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Cooper Tires announced its "pivot point plan" strategy for the commercial vehicle market in Beijing. This plan is an all-round, all-weather service system developed by Cooper Tire for Chinese card and passenger car users based on the commercial vehicle tire market, involving products, channels, and services. It strives to achieve a comprehensive product matrix and a full range of promotion channels. High value-added services provide users with comprehensive solutions. As of October 2008, sales of Cooper Tire's business in China in 2008 increased by 9% year-on-year, and it chose to release its “pivot point plan†for the commercial vehicle tire market in early 2009, which is a combination of Cooper's market demand, external conditions and its own The timely move of the situation.
Rich and diverse products to meet different needs
In 2009, Cooper will introduce 20 new products for passenger cars and tires for the Chinese market, and strive to create four major brands: Dean, Chengshan, Aotong, and Fushen, forming a reasonable product matrix. The Dean brand will continue to position its mid-to-high end and provide more types of tires with inner tubes and tubeless tires for medium and long-distance transportation, urban public transport, etc. Chengshan, Aotong, and Fushen focus on medium and short-distance transport, and develop “mine type†for different roads. "Port-type" and other differentiated products. The distribution of brands with different ladders is conducive to the occupation of high platinum, medium and low markets by Cooper.
Full range of promotion channels
Channel construction is not only the core link of brand sales, but also the front line that directly meets customer needs and improves brand service quality. In the future, Cooper will build a three-tiered retail system, which will accommodate three different types of retail outlets: flagship stores, service centers, and shop-shops to meet the needs of different markets and customers. At present, the flagship store in Shanghai has already opened. The store has introduced a model of distribution of foreign advanced card and passenger car tire stores, providing consumers with a high value-added overall cost management solution for the fleet. At the same time, Cooper hopes to promote this model in the provincial capital cities in 2009; after that, it will set up shop-shops in 80% of prefecture-level cities; the ultimate goal in 3 years will be to extend the retail system to counties across the country. City.
Perfect service solution
If the product is the starting point for attracting customers and the channel is the position for contacting customers, the magic weapon for truly retaining customers lies in the service. More and more manufacturers are no longer blindly put into production to strive for market position, but have launched personal service for commercial vehicle users, through the service to demonstrate the technical strength of products and companies, promote the concept of the company in the service process, establish a brand loyalty. To this end, Cooper will provide a complete set of service systems to help customers reduce overall consumption costs; cooperate with international retreaded tire companies to provide retreaded tires and greatly increase the efficiency of tire use; provide products and services through 24 hours of free service hotline. A series of high value-added services such as supply, demand and supply, and roadside assistance reduce consumer use costs. The data shows that the current card and passenger car tires in the Chinese market are usually scrapped at 100,000 km, and in the United States, this number is 1 million km. Through standard use guidance and professional tire maintenance, domestic ordinary passenger car tires will increase mileage by at least 50%. The addition of a new partner, Hyundai Newera, undoubtedly increases the weight of the "point plan" in the service sector. As a retreaded enterprise with 50 years of experience, Hyundai Newela specializes in tire retreading related businesses. The tire production equipment produced by the company is high in technology and durable. It is the most used equipment manufacturer in the retreading industry in Asia. 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. According to the "Front Point Plan", it is expected that in the next three years, Cooper Chengshan, Hyundai Newera and distributors will invest in the establishment of 4 to 5 retreaded tire factories. Through the tire retreading service, Cooper will provide more life for the truck and bus tires purchased by customers, greatly improving the efficiency of tire use, and greatly reducing CPK (cost per km) for customers.
Xiao Chu, Sales and Marketing Director of Cooper Chengshan (Shandong) Tire Co., Ltd. elaborated on the contents of the "fulcrum point plan" at the press conference, and stated that it was the third time after Cooper and Cooper Chengshan cooperated to launch this plan. In all aspects of management philosophy, technology research and development, quality system sales network ready to go. As an important strategy of the Cooper Tire Truck Passenger Cars business in China, the “Pivot Point Program†will fully support the various dynamics of Cooper's card and passenger car tire market in China in the next few years, helping them to build their own brand strength and product characteristics. Based on the Chinese market, Cooper is committed to long-term development.