2015 witnessed an overall fluctuating tire industry in China caused by all kinds of adverse factors includ- ing the American “Antidumping and Countervailing” policies and the slight growth in the auto market. According to the statistics of CRIA Tire Branch, in the first three quarters, the realized sales revenue of tires in the whole industry was RMB 118.778 Billion Yuan with the year-on-year decrease of 13.53%; while the profit in the whole industry decreased by 34.99% on a year-on-year basis. However, Wanli Tire increased against the trend with the rate of operation remaining a high level throughout the year. From January to October, the sales volume of tires was more than 9.76 million units with the year-on-year growth of 9.7%; the realized sales revenue of tires increased by 5.07% on a year-on-year basis; and the realized profit increased by 11.43% on a year-on-year basis. The market image stores and terminal stores respectively increased to 636 and 3718 all over China. The acquisition of these respectable achievements against the trend is only the “appearance”, which implies the driving effect of a se- ries of major measures of Wanli Tire in 2015.
Comprehensively Refreshing New Brand Image of Wanli in 2015
In 2015, the beginning year of new reform, Wanli Tire made elaborate layout on many aspects as man- ufacturing, channel services and technical R&D to comprehensively refresh the new brand image of Wanli from such aspects as production, service, R&D and brand. These “major actions” showed the system layout in combination with its own medium and long-term development strategy plan and accurately grasping the market development trend.
Manufacturing forged an intelligent “DreamWorks”. At the beginning of this year, the project of green TBR tires with the annual output of 2 million units in Hefei Wanli laid the foundation and got a good start of the new reform of Wanli Tire in the whole year. Hefei Project was known as “DreamWorks” inside Wanli Tire, which adopts the most advanced automatic unmanned operation technology on the whole. After the completion, the production efficiency of Wanli Tire will be improved greatly; the comprehensive percent of pass of tire products will reach 99.9%; and the human cost will be reduced by RMB 60 Million Yuan annually. In August, the newly increased 10 million units of green high-performance passenger car tire project in Conghua Base of Wanli Tire was formally put into pro- duction formally, which greatly relieved Wanli Tire’s market situation that demand exceeded supply.
Channel marketing was based on the E-business platform. Wanli Tire formally entered auto 4S stores in March. Meanwhile, the tire flagship store was for- mally open in Fanyu, Guangzhou, opening a prelude of the strategic reform of Wanli Tire in the channel field, which marked the new leap of Wanli Tire in the termi- nal network construction and played a positive role in the channel construction and the brand image improve- ment of Wanli Tire; in November, the comprehensive mobile B2B and B2C E-business platform featured by products and services related to tires -- Wan “+” Alli- ance (Wanjia Alliance) was formally online, integrating the offline merchant resources of each city in China based on the “Internet+” idea to build the O2O mobile consumption E-business platform featured by online appointment and offline enjoyment with the mobile positioning service mechanism. These measures both played a positive role in the improvement of the tire sales network image and professional service level. In the next step, Wanli Tire will continuously strengthen the standardized construction of the sales network to make Wanli Tire become the favorite brand of more consumers. The channel subsidence strategy of Wanli Tire has been very clear.
The R&D of products could compare favourably with the big international tire brand. In July, the new flagship product SA302 of Wanli was grandly released by West Lake. Wanli Tire fully showed its own strong technical R&D strength at the new flagship product release conference. No matter in pattern design or formula, the new product has made comprehensive innovation. The data from IDIADA, Spain, an authoritative third-party testing organization in the world, is rather pleasant, reaching the level competitive with the international first-class big brand.
No matter the intelligent “DreamWorks” in the production filed or the flagship store serving to home in the channel marketing field; no matter the new flagship product whose performance on a par with the international big brand or the release of the concept tire pioneer for new energy auto...Wanli Tire is always refreshing its own brand image with practical actions to change the stereotype image of Chinese tire brands in consumers’ eyes and show its aspiration to become a leading brand in Chinese tire industry.
Profound Accumulation to Steadily Stride towards Strategic Plan
In 2015, the starting year of its medium and long-term strategic plan, Wanli Tire had a good beginning under the condition of market depression by numerous reforms and innovations. In 2016 and even the farther future, Wanli Tire will always stand ahead of the reform, grasp the market pulse and keep exploring firmly towards the medium and long-term strategic plan in 2020 to become the leading brand of Chinese tires.
In the production field, the automatic assembly line of Wanli Tire with the production capacity of 10 million units in Conghua will be formally put into operation in the first half of 2016; in the second half of the next year, the green plant will be established in Hefei, which will increase the sales volume, market share and other aspects of all-steel tires of Wanli Tire to a great extent. The successful operation of these two plants can make up the capacity weakness of Wanli Tire in semi-steel tires and all-steel tires, leading Wanli Tire to go into a balanced situation during the development of semi-steel tires and all-steel tires. This will be of great importance in the areas of Wanli Tire such as production capacity structure, production technology adjustment, etc.
In the marketing and service field, Wanli Tire will have new further breakthroughs of image in 2016, such as more international brand strategy layout, new brand slogan and enterprise VI. At the same time, Olympic Games will be held in 2016. By then, Wanli Tire will consider the implementation of marketing publicity concerning some sports events to make its new brand image and the consumer preference well combined together. With the formal operation and the continuous development afterwards of Wanjia Alliance in November of this year, the service brand of Wanli Tire will be released in due time next year to provide better high-quality services for consumers. Besides, in combination with the E-business and WeChat business, by perfecting CRM system, Wanli Tire will truly focus on the consumers, implement the integration of product R&D, production, sales and services and improve the brand image of Wanli Tire.
In the R&D field, with the upgrading and reconstruction of China Research Institute of Wanli Tire, Wanli Tire both has great improvements in the equipment R&D and the R&D level. Furthermore, the Europe Research Institute of Wanli Tire will also have periodical achievements in the next year. Wanli Tire will collect the most leading tire technologies and market information in the international tire industry and make first-phase preparations for entering the European matching market in the future by Europe Research Institute.
