Project background

Prinx Chengshan (Shandong) Tyre Company Ltd. is a wholly owned foreign enterprise invested by Prinx Investment Company Ltd. (Hong Kong). The company has fully integrated the advanced management concepts and management systems of multinational companies in the industry and successfully completed the adjustment of capital structure, equity structure and talent structure through continuous cultural integration, management innovation and technological innovation with the help of advanced technology research and development, global market experience and multinational human resources reserves, and the company has been developed into one of the most influential tyre enterprises in China.

Prinx Chengshan (Shandong) Tyre Company Ltd. has four brands: Prinx, Chengshan, Austone and Fortune, three major product categories: TBR, PCR and BIAS and more than 60 product sub-categories. With the business covering passenger car tyres, commercial vehicle tyres, industrial tyres, agricultural tyres and some special vehicle tyres, the company can simultaneously meet the different needs of customers in more than 130 countries and regions around the world.

Challenge faced

As a domestic national brand, Prinx Chengshan has been restricted by the backward and outmoded brand perception in the brand development history of more than 40 years and it urgently needs to explore the modern, international and professional corporate

Brand management

Since Dotter cooperated with Prinx Chengshan in 2007, we have jointly explored the course of internationalization in nearly 10 years. Dotter has helped Prinx Chengshan to comprehensively comb and promote the company brands and product brands and integr