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At the end of 2012, Shuangqin Group (Anhui) Huali Tire Co., Ltd. (hereinafter referred to as “Resortâ€) launched 26 tires in three series: R29, R30 and R699. Relevant media reports said that the move marks the return of the tires to the domestic market with almost nowhere in the market.
The news caused a lot of repercussions in the industry. Some people in the industry said with emotion: “The old name of the force will come back.â€
how you said that? This also starts with the cooperation between Shuangqin Group and Michelin over a decade ago.
From "holding hands" to "breaking up" to "re-holding hands"
As early as 2001, Shuangqin Group and Michelin set up a joint venture company - Shanghai Michelin Warrior Tire Co., Ltd. At that time, Michelin was a major shareholder, accounting for 70% of the shares. Double money was in a weak position in the equity ratio.
In the ten years of cooperation between the two parties, the joint venture company has lost money year after year. Relevant data show that Shanghai Michelin Warrior Tire Co., Ltd. has accumulated an accumulated loss of 872 million yuan over the past eight years. In 2008 alone, the loss was as high as 235 million yuan.
According to the contract, Shuangqin Group transferred all the shares it held to Michelin in the second half of 2009, making it a wholly-owned controlling shareholder.
At the same time, Shuangqin Group licensed Michelin to continue to have exclusive rights to use Warrior brand for a period of 2 years.
In early 2012, Shuangqin Group officially took back the brand and began to create a truly Chinese tire brand. Zhang Yangke, manager of Warrior's tire market, told Tireworld.com that the company did not claim to be an "old name" or "boss" of Chinese tires, but that Warrior tires has been working toward this goal with practical actions.
Just a few years before the return of the Force brand, Shuangqin Group and Michelin re-established a new company, the Shuangqin Group (Anhui) Huili Tire Co., Ltd. Only this time, the cooperation with the first time is very different: Shuangqin Group holds 70% of the shares, turns into a major shareholder, and has absolute control of the company.
Two joint ventures are "completely two things"
The back brand was used by Michelin for 10 years. The first time the two companies cooperated, the joint venture company has lost money year after year. Many in the industry believe that this has a certain negative impact on the return brand.
Zhang Yangke did not agree. His view is that, first of all, there is a loss in profitability in business operations, and it cannot be called "cooperation failure" because of a loss in operations. And the double money and Michelin stop cooperating because the ten-year contract expires, not what the outside world says " "Much loss", "disharmonious relationship" and other reasons; Secondly, during the first cooperation, Michelin also paid a lot of efforts in the promotion of Pull back brand, although the final contract expired "partially", Michelin's contribution to Pull back brand can not be ignored. .
It is understood that as a tire supplier for Shanghai Volkswagen, Ford, Citroen and other automobile manufacturers, Pulley Tire had stopped supporting the supply of these auto companies due to the "failure" of the first cooperation between Michelin and Double Money.
Zhang Yangke said that the company has now restarted the supporting market and is negotiating with Shanghai Volkswagen, Shanghai GM, Chery, etc., and is currently in progress.
"The cooperation with the entire vehicle manufacturer is not a "one-stroke deal," and it needs a process. It may take 1-2 years before it can be finalized." Zhang Yangke said.
During the interview, Zhang Yangke repeatedly emphasized that the cooperation between Shuangqin Group and Michelin was “completely different†from the previous cooperation. Not only did the two sides have different share ratios, but the personnel they worked on were also different. He also told Tire World Net that this cooperation, Michelin in terms of technology and management, gave back the company great support and help.