanced operation methods and high-quality service levels, such a tire store will definitely get better and better.
