Delicate tires: China-based innovation international brand

“People are forced out! It depends on whether you dare to pressurize yourself and can turn pressure into power!” This is the entrepreneurial insight of President Wang Feng of Delicate Group, and also the essence of Chinese-style innovation, a specific historical environment, The specific stage of development has given innovations different connotations and definitions.

Linglong Tire, from a workshop that had been ordered to suspend production by the Ministry of Chemical Industry, has grown into today's top 20 tires in the world and top 3 tires in China, creating the “exquisite mythology” of the Chinese tire industry, and it is catering to “the idea of ​​innovation is nowhere. No, the power of innovation is omnipotent."

Under the impact of the global financial crisis and the US special security case, the exquisite brand of this national brand hunted down and jointly supported the tireless pursuit of Chinese tire companies to promote national brands and revitalize national industries. In today's ever-changing market conditions and diversified competition, no matter if it is a cloud or a wave, we can always hear different voices here—

Innovate on inheritance

The old generation of entrepreneurs made great strides through hard work, boldness and boldness. What does a new generation of entrepreneurs rely on to start a business? Wang Feng as a knowledge-based, younger, new generation of entrepreneurs, naturally takes technological innovation as a way to enhance corporate market competition. The first priority of the force. Through the implementation of a "three-one project" that builds a platform, completes a system, and fosters a core of technologies, the company has established and established the Linglong Group R&D Center, Beijing Linglong Tire Co., Ltd., and the US R&D Center, forming a foothold enterprise and covering The “three-in-one” R&D marketing system that is globally focused on the world has become a high-end platform for integrating social resources and open market operations. Each year, we independently research, design, and develop new technologies and new products in more than 400 projects. We undertook the “863 Project” and the Torch Plan for many countries such as “Solubilized SBR Rubber Projects”, and we also walked in the same industry across the country for deep tire performance research. Forefront, responsible for the formulation of deep performance standards for a number of industries. Through the study of rolling resistance, the rolling resistance of the tire can be reduced by 6.5 inches and the fuel consumption can be reduced by more than 10%. The self-curing electronic pre-vulcanization technology has enabled the company to become the first domestic project to truly implement the electronic pre-vulcanization, and it is at the leading level in the country. The entire industry has a strong demonstration effect. At the same time, it made a major breakthrough in indoor noise research and finite element analysis, built the first indoor noise laboratory in China, carried out comprehensive research on the impact of different structures on tire performance, and established a world-class tire research database to lay a foundation for the development of new products. The foundation. Up to now, the company has more than 20 products to fill the gaps in the country and has obtained more than 200 patents from China, the United States, and Australia. Tire products have formed ten series and more than 2,000 specifications of all-steel, semi-steel, biased tires, and special tires. The scale of production has reached 30 million sets, and all of the specifications and varieties are among the first in the country. Of course, Wang Feng also has his own opinions on the construction of a technological innovation system: Today, when products are extremely abundant, only those with core technology companies can be competitive, and core technologies must be created by core talents. Ultimately, all technological competition is Talent competition. It is based on this understanding that Wang Feng is thirsty for high-end talent.

The four-track operation of recruiting, recruiting, citing, and educating talents is equally important in theory and practice. Within the company, each branch of the factory integrated management, technology, equipment, production and other departments to set up a task improvement team to focus on solving outstanding problems in production and management, and regularly hold conferences to improve innovation results, build a learning exchange platform, and create a "use "Working in the brain, working hard, working with knowledge," a work environment, respecting knowledge, respecting science, respecting talent, and respecting the creative business environment. Externally, the company has established long-term cooperation in talent training and scientific and technological development with Qingdao University of Science and Technology, Beijing University of Chemical Technology, Harbin Institute of Technology, Italy Rudolf and other famous universities and foreign famous companies. It employs more than 30 foreign experts and senior technical personnel. In addition, nearly 10 high-end talents in the world's top 10 tires have joined Linglong tires, which has enriched the talents of science and technology and expanded their intellectual advantages, forming a three-tier echelon R&D and management team of Linglong Group. , to become an inexhaustible motive force for sustainable development of technological innovation.

Wang Feng believes that if a company is defined, then I think that it should be social and ethnic. It should be the only way to realize both the maximization of profits and the maximization of social benefits, taking into account the business values ​​and corporate culture of the company. Adapting to the social value system can create a broader space for the development of the company.

Utilize natural resources

Wang Feng devoted himself to the exploration and practice of circular economy and conservation-oriented enterprises, which enabled the company to completely change the economic growth mode of “big output, large consumption, and big waste” in the past, and then turned into a kind of “high efficiency, low emission, The new type of economic growth with low consumption as the basic feature has emerged a new type of industrialization road with good economic returns, less environmental pollution, high technological content, low energy consumption, and sufficient resource advantages, resulting in an annual production capacity of 12 million sets of tires. . Since 2001, it has invested RMB 6 billion in eight major projects including steel, semi-steel, thermoelectricity, carbon black, steel wire, and cement, forming an intensive production centered on the core business of tires, energy security and raw material supply. pattern. First, cogeneration. Aiming at the huge demand for tire production energy, a technical reconstruction project of cogeneration was planned and constructed. Low-calorie coal gangue was used as the main fuel, and the international advanced circulating fluidized bed boiler and steam extraction condensing steam turbine generator set were used for thermal power generation. Production. Electricity is used for the benefit of the society on the basis of self-produced and self-use. Steam supplies tires and central heating is provided for urban residents. The project also absorbs the use of carbon black plant production tail gas as fuel for steam production, daily increase of 600 tons of steam production, annual increase in economic benefits more than 1,200 million. The power plant can digest 180,000 tons of coal gangue each year, reducing carbon black emissions by more than 17 million cubic meters. The second is the industrial derivative. Another characteristic of the “Exquisite Industrial Chain” is to recycle the “three wastes” of the industry, thereby turning waste into treasure, and simultaneously derive a variety of products from one resource to realize the “clean use” of industrial waste residues. In order to digest power plant slag, the Group has simultaneously built a cement conversion project with an annual output of 500,000 tons. The slag and fly ash are used as raw materials for cement production, which reduces environmental pollution and improves environmental benefits. In order to match the growing scale of thermoelectric production, integrate slag and cement resources, and extend the industrial chain, it plans to build an annual output of 20 million fly ash brick projects, replace the traditional local red clay bricks with new building materials, and save 20 million tons of loess resources annually. Million cubic meters. Through the integration of cement and brick projects, the company can increase its sales revenue by more than 70 million yuan annually. The third is cluster production. At present, there is a one-stop production pattern of mechanical processing, energy security, raw material supply, and tire production. As an important part of the industrial cluster, electromechanical companies mainly produce electromechanical products, molding machines, and vulcanizers, and have now become the third largest vulcanizing machine production base in the country, providing equipment support for the Group's tire production capacity expansion. At the same time, the carbon black plant and the steel wire factory provided the chemical raw materials and skeleton materials for the tire production. The entire industrial circle formed a virtuous cycle of “promoting the main business to promote the auxiliary business and assisting the main business”, maximizing the use of natural resources.

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Brand is value

At present, Wang Feng’s group has achieved “resources, reduction, and reuse.” For example, through the closed reformation of the water circulation system, the number of water cycles has reached more than two times, basically achieving zero discharge of water resources; through the improvement of the capacitance compensation equipment of the industrial park power supply system, the electric energy is maximally adjusted, and the annual energy saving 330 Million degrees; Through the improvement of steam traps for vulcanizing equipment, daily steam is 200 tons; through the re-production of plastic cloths, not only the pollution is eliminated, but also the economic benefits can be increased by more than 12 million yuan each year; through the repair and repair of spare parts Waste and comprehensive transformation, annual savings of more than 800 million yuan ... ... Wang Feng believes that the brand for the enterprise, just as a person's name is as important, the brand is value, the market, it is more competitive. Brand building is a long-term system project and cannot be accomplished overnight. She must have a sense of the times, and must use the corporate culture as its connotation and technology and quality as its basis. The exquisite brand is a national and even a world, and it will eventually be a national brand standing in the world.

The exquisite road to innovation has experienced passive innovation and adaptive innovation. Today we have finally realized true innovation—surpassing innovation! At the beginning of the venture, product design and development to meet the market stayed in the Product specifications and series are regarded as “seeking to have,” which is passive innovation; with the solidification of development bases and the expansion of internationalized business, standardization and normative certification to achieve market access are regarded as Quality, this is adaptive innovation; today, based on the systematic upgrade of talents, facilities and systems, and striving for excellence, to create first-class industry, catch up with the international, is considered "excellence", which is beyond the innovation, which is Our future power and competitiveness lies.

Wang Feng attaches great importance to the promotion and promotion of the brand, making the exquisite brand popular at home and abroad, and compete with the world's tire giants face to face. In marketing, we participate in various influential product exhibitions at home and abroad, such as the German Essen Exhibition, the US SEMA, and the domestic Canton Fair. In terms of integration and dissemination, the company launched a series of “Linglong tires and gratitude users” Xinlianxin product promotion activities across the country. In the domestic market network construction, it grasped the two main lines of vehicle and marketing, and focused its work on market share. On the promotion, the plan was implemented by the large-scale planning and investment of the “Lingyu Family Court” brand image store, and the first batch of 100 high-end and standardized brand stores were built to form a demonstration role, which opened up the compatibility and standardized national sales service. The prelude to network construction. In terms of complete vehicle support, the focus has been on improving the quality of operations, achieving “combination of profits and benefits” and increasing corporate profits. In the international market, based on the guiding ideology of “going out and going up”, we actively visited customers, kept abreast of market trends, and developed a number of large customers that exceeded 10 million US dollars by participating in world-class exhibitions and leveraging online trade. . Especially in 2009, in the “special protection case” for Chinese tires, Wang Feng and cadre employees actively adjusted the market supply direction on the one hand and digested it on other European markets, through equipment improvement, management innovation and labor competition. To improve equipment automation and labor efficiency to meet the growing demand for shipments and realize brand value-added; on the other hand, to actively carry out benchmarking activities in the domestic and foreign markets, use technological advantages, and conduct performance competition against dominant brands in individual markets. Cost-effective to create more value experience for customers and explore market potential. As for the “special protection case”, Wang Feng has no unpredictable date. He believes that the “special security case” is an industry challenge, but it is also an opportunity for development. In many cases, there is no power without pressure and the opportunity for special security Enterprises can achieve the transformation of two structures. First, product structure, strengthen the construction of technological innovation system, highlight the ability of independent innovation, and comprehensively enhance the competitiveness of products. Only when the product quality is improved and the quality is improved, our products can be persuasive in the market and have the bargaining power. This is also the basis for brand building. The second is to optimize the market structure, establish a more standardized market mechanism, deepen brand building and marketing, aim at a broader international market, avoid market concentration, and reduce business risks. The third is the management structure, completely changing the status of extensive production and processing of management, no longer relying on the advantages of low-cost labor to participate in competition, enterprise management must be refined, production must focus on efficiency, management must be effective, quality, and development.

Long-term and unremitting market research has given Wang Feng the ability to make decisions and win. Up to now, the group has established a solid marketing network in more than 160 countries and regions in the world, and there are 8 large customers with annual sales of 20 million US dollars. In particular, the unexpected result of the company was that customers in the United States had sent letters to ensure that, regardless of whether the “special security case” was signed, the order must be fulfilled in accordance with the original contract; customers in other regions also expressed their desire to help companies digest orders in the US market. At present, 60% of orders in the U.S. market are shipped normally, and production and operation are always at full capacity. This includes the further enhancement of the global competitiveness of the exquisite tire brand. For example, the R&D of high-performance passenger radial tires for run-flat has been ranked among the top-ranking companies in the world.

Create brand names, protect brand names, develop brand name, multi-level, multi-media, brand building in all directions. These brand development concepts of Wang Feng make the “Lingling”, “Leo” and “Shan Ling” brands become truly domestic and foreign markets. Get on, get loud, and influence big national brands.

For an exquisite group that has emerged from the countryside and has developed rapidly and has already had international influence, it is now an astonishing, qualitative leap and innovation. Especially for Wang Feng who has grown up from that piece of land, it needs superhuman courage, courage and wisdom. From the group of Delicatessen and Wang Feng, they can realize the true connotation and style of “Big Waves Ebb Sha by a Hero”. After 8 years, Wang Feng has developed a company that produces single bias tires into one of the country's largest tire bases for all-steel radial tires, semi-steel radial tires, and specialty tires. It is extended from the tire industry to a comprehensive one. For enterprise groups, the major economic indicators such as sales revenue, profits and taxes increase at a geometric multiple each year.

In particular, the world's tire giants have hit the domestic and foreign markets in the form of joint ventures or wholly-owned investments in recent years. Facing pressure Wang Feng calmly responded to changes and changes to develop and grow their own business as their own responsibility, in the domestic tire industry to private entrepreneurs Ambition, the banner of a unique national brand. Currently, the Linglong Group's comprehensive economic strength ranks among the top 20 tire companies in the world and the top 3 tires in China. The company has more than 10,000 employees, 1,600 engineers and technicians, and has total assets of more than 8 billion yuan. Its leading products include ten series and more than 2,000 specifications. The company has been rated as the national contract-abiding and credit enterprise, the top 100 best spare parts supplier in China, the best image of Chinese enterprises AAA grade, the AAA credit enterprise of Agricultural Bank of China, the top ten outstanding companies in Chinese brand building, and the Chinese enterprise informationization Top 500, most growth companies, China's most influential companies, China's outstanding private enterprises, Fortune China's creative companies. In 2008, it achieved sales revenue of 10.2 billion yuan and foreign exchange earnings of 650 million US dollars. In the financial crisis and the severe situation of the “special security case” in 2009, from January to October, the cumulative sales income was 10.45 billion yuan, and profits and taxes were 730 million yuan, which was a substantial increase over the same period of 2008.

"Linglong" brand was awarded "China's 500 Most Valuable Brands" and "China's Market Consumers' Choice of Preferred Brands" as its honorable title, with a brand value of 6.283 billion yuan, ranking first in the industry in the country.

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