“You are quite right. We actually started thinking about how to make better breakthroughs in 2009.†Alex Koi, general manager of Cooper Tire China, told reporters how Co. Ltd. mentioned the next step in the implementation of company-level links. The problem of jumping first expresses approval.
Solid platinum tires "iron head Shi"
Since the formal entry into China in 2006, after a few years of market cultivation, Cooper Tire has initially established the image of a “Global Replacement Tire Expert†in the minds of consumers. This, of course, is due to Cooper's different marketing strategies. However, compared to the simple and honest “Michelin Tireâ€, Cooper has not had a substantial image carrier despite the exuberant marketing activities of comics, music, and events.
Cooper Tire with nearly 100 years of history is not without a brand image. As early as the 1940s, it registered and used the “iron head†logo born out of the knight's image. Relying on the high quality focused on the replacement of the tire market, "Iron Shishi" has also become one of the most recognizable signs of tire products. However, after entering the new century, Cooper replaced and adopted a more simple and easy-to-remember circular pattern. “Iron Shishi†temporarily withdrew from the stage of history.
Is it possible to make “Tietou Shi†return to the arena? In order to promote the brand more fully, Cooper decided to re-enable “Tietou Shi†as the most powerful “spokesperson†for Cooper products in China. Of course, to be more in line with the aesthetics of modern Chinese people, “Tietou†has also changed its face in terms of styling: the medieval bronze armor mask “evolved†into the titanium armor of the postmodern warrior, and its shoulders are The "platinum blue" symbolizing peace and hope, the passionate red color of the chest, the firm look and the strong movement represent the heroic determination of "the return of the knight, who is in charge".
(In order to promote the brand more comprehensively, Cooper decided to re-enable “Tieshishi†as the most powerful “spokesperson†for Cooper products in China.)
In addition to improving its own brand image, Cooper is also closely following the Chinese market. After the Chinese auto industry's production and sales jumped to the top in the world in 2009, will the tire industry also usher in a wave of production expansion? Cooper has quietly calculated China's market capacity: “At present, the number of Chinese cars and cars is around 15 million—2000. Millions of vehicles are estimated to replace 1.5 tires per year for one vehicle, and about 35 million to 40 million replacement tires will be produced in about one year.†Yu Sili told reporters that Cooper took two plants in Rongcheng, Shandong and Kunshan, Jiangsu. Based on the appropriate increase in production capacity, instead of building a new plant strategy.
Behind the rush to expand production capacity, apparently also affected by the sharp rise in tire raw materials, especially natural rubber, in 2010. Many tire companies can only adopt a strategy of transferring prices to consumers. Cooper also raised prices by about 4% to 7%. However, Si Sili emphasized that the rising costs must not be passed on to customers by 100%. He said: "Cooper continues to adhere to the concept of 'cost innovation' that was pioneered in the industry when the financial crisis broke out, and increased capacity while reducing energy consumption and strive to save costs at the source."
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