Tire+ partnering with CRIA for inaugural 2017 event

New tyre trade show seeks to build high-end platform

From 20 to 22 September 2017 China Rubber Industry Association (CRIA) and China United Rubber Corporation (CURC) will jointly host the new Tire+ tyre trade show at the Shanghai New International Expo Center. The Tire+ expo will be held alongside the 17th China RubberTech. According to the organisers the new show features six particular highlights, but first – before take a closer look at those – here’s a little background.

Last December Tyres & Accessories reported on the last Reifen China show as have known it. Reifen China had previously been organised by Messe Esse in partnership with China United Rubber Company (CURC), but after Messe Essen licensed the Reifen China name to Messe Frankfurt, who in turn have opted to use the brand on a tyre pavilion within the large Automechanika Shanghai event, CURC decided to go it alone and produce a new show – Tire+

Neatly re-positioned in the prime September date position, the new Tire+ show builds on the newly-strengthened partnership between CURC and the Chinese tyre manufacturer’s association CRIA (China Rubber Industry Association). CURC and CRIA’s decision to rejuvenate its connection, bodes well for the success of any future Tire+ shows. Firstly, CRIA brings with it significant influence amongst Chinese tyremakers. Secondly, the refreshed CRIA link brings with it a more domestic market orientation. This is all part of an effort to put the domestic manufacturing base and its respective distributions chains centre stage. However it is more than likely that, if successful, such an effort is likely to draw interest from the biggest manufacturers in the land and even the global brands.

For its part, CURC believes the new Tire+ show features six key highlights: uniqueness; representativeness of national interests; multi-directional promotion; tyre development momentum; upstream/downstream matching opportunities; eight different ways of participating.Uniqueness – With so many Chinese tyre and aftermarket-related exhibitions out there, it is interesting to learn that CURC are pitching Tire+ as unique, but the show’s organisers have a point. The influence and support of associations such as CRIA is very influential in China and this alone helps the even stand out.Representing national interests – Tire+ has been designed to enable domestic tyre entrepreneurs to promote Chinese tyre brands and seek common development plans together. And at a time when consolidation has been happening, is happening and has been predicted to continue – internal market connections represent an important focus.Multi-direction promotion – The idea is that through all this “national tyre brands” will be recognized through various channels such as “media, automobile companies and consumers”. To this end Tire+ reports that more than 20 foreign and domestic media representatives have been invited to the show, providing opportunities for face-to-face communication through interactive forums and onsite activities.Tyre development momentum – Tire+ is also aiming to ride the ongoing wave of tyre development momentum. To this end there will be a number of showcase zones, featuring the Chinese tyre label, China Tyre Safety Week and a future tyre display. All this is designed to make the show a special event rather than a mere trade show.Upstream/downstream matching – In addition efforts are being made to discuss the role of tyres in the OEM business and other distribution channels including the replacing aftermarket. Other topics under discussion include: consumer buying behaviours and after-sales maintenance.Eight ways of participating – And finally there are said to be eight different ways of participating. Unlike other arguably more traditional trade shows, Tire+ offers the obvious show stand option as well as new product showcase, tyre safety week publicity, label tyre showcase, organizing committee membership, exclusive interviews, topic activities and face-to-face communication with automobile enterprises.Commenting on the inaugural Tire+ the general secretary of China Rubber Industry Association, Xu Wenying, said: “CRIA is appealing to foster a closer relationship between the tyre and aftermarket industry while connecting and strengthening businesses and recognition of the Chinese national tyre brands. Excellent national enterprises have social responsibility as well as strengths for the rise and booming of the tyre industry and that is why we set up an organizing committee for Tire+ so as to facilitate a healthy ecosystem within the tyre industry. ”

Meanwhile China United Rubber Corporation (CURC) CEO Ma Junhua added: “Riding on the experience of more than 20 years of industry exploration and the success on the organization of Asian Essen Tire Show (Reifen China) and the International Exhibition on Rubber Technology (RubberTech China), CURC is partnering with CRIA to bring participants an ideal event for business opportunities and information exchange. Tire+ will maximize the possibilities for brand promotion through our show platform and take advantage of the cross-industry attendees.“