Chery's pioneering revolution: diversifying the overseas market and entering into the strategy of taking root

Diversified layout of overseas markets

While the media is focused on domestic joint ventures such as Chery and Subaru and Chery Land Rover, Chery has achieved a leap in overseas markets.

Days ago, Chery Auto General Manager Assistant Jin revealed that in 2012, Chery will continue its efforts to open up the international market, there will be more new products to achieve in the overseas key countries and regions listed or direct production, at the same time, on the basis of 15 overseas factories, Chery will also speed up the construction of Brazilian factories, and strive to

"At present, we are actively working with the Japanese and European first-class brand cooperation projects, not only to help Chery open the European and American markets, but also to learn their on-site management, brand operation and other aspects of experience." "Jin said.

Go into the root strategy

Chery's performance in overseas markets has been very eye-catching, 2011 total exports amounted to 160,200 vehicles, an increase of 74%, accounting for more than 35% of the country's passenger car exports.

"The growing proportion of Chery's overseas production in recent years has reached 55.5% per cent of total exports, suggesting that our overseas strategy of" going in and taking root "is making a difference. Jin told reporters that with the gradual release of production capacity in the Venezuelan plant, Chery sold 5,050 units in the Venezuelan market in 1 this year, after Ford and GM in February.

Not only that, Chery automobile export product structure further optimization, the Swiss Tigers, A3 and 2 and other boutique models in the total exports accounted for up to 73.7%.

It is reported that Chery has been in Russia, Ukraine, Iran, Egypt, Malaysia, Indonesia, Uruguay and other 15 countries and regions have completed 15 factories, and with local large distributors group "knot pair" to open up the market. According to the plan, Chery will build 500 overseas sales network this year, will increase the total sales network to more than 1500, covering Asia, Europe, Africa, South America and North America's five major car markets.

Multiple access to developed markets

In fact, entering the developed market is the symbol of the final maturity of China's auto industry. After the development of the past more than 10 years, Chery has always dreamed of entering the market of developed countries and realizing the strategic goal of "building the first independent brand". However, in the face of the high threshold of advanced markets such as Europe and the United States, Chery began to really market demand to do a deep thinking, to determine the need to rely on "boutique mode" to open up the market to "independent joint venture" way of alternative.

Jin said that with the Israeli group in accordance with the 50 50 shares than the establishment of the car company, is completely in accordance with European and American market standards for the production of high-grade cars, the first intermediate sedan products will be in 2013 in China, Japan and the European market synchronized listing.

With international capital, multinational groups in depth cooperation, the introduction of the concept of brand is only Chery "multi-internationalization" strategy of a "yuan". In the 2011 Chery Joint Venture list, the world's top 5 Global 500 companies are among them, with Bayer Materials technology, the French Franco-Austrian group, South Korea SK Telecom and other enterprises in cooperation involving materials technology, automotive software technology, interior and exterior decoration, automotive lighting and network applications, such as automotive industry chain upstream and downstream of many areas.

Just before the press, Jaguar Land Rover and Chery's joint venture was reported. It is reported that the joint venture plan has been reported to the relevant State departments, is expected to be approved by May next year.

Jin is reluctant to respond to a number of joint ventures without final results. "Today's internationalization must be on the basis of adhering to independent development, promote international joint ventures, and strive to improve the core competitiveness of products and brands." Jin that, until this goal is achieved, Chery will continue to firmly promote the strategic transformation, continuing to comprehensively promote the diversification of the internationalization of the brand strategy, and continuously upgrade the product technology, quality and service levels, and increasingly to meet the global consumer demand capacity.