As the world's leading tire manufacturer, Michelin has been in 25 years since it established its first representative office in mainland China in 1989. “Recalling the achievements Michelin has made in the Chinese market over the years, the most encouraging result we have is Michelin's 90% brand awareness in the Chinese market!†President Michelin (China) Investment Co., Ltd. can not ignore the pride. Today, Michelin is not only the tire brand most familiar to Chinese consumers, but also provides quality products and services to Chinese consumers in the areas of automotive aftermarket services, tourism information and lifestyle.
Joining hands with China to achieve win-win progress
In January 2013, Michelin announced in Shenyang, China that this investment of a $1.5 billion expansion project was officially put into operation, with an annual output of 12 million tires. The expanded Shenyang plant is not only Michelin's current largest production base in the world, but also the largest investment project of foreign tire manufacturers in China. In the past 25 years, Michelin's successive investments in the Chinese market totaled 3 billion U.S. dollars.
Michelin's continuous investment in the Chinese market has also received substantial returns. In the past five years, Michelin's performance has been encouraging, and the original tire distribution business for passenger cars and light trucks has tripled.
Michelin is confident about the future of the Chinese market and will continue to increase its investment in the local market. In 2014, Michelin plans to launch several new products in the Chinese market, including innovative products for the SUV and ultra-run markets. In the next five years, Michelin’s goal is to double China’s turnover.
Excellent Product Service Quality Life
High-quality products and extensive recognition benefit from Michelin's all-round performance as the company's core strategy. Because of this, Michelin tires can undergo the most rigorous tests on top international racetracks such as the Carrera Cup Series, Dakar Rally, Le Mans Endurance, and innovative track technology is also applied to passenger cars. The development of tires provides consumers with all-round performance tires that combine safety, durability, energy efficiency, and handling.
Michelin tires
In addition to building all-round tires, Michelin's channel construction has also set a landmark benchmark for the Chinese automotive aftermarket. As of May 2015, Michelin's Chijia auto service network, which provides quick service for car repairs, has more than 1,000 stores in China.
At the same time, Michelin has helped travelers create a safe, convenient, and comfortable journey in all directions, and has successively published 17 series of Chinese-language travel guides.
Deepen cultivation of local talents
While making great achievements in business development, Michelin has taken root in China and returns to China as his mission and has always been committed to cultivating local talents in China. Since 1989, Michelin has set up four production bases in Shanghai and Shenyang so far and has a team of 7,500 employees. In April 2012, Michelin Training Center officially opened in Shanghai, which is Michelin's largest training base in Asia. In addition, Michelin also has a humanized personnel system. The ad hoc career development manager provides employees with specialized training and career development plans.
Social responsibility for corporate citizenship
As an advocate of sustainable mobility, Michelin actively promotes China's road safety business and develops various environmental protection and corporate citizenship activities. This year, the 12th "Michelin Bibden Challenge" will return to China in November. As early as 2005, Michelin launched its first road safety campaign in China. After years of hard work, Michelin's road safety activities have yielded fruitful results. Based on the Chika network that covers the whole country, it has been conducting investigations on the environmental protection level of domestic private car owners for two consecutive years, and has contributed to the sustainable development of Chinese society.
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