Linyi Entrepreneur Day Person of the Year - Newland Rubber Liu Qi

Liu Qi, male, born in 1987, graduate degree, From Taitou Town, Shouguang City, Shandong Province, joined the Communist Party of China in April 2012, is now the chairman of the board of directors and secretary of the party branch of Shandong Newland Rubber Technology Co., Ltd., was elected as a deputy to the Linyi Municipal People's Congress in 2017, and was awarded the title of "Excellent Entrepreneur of Linyi City" in 2020 by the Linyi Municipal Committee of the Communist Party of China and the Linyi Municipal People's Government in 2021. Shandong Newland Rubber Technology Co., Ltd. is mainly engaged in the production of high-performance semi-steel radial tires and carbon black, located in Yishui Lushan Industrial Park, is a key construction project in Linyi City. Since the establishment of the factory, Shandong Newland Rubber Technology Co., Ltd. has adhered to the development strategy of differentiation and high quality, and the company has achieved sustained and healthy development. The semi-steel tires produced by the company have passed iso9001 quality assurance system certification, DOT US Department of Transportation safety standard certification, EU ECE, REACH EU chemical regulatory system certification, GCC member state quality certification, BIS system certification, Indonesia SNI system certification, SONCAP system certification, Brazil I NME T RO, CCC China 3C certification, ISO10012 measurement management and other system certifications.

In order to create a differentiated and characteristic development path, Newland Company sent people to visit the United States, Europe and other markets, and after extensive market research, took the lead in proposing the development path of building the first brand of high-performance SUV tires (high value-added products) in China. To this end, Newland adheres to independent innovation and enhances the added value of product technology as a differentiated and characteristic road to improve product quality. The company does not hesitate to invest, and develops more than 100 new products, new technologies and new processes every year. Now the company's annual investment in scientific and technological innovation accounts for more than 3% of sales revenue. At present, the company has obtained more than 20 patents, including 6 invention patents and 2 foreign patents. The enterprise has successively won the R&D platform and honor of high-tech enterprise, Shandong Enterprise Technology Center, Shandong Province One Enterprise One Technology R&D Center, Shandong Provincial Technological Innovation Project, Linyi Engineering Technology Research Center, Linyi City One Enterprise One Technology R&D Center and so on.

In order to further implement the differentiated development strategy, Newland has reformed and innovated its brand positioning. Newland has two brands, COMFORSER and ROADCRUZA, COMFORSER takes creating a competitive culture as its brand goal, and ROADCRUZA takes creating a modification culture as its brand goal, inspiring to create a world-renowned SUV brand. Each product line has a different core function, and it is precisely because of the accurate market positioning and efficient operation that Newland can maintain its leading edge in the fierce product competition. With advanced business philosophy and scientific and rigorous production technology, the company is striving to develop into China's largest SUV tire R & D and manufacturing base.

At the same time, Newland adheres to the market and customer needs-oriented, often visits customers and market frontlines, and collects information for product development and improvement. Every year, the company participates in more than 10 foreign exhibitions such as the United States and Singapore, and develops more than 1,000 series of tires for special road conditions, special use environments and special customer requirements. Newland's marketing network has laid out Asian, African, European, North American, South American and other markets, and has built a global marketing network. The company has been awarded the advanced unit of foreign economic and trade work in Linyi City for many years. Since its establishment, Newland Company has paid close attention to the construction of corporate culture while grasping the development of enterprises, and the company has established a corporate philosophy system with unity, learning, dedication, income and fair enterprise spirit as the core and continuous creation of greater use benefits for users as the business philosophy. At present, Newland Company has established an employee rescue fund to provide assistance to employees with special difficulties; the company has built employee apartments and provided free housing for dual employees; the company has built sports venues such as table tennis, billiards, and basketball to continuously enrich the amateur cultural life of employees; the company has also purchased shuttle buses, implemented meal supplements, and conducted free physical examinations for all employees once a year, making the greatest efforts to improve the welfare of employees. In addition, Newland does not forget to repay the society, and in the past few years, the company has donated more than 800,000 yuan to the Yishui Charity Federation, Zhuge Town North Huangjiazhuang Village, Huangshanpu Town East Zhuchen Village, etc.

In the future, Shandong Newland Company will continue to take the road of green environmental protection and sustainable development, adhere to management innovation, technological innovation, wholeheartedly create high-quality products, truly realize the quiet comfort and excellent performance of every user in the world, and inspire to become the world's most professional SUV tire R & D and manufacturing base.