Cure old customers and cultivate new customers - Michelin in action
On March 26th, 2009, Michelin Carbus Tire launched a professional truck and bus tyres website in China. This is the first domestic truck and bus tire professional website created by tire manufacturers. It is designed to be a truck and bus tire user and a team tire. Management and decision makers provide an online platform for professional advisors. There are nearly 2.8 million websites in China, and specialized tire websites are rare, while the traditional tire industry websites are basically solid in the provision of information on the tire market, there is little knowledge about tires, tire service and maintenance, fleet tire management Other aspects of the introduction. In the field of truck and bus tires, no one has ever been involved. As a professional tyre supplier, what has Michelin devoted a great deal of energy to investing in a "simulation" space? Mr. Frank Yeh, director of Michelin Truck & Tire Markets, stressed that no matter how the market environment changes, Michelin has solidified its old customers and nurtured them. The goal of new customers has not changed, and the establishment of the Michelin Car and Passenger Car Tire website is Michelin's move to honor high-end technology and service promises to users. Reporter: How does Michelin know the proportion of people who browse websites in the field of card and passenger cars? Frank Ye: Accurate data from Michelin shows that as of the end of last year, the number of Internet users in China reached 298 million, the penetration rate reached 22.6%, and broadband users reached 270 million, which exceeded the global average. It is also based on this information, Michelin conducted a large number of market research in 2008, has drawn more than 800 card passengers for testing, including individual users, but also the team management personnel. As a result, it was found that 22% of high-end brand users had access to information on the Internet to understand the habits of knowledge related to fleet management, vehicle maintenance, etc., and 15% of mid- and low-end truck and bus users used the Internet to obtain information. The ratio is as high as 1/3. And we also found that 64.6% of people have the habit of searching for answers online when they have problems. Reporter: How does Michelin let its customers know about the Michelin Bus and Tire Website? Frank Ye: There are two ways to log in to the Michelin Truck & Bus Tire Professional website. One is via Michelin's official website. There is an icon for the truck and bus tires website. Click to access it. You can also click directly on Michelin Bus and Bus. enter. Regardless of where it entered, we have always emphasized that one-click access to the site allows users to quickly find out the information they need. This is also the starting point for us to apply for a domain name. A dedicated online search engine is effective for promoting the Internet, but I believe that is certainly not the only way. The biggest difference between Michelin and other tire suppliers is that Michelin’s huge sales team visits different customers every day. There is a counter on the website, which changes every day, witnessing the communication between our sales team and customers. Therefore, our sales staff have a lot of time and opportunities to promote our website to our customers. I think this should be effective. In addition, Michelin is more confident in the power of professional media. Professional media has a wide range of professional readers. We can tell our end-users through the media platform that the Michelin Car Passenger Car Tire Website has been established. Reporter: The global economic crisis is infringing on the interests of China's logistics users. Is Michelin setting up this website to show us what? Frank Yeh: In the past six months, logistics companies have encountered a lot of problems. At this time, the establishment of the Michelin Truck and Bus Tire Professional Website may give us and the end users a good opportunity. Just think, if he is our customer, he can use our website to learn how to control and reduce costs, learn about the technology of refurbishing and grooving, and understand that retailers there can provide this service. In other words, Michelin can use this platform to serve our old customers at a premium value, thus solidifying these old customers; and if he is not yet a Michelin customer, then he can also learn through the Internet how others have provided items through Michelin Services achieve the purpose of reducing costs. Use other people's successful experience to guide and nurture them. Perhaps one day, he will become a Michelin customer. The Michelin Car and Passenger Car Tire Website is a tire advisor for individual car and bus users. At present, the most common words appearing in the media are "pulling domestic demand." Mr. Frank Yeh believes that "pulling domestic demand" is to drive products that are truly suitable for consumers. That is, products that provide consumers with real demand are the winning companies. This is what Michelin is pursuing. As a site for card and car tires consultants, Michelin will select tires for card and passenger car users, find tire shops, maintain and manage tires, and share successful experiences to provide the most convenient services. Let the vast number of end customers experience Michelin's "real" service value through such a large "virtual" world. Printing Socks,3D Printing Socks,Sublimation Printing Socks,Custom Printing Sock Onetex , https://www.onetexprinting.com
Mr. Frank Yeh, Michelin Card Bus Tire Marketing Director
In addition, in the vast number of Internet users, the number of mobile Internet users reached 11.6 million, an increase of 133% over 2007. Many of the drivers in China are on the road every day. The mobile phone will become a very important vehicle for them to obtain information. Therefore, Michelin will develop a Web page based on this professional website to facilitate mobile Internet access. It is certain that the network should be the means by which the largest range of outside our sales personnel can help our end users.