A year of growth is nearly 10 billion yuan!On the brand track, the "gold" acceleration is driven out of the racing wheel

Fengkou Finance reporter Wang Beibei

Qingdao, which is based on "Gongfu Qingdao · Zhizhong City" as the new brand of the city, is fighting for new kinetic energy for the city's strength.

Obviously, in the new era, Qingdao firmly embarked on the road of high -quality development of cities with the brand. The traditional manufacturing advantage is still the biggest confidence and support of the city.

Recently, (the 19th) World Brand Conference, hosted by the World Brand Lab, was held in Beijing. At the meeting, the analysis report of "China's 500 Most Valuable Brand" was released at the meeting. Brand brands such as home appliances, tires, petrochemicals, food and beverages have become strong backing of the Qingdao brand strong city.

Among them, the railway was 68.568 billion yuan in brand value, ranking 119th, an increase of 9.812 billion yuan last year. This is the sixth time the Rachel was selected for the list after the first list of the first list of brand value in 2017 for the first time in 2017.

Why does brand value increase by nearly 10 billion yuan a year? In the case of complex and changing market environment, the racing wheels can continue to refresh the transcript, reflecting the company's determination and strength of the brand to strengthen the brand. The vivid footnote of the city's growth ".

The technical breakthrough, the "gold" acceleration runs out of the racing

The curve overtaking of the wheel brand value is inseparable from a series of brand combinations that they have played, especially the brand blessing of liquid golden tires.

In recent years, domestic tire companies have encountered anti -subsidy and anti -dumping surveys. Domestic head companies such as wheel tires have gradually accelerated the global layout, and they have achieved good results in Southeast Asia and European construction factories to avoid trade barriers.

Up to now, the production capacity of the current and abroad at home and abroad is expected to reach its production in 2022. The annual production capacity will increase by 2.4 million full steel tires, 8.5 million semi -steel tires, and 10,000 tons of non -road tires. The Vietnam Phase III (1 million full steel tires, 3 million semi -steel tires and 50,000 tons of non -road tires) under construction overseas and Cambodia (1.65 million full steel tires and 9 million semi -steel tires) are also expected to be in 2023 Established in the year.

On the one hand, the construction of tire projects further expands the scale advantage; on the other hand, the global layout of production capacity will greatly enhance the brand's global influence. In March of this year, the global independent third -party brand value assessment and consulting company -Brand Finance released the world's most valuable tire brand list in 2022. The wheel tires were successfully entered the list and ranked 12th in the list. Essence

Product power is the confidence of China's tires to high -end markets in the global tires. The use of liquid gold tires in the races has triggered a revolution in the tire industry, and liquid golden tires have become key chips to change China's tires for a long time in the global high -end market.

In December 2021, the rotation liquid gold tires were launched globally, and the wheel took the lead in pushing the liquid gold card passenger tire to the market. In order to better cover the global market, at the German Cologne International Tire Exhibition in May this year, the Runa launched a number of liquid gold passenger car, card passenger tires and special tires developed for the European and American markets. It shows amazing excellent performance, reaching or even surpassing international tire brands.

Immediately after June 16th, the new product of the liquid gold passenger tires of the Run Group was released. This means that liquid golden tires are officially settled in the domestic passenger car market. Consumers can buy liquid golden tires on the domestic and offline domestic lines and offline, which also allows liquid golden tires to directly reach consumers.

In the era of new energy vehicles, domestic tires "drive" new opportunities

The rapid development of new energy vehicles has brought new opportunities to the upgrading of the domestic tire industry. At present, new energy vehicles are generally equipped with traditional tires, and new energy vehicles are in the early stages of promotion. From the perspective of new energy vehicles sold in 2021, only the Michelin PS EV and Han Tai Wantu Shi S1 EVO3 EV, which are equipped with Tesla Model Y, are special tires for electric vehicles, and the remaining tires are still traditional tires. Domestic tire companies have been in cooperation with new energy vehicle companies for a long time, and new energy vehicles have been launched. They have performed well in various tests and are expected to support new energy models.

Recently, the racing tires said on the interactive platform that the company's tires have entered the supporting system of some new energy vehicles, such as BAIC, Hezhong, Zero Run, Great Wall and other new energy models.

Industry insiders said that the rapid development of new energy vehicles has brought domestic tire companies the opportunity to stand on the same starting line with foreign tire companies.

In the field of traditional tires, domestic tire companies have long been in brand depression for a long time. From the perspective of market proportion, foreign -funded enterprises account for about 70%of the car tire market share, and local enterprises only get about 30%, and they are mainly concentrated in replacing the market. On the whole Multi -level competition pattern with a low degree. Relevant reports show that due to factors such as brand premiums, the unit price of tires in our province is less than 40%of the Michelin tires, and the average price of passenger tires is only about 55%of foreign brands.

In recent years, tire companies represented by the wheels have adhered to the brand's international path, and continuously enhanced the brand's influence and industry competitiveness through multi -channel, multi -form, and diversified brand activities. Making domestic tires is no longer synonymous with low -end, the quality of domestic tires is improved, and high -end application scenarios have continued to break through. In June last year, the Damir Idiyatulin of the Run Tire Drifting Team won the championship in the IDC (Drifting World Cup) alone. This is the best result of Chinese tire brands in the drift race and even world -class car events. The first world championship after the stadium after the field has shined in the top competition, which has once again been confirmed by the quality of the racing. The continuous improvement of domestic fetal companies, represented by the wheels, etc., has made domestic tires “driving” the high -end market for “driving” by “driving”.

Expansion of production and strong brands, racing leads leading domestic tire upgrades

The increase in the competitiveness of the Runner brand also benefits from its exploration in scientific and technological innovation.

As we all know, the application of new liquid gold materials in tires has triggered the fourth industrial revolution of the tire. As a new technology, the racing wheel has been actively exploring in how to industrialize.

On June 26, 2022, the racing tire released the research report of the feasibility of 500,000 tons of functionalized new materials in Qingdao Dongjiakou. The report shows that the racing is intended to invest 2.302 billion yuan to build a new material of 500,000 tons of functionalization of 500,000 tons. The project has a construction cycle of 36 months, of which 1.163 billion yuan is invested in the first phase. The construction scale is 200,000 tons of new materials, and the first phase of the construction cycle is 18 months.

According to reports, the project raw materials are liquid golden materials and other rubber materials. The target rubber is obtained through the mixed refiner, and the film is processed by multiple steps. The functional new materials produced by this project have excellent comprehensive performance and can be used as a production raw material for low -rolling resistance, high humidity and smoothness, and high -resistance to high -performance tires. The passenger car tires produced by this material have rolled resistance and moisturizing slipperyability to the EU label regulations A -level standard. At the same time, the mileage of tires in the road test can reach 270,000 kilometers, and various indicators have reached the international advanced level. It can be said that the investment and construction of functional new material projects will accelerate the promotion and application of liquid gold tires. "The industrialization of liquid gold tires will greatly enhance the market competitiveness of the wheel products and reverse the current situation of weak premium capacity of domestic tire brands." The person in charge of the wheels introduced.

Relevant experts said that during the "Fourteenth Five -Year Plan" period, it was the critical period of my country's leap from a tire country to a tire power. Shandong also proposed to build a strong province of tires. Deeply cultivate brand cultivation and continue to implement the brand strategy. To a certain extent, the racing brand broke the sample demonstration for Chinese tire companies.

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