As the sole distributor of Rydanz tyres in Malaysia, Kai Shen carries the full range, from PCR tyres, SUV tyres, 4×4 tyres to RFT.
Kai Shen arketing Invests in Rydanz Brand
Kai Shen Marketing Sdn Bhd, a well-known specialist in tyres, batteries, alloy wheels and lubricants in Malaysia, brought the Rydanz tyre brand recently to the local market.
“Tyre is still our core product, which accounts for about 60 per cent of our business. The reason for us in bringing in Rydanz is to provide more options to the consumers. Produced by Duratti Rubber Corporation Co, Ltd in China, Rydanz is not a big brand but the Rydanz brand of tyres is selling quite well in its home market as well as being exported to the US,” said Managing Director Lee Kam Wah.
Why Rydanz? Lee pointed out that the company was impressed by Duratti Rubber Corporation as it only focused on a single brand, unlike the other Chinese companies that produced multiple brands and manufactured for others.
“Their tyre quality is good. The first container arrived in March last year and we received positive feedback from our dealers. 90 per cent of our existing dealers decided to sell our new Rydanz brand, which is a powerful testimony in that they have confidence in us and our Rydanz products. In addition, the market response is also quite encouraging,” added Marketing Director Um Chul Kyu.
As the sole distributor of Rydanz tyres in Malaysia, the company carries the full range, from Passenger Car Radial (PCR) tyres, Sport Utility Vehicle (SUV) tyres, 4×4 tyres to Run-flat tyres (RFT). However, Lee revealed that the company was targeting the mid-range segment. The Rydanz RFT and SUV tyres were the company’s key products. As nearly every BMW came standard with RFT today, he said Durratti Rubber Corporation would continue to develop Rydanz RFT for BMW and add these specifications to its existing wide RFT range.
“We see great potential in the Rydanz RFT. Besides the second owners of the luxury car who look for good quality tyres at competitive prices, there is also demand from other car owners. RFT enhance safety and reduce the risk of accident; it is a technology that was developed as a solution to overcome the danger of sudden blowouts and tyre deflation to ensure the vehicle remains controllable. RFT allows you to continue driving after a puncture for up to 80km, so that you could take time to find a workshop, reducing the risk of changing the tyre by the roadside. Your safety is always our utmost concern and we would like to make RFT more affordable for everyone. Rydanz RFT is competitively priced with its pricing being slightly higher than the normal tyres of the major brands,” added Lee.
Lee admitted that it required time and effort in selling the idea to end-users. “We have to convince the dealers first. With Rydanz RFT, safety is not as costly as they think and it is covered by a one-year road hazard warranty. Rydanz is a new brand in the market, but we are pleased to see that our sales are increasing gradually.”
Unlike the other distributors that sell their products through dealers and wholesalers, Kai Shen Marketing believes strongly that it needs to protect its dealers by not appointing any wholesalers.
Currently, there are more than 10 dealers carrying the Rydanz signage. “We have plans to expand our dealer network and would continue to invest in branding activities. The Rydanz brand was involved in the Touring Car Series in Asia (TCSA), which was established in 2012 with a calendar comprising races at a number of circuits in Asia, Thailand, China, Indonesia and Korea. TCSA successfully held Round 1 and 2 at the Sepang International Circuit, Malaysia in April 2019 recently. Rydanz is the official tyre brand for TCSA and the tyre used is Rydanz Revimax RF300RS, which is designed for track and ideal for hard driving,” Lee said.
He continued that Round 9 and 10 would be held from 27th to 29th September at the Sepang International Circuit. “We plan to bring our dealers to the race so that they could look at the performance of the Rydanz slick tyres when they are being push to the limit, as we feel that seeing is believing.”
Um stressed that Duratti Rubber Corporation invested significantly on research and development. “Rydanz RFT and competition tyres are the result of its commitment to technology and innovation.”
Established in 2011 with an investment of US$468 million and a total land area covering 1,000,000 square metres, the factory of Duratti Rubber Corporation is designed for an annual production capacity of 15 million PCR tyres.
凯胜贸易将雷登品牌引进大马
凯胜贸易有限公司，大马著名的轮胎、电池、铝轮圈及润滑油专家，近日将雷登（Rydanz）轮胎品牌引进本地市场。
“轮胎仍然是我们的核心产品，占了我们总业务份额的大约60%。我们将雷登引进国内的原因是为了为消费者提供更多选择。由中国山东多路驰股份有限公司（Duratti Rubber Corporation Co., Ltd ）制造的雷登轮胎， 虽不算大品牌，但它在中国国内拥有良好销售量， 而且还出口到美国。”董事经理李金华表示。
为什么选择雷登？李金华指出，公司对多路驰印象深刻，因为他们旗下只有雷登一个品牌，不像其他的中国公司生产多元品牌，甚至还为其他公司代工。
“他们的轮胎品质好。去年3月，我们的第一个集装箱抵达后，代理的反馈非常正面。我们90%的现有代理都对我们和雷登产品充满信心。此外，市场的反应也令人感到鼓舞。”行销董事严哲圭表示。
作为马来西亚雷登轮胎的独家经销商，该公司销售该品牌的全系列产品，从轿车子午胎、休旅车（SUV）轮胎、四驱车轮胎到漏气保用轮胎。然而，李金华透露说，该公司的目标是中端市场。雷登漏气保用轮胎和SUV轮胎是该公司的两大主要产品。如今，几乎每一辆宝马都标配漏气保用轮胎，他表示多路驰将继续开发适合宝马的漏气保用轮胎规格，并将它们加入现有的广泛规格里。
“我们在雷登漏气保用轮胎中看到巨大的商机。除了豪华车的第二个车主会寻求价格具竞争性的优质轮胎外，其他的车主也有这方面的需求。漏气保用轮胎能够加强安全性和降低发生车祸的危险，这一个科技被研发成为一种解决方案，避免轮胎突然爆胎和漏气，确保车子受到控制。漏气保用轮胎能够在穿孔后，继续行驶80公里，以便用户有时间寻找一家修车厂，降低在路旁更换轮胎的风险。你的安全正是我们最关心的事，因此我们希望我们的漏气保用轮胎的价格能更大众化，人人都能负担得来。事实上，雷登漏气保用轮胎的价格只是比一般主要品牌的新轮胎稍微高一点点而已，因此相当有竞争力。”李金华补充。
李金华承认要将这个概念销售给终端用户需要一些时间。“我们首先需要说服代理。有了雷登漏气保用轮胎，安全不再是消费者想象的那么昂贵，而且我们还提供一年的道路危险保用。雷登是市场上的新品牌，但我们很开心地看到我们的销售量正在逐渐地提升。”
不同于其他透过代理和批发商来销售的经销商，凯胜贸易坚信它需要保护其代理，所以不会委任任何批发商。
目前，共有超过10名代理挂上了雷登的招牌。“我们计划扩充我们的代理网络，并将继续投资在品牌活动上。雷登品牌参与亚洲房车系列（TCSA），这个在2012年开始举办的房车赛系列，会在不同的亚洲国家如泰国、中国、印尼及韩国等赛车场进行比赛。2019年4月间，TCSA在马来西亚雪邦国际赛车场成功举办了第1和第2圈的比赛。 雷登是该系列的官方轮胎品牌，他们采用的是专为赛道和强硬驾驶所设计的雷登Revimax RF300RS。”李金华表示。
他接着说，第9和第10圈比赛将于9月27至29日在雪邦国际赛车场盛大举行。“我们计划带代理去观赛，以便他们能够亲眼看一看雷登光头胎在被推至极限时的性能，因为眼见为实。”
严哲圭强调多路驰在研发方面做了巨大投资。“雷登漏气保用轮胎和竞技轮胎反映了该公司立志于技术和创新。”
多路驰股份有限公司成立于2011年，总投资高达4亿6800万美元，公司面积为1，000，000平方米，设计年产1，500万条轿车子午胎。
