Cooper builds mountains: the highest aim is to improve user satisfaction
Recently, the 4th Asian Essen Tire Exhibition was held at the Shanghai New International Expo Center and the 10th China Rubber Technology Exhibition (RubberTech 2010). The tires and rubber industry leaders at home and abroad, such as Cooper, Shuangqin, Linglong, and Zhongceg, have taken a strong lineup to exhibit the latest high-tech products. The grand gathering of tire industry giants attracted a high degree of focus from industry users and dealers. . At the exhibition site, newly launched products of Cooper Chengshan (Shandong) Co., Ltd. attracted a large number of visitors. Mr. Xiao Qian, deputy general manager of the company, received an exclusive interview with the reporter.
Reporter: What is the target audience, product superiority performance, and market acceptance of the all-season travel tire newly launched by Cooper Chengshan ?
Xiao Zong: The all-season travel tire was produced after the joint venture of Cooper and Chengshan. The introduction of this tire is a new concept for China, and it will have a very wide market space, and it will also lead the Chinese tires. The manufacturing industry develops to higher technological areas. Although China's current tire production is very large, but the technical content is generally not very high, compared with the world's tire giants there is a big gap, we have to use the technology accumulated by the US Cooper for many years to develop tires with technical content, which is also " One of the reasons for the joint venture between Chengshan and Cooper.
With the rapid development of the Chinese automotive industry, drivers have increasingly higher requirements on the quality of tires. They not only require tires to have longer mileage, but also require higher safety and better comfort. The all-season travel tire launched by Cooper Chengshan is designed to meet these needs of users. Its main advantage lies in its four major advantages of handling, wet skid resistance, low rolling resistance and low noise. It overcomes the disadvantages of general tire tread rigidity, poor homogeneity, and poor dynamic balance. It also has disadvantages such as easy skidability during rainy days, low carbon environmental protection, and a lot of energy consumption compared to ordinary tires.
Reporter: When more and more products are homogenized in the market, seeking differentiated marketing has become an essential weapon for the survival and development of tire companies. What differentiates Cuboku Chengshan's differentiated market strategy?
Xiao Zong: The differentiated market strategy of Cooper Chengshan is mainly reflected in service differentiation. Services can dominate the trend of product sales, and the ultimate goal of service is to increase customer retention and increase market share. Only differentiated services can make enterprises and products always occupy a place in the user.
In fact, the first difference marketing is in the selection of tires. In the selection and use of tires, we provide free guidance and services. So far, no tire is suitable for all models, or for all road conditions, can only be said to be close to this target, so we will work tire-related services. First of all, we encourage users to choose the correct tire according to their needs. Choosing the right model to play a greater role in the tires is similar to choosing a car. If you are going to the mountains, you will choose more off-road vehicles and use more cars in large cities. In terms of tire selection, we have done a lot of research work on market demand through direct face-to-face conversations with drivers. In various markets in China and in individual markets in the world, we have dozens of meetings or lectures on tire use guidance every month to tell everyone how to choose tires.
The second aspect of our service is to provide guidance for users to use tires. Pre- and after-sales are all related to the use of tires, the most need for popularization or after-sales use guidance, because many drivers do not have a very clear concept on how to better use and maintenance of tires, such as air pressure, transposition and other maintenance knowledge . Through our continuous efforts, we will let everyone know that suitable air pressure, more scientific transposition, and other more scientific methods of use will make better use of tire performance, and even extend the service life of tires, and further guarantee the safety of driving. .
The third is on the after-sales service of product problems. We will also provide services for problems such as tire damage and puncture caused by improper use. After the product problems are solved, all our market service personnel will perform one. Guidance responsibilities, tell the user what the problem is with the tire, how the problem is out, how to avoid it later, how to maintain and so on. Through this series of methods, we hope that the majority of drivers will have a conception of tires.
Reporter: At present, the development of the domestic automotive industry is very hot, and the development momentum is very good. The prices of raw rubber for tires are also rising so fast that Cooper has not taken some corresponding countermeasures.
Xiao Zong: Now I estimate that all manufacturers are thinking about their own methods. At present, from the analysis of the international situation, not only raw material prices, but also a wide range of various economic barriers, such as "special protection case", "Brazil anti-dumping", "India anti-dumping" and other kinds of restrictions appear. With the rise in oil prices and the pressure for appreciation of the renminbi, not only natural rubber prices, including carbon black and labor, are rising, but Chinese companies are facing a great challenge. Then how do we deal with it? The first is to develop high-tech and high-value-added products as much as possible. Because of high-tech, high value-added products in this situation, the price fluctuations are not so high. If all of our tires are truly made of a brand name and made into a high-tech product, then its price sensitivity will be relatively low, because the technical value therein is not affected by changes in the market. For example, in the United States’ special safeguard case, it imposes a punitive tariff of 35%. However, through the production of high value-added products, our total exports to the United States in 2010 have increased by more than 90% compared with the same period in 2009. Close to twice 2009. Under such circumstances, even if we receive a 35% tariff, our exports will grow because we are using some high value-added products.
Today's Chinese companies also face a very realistic situation. Chinese products are still competing with Chinese products abroad. China's tires have reached the US market. They are not competing with the two major US tire giants, Goodyear and Cooper, but are competing with Chinese export products. Our philosophy is: to put up the technical content, go to the United States, to the United States, Goodyear and Cooper on par. As long as there is technical content, Chinese tires sold in the United States will be sold at a price lower than the United States' Goodyear or Cooper tires, even if they are subject to a 35% tariff, so our competitive advantage is obvious. This is the main reason for Cooper's success. Coping strategies.
The second strategy is the internal management of the company. In 2010, we eliminated a lot of low-end production capacity, gradually eliminated more than 50 sets of old equipment with relatively low production grades, and Cooper Chengshan did not bother to manage the volume. The main thing is to emphasize the improvement in quality. We must make our products sound loud. This is the concept brought by Cooper of the United States. With good things to go to promote, it is true marketing, if there is no good product, relying on marketing that is to say big. Tires have two parts: passenger tires and commercial tires. Passenger tires require comfort, durability and safety. Commercial tires are costly and cost-effective. After our high-tech products come out, our marketing is like a "dumb sales knife." With the same tires, we will increase market share with high cost performance.
Another point is the improvement in service. In 2009, Cooper Chengshan opened a 24-hour service call to strengthen communication with all registered customers. When customers do not call, we will call out to keep this line as effective as possible. Communicating. If the customer has a problem that needs to be solved, as long as the customer's phone arrives, the company's service personnel must arrive within 24 hours. Foreign customers can send the problem data and there must be a reply within 24 hours. In terms of service, I think the most important thing is to focus on timeliness, emphasis on humanity, and focus on maintaining communication.
Reporter: In the future, in the production of tires for passenger cars and commercial vehicles, will Cooper and Chengshan have a focus?
Xiao Zong: Yes, it is already available. We produce tires according to the different market characteristics of passenger cars and commercial vehicles. When we manufacture tires for high-end cars, we pay most attention to comfort and safety, and our cost considerations are less. If we use operational vehicle tires, such as taxis and trucks, the safety and durability are the most important factors in transporting goods. The requirements for comfort are not that high. We determine the proportion of passenger car and commercial vehicle tire production based on the customer's needs and market share, because we always aim at improving the user's satisfaction. When we engage in marketing, we must thoroughly understand the needs of our customers. In the end, the needs of our customers must be reflected in the products. A big responsibility of marketing is to connect factories and consumers and reflect the needs of users to factories. Let the factory produce products in accordance with the needs of users. This is a business concept that truly embodies the principle of “higher user satisfactionâ€.
Reporter: Cooper Chengshan is already a well-known brand in the market. Will future sales promotion consider advertisements such as Michelin or Zhongchao Chaoyang Tires, and accumulate word-of-mouth and promote the status within the industry through some promotion methods?
Xiao Zong: Yes, promotion is very important. If we look at the development trajectory of our factory, we can also see that although Cooper Chengshan had a joint venture in 2006, we did not invest too much in advertisements between 2006 and 2008. Instead, we focused our efforts on advertising. In terms of internal adjustment and technology introduction, we have been doing a lot of outdoor signboards, street sign advertising, and participating in various trade shows since the beginning of 2009. In 2010, we invested tens of millions of dollars in brand promotion and made advertisements on many regional radio stations, television stations, and many inter-provincial television stations. Next, we will continue to advertise in larger media, because after five years of accumulation, Cooper Chengshan has its own style positioning. Now it is time to tell our style. This is not only an advertising campaign but also our goals and confidence for the future.
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. US Cooper Tire & Rubber Co., Ltd. is one of the leaders in the global replacement tire market and is dedicated to the design, manufacture and sale of various mid-to-high grade and specialty tires. Cooper Tire is the only official sponsor of the World A1 Grand Prix. As one of the largest tire companies in China, “Chengshan†tires have been leading the industry in terms of technology research and development, distribution channels, etc. Its products have received high praise and attention from the professional field of card passenger car tires.
Thermal Handheld inkjet printer adopt HP TIJ2.5 technology, printing height is can be 1.5mm to 25.4mm,it can be use as handheld inkejt printer, and continuous inkjet printer if add extra lead rail and sensor, printing resolution up to 600dpi
HAE Inkjet Coding Machine adopt sealed ink cartridge, avoid ink ink pollution,and complex experiment and adjustment, it is maintenance-free, multifunctional.
Continuous Inkjet Printer,Rotary Inkjet Printer,Date Inkjet Printer,Chinese Inkjet Printer,Thermal Inkjet Printer,Handheld Inkjet Printer
Wuhan HAE Technology Co., Ltd. , https://www.whwallprinter.com