Not long ago, Cooper Tire announced its new tire brand, Dean Tire, in Xiamen. Cao Kechang, President of Cooper Tire Asia Pacific, stated that the listing of Dean Tire Brands will enrich the solid platinum brand's brand distribution of heavy tyres and provide professional mid- to long-distance product and service solutions for mid- to high-end passenger and passenger car customers, providing them with higher Exercise mileage, more comfortable, safer, lower fuel consumption and longer life.
Complete layout
As part of Cooper Tire's multi-brand strategy, the Dean brand positioning the mid- to high-end tire market is a powerful complement to its overall layout.
It is understood that in April 2006, the US Cooper Tire officially entered China. In the face of the diversified Chinese tire market, Cooper Tire has adopted a multi-brand strategy to expand its tire market share. In terms of passenger tires, Cooper and Starfire were launched. In terms of commercial tires, Cooper Tire acquired the third largest tire company in China at the end of 2005 (formerly Shandong Chengshan Tire Most of the company's shares were established at the beginning of 2006. Cooper Chengshan (Shandong) Tire Co., Ltd. will include Chengshan Tire's original Chengshan, Aotong, and Fushen tire card brands.
Tang Fengqi told reporters that Chengshan Tire has a history of more than 30 years in China. He started the radial tires in the 1980s and won a well-known Chinese brand in 2003. His three brands each have their own focuses, with the Chengshan brand targeting the mid-market, Aotong and Fushen. It is for the low-end market. After the establishment of the joint venture company, in order to make up for brand vacancies in the mid- to high-end truck and passenger car tire market, Cooper introduced its American-origin brand Dean Tire to China, where technical experts from the United States made design improvements based on the Chinese tire environment. Cooper Chengshan (Shandong) completed production and sales.
At this point, the brand layout of Cooper tires in China's card passenger car tire market has gradually improved.
Focus on replacing the market
In all the information related to Cooper tires, there is basically the title of “Global Tire Replacement Expertâ€. Tang Fengzhen told reporters that “every company has its own history and advantages, and the tradition of Cooper tires is that we only focus on replacing the tire market.†She said that most tire manufacturers have a whole Depot factory supporting business, for many tire manufacturers supporting business is also an important part of its business, but with the intensified market competition, vehicle manufacturers by the pressure of sales, reduce production costs is its inevitable choice, this time, It is only natural for automakers to lower their prices when buying tires. Therefore, Cooper Tire chose the replacement tire market that is directly facing the end consumer.
It is understood that Cooper's confidence comes from two aspects. On the one hand, it is an in-depth understanding of Chinese car owners. Tang Fengji explained: “We have done enough investigations to show that the level of professionalism of Chinese car owners is increasing. More and more people are beginning to realize the important role of tires in car driving, and they are beginning to realize that the original tires are not necessarily the most suitable. The tires of the owner's driving situation.†On the other hand, the abundant product series and specifications provided by Cooper Tire can meet the diversified needs of different owners. For example, a conventional-size tire, Cooper, can give the owner 3 to 5 patterns with different performance characteristics to choose from. There are different solutions for different groups of tires and different solutions for different models. As far as heavy tyres are concerned, in addition to wear and fuel economy, trucks emphasize traction more, and passenger cars pay more attention to comfort and safety.
Tang Fengzhen told reporters that providing owners with diversified options is a major advantage of Cooper tires that enjoy the global reputation of replacing experts. According to her introduction, according to JDPower survey conducted by the US automotive authority research institution, in Australia and North America, Cooper Tire's customer purchase rate is as high as 60%, ranking first and far higher than the industry average of 42%. The three Dean-branded card passenger tires that were introduced for the first time this time are all aimed at the actual situation of mid-to-long-distance coaches and buses. The compound formulas and patterns are specially designed.
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