Michelin tread grips O2O track

Chief says China unit eyeing fast growth through e-commerce, apps and online platforms

Surrounded by Bibendumimages and Michelin Guide, Bruno de Feraudy, president at Michelin China stands in his sunny office with warm smile on face. The towering office building at Changning district, one of the major traffic hubs in Shanghai, overlooks streams of automobiles.

"At Michelin, we do not regard our business as tire makers. Instead, what we do is to facilitate better, safer, and more enjoyable mobility," says De Feraudy.