BCIT Seeking European Partners for Sunew, Yellow Sea Brands

Beijing based Best Choice International Trade Co. has a presence in more than a hundred countries, and in its 13 years of business has grown into a company with an annual turnover exceeding US$40 million. At the Reifen Essen show T&A met with BCIT’s European representative, Andro Yan.

“One of the major events for us at the Reifen show is promoting our new Sunew brand,” he commented. The Sunew line-up, manufactured by the Qingdao Rubber (Group) Co., Ltd and first released last year, has initially been made available as a UHP range; 29 sizes for rim diameters between 16 and 21-inch have to date been released. According to Mr. Yan, this line-up will soon be joined by 4×4 and winter tyre ranges, and BCIT is eager to increase the brand’s profile in this part of the world. At present the company is looking for European partners, in all regions, for the Sunew product. “An introduction date for the new brand is dependent on partners, but a 2008 launch is possible,” he says.

Only a small portion of the total BCIT product range was able to be displayed at the company’s Reifen Essen stand – in addition to its performance and passenger car ranges the China based tyre distributor handles numerous truck and OTR, industrial and agricultural tyre lines, with more than 40 brands supplied to the company’s various global markets. Of these, the Yellow Sea brand naturally remains a major part of this remarkable portfolio. The Yellow Sea brand accounted for most of the 50,000 pieces the company sold in the UK in this last year, and promotion of the Yellow Sea brand to potential new European clients was one of the key reasons given by Mr. Yan for BCIT’s presence at the Reifen Essen show. However while at the show, he added, the company was testing the water, so to speak, to determine the viability of developing its own brand of tyres. No detailed information regarding if or when this would occur, or what products would be included in any such range, is available at this time.