Shandong tire companies need to accelerate the improvement of scientific and technological research and development capabilities

“The tire industry is one of the traditional advantageous industries in Shandong Province, and it occupies an important position in the domestic and international markets. However, many short boards still restrict the healthy and rapid development of the industry. To this end, we must understand the situation, accelerate the pace of transfer and innovation, and advance to the advanced level in the world. We will provide reassurance for the revitalization of China's tire industry." On July 11, 2014, Zhang Hongmin, chairman of Shandong Rubber Industry Association, told the author.

Small production scale resists market risk

It is understood that the tire industry in Shandong Province started in the 1990s. After more than 20 years of development, the single-factory production scale of the backbone enterprises is the same as the single-factory production scale of the world's large-scale tire companies. However, the largest production capacity of the Linglong Tire Company in Shandong Province is only There is 20% of Goodyear.

As of the end of 2013, there were 287 tire manufacturing companies in Shandong Province. Among them, there are 59 radial tire enterprises, and only 28 companies have annual production capacity of over 1.2 million steel radial tires, and only 19 have annual production capacity of semi-steel radial tires exceeding 6 million. There are many small businesses, small scale, low profitability, and weak ability to withstand market risks.

“In 2012, the total sales of the top six tire companies in Shandong Province totaled US$9.375 billion, which was only 1/3 of the sales of Bridgestone, Michelin and other companies. Large world tires such as Bridgestone, Michelin and Goodyear The annual production capacity of the company has reached more than 200 million. There is still a big gap between the tire industry in Shandong Province and the world advanced level." Zhang Hongmin said.

To this end, Shandong Province has guided leading companies such as Delta, Delicate, Double Star, Saizhou Group (Jinyu), Xingyuan, Shengtai and Hengfeng to use Bridgestone and Michelin as research benchmarks, through technology upgrades, integration of resources, and enhancement of supporting facilities. Collaboration, mergers, and alliances have become stronger and stronger. It is also understood that the forthcoming Implementation Plan for the Transformation and Upgrade of the Tire Industry in Shandong Province requires that by 2017, seven key enterprises will initially form a development model of “headquarters + R&D center + production area layout”, and the proportion of output in the province will increase to 60% or so, the proportion of green tire products will reach more than 50%; by 2020, the output will account for more than 65% of the province's output, and the proportion of green tire products will exceed 60%.

High-end products less brand building need to take a big step

After a rapid development of the tire industry in Shandong Province, Delta, Delicatessen, Sailing Group (Jinyu) and Double Star have become the major supporting manufacturers of China FAW and Jinan CNHTC. Delta has provided support for many world-renowned construction machinery manufacturers such as Caterpillar, Terex, and Volvo. Exquisite UHP tires have entered the global procurement system of GM, Ford, Brazil Hyundai, Renault Nissan, Tata and other world-class automotive plants. However, the development of the tire industry in Shandong province started late. Both the product quality and brand awareness are lower than the world's large-scale tire companies.

“Shandong Province does not have domestically-funded tire companies that can support mid-to-high-end international car brands worth more than 200,000 yuan. The radial passenger car tires are mainly used to replace the market. There are only two companies in the province: radial tires and milligrams. Is in the research and development stage. Compared with Michelin, Bridgestone, etc., Shandong Province tire products in the quality, performance, there is still a certain gap." Zhang Hongmin said.

“As a highly-competitive automobile accessory product, ordinary consumers cannot accurately distinguish the performance of the tires, and the purchase behavior is greatly influenced by the brand. Taking the tire products exported to the United States in 2013 as an example, the price is only 80 percent of the average price in the US tire market. %, the brand has a decisive role in the market share of tires and product prices, therefore, Shandong tire companies still have a long way to go in this regard.” Said Wei Shuji, a triangle tire company.

At present, the province is accelerating the formulation of the "Trusting Program for the Tire Industry in Shandong Province" based on the "Guiding Opinions on Accelerating the Brand Construction of China's Industrial Enterprises." It will promote the brand awareness and reputation of Shandong and increase the value of the tire brand in Shandong. .

Technological development weak independent innovation needs to be improved

Less investment in research and development of science and technology, resulting in weak innovation ability is another shortcoming for the healthy development of the tire industry in Shandong Province. According to statistics, although some key enterprises' R&D investment accounted for 2%~3% of sales revenue, actual investment was only around US$50 million. Michelin's R&D investment accounted for more than 3% of sales revenue and invested more than US$800 million.

The lack of innovation capacity is directly reflected in the number of R&D results. Taking the number of invention patent applications as an example, as of the end of 2013, Michelin and Bridgestone applied for more than 600 patents for inventions in China, and the top five companies in Shandong Province had only 119 in total.

A person in charge of a tire company said: “The overcapacity in the tire industry, the small size of our business is difficult to survive, there is no extra money invested in science and technology, coupled with the risk of scientific research and development, we dare not get involved.”

His words represent the status quo of many companies. The shortage of funds has become another bottleneck restricting the development of innovation. In order to change this situation, Shandong Province relies on Qingdao University of Science and Technology, National Rubber and Tire Engineering Technology Center to strengthen the research and development of new technologies and new processes, and continuously improve passenger radial tires, light-duty radial tires, radial tires and engineering radial tires. And other product performance indicators, and relying on the triangle, exquisite, Sailing Group (Jinyu), Double Star and other key enterprises to develop and produce high-end varieties of safety tires, smart tires.

In addition, Shandong Province has continued to implement major special projects for independent innovation, focusing on providing funding support for the construction of existing national and provincial engineering and technology research centers, laboratories, and enterprise technology centers; and for the demonstration of industrial transformation and upgrading. The major new technologies, new technologies, etc. will be rewarded; priority will be given to supporting industrial projects such as special synthetic rubber and green rubber additives that are beneficial to the transformation and upgrading of the tire industry.

Lack of testing capacity in tire test sites

It is understood that Shandong has so far not had a tire testing ground for tire companies or third-party organizations (only two are under construction). Tests on the actual field test data, performance evaluation, and technical improvement of the tires have been unable to be discussed, seriously restricting Shandong. Provincial tire products are supported by world-renowned car brands. At present, there are 55 professional tire testing sites built worldwide. Foreign large tire manufacturers have built their own tire testing grounds, including 7 Michelin, 11 Bridgestone, 6 Goodyear, and 3 Pirelli.

“The construction of a comprehensive tire testing ground with advanced levels that can meet tire research and development and meet the requirements of EU regulatory standards will be one of the important ways for the tire industry in Shandong Province to undergo transformation and upgrading.” said Wang Feng, Chairman of Linglong Tire Company. .

To this end, Shandong Province has spared no effort to accelerate the construction of tire testing sites. The approved Dongying Guangrao and Linglong Group tire test sites are accelerating the progress of construction and will be put into use in 2016. After the completion of the pilot plant, it will continue to operate in a market-oriented manner, and provide comprehensive tire performance testing and testing services such as maneuverability, torsion resistance, noise, side slip, rolling resistance, water slip, and road adhesion to the tire industry in the country.

"I believe that through the joint efforts of government and enterprises, the tire industry in Shandong Province to the world advanced level of the goal can be achieved smoothly." Zhang Hongmin said.