According to foreign media reports, the bankruptcy German tire company Reifen Ihle Group will eventually be sold separately. Although the bankruptcy administrator, Mr. Martin Hohmann, tried to sell four business modules, including Spoint tire service (equivalent to China's tire shop), tire wholesale business, renovation and carcass service dealers. However, we have still not found a suitable buyer. According to the China Tire Business Network, the company’s brand of tires and related products operated in 2013 had a turnover of approximately RMB 1.4 billion. Hörmann said he has gained the understanding of two independent investors. Although they hope to obtain 12 Spoint tire stores, the other party wants to take over the renovation business in Günzburg. It is understood that the bankruptcy administrator stated that the contract has been signed and that the final contract details the information is still being negotiated.

At present, Michelin has allegedly announced planned acquisitions and obtained approval from the authorities. Reifen Ihle Group and Ihle Baden-Baden have nothing to do with it. As far as China's current wholesalers are concerned, the tire business can exceed 1 billion, and it is basically a business distribution area divided by provinces and regions. People in the industry believe that tire wholesalers, as the more traditional and major channel sellers, have played an important role in channel development, cargo transit, sales promotion, and logistics and distribution. They have been valued by various tire companies. . In the face of the e-commerce wave and changes in national policies, they have encountered unprecedented operating pressure in the new development of the tire industry. What does the bankruptcy of Germany's largest tyre wholesaler have on the tyre wholesalers in the Chinese market?

Changes in channel layout, tire distributors entered the competition "Red Sea"

At present, tire supply channels and prices tend to be transparent, and more and more tire distributors will use the network as the first choice of purchasing channels. Not only do they have a wider choice, but they are also more affordable, resulting in a sharp contraction of distribution channels for wholesalers. . As the world's largest automobile production and sales country, China also has a huge amount of car ownership, a huge market cake temptation, and a low entry threshold, leading to more and more entrants. Whoever has a cheap wholesale price and a great deal of distribution will have a clear competitive advantage. The price war has finally led to the increasingly thin profits of tires, and even to make ends meet. The channel relationship among wholesalers, distributors and auto repair shop retailers in the tire ecological chain deteriorated. Wholesalers simply cannot provide corresponding marketing promotion programs and service support systems, making it difficult for retailers to form a business dependency on wholesalers. Sex. The non-standard channel management and the lack of protection for the rights and interests of wholesalers, in the game of manufacturers, tire wholesalers as a vulnerable group in the ecological chain has become a victim of conflicts of interest.

German tires e-commerce platform development pressure on the largest tire wholesalers?

In today's China, the trend of e-commerce is growing stronger and more and more traditional enterprises are attracted to them. As one of the products closely associated with the final consumer, tires are increasingly becoming the darling of the e-commerce market. Inspiration from the bankruptcy of Germany's largest tire wholesaler, the development of e-commerce will have a major impact on the traditional layout of tire channels.

In the eyes of the domestic industry, the trend of e-commerce in Europe and the United States is embarrassing, especially in the replacement of tires. Some e-commerce products in developed countries have developed rapidly. The investigation found that 21% of tires in the U.S. replacement tire market are sold online. According to another data, European tires sales achieved through e-commerce have now accounted for 9% of its total sales, which is approximately US$8 billion, accounting for 10%-15% of the local auto parts market's online sales.

It is reported that the online sales of the U.S. replacement tire market in 2013 accounted for about 5% of the total auto parts market’s online sales, reaching US$230 million, and the growth rate was as high as 30% per year. It is expected that by 2020, tires can be achieved. More than 10% of online sales in the auto parts market. China Tire Business Network According to Michelle China Channel Manager Liaochu Hang, in the European market, tire companies accounted for 11% of total sales through the e-commerce model, especially the Netherlands and Germany are very mature, there have been more influential tire electronics business platform.

In the European and American tire electricity supplier market, there are two most representative companies. The company is one of the largest tire e-commerce companies in Europe, Delticom, which achieved revenue of USD 5.055 billion in 2013, a year-on-year increase of 10.8%. By the end of last year, the company had built 42 online sales systems in 137 countries and had 35,000 self-operated or franchised affiliate service stores worldwide. Another is Tirerack in the United States. Now the company's tire e-commerce business is unique in North America and has established an installation network throughout the United States. Some people in the industry believe that the rapid development of e-commerce is the last straw to overwhelm the German tire company Reifen Ihle Group.

Compared with Europe and the United States, China's tire e-commerce is only just starting, more is trying or exploring. For tire e-commerce, Fan Rende, honorary president of the China Rubber Industry Association, also has deep feelings. He believes that tires as a special consumer goods, the European market e-commerce model is more mature, and achieved a more ideal result. However, looking at the current development trend, the future of Chinese tire e-commerce market should be limitless, after all, we have the world's largest auto market, which is the opportunity and challenge for the tire industry chain companies.

Experts believe that the bankruptcy of the largest tire wholesaler in Germany deserves deep thinking from the tire industry in China. Are you ready to face the changes in channel layout and the arrival of the e-commerce wave?

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