It is worth noting that Chinese brand tire companies are increasingly focusing on brand promotion, and overseas mergers and acquisitions may well be a good strategy.
In 2015, China National Chemical Industry Group spent 7.1 billion euros to acquire Pirelli, the international tire giant, and became a typical successful merger and acquisition in China's tire industry.
In March this year, Pirelli and China National Chemicals' Fengshen Tire confirmed the restructuring plan. Fengshen Tire will be established as a large-scale international company focusing on industrial tires business, based in China, listing in China and having global influence.
Professionals believe that enhancing R&D and innovation capability is the fundamental way for Chinese brand tire companies to increase their brand power.
Almost all major international brands have had major inventions and made significant contributions to the development of the world's tire industry.
For example, Goodyear invented the rubber vulcanization method, Dunlop invented the pneumatic tire, Michelin invented the removable tire and the radial tire, and proposed the green tire concept.
Overall, Chinese brand tires can compete with international big names in testing. It can be said that the results of the transformation and upgrading in recent years have become apparent.
However, as far as the passenger vehicle tire market is concerned, the product image of Chinese brand tires needs further improvement. Obviously there is still a long way to go.
At present, the merger and reorganization of the Chinese brand tire industry is accelerating, and this will be a process of ebbing and sanding. Who can stand out and wait and see.
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