Original wheels: Shining Etrto 622x19 A-M3
Original Tires are: Kenda Eurotrek 32c

Bought a new set of tires two days ago.
Specialized Sawtooth 2Bliss Ready 700 x 38c
and new tubes to go with them
Damco 700 x 35/43C Schrader

And since then I have been trying - unsuccessfully - to install the first one.
PROBLEM: getting the tire to bead.
At first nothing would get the bead to engage on the rim.
I have looked up the issue and there's lots of suggestions but no joy
Tried:
Talc powder on tube.
Talc on inside of tire
Soapy water on rim and bead area of tire
High pressure (rated 50 to 80 psi) Pushed it up to over 90 before I got too nervous
Slowly increasing pressure while massaging tire to get the bead to move up and link with the rim

I can't figure out what I'm doing wrong.
Never seen this before.

Welcome to the tubeless tight fit world. We often have to overinflate the tires to seat them by a lot. We also use tire seating pliers to pull the beads up and into the rim's seat frequently. (Just did one at the end of the day today). Just tried a search for "Shining Etrto 622x19 A-M3" and didn't get any references or info. Is this the brand or some other description? The reason I ask is that rims tend to have a wider tolerance of bead circumference then tires do. Rims are generally rolled out, cut, and seamed in batches of about ten. many hundreds of tires come out of the same mold. So the variation between rims is usually greater then that of tires.
Having said that tubeless rims and tires are generally being held to tighter tolerances then matching non tubeless siblings. Some manufactures tend to keep to one end of the tolerance range, or the other end. In the end if the shoe (i mean tire) doesn't fit you need to get one that does. Andy

Thanks for replying
Overinflate by a lot? how much is a lot? Shining ETRTO 622x19 A-M3 is printed on the wheel rims. The bead on the old tires is higher and pointed/triangular in cross section vs the new ones which are less pronounced and flat rectangular profile.
Would pictures help?
Should I just return these tires and try and find something else?

What you do is your choice. Trial and error is the time tested way to learn the limits of this stuff. If you can't accept this principle then get other stuff and try again. Sorry but there's no one solution or answer to every situation. Andy

Over inflated the tire - 100psi - and seemed OK
Dropped psi to 60 - the recommended range (50-80)
Went for a ride
roughly 8km from home the tire went flat
very close to a bike shop - they replaced the inner tube and sent me on my way
less than 100m from the shop it went flat again
took it back and they fixed it again
mech was too busy to say what was done
rode home by shortest route
Not sure the setup can be trusted