Tires are the most crucial and fiercely competitive part of the automotive aftermarket service, especially in the era of fuel powered vehicles and new energy.
According to statistics from China Automobile Association, the production and sales of new energy vehicles in China reached a new high in June 2022, reaching 590000 and 596000 units respectively, a year-on-year increase of 1.3 times, and a market share of 23.8%.
With the rapid growth of new energy vehicles, the automotive industry chain is also shifting from fuel powered vehicles to new energy vehicles, including China's independent brand tire enterprise, Pulin Chengshan, established in 1976.
On the "Pulin Innovation Day", the emerging domestic brand of new energy vehicle tires, Pulin (PRINX), conveyed two signals: one is to accelerate the transformation and change towards the new energy track; The second is to emphasize dialogue and communication with users, deepening brand and user communication.
Propose new categories of new energy vehicle tires
At the press conference, Pulin announced the new category of new energy vehicle tires. In terms of product development and design, Pulin proposed the GCE (Ground Contact Efficiency) electric tire development concept.
GCE has expanded the six most important performance indicators for new energy vehicles and car owners, including safety, single charge mileage, cabin noise, total mileage, response speed, and driving comfort, based on the three performance indicators of rolling resistance, wet slip, and noise specified in Chinese tire labels.
GCE Six Major Indicators
It is worth mentioning that although GCE is proposed for new energy vehicle tires, Pulin stated at the press conference that this research and development concept is also applicable to fuel vehicle tires.
Pulin believes that products are perceived not only in terms of performance and functionality, but also in terms of appearance. Therefore, in product development, technology and aesthetics should be combined. It is reported that upon its launch, Pulin's new product won three international design awards, including the Italian A'dESIGN AWARD Award and the French DNA Design Award.
In terms of channel construction, Pulin announced that it will vigorously develop a combination of online and offline, adopting a "product+service" model.
In addition to the current traditional tire service stores, including tire repair, installation, and tire repair, offline channels will also establish stores that deeply connect and interact with brands and users, add lifestyle categories, and export brand culture in the future.
Online channels will reach users through official WeChat, various large traffic platforms, official account and other key paths to create a comprehensive service experience.
In addition, Pulin also announced a strategic cooperation with JD, relying on JD Motors' online and offline service ecology, as well as Pulin Chengshan's advantages in brand, product, channel, and digital services, to achieve resource sharing and complementary advantages, thereby forming a joint force and further expanding user service scenarios.
Pulin Chengshan Transformation, User Rank C
It is understood that Pulin is one of the important measures under the strategic layout of Pulin Chengshan, with the brand positioning of "born for the electric era" and focusing on the new energy vehicle tire track. Other strategic directions include Chengshan, Aotong, and Fushen, focusing on the passenger and commercial vehicle fields.
It is worth mentioning that Pulin is also the first tire enterprise in China to launch a new energy brand.
In fact, Pulin executives have repeatedly emphasized user thinking during the interview process. Pu Lin believes that behind electric vehicles and electric vehicle tires, they actually represent changes in consumers and consumer groups.
Any product and brand must be a continuous process of progress, and in fact, consumers and the market are also constantly changing. That's why Pulin emphasizes the co construction, co creation, and symbiosis with consumers, "said Yu Hang, Vice President of Pulin Chengshan Holdings Co., Ltd.
Based on this, Pulin carries out brand definition, product development, and user communication in a backward manner, placing users in the C-position. To some extent, this has affected the way we establish the core content of our brand, resulting in different research and development ideas and brand generation ideas, "said Gao Yong, General Manager of the Market Center of Pulin Chengshan Holdings Co., Ltd
It is reported that in the upcoming Pulin Electric New World, Pulin will adopt a new digital communication method to connect users, build a "Transportation Culture Management Bureau" that represents the future concept, and create a convenient electric life circle through multiple channels, so that more young users can understand the tires, an important component that determines the performance and driving safety of electric vehicles.
At the same time, Pulin will also adopt a virtual+reality approach, hoping to redefine new energy vehicle tires using the virtual IP image of the Pulin brand, in order to derive transportation culture+concepts.
Gao Yong stated that in the future, Pulin will not only focus on tire products, but also continue to create more transportation culture and concept derivative products, as well as more travel experiences and various experiences for car owners. "By intervening in their experiences, creating cultural and travel experiences, and with more content support, we can play with them," Gao Yong said.