In the strategic choice of “going global†by Chinese companies, the “BRICs†have become the preferred target for many domestic auto and component companies. The triangular tire products in Weihai, Shandong Province are sold to more than 160 countries and regions in the world. In 2011, the export volume doubled year-on-year, of which the Russian market increased by 186% year-on-year, and the radiation driven other countries in Central Asia and other countries grew by 63% year-on-year; for Brazil Exports from the market increased by 179% year-on-year, and radiation led other countries in Central and South America to grow by 83% year-on-year. The company also established long-term strategic partnerships with global top 500 companies such as Caterpillar, Goodyear, Volvo and Daewoo.
Deng Lanhua of the Russian representative office of Triangle Tire believes that Russia is a country with a large demand for various kinds of automobiles and tires. However, when domestic companies go out, they must be down-to-earth. She said that triangular tires have entered the Russian market for 15 years. After investigation and analysis, Delta tires are the “best-cost tires†on the Russian market. This has found an accurate market position for triangular tires.
The survey found that Chinese tires are very suitable for Russian mid-range vehicles, and there is great potential for truck replacement. In recent years, 78% of the tires exported to Russia by the triangle are truck tires, and most of them are used to replace the tire market. At present, on the Russian market, China's truck tires have accounted for almost half of the market share.
Understanding the market demand, investigating market trends, providing information for factories, and making timely adjustments to the factory to make more and better tire products that meet the needs of the market is an important task for the representative offices in the triangle. According to Deng Lanhua, over the past three years, the representative office has been very concerned about the changes in the market's demand for specifications, and passed it to the company in a timely manner. Based on the feedback from the representative office, the company strives to continuously develop new specifications and products based on market demand.
There is no consistent pattern for “going out†of triangular tires. It adopts targeted marketing strategies for different regions, different levels of economic development, and different types of demand. The principle is “We can export without re-export, direct sales without agency, and go directly to the terminal. Market" marketing path.
In the North American market, Triangle Tire changed its marketing strategy and its annual sales increased by 17% year-on-year. For the Middle East and African markets, Triangulation has changed the previous way of market coverage through re-export trade. It has instead sold directly to terminals, established its own channels and networks, and increased profitability. The annual export volume has increased by 30% year-on-year. In the Japanese market, they increased the market promotion of high-performance, high-tech and high-value car-carriage radial tire products, established flagship stores and franchised stores of the triangular brand, and the annual export volume increased by 115%.
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