A company, which was established in 2007, once stopped production due to capital, technology and management factors.
After its reshuffle in 2013, the company developed by leap and bound, the outputs and sales increased by multiple times year on year, becoming a dark horse of the industry.
Creates a differentiated path for development
Shandong Fengyuan Tire Manufacturing Co., Ltd. was reshuffled by Shandong Energy Zaozhuang Mining Group in July 2013.
The designed capacity of Fengyuan Tire was 20 million semi-steel radial tires/year, in 2015, its annual capacity was 10 million semi-steel radial tires.
Wang Zhongjiang, board chairman of Fengyuan Tire, insisted that differentiated, brand-orientated development is the secret for its achievement today.
Wang said after the reshuffle, the company positioned itself as a tire producer of quality product and high-end brand.
The company spent a fortune in buying internationally advanced technology and equipment.
It has established a 10,000-sq.m. provincial technical R&D center, a 4,000-sq.m. high-tech nationally-recognized lab, and formed its own designing system and R&D platform.
Li Hanqing, an expert from a Germany technology team, said rubber mixing is the most crucial step in tire production and it decides the quality of tires.
The team cooperated with Fengyuan Tire in rubber mixing technology, and they jointly carried out the application research on some high-tech high-performance tires.
Fengyuan Tire also followed the government’s policies on new energy vehicles, developed special tires for new energy vehicle and taxis, and deployed in the new energy vehicle market.
The “dark horse” in tire industry
Currently, there are more than 100 employees in the company’s technical R&D team, they are the original source for the development of the company.
Wang said the company is preparing for getting listed in the new OTC market, accelerating its pace in “going global”, and following the Belt and Road initiative to enter the European and North American markets.
The company expects to boost the output and sales to over 20 million tires by 2025, with the sales revenue topping 5 billion yuan, and to become a large modern tire producer that leads the development of the industry.
