In this global financial crisis, tires are the most affected industries, and the demand for their matching tire molds has also decreased. In order to seize the market, many tire mold enterprises have recently sharply reduced their prices. At present, the price of each mold has fallen by nearly 100,000 yuan from the peak price of 250,000 yuan, and the price war smoke has become stronger. It is understood that due to the rapid expansion of tire production capacity, the demand for mold has increased significantly. After 2000, a large number of tire mold projects have been launched. However, due to the serious problem of product homogeneity, there has been an oversupply phenomenon in the previous years. With the continuous deepening of the global financial crisis, the tire export market has shrunk and the tire companies' operations have been greatly affected, and the tire mold market has also shrunk. In order to maintain a place in the market, many tire mold factories in the reduction in operating rates, while constantly lowering product prices, so that the original profit margins are not high in the tire mold companies in the price war and then part of the profit space to hand over, some companies In a struggling situation. Hong Huiping, chairman of the head mould branch of the China Rubber Industry Association and general manager of Guangzhou Wheel Mold Co., Ltd., said that the impact of the financial crisis is still spreading, and the losses caused to the real economy will be further expanded. From the current development trend of the tire industry, the total demand for tire molds has been decreasing in the recent period. In 2009, the tire mold industry development situation is not optimistic. At the same time, he also believes that the demand structure of tire molds is not evenly divided, and the differentiated market still has potential. Hong Huiping said that it is estimated that shipments of all-steel RTR radial tire molds have dropped by about 40% year-on-year, while those of car tires, especially 17-inch, 20-inch, and 22-inch high-performance passenger car tire molds, are too busy for business. The small-displacement vehicle subsidy policy has allowed the sales of mid- to low-grade cars to go all the way, and the corresponding increase in the sales of tire molds is also evident. For a long time in the past, the economic growth of the tire mold industry was dependent on investment. Overcapacity led to low-end competition for low-end and mid-range products. However, in terms of high-performance molds, we are still far from the international advanced level. Complex, precise, long-life, high-performance molds are still imported. The difference between different molds is very big. It is impossible for a company to eat all the way. Only by finding out the direction and positioning of its own products can the development potential be revealed more quickly. Zhang Yan, General Manager of Shandong Haomai Machinery Technology Co., Ltd. said that foreign tire companies have gradually recognized Chinese-made tire molds on non-high-end products. Some companies have already decided to purchase large quantities of Chinese tires, especially if the financial crisis deepens. These companies are more willing to purchase cost-effective products in China. He said that when the tire giants purchase, the price is not the first priority, they are more concerned about the duration and product quality, if you can not meet the delivery time, will miss orders. He believes that the use of great wisdom for foreign high-end customers. Many foreign companies are skeptical about the quality of molds that are too low in price. They always fight price wars. Big cakes in foreign markets can't eat. According to Hong Huiping, from the current situation, the most seriously affected companies are those with low technological content, low added value, and low risk resistance. At present, if domestic companies want to improve their overall risk resistance, they must vigorously advocate corporate innovation, promote innovation through innovation, promote product structure adjustment through innovation, change backward ideas through innovation, promote technological progress through innovation, and drive innovation through innovation. change. He believes that the price war can only allow companies to enter a vicious circle. By creating new products with the highest standards in the world and opening up new markets, it is the fundamental way to turn crisis into opportunities and the most effective solution; shorten delivery time and control. Cost, good after-sales service, can serve the tire industry, so as to develop itself; advocate the coordination of the market, seek common development, do not blindly conduct price competition, with high quality, punctual, reasonable prices and good service. Get market recognition.