December 18, 2021 marks the 22nd anniversary of Chery Group's first sedan rolling off the production line. Statistics show that from January to November, Chery Group sold a total of 850,000 vehicles, an increase of 38.3% year-on-year, far higher than the industry growth rate of 4.5%, and operating income of 130.18 billion yuan, an increase of 42.8% year-on-year.
Whether it is the overall sales volume, revenue, or segmented overseas exports, new energy fields, today's Chery Group has reached a new height in history, and will soon reach a "new milestone" - annual sales of more than 1 million vehicles, global users exceeded 10 million, annual operating income exceeded 150 billion yuan.
In the face of the upcoming 2022, Chery Group has put forward the goal of ensuring annual sales of 1.5 million vehicles, striving for 2 million vehicles, and annual operating income of 200 billion yuan. Chery will enter a new milestone in the scale of enterprise development on the occasion of the "25th anniversary of entrepreneurship" in 2022.
The "two wings" behind rapid growth
Behind Chery's steady and steady sales growth is the result of a series of profound changes.
In addition to the technology enterprises that have been adhered to since its inception, Chery has inserted "two wings" into the enterprise in the context of the "new four modernizations" in recent years - user thinking and Internet thinking.
Whether it is the youthful, intelligent and new energy performance of Chery Group's major passenger car brands such as Xingtu, Chery and Jietu at this year's Guangzhou Auto Show, or the marketing innovation of its various brands to "make friends with users", or the organizational adjustment around the user-centered middle office empowerment + front desk mobility within the enterprise... Chery is accelerating to become a "user-oriented enterprise", all technology development, product design, business model and even business operations, all around the creation of value for users.
Yin Tongyue, chairman of Chery Group, said that the needs of the new generation of customers are different from those of the past. In the past, car companies emphasized development performance, quality and cost, but today we want to develop emotions, develop ecology, and develop different lifestyles of young people. This change has profoundly changed Chery's "V-shaped development process", Chery's products not only to ensure the significant improvement of "TQCDI indicators" (T technology, Q quality, C cost, D delivery, I investment), but also to develop the emotional needs of target customers and young generation customers into products to accelerate the iteration of user experience.
Compared with the wings of "user thinking" is Chery's other wing - "Internet thinking". Different from the label of Chery as a traditional car company, Chery actually noticed the new revolution brought about by digitalization very early on, accelerated the digital construction of the layout of enterprises, and quickly turned new technologies and new scenes into new selling points for products through the consumer-end Internet and industrial Internet.
At present, the first phase of Chery's intelligent network future factory has been completed and will be officially put into production in 2022; the first large-scale application industrial Internet platform in the automotive industry built with Kaos will not only help Chery's digital construction, but also empower related enterprises across fields and industries; Chery Group has also been selected as a national pilot of "two industries integration" this year by virtue of the dual main business layout of "advanced manufacturing + modern service industry", technology + manufacturing, wisdom + Internet, pre-production + post-production and other multi-path innovation.
The "dual market" layout of the globalization strategy
International famous automobile brands, mostly through the global market, become a world-class brand. From the very beginning of its establishment, Chery has established the goal of "building a world-class brand", adhering to the strategy of "no internal instability, no external strength, internal and external promotion, and common development", and has become the earliest independent brand in China's international automobile market.
This year marks the 20th anniversary of Chery's exports. In this year, Chery Group's exports have exceeded 20,000 vehicles seven times in a single month, and the cumulative exports from January to November exceeded 240,000 vehicles, an increase of 138% year-on-year. Exports have accounted for nearly 1/3 of Chery Group's total sales, which means that the "domestic and international dual markets" pattern in Chery's global layout is becoming increasingly stable.
In 2022, Chery Group has set a target of exporting 500,000 vehicles a year. If you summarize the important methodology of Chery's internationalization in one sentence, it is that technology is the "passport", quality is the "stepping stone", and culture is the "fusion agent".
Chery has always adhered to open cooperation in technology, and has carried out in-depth cooperation with first-class suppliers in various countries in the world, Internet giants and chip companies in various industries to carry out "joint innovation" in multiple fields. This joint innovation enables Chery to do "adaptive development" of products according to different environments, legal and regulatory requirements, and technical development standards of various countries around the world, bringing users an experience that exceeds expectations. For example, Chery's current export models use intelligent voice technology created together with partners, which can fluently converse in dozens of different national languages, which is widely welcomed around the world.
Chery regards quality as the bottom line of car manufacturing, and invests real money and silver in the "invisible place" such as safety and performance for a long time, and strives to make automotive products safer and more reliable, which is the basis for winning the trust of global users. At present, the performance of Chery products in many overseas markets is highly recognized, for example, in Russia, Chery has won the honor of "Most Popular Chinese Automobile Brand" in Russia five times.
In the process of long-term "going out" and brand "going up", Chery has also been taking culture as an integrator, insisting on giving up first and getting later, giving benefits to partners, overseas customers and overseas employees first, and achieving win-win cooperation with locals through localization development, bringing employment, taxes and talents to the local area, and showing the sincerity and friendliness of Chinese. Chery also continues to spread Chinese culture, strengthen interaction with local enterprises and the public, and actively fulfill its social responsibilities in various public welfare actions such as global anti-epidemic, earthquake relief, education and poverty alleviation, etc.
Up to now, Chery Group has more than 9.9 million global users, including more than 1.9 million overseas users, ranking first in the export of Chinese brand passenger cars for 18 consecutive years, winning the "Best Overseas Image Top 20 Enterprises" for 5 consecutive times, and becoming the "Chinese Business Card" loved by car owners in more than 80 countries and regions around the world. It is believed that with the in-depth promotion of the globalization strategy and the continuous breakthrough of overseas markets, Chery Group will accelerate the realization of the goal of "international first-class brand".