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In the summer of 2014, Zhou Ruiren, deputy general manager of Chery Automobile, was the most enjoyable summer in recent years. The executive who oversaw Chery’s domestic and international sales business heard good news from inside and outside this summer. Constantly.
In China, with the sale of models built under the new system such as Arrizo 7 and Tiggo 5, Chery is getting better and better on the road after returning to "a Chery". In July this year, although the sales volume of the domestic passenger car market showed a large decline, the Chery domestic market sold 25,175 vehicles in July, an increase of 38.3% year-on-year and 11.2% quarter-on-quarter.
On the international front, Chery’s first factory, which is 100% overseas controlled, has just been put into operation in Brazil. It is said that Chery Automobile and the Venezuelan Ministry of Commerce have signed good news for the 13,000 Chery Automobile Wholesale Purchase Letter of Intent. Days, the Tiggo 5 and E3 built under the new system are also listed on the Russian market.
Interpretation of "Made in China"
According to the latest statistics, Chery Automobile's current cumulative sales in overseas markets has reached nearly 1 million units, ranking first in overseas sales for its own brands for 12 consecutive years. Chery Automobile can be seen in more than 80 countries and regions on five continents: Asia, Europe, Africa, South America and North America.
At present, Chery Automobile has established 1,100 dealers and more than 900 professional service stations overseas to ensure the smooth flow of sales channels and after-sales service standards. This may be the largest sales network established by independent brands outside China.
Looking back on 2001, Syrian dealer SAMIR came to Wuhu not far away, and eventually purchased 10 Chery cars, which opened Chery's overseas export strategy.
In the past ten years, Chery has created a number of records: China's first car company that exports complete vehicles, CKD parts, engines and vehicle manufacturing technology and equipment to foreign countries. China's first 100% wholly-owned vehicle factory in overseas markets. Automobile company...
Not only that, although Chery's domestic brand image still needs to be improved, but overseas, this situation is totally different from the domestic. A regional market manager in Chery South America told reporters that in South America, the gap between Chery's brand image and product prices and multinational giants is far less than in China. With the rise of "Made in China" in the world, Chery is trusted by the locals.
Pursuing local roots Chery currently sells in overseas markets in three forms: one is purely traded, that is, local trading companies sell vehicles locally from Chery; the other is a joint venture with local auto companies or auto dealers. Establish a production or assembly plant locally.
According to the two-step strategy of Chery's internationalization route, Chery must not only "go out" but also "go in", that is, to take root. Du Weiqiang, deputy general manager of Chery International, emphasized to the heads of every regional market that Chery should be deeply rooted in the local area and become a part of the local community to feed back the local society.
Chery then created a third model: this summer, Chery officially completed its 100%-owned factory in Brazil, the largest economy in South America. Chery wants to let the Brazilian people see that Chery is a company rooted in Brazil. The production of the Jacarei factory will not only bring taxes to the local area, but also bring employment.
At present, there are 16 factories built or under construction in Chery, which are located in Egypt, Malaysia, Venezuela, Uruguay and other countries and regions.
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