On August 8, 2018, the 12th China Brand Festival was held in Chengdu, Sichuan. Together with 25 domestic excellent brands such as Maotai, Haier, Huawei, Alibaba, Gree and Geely, Double Star has won the “China Spectrum Award”, the highest honor for the annual construction of Chinese corporate brands. Double Star has also become the only company in the tire industry to receive this honor for two consecutive years. At the same time, it won the “Best International Development Award” for its successful acquisition of Korean Kumho Tire.

This year's Brand Festival is hosted by the China Business Federation and the Brand Alliance. It has been successfully held for 11 years since 2007 and is known as the Olympic Games in the Chinese brand world. At present, the China Brand Festival has become a comprehensive, large-scale, influential publicity platform for the promotion of China's own brand image in the field of Chinese brand activities. With the theme of “Quality and Endeavor”, this year's event focuses on the entrepreneurial spirit of the new era, and strives to create an era of fashion that encourages innovation, entrepreneurship, and creativity, encourages Chinese brands to establish a global vision, and explore new economic development and new kinetic energy.

Huapu Award Huapu Award

As the most important award of the brand festival, “Huapu Award” is based on the concept and standard of “Brand, let China be more respected” and represents the highest honor of China's independent brand building. The award is selected once a year, and the winners are the best brands in the year that represent the national brand image. At this event, Double Star has emerged from many companies with its outstanding achievements in the field of brand building, its contribution to the industry in accelerating the transformation and innovation of enterprises, and its leading role in national brands. It has become a model of China's independent enterprise brand. . At the awards ceremony, the jury gave high praise to Double Star: “Promoting the innovation and development of China's tire industry and setting a new benchmark for technology and performance for the industry”.

The 12th China Brand Festival The 12th China Brand Festival

Double Star is an old state-owned enterprise with a history of 97 years. It is the only state-owned main board listed company in the tire industry in Shandong Province. It is the chairman unit of the new China Rubber Industry Association Tire Branch. It has formed a set of tires, intelligent equipment and industry. Four major industrial systems, including intelligent logistics (including robots) and waste rubber green ecological recycling. In recent years, Double Star has launched a new journey of “Second Start-up, Creating a Double-Star World Famous Brand”, seized the opportunity of the fourth industrial revolution in the world, accelerated the transformation of enterprise wisdom, and took the lead in establishing the first full-process “Industry 4.0” of the global tire industry. Intelligent factory, and cultivated three new industries of intelligent equipment, industrial intelligent logistics and green recycling of waste tires.

Because of innovation and smart transformation, Double Star has become the only one of all enterprises in China in the past five years to be awarded “Brand Cultivation”, “Technology Innovation”, “Quality Benchmarking”, “Smart Manufacturing”, “Green Manufacturing” and “Service Transformation” by the Ministry of Industry and Information Technology. The enterprise pilot demonstration of the industrial chain, also known as the "leader of China's tire smart manufacturing", is also the only company in China's tire history that has been rated as "National Advanced Productivity Model Enterprise". For two consecutive years, Double Star has been ranked first in the “Asian Brand 500” China Tire and “China 500 Most Valuable Brand” tire industry.

Although China Tire has become a global tire country more than a decade ago, it still has no international brand. In order to further build a world-class enterprise with a larger scale and develop into a more competitive international enterprise group, Double Star launched the acquisition of the Korea Kumho Tire Project in 2016, and completed the delivery on July 6, 2018. Its 45% stake has become a controlling shareholder, making it the top ten tire company in the world and the largest tire company in China. This achievement is not only called the world's "most twisted, most magnificent, most bizarre" classic cross-border mergers and acquisitions, but also enhances the global competitiveness and voice of the Chinese tire industry.

Reading volume: Source: Chinese network of truck: Zebian

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