European exhibitors increasing global visibility at Reifen China
At Reifen China Tyrepress.com spoke with three European wholesalers at the show, representing Belgium, the Netherlands and Poland. Deldo’s Rutger Veerman emphasised the importance of its connection with Asian markets, having sold Chinese brands for 15 years. Chinese products, including Minerva and Fortuna, made up half of the wholesaler’s eight million tyre sales in 2011, while Veerman says the increasing market for higher-end vehicles in Asia has in turn increased demand for premium brand tyres in the Asian replacement market. He said the company’s presence at the show was important in talking with suppliers and customers alike, emphasising Deldo’s “message to colleagues in China to consider strategy more”, since the control offered by private Deldo labels is attractive to “lots of customers”.
Veerman also said, somewhat reflexively, that labelling “has been a success” in that it has pushed companies to produce better labels; the lack of a marketing boom on the back of the legislation for European tyres has been testament to Chinese manufacturers’ readiness.
Interstate exhibited at Reifen China for the fifth consecutive time, describing it as “always very important”, allowing it to meet most its Asia, Oceania and Middle East distributors. Its business in this part of the world “is growing very rapidly”, the company said, and the company introduced its “first medium radial range” on its stand. Also on display was the new Interstate Tracer A/T, with a full line of all terrain tyres.
Meanwhile, retread car tyre producer and distributor Profil, exhibiting for the first time, said that being present at shows such as Reifen China around the world is “better than television” for introducing its brand into new markets.