Zheng Xiaoyan, Vice President of Michelin China, has changed his title in a few years, and he used to be a director who should have been promoted

Operator Finance Network Wan Huan Xi / Wen

The top management of car companies has always been mostly men, but in recent years, some female executives have emerged, and the object of the operator's finance will be revealed to a female executive. She is Zheng Xiaoyan, Vice President of Brand Communications and Mobile Experience at Michelin China.

Michelin tires are one of the world's major tire giants, founded in 1889 in Clermont-Ferrand, France. According to michelin Group's official 2020 financial report, the company's full-year sales in 2020 reached 20.469 billion euros, down 15.2% year-on-year, and the operating profit of the business line was 1.878 billion euros, accounting for 9.2% of sales.

According to verifiable information, Zheng Xiaoyan has only gradually entered the public eye in recent years, for example, in 2016, her public identity became the director of the brand and communication department of Michelin (China) Investment Co., Ltd.

In fact, it is not difficult to speculate that before this, Zheng Xiaoyan had been working in Michelin for many years.

Zheng Xiaoyan was further promoted, and in 2019, Zheng Xiaoyan's external identity was replaced by vice president of Michelin (China) Investment Co., Ltd. and director of Michelin China brand communication and Michelin experience business.

Today, Zheng Xiaoyan's title is still Vice President of Brand Communication and Mobile Experience at Michelin China.

Michelin tires have been seriously affected by the epidemic in recent years. Due to the sharp decline in global demand for tires, michelin Group's business line operating profit in 2020 reached 1.878 billion euros, down 37% year-on-year. Among them, the sales volume of tires decreased by 14% and the underutilization of fixed costs of production equipment resulted in a decrease of 1.703 billion euros in operating profits for business lines, and the Group also spent about 98 million euros on epidemic prevention.

The first echelon of global tire industry enterprises include Bridgestone, Michelin and Goodyear; the second echelon includes Horse Brand, Sumitomo Rubber, and Zhongce Rubber; The third echelon includes Linglong, Hengfeng, Andeun.

In China, Michelin Tire has also been strongly challenged by Chinese companies, with only Zhongce Rubber's 2020 tire business revenue of 25.433 billion yuan, Linglong Tire's tire business revenue in 2020 of 18.383 billion yuan, and Sailun Tire's 2020 business revenue of 14.710 billion yuan. Therefore, Michelin tires are only one of the market competitors.

In 2019 and 2020, Michelin will still be the world's largest tire company in terms of sales revenue, but this does not mean that it has an advantage in China. On the contrary, under the fierce competition, Michelin tires still have a great need for brand promotion, which is actually a matter for Zheng Xiaoyan's department.

(Editor-in-Charge: Wan Huanxi)