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The automotive industry is one of the industries with the highest degree of globalization and the strongest degree of industrial correlation. The commercial vehicle market is gradually showing its own characteristics as it develops. As far as the domestic commercial vehicle market is concerned, factors such as relatively single products, low birth rate of radial tires, and low safety of plain transport tires and passenger tires all contribute to a considerable progress in the industry. At the end of 2008, the State Council of China allocated RMB 4 trillion to stimulate the economy, which imposed higher requirements on infrastructure construction and construction and transportation, which will increase domestic truck demand and greatly stimulate the commercial vehicle market.
CooperTires, a global replacement tire specialist, sees huge commercial opportunities in the domestic commercial vehicle market, and at the same time combines its own strengths, will integrate domestic experience in recent years into the commercial vehicle sector, and focus on the Chinese card and passenger car market. In the short period of three years after entering the Chinese market, Cooper built a certain brand awareness in China by virtue of its integration of advanced American management concepts, strong technology research and development capabilities, sales network and mature production management, as well as profound understanding of the Chinese market. With consumer loyalty. Data as of October showed that Cooper's total sales revenue in 2008 increased by 9% over the same period of last year. Choosing to release its “Footprint Plan†for the card passenger car tire market in early 2009 is a timely move for Cooper to combine market demand, external conditions and its own situation.
“Front Point Project†is a full-service, all-weather service system based on the custom-built Chinese car and passenger car for Cooper Tire's tires market. It covers products, channels, and services in three major areas. It strives to promote the comprehensive product matrix and all-round promotion. Channels and high value-added services provide comprehensive solutions for users of the Chinese passenger car tire market. As an important strategy of the Cooper Tire Truck Bus business in China, this plan will fully support the various developments of Cooper in China's card passenger car tire market in the coming years, helping them to build their own brand strength and product characteristics, demonstrating Cooper's Based on the Chinese market, we are committed to long-term development.
A product matrix that meets various market needs
As the first link of the "Footprint Plan" of Cooper Tire, the product is undoubtedly the foundation for establishing a tire brand worthy of trust, as well as a fundamental foothold for all market activities. In 2009, Cooper will launch 20 new products for passenger tires for trucks and buses, and will create four brands, namely Dean, Chengshan, Aotong, and Fushen, to form a reasonable product matrix. The Dean brand will continue to position its mid-to-high end and provide more types of tubeless and tubeless tires for medium-to-long-distance transportation and urban public transportation; Chengshan, Aotong and Fushen focus on medium and short-distance transportation, and develop “mining type†for different roads. "," "port type" and other differentiated products. Such a different distribution of brands will help Cooper occupy high-, medium- and low-end markets.
While improving product quality and managing cost control, Cooper's existing expansion plant is ready at the same time. When the market recovers, it will rapidly increase the production capacity of all steel and semi-steel, and increase Cooper's market competitiveness. There is still a lot of room for improvement in the domestic truck and passenger car tire market. Cooper will continue to present a series of product promotion conferences to dealers and users to demonstrate the company’s strong technical and after-sales service capabilities, and be inspired by the ongoing direct contact. Through the update and comprehensiveness of product technology, it reflects its continuous improvement in its localization process in China's market segments.
Full range of promotion channels
Channel construction is not only the core part of brand sales, but also a forward position that directly meets customer needs and improves brand service quality. In the future, Cooper will build a three-tier retail system, which will accommodate three different types of retail stores, flagship stores, service centers, and storefronts to meet the needs of different markets and customers. At present, the flagship store in Shanghai has been opened. The store has introduced a model for the distribution of foreign advanced truck and bus tire stores, providing consumers with a high value-added overall cost management solution for the fleet. Cooper hopes that this successful model will be promoted in the central cities of the provincial capital of the country next year. Afterwards, shopkeepers will be set up in 80% of prefecture-level cities. The final goal of the three years will be to cover the retail system in counties nationwide. city. The three different models of retail outlets, flagship store, service center and store shop, can be applied to different markets and customer needs.
In addition to supporting the establishment of the store itself, Cooper will also provide support for retail stores in various forms such as service equipment, staff training, and tire sales incentives. Cooper's professional sales team and fleet management engineers will cooperate with the dealership management, including recommending suitable tires for customers according to the operating conditions of the team, guiding the proper use and maintenance of the tires, and maintaining and repairing the grooves, and refurbishment. Cooper's training and application of these talents is aimed at direct users, implementing full-service, and helping shop owners and consumers to develop tire safety and conservation knowledge more consciously.
In China, besides 6-7 large domestic tire companies, including more than 20 medium to large tire companies, and more than 300 small tire manufacturers, the competition is very fierce. It is undoubtedly the foundation for each company to settle down and build its own channels by allowing them to establish a foothold in China and expand more markets. For Cooper, which is not directly involved with OEMs and focuses on tire replacement, channels are even more important.
Perfect service solution
If the product is the starting point for attracting customers and the channel is the position for contacting customers, then the most important magic weapon for truly retaining customers is service. More and more manufacturers are no longer blindly putting into production to fight for market position. Instead, they have launched personal services for commercial vehicle users, displaying products and technical capabilities through services, approaching users, and promoting enterprises in the service process. The concept of establishing brand loyalty. Cooper believes that it is particularly important for car and passenger car tire customers to maximize the value of their tires. To this end, Cooper will help customers to reduce overall consumption costs by providing a complete set of service systems; cooperate with international retreaded tire companies to provide retreaded tires and greatly increase the efficiency of tire use; provide products and services through a 24-hour free service hotline. A series of supply and demand and roadside assistance to improve their own high value-added service system to reduce consumer cost.
At the opening of the company's first Dean Tire Trucks flagship store in Shanghai, St. Lunbao, Cooper has a series of useful attempts. If a team comes to Cooper in this store, they can enjoy various system services from purchase, use and after-sales service. The professional technical team in Cooper stores will recommend different products for different models in the fleet to help them adapt to better road conditions and thus minimize tire wear. At the same time, it guides vehicle owners to regularly maintain their tires in a way that helps them to extend their service life. Then, each tire sold in the store will be filed for tire filing and periodic tracking. According to the information left by the owner, it can be estimated that the use of the tire, when the tire uses a certain number of kilometers, the store will remind the owner back to the store Carry out tire maintenance to check the normal wear of the tire to ensure the safety of the tire. Worn out tires can also be returned to the shop for renovation services.
The data shows that the current truck and bus tires on the Chinese market are usually scrapped for 100,000 kilometers. In the United States, this figure is one million kilometers. Through standard use guidance and professional tire maintenance, domestic ordinary passenger car tires will increase mileage by at least 50%. Cooper chose Hyundai Newera as a designated tire remodeling partner for Cooper Platinum. As a retreaded enterprise with 50 years of experience, Hyundai Newela specializes in tire retreading related businesses. The production of retreading equipment is high in technology and durable. It is the most used equipment manufacturer in Asia for retreaders. one. Cooper also hopes to bring international standards of tire-treading equipment and accessories to the Chinese market through cooperation with Hyundai Newera and provide comprehensive after-sales services. The "Pivot Point Project" predicts that in the next three years, three parties will be funded by Cooper Chengshan, Hyundai Newera, and distributors, and 4 to 5 retreaded tire factories will be established. Through the tire retreading service, Cooper will provide more life for the truck and bus tires purchased by customers, which will greatly increase the efficiency of tire use and greatly reduce the cost for customers.
In addition to the continuous improvement of the quality of existing services, Cooper plans to launch a 24-hour free service hotline as a beneficial service initiative. Through this hotline, Cooper provides consumers and distributors with consulting and guidance on products, services, supply and demand, and provides Cooper's 24-hour roadside assistance. Cooper will join forces with dealers in various regions to create a road rescue system that best meets the local conditions. With the dealer's fleet resources, rich road conditions and experience, provide more rapid response to rescue. Behind this hotline, Cooper will fully build a customer service deployment center and build it into a central hub of the nationwide chain service network. Through this central hub, it will realize the deployment of 2,000 sales service outlets across the country to provide the best for all customers. Timely human services really make consumers worry-free!
At present, the market has a harsh winter scene, Cooper tires have chosen to launch a "pivot point plan" at this time. Talking about this, Alex Koi, the general manager of Cooper Tire China, said that Cooper Tire thinks that it is the launch of the passenger car. A good time for a new tire plan.
The objective analysis of market trends and the rational management of operations are the more important during the economic downturn. The more powerful enterprises will become the final winners. Products, channels, and services are all shot with three arrows. Cooper has quietly built its own comprehensive strength in China's card and passenger car market and is ready to go through harsh winters.
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About Cooper
Cooper Tires is a strong leader in the global replacement tire market and is currently the second largest listed tire company in North America. Cooper's manufacturing and technology bases are located in three continents in North America, Europe and Asia. Its products cover the multi-stage tire market, from family cars to luxury sports cars, from off-road vehicles to large trucks, from power cycles to super-motorcycles, and to extreme environments. Special tires and racing tires.
In April 2006, Cooper Tire officially entered China and established Cooper Asia Pacific headquarters in Shanghai. In terms of car tires, Cooper Tire expanded its tire market share with brand strategies at different levels and launched Cooper and Starfield, two brands that meet different customer needs. In terms of truck tires and tires, Chengshan Tire has inherited the experience and advantages of R&D and manufacturing of truck and bus tires. Cooper owns a number of card and passenger car brands targeting different market segments, including American professional passenger car tires developed specifically for Chinese road conditions. Dean Tire and so on.
In May 2008, Cooper Tire established the Asia Pacific Technology Center in Shanghai, which is the third largest research and development center for Cooper following US headquarters and Europe. The R&D work for users in the Asia Pacific region, especially in China, will be the Asia-Pacific R&D center. Work focus. In November 2008, Cooper was awarded the "2008 Multinational Corporation China Contribution Award" for the 30th anniversary of reform and opening up. In the face of the financial crisis in the second half of 2008, Cooper responded positively and took the lead in putting forward the concept of “cost innovation†in the industry in order to cope with the current difficult market environment; striving to improve the quality of the products and the product layout from the intensive culture of the company itself. Consumer demand saves costs at the source.
About Cooper Mountain
Cooper Chengshan (Shandong) Tire Co., Ltd. is a joint venture between the world's eighth-ranked US Cooper Tire & Rubber Co., Ltd. and China's third-largest tire manufacturer Shandong Chengshan Group. The company mainly produces high-performance car tires, passenger cars and truck tires, with an annual output of 10 million.
As one of the largest tire companies in China, "Chengshan" tires have won the "China Top Brand", "China Famous Brand", "China's Top 500 Most Valuable Brands", and won the honor of "China Tire Market First Customer Satisfaction Brand" for three consecutive years. , And has been in the industry leading position in technology research and development, distribution channels and so on.
Cooper Chengshan (Shandong) Tire Co., Ltd. is an important part of the global strategy of Cooper Tire & Rubber Co. of the United States. The comprehensive industry competitiveness formed after its establishment is more prominent.
About Modern Newella
The company specializes in tire retreading related business and has extensive experience in tire retreading. Tread gum produced in Malaysia is sold all over the world, except in Southeast Asian countries, but also exported to Japan, the United States, Australia, New Zealand, Middle East and Africa etc. In China, there are also many loyal customers. At the same time, it operates various types of retreaded tire equipment and products related to automobile and tire services; the tire production equipment produced by the company is high in technology and durable, and it is one of the equipment manufacturers most used by Asian retreaders. The company has always paid attention to quality. And after-sales service, can provide customers with a one-stop overall solution, winning many loyal partners in Asian countries.
1. Attracting attention: vacuum forming signage breaks through traditional two-dimensional expression techniques, using three-dimensional shapes to activate people's spatial imagination, and has a strong sense of three-dimensional shape.
2. Various color:
3. High cost-effectiveness: balancing both day and night effects. Not easily deformed or faded.
4. Green and environmentally friendly: Due to the complete recycling and reuse of acrylic materials, it is considered a form of green advertising.
5. Good performance: It has good corrosion resistance, rain resistance, fire resistance, and self ignition resistance.
6. Long service life: with an average lifespan of 80000-100000 hours;
7. Energy conservation and environmental protection: The safety voltage of the lighting system inside the font is 12V, which does not pose any harm to personal safety. The entire product does not produce light pollution or chemical pollution during use.
8. Widely used: The vacuum forming signage are widely used in store advertisements and advertisements in shopping malls, hotels, parks, buildings, and various institutions.