虎门谷歌竞价推广轮胎行业报告：万亿赛道本土胎企加速全球替代
报告出品方：中泰证券 | Report Publisher: Zhongtai Securities
一、市场空间与增长驱动力 | Part 1: Market Size & Growth Drivers
1. 国内市场规模 | Domestic Market Size
• 配套市场：2026年预计650亿元，2024-26年CAGR 6%
• OEM Market: Estimated 65 billion CNY by 2026, 2024-26 CAGR 6%
• 替换市场：2026年达3000亿元，CAGR 7%
• Replacement Market: 300 billion CNY by 2026, CAGR 7%
• 全球规模：2026年全球轮胎市场约1.1万亿元
• Global Scale: ~1.1 trillion CNY global tire market by 2026
2. 核心增长驱动力 | Key Growth Drivers
• 保有量增长：2023年中国千人汽车保有量238辆，较发达国家400-800辆仍有差距
• Vehicle Ownership: 238 vehicles/1000 people in China (2023) vs 400-800 in developed countries
• 消费升级：大尺寸轮胎(≥17寸)占比从2020年38.7%持续提升
• Premiumization: Large-size tires (≥17") accounted for 38.7% in 2020 (+2.5pct YoY)
• 海外扩张：赛轮轮胎2023年海外营收193亿元(+13%)
• Overseas Expansion: Sailun Tire achieved 19.3 billion CNY overseas revenue in 2023 (+13% YoY)
二、竞争格局演变 | Part 2: Competitive Landscape
1. 本土化进程 | Localization Trend
• 当前本土品牌市占率约30%，中期目标40%+，长期有望达80%
• Current local brand share: ~30%, Mid-term target: 40%+, Long-term potential: 80%
2. 全球格局变化 | Global Competition
• CR10从2010年68.6%降至2020年64.7%
• CR10 declined from 68.6% (2010) to 64.7% (2020)
• 中国品牌在全球75强中份额达21%(较2010年+5.1pct)
• Chinese brands accounted for 21% in global top 75 (+5.1pct vs 2010)
三、突破路径 | Part 3: Growth Strategies
1. 技术突破 | Technology Breakthroughs
• 轮胎配方和花纹设计是核心技术壁垒
• Tire compound formula and tread pattern are core technologies
2. 品牌建设 | Brand Building
• 参考韩泰轮胎通过赛事赞助(如电动方程式)和高端车配套(奔驰/宝马)提升品牌力
• Following Hankook's strategy: Motorsport sponsorships (e.g. Formula E) and premium OEM partnerships (Mercedes/BMW)
3. 全球化布局 | Globalization
• 重点开拓南美、中东欧、东南亚等无贸易限制市场
• Focus on trade-friendly markets: South America, Eastern Europe, Southeast Asia
行业关键词：轮胎行业 汽车后市场 配套轮胎 替换轮胎 全球化布局
Industry Keywords: Tire Industry, Automotive Aftermarket, OEM Tires, Replacement Tires, Global Expansion
更多深度分析请查阅完整报告 | For detailed analysis please refer to the full report
