Delicate tires - brand strategy to build corporate core competitiveness

In December 2011, Shandong Linglong Tire Co., Ltd. Linglong Tire's "Linglong Tire and Chinese Women's Volleyball Team along the way" sports marketing case was rated "2011 CCTV Top Ten Sports Marketing Classic Cases" and made important contributions to the promotion of the Chinese Tire Industry Sports Marketing brand. And useful exploration. The brand is the most important symbol of the difference between enterprises in the market, and it is also the vane of the “money vote” for consumers. The consumer's perception determines the fate of the company, and the brand has a great influence on the consumer's cognition. Therefore, the brand is the most precious knowledge resource owned by the company.

Management innovation is the foundation of brand value increase

Tire manufacturing is an industry with large input and large output, and the requirements for product quality and technical content are very strict. In response to this industry's characteristics, Exquisite has established and improved its management innovation system and strives to create sophisticated management advantages. It collaborated with the US management consulting exquisite tires and introduced the world-famous Japanese lean production management model. During the operation of the management system, Adhere to the principle of “user-oriented God”, “human-centered” and “manufacturer-oriented”, adopting streamlined production as a means to fully pursue the “zero defect” goal, focusing on strengthening “previous prevention” from visualizing, on-site 5S, TPM, QC, and job-standardization “five plates”. , process control and continuous improvement have truly achieved the goal of “creating high-quality tires, creating exquisite diathesis, creating continuous improvement in performance, and improving customer satisfaction”. Linglong Tire has been listed as "Provincial Management Innovation Pilot Enterprise", "Top 500 National Informatization Construction Project", "Yantai City Enterprise Management Award", and "National Star Management Site Management Evaluation". At the end of 2011, Chairman Wang Feng won the "6th National Top 10 Enterprise Management Innovation Awards".

Technological innovation is the core of brand appreciation

In 2011, Linglong Tire improved its ability of independent innovation and accelerated the transformation of scientific and technological achievements as a new driving force for enterprise development. While improving product performance, it also aims to continuously adapt to the market and customer needs, and manufacture green products to reduce environmental impact and improve roads. Safety, to provide consumers with safe, healthy, environmentally friendly, fuel-efficient tire products.

The “ultra-low profile anti-slip, low-noise ultra-high-performance passenger car radial tire” independently developed by Linglong Tire was awarded the National Science and Technology Progress Second Prize and the first prize for scientific and technological progress in the petrochemical system, and was included in the 2011 National Related by the Ministry of Science and Technology. Science and technology project; Green-Max pattern tyres were ranked fourth in the test report released by the Finnish Exquisite Tyre in June, ranking first with the world's first-line brands for dry performance, wetland performance, comfort performance and economic performance. Surprise from Chinese tyres!! In the "China Tire of 2011" and "King of Tires for Commercial Vehicle Tires" sponsored by China Automotive News, the exquisite products Green-Max and F816 were awarded "China's 2011 Annual Cost-effective Tire" and "2011 China's Annual Heavy Truck Tires" "Two awards; the Linglong brand car radial tire and the exquisite brand radial tire were both awarded by the China Rubber Industry Association "the association recommended brand products."

Excellent products have brought outstanding reputation to the company. In 2011, Linglong Tire was awarded the honorary titles of "China's Chemical Industry Demonstration Enterprise", "China Patent Shandong Star Enterprise", and "Advanced Unit of Science and Technology Work". Linglong Technology Center was also recognized as a national enterprise technology center.

Corporate culture is the key to brand appreciation

In the process of implementing the brand strategy, Linglong Tire always aims to enhance corporate culture construction and economic indicators. It loves employees, loves others, loves the environment, and takes corporate culture as a solid foundation for brand value-added. At the same time, Exquisite actively fulfills its economic and social responsibilities throughout the world and uses this as an important part of corporate culture. It has sponsored more than a dozen sports events, including Chinese women's volleyball team, Brisbane football team and women's team, and actively participated in charity. Career, set up the Linglong Tire Studentship Fund to help poverty-stricken students Yuanmeng University of Fine Arts; opened Linglong Technical School to recruit junior high school graduates to study skills and arrange employment; from 2008 to date, they have participated in relief work and love donations of 3.15 million yuan; Has long been committed to protecting the environment for public welfare activities, organized women's racing teams to conduct "safe driving, low-carbon life" tours nationwide; participated in various public welfare practices for the protection of animals and plants, and won the International "Chimps and Wildlife Conservation Contribution Award". Honor.

In August 2011, Delicate won the National May 1st Labor Award, the highest honor awarded by the National Federation of Trade Unions and enterprises, and fully affirmed the enterprise culture construction.

Image shaping is the key to brand appreciation

Brand image formation plays a key role in brand strategy. In 2011, after the high-profile signing of the Chinese women's volleyball team, Linglong Tire appeared in the Shanghai Auto Show with a brilliant corporate image, which attracted widespread media and industry attention and made a head start for the development of the exquisite brand. Subsequently, Linglong Tire successfully promoted the brand by participating in the women's volleyball team's participation in the competition, participating in large-scale tire exhibitions at home and abroad, building brand image stores, and actively participating in public welfare undertakings, successfully creating a distinctive brand image. In June 2011, Linglong Tire, which was listed on the "China 500 Most Valuable Brand Rankings" for eight consecutive times, ranked 129th in the brand list with an absolute advantage of brand value of 9.269 billion yuan, ranking first in the tire industry.

The ever-increasing brand awareness and reputation have not only brought consumers perceivable higher value, but also brought all-round improvements to Delon’s tires, effectively expanded the business, increased market sales, and promoted the rapid development of the company. development of. At the end of 2011, Linglong Tire received incentive notices from Changchun FAW, Foton Linglong Tire, GM Wuling, Xiamen Jinlong, Shaanxi Heavy Duty Truck and other automobile manufacturers' "Excellent Supplier Award", and under the adverse situation of global tire sales falling year-on-year, The Group's exquisite tires achieved sales revenue of 16.6 billion yuan, and foreign exchange earned through exports reached nearly 900 million U.S. dollars. Linglong Tire also once again topped the list of "China's Top 50 Most Competitive Rubber Products Industry," "Top 500 Chinese Chemical Enterprises," "Top 500 Chinese Enterprises in 2011" and "Top 500 Chinese Manufacturing Enterprises in 2011." Exquisite brand's absolute influence.

In 2012, Linglong Tire will deepen the market with a high sense of corporate mission and advanced technological innovation to provide consumers with more outstanding and diversified products, allowing owners to experience the comfortable and comfortable driving experience brought by exquisite tires. In order to gain more support and trust for brand value-added, create exquisite core competitiveness.