As an industrial product, for a long time, due to its particularity, the marketing model of motorcycle tires has been from manufacturers to wholesalers to retailers, and finally to car owners and users. However, this sales model needs to be supported by high gross profit. In today's increasingly fierce market competition, the profit of motorcycle tyre wholesalers has become lower and lower.
In the traditional motorcycle tire marketing model, each level of agents needs to be profitable, so consumers pay a high transaction cost for this, and it is difficult for consumers to feed back consumer information to manufacturers, resulting in distortion of industry information transmission. With the current increase in the production capacity of the motorcycle tire industry, the market has entered a stage of full competition. The profit of motorcycle tire wholesalers may only be 2%. In addition, consumers have increased purchasing channels and increased bargaining power. The existing sales model must be changed.
motorcycle tyre e-commerce should go O2O
It is understood that in the European market, the sales of motorcycle tire companies through the e-commerce model account for 9% of the total sales, especially the Netherlands and Germany are very mature. Compared with foreign countries, the online transaction volume of my country's motorcycle tire industry is still very small, and e-commerce sales may account for less than 5% of the overall market.
However, industry experts also believe that in the future motorcycle tire sales, the concept of regionalization will be gradually broken. For example, the American motorcycle tire industry does not have the concept of regional agents. In the future, the channel hierarchy of big brands will be further reduced, and the value of retailers will be further enhanced. Thanks to the strong appeal of the brand among consumers and the support of distribution and installation services in many brand dealerships across the country, the e-commerce platform dominated by strong manufacturers will develop rapidly. At the same time, motorcycle tire trading service platforms will also have great development opportunities, because there are many brands of motorcycle tire manufacturers in China, and weak brands can survive and develop only by greatly shortening the channel links, which provides opportunities for e-commerce intermediary platforms.
The competition in the future will break the tradition and break the routine. The profit of motorcycle tyre companies will depend on the innovation of business model and way of thinking. The O2O e-commerce model should be realized, that is, the seamless connection of "online + offline" integration. Offline business opportunities are combined with the Internet, making the Internet the front desk for offline transactions. In this way, the offline services of motorcycle tire companies can be used online to attract customers, consumers can use online to screen services, and transactions can be settled online, which will soon reach scale.
