This man who once "would like to be taller than the eagle", this man who had "taken the plane and looked at Mount Everest" was bringing the spirit of fearlessness to the mall. This Singaporean man, who seems to be playing too much and does not look sharp, is leading Cooper tires to China's hot line.

He regards studying, tourism, work, and philanthropy as "enjoying", and declares that "the whole life is to live for the rest of my life." It is only within the scope of my ability to play to the extreme. In different stages, we must create different highlights. "Before 30 years old, he was a crazy donkey, backpacking around the world at ultra-cheap prices; after the age of 30, he was a bold and sensible manager who calmly responded to the mall."

Entering the office of Kesi Lili, the first feeling is “easy”. If Ju Sili lifts his head from his desk, he will see two small wooden men from Bali and bikinis sitting high on a bookcase and laughing at him. The second feeling is "stress." The word “boss” is attached to the wall on the right behind the Sikh calendar. Despite being hidden behind various ornaments, it is still so eye-catching.

Miao Sili does not speak out ambitions, but it is difficult to see his cutting edge. Communication and communication may have virtually eliminated his edge, and he is quietly getting closer to the goal.

The different worlds of Koi

There is a saying in English: "In the pond, the koi can grow up to 18 inches in length. Surprisingly, if it is stored in a lake, the koi can grow up to three feet long." This metaphor "How far can you go?" How well you go depends on how you see the world."

Yu Sili's English name is KOI. His world is becoming more and more open because of his sight. The Kesi Li is a koi who likes to prepare beforehand. If you don't use force, you will not be able to handle it.

When he was 30 years old, he was in the age of music and music, served in military service, was a supervisor to earn tuition, and was a backpacking donkey. He said, "It looks like I didn't do anything before I was 30 but I learned a lot."

“Singapore has a mandatory military service system. Many people think that two and a half years is a waste of time. I am optimistic. I am open-minded to accept the two and a half years. I was sent to Army School training for the first three months; I subsequently assigned to the Singapore Army. The school served as a sergeant instructor,” recalled Si Sili. “Afterwards, the enlistment was equivalent to a rite of passage. Two and a half years of military life changed me from a little boy to a man. I learned the management skills that have benefited me throughout my life.”

In Kesi's dictionary, there is nothing impossible to fight for. "After completing my military service, I went to the United States to study business management and journalism and mass communication at Dulux University. At that time, if I applied for a school supervisor, I could not pay my tuition. But I usually need to live for 2 years before I can apply. I live." After 1 year, he applied for it and passed the interview successfully.” Yan Sili was quite successful: “First, I was 22 years old and 6 years older than my classmate. Second, the barracks life also added a lot of points for me. ."

On the first day of the school supervisor, Si Sili challenged the spearhead. "The church school has a strict system and can't drink alcohol. The school supervisor catches the violators and will fine him 50 yuan. The first day I went to work, it didn't actually matter to me. But one of the supervisors was terrible and knocked on me." He wanted me to replace him. At that time, there were 16 boisterous men weighing 1m 8, 9 and weighing 200 to 300 pounds, who were drinking alcohol.” Sisi Li said, “I just copied them directly and charged everyone. A fine of 50 U.S. dollars, when the 16 Hans honestly acted according to my instructions, and let me take the beer.I returned to the house for a while, someone knocked on the door, opened the door and a big man said, 'You are dead.' The next day, the four Han knocked on my door again and honestly told me I was sorry. Afterwards, I learned that their American football coach knew this and severely criticized them.” Afterwards, no one dared to drink illegally.

Yu Sili’s experience in another stage of his study has once again demonstrated his ability to plan and seek opportunities beforehand. “A lot of Chinese students told me not to expect to receive scholarships in the United States. But I don’t believe it. Unlike them, I was integrated into American life and mixed with American students. As a result, I received scholarships for undergraduate and graduate students. “Cang Sili said:” A professor helped me to write a recommendation letter and let me get a $5,000 scholarship, which is equivalent to a portion of tuition and living expenses (the sum of the two is 18,000 US dollars). Also because of the preferential treatment of the supervisor, I The economic pressure is very small, and I really want to give back to the professor, but the professor said: 'With no return, use half of your rewards to help others when you are capable.'

Ten years of China

Singapore-born Si Sili did not expect himself to be so tied up with China. "My wife is a Chinese. She is a classmate of my university." It is more a matter of ten years of working life in China. His first job after graduating from the graduate school of Li Sili brought him to China; he has been working in China for the next ten years.

"In 1998, I was studying for a master's degree in market research at the Nelson College of Madison in the University of Wisconsin. The United States Kodak and China signed the '1998 agreement', which caused a stir in the international community and attracted my attention. According to the agreement, the film industry in China Seven companies will all establish joint ventures with Kodak; Kodak promises to invest one billion US dollars and bring world-class photographic technology to China." Si Sili said: "I want to participate in this project. It was exactly when I took AC Nielsen's Scholarship: A director of an advisory group of ACNielsen was Kodak’s top management, so he called me and the result was that Kodak’s foreign head in Shanghai decided to interview me and finally hired me to conduct a comprehensive qualitative and quantitative survey of the Chinese market. In the entire three months from September to September, I ran China all over again and completed the research mission. Later, I got a letter of appointment from Kodak (China) Co., Ltd. “After half a year later, Si Sili switched from market research to product sales. "At that time, I didn't buy investigation accounts at all in China. I began to experiment on some tough bones." The most proud achievements. "During his tenure as senior manager of digital products, save the brink of a failure of Kodak digital products; year opened 30 KODAK 1500 Digital Photo Studio and digital studio."

In the 3 years and a half, Miao Sili met with the growth ceiling. In 2003, Miao Sili moved to Haitian.com as a public company. After seeing the factory taking off, Haitian Wanglian began to vigorously explore trial marketing. Miao Sili said, “In fact, I spent a year and a half at Haitian Network Alliance. I went to Boya Public Relations in 2005 and later planned to start my own company. But I was pulled back by Zhou Yuanhui, the president of Haitian Network. I changed a system and the result The annual turnover exceeded 160 million yuan."

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Alternative Coopers under Entertainment Marketing

The Koi’s Koi now swims in the Cooper Tire China lake. Known as "low-key man," he has made Cooper Tire China a high profile. Under the planning of Si Si Li, Cooper Tire has played an alternative marketing campaign in China. Black tires quickly changed their dull, old-fashioned image and turned into livelihood and exciting entertainment. Caricatures, music, travel, and other young generations who are keen on entertainment have all become the carriers of Cooper's tires to quietly promote the brand.

In the cleverness of the popular network illustrator porridge porridge, a rabbit with a smirk on his face carrying a small red bag carries the reader into the tire's environmental world. The fat rabbit anime and the fat rabbit eco-bag made the 80th generation remember the Cooper tires. The MV, which was launched in cooperation with the independent record company in the past 13 months, including the rock show including Xie Tianxiao, let the off-road vehicle owners who love the rock and roll stage play remember different Cooper tires; and “50 places where people are going for a lifetime”. "Cooper's Downwards" is a reminder of Cooper's tyres through the great rivers and mountains.

The industry’s actions are considered to be a different approach to the Si Sili calendar. Because Cooper tires are the second largest tire company in the United States, they are latecomers in China. In April 2006, Cooper Tire announced its official presence in China and set up its Asian headquarters in Shanghai. Prior to this, overseas tire giants such as Michelin, Goodyear, Bridgestone, and Hankook had already occupied a favorable competitive position in China.

辜 Si Li Entertainment Marketing Innovation changed the image of Cooper Tire China and boosted Cooper Tire's sales in China: In the first half of 2009, sales of Cooper Tire's tires for domestic use increased by 40% year-on-year, exceeding company expectations. The 35% growth target; In addition, sales of Cooper Tire China card passenger car tires increased by more than double digits year-on-year. The Kesi calendar is expected to increase by 45% to 50% year-on-year. In response, Yan Wenshan, CEO of Cooper Tire Global, seems to be quite satisfied with this and plans to “in the next three to five years, sales of Cooper Tire's tires in the Chinese market (including internal sales and exports) will increase to US$1 billion.”

In fact, 辜 辜 is not a simple utilitarian: "Although we sponsor rock music, we do not want to turn it into a big advertisement on the stage. Cooper tires give the creators of stage plays a great deal of freedom. There is no trial script, no advertising. "Xi Si Li more fancy is to meet and satisfy the needs of consumers. Because 20% to 30% of the viewers are the owners of SUVs, this happens to be the audience of Cooper Tire. Similarly, cartoons, travel and other entertainment propaganda attract young, passionate and enjoyable consumers.

The original intentions of Si Sili are very simple. “Rigid ads are objectionable and entertainment is different. For example, Cooper Tire's products are embedded in racing online games. If gamers want to win, they need to buy Cooper tire online games. When they In real life, in the tire shop, there will be a sense of intimacy when Cooper tires are seen."

But the intimacy is by no means the only secret to the success of Cooper Tire in China. Cooper wants to rob the cake and must learn to be careful. As the most industrious general manager of multinational tires in China, Miao Sili often dragged his luggage and appeared at the opening ceremony of the small distributors. He said, “Compared to others, our resources are at least half as low as the number of people. Therefore, we can only focus on one dollar for two dollars. When the dealership opens, I can go and go; dealer conference, I can go If you go further, you will be able to communicate more, train more, and ultimately help dealers make money."

Yan's "ink attack" experience

Yu Sili knows how to manage. Based on the Mohist doctrine, Miao Sili put forward the well-known “Ink attack” method: Modern managers should have extraordinary leadership, management innovation, in order to deal with internal and external pressures. Internally, up to the boss to believe in your ability, down to the ability of employees to convince you; outside, you need to know yourself, even if the time is tight, you can win.

Zang Sili said: "Many entrepreneurs always complain that there are too few talented people. In fact, they have talent everywhere, but they need to give full play to each person's 'comparative advantage' and build an unbeatable team. Liu Bei's team in the Romance of the Three Kingdoms is the ideal dream team. Zhang Fei's arrogance, Liu Bei's charm, Guan Yu's charm, and Zhuge Liang's fineness and wisdom. "So, in the book "Building an Invincible Team," Si Sili divided his talent into "Ba, Charm, Steady, Fine, and Intelligent" according to his character. The five categories represent strong, courageous, eloquent, eloquent, and meticulous. In practice, talents are selected according to different jobs to form an invincible team. This policy further achieved focus. After the reorganization of Cooper Tire's China Marketing Department in December 2007, despite the fact that only a quarter of the funds have been invested, the effect of brand communication has increased by nearly 50 times.

There is a glamorous story about Cooper Tire in China. A female employee who is responsible for financial work in its marketing department often has a zero or one zero when paying more than 100,000 yuan. After a personality test, the employee was found to be highly charismatic, that is, good at interpersonal communication but lacking in meticulousness. Therefore, she was transferred to the customer's reception with the help of a calendar. As a result, she quickly qualified for a new position.

“Management is divided into dealer management and employee management. Now I have a lot of training courses. I did 400 hours of training last year. I have done 700 to 800 hours of training this year.” Si Sili said: “I hope I will stay with Cooper Tire. There are two things in China, one is talent pool, and the other is a sound brand."

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