倍耐力：未来在中国市场将继续专注于高端轮胎市场

    记者：倍耐力计划在未来两年对兖州工厂追加投资2亿美元，以进一步扩充产能，目前这一计划实施情况如何？除扩充产能外，针对中国市场，倍耐力还有哪些战略投资计划？
    Reporter: Pirelli plan to additionally invest $200 million to Yanzhou factory in the next two years, in order to further expand capacity, at present, how is the the plan going on? In addition to expand the capacity, according to the Chinese market, are there other strategic investment plans of pirelli?

    Gregorio Borgo：自2005年兖州工厂成立以来至今，倍耐力已累计投资高达4亿美元，在未来两年倍还将对该厂追加投资2亿美元，主要用于大幅提高轿车轮胎生产能力。预计到2014年底轿车轮胎的年产量将从2011年的410万条提高至2014年的1000万条。在工业用车轮胎领域，倍耐力也计划在今年将子午胎的年产量从70万条增加至85万条，输送到全球包括中国在内的主要卡车轮胎市场。
    Gregorio Borgo: Since Yanzhou factory established in 2005, pirelli already has invested accumulative total 400 million US dollars, in the next two years will also add investment of US $200 million, mainly for improving PCR tires' production ability. Expected by the end of 2014, the output of PCR tire will increase to 10 million from the 4.1 million in 2011. In the industrial tire field, Pirelli also plan to increase the radial tires' output to 850,000 from 700,000 this year,sent to the global, including China, the main truck tire market.   

    记者：除此以外，倍耐力还将继续投资于轮胎配套产品的生产工厂。如，在兖州已建立合资工厂，生产用于子午线轮胎的钢丝帘线，该厂年产量约为1.6万吨。除此之外，倍耐力还投资兴建了大型的密炼中心，兖州工厂生产所需的橡胶原料都会在这里进行密炼。新一轮投资后，山东兖州工厂将成为倍耐力全球最大的工厂。
    Reporter: In addition, Pirelli tires will continue to invest in manufacturing plant of tire supporting products.Such as, Pirelli has established a joint venture factory in yanzhou city, producing steel cord for the radial tires, the annual output is approximately 16000 tons.In addition, Pirell also invested to establish large-scale mixing center, the rubber raw materials which needed by Yanzhou factory all will be mixed here.After a new round of investment, Shandong Yanzhou plant will be the world's pirelli largest factory.

    Gregorio Borgo： 在未来倍耐力在中国市场将继续专注于高端市场，这主要表现在以下几方面：
    Gregorio Borgo: In future, Pirelli will continue to focus on high-end market in Chinese market, it is reflected in the following aspects:   

    1. 高端工厂。正如我之前所谈到未来将对工厂的继续投资，无疑是高端工厂策略的一部分.
    1. High-end factory.。As I referred we would continue to invest in the factory in the future, which is a part of the strategy to high-end factory.

    2. 高端产品。今年四月倍耐力在上海发布了Cinturato P1新产品，它将与Cinturato P7、 P Zero家族和Scorpion 系列产品一道，成为倍耐力在中国市场销售的高端产品。同时，倍耐力与F1的合作也正印证了我们专注在高端产品的研发。
    2. High-end products.In April this year,  Pirelli released new products Cinturato P1 in Shanghai , it will together with Cinturato P7, P Zero family and Scorpion series product to become the high-end products in the Chinese market.At the same time, the cooperation between Pirell and F1 also proved we focus on high-end product's research and development.

    3. 高端原配。倍耐力长久合作的的整车厂商基本都是高端轿车或超跑，如法拉利、玛莎拉蒂、奔驰、宝马。因此在中国市场，我们也成为了奥迪、宝马、奔驰和标志的原配轮胎厂商。
    3. High-end original.The vehicle manufacturers who own long term cooperattion with Pirelli basicly are high-end cars or super run, such as Ferrari ,Maserati,  Benz, BMW.      So in Chinese market, we have become the original tires manufacturer of Audi , BMW, Benz and Peugeo.

    4. 高端服务。2014年年底前，倍耐力将计划新增2000余家零售店，届时零售店的数量将由2011年的不足1000家扩增至超过3000余家。通过这些零售店，倍耐力将提供优质、高端的服务给我们的消费者。
    By the end of 2014, Pirelli plan to add more than 2000 new retail stores, when the number of retail stores will increase to more than 3000 from less than 1000.Through these retail, pirelli will provide high quality, the high end service to our consumers.

    5. 人员本土化。在未来将加大对公司员工培训的投入，以便我们更好地在中国市场实施高端市场策略。5. Researchers localization.In the future we will intensify the training to company staff, so as to enable us to be better implement  high-end market strategy in Chinese  market.

    记者：据悉，对兖州工厂的新一轮投资，将主要用于提高轿车轮胎生产能力，对于当前国内的轿车轮胎市场，您是如何看待？对于继续发力于这一市场的倍耐力而言，我们的竞争优势体现在哪些方面?
    Reporter: it is reported, the new round of investment for Yanzhou factory, will be primarily used for production ability of PCR tires , to the current domestic car tires market, how do you think about?To continue to send force in the market, for Pirelli,  what aspects do our competitive advantage reflected in?

    Gregorio Borgo：我本人非常看好国内轿车轮胎市场在未来的发展，特别是高端轮胎市场。从全球高端轮胎市场发展来看，亚太区尤其是中国市场是发展势头最强劲、增长速度最快的地区之一。据预测，2011年-2015年期间，亚太地区高端汽车市场平均年增长约为19.1%，全球年增长约为4.7%；而该地区高端汽车轮胎市场平均年增长约为16.9%，全球年增长则约为9.6%。 2011年，倍耐力在整个市场中的份额为1%，但在高端市场的份额为8.6%；2012年，倍耐力在整个市场中所占的份额预计为1.4%，在高端市场中的份额为12.1%。
    Gregorio Borgo: I am very positive on domestic PCR tires market in the future, especially is high-end tires market.Seen from the development of global high-end tires market, Asia Pacific especially is the most robust development momentum and one of the fastest growing regions in Chinese market.It is predicted that during 2011-2015 period, the average annual growth is about 19.1% in the Asia-pacific region high-end automobiles market , global growth is about 4.7%;And the average annual growth is about 16.9% of high-end tires market in this region, global growth is about 9.6%. In 2011, the share of Pirelli in the whole market is 1%, but in the high-end market is 8.6%; In 2012,the expected share of Pirelli in the whole market is 1.4%, in the high-end market is 12.1%.

    倍耐力的优势在于：相对而言，倍耐力的生产规模要比其他大的轮胎厂商小，因此能够更加灵活、更加快速地调整生产计划，以适应不断变化的市场需求。另外，倍耐力一直高度专注于高端产品的研发和销售，中国当下高速增长的高端汽车与高端轮胎市场正是契合了公司的发展策略，为倍耐力提供了快速稳定发展的极佳机会。同时，加大本土研发和生产能力。山东兖州工厂是倍耐力在亚太区唯一的一家生产工厂和研发中心，我们能够凭借强有力的研发力量研制出更多适合中国市场的高端轮胎产品。
    Pirelli's advantage is:relatively speaking, the production scale of pirelli is smaller than other big tire manufacturers , so can the more flexible and more quickly adjust production plan, in order to adapt to the changing market demand.In addition, Pirelli has been highly focused on research and development and sale of high-end product,  currently, In China, the high growth of high-end auto and high-end tires market are agreed with the development of the company's strategy, providing  the excellent chance for rapid and stable development  of Pirelli.   At the same time, increasing domestic R&D and production capacity. Shandong Yanzhou factory is the only production factory and R&D center of pirelli in the Asia Pacific region, we can depend on the powerful R&D ability to develope more high-end tires products for the Chinese market.

    记者：2011年，倍耐力亚太市场收入达3.53亿欧元，与2010年相比，同比增长23%，其中替换胎业务的表现情况如何？
    Reporter: In 2011, the income of pirelli asia-pacific market is 353 million Euro, compared with 2010, increase 23%, among which what's the performance of the replacement of tire business?

    Gregorio Borgo：与原厂配胎业务一样，倍耐力替换胎业务在过去的一年也是增长快速。原厂配套轮胎与替换胎的比率为70%比30%。
    Gregorio Borgo: the same with the original factory business, pirelli replaced tire business in the past year with rapid growth. The ratio of original supporting tire and the replacement tires is 70%:30%.

    业内预测伴随着2008年及2009年销售的大批量新车在今年进入轮胎集中替换期，今年中国的替换胎市场将有一个大幅提升。所以我们对这块业务的发展前景非常看好。
    The industry fore-casted, with the tire replacement period of large quantities of new cars seiled during 2008 and 2009 in this year, and this year Chinese replacement tires market will have a boost.So we look good at the development prospects of the business.

    记者：倍耐力计划到2014年，其在华零售店从2011年的不足1000家扩增至超过3000余家，为顺利实现这一目标，倍耐力将采取怎样的策略计划？超过3000余家的在华零售店对倍耐力来说，具有怎样的战略意义？
    Reporter: Pirelli plan to increase its retail stores in China from less than 1000 in 2011 to more than 3000 by the end of 2014, for smoothly realize this goal,  what strategy plan will pirelli take? More than 3000 retail stores in China, for Pirelli, what's the strategic sense?

    Gregorio Borgo：在筹建新增零售店时，我们要考虑几点：1.区域角度。未来大约40%的倍耐力门店会开在一线城市，30%在二线城市，另外的30%在三线城市。2.零售店的级别。我们会根据零售店的选址、供应商和经销商的资质等条件，将高端零售店分为Power Store、金牌和银牌，以便更好地管理和提供更好的服务给到我们的消费者。
    Gregorio Borgo: in the preparation of increase new retail stores, we should consider: 1. The Angle of the district.About 40% of Pirelli stores will open in the first-tier cities, 30% in the second city, another 30% in three line city. 2. The level of retail stores. We can according to the location of retail stores, suppliers and dealers' qualifications, etc, divided the high-end retail stores into Power gold and silver, so as to give better management and provide better service to the our consumers.

    对于倍耐力而言，新零售店的开设将帮助倍耐力销售渠道渗入到中国主要城市，形成全面的销售网络。另一方面，从品牌建设的角度来看，遍布全国各地的零售店将提升倍耐力在中国市场的品牌认知度，巩固高端轮胎品牌的形象；同时此举也可以进一步提升倍耐力在替换胎市场的业绩。
    For Pirelli, the new retail stores will help the sales channel of pirelli to seep into China's major cities, form the overall sales network.On the other hand, from the point of view of the brand construction,the retail stores across the country will ascend brand awareness in the Chinese market, consolidate the brand image of the high-end tires;At the same time it also can enhance the achievements of Pirelli in the replacement tire market.

    记者：2012年4月11日，倍耐力推出的适用于大中型轿车的Cinturato P1高端系列轮胎，正式向亚太市场发布该款轮胎，目前这一产品是否有引入中国，市场销量情况如何？针对中国市场，今年还有哪些新产品将在近期推出？
    Reporter: on April 11, 2012, pirelli launched Cinturato P1,which is applicable to the large and medium-sized PCR high-end series tires, officially release this tire to the asia-pacific market, at present,  whether the product have been introduced to China and how is the market sales situation?For Chinese market,what else new products will be launched in the near future this year?

    Gregorio Borgo：今年年初，倍耐力Cinturato P1就已在中国市场上市，这是一款为满足亚太地区中高端轿车市场消费者的需求而引进生产的轮胎。
    Gregorio Borgo: early in this year,  Pirelli Cinturato P1 has been saled in Chinese market, this is the one to meet  the demand of consumers in the asia-pacific region of the high-end car market to introduce and produce the tires.

    销售方面，从初步市场表现来看，Cinturato P1的市场需求十分强劲。截至2012年底，我们将生产39款规格的该款轮胎，尺寸范围为15寸到19寸。
    On sale, seen from initial market performance,  the market demand of Cinturato P1 is very strong. By the end of 2012, we will produce 39 specs of this tire, size range from 15 inch to 19 inches.    

    倍耐力着重将赛事用胎的研发理念逐步引入到民用市场。我们去年在米兰发布了第一款源自于F1比赛银色硬胎的民用胎；今年6月份，倍耐力将在西班牙瓦伦西亚发布Cinturato P7蓝胎。在未来我们会将更多高端轮胎逐步引进到中国市场来，不断扩展倍耐力的产品组合，强化我们高端产品的市场定位。
    Pirelli tire emphasizes on gradually introducing the research concept of  match tire to civil market.We released the first civil tire originated in F1 match silver hard tires  in Milan  last year; In June this year, Pirelli  released Cinturato P7 blue tire in valencia.In the future we will gradually introduced more high-end tires to China market, expanding the pirelli product combination, strengthen our high-end products market position.     

    记者：在卡车市场，倍耐力计划今年将其子午胎产能从年产量70万条增加至85万条，增加的产量将在哪些工厂实现生产？针对卡车业务，倍耐力在不同市场上的表现情况是怎样的？
    Reporter: in the truck market, this year, pirelli plans to increase the annual production capacity of radial tires from 700,000 to 850,000, what production factory will the increased production be produced?According to the truck business, how is the performance of pirelli in different market?

    Gregorio Borgo：倍耐力现在中国市场上出售的卡客车子午线轮胎产品包括有内胎产品和无内胎产品，其制造和生产均在山东兖州工厂。根据不同的市场情况，倍耐力会提供丰富的产品选择以满足日益扩大的市场需求，逐步加大在发展中国家这块市场的投入，并始终把眼光放在高性能轮胎上。
    Gregorio Borgo:Now, the truck bus radial tires which pirelli sold on Chinese market includes tube tire and tubeless products, its manufacturing and production all are in Shandong province Yanzhou factory.According to different market situation, pirelli will provide rich products to meet the demand of growing market, and gradually increase the investment in the market of the developing countries, and always eye on high performance tires.

    记者：倍耐力公司力求在2015年成为全球高端轮胎市场的领导者，而要实现这一目标在消费者群体中建立品牌忠实度是关键，目前公司实施的品牌营销策略有哪些，实施情况如何？
    Reporter: pirelli devote to become the global high-end tires market leader in 2015, and in order to realize the goal, building brand loyal degrees in consumer groups is the key, at present, what brand marketing strategy of our company implement, how is going on?

    Gregorio Borgo：倍耐力品牌传承悠久，又融合了精准而创新的传播策略，在国际范围内享有高度差异化的独特风格、知名度与美誉。在品牌高端定位的策略下，倍耐力围绕赛车、足球、时尚、年历等品牌核心元素，通过独树一帜的创新品牌传播活动，持续不断地将这个源自意大利、充满激情动感的轮胎品牌展现给消费者。
    Gregorio Borgo:  pirelli brand has a long tradition,also integrates precise and innovated communication strategy ,owning highly differentiated unique style, popularity and reputation at the international level.     Under the positioning of the high-end brand strategy,pirelli center on the core brand elements of racing car, football, fashion, calendar and so on , through the unique innovation brand communication activity, continuously show this tire brand came from Italy, full of passion to the consumer.

    赛车运动一直以来都是倍耐力进行创新工作的试验室和平台。时隔19年，倍耐力成为2011-2013年F1大奖赛官方轮胎供应商。借此机会，倍耐力展开了一系列与F1相关的推广活动，如去年的“Let"s Dance”新闻发布会和“购倍耐力轮胎 赢F1新加坡激情之旅”答谢终端用户的活动。今年在F1上海站期间，倍耐力面向亚太发布了与F1湿地胎名称相一致的Cinturato P1轮胎，受到媒体的广泛好评。借助F1赛事在亚太地区日渐增长的影响力和逐步扩大的覆盖区域，倍耐力品牌在过去的一年中在中国及亚太地区快速崛起。
    Motor sports always have been the laboratory work and platform of the innovation work for pirelli.After 19 years, pirelli become F1 grand prix official tire supplier during 2011-2013.Take this opportunity,  pirelli launched a series of promotion activities related to F1 , such as last year's "Let" s Dance "press conference and" purchase pirelli tire win F1 Singapore trip passion "reciprocate the end user activity. This year in F1 Shanghai, facing to Asia-Pacific, pirelli released Cinturato P1 tires consistent with the name of F1 wetland tire, widely be praise by the media . With the help of growing influence of F1 competition in the Asia-pacific region and the gradually expanded coverage area, pirelli brand rapidly risen in China and Asia Pacific area in the past year.

    对足球运动的高度关注，使得倍耐力成为国际米兰足球俱乐部的主赞助商，且该赞助关系已持续了十几年之久。2009年与2011年，倍耐力积极参与了在北京鸟巢举办的意大利超级杯比赛，携同国际米兰俱乐部为中国球迷奉献了一场足球的饕餮盛宴。
    With the high attention to football, makes pirelli become the main sponsors of inter Milan football club, and the sponsor relationship has continued for more than ten years.In 2009 and 2011,  pirelli actively involved in Italian super cup game which was held in Beijing bird's nest , along with club inter Milan dedicated a football's feeling feast for Chinese fans.

    来自时尚之都米兰的倍耐力，在品牌推广方面自然少不了时尚元素。2011年倍耐力时尚专卖店在米兰正式开业，与众多时尚大牌相毗邻。以P ZERO为名的时尚产品融合了倍耐力出众的工业设计与独特的橡胶材质，打造了其在时尚界独一无二的品牌形象。
    Pirelli who came from the fashion capital Milan , has little fashionable element on the aspect of brand promotion.In 2011, Pirell fashion store opened in Milan, adjoin with numerous big fashion brands.       The fashion products named by P ZERO merged the outstanding industrial design and unique rubber material of Pirelli, make its unique brand image in the fashion industry.

    此外，"挂历"也是倍耐力的时尚标志之一。四十年来，倍耐力的挂历一直是代表着女性魅力的崭新概念。历届倍耐力挂历的设计者和摄影师总能在作品中展现出另类的美感，时尚和魅力。当传统挂历挂在墙上时，倍耐力的挂历已经被收藏

                                 摘自《盖世汽车网》Excerpt from "Gasgoo"