Continental Commercial Vehicle Project Settled in Jinan, Shandong Province

Cooper Tire China's general manager, Que Li, starts every Monday with a management breakfast meeting where he shares the latest industry updates and recommends a book. This routine is part of Cooper Tire’s “Morgan Management” model, which emphasizes leadership and innovation. In today’s business world, terms like “Confucian Business” are popular, but Jusi Li prefers to be called a “Mian Merchant,” someone guided by Mozi’s teachings. With a bachelor’s degree in business administration and journalism from Dullek University in the U.S., and a master’s in research from the University of Wisconsin-Madison, Miao Sili has always been open to Western management theories. Yet, he draws heavily from Mozi’s philosophy to develop unique marketing strategies such as “ink” marketing and team management, helping Cooper Tire thrive in the Chinese market. Mozi, known for his practical approach, resonates with Miao Sili. “I found that Mozi’s ideas align closely with modern enterprise management,” he said. “His focus on action and goal-oriented thinking makes him relevant even today.” He believes that Mozi’s principles—like leading by example and being close to the market—can inspire leaders to act rather than just talk. Miao Sili also emphasized that ancient Chinese scholars had early forms of marketing and consulting. “Pre-Qin philosophers were like today’s consultants, traveling to different states to present their ideas,” he explained. “Their methods are still applicable today.” While Western management often focuses on competition and individualism, Chinese philosophies like Confucianism, Legalism, Taoism, and Mohism emphasize harmony, teamwork, and moral values. Miao Sili sees the combination of these approaches as a global trend, exemplified by Japanese companies like Toyota and Panasonic, which blend humanistic values with efficiency. He described Mohist management as highly structured and goal-driven, with a strong emphasis on leadership and innovation. “Mohists were not only strategists but also skilled orators and tacticians,” he said. “Modern managers can learn a lot from their approach.” When asked if an American brand like Cooper Tire could embrace Mohist principles, Miao Sili affirmed that localization is key. “We believe in managing with Chinese people and understanding the local environment,” he said. “This helps us connect better with our customers.” Miao Sili introduced concepts like “Love Management” and “Non-Attack Marketing” into Cooper Tire’s strategy. “Universal love from Mozi’s philosophy promotes equality and unity,” he explained. “It builds stronger, more stable teams compared to fear-based management.” In practice, he implemented a system where everyone’s achievements are quantified and recognized. “We’re a team, and we celebrate each other’s success,” he said. For non-offensive marketing, he likened Cooper to an antelope in an elephant herd—agile, responsive, and focused on niche markets. To make tires more appealing, Miao Sili launched creative campaigns, such as partnering with environmental advocates and musicians. The “Fat Rabbit Porridge” bag and eco-friendly CD packaging aimed to spread Cooper’s green message through entertainment and art. Miao Sili envisions Cooper as the “Nike ID” of the tire industry—personalized, colorful, and youthful. As he wrapped up the interview, he was already heading to another city for a dealer meeting, embodying the spirit of action and dedication that defines his leadership.

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