Zhu Yuncheng, Chairman of Shandong Haoyu Rubber Co., Ltd., often asks himself: “Does a business or a business? Is it a product or a brand?†Started in the early 1980s Zhu Yuncheng started in 1995. Engaged in tire marketing, has accumulated more than 30 years of industry experience. In the year he retired at the age of 55, he began his second venture and established the Sunny Rubber Co., Ltd. Since founding the company, Zhu always insisted on doing business as a brand, hoping to build a national brand with excellent influence in Shandong Guangrao, the “tire capital of the worldâ€. On May 14, 2014, Sunny Group invited distributors from all over the country to Shandong Guangrao to participate in the 5th Anniversary celebration to witness the stormy past of Haoyu in the past five years and look forward to the future development of the industry. The five-year growth Zhu Yuncheng's dream of national brand foreshadows a good start. In the layout of the Guangrao Tire Factory, everyone believes that the more tires sold, the better, and there is no deep brand concept. In the five-year development of Haoyu, Zhu Yuncheng and his leadership team set up the concept of brand development for Haoyin, and introduced Benniu tyres, occupying the height of the domestic tire market in one fell swoop. The brand development and achievements of Benniu Tire also to a certain extent heralded the breakthrough of the Chinese tire industry's national brand. Dream: Brand Road from Story No matter how bumpy the road ahead is, Zhu Yun Chengdu has no choice but to move on. This is because there is a national brand dream of Chinese tires in his heart. As a native of Dawang Township, Zhu Yuncheng looked at the large and small tire factories. All kinds of tires did not see brand products with core competitiveness. In 2009, Zhu Yuncheng used his years of actual combat experience to spread his dreams on this fertile land in Guangrao, trying to cultivate a national brand comparable to world-class tires. Today, this dream is being realized with a little bit of marketing and recognition of Benniu tyres. At the Guangrao International Tire Exhibition on May 15th, Haoyu launched a slogan entitled “Bell Tires start from the storyâ€. Zhu said: “At this Guangrao Tire Exhibition, we not only sold products, but also sold brands and sold stories.†What kind of story does the story behind the brand of Benni tyres promoted by Sparks actually have? One is the story of the second entrepreneurship of the old fifty. Hao Yu has such a tune: "In 2009, it was chilly and cold, an old man ignited a new life... In spring of 2014, the old man stood at the forefront of the times..." describes Zhu Yuncheng from 2009 to 2014. The company established itself as a pioneering tire company and implemented a series of product technology innovations and brand strategic plans, and issued the strongest voice in the industry to “sword to international brands and win glory for Chinese tiresâ€. The other is the story of the Benniu brand of five cows. Brands are people's evaluation and recognition of a company, its products, after-sales services, and cultural values. It is a kind of trust. Haoyue Group's tire star product brand is "Beniu". Why is the name "Beniu"? Zhu Zhe said: “Cow gives people the loyalty, diligence, kindness and dedication of the connotation image. Benniu, the cultural concept of shaping, is to be diligent and durable old cattle, to do a solid product. At the same time, Benniu brand please famous The artist's herd is an image endorser with a total of five cows." Strategy: Development from price to value differentiation To cultivate a brand, you can't just talk about creating a brand like a castle in the air. The final landing of a brand requires the support of a development strategy. Li Jingquan, deputy general manager of Haoyu, said: “Shandong Sunny Rubber Co., Ltd. started from the beginning of its business philosophy is to become a brand, in the strong hands like forests, thousands of sails competing in the flow of unique, distinctive personality of the differentiated development.†Also stressed: "In today's complex market environment, Benniu tires do not engage in price games, adhere to the higher than the ratio of quality, value to win, take the road of differentiated brands." Differentiation is a great wisdom for brands based on the market and seeking greater development. The diversified development of Haoyu is reflected in many aspects. Zhu Zhu said: “SUNYO tires are more targeted. It is very important to match the appropriate tires according to the road conditions. For example, running highways and running mines are very different. Like the users of BN888 mines and mines that we launched, they reflect very good results. Basically, it can guarantee a mileage of 300,000 kilometers.†The promise of long-distance mileage is not groundless. The company has subverted Guangrao Tire Co., Ltd.'s “only sales, not three guarantees†business model and established “pre-sales education, sales guidance, and after-sales service. The "responsible" experience marketing service system became the first tire company in Guangrao to implement after-sale tire companies. “Baiyu is advancing the 'tire leasing' service project and it is also an industry-leading innovation attempt,†Zhu added. SPARKLE has distinctive features in product layout. From the Benniu, O'Neill star tires to the three bags of ordinary tires have a snare. Zhu introduced the layout of Haoyu on tire products. “The raw materials used in the production of tires by Sparks are all from the world's top raw material suppliers, black cat carbon black domestic first-class products, Bekaert international brands, etc. We can guarantee not three bags The products are better than similar products, insisting on the production concept of “Not Conscientious Products, Three Guarantees Products Being Responsible.†At the same time, they are rapidly reflected in product innovation, and the products are continuously improved and upgraded to meet user needs. In the second half of the year, we also The latest research and development of singleton tires will be launched.†At the same time, the exploration of energy-saving green tires is also one of the development directions of SPARKLE in recent years. Zhu said: "In the brand building process, we must give full play to the brand's advantages and pay attention to the added value of products. Not only passively following the market, but also copying the needs and manufacturing the market. Analyzing how to help users make money from the marketing point of view, continue to build products The reputation and loyalty in the transformation and upgrading of the strategic planning, will expand and expand the world." Li Zong also said: "We adhere to the development of differentiation, SPARKLE treatment of users is to rather explain the value for a while, I don't want to explain my life for quality." Mission: A new round of shuffling leads the industry to upgrade Many people think that the Chinese tire industry is now at a crossroads. Hao Jingquan, deputy general manager of Haoyu, said: “In the severe current excess capacity of the tire industry, the price continues to bottom out, and the increasingly tight space for survival, the tire brand development is more important than the operation and more important than the effort.†When the so-called trend creates heroes, whoever seizes the opportunity at a crucial stage is the king of the market. Zhu Yuncheng assesses the situation and continues to enhance the brand value while relying on independent innovation technology to gain a foothold in the rubber tire industry. "Now many tyres are unsalable and cannot be sold. They have reduced prices, but Benni tyres are still responding well to the market without lowering prices. We are using value to win the trust of the market and users." “In the new round of reshuffling of the industry, it will certainly eliminate a group of tire companies. With the requirements of industry upgrading, the quality of the products becomes even more important. Quality does not equal brands, but brands without quality are bound to be short-lived. Niu Tire adheres to an international production equipment product molding technology, and at the same time creates tire brands with ID cards in the industry.Every tire has its own unique code at every step of the production process. Responsibility to people makes every tire like There is an ID card. At the same time, Benniu tires adopt X-ray examination + destructive test quality control, strict quality inspection to ensure that each tire's quality is stable and reliable." Li said, "But the brand's construction at the same time It is also a systematic project. The tire industry itself is also characterized by its intensive nature. A tire is integrated into the behavior of each employee. Therefore, SPARKLE is not only focusing on the promotion of product technology, but also on the quality of employees." Using the high quality of national brands to lead the market, differentiate the strategy to win the market, and lead the industry to upgrade, Zhu Yuncheng took a unique brand development road. He said: "I have always felt that we can not spend our lives, we must pursue something of value. The development of Haoyu in the past five years is the pursuit of brand, value, and the future. I believe that in the future private enterprises in Guangrao tires, it will certainly produce An international brand, I'm willing to be a leading guide." Grind your beans and spices fresh without losing any flavor. Coffee Grinder,Espresso Grinder,Coffee Bean Grinder,Commercial Coffee Grinder Jiangmen Taifai Technology Co.,Ltd , https://www.glaremecn.com
Chairman of Shandong Haoyu Rubber Co., Ltd. Zhu Yuncheng 
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