Hottest e-commerce analysis report of China's tire

I. tire e-commerce product analysis

June is the traditional e-commerce promotion season, and all e-commerce companies take advantage of the trend to join the war. Taking the opportunity of the mid year promotion, major e-commerce companies are using the gimmick of "price war" to drive consumers' attention and stimulate consumption power and desire. The online operation of major e-commerce companies is full of momentum. According to the statistics of China tire Commerce () e-commerce research center, the sales volume of various tire brands in the first half of 2014 increased compared with last year, and the overall operation performance of tire e-commerce was at the upper middle level

1. The best-selling brand

in the first half of 2014, the global tire leader "Michelin" continued to maintain good performance and was crowned the champion of the tire best seller list in the first half of the year. China's well-known tire brand "Chaoyang" and another well-known tire brand "German horse" also followed, ranking second and third with good sales

2. Top ten best-selling products

according to the data, the "SP T1 205/55r16" of the "Dunlop" tire brand won the first place with sales of more than 2500 pieces in the first half of the year, easily winning the title of "the best-selling single product in the first half of the year". The two star products of "nexen" won the second and third place rankings in the first half of the year with sales of more than 1300 pieces

3. Price distribution of tire e-commerce

in the first half of 2014, the sales price of online tires remained basically unchanged in each month, ranging from 150 yuan to 1500 yuan, while the tire price range of yuan was still the most popular among consumers, with little change in the whole first half of the year. This month, the turnover of tires of yuan and Yuan broke the 40000 mark, reaching more than 44000 pieces. It can be seen from this that the civilian price is still the most popular among consumers

4. Tire brand popularity

on the tire hot Search Board of Taobao tmall in the first half of the year, the world-famous brand "Michelin" led other brands by a narrow margin and successfully won the title of "search popularity champion in the first half of 2014". The domestic brand "Chaoyang" ranked second by a very narrow gap, and other international first-line brands such as "GT", "nexen", "Dunlop" and "German horse brand" also caught up, gaining more search volume in the first half of the year

II. Store analysis

1. Credit rating of tmall flagship store of tires

according to the statistics of China tire Commerce () e-commerce research center, a total of 9 tire brands have entered tmall flagship store at present. According to the existing data, the scores of flagship stores of various tire brands remain at a medium level, whether it is the consistency of product descriptions, or the delivery speed and service attitude of merchants. In addition, from the scoring and evaluation of consumers, it can be seen that at present, the description of merchants is consistent and the satisfaction of service attitude is generally low, which reminds merchants that they still need to work hard in these two aspects

2. Regional distribution of tire e-commerce

in the first half of 2014, the regional pattern of tire e-commerce continued to diversify. Shanghai and Guangdong, two economically developed regions, accounted for more than 70% of the country's e-commerce geographical distribution. Beijing, the first tier city that once occupied the "overlord" position in the e-commerce field, lagged behind Zhejiang by a narrow gap in sales in the first half of the year. Jiangxi and Shandong are developing rapidly, trying to "get a share" in the tire e-commerce market. It can be seen that the comfort of the whole chair is not lower than the current state, and the regional competition of tire e-commerce is bound to be more intense in the future

III. seamless integration of "online and offline" tire e-commerce

the market and profit space brought by the development of e-commerce has attracted more and more traditional industries to join, changing the traditional marketing method and the profit method of enterprises. In recent years, many tire enterprises have begun to test the operation of e-commerce

due to the particularity of its products, tires have long adopted the traditional marketing model of manufacturers, wholesalers, retailers and finally car owners and users, but this model needs to be supported by high gross profit. Today, with the increasingly fierce market competition, the profits of tire wholesalers have become lower and lower

in the traditional tire marketing mode, every level of agents need to make profits, so consumers pay a high transaction cost for this. At the same time, it is difficult for consumers' consumption information to be fed back to manufacturers, resulting in the distortion of industry information transmission. With the current increase in the production capacity of the tire industry, the market has entered the stage of full competition. The profit of tire wholesalers may be only 2%. In addition, the purchase channels of consumers have increased, and the bargaining power has increased. The existing sales model must be changed

at present, there are three main trading modes on China's tire manufacturers. The first mode is to leverage the third-party e-commerce platform, which is a B2C mode, mainly to improve the brand exposure and provide dealers with a certain overall layout and simple customer source. The second is that manufacturers have their own independent business platform, which is also a B2C model. E-commerce is relatively easy, but development needs strong brand support. The third is to leverage the third-party tire e-commerce platform trading service center. This business model is mainly to realize the docking between manufacturers and terminal dealers for new brands

IV. prospects for future tire e-commerce trends

experts believe that at present, foreign tire e-commerce accounts for about 10% of the overall market, while domestic tire e-commerce may account for less than 5%. Compared with foreign countries, the transaction volume in China's tire industry is still small. Delticom, a leading European tire dealer, was founded in 1999. It has 128 stores, 7663 service points, 100 brands and 25000 models and specifications in 42 countries. Its sales in 2013 exceeded 5billion euros. According to this trend, the domestic tire e-commerce market will reach more than 40billion yuan in the next five years

with the popularity of mobile Internet and the application of social media, at present, some domestic influential tire enterprises, dealers and retailers are also constantly exploring the marketing of emerging communication tools. Industry experts believe that in the future tire sales, the concept of regionalization will be slowly broken. For example, there is no concept of regional agents in the American tire industry. In the future, the channel level of big brands will be further reduced, and the value of retailers will be further enhanced. Thanks to the strong appeal of brands among consumers and the support of distribution and installation services provided by many brand dealerships nationwide, e-commerce platforms dominated by strong manufacturers will develop rapidly. At the same time, there will also be great opportunities for the development of tire trading service platforms, because there are many brands of Chinese tire manufacturers, and weak brands can survive and develop only by significantly shortening the channel links, which provides opportunities for e-commerce intermediary platforms

the future competition will break the tradition and break through the Convention. The profit of tire enterprises will depend on the innovation of business model and thinking mode. O2o e-commerce mode should be realized, that is, the seamless connection of "Online + offline" integration. With the flattening of channels, tire marketing will shift from high price and high gross profit to the pursuit of low unit price. You can think of high market share under such conditions. Many traditional channels and businesses will disappear due to future changes. The combination of online and offline, the combination of industry and finance, and service marketing will be the main ways for the development of tire e-commerce