The future of Chery four brand

Recently, Chery held a "technology Chery • China Dream" as the theme of the new enterprise strategy and new brand image launch ceremony. At the launch ceremony, Chery announced the opening of a new logo representing the new Chery brand image. The four brands have returned to one, stop using Rui-Yee, Granville and Flag cloud three brands, only to retain the Chery brand, and the above three brand models under Chery, while Chery will be the micro-car brand Kai Rui from Chery Company Limited to Chery Holdings Limited, continue to develop micro-and pickup and other commercial vehicles. Can Chery's four brands bring a better future for Chery?

Focus technology through high-end products successfully upgraded to internationally competitive enterprises

Previously, Chery has never put its own technical advantages to play out, the development of a lot of models, but the real scale effect of the car is not many, and carry a "cottage" image. Although, "cottage" products can save research and development costs, and in the short term so that enterprises quickly expand visibility, and even achieve short-term brilliant performance, but in the long run, this "short, flat, fast" to the corporate brand, product reputation is a great harm.

In fact, Chery development so far, has accumulated strong technical resources, Chery cumulative access to nearly 6000 technical patents. Chery's Automotive Engineering Center, with 23 professional modules, more than 2,600 types of pilot project capacity to meet the annual development of 30 new models and production of 2 million vehicles of the test verification requirements, including collision Safety Laboratory is the largest collision laboratory in Asia so far.

Therefore, Chery in the future to focus on its own technical advantages above, to create high-end products required by the system capacity, become a truly internationally competitive automobile enterprises.

Focus on Brand, realize the overall promotion of Chery brand value

2009, in order to change the low quality, Low-cost brand image, Chery Automobile has built Chery, Rui-Yee, Granville and Kai Rui, such as four sub brands, which Rui-Yee brand bearing the role of shaping high-end brand. However, such multi-brand strategy has not let Chery car into a well-off life, but the spread of huge brand fees and drag the development of Chery.

The most effective way to build a brand and enhance its competitiveness is to focus on the brand. Chery should use its own technical advantages and the past Channel Foundation, will be a brand to do, do fine, dump the "cottage" hat, the real formation of independent brands and competitors of the difference, establish a good reputation. Through the integration of Chery brand, to achieve a comprehensive brand value promotion.

Focus on market resources and improve development efficiency

In the past, Chery's brand, resources in a diversified brand of the situation under the natural dispersion, making the main brand growth momentum is insufficient, product line development strategy is not clear, resulting in sales also gradually decline.

As the saying goes: "The good and the people seek the potential, not the Yi son, to seek the son rather than the potential." Enterprise's manpower, material resources, financial resources are limited, targeted market construction, not only can save resources, but also to achieve the effect of less effort, can enhance the local competitive advantage, accumulate experience and confidence to establish a comprehensive base area market.

Therefore, Chery should first small pond large fish, focus on the advantages of each brand strength and resources, "to change the market for resources" to form a market power, to achieve partial market victories, infiltration and the entire market.

Although Chery Automobile experienced a variety of rugged and bumpy, the future development path will not be smooth, but the firm to do international brand belief and Yong forward, there will be harvest. It is hoped that Chery will carry forward the National automobile brand through four brands, promote the technological superiority, enhance the product quality, focus on the brand and resources.

Mu Chaoxi

China marketing decision expert

Dean of the school of excellent marketing

Visiting Professor of Tsinghua University