Delicate tires: 30 years of unremitting pursuit of internationalization

Shandong Linglong Tire Co., Ltd. is located in Jindu, China - Shandong Zhaoyuan City. After 30 years of unremitting efforts, it has gradually developed into a professional, large-scale technology tire manufacturing company. The leading products cover nearly ten thousand specifications including high-performance passenger car radial tires, passenger light trucks, radial passenger car tires and all-steel radial truck tires, and have an annual capacity of 44 million sets of tires. The products are widely used in passenger cars and commercial vehicles. Construction machinery. The products are sold all over the world. In 2013, 19.28 million tires were exported, which ranks among the top in domestic tire companies. With an annual sales income of over 10 billion yuan, it has been listed in the top 20 tires in the world for many consecutive years and the top 5 tires in China.

Set strategic goals in stages

In 1975, the predecessor of the exquisite tire was the establishment of the “Zhaoyuan Tire Repair Factory”. In the 11 years of 1986, the production methods of the company remained the same, the equipment was obsolete, and it was on the verge of bankruptcy due to the impact of the market economy. In 1987, Wang Xicheng, the new factory manager of Linglong Tire, came to life and put forward the development policy of “roadside to road, road to middle and upper level”. The company's products gradually evolved from low-grade cart tires to truck tires, construction tires and car tires. By the year 2000, more than 200 specifications for the five major series of engineering tires, heavy-duty tires, light truck tires, agricultural tires, and passenger car tires have been formed, and the transformation from tire manufacturing to skew tire production has been realized.

After 2001, Linglong Tire entered a leap-frog development stage and adopted the business philosophy of “stabilizing the production of bias tires, vigorously developing radial tires, and building a tire industrial park”. From single bias tire production to radial tire structural adjustment, the same year, exquisite tires The success of the joint-stock system transformation resulted in a clear corporate structure with clearly defined property rights and rights and responsibilities. In addition, it created the "exquisite speed" for the industry's all-steel radial tire construction within 11 months.

In recent years, Linglong Tire has confirmed its international positioning and formulated the “3+3” global development strategy. After repeated market inspections and research demonstrations, R&D and manufacturing bases have been set up in China's Liuzhou, Guangxi, Beijing, and Dezhou, Shandong; overseas, Thailand has been selected as the starting point for a global strategy and eventually reached three manufacturing bases. New pattern of industrial development. The use of a mature information technology platform to achieve resource sharing, make full use of local resources and location advantages, reduce logistics costs, while optimizing the product structure, but also to solve the bottleneck problems affecting the company's development due to capacity constraints. In February 2014, the first phase project of Linglong International Tire (Thailand) Co., Ltd. was put into full production. As the first overseas production base of Linglong Tire, the commissioning of this project indicates that Linglong Tire's global development strategy has taken a solid step!

In terms of brand building, Linglong Tire always adheres to the principle of developing its own brand and supporting the market to promote middle and high-end support. In China, Linglong Tire has become a major supplier and an excellent supplier to more than 50 mainframe plants such as FAW, Shaanxi Zhongqi, Dongfeng Motor, Beiqi Foton, Chongqing Hongyan, SAIC-GM-Wuling, Jinan CNHTC, and Xiamen Jinlong, for many years. Was named "National Top 100 auto parts supplier." At the same time, Linglong Tire also actively implemented the “Going Global” development strategy, actively explored the global marketing model, and overseas markets focused on building a global network that radiated globally. On the basis of the original exquisite, Shan Ling and Leo brands, we have created a number of international high-end brands and successfully entered the mid-to-high-end market, which has aroused strong repercussions and received high praise.

In the global economy, which is generally trapped in stagflation, and tire industry is faced with an endless wave of overseas trade and technical barriers, Linglong Tire 2013 achieved a sales income of 11.4 billion yuan, and overseas sales revenue was nearly 1 billion US dollars.

Adhere to quality management is not relaxed

Behind the excellent results can not be separated from the fundamental guarantee of product quality, Linglong tires has always been committed to the development of lean production management model, in order to enhance the dual value of products and services and make unremitting efforts.

In terms of quality control, Exquisite regards the purchase of raw materials as an important part of the tire production industry chain. In terms of raw material control, the company has built the largest test and inspection zone in the same industry in the country. It has more than 500 sets of internationally advanced equipment such as infrared spectrometers and spectrum analyzers, and implements 100% rapid inspection of raw materials and accessories. In the management of sub-suppliers, suppliers are preferred, and periodic evaluations and dynamic management are conducted to establish sub-supply guarantee systems. In the production process control, the market management rule of “the next process is the user of the previous process” is introduced to form an interlocking process mutual inspection procedure. In the quality control of finished products, the appearance of finished products implements a three-inspection system for the monitoring and improvement of manufacturing processes. At the same time, "ID cards" management is applied to all products to meet the 100% traceability requirements for quality issues, ensuring that every product that flows to the market is a qualified product. In terms of safety management, we must “strictly, accurately, and practically” and “do not miss”, and through visual identification on the spot, fixed positioning, prevention and control of key hazard sources, and the use of some automated error prevention, hedging, etc. Measures to protect the safety and health of employees.

Mature and sound quality control system, stable and reliable product quality, has won the recognition of global consumers. Delicate tire has passed China 3C, US DOT, US SmartWay, European ECE, Arab countries GCC, Brazil INMETRO, Uruguay LATU and other certifications. It laid the foundation for the company to expand its markets both at home and abroad. Has passed the ISO9001, ISO/TS16949 quality management system certification, ISO14001 environmental management certification and GB/T28001 occupational health and safety system certification. Since 2010, the company has passed the quality management system qualification review of the world's top ten automotive manufacturers. In November 2011, Linglong Tire's 10 specifications of all-steel radial truck tires passed the on-site inspection of the export inspection of the AQSIQ's expert audit team.

Always bring innovation to development

“Innovation is a powerful driving force for the development and progress of enterprises, and quality products are derived from strong R&D capabilities.” Linglong Tire always adheres to the concept of innovation and endless. After years of team building, it has a group of experienced, innovative and professional constituents. Reasonable tire product R & D professional and technical personnel. The research and development technical team now has 1011 team members, including 3 PhDs, 63 masters, 41 external experts, covering product design, process tooling, raw and auxiliary material research, formulation, test detection, tire mechanics analysis, finite element simulation , 3D design software development, production on-line and laboratory collection of test data statistics and analysis and other fields.

Linglong Tire owns state-level enterprise technology center and national accredited laboratories. It is one of the few companies in China that has both a national enterprise technology center and a postdoctoral scientific research workstation in the tire industry. It has built the industry's first noise lab and low scrolling. The resistance laboratory, in which the low rolling resistance laboratory completed its benchmarking against the European Union's rolling resistance testing agency in June 2012, has the ability to independently detect roll resistance and is recognized by the European Union. Exquisite Tire also established the Academician Workstation and the HIT Exquisite Tire Research Center. It has more than 500 sets of world-leading test and testing equipment, such as dynamic impression tester, rolling resistance tester and LMS system, which provide product quality inspection, new product development and performance improvement. A strong hardware guarantee. In Beijing and North America, R&D centers have been established. In July 2013, a test and inspection office was established in Europe to establish a global R&D system.

On July 1, 2014, Linglong Tire and Spanish IDIADA held a signing ceremony for the Central Asia Tire Testing Ground Project. "The Central Asia Tire Testing Site Project" is China's first large-scale professional tire outdoor test field project, with a total investment of 1.13 billion yuan and an area of ​​2,400 mu. In 2015, part of the experimental field monitoring and testing project was open to the outside world, and it undertook the performance evaluation of new products for tire R&D, the testing of domestic and foreign regulatory testing projects, and the ability of automotive-related test tests. Linglong Tire will build the Central Asia Test Site into a world-class testing and testing service platform and make new contributions to the development of the industry.

Linglong tire research team has undertaken many national 863 plans, Torch Programs and other national-level technical research topics, and led and participated in the formulation and modification of more than 60 national and industry standards. In terms of technological innovation, it successfully achieved the development of two new products each day, and serialization of high-end products such as snow tires, run-flat tires, eco-friendly tires, and high-performance tires. In 2013, Exquisite achieved 99 patents in 36 countries, with a total of 508 patents. The overall technical level and deep tire performance research have reached the international advanced level. The GREEN-MaxUHP ultra-high performance tires ranked fourth in the Finnish tyre world evaluation in the summer of 2011 with a score of 7.6, which is in line with the two leading brands in the world. Exquisite's self-developed "low-profile anti-slip, low-noise ultra-high-performance passenger car radial tire" has won the "Shandong Province Science and Technology Progress Award" and "National Science and Technology Progress Award."

Responsible corporate citizenship

As a company that has experienced ups and downs, Linglong Tire has not forgotten to fulfill its social responsibilities while developing itself. It also devotes itself to public welfare undertakings and actively implements corporate social responsibilities in disaster prevention and relief, children's education, helping the poor and helping the environment, and protecting the environment. The field has contributed to society.

Linglong Tire has set up a long-standing student education fund, actively supported the Hope Project, donated Hope Primary Schools, and helped difficult students, Yuanmeng University, to participate in loving donations. For many years, Linglong tires have invested in public welfare undertakings and responded quickly to disasters and other incidents. They donated cash and materials to Wenchuan Earthquake-stricken areas, and arranged rescue vehicles to travel to disaster relief centers and disaster-hit areas. After the Yushu earthquake, they launched the “Lingling Rescue Assault”. Activities and timely donation of funds and materials; in August 2014, Linglong Tire first rushed to the disaster area in Ludian, Yunnan Province, sent relief supplies, carried out rescue vehicle replacements for new tires and related services for free, and sent real relief to the disaster area. warm.

Looking ahead, Linglong Tire will continue to take “internationalization” as the orientation, and focus on the user, focusing on the management policy of “focusing on science and technology, grasping management, creating brand name, and increasing profitability”, and vigorously promote the internationalization of talent, R&D internationalization, and marketing internationally. The six major strategies of globalization, manufacture internationalization, brand internationalization, and cooperation internationalization, strive to achieve 90 million sets of tire production and sales during the “13th Five-Year Plan” period, becoming a globally competitive world-class tire company, steadily entering the top 10 tires in the world .

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