Huger adheres to the road of characteristic products and differentiated marketing

Improve product quality, improve service level, stabilize enterprise business relationship and enhance brand strength

"Planning, development, foundation consolidation, management improvement and brand promotion". Since the all steel radial tire project of Shandong Hongyu Rubber Co., Ltd. was put into operation in September 2013, breakthrough development has been made in terms of product quality, brand building, market development and sales service. At this stage, the company has initially formed two all steel radial tire brands, Frederick and Chilong, There are more than 20 product specifications and models, the market development is stable to 70 dealers, and the daily average sales volume reaches more than 2000. After the installation of phase II equipment at the end of 2014, the company's daily production capacity will reach 5000-6000 pieces. Combined with the commissioning progress and personnel matching, the actual output will be increased to 3000-4000 / day.

In the process of maintaining the healthy, stable and sustainable development of the all steel radial tire project, the front-line departments led by the company's production, equipment, technology and quality assurance are maximized to meet the service functions and appropriate leading practical requirements in the standardized market, adhere to survival by quality and development by innovation, It has been effectively practiced and explored in the specific work of product quality improvement and differentiated product creation.

1、 Improve product quality and lay the foundation for sustainable development. Since the all steel radial tire project was put into operation for more than a year, the company has always adhered to the working concept of "planning, control, efficiency and implementation" in a series of work in terms of staff team construction, production process control, equipment and process improvement and product quality control, and combined with "zero defect management" to jointly manage and ensure efficiency and implementation, It has laid a solid foundation for the overall improvement of product quality. At this stage, the company has focused on the following work to comprehensively improve product quality:

On the one hand, the production, technology, equipment, quality assurance and other on-site departments shall reasonably allocate personnel, optimize the staff team and standardize the human resource management of their own departments according to the optimized three basic documents: Post description, post employment standard and post quota standard; Adhere to the scientific unity of lean management and Hongyu standard work method, strengthen the on-site 6S management level, and optimize the operation level of employees and workshop production environment; In the selection and configuration of phase II equipment, based on the principle of high-end and high efficiency, the equipment department has selected many world-class equipment, including two internal mixers of Japan Shengang, one bb430 for the production of rubber compound and the other bb305 for the production of final rubber compound, which will greatly improve the efficiency and quality of rubber compound; The new puncture resistant, tear resistant and low heat generating tread formula of the technical department has been put into use, and the special tread formula in the mining area has better universality. It has been improved by strengthening the sidewall of the carcass, strengthening the toe opening, adding nylon reinforcing layer and putting into use capsule drum, and the product quality has increased steadily; The quality assurance department further promotes the integration of informatization and industrialization, improves the laboratory comprehensive database management system, dense compound inspection, analysis and evaluation system, process parameter acquisition and control system, finished product inspection, acquisition and evaluation system and tire after-sales service system, and makes full use of information technology to promote the overall improvement of quality.

On the other hand, since the establishment of the strategic partnership between the company and Qingdao University of science and technology, Shandong Hongyu rubber tire industry technology research institute has gathered many high-end technical talents, providing fresh blood and sustainable power for building a high-quality workforce, realizing product technological transformation and upgrading, and promoting the healthy and scientific sustainable development of the enterprise.

2、 Enrich differentiated product series and enhance the driving force of sustainable development. At present, many tire enterprises are plagued by problems such as low-level repeated construction, serious product homogenization and excessive product structure. Under the pressure of inventory, most rubber tire enterprises have to reduce production and guarantee capital. However, the R & D and production of Hongyu rubber tire is running at full capacity to improve production and efficiency according to the company's product differentiation development needs.

First of all, in order to ensure that the core competitiveness of a single brand among brands is more targeted, the company plans to distinguish the single brand logo of Frederick and Chilong according to the different inputs of raw materials, equipment performance, production process, product function and other links after the installation and commissioning of phase II equipment, so as to ensure the market advantage of the company's medium and high-end products and meet the market demand of medium and low-end products, So as to create the brand pattern of "Tianji horse racing" products. At this stage, the company has carried out a lot of substantive work in this regard and is ready to build differentiated competitive products with more market competitiveness. For example, super wear-resistant carbon black and advanced mixing technology are used in internal mixing equipment to ensure more wear-resistant performance of tires.

Secondly, the use conditions of tires are ever-changing. Different models, different road conditions, different loads, different speeds and different wheel positions put forward harsh requirements for the use of tires. In the early stage, in order to investigate the differences of product use conditions, verify the use performance of products and prepare for product differentiation, the company organized and called on dealers in various regions to submit supporting and controlled excellent fleets, and separately formulated fleet preferential policies to provide value reference and market evidence for the company's differentiated development. At the end of the year, the company implemented the car donation policy for excellent dealers out of consideration of product differentiation development. The company plans to develop high-speed and heavy-duty tires, high-speed standard load tires, driving tires with various speed and distance requirements, medium and short distance tires for different types of roads, mine tires for different types of mines, bus tires, cement mixer tires, guide tires, tractor tires, etc., so as to meet the multi-level consumption demand of the market, Truly realize the development path of product differentiation. (to be continued)