“Actually, I have defined Cooper as a service industry company, so we must first make customers feel happy!†Min Si Li shrugged, laughing like a big child, and his identity, age is extremely dissonant.
When you open the homepage of Cooper Tire China, you may feel a little "dizzy", the comics of fat rabbit porridge floating around, the entire home page in addition to the rock music activities, what are the activities of running wilderness tips, and The introduction of the traditional iron man game, people who couldn't figure it out thought it was the entertainment company's website.
In this regard, he laughed and said: Cooper has always been out of the ordinary rules of licensing, in the North American market is the case, in the Chinese market is exactly the same, because their products - Cooper tires are already very special.
Different kinds of marketing tricks
“The most important product of Cooper is now the ultra-thin SUV high-performance tires. It is very thin but has excellent performance. In order to promote this strong tire, we cooperate with fiber speed online games to let people feel its limits in the virtual space. Speed ​​and performance.†Yan Sili said that Cooper, as the replacement tire market leader, focused on off-road tire market segments, not only in the technical field, but also in the brand, has its own unique advantages and development strategy.
In fact, Cooper tires that have undergone the test of World War II have a very interesting brand image: Titoushi, a majestic knighthood image with a heavy and indestructible helmet, is the quality and speed of the global off-road enthusiasts. , endurance gold medal guarantee. In the eyes of Yan Sili, the image of Tieshishi has been repackaged since its founding date and it has been repackaged in 2009. In fact, it is also echoing Cooper's unique brand spirit since its founding - adventurous and full of morale. Passionate.
From this point of view, a series of planning activities carried out in China is precisely for the pursuit and reproduction of the core connotation of the Cooper tire brand. Yan Sili believes that these so-called activities and planning are actually the simplest purpose. It is to make people remember the name of Cooper.
“We want to integrate with our customers and make them happy, including the dealer team. We want to give them happiness. Being happy is the best brand experience.†He said while he began demonstrating personally before him. Next, plan a new product launch.
What many people did not think of was that Cooper and his dealers, customers, and brigades even went to Inner Mongolia to play COSPLAY and played underground workers in the 1930s. In the middle of the event, everyone wore chronological drama costumes, drinking together in large bowls, eating large chunks of meat, and inserting new product introductions. The quality of Cooper Tire's tires is undoubtedly expressed in the wild journey.
Not only is this cross-country activity, whether it is the selection of the endorsement image “The Cooper Angels†or the juvenile “Cobaru Football Classroom†or the cooperation with famous singers to hold rock concerts, etc. These are not unusual measures, making Cooper's end market is constantly heating up.
After entering China for only three years, Cooper's sales volume has been steadily increasing. It has increased by 41% in 2009, and its sales volume has reached RMB 4 billion, which is more than double the growth rate of 20% in the same industry and accounts for 1/1 of its global sales. 4 strong. The punctuality has also become an idiom that Singaporean Chinese managers often hang around.
However, compared to Apple’s terminal-oriented companies, is it true that a tire company is so daringly revamped in marketing that it has to make a deed? This is to start with Cooper's business model.
360 Degrees Affects Your Customers
It is true that if we only understand Cooper China's special measures from the perspective of heterogeneous marketing, then there is no doubt that it is a bit shallow. In fact, as the replacement of the tire industry, Cooper, the fundamental business model is completely different from other tire manufacturers, in addition to the main market segment, Cooper does not participate in the original car OEM manufacturers supporting, but by the retail store Direct supply to consumers. As the world's eighth-ranked tire manufacturer ranked second in North America, Cooper's business model is unique, so it is also a picture of B2C companies in the tire industry.
From this point of view, Yu Sili's bold and heterogeneous marketing is not only not exceptional, but also fully consistent with the positioning of Cooper itself, that is, must go beyond the market segment, directly affect the lives of consumers.
Due to the late entry into the Chinese market, when Cooper first started exploring the Chinese market in 2006, it was indeed plagued by the issue of brand influence. With the acquisition of local tire companies in Shandong and Jiangsu, Cooper has completed the localization of manufacturing and manufacturing. Since 2007, Cooper has started to build its own retail store and dealer network. At present, Cooper has built more than 500 retail stores throughout the country, together with production workers and managers, and has nearly 6,000 employees.
But even if Cooper spends one-third of his peers in the country, but compared with Bridgestone, Goodyear, Michelin and other international big names who have been cultivating China for many years, Cooper is only a toddler. If we adopt a conventional propaganda strategy, there will be only one direction in the future. That is to lose the battle in the homogenous competition.
Therefore, Zhai Sili believes that: If you want Cooper to really stand in the Chinese market, you must find another way, just like the Harley, LV luggage. They all represent a culture and the user's choice of lifestyle, Cooper should also start from the end consumer's lifestyle.
“From a certain perspective, we sell not only tires, but also a kind of attitude towards life, a kind of spirit. We hope Cooper Tire can become a lifestyle label and become part of our lives. Do not care about tires, but must pay attention to music, comics, off-road, drift, games ... consumers have a 360-degree lifestyle, there are 360-degree brand communication channels." He thinks that this is also a B2C company should pay attention to Locally, it is just like getting rid of a cow, and finding the entry point is not enough. Marketing is also like this. Cooper's entry point is to be close to the target consumer, so that they have a happy purchase and use experience as in the game, who said that this is not a true king?
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