From "one to many" brand expansion
In 2009, it was a crucial period for Chery to enter the second stage of development. In accordance with the "layout 2009" strategic plan, Chery has launched three new brands, namely Ruiqi, Weilin, and Kairui, and has continued to expand its boundaries in face of market segments. This is a global deployment of the Chery brand strategy to Mark International, which means that Chery will usher in the biggest brand change in 11 years in 2009. "Chery will change the 'Chery' single-brand strategy that has been in operation for ten years, and turn to a multi-brand, multi-channel development path." Jin Yibo, Assistant to General Manager of Chery, said that one from Kai Rui, Rui Wei, Wei Lin , Chery and other four brand lines at the same time, with a variety of complementary boutique models, multiple marketing channels to support the "Big Chery" framework surfaced.
For the old Chery users, "Chery" is not just a company. It is a type of car. It is also a brand name. But now, Chery is a broad name "chery shares", it added three brands, namely Rui Wei, Wei Lin, Kai Rui. At the same time, Chery is also a narrowly defined brand, which includes all popular passenger cars owned by Chery Automobile Co., Ltd., A1, A3, A5 series and QQ series, Cowin, Fengyun series, and Tiggo. The "Chery" in the broad sense is the parent brand. It contains four parallel brands: Ruiqi, Weilin, Chery and Kairui.
After the brand expansion, "Wei Lin" brand is responsible for multi-functional commercial vehicles with high-end commercial characteristics; "Rui Wei" is responsible for the development of Chery's high-end car market, such as Ruiqi G6 mid-level sedan; "Chery" brand is responsible for the large stock of Chery shares. Sales of some existing products; "Kairui" brand will be responsible for all "mini car" models. In addition, the new 3 brands will also use their own brand new logo.
Market segments improve competitiveness
What is the significance of the "Great Chery" layout? Chery Automobile's assistant general manager Jin Yibo told the reporter that the four major brands under Chery's shares are not simply summed up, but are deployed at full speed after the conditions are ripe. At the same time, Chery responded to the internationalization trend of small cars, passenger cars, commercial vehicles and mid- to high-end passenger cars. Chery’s four major brands meet different market segments and have unique advantages compared to traditional markets. .
For example, as a brand representative of China's own brands, high-end vehicles, Ruiqi is a good entry into the “energy saving, environmental protection, and technology†aspects of the sedan, as well as the micro-vehicles using the concept of sedan.
Jin Yongbo told reporters that in fact, since Chery’s auto sales reached 1 million units in 2007, the company began to think about the next stage model. If the company wants to develop in the future, it cannot follow the previous model of price competition and low-end development, but it must be transformed to transform its character and brand. In 2009, Chery’s strategy was mainly layout and did not require each product to meet the development goals of Chery’s second phase.
He said that if our layout is successful in 2009, then in 2010 and 2011, the brand of our products will be able to increase in volume, which will drive the brand as a whole. This step must be taken. Because the brand is the ceiling, we can only break through this ceiling to enhance our brand. “In people's minds, the low-end image of Chery Automobile has been deeply ingrained. Chery wants to compete with many imported brands in a more segmented market and strive to win more space, first of all to change people's impression of Chery.â€
Kairui Technology Leader for Microcars
In March of this year, the new generation of products of the Carrefour company, ViewSonic, went public and won acclaim as soon as it appeared. Contrast to the superiority and superiority of the Kairui mini-vehicle that was previously launched, and the excellent, excellent and superior products that will be listed in the second half of the year, all of them follow the name of “excellentâ€, and it can be seen that the Kairui mini-car series should highlight an “excellent†overall. word.
Lu Jianhui, deputy general manager of Chery Automobile Co., Ltd. and general manager of Kairui Micro-car Corporation, said: “Kairui is going to come from behind, make fine mini-cars, and be the technological leader in the mini-vehicle market!â€
Chery builds Kairui "trump card"
Earlier this year, Chery's micro-car brand Karry was officially released and entered the micro-car market with independent brands. In the following three months, Kai Rui has repeatedly made a big deal: elegant, excellent wing "replacement core" revises the listing, the new model ViewSonic was released, and the new car of Kairui debuted at Shanghai Auto Show. In the micro-vehicle field, a star filled with strength and vitality shines.
Kai Rui's rapid development can not be separated from behind a solid group background. As an important piece of Chery Automobile's territory, Kerry has the full support from Chery Automobile.
According to Lu Jianhui, Chery's help and support to Kai Rui are all-round. In addition to the effective influence of brand influence, Kai Rui has achieved a positive interaction with Chery in product design and R&D, production process, sales channels, and after-sales service network. “The product design of Kairui Microcar follows the design concept and flow of Chery's sedan. The process of stamping, painting and final assembly of mini-vehicle production is co-produced with the sedan. The micro-car product also directly assembles the Chery sedan engine that performs well in the market. All these have ensured that Kairui possesses advanced performance, and Chery’s mature accumulation in corporate management and brand building has also helped Kairui to stand on the high starting point of modern automobile manufacturing companies.
Lu Jianhui said: “We hope that the brand of Kairui will contribute to the overall improvement of the Chery brand through the efforts of the team and get the position of the first mini vehicle.â€
Kairui mini car upgrade boutique route
According to Yang Benhong, deputy general manager of Kai Rui Micro Vehicle Co., Ltd., sales of low-end mini-vehicles that rely on low prices have shrunk very quickly, and the demand for high-end mini-vehicles has become the mainstream of the market. This change has driven technology upgrading of micro-vehicle products. Under the fine line of Kairui, not only the micro-vehicles are manufactured by car process through the way of collinear production and unified quality management, which ensures the quality of Kairui products, but also achieves a breakthrough in vehicle design and several key technical indicators.
Yang Benhong specifically used air conditioning as an example to illustrate the quality of Karry's microcars. He said: “Some microcar products do not have air conditioning or the quality of the air conditioners is relatively poor, and Kairui insists on choosing air conditioners. The cooling effect is even as good as a sedan.â€
The development of the mini vehicle market by Kairui on the fine line is precisely based on an accurate grasp of the future development trend of the mini-vehicle market. The sales growth of Kairui's mini-vehicles is fast, which positively validates the accuracy of the premium line.
The goal is to be the first brand of mini vehicle
Lu Jianhui said that Kai Rui’s goal this year is to “guarantee 4 fights 5†to ensure that 40,000 cars will be sold and 50,000 cars will be achieved, and that it will double for three consecutive years. The rapid development of the domestic mini-vehicle market since 2009 has undoubtedly brought the gospel to the realization of this goal. In particular, under the policy of “cars going to the countrysideâ€, Kai Rui has played the slogan “strive to the countryside and benefit to the people†and is well prepared in terms of brand promotion, product promotion, network construction, and service guarantee.
Lu Jianhui firmly told reporters: "The ultimate goal of Kai Rui is to become the first micro-car brand."
Henan employees account for 47.25% of all employees. There are many “heavyweight†figures.
Speaking of Kai Rui Microcar Company, it has a deep relationship with Henan. This is because, although it is not a Henan company, it has as many as 1646 employees in Henan, accounting for 47.25% of all employees. Chery's deputy general manager and general manager of Kairui Microcar, Lu Jianhui, is the most famous and most admired representative of many Henan employees of the company.
In 1987, Lu Jianhui graduated from Tsinghua University and began to work with automobiles. In the 1990s, China entered a period of rapid economic development. The earliest “car construction†in Wuhu City coincided with this period. Lu Jianhui, who majored in automotive engineering, has always dreamed of using his own power to make a man-made, easy-to-use car for China. With this idea in mind, in 1992, the Wuhu construction boom began when he came to Penghu to start a car. Until 2007, during the establishment of the company, he was appointed general manager of the company.
In addition to Lu Jianhui’s general manager, in the Chery people of Henan nationality, there are also some domestic heavyweight figures in the automotive industry, such as deputy general manager of Chery Automobile and Feng Wutang, general manager of the engine company. In the field of engine research and development in China, Feng Wutang was not aware of it. Now he is responsible for research and development of V6, V8 high-end multi-cylinder engine, TCI turbocharged technology, the use of advanced common rail technology and turbocharged diesel engine, engine technology using new energy (alternative energy) and the total power of hybrid vehicles. As a result, they have achieved remarkable results.
Under the leadership of Lu Jianhui and Feng Wutang, who are leaders of Henan nationality, the employees of Chery’s Henan nationality have made remarkable contributions to Kai Rui and Chery.
Kai Rui Micro-car sales in Henan
How does Karry Microcars make real contributions to the folks in Henan? Lu Jianhui replied: Through our efforts over the past few years, the "superior department" products of the Kairui minicars have the advantages of safety, comfort, fuel economy, practicality, cost-effectiveness, and low maintenance cost, and are welcomed by the old folks. This is also our kind of support for Henan's urban and rural economic construction. In order to live up to the trust and support of our fellow countrymen in our hometown, in one of the ten sales regions of our Karry minicars, one province in Henan province set up a large region alone, and we dispatched the “strong military commander†to the Henan region. Special management. Judging from the sales volume in January-April this year, sales of Chery mini-vehicles occupy the first position in all major regions in the Henan region. Of course, according to the province, the sales volume is even higher.
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