Despite only entering the tyre business during the first decade of the new millennium (2008 to be precise), Yanchang Rubber is continuing to increase in prominence. Already known as a leading manufacturer with strong petrochemical group backing in the domestic Chinese tyre business, recent years have seen the company redouble its internationalisation efforts. One visible example was this was the company’s Tire Cologne exhibition stand, which was bigger and more professional-looking than ever and was placed in a premium position in Hall 6.