New high quality tire doesn't sit evenly on the rim It's my first tire change experience and I got so far using youtube videos but now I'm stuck.
Got these Schwalbe 365 tires yesterday for my folding bike.
It is an all season model which feels a bit harder than the tire that was on the bike from the factory but both are 40-406 20x1.5".
The bead doesn't sit properly on the rim. This is the case from both sides as seen in the images. There's a small misalignment between where the problem manifests itself on each side of the rim.
The tube is also brand new (Continental). The temprature in the bicycle room where I tried is around 16-22 deg.

Hadn't used soapy water when installing the tire and can't measure tire pressure (it's recommended 3-6 bar).

What do you recommend to solve the issue? 



Update: bought a pump with gauge, rotated the tire and used a bit of liquid soap to end up with this result:



One thing that I discovered today is that the tire is literally tighter at the point where there's a problem which makes me think the tire might have some issues due to how it was stored I  the shop. But that would be too sad because despite the issues I really like these tires.
The tire sidewall is just hung up on the rim a little. It’s a common problem. 

Deflate the tire until you can deform it a little with your hands, rotate the wheel so the problematic section is at the top. Grab the tire from the side and lever it back and forth. You should be able to pop it out so the bead sits on the rim properly. 

BTW, a pressure gauge is a good investment so you know you are inflating your tire to the proper pressure. 

Here's a link to Park Tool's video on tire installation, at the point it addresses the bead being too high or low. 
                
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