Analysis report on e-commerce of China's tire industry in july2014

一、 Analysis of tire e-commerce products

In June 2014, the upsurge of mid year promotion did not subside. In July, tire e-commerce sales were still booming. Full of momentum. According to the statistics of the e-commerce research center of China tire business network (www.tirechina.net), the sales volume of all tire brands increased in July 2014, and the overall operation performance of tire e-commerce was at a rising level.

1.Best selling brand

In july2014, "Michelin", the global tire leader, continued to maintain good performance, and was crowned the champion of this month's tire best seller list, leaving the second "Dunlop" and the third "German horse" far behind.

2. Top 10 best selling products

According to the data, the "SP T1 205/55r16 Langyi" of the "Dunlop" tire brand took the lead with the sales volume of nearly 800 pieces this month, and easily won the title of "the best-selling single product of this month". "Haoyue 205/55r16 91v/w" of the "Michelin" tire brand ranked second with a single piece sales volume of 520 this month. Goodyear tire "nct5 3-groove 195/65r15 91v Passat" successfully ranked among the top three best-selling products with the sales volume of 497 pieces.

3. Tire e-commerce price distribution

In july2014, the sales price of online tires remained basically unchanged, ranging from 150 yuan to 1500 yuan, while the price range of 200-500 yuan was still the most popular among consumers, with little change compared with the first half of the year. This month, the turnover of tires of 200-300 yuan and 400-500 yuan broke the 8000 pieces mark, while 300-400 pieces were close to 13000 pieces. From this, we can see that the civilian price is still the most popular among consumers.

4. Tire brand heat

On the tire hot search version of tmall.com on Taobao in July, the world-famous brand "Michelin" led other brands by a large margin and successfully won the title of "monthly search hot champion". While "Dunlop" ranked second this month, other first-line brands such as "Chaoyang", "GT", "nexen" and "German horse" also rose to catch up, gaining more search volume this month.

二、 Store analysis

1.Credit rating of tmall tire flagship store

According to the statistics of the e-commerce research center of China tire commerce website (www.tirechina.net), there are 10 tire brands in tmall flagship stores. According to the existing data, the scores of flagship stores of various tire brands are maintained at a medium level regardless of the consistency of product descriptions, 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 the merchants is consistent and the satisfaction with the service attitude is generally low, and tire merchants still need to make more efforts in these two aspects.

2. Geographical distribution of tire E-commerce

In this month, the regional pattern of tire e-commerce still tends to be diversified. The regional distribution of e-commerce in Shanghai and Guangzhou accounts for 70% of the national total. Beijing, the first tier city that once occupied the "overlord" position in the e-commerce field, fell behind Zhejiang by a small margin in sales this month. With the rapid development of Jiangxi and Shandong, they are trying to "get more share" in the tire e-commerce market, which shows that the regional competition of tire e-commerce is bound to be more intense in the future.

3、 Online purchase of tires is risky, and you should be cautious

In the fierce competitive environment of the domestic tire market, many car owners will encounter the situation of shoddy tires and fake tires when changing tires for their cars. How to choose safe and reliable tires through online shopping is indeed a knowledge.

So, what problems should car owners pay attention to when buying tires in order to avoid buying fake tires? First of all, a safe and reliable trading platform should be selected. Secondly, when the owner receives the goods, he should carefully check to see if there are traces of grinding on the tires. If there are problems, he should communicate with the buyer in time. To identify the true and false tires, we also need to adhere to the three look principle: first, check whether the tire identification is complete - the authentic products have good packaging quality, clear handwriting and bright overprint color; Second, look at the fineness of tire processing. If the cords on the inner surface of the tire are unevenly distributed and uneven, and some cords are exposed, it must be a fake product; III. check whether the specification and model of the tire are consistent with the original model. If the tire or rim does not match, it is also a counterfeit product.