I don't know if it was because of Kesi Li and I'm more familiar with Cooper tires, or because Cooper Tires know more about Kesi Calendar. In short, in the past six months or more during the last years of Yu Sili’s appointment as the general manager of Cooper Tire China, both Cooper and Si Sili have been the focus of media chase. This is not only because of his reputation in the industry, but also because of his series of promotional activities for Cooper Tire since he took office.
Then, with the rapid development of China's logistics and transportation industry, what strategy has Coturnus, which has been focusing on replacing the tire market, face the challenges of the market?
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Cooper performs tire burn on site to allow dealers to experience the quality of tires themselves
When the tire meets rock
On June 28th, the reporters met Qusi Lili at the rock concert rehearsal of the Beijing Exhibition Center in the north show season of the month of December.
“How about, is the site great? Can you listen to the concert tonight?†Just as soon as he met, Kesi Li warmly told reporters.
This time, it included concerts by rock musicians such as the Tang dynasty band and Xie Tianxiao, and was specially sponsored by Cooper to promote Dean, a professional truck and passenger car tire that was just released in Xiamen in May.
As a marketing genius, almost no one doubts the ability to promote the brand. Cooper Tire specifically invited him to assume the post of General Manager of China. To a large extent, he also took a fancy for this. However, watching the gorgeous stage in front of the audience and stirring rock music, it is still difficult for reporters to associate this with the tires.
“The positioning of the Cooper Dean Tire is aimed at mid- to high-end passenger and passenger car users and provides professional solutions for mid-to-long-distance products and services. Choosing Dean to appear on the stage of the North Show season is due to the recognition of Cooper and the organizers. Dean's rugged, passionate connotations are synonymous with the spirit of the spirit of love. Like music, Dean has the potential to send out endless possibilities." Kesi Li told reporters.
For the 13-month record company, Miao Sili believes that although they have no singer stars, they are not necessarily widely known. "But as soon as you enter their fields and reach out to their music, you will find them great."
And like these singers that are extremely popular in certain markets, Cooper tires have different fitting tires for different road conditions and models to meet the different needs of consumers. The newly-listed Dean Tire is a professional tire brand for card and passenger cars. It is designed by professional Cooper platinum tire designers and developed for Chinese road conditions. The Dean Tire brand has enriched the solid platinum banner download heavy tyre brand layout for mid- to high-end passenger and passenger car users. For the majority of Chinese card passenger car users, Dean Tire will not only bring them professional tire products and services, but will also provide a comprehensive overall solution.
"The tires are professional, rough, and passionate... This is in line with rock music and the spirit of music in the month of the month." Si Sili said.
Undoubtedly, it is a marketing genius. Yu Sili closely integrates the connotation of Cooper Tire with music, and uses music to perfectly explain the personality and connotation of Dean Tire.
Marketing is the promotion of culture
In this round of entertainment marketing of Cooper, Si Sili bypassed the traditional and straightforward product promotion, but expressed the product's personality in another form, achieving a silent effect. This is precisely the marketing philosophy of Ke Sili.
“The challenge in the Chinese market is to constantly change and adapt to its variability and find a more appropriate entry point. Cooper tires are advancing in this direction. Localization is the most important issue on the way forward.†Yu Sili said.
Culture is the most important thing in marketing. “Because culture determines everything, only talent is the most important thing. Culture is a central system that embodies people's mental outlook. From building, maintaining, to promoting the majority, only after this system is built can companies and products be innovative and development of."
It is based on this concept that in the short months after Qusi Lie was appointed as the general manager of Cooper China, he developed the product personality map of Cooper Tire. With the expectation that in the future promotion of foreign companies, we can use the brand image of Cooper's distinctive and personalized products to allow more end-users to understand.
Yu Sili also let reporters watch Cooper's “'brand personality map'â€: Using four to five graphic styles to show the various characteristics of the tire itself, so that people have a corporate and brand image of an overall and distinct. "For example, when it comes to truck tires Dean, if it is described as an animal, it is a calf - Deon is represented by the calf's energy, power, endurance, etc. If Dean is a beverage, then Dean is 'Red Bull'—giving strength and spirit to people.' Zang Sili told reporters.
In fact, before May, Cooper also helped people understand Cooper in a different way by sponsoring truck races.
"In any product, quality is the most important factor. In the truck race, we will not tell the dealer how good our products are. Instead, we will carry out truck races on the spot - "burn tires" (make tires run at high speed, Causes frictional heating temperature to rise), and a burn is six hours. Let the dealers look at the product, or not." Yu Sili said.
Focus on replacing tires in the logistics market
For Cooper, which focuses on replacing the tire market, how to effectively expand the end market is one of the important issues. To expand the end market, the first issue is to choose a mature opportunity to enter the market.
In this regard, Zang Sili believes that with the rapid development of China's logistics industry and the improvement of various logistics policies, China's logistics and transportation market is changing from long-distance transportation in previous years to long-distance transportation, and along with governance As the intensity of the over-strength increases, the possibility of vehicle overload will become smaller and smaller. This provides a good condition for Cooper tires to enter the market.
“I think that as a replacement tire specialist, Cooper has entered the market for commercial vehicle tires. The Cooper team has matured after more than two years of operation. Therefore, Cooper's growth period in China will soon be approaching. "Cang Sili said.
According to Si Lili, in order to better understand the needs of logistics users, Cooper also conducted a special market research, according to China's actual road conditions, working conditions developed more suitable for China's commercial vehicle tire products.
So, as a very professional field, Cooper choose what kind of promotion channels?
In response to the reporter’s question, Miao Sili replied that many logistics users in China are still not fully aware of the benefits of replacing tires. Under such circumstances, we will work hard on the channels, together with some distributors, after-sales service points and other joint promotion, so that many end customers know the replacement of tires, knowing Cooper.
It is understood that at present, Cooper Tire is implementing a service station pilot project, working with powerful distributors to establish a Cooper tire service station to better serve customers.
"I believe that with the continuous development of China's logistics and transportation industry, Cooper tires will soon be accepted by more consumers." Yan Sili said with confidence.