Goodyear partners with key Chinese e-commerce player JD.com

Goodyear Tire & Rubber’s presence in China’s replacement tyre market has gained a significant boost by the forging of a strategic partnership with e-commerce giant JD.com. Signed 1 December, the agreement with China’s largest e-commerce platform (by revenue) will place selected Goodyear products on a Goodyear-branded JD.com channel and also see the company’s tyre and automotive services centres, which currently operate in ten cities in China, collaborate with the JD.com automotive platform. Goodyear states that this partnership will result in “seamless omni-channel experiences.”

In a statement announcing the new partnership, Goodyear writes that the arrangement underscores its efforts to build up a new distribution model in order to take a lead in China’s booming automotive aftermarket. “The tyre industry in China has a significant need to leverage the ‘internet plus’ trend to stay ahead of the shift toward a high-level consumption experience,” elaborates Yang Jian, vice-president, Goodyear in Southern China. “At Goodyear, we have seen the growing importance of e-commerce in China’s auto aftermarket and we are embracing the trend by modernising our distribution network.

“I’m proud that this strategic partnership between Goodyear and JD.com will create a brand-new distribution network for Goodyear in China,” Yang continues. “By offering key products online and leveraging JD’s omni-channel capabilities, Goodyear will significantly expand its distribution network in China, ramp up consumers’ trust that they are receiving authentic products, and provide customers with premium, quality service.”

Yishen Tang, general manager of JD’s auto accessories department, adds: “We are very pleased to form the partnership with Goodyear, a renowned name in the auto sector. This partnership underscores how our reach can help simplify the e-commerce experience for products that have traditionally been more challenging to sell online, leveraging our massive network and big data capabilities.”

Under the partnership, Goodyear says it will disrupt its traditional multi-layer agents-based distribution network and, in doing so, effectively shorten its supply chain, and reach out to target consumers in a more efficient way. In addition, Goodyear will support JD during key campaigns, such as its June 18 Anniversary Sale, and the November 11 and December 12 shopping holidays, as well as sector specific sales. During such campaigns, JD will promote Goodyear products with a strategic partnership privilege.