Hangzhou Zhongce Invests in Premium Advertising Airtime

China’s growing automotive market presents rich pickings for tyre manufacturers looking to increase sales, and Hangzhou Zhongce Rubber is spending on advertising to ensure consumers know its products. During an advertising airtime auction held by the state broadcaster CCTV on November 18, the tyre manufacturer secured the top rated timeslot directly after the national news programme "Xinwen Lianbo". Hangzhou Zhongce is reported to have paid RMB 47.2 million (£4.13 million) for this premium airtime.

According to Hangzhou Zhongce chairman Shen Jinrong, the company went into the auction well prepared. “Next year, Zhongce plans to produce more than 30 million car tyres [and] 80 million bicycle tyres,” he commented “The advertising cost is about 1 yuan to each tyre on average.” This cost would not be passed onto the customer, the chairman added.