A Tire Manufacturer
?Challenge
This tire manufacturer produces over 20 million passenger vehicle tires annually, supplying multiple major automakers for OE and the aftermarket replacement market. Product traceability requirements in the automotive parts industry are escalating from automaker supplier audit requirements (such as IATF 16949) to regulatory mandates — the Ministry of Transport is promoting the establishment of an automotive parts quality traceability system. The tire industry simultaneously faces counterfeit tires (retreaded tires sold as new) and cross-regional diversion. The most severe challenge is product recalls — when tire quality issues require a recall, traditional methods take days to identify affected batches and product distribution; inability to precisely lock recall scope leads to enormous excessive recall costs.
!Solution
Tire full-lifecycle traceability system: each tire is laser-engraved with a unique serial number QR code directly on the sidewall during vulcanization (meeting code durability requirements over tire service life). The serial number running through the entire process: building, vulcanization, quality inspection, warehousing, logistics, and vehicle mounting. EDI data integration with automakers' MES systems enables OE tire mounting traceability. Aftermarket distribution flow is precisely tracked through distributor outbound scan binding. Consumers can scan to check tire specifications, production date, DOT code, quality inspection reports, and warranty information. During a product recall, the system can pinpoint affected tire destinations and quantities within minutes.
Results
Revolutionary improvement in recall efficiency — recall lock time reduced from 5 days to minutes; precise recall scope reduced recall costs by 60%. Aftermarket claim fraud (old tires presented as within-warranty tires) dropped 82%, saving over ¥8 million annually in claim costs. OE supplier audit pass rate 100%; digital traceability capability became a scoring advantage for new automaker project nominations — the enterprise successfully won tire supply contracts from 3 new EV manufacturers. Consumer scan rate reached 35% (industry average below 5%); tire pressure guidance and safety tips on the scan page received widespread praise from vehicle owners.