In the second quarter, exquisite tires have a good show. On May 21, 2011, it was awarded the title of the Top 50 Competitive Enterprises in China's Rubber Products Industry and the Most Competitive 500 Companies in China's Chemical Industry in 2011; Based on Financial Analysis, Consumers, Released at the World Brand Conference on June 28th. In the "China's 500 Most Valuable Brand Rankings 2011" list of behavior analysis and brand strength analysis, the value of the Linglong tire brand increased from 7.091 billion yuan last year to 9.269 billion yuan, ranking 129th, ranking 8th in a row, ranking The domestic tire industry is the first, and its international brand strategy has achieved initial results.
Just when the International Women's Volleyball Classic was held in Ningbo, Yu Juemin, the head coach of the Chinese National Women's Volleyball Team, led the Chinese women's volleyball team's main team member to come to Ningbo Linglong Tire Co., Ltd., which also held the 2011 Semi-annual Marketing Work Conference Report in Ningbo on June 2. Wang Feng, chairman and general manager of the company, congratulates that as of May, the total output of Linglong Tire increased by 8% over the same period of last year, and sales revenue increased by 12%. Coinciding with the timing, "Car Watch" is the exclusive dialogue with "China's first tire export brand" at the helm of Wang Feng, insight into the company's future marketing strategy and brand strategy.
A=Automotive Observer
F=Wang Feng Wang Feng A: For many years, exquisite tires have been successfully developed overseas. Will we consider shifting our focus to the Mainland in the future?
W: In fact, exquisite tires are doing well in the domestic retail market, but the domestic matching market has a certain degree of particularity. The domestic passenger car market is mostly dominated by foreign brands. They all have their own overseas tire support systems for many years. After entering the Chinese market, these suppliers have also followed, and domestic tire companies have basically no chance. In 2011, there were some negative news about tire companies, which provided exquisite tires with an opportunity for self-display. At the same time, it also made consumers aware of the importance of tires for vehicle performance and safety. Linglong Tire will next step up its efforts in the domestic market, especially in the domestic car matching field.
A: As you mentioned just now, what experiences and lessons did Chinese tire companies learn after the incident occurred at Kumho Tire?
W: I think China's tire companies can also do well, not necessarily only foreign moon circles. Employees who do not perform according to corporate standards are the biggest problems. Exquisite tires have a complete quality management system in this regard: First, the control system is entirely computer controlled, not purely manual management; second, production equipment will automatically destroy non-compliance products; and thirdly, the product inspection process. Among them, we have a relatively complete inspection system. In 2011, we invested only 500 million yuan in testing equipment alone.
A: What do you stress about the strength of the domestic car support field? How is the market expanding today?
W: Foreign brand cars are increasingly seeing the strength of exquisite tires in the overseas market. In 2011, we had two major breakthroughs: First, the cooperation with the United States General Motors, the second is the cooperation with Ford of the United States, we hope to be able to service the exquisite tires Provide these foreign car brands. On the other hand, domestic self-owned brand cars have developed more and more rapidly, and we are also considering how to cooperate with auto brands.
A: With regard to the different development environments at home and abroad, what are the differences in strategic considerations for Linglong tires?
W: The focus of domestic and foreign market sales is still very different. Foreign consumers are more rational, which is inseparable from their strict traffic laws. If quality fails to meet the standards of laws and regulations, once quality problems arise, compensation will be several million US dollars and severe sanctions will be imposed. In overseas markets, as long as your product quality passes, consumers will favor it. The exquisite tire's competitive advantage can easily be revealed. In China, consumers do not understand how big the impact of the tires is on the car. This requires us to guide our customers on how to properly use and maintain the tires. For domestic marketing, the exquisite tires are more focused on the technical strength and OEMs. communication.
A: How do you view the competition between Linglong Tire and other domestic tire companies?
W: I think this industry will develop faster and healthier if there is competition. Only one person has no motivation to race. The Chinese tire industry needs a group of powerful companies. Only if everyone pays attention to R&D, quality management, after-sales service, and network construction, will the industry's overall grades improve. In the face of competition from brother manufacturers, there is no motivation without pressure. Exquisite tires will do better and run faster than they do.
A: How do you view the status of tires without "Three Guarantees" after sales?
W: Tire companies should be self-respecting and self-loving. Once the tires have quality problems, traffic accidents will be caused, and vehicles will be destroyed. Even a series of serious and serious accidents will occur. Tire manufacturers must be responsible for product quality and must implement the “three guaranteesâ€. This is the minimum social morality and responsibility of tire companies. However, road conditions will also cause some damage to the use of tires, which makes it difficult to determine whether the problem is tire quality or use or environmental issues. It is hoped that there will be a relatively complete regulatory system in the country that can protect the rights and interests of consumers while embodying the service advantages of the company.
Just when the International Women's Volleyball Classic was held in Ningbo, Yu Juemin, the head coach of the Chinese National Women's Volleyball Team, led the Chinese women's volleyball team's main team member to come to Ningbo Linglong Tire Co., Ltd., which also held the 2011 Semi-annual Marketing Work Conference Report in Ningbo on June 2. Wang Feng, chairman and general manager of the company, congratulates that as of May, the total output of Linglong Tire increased by 8% over the same period of last year, and sales revenue increased by 12%. Coinciding with the timing, "Car Watch" is the exclusive dialogue with "China's first tire export brand" at the helm of Wang Feng, insight into the company's future marketing strategy and brand strategy.
A=Automotive Observer
F=Wang Feng Wang Feng A: For many years, exquisite tires have been successfully developed overseas. Will we consider shifting our focus to the Mainland in the future?
W: In fact, exquisite tires are doing well in the domestic retail market, but the domestic matching market has a certain degree of particularity. The domestic passenger car market is mostly dominated by foreign brands. They all have their own overseas tire support systems for many years. After entering the Chinese market, these suppliers have also followed, and domestic tire companies have basically no chance. In 2011, there were some negative news about tire companies, which provided exquisite tires with an opportunity for self-display. At the same time, it also made consumers aware of the importance of tires for vehicle performance and safety. Linglong Tire will next step up its efforts in the domestic market, especially in the domestic car matching field.
A: As you mentioned just now, what experiences and lessons did Chinese tire companies learn after the incident occurred at Kumho Tire?
W: I think China's tire companies can also do well, not necessarily only foreign moon circles. Employees who do not perform according to corporate standards are the biggest problems. Exquisite tires have a complete quality management system in this regard: First, the control system is entirely computer controlled, not purely manual management; second, production equipment will automatically destroy non-compliance products; and thirdly, the product inspection process. Among them, we have a relatively complete inspection system. In 2011, we invested only 500 million yuan in testing equipment alone.
A: What do you stress about the strength of the domestic car support field? How is the market expanding today?
W: Foreign brand cars are increasingly seeing the strength of exquisite tires in the overseas market. In 2011, we had two major breakthroughs: First, the cooperation with the United States General Motors, the second is the cooperation with Ford of the United States, we hope to be able to service the exquisite tires Provide these foreign car brands. On the other hand, domestic self-owned brand cars have developed more and more rapidly, and we are also considering how to cooperate with auto brands.
A: With regard to the different development environments at home and abroad, what are the differences in strategic considerations for Linglong tires?
W: The focus of domestic and foreign market sales is still very different. Foreign consumers are more rational, which is inseparable from their strict traffic laws. If quality fails to meet the standards of laws and regulations, once quality problems arise, compensation will be several million US dollars and severe sanctions will be imposed. In overseas markets, as long as your product quality passes, consumers will favor it. The exquisite tire's competitive advantage can easily be revealed. In China, consumers do not understand how big the impact of the tires is on the car. This requires us to guide our customers on how to properly use and maintain the tires. For domestic marketing, the exquisite tires are more focused on the technical strength and OEMs. communication.
A: How do you view the competition between Linglong Tire and other domestic tire companies?
W: I think this industry will develop faster and healthier if there is competition. Only one person has no motivation to race. The Chinese tire industry needs a group of powerful companies. Only if everyone pays attention to R&D, quality management, after-sales service, and network construction, will the industry's overall grades improve. In the face of competition from brother manufacturers, there is no motivation without pressure. Exquisite tires will do better and run faster than they do.
A: How do you view the status of tires without "Three Guarantees" after sales?
W: Tire companies should be self-respecting and self-loving. Once the tires have quality problems, traffic accidents will be caused, and vehicles will be destroyed. Even a series of serious and serious accidents will occur. Tire manufacturers must be responsible for product quality and must implement the “three guaranteesâ€. This is the minimum social morality and responsibility of tire companies. However, road conditions will also cause some damage to the use of tires, which makes it difficult to determine whether the problem is tire quality or use or environmental issues. It is hoped that there will be a relatively complete regulatory system in the country that can protect the rights and interests of consumers while embodying the service advantages of the company.
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