The world's leading tire manufacturer, the German horse brand, demonstrated extraordinary strength in 2013, with a significant increase in market share and sales, far exceeding the industry average. Entering 2014 is also a key turning point in realizing the vision of the company's 2025 global and Chinese business. The German horse brand will implement a strategic shift from “deep cultivation” to “secret work” through product localization, customer experience enhancement and marketing strategy promotion. Achieve market share expansion and upgrade the driving experience for Chinese consumers.

When talking about the future development plan, Mr. Deng Jie, general manager of Continental Horse Brand Tire Trading (Shanghai) Co., Ltd., responsible for the strategic layout, is full of expectations. “2014 is our past year. We provide consumers with quality products and services for us. It is our consistent aim to create value for our partners and to seek sustainable development for our company.” At the same time, Mr. Deng Jie also reviewed the performance of the horses in the past year. “In 2013, the achievements of the horses are gratifying. The results behind these achievements not only confirm the determination of the horse brand in China to accelerate development, but also reflect the firm belief that the brand has always been committed to providing Chinese consumers with convenient, reliable and professional products and services."

Accelerate the process of product localization

In 2014, the German horse brand will introduce a super-performance tire and a winter tire to enrich the product portfolio in China to meet the diverse needs of different consumers. As part of the company's vision for 2025, it is also imperative to continuously improve the R&D and production capabilities of the German Hefei Hefei plant. Following the first local production of run-flat tires in Hefei factory in 2013, the Hefei plant plans to put into production soft rubber tires in winter and 19- and 20-inch tires this year, becoming the first German horse brand to have production in the world at the same time. Soft rubber tires and run-flat tires factory.

Further enhance customer experience

In 2013, the German horse brand added nearly 1,700 authorized retail stores in mainland China. In the eight years since the German horse licence entered China, nearly 4,000 authorized retail stores have been developed throughout the country at all levels, including 18 to provide one-stop professional tire replacement and vehicle maintenance services. Best German flagship store. The continuous and rapid expansion of channels is a striking example of the German horse brand's deep cultivation in the Chinese market. In order to further enhance the consumer experience, the German horse brand will establish a more mature channel management system and more humane after-sales services in the Year of the Horse to enhance customer care from the details.

Promote marketing strategy

In addition, strengthening brand promotion and creating more value for partners are also the goals of the horse brand. As one of the official sponsors of the 2014 World Cup in Brazil, the German horse brand will continue to focus on football marketing and achieve marketing strategies for promoting high-end brands. Following the World Cup in Brazil, the German brand will continue to sponsor the European Championships in the 2016 European Championship and the 2018 World Cup, while China will use the marketing of football events to gain better brand recognition in the local market.

The growing number of employees also proves our good momentum of development: By the end of 2013, the number of employees of the German horse brand in China had doubled compared to 2012 to better support the sustainable development of the business.

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