Recently, Cooper's joint venture Cooper Chengshan (Shandong) Tire Co., Ltd. officially changed its name to Cooper Chengshan (Shandong) Tire Co., Ltd. The change of name this time, on the surface, seems insignificant. However, this is the first time Cooper Tire has entered the market in China since 2006. It has for the first time been able to face the market with a unified domestic corporate brand image. What is even more interesting is that for a major brand image that is related to the future development of the company, Cooper will actually be able to spread the financial crisis to every corner of the world and the world economy is generally in a downturn.

So what does this change of name mean for Cooper? Why does Cooper choose to launch its unified brand image at this time? What kind of market strategy is behind the name change? With this series of questions, the newspaper The reporter interviewed Mr. Cao Kechang, Vice President of Cooper Tire and General Manager of Asia Pacific.

Mr. Allen Tsaur, President of Cooper Tire Asia Pacific, was renamed at Chengshan Stadium

Timing: highlighting confidence

At present, due to the financial crisis, the world economy is generally sluggish. Since the second and third quarters, due to the rising costs of raw materials, labor, and logistics, the tire production cost has suddenly increased, resulting in an overall decline in tire sales, which has caused major tire manufacturers to agonize.

“The selection of Cooper Tire to unify corporate brand image at this time is of special significance.” Cao Kechang told reporters, “We want to convey this message to consumers: After Cooper Tire entered China, after more than two years Precipitation has already been sufficient in product development, quality, and service, and it can provide consumers with highly efficient and perfect products and services under any circumstances."

As a world-renowned tire company, Cooper entered the Chinese market in 2006. After that, it has always been “low-key” in corporate publicity. In this regard, Cao Kechang said that in the previous two years, Cooper did not concentrate on doing business and even product promotion, but chose to “work hard”.

In the past two years, Cooper has continued to invest in research and development, and on the basis of the original car tires, it has also launched a card passenger car product suitable for Chinese road conditions, Dean. In November, the first Dean Tire flagship store was launched in Shanghai. At this point, Cooper was only really completed the domestic product layout. At the same time, Cooper has implemented a Six Sigma management system in business management, which not only guarantees product quality, but also greatly reduces the production cost of the company, which is a new step in production management.

“In this way, we can better guarantee the quality of our products and better serve our consumers. Therefore, from another perspective, Cooper chose to unify corporate brand image at this time and it is also highlighting our Chinese market confidence."

Crisis: Active response

For the financial crisis in front of him, Cao Kechang also frankly stated that Cooper has been greatly affected. In the first three quarters, due to the rising cost of raw materials, Cooper's overall sales in the global market were affected. Since the fourth quarter, due to the financial crisis, the economic downturn has been serious, and the consumer's consumer confidence has been insufficient, which has also caused a decline in tire sales.

“Although it is currently in a relatively difficult period, I think this may not be a bad thing for market competition and for companies. For Cooper, the current production volume is reduced, and we use this opportunity to overhaul the production line. In addition, the workers were also given centralized training, which was difficult to achieve in the past, because the production tasks were too full. I believe that after this round of crisis, our production capacity and product quality can be upgraded to a new level. Steps.” Cao Kechang told reporters.

In addition to the hard work of the company, Cooper also actively uses various channels to help users improve the efficiency of tire use, and thus improve the ability to resist market risks. In terms of commercial tires, Cooper is equipped with a professional technical team. According to Chen’s operating conditions, it recommends suitable products for customers, regularly professionally maintains and guides the correct use of tires, and guides consumers to properly use and maintain tires to prolong their use. The service life of the tire. In terms of after-sales service, Dean Tire's flagship store dealership will also provide tire files, regular tracking and Other series of services, and strive to be more responsible for consumers. With a complete service system, Cooper helps customers reduce their overall cost of consumption and maximize the value of their tires.

In particular, it is commendable that the first Dean brand card passenger car tire flagship store in China, Co., Ltd., which was opened in November, is the first to introduce this model, which not only provides a product display and service as a sales platform. It also provides consumers with a high value-added overall fleet cost management program.

Product: Higher than expected

Referring to the performance of Dean Tire's market, Cao Kechang's joy is full of words. He said that since Dean Tire was listed in May, the market has performed very well - "higher than our expectations."

Deanka Bus Tire is newly developed by Cooper based on the Chinese road conditions. It adopts a specially developed rubber compound formula in production and applies a more solid design concept to the shoulder, bead and carcass, and also controls the tire. Several major aspects such as sex, durability, and grip have also been added to product development to ensure tire wear resistance, long life, and ride comfort.

Cao Kechang said that in order to track the actual performance of Dean Tires, Cooper Dean’s flagship store has tracked down Dean Tire's sales with a complete set of service systems to better improve the products.

After the sale, in December, Cooper released a professional passenger car tire solution to help customers improve the value of the tires, which in turn saves costs. With proper management, it is possible to increase mileage, damage parts, and reduce fuel consumption. In terms of the tire itself, CPK (Cost per Kilometer) can also be greatly reduced. Play the highest value of truck and bus tires - this is the ultimate goal of Cooper. The concept of such overall service management has been successfully verified in some dealerships, and the benefits of services have been recognized by dealers and consumers.

The financial crisis brought a great crisis to tire companies, but Cooper Tire has full confidence. Cao Kechang said: "Through all kinds of measures, we have the confidence to turn crisis into opportunity to successfully weather the cold and wait for the next round of economic boom to flourish."

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