The first annual export of Chinese passenger car brands exceeded 200,000 units; the top 20 enterprises that won the "Best Overseas Image" for 5 consecutive times; the 20 years of going to sea, maintaining the first place in the export of Chinese brand passenger cars for 19 consecutive years...
When the first Chery car went abroad, China's car export road began to be written. 21 years ago, a door opened china's connection with the world, and also opened up the infinite possibilities of Chery Automobile's overseas journey.
In the past 21 years, Chery has exported from Syria to more than 40 countries along the "Belt and Road". From the outbreak of the epidemic, through the procurement of overseas epidemic prevention materials, rushing to help domestic epidemic prevention and control, and then feeding the anti-epidemic materials to Italy, Brazil, Chile and other countries. Chery Automobile has gradually formed its own business logic between the changes and changes in the world automobile market.
Today, Chery Group has a total of 10 million global users, including 2 million overseas users, forming a domestic and international "dual market" pattern, and refreshing the new record of Chinese brand passenger cars "sailing to the sea". Behind such remarkable achievements, it reflects the epitome of Chery's global development.
| A Syrian dealer opened the legendary road of Chery's export
In the field of exports, Chery Automobile has undoubtedly set a good example for major independent car companies, and today's success is inseparable from Chery Automobile's far-sighted vision. At the 2001 Beijing International Auto Show, Samir, an auto dealer from Syria, praised Chery after seeing chery's "Fengyun" sedan that had been on the market for only nine months. With the idea of introducing the "wind and clouds" into the Syrian market, Samir chased all the way to Wuhu, Anhui. From the conversation to Yin Tongyue nodding, it took only 10 minutes. In this way, the first batch of 10 Chery "Fengyun" cars went out of the country, and Since then Chery has opened the Syrian market.
After that, Chery Automobile was like a hanging in the global market. In 2004, Chery QQ and Fengyun series were listed in Egypt one after another, and through the agency company model, Chery began an international layout in the Middle East. In the next few years, Chery's territory began to expand to Latin America, including Brazil, Chile, Argentina and other countries, and now Russia, Ukraine and other countries have also become strategic locations for Chery Automobile.
Since 2013, Chery has established long-term friendly cooperation with more than 70% of the countries along the "Belt and Road", and has become a well-known local automobile brand in key markets such as Russia and Egypt. With a new Chinese automobile brand image, Chery Automobile is leading more Chinese brands to "go global" and accelerate towards the goal of "an international brand with global competitiveness".
| Quality is the stepping stone, technology is the passport
Opportunities are always available to those who are prepared. Even though there are many factors that determine the success or failure of overseas markets, the fact is that as Yin Tongyue, chairman of Chery, said: "Quality is the stepping stone for automobile exports, and technology is the passport to the international market", which is the only rule that industrial products are universally applicable.
In the cognition of people inside and outside the industry, the image of "Technology Chery" has always been deeply rooted in the hearts of the people, from the ignition of the first engine in 1999, to the establishment of a new engine platform in 2002, to the ACTECO engine with independent intellectual property rights and the Kunpeng Power that surprises everyone today, Chery has always been the brand that has taken the lead in changing the prejudice of outsiders, and the image of Chery's "Polytechnic Man" is more obvious.
The hard-core power accumulated by these technologies not only allows overseas users to have the "first impression" of Chinese cars, but also makes Chery's going to sea not a short-lived stage event, but a sustainable development process that can be iterated and continuously expanded for a long time.
Chery officials have said that Chery Automobile will invest more than 300 real car collisions and more than 500 mock collisions every year to endorse the quality of the vehicle. In addition, in order to carry out adaptive development of products that are "adapted to local conditions", we will better meet the needs of local markets, regulations and consumers. Chery has been carrying out vehicle tests in Brazil, Saudi Arabia, Russia and other countries around the world all year round, covering extreme conditions such as extreme cold and extreme heat, meeting the all-weather test standards in different regions and meeting the needs of local users.
Yin Tongyue said bluntly: "Chery wants to become a leading enterprise and achieve independent leadership, first of all, it must be independently leading in quality. Quality is the basis for the survival of enterprises, without quality, we lose the first qualification to survive in this industry. The quality improvement of all employees, all elements and the whole life cycle can truly provide support for the brand. ”
| "Overseas Responsibility" of Chinese Enterprises
If quality and technology are the hard power of an enterprise, respecting the culture, customs, religions and traditions of different regions and sincerely integrating into it is the soft power of the enterprise to open up overseas markets. Since its inception, Chery Automobile has established the goal of "building a world-class brand", adhering to the strategy of "no internal instability, no external strength", and Chery Automobile, which has been deeply involved in overseas markets for many years, has upgraded from the initial "going out" to "going up". Zhang Guibing, deputy general manager of Chery Automobile Co., Ltd. and general manager of the international company, emphasized that the secret of "going up" is to make friends with users in overseas markets and be recognized for their excellent service.
Zhang Guibing, general manager of Chery International, introduced that in Russia, Chery has carried out thousands of face-to-face customer surveys and one-on-one telephone interviews in 2021 alone, and the proportion of old customers in the local market who have exchanged new cars has reached 40%, and 20% of the customers in new car purchases have come from friends' referrals. In Brazil, Chery has won praise from locals by promoting China's anti-epidemic experience and launching new online listings, door-to-door car delivery/test drives.
Chery deepens its local culture, and before entering an overseas market, Chery Automobile will conduct full research on the local market and consumers to strengthen its integration with the local culture. For example, for South America, Chile and other places that love football, Chery uses sports marketing to make the brand image more popular. Chery has joined hands with the Chilean football team and won the 2019 South American Libertadores Cup; in February 2021, chery-sponsored Chilean UC team won the championship for the second time, adding good results to Chery's global sports marketing, which further upgraded Chery's overseas image.
Chery's series of actions not only embody the simple feelings of "springing up to repay" in Chinese, but also witness the true feelings of "watching out for each other and overcoming difficulties together" between China and friendly countries, and embodying the responsibility of global enterprises.
Conclusion: In the face of the turbulent changes of the times, Chery has found this smoother path under the globalization strategy and vision. Opportunities in overseas markets are always available to those who are prepared, and chery Automobile is ready to "charge" in the era of great changes in China's automotive technology feeding the world.