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Compared to Michelin, Goodyear and other European and American multinational tire giants, it is not too late for the Korean tire brand to enter the Chinese market, and its market share in China has been leading. However, after the quality crisis of confidence appeared in previous years, Korean tire brands began to no longer focus on sales. From product positioning to after-sales service, two Korean tire brands Hantai and Kumho in China made strategic adjustments respectively. The difference is that the overall positioning of Hankook Tire has started to shift to high-end branding in recent years, and brand awareness has been increased with luxury brand models, while Kumho Tire has continued to refine its after-sales service system to extend product warranty period to “recoverâ€. People's hearts." From the performance of the two companies in the 2013 Global Top 75 tires, they have shown an upward trend.
Hankook: supporting high-end luxury car brand transition to Chevrolet <br> <br> the largest number in China, coupled with Hankook Tire mainly in many Korean series models as well as some European and American brands in China mainly intermediate models supporting the market. Therefore, Hankook Tire basically wins market share. However, starting in 2008, Hankook Tire began to develop a strategy for the transformation of the brand to high-end. Since it became a partner of Audi A6L six years ago, in 2010, it began to cooperate with Ford’s high-end brand Lincoln, providing support for Lincoln MKT’s large-scale extended cross-country vehicles; in 2011, Hankook began to successively become the BMW MINI, the new 1 Series, The new 3 Series will provide support; in 2012, Hankook will start supporting Audi's new A6L and will be supporting the 2013 Chrysler 300AWD and Dodge Raiders under the Chrysler Group. In 2013, it began supporting Audi Q3, and continued to provide support for the new Lincoln MKZ. At the same time, it began to support the new BMW 5 Series and the new third generation of the X5. This is after the BMW MINI, the new 1 Series, the new 3 Series, BMW and Hantai. The fourth cooperation, mainly covered models include 520i, 528i, 530i, 535i and 520d, but also for the Mercedes-Benz new S-class and the new E-class and the new Mercedes-Benz E-class ultra-green BlueEFFICIENCY version models to provide support.
Hankook’s road to supporting luxury brands has not been smooth. Nandu reporter learned from the inside of Hankook Tire that it usually takes at least three years from the start of the order to the successful development of an accessory vehicle. Luxury brands such as Mercedes Benz, BMW, Audi, etc. must meet the tire wear resistance and wetland requirements at the same time. The two indicators of land strength until the recent years, Hankook reached this requirement on the technical level, it became the partner of the other side.
Kumho: focus on after-sales service extended warranty <br> <br> another Korean series Kumho tire companies, also occupy a higher market share in China. Since a few years ago, companies faced the brand trust crisis and began to focus on strengthening their after-sales service. The company extended the warranty period for its products and implemented VIP safeguard policies and special safeguard policies. Kumho China announced that Kumho Tire's “Three Guarantees†period will be extended to “in five years from the date of production or within one year from the date of invoice purchaseâ€. Considering that the typical natural life of the tire is 4-5 years, the “three guarantees†period of Kumho Tire will be correspondingly extended to “the first five years from the date of production or within one year from the date of purchase invoice†to cover the entire life cycle of the tire; In the selection of “Three Guarantees†claims, the collection of wear fees is more lenient than the national standard. With the “wear over 2.0mm†standard, before the tire tread wear exceeds the scrap standard (1.6mm), due to manufacturing defects. Tire problems can be replaced with new tires. Last year, Kumho continued to expand the scope of quality assurance products, and new products can enjoy Kumho Tire's "VIP protection policy." After the user purchases the product, the impact drum kit that has been nail-pierced, scratched, or worn no more than 50% of the tire within one year can be replaced at any of Kumho's designated stores for free. As a result, in the post-sale survey of major multinational tire companies last year, they received a high degree of consumer acceptance.