China's tire companies gradually increase their brand awareness
The auto show has always been the largest showcase for the automotive industry, auto parts and related industrial chain manufacturers.
Bridgestone, as the world’s number one tire brand, has a variety of classic cases in the field of marketing. At the same time, as a sponsor of the Guangzhou Auto Show News Center, Bridgestone takes for granted this auto show.
However, Wanli Tire's participation in the Guangzhou Auto Show is a demonstration of the importance of domestic tire manufacturers for brand building.
In fact, the domestic tire market is like a vehicle brand, which is similar to that of autonomous vehicle companies in terms of product strength, technical strength, and brand strength. There is also a similar situation in the domestic tire market.
For a long time, tyres such as Bridgestone, Michelin, Goodyear, Pirelli, Horse Brands, Hankook and Kumho not only accounted for the majority of the total vehicle market, but also sold well-known tire companies outside of China. In an advantage.
Not to mention the various types of new product launches or video and audio advertising, foreign tire brands often see marketing tricks. The self-owned brand tires, such as triangle, exquisite, Chaoyang, Fengshen, etc. are weak in the impression of ordinary consumers, and even many domestic tire brands are little known.
In particular, after the March 15, 2011 Kumho tire incident, consumers' understanding and understanding of tires has been continuously improved, and the quality requirements for tires have become higher and higher. Foreign brand tires have continuously increased efforts to maintain the brand's reputation and reputation. In contrast, the construction of domestic tire manufacturers, brand awareness and brand image is relatively poor compared to foreign brands.
However, it is worth noting that in recent years, the brand awareness from the main brand tires gradually awakened.
In the Beijing Auto Show, Shanghai Auto Show and some off-road competitions, some domestic independent tire brands have gradually emerged, such as Delicatessen, Fengshen and other tire-sponsored teams participating in auto races, etc., Wanli Tire's new product launches, auto show, e-commerce strategy, and new factories in recent years. Foundational and other activities were carried out in an orderly manner, which not only enhanced the visibility and exposure, but also displayed the strategy and development plans of Wanli Tire to consumers, so that consumers had confidence in their products.
It is suggested that domestic tire manufacturers should pay attention to the brand, and in the absence of a better strategy, they can refer to foreign brands and strengthen communication with the media.
Brand and sales are mutually reinforcing. Although the branding and construction of the brand takes a long time and high investment, its effect cannot be immediate, but the journey of a thousand miles begins with a single step. In the era of new Internet media, domestic brands should rely on some new ways. , to expand brand awareness and reputation.
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