On April 10th, 2014, the German brand Tire started the "Germany horse brand hegemony" event in Brazil in the FIFA World Cup series in Brazil 2014, and announced that it will become the sponsor of the 2015 AFC Asian Cup in Australia. There has always been "football marketing" traditional horse tires, opened its domestic market in China's football marketing curtain.

As one of the official sponsors of the 2014 FIFA World Cup in Brazil, from April to July, the German horse brand will successively launch interactive projects such as “Let's watch FIFA World Cup together” and “FIFA World Cup theme party” for fans to participate in, and in some buildings. The “FIFA Soccer Interactive Machine” is placed in front of the audience to allow people to complete the shooting game through mobile phone interaction and win souvenirs. In addition, the German horse brand also introduced the ContiMaxContactMC5 2014 FIFA World Cup limited edition tires.

In 2006, the German brand tire passenger car and light truck tire business officially entered China; in May 2011, the Hefei Hefei plant was put into operation; in 2013, the first Chinese gas-free tire (commonly known as explosion-proof tire) was in Hefei. The factory is offline. The Continental Group has been hoping to expand its share in China and even the Asia-Pacific market through its brand tires and achieve a strategic shift.

Deng Jie, General Manager of Continental Horse Brand Tire Trading (Shanghai) Co., Ltd. stated that China is one of the most important markets for German horse brand. In the future, it will achieve market share through product localization, customer experience enhancement and marketing strategy promotion. Extend the plan while drawing on the successful experience of the European market in football marketing to establish a bond between the brand and the consumer in China.

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