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Strong Products Drive High-Speed Growth Chery 2016 "Quality Blooming"

2019-2-19

On January 12, 2017, Chery Business Conference of 2017 was held in Wuhu with the theme of "Quality Blooming is bound to win". More than 1000 representatives of Chery sales service providers from all over the country gathered to witness a new leap forward in Chery Strategy 2.0 era.


Yin Tongyue, chairman of Chery Automobile Co., Ltd., said: "2016 is a year when Chery Strategy 2.0 ushered in an explosive breakthrough. The quality improvement of 2.0 products has brought strong market competitiveness. The construction of marketing system and service capacity has enhanced brand image, sales growth and led to a significant increase in the profitability of dealers. In 2017, Chery will take advantage of the momentum of the past to break through, continue to compete with joint ventures, leading the independent.


奇瑞汽车股份有限公司董事长尹同跃


Chen Anning, Executive Deputy General Manager of Chery Automobile Co., Ltd.


Gao Xinhua, Vice General Manager and General Manager of Marketing Company of Chery Automobile Co., Ltd.

"Car + SUV" goes hand in hand with 2.0 products to drive high-speed sales growth
In 2016, the group's annual sales exceeded 700,000 vehicles, an increase of 28% year-on-year, a record high. Among them, 88 081 passenger cars were exported overseas, accounting for about 28% of China's passenger car exports in the same period, ranking first in China's passenger car exports for 14 consecutive years. Based on the 2.0 strategy of "technology 2.0, quality 2.0, internationalization 2.0", Chery drives high-speed sales growth with strong product force. 2.0 The contribution of new products reaches 69%, bringing about a leap in sales structure and quality. Price range of main products has risen to 8-150,000 yuan, and joint venture models of the same level have been successfully benchmarked.
Specifically in the car model, "car + SUV" two engines go hand in hand. Erezer 5 is the "strongest driving force" for sales growth, with sales of more than 100,000 vehicles in 253 days and more than 20,000 in December. It is the fastest growing car model in China's car market. Ruihu's sales exceeded 10,000 units in the 3rd month, becoming a new benchmark for SUVs at the same level.
According to the automobile home website, 10 new cars with the best sales in 2016 were listed by Erezer 5 and Ruihu 7. Chery is the only company with both cars and SUV.




Behind the good sales is a great improvement in technology and quality. The launch of a new T1X platform creates the core competitiveness of Chery Technology 2.0. Chery 3MIS IPTV (1000 vehicle failure rate in three months) is only 25, 50% ahead of its own brand and 30% ahead of the mainstream joint venture brand. Erezer 5 received five-star safety evaluation in the 2015 edition of C_NCAP, with the highest score of 56.2 since the implementation of the new regulations.



In view of the younger trend, Chery released a brand image during the Beijing Auto Show in 2016. With "Fun Wonderful and Infinite" as the core value of the brand, Chery integrated brand positioning "passionate driving control", "full-time interconnection", "smart charm" into the development of new products, and the products are becoming younger.
2016 is also the first year of Chery brand image-oriented younger, through the "marketing 2.0", established a younger way of communication. With "young" as the starting point, Erezer 5 "cheetah" Zheng Kai endorses, Ruihu 7 "China New Song 2016" and Chery China Mobile Migu strong-tone Cool Running Festival to convey Chery's younger and younger brand image to the outside world.



At the same time, we also focus on experiential marketing and word-of-mouth marketing, such as "Big Star About Bar, Arizer 5" National Tour Driving Experience Camp, Arizer Big Star Night, Ruihu 7 "Tiger Eye Looking at China", Ruihu 3x named NEST 2016, Ruihu 3x "Playing Cafe and Driving" and so on. In the past year, Switzerland has become the vane of the trend of brand younger in the industry.
Internet is also an important position for Chery's younger marketing. Chery Owners'Club has 3137,000 registered members since its establishment in July last year. Chery's total sales in the field of e-commerce reached 1.18 billion yuan, ranking first among its own automobile brands. Chery's official flagship store picked up Ali's best-selling automobile brand on the Internet in 2016.
Innovation of Third Generation Image Stores and Win-win Cooperation with Distributors
As the most important part of marketing 2.0, Chery 3rd Generation Standard Image 4S Store will be launched in 2016. The 3rd Generation Store will ensure the mainstream joint venture of hardware and services. By the end of 2016, the overall network coverage has increased by 15%, and three generations of Chery stores have been upgraded to 160, which has become a window to show users the image of Chery's new brand.



Chery's persistence and innovative attitude to change has won high recognition from dealer partners. In 2016, the profit level of distributors continued to rise, with the profit ratio reaching 81%. According to the "Survey of Chinese Automobile Dealers'Satisfaction with Suppliers (2016)" released by the National Federation of Industry and Commerce Automobile Dealers Chamber of Commerce and Industry, Chery dealers scored 81.3 points for Chery manufacturers, far higher than the industry's average of 70.8 points, ranking fourth. Many distributors said that they chose Chery. In addition to its outstanding second-generation products, the brand image of Chery has undergone a qualitative leap in the minds of consumers.


Gao Xinhua, deputy general manager and general manager of marketing company of Chery Automobile Co., Ltd., said: "In 2016, the product layout of Chery 2.0 phase has been gradually completed. In 2017, Chery will launch the second product under the T1X platform - T17, which will form a strong 2.0 product camp with Erezer 5, Ruihu 7, and Ruihu 3x, breaking through the overweight for 2017 sales. In the future, Chery will continue to upgrade its products, quality, marketing and services, further enhance its brand status and premium ability, and eventually reach the status comparable to that of joint venture brands.