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Zhang’s strategy is to maintain a balance between the com- pany’s domestic and export business. “For most Chinese tyre manufacturers, their total PCR sales in the domestic market account for 25 to 35 per cent, but Huasheng could maintain 45 per cent. As for TBR tyres, the company’s domestic and export business is 50:50. It is important not to put all your eggs in one basket.”
People management challenge
When asked about challenges, she said it was people management. company, especially as some are more senior than me.”
Zhang went through some tough times when she had to make instance, they did not understand why I limited the number of dealers in a particular area when the dealers were performing well. They questioned me on why I turned away the opportunity to sell tyres. Business trust is critical as it allows us to drive loy- alty and business success.”
that people had reservation towards her leadership strength, knowl- edge and experience in the tyre industry. However, she stressed that she was not alone but had a talented team under her.
“Once the clients talk to me, they would know whether I know Therefore, you need to know how to hire the right person. When
full hot-melt race tyre. A special tread compound enables the tyre to heat up quickly when it is in operation until it reaches a molten state, providing strong grip and ensuring excellent durability.”
RMB200 million on R&D per year
technological advancement. “Huasheng has more than 200 en- - pletely spent.”
Established in 1983, Huasheng started by producing agricultural machinery springs, sealing rings and motorcycle rubber pedals. In 2014, Huasheng set up its passenger car radial tyre (PCR) factory and today, the Group has become a large tyre company with six factories and more than 7,000 employees. It is ranked as a top 50 international tyre company in the world and was awarded the National Quality Integrity Benchmarking Enterprise and Shandong Top Ten Industrial Cluster Leading Enterprise, just to name a few.
“The Group could not export its PCR tyres to the USA due to the implementation of anti-dumping duties on Chinese tyres in 2014. and Southeast Asia were not that big in volume. This forced the company to focus on the domestic market, which was not easy as it had to provide training to the dealers and distributors to help them be innovative in tyre retail and upgrade their outlet servic- es. Today, the Group is among the top three PCR tyre manufac- turers in China.”
22 the tyreman 2023/4
