In 2014, the overseas markets faced a sharp drop in export demand, the lack of overseas mining rates, the US anti-dumping and anti-subsidy investigation on Chinese-made cars and light truck tires, and Russia, Belarus, Kazakhstan, etc. Under the severe challenge of anti-dumping investigations initiated by tires , Aeolus Tyre Co., Ltd. (hereinafter referred to as Aeolus Tyre) took the initiative in overseas markets and achieved a converse trend. According to customs statistics, Fengshen Tire achieved exports of US$670 million in 2014, a year-on-year increase of 17%, which is much higher than the average development rate of -4.2% for the domestic tire industry over the same period. The growth rate of exports ranked first in the industry, and the export value continued to rank first among the production enterprises in Henan Province. The main methods are:
One is to always adhere to a completely independent brand strategy. Unlike most domestic tire manufacturers OEM processing practices, Fengshen Tire has implemented a completely independent brand export strategy from the beginning. At present, the export volume of Aeolus Tire own brand accounted for more than 98% of the total export volume, far exceeding the level of domestic counterparts (some domestic tire companies OEM processing accounted for about 30% of their exports). In order to cross the threshold of low-cost exports and avoid the “double reverse†trap, Fengshen Tire boosts brand positioning and product prices by strengthening brand building in overseas markets. Assisting in the world-famous Volvo Yacht Race and the popular NBA events in the United States, actively conducting the construction of Fengshen's image shop in overseas markets, participating in professional exhibitions such as German Essen Exhibition and U.S. SEMA. The actual actions of Fengshen Tire increased its brand awareness. And reputation, has now become China's domestic tire brand in North America and European market price vane.
The second is to consistently adhere to the product leadership strategy. In order to realize the development goal of “World Quality, International Brandâ€, we always take the cutting-edge products required by customers in the development and production of foreign markets as the working guideline. Since July 2011, Fengshen Tire has taken the lead in the global tire industry to implement 100% green manufacturing without discrimination. The passenger and truck tire products have passed the SMARTWAY certification in the United States and achieved B/C ratings in the EU labeling regulations test. The noise has been achieved. EU 2016 limit values; high-performance passenger radial tires have achieved double-B rating in the EU labeling test, reaching the highest level of domestic similar products. In 2014, Fengshen Tire's new product exports accounted for more than 55% of the total export value, which greatly changed the company's product structure and quickly led to the rapid growth of the company's exports.
The third is to consistently adhere to the channel's first strategy. Based on the exclusive agency system, Aeolus Bizmate Club - 5R CRM (Customer Relationship Management) as the carrier, and "135" Key Customer Support Program as a means to implement "GO WITH US" (I & Aeolus) For a total of growth projects, we will implement key customer support policies, increase customer sales capabilities, increase company product sales, and establish long-term cooperative relationships with customers. In 2014, Fengshen Tire invited secondary distributors and end users from more than 20 overseas customers such as the United States, Canada, European Union, Middle East and Africa to visit the company, boosting dealer confidence and brand loyalty.
Fourth, we must always adhere to the introduction of international talents. In order to consolidate and enhance the leading position of the same companies in China, Aeolus Tire actively recruits foreign employees to conduct global operations. Currently there are 9 foreign sales managers in North America, Latin America, Europe, Middle East and Africa. They all have more than ten years of industry experience, are familiar with the local tire market and consumption habits, and are convenient to carry out localized operations, providing strong support for the expansion of sales of Fengshen tires.
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