China is the world’s largest producer of tires. In recent years, with the sudden overcapacity in the industry, price wars have been surging, and companies’ living space is increasingly pressing. Under such a severe situation, Shandong Haoyu Rubber Co., Ltd. explored a new mode of development under the background of the times.

Differentiation and development

Zhu Yuncheng, chairman of Shandong Haoyu Rubber Co., Ltd., retired in 2009 and started his second venture. He has developed a differentiated venture that is different from the development model of the industry by virtue of his experience in the rubber industry for more than 30 years and his passion for tires . Track.

When the same industry still relied on investment to promote economies of scale, Zhu Yuncheng quietly relied on the domestic top-notch strength to send technical teams to target the domestic high-end market and take the road of independent R&D and innovation. When the same industry was doing OEM homogenization of cheap labor, he humiliated himself with the brand road, boldly employed cattle herders as the image spokesperson, and advertised Benniu tire value advertising in CCTV prime time, using industry-related The rapid spread of the Internet site, and constantly improve the visibility of products and the influence of the industry, quickly occupy the target consumer's mind blank, do not take the price war, take the value war. When the same industry is rigid in the traditional marketing mode of thinking, he overtakes the curve and the curve leaps.

With the advantage of Benniu brand and the advantage of channel logistics, Zhu Yuncheng boldly integrated resources. Benniu tires have entered a vast and promising space for development with more advanced business models. Zhu Yuncheng believes that branding is to make a difference. Only in innovation and destruction will you be different and not be a small fish in the sea and be a big fish in a small pond.

New exploration of e-commerce channels

The strong strife in the era of e-commerce not only bred a new opportunity, but was also destroying the traditional marketing mode of the tire industry, marking the end of the era of great shade under the big tree.

Due to the particularity of its products, tires have long been used by manufacturers to use district-level agents to retailers. Due to high margins, consumers pay higher transaction costs. In the traditional model, they are centered around the Center "study sales strategy. In the era of excess economy, dealers’ right to speak to production companies is becoming more and more important. The first-tier big-name dealers hold all the big brands in their hands, and they show the “good shelter under the big tree”. The large-scale local distributors of echelon brands have the advantage of having large market resources. They not only ignore the local small brands but also have the pride of “big customers”.

More than a year's price war in the tire industry, from the beginning who will be the first to fall who sells, to whomever fall is not easy to sell, and then who will drop the biggest who will die first, the real reason is that traditional marketing is the root cause.

In the era of e-commerce, the rigid traditional marketing will gradually withdraw. In the era of direct sales in the face of the fact that the world is flat and there is no regional market, the channels will certainly disappear and the traditional grey sales will be completely destroyed.

Benniu tires, the first to take the lead in the industry, started the first shot of the industry to enter the e-commerce, marking the age of five years of "brand dream" tide, set sail!