Chery's product sequence will gradually be clear: to expand market coverage with mini-vehicle QQ; to take the Fengyun series as the market's main force, to improve the competitiveness in the mid-size car market; to enter the high-end market with Oriental Son to gain more benefits. At the same time, continue to increase the bargaining chip into the passenger car market, gradually entering the SUV and other markets, becoming a full range of car manufacturers. On August 28, the bus was driving on the road in Dalian, and Jin Pubo looked out the window. “We want to let the industry know that Chery has followed the forefront of the world’s automotive technology development and changed the status quo of Chinese auto manufacturers because of technology being controlled by their cooperating adversaries. In the afternoon of the same day, Chery was to launch a modified new car named "Cowin CVT." As the general manager of the Chery Automobile Sales Company, Kim Yongbo spends dozens of minutes recommending to reporters around the world that this power and transmission system is comparable to that of the Mini Cooper. Jin Yibo hopes to use this vehicle to prove Chery’s technical strength. At the listing ceremony that night, all the people on the scene heard such an explanation. Chery used this technology engine to cut into the mid-size car market. For the first time, the auto manufacturer in China was the first. "Actually, this is also the debut of Chery's marketing technology." Afterwards, a responsive reporter said. Price card upgrade technology card Since the first Chery car entered the market in March 2001, Chery’s products are listed on the market for almost every price tag. Every time Jin Baobo faces a reporter, the most important one is Chery’s performance price. ratio. From the outside world, "technology" has always been a strange word in Chery's marketing manual. "At that time, we played cost-effective and prominent prices, mainly due to the fact that such marketing practices are more direct and consumers are more receptive." Jin Yibo explained why Chery used price as a marketing breach. It was later proved that this move worked. In 2001, Chery went on sale for nearly 10 thousand units in 10 months. In 2002, it broke through 50,000 vehicles and entered the top eight of the domestic car industry. Still a good model, coupled with lower prices, in the automotive market in 2002, shortage of new models, and strong demand, the Chery's cost-effective strategy just hit the market's seven-inch. Price-based marketing strategy makes Chery time-tested. By August 2003, Chery had formed four series: Fengyun, QQ, Oriental Son and Qiyun. With a wider product line, Chery's price level has also increased to between 70,000 yuan and more than 170,000 yuan. However, after the product line was lengthened, especially after the introduction of the “Oriental Son†series in the main commercial vehicle market, the low-cost image previously reserved for the market had already begun to restrict the gold content of the Chery brand to some extent. A new topic --- how to increase the influence of corporate brand --- was placed in front of Jin Yibo. On the evening of August 28th, the Cowin CVT named "Onshore Shark" unveiled the theme of "Extraordinary Strength and Smoothness". After a simple speech, Jin Yibo focused on the introduction of the president of the Chery Technology Institute, Xu Min. Xu Min spent about 30 minutes to introduce the CVT technology in the form of illustrations. Such long-time technical speeches were rarely seen in previous news conferences, so that the individual eager reporters in the audience had become sleepy. CVT technology, started in 1886 in Germany's Mercedes-Benz company's products. In the 1970s and 1980s, some products of Nissan, Toyota, Audi, Ford, General Motors and other companies were applied. In the 1990s, this technology gradually matured, and was adopted by foreign automakers in a large scale, in terms of automotive power and fuel consumption. Other aspects have achieved certain results. Chery’s use of this technology has explained that as Chinese domestic auto companies generally fall behind in technology, they have affected the brand influence of local Chinese companies. After seven years of development, Chery has become China's domestic auto company that is most optimistic about its ability to develop independently. Adopting new technologies has become an important measure for Chery to shape internal forces. According to information provided by Chery, the CVT technology adopted by the company is from Germany's ZF VTIP stepless gearbox, relying on metal belt drive CVT equipment to reduce the loss of power in the transmission system and improve ride comfort. According to the development of the world's automobile industry, by 2005 the use of CVT technology in the global sales will reach 3 million. As a promising emerging market in China, China's potential is slowly being released, which is an opportunity for all manufacturers. Jin Yibo said that the application of this technology in Chery will gradually expand to other products. At the end of this year, Chery will launch a QQ upgrade product, which will use this technology, but he did not introduce the details of the application. Combining the world of punches, whether it is the original price line or the present technology deduction, Jin Yibo thinks it is the inevitable stage under the Chery national independent brand route. Considering that the overall sales of the market in the first half of this year were not good, Jin Yibo did not talk about the monthly output and year-end sales target of the "City Cloud CVT". "But my pressure is not small," said Kim. At present, Chery has 300 first-tier dealers and more than 200 second-level distribution outlets, but in order to avoid disorderly competition among dealers in the same city, this new car will select some powerful distributors for agency. The number is around 100. The reason why Kim was not open to all distributors, Kim explained that "in order to avoid vicious competition between dealers in the same city." Prior to the sale of "Oriental Son", Chery has actually implemented This strategy. Because the “Oriental Son†is facing the commercial vehicle market, the user group is relatively narrow, and it is supplied to all dealers, which may cause dealers to compete for prices. After the launch of "City Cloud CVT", Chery's product sequence will gradually be clear, with mini vehicle QQ expanding market coverage and increasing the market influence of Chery's brand; taking mainstream series as the market's main force to increase competitiveness in the mid-size car market; Take the East's son into the high-end market to gain more benefits. At the same time, continue to increase the bargaining chip into the passenger car market, gradually entering the SUV and other markets, becoming a full range of car manufacturers. From January to July this year, Chery sold more than 60,000 vehicles, of which the Fengyun series accounted for 30% of them, QQ accounted for 40% of them, and other brands accounted for the remaining share. Its annual sales are expected to be around 110,000. With the increase in production and sales, Chery's next goal is to promote corporate branding. In the development of European and American car companies, in order to avoid competition between products of the same level, the company successively assigned these products under different brands. Ford Motor Company once set up its luxury car to carry out special operations for PVG companies, which is a local operation in China. Manufacturers have a certain reference significance. Jin Yibo disclosed that "Chery's products are gradually increasing, and management in this way is not ruled out, but there are no concrete plans." At the beginning of the competition, car manufacturers repeatedly used DNA concepts to package their products. Now, Most of the domestic auto companies are also using the concept of branding to sell, and brand promotion is becoming more and more powerful. For Chery such a well-regarded Chinese independent brand, the adoption of such measures is particularly necessary. Now, many multinational companies have realized that due to the increasingly fierce competition in the Chinese market, the influence of Chinese domestic brands on foreign brands will gradually emerge. Chinese companies such as Chery, Geely and Great Wall will be the future of European, American and Japanese and Korean auto companies in China. The biggest threat. Reporter Fu Hui Xu Feng Dalian Report
Chery sales general manager Jin Yibo: price killer to change the technology card
Chery's product sequence will gradually be clear: to expand market coverage with mini-vehicle QQ; to take the Fengyun series as the market's main force, to improve the competitiveness in the mid-size car market; to enter the high-end market with Oriental Son to gain more benefits. At the same time, continue to increase the bargaining chip into the passenger car market, gradually entering the SUV and other markets, becoming a full range of car manufacturers. On August 28, the bus was driving on the road in Dalian, and Jin Pubo looked out the window. “We want to let the industry know that Chery has followed the forefront of the world’s automotive technology development and changed the status quo of Chinese auto manufacturers because of technology being controlled by their cooperating adversaries. In the afternoon of the same day, Chery was to launch a modified new car named "Cowin CVT." As the general manager of the Chery Automobile Sales Company, Kim Yongbo spends dozens of minutes recommending to reporters around the world that this power and transmission system is comparable to that of the Mini Cooper. Jin Yibo hopes to use this vehicle to prove Chery’s technical strength. At the listing ceremony that night, all the people on the scene heard such an explanation. Chery used this technology engine to cut into the mid-size car market. For the first time, the auto manufacturer in China was the first. "Actually, this is also the debut of Chery's marketing technology." Afterwards, a responsive reporter said. Price card upgrade technology card Since the first Chery car entered the market in March 2001, Chery’s products are listed on the market for almost every price tag. Every time Jin Baobo faces a reporter, the most important one is Chery’s performance price. ratio. From the outside world, "technology" has always been a strange word in Chery's marketing manual. "At that time, we played cost-effective and prominent prices, mainly due to the fact that such marketing practices are more direct and consumers are more receptive." Jin Yibo explained why Chery used price as a marketing breach. It was later proved that this move worked. In 2001, Chery went on sale for nearly 10 thousand units in 10 months. In 2002, it broke through 50,000 vehicles and entered the top eight of the domestic car industry. Still a good model, coupled with lower prices, in the automotive market in 2002, shortage of new models, and strong demand, the Chery's cost-effective strategy just hit the market's seven-inch. Price-based marketing strategy makes Chery time-tested. By August 2003, Chery had formed four series: Fengyun, QQ, Oriental Son and Qiyun. With a wider product line, Chery's price level has also increased to between 70,000 yuan and more than 170,000 yuan. However, after the product line was lengthened, especially after the introduction of the “Oriental Son†series in the main commercial vehicle market, the low-cost image previously reserved for the market had already begun to restrict the gold content of the Chery brand to some extent. A new topic --- how to increase the influence of corporate brand --- was placed in front of Jin Yibo. On the evening of August 28th, the Cowin CVT named "Onshore Shark" unveiled the theme of "Extraordinary Strength and Smoothness". After a simple speech, Jin Yibo focused on the introduction of the president of the Chery Technology Institute, Xu Min. Xu Min spent about 30 minutes to introduce the CVT technology in the form of illustrations. Such long-time technical speeches were rarely seen in previous news conferences, so that the individual eager reporters in the audience had become sleepy. CVT technology, started in 1886 in Germany's Mercedes-Benz company's products. In the 1970s and 1980s, some products of Nissan, Toyota, Audi, Ford, General Motors and other companies were applied. In the 1990s, this technology gradually matured, and was adopted by foreign automakers in a large scale, in terms of automotive power and fuel consumption. Other aspects have achieved certain results. Chery’s use of this technology has explained that as Chinese domestic auto companies generally fall behind in technology, they have affected the brand influence of local Chinese companies. After seven years of development, Chery has become China's domestic auto company that is most optimistic about its ability to develop independently. Adopting new technologies has become an important measure for Chery to shape internal forces. According to information provided by Chery, the CVT technology adopted by the company is from Germany's ZF VTIP stepless gearbox, relying on metal belt drive CVT equipment to reduce the loss of power in the transmission system and improve ride comfort. According to the development of the world's automobile industry, by 2005 the use of CVT technology in the global sales will reach 3 million. As a promising emerging market in China, China's potential is slowly being released, which is an opportunity for all manufacturers. Jin Yibo said that the application of this technology in Chery will gradually expand to other products. At the end of this year, Chery will launch a QQ upgrade product, which will use this technology, but he did not introduce the details of the application. Combining the world of punches, whether it is the original price line or the present technology deduction, Jin Yibo thinks it is the inevitable stage under the Chery national independent brand route. Considering that the overall sales of the market in the first half of this year were not good, Jin Yibo did not talk about the monthly output and year-end sales target of the "City Cloud CVT". "But my pressure is not small," said Kim. At present, Chery has 300 first-tier dealers and more than 200 second-level distribution outlets, but in order to avoid disorderly competition among dealers in the same city, this new car will select some powerful distributors for agency. The number is around 100. The reason why Kim was not open to all distributors, Kim explained that "in order to avoid vicious competition between dealers in the same city." Prior to the sale of "Oriental Son", Chery has actually implemented This strategy. Because the “Oriental Son†is facing the commercial vehicle market, the user group is relatively narrow, and it is supplied to all dealers, which may cause dealers to compete for prices. After the launch of "City Cloud CVT", Chery's product sequence will gradually be clear, with mini vehicle QQ expanding market coverage and increasing the market influence of Chery's brand; taking mainstream series as the market's main force to increase competitiveness in the mid-size car market; Take the East's son into the high-end market to gain more benefits. At the same time, continue to increase the bargaining chip into the passenger car market, gradually entering the SUV and other markets, becoming a full range of car manufacturers. From January to July this year, Chery sold more than 60,000 vehicles, of which the Fengyun series accounted for 30% of them, QQ accounted for 40% of them, and other brands accounted for the remaining share. Its annual sales are expected to be around 110,000. With the increase in production and sales, Chery's next goal is to promote corporate branding. In the development of European and American car companies, in order to avoid competition between products of the same level, the company successively assigned these products under different brands. Ford Motor Company once set up its luxury car to carry out special operations for PVG companies, which is a local operation in China. Manufacturers have a certain reference significance. Jin Yibo disclosed that "Chery's products are gradually increasing, and management in this way is not ruled out, but there are no concrete plans." At the beginning of the competition, car manufacturers repeatedly used DNA concepts to package their products. Now, Most of the domestic auto companies are also using the concept of branding to sell, and brand promotion is becoming more and more powerful. For Chery such a well-regarded Chinese independent brand, the adoption of such measures is particularly necessary. Now, many multinational companies have realized that due to the increasingly fierce competition in the Chinese market, the influence of Chinese domestic brands on foreign brands will gradually emerge. Chinese companies such as Chery, Geely and Great Wall will be the future of European, American and Japanese and Korean auto companies in China. The biggest threat. Reporter Fu Hui Xu Feng Dalian Report