Wanli Tire had been actively promoting brand marketing and made some achievements since last year.
Brand influence established by the company facilitated its marketing and transformed the confidence to distributors and customers.
Currently, capacity utilization of some of China’s tire producers is less than 70% (a condition generally equals to loss-making), that of Wanli is kept at 100%.
In the two investigations conducted by a market researcher during the Guangzhou auto expo in end-2015 and Beijing auto expo in early 2016, consumers’ awareness about the brand of Wanli increased 11% and the favorability rose 26%. All these result from higher brand value.
Liu Zixin, director of the market department of Wanli Tire, explained the Wooden Barrel Theory in his own words as that nobody buys unsafe tires. Accordingly, if a tire company wants to develop, it should not only fix the shortest stave, but also market the longest one to drive and lift the shorter ones.
Wanly Tire has gradually spreaded its true brand value to customers home and abroad, shaped a new rule of marketing for China’s own tire brands, and will continue benefiting from it in the future.
