Daree makes its debut
One particular newcomer at last year’s Reifen China, was Anhui Daree Rubber Corporation Ltd. Eager to find out more about the largest of this year’s show debutants, Tyres & Accessories spoke to JoJo Zhao and Vicky Shaw of the company’s global trade department and Lydia Cheung from the Daree’s sales department.
Formed in June 2010, Daree Rubber is a subsidiary operation of the Daree petrochemical group Daree Enterprise Group owned by Bajie Hua and is located in SanShan District, Wuhu City, Anhui Province. Like many newcomers before it, the business has ambitious plans to produce millions of truck and bus radial tyres within two years of formation, followed by the addition of passenger car radials to the range later in 2012 – all under the snappy motto of “pursuit to be perfect.”
Daree started its all-steel truck and bus radial (TBR) project first with a reported annual capacity of 3.6 million units. Total investment for the TBR project totals 2.3 billion yuan. Although production is already said to be underway, the first phase is set to reach 1.5 million units annually by March 2012. An estimated 30 – 40 per cent of production is destined for export, with customers from key markets in Europe and Asia currently top of the company’s hit list.
Initially the company’s factory is said to be exclusively producing truck and bus radial tyres. However, a second construction phase was already said to have been underway at the end of November with production of all-steel passenger car radials to follow in 2012. And what’s more Daree representatives report that the company is already prepared for the rafts of new legislation that were established in 2011 or are coming in 2012 in all the world’s major markets – such as tyre labelling in Europe.
This surprisingly advanced position for a newcomer is said to be down to the fact that the business is entering with Greenfield production at this point and because the research and development staff are drawn from high profile names such as Bridgestone and Goodyear’s Chinese operation. The philosophy here is said to be to “combine Chinese culture with modern technology.” Manufacturing equipment hails from the Chinese names you would expect (such as Beijing Hench and Mesnac), but also from European suppliers such as Italian firm Comerio Ercole which produced the calendaring system in use at Daree’s production plant.
New tyremaker would like to meet…
According to the company representatives T&A spoke to, Daree invested in a generously proportioned show stand in Shanghai in order to make contact with international buyers – “We are looking forward to making friends with manufacturers and traders from around the world,” they told us. This began at the 2011 SEMA show in Las Vegas, shortly before Reifen China where the company reports it was able to attract customers from the US and Africa.
According to company literature, Daree possesses an “experienced, professional, innovative team in management, research and technical together with group of young employees adept in learning and creation.” Everyone Tyres & Accessories met definitely fell into the latter category, but like many fast growing Chinese manufacturers before it, the company sees to have a strategy in place to bring more experienced personnel from other firms. And in this respect the company holds to this target: “We pursu[e] to improve and develop all kinds of talent…together with the company during the whole managing and developing process, to realize the prospects of the organization and individuals.”