On May 15, the first day of the opening of the 14th China (Guangrao) International Rubber Tire and Auto Parts Exhibition, the 2nd "Guangrao Lunjian" Tire 2.0 New Media Marketing Innovation Conference was grandly held, at which the "China Tire New Media Marketing White Paper" (2024 Edition) and the first "China Tire Network Talent Celebrity List" were grandly released.
Wang Weidong, Secretary-General of the Rubber Testing Committee of China Rubber Industry Association, Yuan Jiongqiu, Chairman of the Marketing Committee of China Rubber Industry Association, and other leaders; Sun Zhenghua, deputy director of the marketing department of Zhongce Rubber, Zhu Wei, head of new media marketing of Sailun Group, and Zhang Ruihai, director of the marketing department of Shuangxing Tire, representatives of the three initiators of the "White Paper"; Shen Xu, General Manager of Kumho China Replacement Market, Zhu Yuncheng, Chairman of Haoyu Rubber Group, Yan Haiming, Deputy General Manager of Huasheng Rubber Group, Wang Linlong, General Manager of Huangpu Tire (Guangzhou) Technology Co., Ltd., and other representatives of national key tire enterprises; Jin Zhiqin, General Manager of ZF Asia Pacific Aftermarket Business Unit Greater China, Li Bihao, Co-founder of Shanghai Futong Software, Lan Jianjun, Partner of PonintS China/President of Little Thumb, Gong Jinhai, General Manager of European Maintenance China Business Unit of Shandong Youpei E-commerce Co., Ltd., Yu Hao, General Manager of Beijing Lujunda Enterprise Management Consulting Co., Ltd./European Maintenance Training Consultant, and other representatives of global automotive aftermarket giants; Gong Daliang, President of Gansu Tire Industry Chamber of Commerce, Shen Huixing, President of Shanghai Tire Association/Chairman of Shanghai Quyang Tire, Li Baomin, Chairman of Qingdao Beili Trading Co., Ltd., Wang Xiaodong, Chairman and General Manager of Sichuan Louis Investment Management Co., Ltd., Xiao Gang, Deputy General Manager, Shi Jianjun, Chairman of Liyang Jianjun Tire Sales Company, Chai Wenchao, General Manager of Henan Yudelong Group, Meng Qingguang, Chairman of Xuzhou Zhongce Rubber Technology Co., Ltd., Yang Zhenya, Chairman of Anhui Yupeng Tire Co., Ltd., Fu Leiguang, chairman of Hebei Molin Trading Co., Ltd., and other representatives of China's top 25 tire dealers; Well-known network experts in the tire industry; Nearly 500 guests from dozens of automotive aftermarket/tire industry media representatives, as well as the automotive aftertire industry, gathered in Guangrao, Shandong Province, to discuss innovative business ideas and share the dividends of the times in the context of the digital transformation of the tire industry.
The forum was co-chaired by Yu Shiyao, Dean of Spoon College, and Yang Yan of Sichuan Louis Investment Co., Ltd.
At the beginning of the conference, Yuan Jiongqiu, chairman of the Marketing Working Committee of the China Rubber Association and chairman of Dongguan Fuxing Trading Co., Ltd., delivered a speech. He said that in today's digital era, new media has become an important bridge between brands and consumers, and hopes that this conference can provide effective marketing strategy suggestions for the participants, promote China's tire marketing to keep up with the trend of the times, and accelerate development and progress!
01
White Paper on New Media Marketing of Chinese Tires
The first "China Tire Network Talent Celebrity List" was grandly released!
As the highlight of this forum, under the collective witness of hundreds of industry representatives at the scene, Chen Ping, founder and general manager of Cheyuan Rut, grandly released the "White Paper on New Media Marketing of Chinese Tires" (2024 Edition).
The "White Paper" was mainly initiated by Zhongce Rubber, Sailun Group, Shuangxing Tire, and the first TOP25 member units of China's tire dealers, and the Tire Network Talent Association and the Ruts Network Organization invited industry marketers to draft.
Chen Ping pointed out that the purpose of researching and publishing the White Paper is to analyze the impact of new media marketing on the tire industry and provide effective new media marketing strategy suggestions for China's tire industry.
At the same time, this study will also analyze the challenges brought by new media marketing to the tire industry, such as rising marketing costs and intensified homogeneous competition, so as to provide solutions for brands.
Sun Zhenghua, Deputy Director of the Marketing Department of Zhongce Rubber, Zhu Wei, Head of New Media Marketing of Sailun Group, and Zhang Ruihai, Director of the Marketing Department of Shuangxing Tire, respectively introduced the cases of enterprises empowering enterprise marketing with the help of new media, which are full of dry goods!
Next, Liu Ruirui, deputy editor-in-chief of Rutting Network, released the first "China Tire Network Talent Celebrity List".
The list is collected by the whole network of ruts, and hundreds of candidates are comprehensively evaluated in terms of influence, professional knowledge and skills, innovation, reputation, etc., and jointly reviewed and screened by industry veterans.
The "First Celebrity List of China Tire" was released, aiming to discover and commend network experts in the tire industry; Achieve mutual benefit and win-win results between partners, serve tires, service cardholders, service car owners, and service stores; Create a good reputation, build a personal brand, spread positive energy, and ultimately improve the level of tire terminal service.
The first "China Tire Network Talent Association Celebrity List" list includes the popularity list, the heat potential list and the opinion leader list, a total of 31 network experts, who are struggling in various positions in the industry, and are the real "top stream" in the tire industry, bringing knowledge sharing to thousands of car owners and transmitting positive energy to the industry!
02
Lan Jianjun: The automobile market has entered the chassis era
The conference entered the keynote speech session. Mr. Lan Jianjun, Partner of PonintS China and President of Little Thumb, shared a keynote speech on "The Development Road of Little Thumb Tires in the Era of Chassis Tires". At present, China's auto market is developing rapidly, especially after 7 years of age, the rapid repair business has grown, and the chassis and tire business has grown significantly.
In 2019, Xiaomuzhi officially entered the era of deep cultivation of tire chassis, and cooperated with PointS, a global tire expert, to achieve brand development by helping member stores continue to improve profitability and service.
In the face of the pain point of "involution and price pollution" in China's auto aftermarket, Xiaomuzhi has established a tire intelligent supply system, and through the establishment of an independent supply chain, it provides stores with the service of "stocking without worrying + unsalable specifications headquarters".
The system uses AI automatic replenishment and distributed inventory to reduce the number of allocations, improve inventory turnover, ensure that stores have no worries about stocking and transferring, and also establish a super after-sales system to help stores make money easily.
03
Fu Leiguang: Channel reform of tire dealers
For a period of time, Hebei Molin Trading Co., Ltd. has been at the forefront of tire dealers in terms of digital management upgrading and building an efficient management team. At the meeting, Fu Leiguang, chairman of Molin, personally appeared to say that he analyzed the transformation of the tire trade industry in the future.
Fu Leiguang used a large number of cases to interpret the current evolution of truck and car tire replacement market channels, as well as the changes in the demands of enterprise employees.
He proposed that traditional dealers must reform from mechanized and automated operations in the past to digital and online, so as to break the time, space constraints and communication barriers, reduce personnel costs, and improve the efficiency and accuracy of information communication.
Combined with Molin's software system, Fu Leiguang pointed out that the new reform should cover the whole process of marketing, sales, service, and channel development solutions to drive performance growth. In addition, relying on digital tools, through real-time and multi-dimensional data analysis, it also provides vivid and intuitive data support for the company's strategic decision-making.
04
Jin Zhiqin: A win-win situation in the era of large chassis
Jin Zhiqin, General Manager of ZF Asia Pacific Aftermarket Greater China, delivered a keynote speech. He said that the Chinese market has always been an important growth engine for ZF Aftermarket in the Asia-Pacific region, and with the in-depth layout of the ZF Group in the global market, ZF Aftermarket supports product coverage and technical support throughout the life cycle through localization and globalization.
Jin Zhiqin pointed out that the average age of domestic cars is about 6.7 years, and the chassis project has also become the driving force for the growth of store business. In the future, whether it is new energy or fuel vehicles, the intersection of maintenance is the chassis project.
Relying on the existing aftermarket passenger car repair station service brand project ZF [pro]Tech, ZF Aftermarket, together with its ZF, SACH, LEMFÖRDER and TRW brands, ZF Aftermarket will introduce competitive products into the repair station through standardized service modules, and provide digital tools for data query, technical support and other value-added services for channel empowerment, so as to grow and serve the market in the market. Deeply cultivate the local market and actively build a win-win model.
At the same time, as a global supplier of original quality components, ZF combines its advantages in chassis systems to launch total chassis solutions, preparing partners to respond to market changes at any time.
05
Yu Hao/Gong Jinhai: Tire Agents "New Profit Outlet"
Yu Hao, general manager of Beijing Lujunda Enterprise Management Consulting Co., Ltd. and European maintenance training consultant, and Gong Jinhai, general manager of European Maintenance China Business Department of Shandong Youpei E-commerce Co., Ltd., have explored a new way out of the current profit dilemma of tire dealers.
Yu Hao said that at present, tire agents with a single category are facing pain points such as cross-shipment pressure, sales target pressure, profit pressure, and channel pressure, especially many large number of tire stores have not done a good job in oil change business. European maintenance takes lubricants as the entry point, which brings a new profit outlet for tire dealers.
Gong Jinhai gave a detailed introduction to the European maintenance chain network. As a host brand of STELLANTIS Group, Europe Maintenance will have more than 7,500 stores worldwide and more than 1,100 stores in China in 2023, and has developed 60 product categories and 15,000+ SKUs.
In particular, in the oil business, gasoline engine lubricants, commercial vehicle lubricants, transmission lubricants, antifreeze and other categories maintained in Europe can cover mainstream models.
06
Liu Yang: Channel digitalization and AI application practice of tire enterprises
Liu Yang, co-founder & CTO of Shanghai Futong Software, gave a keynote speech on "Channel Digitalization and AI Application Practice of Tire Enterprises". He said that at present, many tire companies have a complex channel structure, which is difficult to refine their operations, which leads to problems such as the inability to effectively implement market policies and the low efficiency of internal collaboration among manufacturers.
To this end, Futong Software has launched the MASS channel digital solution to help enterprises in the tire industry achieve digital and intelligent transformation and promote the digital and intelligent upgrading of the automotive aftermarket industry.
Among them, the dealer service platform opens up the warehousing and logistics of dealers through the digital intelligence of circulation; The retail store service platform car owner service platform provides efficient retail management and private domain marketing through digital intelligence of retail operations and services.
In particular, in terms of digital and intelligent store management, we search for stores within a three-kilometer radius through big data to find the best location for store owners, and fully empower stores through intelligent marketing, omni-channel intelligent customer service, and intelligent data analysis.
As the venue of the tire people, this forum will talk about the business experience of the tire industry, and guide dealers in the era of rapid digital development and find directions. The wonderful sharing of the speakers won the applause of the audience!
At the end of the forum, the exchange of guests was still unfinished, and in the final appreciation dinner, the industry elites toasted and celebrated, wishing the whole industry prosperity and getting better and better. So far, the second "Guangrao Sword" Forum has been successfully concluded, and we look forward to meeting again next year!