Michelin
Sales enablement with multimedia storytelling and design system for mobility technology.
How might we modify a traditional sales process to improve salespeople's confidence in promoting products?
Value Tool Box brings me confidence to show the convincing selling points of the product, thanks to its visualized product advantages. — Chun Wu, Key Account Manager
Led design direction for Michelin China's digital sales and brand experience program, transforming complex tire technology, product value, and dealer-facing communication into a user-centered sales enablement, multimedia storytelling, and design system. The core output, Value Tool Box, helped sales teams demonstrate product advantages through WeChat-based digital tools, 3D product visualization, and localized China market sales journeys.
Challenge
Michelin needed to help sales teams communicate premium product value in a market where customers often focused on price rather than technical performance. The challenge was to translate complex tire technology, product differentiation, and global sales logic into a China-specific communication experience that could improve sales confidence, dealer engagement, and customer understanding across real sales situations.
Solution
The team shifted the flow from product-first selling to customer pain points, business segments, vehicle type, and usage scenarios, then built a WeChat-based digital tool with intelligent product recommendation, videos, 3D product visuals, technical parameters, testimonials, dealer communication assets, and sales training content.
Impact
The system was launched across eight Michelin China branch offices and reached up to 90% usage, replacing fragmented printed sales materials with a scalable digital brand and sales platform. It improved sales confidence, made product value easier to explain, and helped Michelin localize global product communication into a more persuasive China-market sales experience.
About
Michelin China
Michelin employs nearly 7,000 people and operates five factories with a nationwide sales network in China. The market is central to its acceleration of digital transformation, localized products, dealer services, and mobility solutions, connecting advanced manufacturing with more consistent customer and commercial experiences.