Shandong Duratti Rubber Corporation is planning to make a foray into TBR production in the future.
Duratti Sees Potential in TBR Segment
Duratti Group tyre producing subsidiary Shandong Duratti Rubber Corporation is planning to make a foray into TBR production in the future. Duratti has grown cautiously right from the beginning, and despite plans to foray in both the PCR and TBR segment, the company is currently limiting its growth plans to the PCR segment due to continued turmoil in the global market.
“The international tyre market has gone through tough times in last five years, therefore, instead of foraying into both segments, we prefer to put all our resources in developing our brand in PCR segment only,” said Luis, Export Director, Shandong Duratti Rubber Corporation Co. Ltd during the CITEXPO tyre show.
Currently, the Shandong based tyre producer manufactures PCR tyres under the ‘Rydanz’ brand name. Established in 2013, the company launched production in April 2014 and manufactures 10,000 PCR tyres each day.
When asked if the decision to stick to PCR tyres was connected to anti-dumping tariffs prevalent in many markets on TBR tyres, he expressed the view that the market for TBR tyres is still open, and there is room for growth even in markets that have imposed high anti-dumping tariffs on TBR tyres. “For example, despite high anti-dumping duties in various markets of South America, there are still sizes open for import,” he said. He further emphasised, “If you have the right products and customers, you can sell tyres anywhere.”
Duratti’s next foray is likely to be in TBR tyres in the next few years. “This will definitely be the next step but no timeline has been fixed as yet,” he emphasised.
The company has not forayed into too many segments as it is a young company, and the focus remains on brand building through quality products. “We have to produce better quality products, even better than other brands considering low claim rates, to establish ourselves in the highly competitive Chinese market.”
On expanding PCR capacity further, Luis said, “The last few years have been difficult for the Chinese tyre industry. Lots of companies have gone bankrupt as they have kept on doubling capacity every year, and once capacity had increased to a level which their sales could not match, they were forced to lower prices leading to a price war in the market.”
Duratti’s strategy is to grow step-by-step to keep the operation profitable. “Our installed PCR capacity is in between 12,000-14,000 tyres but we produce 10,000 pieces each day and export 70-80% of the production to Asia, Latin America, Africa and the Middle East market,” he said. The company believe it has enough PCR capacity for the next two years.
On pricing compared to other Chinese tyre brands, he said, “We are not highly priced but certainly not the cheapest. We are a profitable and healthy company and are not selling on losses by dropping our prices.” The company has plans to launch ‘Duratti’ as a hi-end brand in the future.
雷登拟未来扩展至卡客车子午胎领域
雷登集团旗下制造轮胎的子公司–山东多路驰橡胶股份有限公司计划在未来进军卡客车子午胎市场。尽管多路驰有进军轿车子午胎和卡客车子午胎的计划，它从一开始就对扩张分外谨慎。全球市场的持续动荡，使该公司决定将扩张计划集中在轿车子午胎领域。
“国际轮胎市场度过了艰难的5年，因此与其同时进军两个领域，我们决定将资源放在发展我们的轿车子午胎品牌上。 ”山东多路驰橡胶股份有限公司出口总监Luis 在CITEXPO 展览会中表示 。
目前，该位于山东的轮胎制造商生产雷登（Rydanz）品牌的轿车子午胎。成立于2013年，该公司于2014年投产，每年生产10,000 条轿车子午胎。
询及他们决定将发展重点放在轿车子午胎是否与许多市场向中国进口的卡客车子午胎征收反倾销税有关时，他的看法是卡客车子午胎市场依然是开放的，而且即便是在征收高反倾销税的国家仍有着成长空间。“比方说，尽管南美洲的一些市场实施相当高的反倾销税，但对某些 轮胎尺寸的进口却持着开放态度。”他表示。他也进一步强调：“如果你有适合的产品和客户，你就能够在任何地方销售轮胎。”
该公司计划在接下来的几年里进军卡客车子午胎领域。“这确实是我们的下一步，但我们还不知道会在什么时候。”
多路驰是家年轻的公司，因此所涉猎的领域不多，而透过优质产品建立品牌，依然是他们的重点。“我们必须制造出更多比其他品牌更为优质，索赔率低的产品，以便在高度竞争的中国市场建立起知名度。”
在进一步扩充轿车子午胎产能方面，他说：“过去的几年对中国轮胎行业来说非常困难。许多公司因为每年将产能提高两倍而破产，一旦他们的产能增加到销售无法达到的水平时，他们就被逼降低价格，形成价格战。”
多路驰的策略是按部就班地增长，以维持有利可图的运营。“我们的轿车子午胎产能是介于12,000至14,000条之间，但我们目前每日生产10,000条和将70至80%的产品出口到亚洲、拉丁美洲、非洲及中东市场。”该公司相信他们在未来的两年里拥有足够的轿车子午胎产能。
相较于其他中国轮胎品牌的价格，他说：“我们的价格没有定得太高，但也不是最便宜的那个。我们是个健康，有盈利的公司，不会亏本销售轮胎。”该公司计划在未来将雷登品牌推介成高端品牌。
