Michelin does not advocating a rapid expansion route in China. Simmering is a common impression of this well-known French tire company. But this patience to wait for the opportunity to come has already had to be adjusted. Competitive pressure from the Chinese vehicle market has already been passed on to the tire market. The rapid growth of luxury cars and SUVs has become a hot market for tire brands worldwide. The continuous exploration of vehicle prices has provided an opportunity for competitors that were originally equipped for economic vehicles. They have begun to constantly test and smuggle to the high-end market dominated by Michelin. As the world’s most recognized tire company and the leader in the Chinese tire market, Michelin needs more products to maintain and expand its market share in China. “Our joint venture brand in China has been put into production and sales. This brand is mainly for second-tier brand models.†In a recent interview, Yu Hang, vice president of the original tire business of Michelin (China) Investment Co., Ltd., told reporters that this will become Michelin. An important platform that extends down the product line. In addition to helping the returning brands with a deep market foundation return to the arena, new energy orders have become another growth point for Michelin in China. Left hand back, right hand new energy. In 2015, Michelin, leaning down, hopes to use the multi-brand strategy to gain more localization results. Pull back into the market Yu Hang has been joining Michelin for 15 years, and the original distribution business (ie, OEM) for Michelin in China has been for four years. But in the past two years, he has obviously felt the pressure around him. In the tire's original distribution business, Michelin still has obvious advantages. “The specific number of Michelin's original market is not yet shared by the outside world, but it is certain that the market segments we operate in have grown and are above the average market speed. †However, the eater's invasion momentum should not be underestimated. As a noble brand in tires, prices have never been an advantage for Michelin. However, the price war in the luxury car market prompted OEMs to start considering cheaper accessory tires. In 2014, some BMW Benz models had started to select Hankook Tire for the tire industry's Third Corps. “There are indeed some consumers who don’t need a brand like Michelin. For example, the taxi market is huge, but it does not need Michelin. But as one of the largest tire manufacturers in the world, we want to provide them with products outside of Michelin. ," Yu Hang said, such a second-tier brand will help Michelin expand the coverage of low-end models and third and fourth line markets. As the most famous local tire brand in China, Huali Tire has a long history like Michelin. Since the production of the first tire by the original Shanghai Zhengtai Rubber Factory in 1947, Pulley Tire has been rooted in China for more than half a century. Pull back is the first local brand to provide tire original business for Shanghai Volkswagen Santana, FAW Audi and Other iconic models. Afterwards, it has successively provided matching supplies for Shanghai GM, Changan Ford, and Citroen. In order to incorporate this brand with local appeal, Michelin and the back brand owner Double Money Group have gone through 14 years of running. In 2001, Shuangqin held a joint venture with Michelin to establish Shanghai Michelin Warrior Tire Co., Ltd. (abbreviated as Shanghai Michelin Warrior), with Michelin holding 70% and Shuangqian shares holding 30%. At the beginning of 2010, the two parties ended their cooperation and double money recovered the brand back because the joint venture company had been losing money for 10 years. In 2011, the two parties reactivated and jointly established a joint-venture company controlled by the Chinese company—Shuangqin Group (Anhui) Huili Tire Co., Ltd., and Michelin has a 40% stake in cash. The new company will produce and sell back Lifan and light truck tires. According to plan, 2015 will achieve 15 million production. Michelin's dedication to the force was not unexpected. Looking at the world, this is a continuation of Michelin's global multi-brand strategy, which is to “differentiate products from different brands and prices to different consumersâ€. In other overseas markets, it is basically Michelin, Bailuchi (a tire brand under the Michelin Group's emphasis on off-road performance) together with a relatively well-known local brand. The pull back is not the only way Michelin can "lean down" in China. "I don't rule out that we will have more second and third tier brands in the future. This must be done. It's just step by step. We don't want to lose." Any customer," Yu Hang said, "We hope that every Chinese consumer will have the right to enjoy the Michelin Group's products and technologies." Of course, what Michelin needs to solve most now is how, after years of being away from the mainstream market, how it will re-establish its brand appeal in a new competitive environment. New orders for electric vehicles What kind of tires are used for new energy vehicles? This is not a mainstream topic. But in the eyes of Michelin, this is already a new market with huge potential. For the time being, Michelin has obviously gained the initiative. In Michelin's customer list, BYD's electric cars "Qin" and "Don", BAE E-series electric vehicles, and SAIC Roewe electric vehicles have all used Michelin tires. BMW's local brand ZINORO electric cars also come standard with Michelin tires. . In other words, Michelin green tires are used in the mainstream domestic electric vehicles that are self-owned and joint venture brands. “At present, many vehicle companies are hoping that Michelin will develop low fuel consumption tires for their vehicles, not only for conventional diesel locomotives but also for electric vehicles.†As head of the Michelin OEM business, Yu Hang has one more business. Focus - promotion of electric vehicle tires. Compared with traditional car tires, the special properties of electric vehicles determine the special requirements for the matching tires. On the one hand, electric vehicles need to improve the performance of the tires through the tire's performance and reduce the rolling resistance. On the other hand, electric vehicles are required to be able to achieve rapid response of the vehicle's motor and transmission system through the tire's movement performance and improve the grip. It is precisely the requirements of these two directions that allow Michelin, who has a rich technical reserve, to win. This is regarded as Michelin's willingness to invest in research and development. Michelin spends more than 3% of the group's annual R&D investment, and has invested more than 1.9 billion euros in R&D in the first three years. This is even higher than this. Some vehicle companies. Michelin's support for electric vehicles has actually begun. In 2012, Michelin and Renault launched the electric car Ener-gy EV in the European market. After using Michelin tires, the cruising range of this car has increased by 10%; The product is the flagship high-end electric sports car Tesla, which is equipped with Michelin's Pilot Sport Cup. The next step for Michelin is to find more opportunities for cooperation in new energy vehicles. According to Hang’s view, taking advantage of Michelin’s current original business and 85% loyalty of the after-sales market, the electric vehicle business, which is still in small batches, means the next blue ocean. In the past year, the Michelin team in China was mainly engaged in new energy issues, including the electric equations held in Beijing a few months ago. Michelin was the exclusive tire sponsor and the 12th session in Chengdu last September. Boarding the Challenge. In 2015, this French company keen on technological innovation will continue to expand in China's new energy sector. Yu Hang told reporters that Michelin's new R&D center in Shanghai will soon be put into use. 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