How to open an online tire and wheel store: numbers, facts, launch experience. Will tire recycling pay off as a business: reviews of entrepreneurs and nuances How to open your own tire center

Trade in tires, wheels and car accessories is an interesting segment. But the success of a business in it largely depends on the correct relationship with suppliers. Below you will find typical questions that need to be answered if you are planning to open an online store selling tires and wheels.

In the photo: Igor Karpachev, Development Director of MarketMixer

Below are some typical questions that you absolutely need to pay attention to if you are just planning to open an online store or marketplace selling tires and wheels. If you are already an experienced salesperson and are thinking about how to further optimize your work with tire and wheel suppliers, you may also find useful parts for yourself.

So where do you start?

1. Own warehouse or sale from supplier's warehouse?

One of the main questions faced by online store owners is the question of selling from their own warehouse, or the so-called dropshipping, or sale from the supplier's warehouse.

Selling from your own warehouse makes sense if you have an active offline business - one or several stores selling tires and wheels at retail, and you are planning to open an online store that will help supplement your business with online sales.

The main criterion is the availability of premises for a warehouse or the possibility of inexpensive rent of such a location. The maintenance of the warehouse space (and staff) will be one of the main expenses for your business, so you need to pay special attention to this issue.

Tires and wheels are bulky goods. There can also be many options and brands. Therefore, the premises for the warehouse must be chosen appropriately.

If you do not have a network of traditional retail stores, then the most realistic thing would be to open a business selling tires and wheels according to the dropshipping model, i.e. from the supplier's warehouse. The advantages of this approach are obvious. You do not need your own warehouse, you do not need personnel who will service the dispatch and delivery of goods, you do not need to deal with logistics, returns and other processes.

Below we will tell you about the details of the sales of tires and wheels by dropshipping model, which will help you make the right decisions.

2. Premium brands, middle segment, mass segment or mix?

Another important question is what brands of tires and wheels will you choose for sale? Will your online store only sell premium brands? Or only brands of tires and wheels of the middle segment? Or do you want to represent mass market models? Or a mix? These are all important questions, the answers to which are desirable before starting a business.

Premium brands can give you higher margins.Selling premium brands, however, is more difficult. This is a niche product that will sell well if you have been in the tire and wheel business for a long time and you have an established customer base. Knowing the needs of your customers, you can more easily select an assortment and focus on demand.

Middle segment brands focused on customers who know and trust good quality, but are not ready to overpay for a premium brand. There are undoubtedly more clients in the middle segment. The margin on such sales will be slightly lower, but the sales and marketing themselves will be simpler in comparison with the marketing and sales of premium brand tires and wheels.

Mainstream tire and wheel brands will bring the most customers to your online store. However, the margin on such sales will be minimal. Selling a mass product also requires the widest possible marketing support, since you will need to tell the widest possible circle of potential buyers about your product.

Mix of premium brands of tires and wheels, brands of the middle segment and brands of the mass market - this is, apparently, the most difficult combination to implement. Observing a combination of different brands of tires and wheels within one online store, customers will not understand who your offer is for. The combination of high, medium and low prices and the diversity of brands is likely to scare off a new buyer, who will be lost in the choice. It makes sense to introduce a product mix if you have already accumulated a customer base of buyers of tires and wheels and are planning further growth and development of your business.

3. Winter tires, summer tires, all season tires or the whole range?

Since tires and rims are mostly seasonal items, it also makes sense to consider whether you plan to offer the entire range, or focus your efforts only on a particular season item.

Most online retailers choose the strategy of presenting a complete range of tires and wheels - winter, summer and all-season tires. However, again, due to the seasonality of the tire and wheel business, it may make sense to complement the tire and wheel sales (which will sell well during the season and poorly sold during the season) with other products that will have more stable sales during the season. the whole year. Such goods can, for example, be auto accessories or the most typical auto parts.

As your online store's sales grow, knowing your sales statistics will help you actively manage, supplement and update your assortment to achieve the most profitable combination of seasonal and off-season products for you. Active assortment management will also help drive profitability.

4. Range renewability and inventory level tracking?

When choosing a tire and wheel supplier, pay attention to the requirements and opportunities for updating the assortment and tracking stock levels both in your online store and in the supplier's warehouse. With a dropshipping (selling from a vendor warehouse) model, the inventory level and range in your virtual warehouse will be directly related to the inventory level and range in your vendor or vendor's warehouse.

The issue and problem of keeping track of stock levels and updating the assortment becomes an order of magnitude more complex if you work with more than one supplier. The complexity of this problem also increases exponentially as the range expands.

Imagine that your online store represents 1000 products from 5 suppliers. If a part of an assortment can be supplied by more than one supplier, and each supplier is able to supply several hundred items, the issue of tracking stock levels and updating the assortment cannot be resolved manually in a reasonable time.

Make sure that your online store will receive information about the rate of change of stocks for a particular item of goods in the supplier's warehouse. For example, if there are fewer than five items of a particular item left in a supplier's warehouse, offering that item is risky because it may not be available at the time of sale.

Agree, having spent a lot of money on attracting customers and increasing conversion in the sales funnel, you will be very upset if you lose a customer due to the lack of the desired product in the supplier's warehouse.

When choosing suppliers of tires and wheels, be sure to pay attention to the requirements for the minimum and recommended retail prices of the MRC / RRC. It is customary for some vendors in the industry to actively monitor their partners' retail prices.

Large suppliers ensure that the MRP / RRP is respected. In practice, this may mean that further shipments may be stopped for the online store due to non-compliance with the recommended retail prices.

If, to select the best conditions, you plan to work with several suppliers whose assortment partially overlaps, it will not be easy to comply with the recommended prices because of the difficulties in comparing products from different suppliers. Differences can arise even due to a small mistake in the name of the product, such as the absence of the XL index in the product from one of the suppliers.

Pay attention to the requirement to comply with the MRP / RRP, ask suppliers for recommended prices and always keep your prices at the specified level.

6. Integration with the supplier's internal system?

An essential point, especially with the growth of the assortment and the variability of goods on the showcase of the online store, is the possibility and degree of integration with the systems of suppliers.

Think about how suppliers will send you updated price lists.

Will this happen once a day, once a week, or once a month?
Is the supplier ready to provide a single format for price lists during the period of cooperation?
To what extent will the presentation formats of different providers be combined?
Will the internal systems of your online store be able to accept and process the data of price list updates with the required frequency?

Until now, the issue of updating price lists is often left at the mercy of content managers. This solution does not scale with the growth of data volume (it will be necessary to hire new employees). There is a very high risk of human error when hiring content managers. If the assortment and demand or the seasonality of sales change, it will not be easy to react to changes in the volume of processed data.

It would not be superfluous to add that a content manager can quit and take knowledge with him, he will need vacations, a workplace, he must be smart, diligent and neat, that is, not very cheap. At the same time, his work will be monotonous and can quickly get bored.

Therefore, decisions on working with price lists, updating content, levels of stocks and assortment on the site, more and more makes sense to trust automation.

7. Data reliability?

The next question for negotiations with the supplier is how much you can trust the received data. Pay close attention to this and check to see if the inventory levels and assortment accuracy the supplier is giving you is true.

Find and get started with multiple providers and compare them for the accuracy and relevance of the data provided. Such an analysis will pay off in full, since the sales of your online store of tires and wheels, especially if you work according to the dropshipping model, completely depend on the reliability and reliability of the data of your suppliers.

8. Is the company reliable?

Collect information to demonstrate that your potential tire and wheel suppliers are reasonably reliable. Find out in the market how they work? How well and regularly are the bills paid? How are partners treated? Are market participants aware of the scandals involving your potential suppliers? Collect reviews from other online stores working with the same vendors.

This homework will help you choose the right partners at the start of the project. The more consciously you go to sign a contract with this or that supplier, the more you know about the company at the start, the better the choice will be prepared, the easier it will be to build relationships as you work.

9. Requirements for the partner from the supplier?

It is also very important to understand what requirements you will have to fulfill when working with a given tire and wheel supplier.

If you are a beginner online store and are just waiting for the arrival of the first orders, please check if the supplier is ready to work with single orders? How much sales does your supplier expect from you per day, per month, per season? This is the key information that will allow you to correctly assess your strengths and choose the appropriate supplier at the start.

If you already have good experience in online sales of tires and wheels, a clear understanding of supplier requirements will also help you choose the right partner to support your sales and drive growth.

What discounts does the supplier give when they reach a certain level of sales?
How does the supplier handle returns?
Is the supplier ready to keep a reserve in the warehouse for you?

Getting answers to these questions will be a great help in ensuring the uninterrupted supply of tires and wheels to your customers.

10. Wholesale, small wholesale, one-time sales?

Suppliers of tires and wheels differ in whether they provide bulk supply, small wholesale supply, or can support one-off sales as well.

Large wholesale suppliers usually do not work with one-off deliveries, but they can keep a reserve in the warehouse to ensure large deliveries. Large suppliers also likely won't ship retail orders and won't handle returns on an individual basis.

Small-scale wholesalers will be ready to issue goods for one-off deliveries, but may not be able or willing to provide independent deliveries for retail orders, and work with individual returns. You need to consider whether you are ready to organize your own delivery service or hire a subcontractor to ship orders and provide returns.

Thus, when analyzing tire and wheel suppliers, be sure to clarify in detail whether the supplier will handle retail orders and retail returns. Also clarify what the vendor expects from your online store when transferring orders, paying and working with returns.

11. New tires or used tires?

An online store may also specialize in the sale of new tires or used products. Just as it makes no sense to mix premium brands, mid-range brands and mass market brands, it also makes no sense to mix a new product and a product that has already been used in one online store. The buyer will not understand where he ended up and what level of quality to expect from such an online store.

If you want to sell both new tires and wheels, and used products, it makes sense to open a separate online store and specialize in sales in one of the selected areas.

When choosing a supplier of used tires, also pay attention to the level of wear, the brands offered, as well as the overall quality level of the products offered. The rest of our recommendations work both for suppliers of new tires and wheels, and for suppliers offering used goods.

12. Passenger tires, truck tires, tires for special equipment, tires for motorcycles?

Specializing in passenger car tires and rims, truck tires and rims or special equipment products also makes sense, as your customer will be very different depending on the focus you choose for your online store.

Most online stores focus on tires and wheels for light vehicles. This is understandable, passenger transport is the most massive segment and is represented mainly by retail buyers. You will have many options to choose from brand options, seasonality, pricing and other details. The market for tires and wheels for light vehicles is more local. This means that you can create an online store serving a specific region or city.

However, the sale of tires and wheels for trucks or the sale of tires and wheels for special equipment makes it possible to provide more specialized services and gain more loyal and long-term customers. The development of such an online store is likely to take longer. However, there is an opportunity to enter a less competitive segment that will provide you with long-term profitability.

If you decide to focus on motorcycle tires, you will also be able to find and attract exactly your buyer. There may be a shortage of motorcycle tires (tires) in your area. If there is such a deficit, it is quite possible to try to occupy this niche.

13. Tires, wheels, accessories or a specialized supplier?

Consider choosing between a specialized online retailer selling tires and wheels versus developing a wider range, which may also include auto accessories and related products.

In addition to tires, the online store may have stamped wheels, alloy wheels, forged wheels. In addition to tires and wheels, you can also sell related products, for example, tire and tire repair kits, car pumps, tire inflators, jacks (hydraulic, mechanical), covers for storing tires and wheels, wheel caps, etc.

The inclusion of a wide assortment from the very beginning may seem attractive, as it has the potential to increase sales, reduce the seasonality of the supply (remember that tires are mainly a seasonal product).

However, the wide assortment has many pitfalls that need to be understood and evaluated at the start. A wide assortment assumes the integration, receipt and exchange of data with different suppliers, for different types of goods, with different characteristics of delivery and returns.

Data sharing may not seem like a big deal at the start of a business, but it certainly is. The complexity of processing and synchronizing data on price lists, balances and orders increases exponentially as the number of products on the online storefront grows, as the number of suppliers and orders grows.

14. Communication with the supplier and references?

Since you are choosing a supplier and hope for long-term cooperation (it makes sense to build long-term partnerships with suppliers, since changing suppliers is always difficult and costly for business), take the time and collect references to tire and wheel suppliers you are seriously considering.

Call customers (customers can often be listed on vendor sites), read and ask questions in professional forums or at industry conferences. Find out what are the positive aspects of working with this supplier, and what problems you encountered in partnership with him.

15. Choose tires or supplier?

If you choose to specialize in rare brands, or the supplier network is not so developed in your region, then it may well turn out that the choice of suppliers is not so wide. The rarity of brands and the lack of a wide choice of suppliers can play into your hands, as it will give you the opportunity, for example, to offer a supplier to start working in your region. And you can become an exclusive representative of a brand new to the market.

The exclusivity of product distribution provides good opportunities for marketing and creating your own base of loyal customers interested in buying this particular brand of tires.

16. What is the supplier's or manufacturer's warranty?

Check the warranty claims for tires and wheels that your online store will offer. Who guarantees the product - supplier or manufacturer? Or both supplier and manufacturer? (it happens too)

The topic of guarantees is not yet very widespread in the market. However, with the development of commerce, consumer protection law is being applied more and more often. In the event of a warranty situation, where should the buyer go?

Since the buyer bought tires or wheels from your online store, he will call you. It is better to be ready for such calls in advance and post on the website information about the guarantees for the goods purchased on the website. And clearly spelled out conditions of guarantee and return of low-quality goods, clear, transparent rules often become the decisive argument in favor of buying on a particular site.

17. Buy from a wholesaler or manufacturer?

More and more tire manufacturers are developing their own sales networks. This is understandable, manufacturers do not want to share profits.

However, building a distribution network, small wholesale and retail sales is not an easy task that requires a significant investment of time and money.

If you are in close proximity to a manufacturer's office and the manufacturer agrees to release retail orders, accept returns, and work with individual customers, you can try working with the manufacturer directly.

In most cases, a tire and wheel manufacturer will supply wholesale quantities to distributors, and you will be able to purchase goods from a wholesale supplier's warehouse.

A partial list of international tire manufacturers:

Michelin (France);
Continental (Germany);
Dunlop (Germany);
Goodyear (USA);
Pirelli (Italy);
Nokian (Finland);
Bridgestone (Japan);
Firestone (Japan);
Cooper (USA);
Hankook (Korea);
Kumho (Korea);
Tigar (Serbia);
Toyo (Japan);
Firenza (China);
Infinity (China);
Goodride (China).

An incomplete list of Russian tire manufacturers:

Kirov Tire Plant (KShZ);
Yaroslavl Tire Plant (YaShZ),
Moscow Tire Plant "Taganka" (MSHZ);
Altai Tire Plant (ASHK);
Volzhsky Tire Plant (Voltyre-Prom);
Voronezh tire plant (Amtel-Chernozem region);
Nizhnekamsk Tire Plant (Nizhnekamskshina);
Krasnoyarsk Tire Plant (KShZ);
Omsk Tire Plant (Omskshina);
Ural Tire Plant (Uralshina).

Trade in tires and car accessories is an interesting segment that, with a competent approach, will provide an entrepreneur with a stable profit and business growth. After all, motorists are rather reverent about their vehicles and, once having received high-quality service and excellent goods, they become loyal customers for a long time literally "from the first purchase." The segment is not easy from the point of view of interaction with suppliers. And I hope that by answering these 17 questions, you will eliminate some of the difficulties that may arise at the start.

Becoming a Finnish Nokian Tires franchisee is definitely profitable if you already have a business that lacks a brand. If you build everything from scratch, then the payback period is not clear

Tire workshop at the flagship Vianor tire center in the Leningrad Region (Photo: RIA Novosti)

Entrepreneur Dmitry Shmatov from St. Petersburg rebuilt his existing car service into a tire center under the Vianor brand in 2010. Investments of 10 million rubles. (a third of which was compensated by the franchisor) he recaptured after a little over two years. Twice a year, when motorists “change their shoes,” the monthly revenue of its tire center is about 1 million rubles, and out of season it is half as much.

Vianor in numbers

$800 million has been invested by Nokian Tires in its plant in Russia since 2005

1429 tire centers around the world are part of the Vianor network

411 Vianor centers operate in Russia

26% Nokian Tires sales are in Russia and the CIS

37,4 RUB bln rescued LLC "Nokian tire", which sells Nokian tires in Russia, in 2014

Source: company data, SPARK

Franchisor's view

Finnish tire manufacturer Nokian Tires has one of the largest tire sales networks in Russia, operating under the Vianor brand. According to the company, now the network has 411 tire centers, of which only two are own, and the rest are franchised. In 2015, 35 points were opened, and 15 were closed.

According to Andrey Pantyukhov, the general director of Nokian Tires Russia, to become a franchisee, a company must pay a one-time entrance fee of 60 thousand rubles, and then annually pay contributions to the marketing fund - 25 thousand rubles. The franchisees enter into a commercial concession agreement with Nokian Tires for a period of five years. “As a rule, franchise tire centers are opened by people with experience in this business,” explains Pantyukhov in an interview with RBC.

The requirements for the premises of the bus center are quite stringent, as Vianor positions itself as a premium network. “There must be a convenient location for customers, a convenient entrance, there must be parking and a recreation area for customers,” Pantyukhov lists. The sales area must be at least 45 sq. m, warehouse - from 100 sq. m. The franchisee must coordinate with the company the external and internal design of the center. Nokian Tires recommends partners with several agencies that are familiar with the requirements for finishing work.

“A partner's investment can be small - within a few hundred thousand rubles - and consist in upgrading an existing tire center,” says Pantyukhov. - If a tire center is being built from scratch, investments can range from 40 million to 100 million rubles. - depending on the format, area and number of posts for tire fitting ”. To help the partner at the start, the company provides him with gratuitous material support in the amount of 500 thousand rubles. for the first open center and up to 2 million rubles. for the next. In addition, Nokian Tires at its own expense supplies the franchisee with signage, sales and tire fitting equipment (it remains the property of the franchisor, and in the event of termination of the contract, the franchisee must return or buy it back).

Nokian Tires compensates the franchisee for half of the advertising costs of its tires. She provides uniforms for salespeople free of charge and trains salespeople free of charge twice a year. In addition, for marketing support of the franchisees, for which they pay the nominal 25 thousand rubles, Nokian Tires gives them all sorts of nice little things - fountain pens with Vianor symbols, sweets, sun blinds for cars, ice scrapers, small bags, key rings, fragrances ... “Souvenir products are given to customers for free and are very popular with them,” says Dmitry Shmatov from St. Petersburg to RBC franchisee Vianor.

The main requirement for the Vianor franchisee is to provide a multi-brand product line for the buyer, dominated by Nokian Tires' sales. Thus, new partners within five years should increase the share of both premium (Nokian Hakkapeliitta, Nokian Hakka) and mid-price segment (Nokian Nordman) to 60% of tire sales in the center. Nokian Tires has no control over the selection of other brands in the range of partner tire centers, but they must be available. “We can sell tires of any brands, but Nokian tires are our priority,” Alexander Makarov, manager of the Vianor tire center in Mezhdurechensk (Kemerovo region), confirmed to RBC.

In addition, Nokian Tires sets a minimum recommended selling price. The franchisor checks the centers for compliance with the requirements: they send secret buyers who monitor the assortment, prices and ensure that Vianor sellers offer the Nokian brand in the first place.

Nokian Tires does not monitor the financial performance of the franchisee: it is impossible to bring more than 200 cities across Russia where Vianor centers are located to a single denominator, explains Pantyukhov. But the company proceeds from the assumption that any tire center should sell at least 1.5 thousand tires a year, which usually gives sales of about 8 million rubles. “These are the minimum levels - a large number of network members, especially in large cities, have turnovers ten times higher than these figures,” says Pantyukhov.

Franchisee perspective

Dmitry Baginsky, Commercial Director of the Vianor tire center network in Barnaul, believes that working with Nokian Tires is beneficial. “They themselves are looking for partners in the regions and offer interesting conditions for cooperation,” he told RBC. Baginsky opened the first center under the Vianor brand in Barnaul in 2008, re-equipping the existing tire fitting, now he manages four points. Investments in the latter, built from scratch and opened in December 2014, were about 60 million rubles. It has an area of \u200b\u200babout 1 thousand square meters. m there is not only tire fitting, but also a large sales area and a warehouse.

Shmatov from St. Petersburg already owned a car service when in 2010 he decided to attach a tire fitting and a shop to it; since he already had land, communications and part of buildings, investments did not exceed 10 million rubles. He returned them after a little over two years of work. Alexander Nakonechny from Novosibirsk says that the re-equipment of the existing center (without significant construction work) will cost 1-2 million rubles, which can be returned in six months.

The revenue of tire centers is subject to seasonality: in the high season (March – April and October – November), when there is a massive "re-shoe" of cars, it can differ many times from the indicators of the low season (the remaining eight months of the year). Shmatov from St. Petersburg speaks about 0.5 million in low season and 1 million rubles. a month in high, and Baginsky from Barnaul - about 2.5-25 million rubles. for a tire center with an area of \u200b\u200b1 thousand sq. m. Such a big difference is explained not only by the surge in tire sales and demand for tire fitting. Oleg Khryaschev from Dmitrov near Moscow says that the conversion of buyers of new tires to customers of tire fitting reaches 90%. “Almost everyone who buys tires prefers to install them there,” he tells RBC. - But the additional income depends on the number of tire service racks: if you have only one post, then all clients cannot be offered to “change shoes”. The representative of the Kirov company Regionshina says the average revenue of the Vianor center is 2-3 million rubles. per month, Nakonechny from Novosibirsk - about fluctuations of 1.5-2.5 million rubles. per month. “In the off-season, tires generally stand, other goods work,” says Khryaschev from Dmitrov. According to him, in the low season, “off-season” (oil, accessories, spare parts) can bring up to 40% of the revenue - twice as much as in the high season.

Nokian Tires has no control over the margin. “In the best of times, our markup is 10-15% to the minimum price,” says Nakonechny from Novosibirsk. - When the season ends and many are left with leftovers, anarchy begins at the price - a holiday for the client. Traders drop to 5%, and someone, probably, sells at the purchase price. " Shmatov from St. Petersburg says that some tire brands provide retailers with a rebate of 10-15% of their sales. Stores, knowing that they are guaranteed to receive a percentage of sales, sell such tires at the purchase price.

Not a single Vianor franchisee wanted to name the absolute values \u200b\u200bof profits: most say an average annual rate of 10-15% of revenue.

Additional discounts from the manufacturer allow increasing the marginality of the business. According to Baginsky from Barnaul, from a certain sales volume (“several thousand tires per month”) Nokian Tires allows buying tires directly from the Vsevolozhsk plant, bypassing distributors, which significantly reduces costs, since the manufacturer pays for the delivery of tires. “Reducing logistics costs allowed us to save 2.5% of the purchase cost that we paid for delivery to distributors,” says Baginsky. Other concessions are possible for partners who buy tires directly from the company, such as deferred payments.

Only large partners have the opportunity to purchase directly from the manufacturer - from a thousand tires a month, complains Shmatov from St. Petersburg. However, according to Baginsky, with smaller volumes it is unprofitable: "The truck assumes the volume of 800 to 1200 tires, with smaller volumes no manufacturer is interested in this." There are no restrictions on the volume and frequency of purchases from regional distributors (35 in the country). “During the season - October – November and March – April - you can buy tires once a week,” says Shmatov from St. Petersburg. Out of season, he makes purchases usually once a month.

Most franchisees easily comply with the 60% share of Nokian Tires' sales. In Mezhdurechensk and Kirov, the share of Finnish tires even reaches 70%, but Nakonechny from Novosibirsk says that in the capital of Siberia, even a share of 40% is considered a good indicator. “Other brands such as Bridgestone have historically flourished in our region,” he explains. According to the entrepreneur, Nokian Tires is sympathetic to deviations from standards - competition with other brands is quite high, and no one wants to lose the sales channel.

According to Khryashchev from Dmitrov, a big plus for Nokian Tires is the extended tire warranty. “We change or repair tires for free, regardless of the nature of the damage: hernia, rupture, puncture that cannot be repaired,” he says. The guarantee is unlimited as long as the tire is in service (tread height is not lower than 4 mm). Nokian Tires will reimburse all expenses incurred by the franchisee for warranty work.

There used to be a margin!

One of the main difficulties in the tire business, the franchisees interviewed by RBC, called the increased competition from online stores, which led to a drop in the markup for Nokian Tires tires several times. “Six years ago, we had a margin of 40-50%,” admits Baginsky from Barnaul. In addition, branded tire centers began to lose customers due to the fact that products began to be sold in hypermarkets at minimal prices, said two entrepreneurs interviewed by RBC. “Hypermarkets really 'squeeze all the juice out of entrepreneurs, but in the case of Nokian, this effect is less noticeable, since the company controls the minimum price for its products there, too,” said Shmatov from St. Petersburg.

In this material:

The number of car owners in Russia is increasing every year. For this reason, a business that is somehow related to the auto industry is attractive to investors. One of the areas of interest in this industry is the sale of tires and wheels. The creation of such a project is fraught with the risk of being squeezed out by competitors, so an entrepreneur will need a business plan for a tire store.

Project summary

The investor's goal is to open a car tire store in a city with a population of over 500,000 people. The source of financing is the entrepreneur's own funds. The outlet will be located in a rented space of 100 m², of which 60 m² will be allocated for a sales area, and the rest of the space will be used as a warehouse.

The store is located in a densely populated part of the city near a busy roadway. There is a small parking lot nearby for 4 cars. The work schedule is from 9.00 to 20.00 seven days a week. The main source of profit is the sale of car tires of various manufacturers and modifications. An additional source of income is the sale of discs and caps, accessories.

Features of the tire business

The modern tire business is no longer what it was 15 years ago. Today, this niche is filled with competitors, with many entrepreneurs preferring online sales to a real store. Today's consumers value their time, so more often they order tires online.

To survive in the face of fierce competition, you have to present a huge range of tires in the store, and this requires a lot of money. The second way to achieve success is to create an online store as an additional tool for finding customers and increasing sales. The third option is to open a tire shop and a tire service on the same territory.

Tire business benefits:

demand for goods;
the average check from one sale is 15,000 rubles;
constant and stable income.

The disadvantages of the project include the large size of the initial investment and the influence of the seasonality factor.

Market analysis: target audience, assessment of competition and risks

Before taking the first steps towards achieving the goal, you need to conduct marketing research. It is important to find out what is the demand for tires in a particular region. A large number of car owners are concentrated in large cities. Each of them has to buy new tires once every 2 years when the old ones wear out. Disks are purchased a little less often, since in most cases they can be repaired.

In a city with a population of 500,000, about 100,000 vehicles are registered and are in operation. If there are even 10 competitors, there are 10,000 potential customers for each, that is, 5,000 sales per year. This means that each store can sell up to 13 sets of tires daily. This is a very high figure considering the average check.

The target audience includes vehicle owners living in the city. Of these, 60% are men and 40% are women. These are people with an average income of different age groups. Most of the target audience uses their car to earn money - these are taxi drivers, sales agents, merchandisers, employees of large companies. Approximately 10% of target audiences are SUV owners. These are people with high incomes.

The main project risks include:

termination of the lease;
decrease in the purchasing power of the population;
increasing the purchase price of tires;
natural disaster, fire and other emergencies;
the emergence of new competitors in the city.

Organizing a tire sales business step by step

The organizational plan includes several stages of work. The first step is to legalize the activity. After obtaining the status of an entrepreneur, you can start looking for premises for a store, purchase equipment. Next, you have to find suppliers of tires, make up the main categories of goods, form an assortment and make a purchase. Recruiting personnel and launching a retail outlet is the final stage of work.

Business legalization

For a tire store, the organizational form of an individual entrepreneur is suitable. To register, you need to come to the tax office at the place of registration and submit an application in the form P21001. Have documents with you:

passport with copies of all pages;
TIN and copy;
a receipt confirming the fact of payment of the state duty (800 rubles).

In order for a simplified taxation system to be applied to an entrepreneur, according to which rates of 6% of income or 15% of the difference between income and expenses are available, you will have to write a corresponding statement. If this is not done within 30 days from the date of submission of documents, the businessman will find himself on the general taxation system, which is distinguished by more complex reporting.

Attention! In the case of the sale of tires and wheels, it is better to choose a tax rate of 15% of the profit, since the margin for this product is small - from 15 to 30%.

During the submission of documents, you need to select and indicate OKVED codes from the classifier of activities. Suitable for a tire store is 45.32.2 - "Retail trade of automotive parts, assemblies and accessories."

The main requirement for premises for a store is a good location, near busy highways, in full view of car owners. Tires and wheels are large-sized goods, so a lot of space will be needed not only for decorating a showcase, but also for storing a stock of tires. On the other hand, the larger the area, the more expensive the rent. It is important to find a middle ground here.

The lease agreement must be concluded for a long time - its sudden termination will damage the entrepreneur. The next step is to obtain permission to operate the building from the SES and the fire service. This process can take 1 to 2 months.

Purchase of commercial equipment

To accommodate large and heavy goods, special racks and shelves are required. They are installed along the walls or in rows so as to place as much goods as possible. In addition, you will need a cash register, a desk or reception desk, and a chair. To ensure good lighting, you will have to install additional lights. Raster invoices are suitable for the ceiling, they will need 8-10 pieces. You will need at least a simple laptop to keep records.

Search for suppliers and formation of an assortment

It is important to find reliable tire suppliers who are ready to cooperate with aspiring entrepreneurs who cannot immediately purchase a large batch of goods. The business owner must find out which positions are in demand by motorists and which are not.

The assortment of the store should include tires from different manufacturers, including domestic ones, since they are affordable. Tires differ in season, size, profile height, tread pattern. Each of the options must be available to the client. A separate category of goods is tires for off-road vehicles, which are divided into groups:

universal;
mud;
highway.

Attention! You shouldn't buy slow-moving items. They can be delivered on request. This strategy will avoid stuck goods in the warehouse.

Staff

It is better to hire young men who are well versed in tires in the store for the position of salesmen. It's good if they have experience in the auto parts trade. You will need 2 vendors and 2 movers working on a 2/2 schedule. The administrative position will be taken by the business owner, and the accounting can be outsourced. A cleaning lady is needed to keep the store clean.

Advertising and marketing

To attract customers to the store, you will have to regularly invest in advertising. Before opening a tire salon, you need to order a bright sign. Good results can be achieved by distributing flyers in places where the target audience is concentrated - in supermarket parking lots, at busy intersections. Placing advertisements for the sale of tires on bulletin boards on the Internet will also help to consistently find new customers.

The best way to promote is word of mouth. It will work if the prices for goods in the store remain at an acceptable level. It is better to earn less, but sell the product faster than to inflate the cost and lose a client.

Website development and Internet trading

Selling tires online is a great business idea. In parallel with a real retail outlet, it is worth creating an online store, which will present the entire range of tires with detailed descriptions and characteristics. Prices for goods on online platforms are lower than in markets or in salons, since you do not need to spend a lot of money to maintain the platform. For this reason, people willingly place orders on the Internet.

Creating your own website will take no more than 1 month. You will have to pay about 60,000 rubles for this. To promote your store, you need to hire a specialist who will set up ads in Yandex Direct so that potential customers can get to the site. The monthly expenses for maintaining the project will amount to 25-30 thousand rubles.

Financial calculations

The financial section of the business plan contains calculations on the basis of which it is easy to find out how effective the project will be. The entrepreneur must compare the expected income with the fixed costs of the store, determine the profitability of sales and the time to reach the break-even point.

Investment in the project

The costs of opening a tire store include spending on:

registration of individual entrepreneurs - 800;
arrangement of the premises - 50,000;
purchase of commercial equipment - 60,000;
purchase of an assortment of goods - 1,000,000;
advertising - 25,000.

Total: 1,135,800 rubles.

Running costs

The monthly costs of maintaining a business include the following items:

rental of premises - 50,000;
payroll fund - 90,000;
working capital - 500,000;
outsourcing - 8,000;
advertising - 10,000;
tax - 15% of profit.

Total: 658,000 plus tax.

Tire store revenue and expected profit calculation

The average check in a tire store is 15,000 rubles. Provided that only 2 sales per day are made, the sales outlet's monthly revenue will amount to 15,000 x 2 x 26 \u003d 780,000 rubles. To determine the net profit from this amount, you need to subtract monthly expenses and tax deductions. Let's make calculations:

780,000 - 658,000 \u003d 122,000 - the difference between the store's income and expenses;
122,000 x 0.15 \u003d 18,300 - tax (15% of the difference between income and expenses);
780,000 - 658,000 - 18,300 \u003d 103,700 rubles - the net profit of the outlet.

As the calculations show, selling tires is an economically viable business idea. Making more than 2 sales per day, you can expect a 1.5-3 times increase in profits. The payback period of the project will be 8-16 months, depending on the number of successful transactions.

Opening a tire store requires significant financial investments, the bulk of which will go to the formation of the range of goods. The project is quite difficult to implement and involves high risks due to high competition. To stand out from the existing stores in the city, you have to be flexible. One of the options is to open a tire workshop next to the outlet. In this case, customers will be able to immediately install new tires on their car.

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We have collected the questions most often asked by our clients and answered them in one painful article.

- How to choose tires?

There is a huge number of tires from different manufacturers on the market with different characteristics and prices. It is very difficult for an ordinary buyer to choose the right one what he needs.

Tire production is a high-tech process. It is impossible to produce tires in the "basements of the Moscow region".

One price, one quality

Among tire manufacturers, like other products, there are well-known names - brands. Manufacturers closely monitor each other's achievements and do not give the competitor a strong lead. To say that someone is better and someone is worse is not entirely true. You can say that all tires are the same if you compare tires in the same price niche.... Sellers use the following tactic: the best tire is the one in stock. Therefore, the question of which manufacturer is the best will not help you make the right decision.

Each product has its own price

Tires are very easy to understand - the more expensive the tires, the more famous the brand and the better the quality. All manufacturers offer a range of tires at different prices in order to cover the entire market, which clearly speaks of their quality. Not every consumer is ready to buy expensive tires, just like not everyone drives a luxury car.

One manufacturer - different tires

Sometimes you can hear: "I did not like this manufacturer so much, I do not need to offer it." Believe me, as Mercedes has an "A" class, which you may not like, there is also an S class, from which you will be delighted, or maybe the E class will suit you. We all know there is a price for everything. Everything is the same in tires.

A, E and S classes
Mercedes – Benz

The current classification of passenger cars was developed in the mid-90s. Each class designates a body type.
From Wikipedia

You can't cheat on the internet

None of the tire sellers in the Internet age will sell you a cheap product and vice versa, since there is a risk of losing a customer forever.

Conclusion: the choice of the bus should depend on the capabilities of your wallet.

If you want the latest technology in the tire industry, we will gladly offer it to you, but neither with us nor elsewhere can you get the latest high-end tire model for three kopecks. The retail network "NA KOLESAH.RU" is a multi-brand seller. We have everything for every taste and wishes!

- How to choose summer tires?

Is it worth or not to "change shoes" in the spring your car? Many people still cannot answer this question and continue to ride winter tires in the summer. This is especially noticeable when winter tires are non-studded and the car must be sold. It's worse when the tires are with spikes - you can't really ride with them, since the grinding of spikes on the asphalt will be annoying. Besides that winter and summer tires have different tread patterns, they are made of rubber with different properties... Winter tires are made from softer types of rubber. Therefore, in the summer heat, softening, they lose their performance. Let's just say: all their advantages for the winter disappear on the summer molten asphalt. Summer tires, on the other hand, are more rigid. As a result, in winter frosts, they become too elastic in order to provide normal grip of the wheels with the road surface.

Thrifty drivers change tires in a timely manner, preserving the properties of the tires and increasing tire performance without compromising safety.

In the figure, we see that the most expensive tire costs 9,500 rubles, and the cheapest - 2,201 rubles.

You can move the slider to match tires in different price niches. The next question to be treated with cold calculation is: "How much am I willing to pay?" Just like you decide in a shoe store, cosmetics store, clothing store and restaurants. The manufacturer, laying in the formula for the production of a tire as many technologies as possible, spends money on it. The more new technologies and expensive additives are put into a tire, the more expensive it will be. It is not customary for a manufacturer to sell a low-quality product for a lot of money.

The main parameters of summer tires

Price-to-brand ratio

Traction performance

Exchange rate stability

Noisiness

Comfort

Controllability

Wear resistance

Counteracting aquaplaning

Cornering stability

Speed \u200b\u200bmode

None of these parameters can be estimated for yourself until you start using tires. It is impossible to estimate the level of the restaurant until you try the salad from the menu.

The manufacturer sets a fair price for the goods, based on the costs that are invested in the production of a particular model.

A good thing is expensive - this is the rule of the market.

- What are interchangeable tire sizes?

The manufacturer often recommends several sizes of tires of different widths and diameters for one car, prescribing this in the technical documentation.

The site "On Koles.RU" contains all the recommendations of the manufacturers. Having indicated the data of your car, you can safely use the information on the interchangeability of tires and, accordingly, wheel disks on the car.

Sometimes professional tuning shops use tire sizes that contradict those prescribed by the car manufacturer. This is done in order to improve the appearance of the car in order to get a more sporty or aggressive look. The ateliers closely interact with manufacturers, receiving confirmation from them for changes in the technical parameters of the car, including tires.

The question is often asked: "Is it possible for me to install the tires left over from a car broken by a neighbor?" Remember, tires are a very important element of the car, on which, first of all, driver safety depends.

In this case, the selection of tires by standard size on the website will give you all the information. We recommend relying on two sources - our selection of tires and the technical passport of the car. When designing a car, developers calculate, sometimes even empirically, based on operating practice, what tires should be. By changing the parameters of the tire, that is, installing tires of a larger or smaller size, you violate the technical characteristics. The car may be prettier, but it could jeopardize the safety of you and your loved ones. The company "Na Kolesakh.RU" does not recommend that you do this.

The second case, let's call it tuning. We recommend that you contact a tuning studio for a recommendation specifically for your car. Companies that do it seriously should have patents for car improvement. But if you just “cut your fenders with a grinder” and are trying to install tires, focusing exclusively on your taste, we would not want to participate in this life-threatening adventure. By fulfilling the technical requirements, you will always be safe.

The programmers of the company have developed a Tire Applicability Calculator. It is available in the app for Android and iOS platforms. Using a calculator comparing tires, you will get information about the change in performance when changing size.

application
for your phone
or tablet

Selection of tires and wheels by car and motorcycle brand and registration for installation services

- How to choose winter tires?

There are some basic tips for choosing winter tires.

Don't expect frost and snow. Change your tires as soon as the temperature is consistently around +5. The sooner you do this, the:

Spend less
time
More attention
the seller will give you
The safer you will be yourself
feel at peak of bad weather

A winter tire is a car tire specially designed for use in the cold season at temperatures below +7 ° C.
From Wikipedia

Do you need thorns

In the shops of the Na Kolesakh.RU network you will be offered a large selection of tires, but it is quite difficult to find a product when the buyer does not know what he wants. We have prepared a small test for those who cannot decide which tires to choose. Do not take this as a dogma, but it will help you make your own choice, based on the operation of your car. Believe me, if you yourself do not know what tires you need, how can the seller know about it? The test below is not always available during peak sales season.

Answer the questions by choosing "W" and "N / W".

The first studded snow tires were created in 1933 by Michelin.
From Wikipedia

Minimum temperatures in your area:
- Not lower than −15 - N / W
- −15 and below - Sh
How public utilities work in the city:
- Snow is removed, roads are watered with non-freezing composition - N / W
- The roads are snowy, the snow is packed and the asphalt is not visible - Sh
Driving experience:
- Up to 5 years old - Sh
- More than 5 years - N / W
Where do you go most often?
- Only in the city - N / W (but pay attention to point 2)
- In the city and outside the city - Sh
Does the car have an ABC?
- Yes - N / W
- Not - Sh
Where do you have to park at home and office in winter?
- In a paid guarded parking lot - N / W
- In the yard or whatever happens - Sh
What kind of ride do you prefer?
- Aggressive, fast, fast - Sh
- Calm, on a familiar road - N / W
Car drive:
- Rear - Sh
- Front - Sh
- Full - N / W
Spikes destroy the road surface:
- It worries me, but I often move in the snow - Sh
- I want to keep the roads - N / W

Count the number of "W" and "N / W". If you scored more "W", then studded tires are preferable for you, if "H / W" - order not studded and you won't be mistaken.

If you passed the test and still decided to buy other tires than indicated in the result, we respect your independent choice. The main thing for us is that you know what you need.

You can do this yourself without wasting your time on calls, especially during the peak season of sales.

The seller has enough information to answer where the goods are located and whether they are in stock at all. To generate a response, he uses software, to which the company's website is also connected. We suggest that you use them yourself and do not waste time on calls and communication with sellers who do not have time to answer during the peak sales season.

The product indicated on the site is in stock. If a product is sold or reserved, it immediately disappears from the free sale and, as a result, from the site.

If you have chosen a brand, model and size, the site will show everything that is in stock.

What to look for

Product availability. The quantity is usually indicated up to 12 pieces. This means that there are 12 or more of these tires in stock. It is better to place an order through an electronic shopping cart to reserve a product for yourself.
Quantity of goods. The product can remain 1 unit (this will be indicated on the website). Be careful here. If it is indicated that there is only one item left, you do not need to specify whether this is the case or not. It is not our policy to hide goods from buyers. You shouldn't demand to find 3 more tires or wheels, as you need them. It doesn't depend on the manager. As soon as tires go on sale, they will immediately appear on the site with an indication of the warehouse or store where they arrived.
Where is this product located. You can find out by clicking on the link "Availability in stores".

This sign marks the product that is in stock in stock

Having chosen the product in stock, determine the required quantity and put it in the "Basket". That's all you need to do. Then the system will do everything automatically and will notify you when the goods will be delivered to you or when you can drive up and pick it up at the store.

If you have not found your tire or rim size on the website

Check if you entered the correct tire or rim size.
If you have selected the size for the car, then use the selection by size or vice versa.
If you entered all the parameters correctly and the program replied that there is no such size available, then most likely we will not be able to help you.

Be sure to leave a comment or write in the "Book of complaints and suggestions" about the lack of the size you need.

- What affects the year of manufacture of the tire

The seller will not always be able to answer this question exactly by phone, since at the time of accepting the order, the tire may be in another warehouse. Let's figure it out on our own. The question is important and often arises from buyers. What is the rule for manufacturers?

Manufacturer's rule: a tire is considered new for 5 years. This means that it can be sold within 5 years from the date of production.

Sometimes this point is confused with the assumption that 5 years is the tire's shelf life, but this is not the case. In this regard, there is an official letter from the certification body. There is no one above this institution. The courts accept their expert opinions for the conduct of cases related to road accidents and all kinds of damage. Very rarely, tires do not have time to be sold in 2 years, but if you suddenly come across an "older" tire, there is nothing to worry about. According to the law "On the protection of consumer rights", you can return the product you did not like.

The company "Na Kolesakh.ru" closely monitors its assortment and dates of tire production. If you have been sold or offered a tire in our stores that is more than 5 years old, please let us know in “ Book of complaints and suggestions"Located on the site.

- How to view all brands of tires and wheels on the site?

There are two possible options for viewing all brands of a product.

Catalog

Use the view of all the brands presented on the site if you want to familiarize yourself with the range of tires and wheels that our network sells. To do this, select a product (tires, wheels, etc.), and the site will present you with the full range of brands presented this season. We warn you: this is a very large amount of information - about 15,000 names of tires and wheels. Having revealed the brand, you can see all the models presented this season that are on sale. The item is in stock with green checkmarks. If you open a separate model, you can get more detailed information: size, characteristics, availability, in which warehouse is located, etc. Use this view only if you want to get acquainted with the company's assortment as a whole. Do not select a product for your car in this way, as what you may like in terms of parameters may not suit your car.

Summer, winter or all season tires are marked with these icons

Icons for cast or
forged wheels

Selection of goods by car

To browse the brands of those products that are sized for your vehicle, use the selection by vehicle or by size. Specify the parameters of your car or dimensions, and the program will automatically select for you all the available brands suitable for your car. Take your time to call. Better to "play" with the program yourself and choose the most optimal option, which will suit you in all respects.

- What depends on the country of the tire manufacturer?

Very often sellers have to answer the same questions of the buyer: "What is better, Continental or Nokian, Bridgestone or Yokohama?" This is understandable, usually it is difficult for a car owner to understand the variety of brands and models. To answer this question, it is necessary to see through the eyes of professionals what the market of tire manufacturers is like, who is the leader and why?

The leader in the tire industry, as in principle in other areas of business, is the company that sells the most.

Bridgestone has long been the world leader, and Continental has been the European sales leader. Although I am sure that among the readers there may be motorists who did not like the operation of these brands' tires. On the contrary, I liked the Nokian or Yokohama tires, the share of sales of which in the world is much lower.

Why is that? In fact, the situation is the same with any other product. Ask yourself and your friends which refrigerator is the best, which milk is the tastiest, which clock is the most accurate, and you will see: how many people - so many opinions.

The answer is contained in three points:

Manufacturers are in fierce competition. In order for a product to sell, you must constantly improve it and sell it for as high a price as possible. Accordingly, as soon as a new innovative tire (and the most expensive) goes on sale, other manufacturers instantly study what has been introduced and try to do it even better, or at least at the same level. The manufacturer strictly controls his production, and if he managed to save on production and labor, this will not change the price on the market for this product, since its quality is impeccable. The only thing that can change the price of a product is competition.

2. Personal attachment to the brand

An important buying argument is our personal feeling of operating comfort. We enjoy that we use a famous brand, are satisfied with its quality and get moral satisfaction from it. It also happens the other way around - we expect more and remain disappointed.

We constantly receive all sorts of information that affects our attitude towards brands. One brand organizes races, another a test drive, a third sponsors a charity event. We ourselves do not notice how this forms our respect for the brand. These are very expensive and well thought out marketing techniques.

How we make a selection of any product in the store

We come to the store and see the product we need (for example, a refrigerator). The question arises: can we pay for what we liked, because the manufacturer, releasing the most improved product for sale, puts the maximum price on it. If the price is too high for us, we take the goods that are cheaper. The most interesting thing is that the same manufacturer can offer the product cheaper. It's just that the more affordable model will lack some of the latest features.

Each manufacturer understands that it is impossible to sell only expensive tires, since the company will have a small share in the large market “pie”. Therefore, the manufacturer is trying to get a larger market share, load more production and sell tires in different price niches. But the cheaper the tire, the less technologically advanced its production.

Let's summarize:

Large corporations have already thought of everything for us, and the maximum that we can do before entering the site is to check the contents of our wallet. Answer yourself to the question: “How much am I willing to spend on tires for my“ swallow ”? Choose the size that suits you on the website, and the program will offer several brands and models. There is a "price slider" at the top that will allow you to keep tires only in the price range that suits you. In tires, as in any other product, more is more expensive.

Take what is closer to what you've already heard about, in other words, whose marketing has worked better. Remember: tires of different brands at the same price are absolutely the same in operation. If you have experience of personal operation, rely on it. Do not be afraid to experiment: if there are many tires of different brands in one price niche, take one that you have not yet ridden. Don't be discouraged if you can't get the most expensive tire. Not everyone can afford the most expensive phone, but at the same time everyone has phones, and this makes the ability to call no less enjoyable.

When considering ideas for starting a business, you need to pay attention to modern media. In particular, on the Internet, you can find many tips, ranging from articles with ideas for starting a business to detailed studies of a specific type of activity. Take, for example, a section like tire trade. And let's see if some forum can tell you how to start your own business.

Why tires

In this area, the seller is provided with a continuous, year-round (albeit with seasonal surges) influx of interested and solvent customers. The topic of how to start your own business on the forum of motorists begins with a business selling car tires.

In addition to selling tires from the manufacturer, it is quite possible to organize the sale of used rubber. After all, drivers have different attitudes towards their own safety. And if some get rid of a set of tires after the first season, others will gladly buy "almost new" tires cheaper for their old "Zhiguli" and will ride it for several more years.

Why forums

Most articles on websites, as well as customer reviews in online stores, are written by the sellers themselves or by their order. Thus, they do not fully reflect all information about the negative aspects and difficulties. For those who would like to start their own business, the forum of the corresponding direction will tell you what difficulties you will have to face.

There are many offers in any area related to trade. And real reviews will help you choose a quality product. For those who are looking for where to start their business, the forum will help determine the range and find out the requirements of customers.

For example, it is not easy for a novice businessman to determine what tires are needed for SUVs, what buyers of tires for buses and trucks pay attention to, as well as what brands and models are preferred for motorcycles.

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