"Made in China" should not only be the "hands" of the global industrial chain, but should also be the "brain" of the global industrial chain. From hand to brain, there is an important link in the middle, which is "heart."
With regard to "Made in China," this topic was first seen as understood and deep in scope. It is a challenge for which person. But it is such a problem. It has been mentioned by an industry figure that does not have any advantage in China and regards this as the direction for future business.
Compared to some “pretty serious†corporate evangelists, the current 辜 辜 calendar is undoubtedly a “very interesting†interview. As a professional manager, Miao Sili has reached the public relations field from Ko, and then Cooper Tire Manager. His successful "cross-border" management experience has been widely recognized in the "circle."
At the same time, as a senior player, Si Sili has already appeared in major media. Whether it is the photographer of the "National Human Geography" magazine or the character analyst with qualifications for international certification, his charisma is unique and passionate. Just last year, he and the independent record company launched the first environmental record in China in cooperation with the independent record company in the past year. Together with the network illustrator porridge porridge, they painted the environmental protection bag; the book “50 Places in a Man's Life—Cooper's Downline†was recommended. Comprehensive tourism guides; held a series of travel adventures... In the eyes of those young people, Cooper Tire, led by Si Lili, became gracious and stylish.
The new year is coming. The current masterpiece of this commercial player is - for our tireless tires, we have put on a brilliant and colorful jacket, and we are determined to build an international brand into "Made in China". International brand.
Close to the consumer
In Si Sili's view, marketing is a wisdom that can impress consumers. Yu Sili has been engaged in marketing for many years and is well aware of this. His ideal "Made in China" should not only be the "hands" of the global industrial chain, but also the "brain" of the global industrial chain. From hand to brain, there is an important link in the middle, which is "heart."
The only way to get close to consumers is the link between heart and mind, and the communication between heart and heart.
“Wahaha†is a successful case often mentioned by Zang Sili, because “Wahaha†takes care of the needs of consumer groups from the brand name. It is said that these three words originate from a Xinjiang folk song because of the three-character vowel.†"A" is the earliest child's easy to pronounce, easy to imitate, rhyme harmony, so adults and children can be catchy; and in product development, it finds the common knot of large consumers - children do not like to eat, play " Drinks Wahaha, the meal is the fragrant "advertisement, the product one hits, became popular nationwide.
Sisi Li admitted that before entering Cooper, he and most consumers did not have any concept of tires. For Si Sili, the replacement is just an industry concept. For consumers, they only want to buy the right product at the right price on the right occasion. The benefit of replacement is that we do what we do in the city we go into. There are different road conditions in southeast and northwest China. Each person has their own needs. One of Cooper’s missions is to let consumers know that there are other choices than the original ones. For example, some people like to drive fast cars. The original tires are just the most entry-level. They may not be suitable for the needs. The role of replacement tires is here, giving them more choices.
Technological research and development and changeable marketing
"To be familiar with China's road conditions, we must adapt to China's special culture and national conditions." Si Si Li said that to this end, Cooper has adopted a comprehensive localization strategy from R & D to management. As the latest global tire company entering China, Cooper not only built factories in China, but also bucked the investment in the beginning of the global financial crisis and established the Asia Pacific Technology Center in China. This is the third place for Cooper outside North America and Europe R&D centers. R & D center. The Cooper Asia Pacific Technology Center in Shanghai has become an important pillar of Cooper's global strategic technology research and development. Cooper's R&D center in China is focused on new product development, manufacturing, and tire design.
Different from the 40-year-old middle-aged people in the North American market as the main target consumer group, Cooper entered China after a period of exploration and investigation, positioning the target customers more young people between the ages of 25-35. People and adopt a series of flexible marketing strategies.
Miao Sili said: "Internationalization is the decision of the place of business registration and industrial layout, rather than the core meaning of the brand. Then when they land on the international brands, they still need to consider local demand. Cooper, no matter how you advertise, It is an international brand, but for Chinese consumers, they need products that are more practical and closer to their lives than a brand.â€
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