The popular "Age of Discovery" is a classic sailing adventure game, and friends who are awakened to "memory killing" should know that this game has two characteristics, one is to explore the unknown, and the other is to open up new areas of achievement. The opening of the great navigation era is an important pole for the further development of Chinese automobiles.
| Yin Tongyue's proposal: improve policies to help Chinese cars "go global"
At the just-concluded 2022 National Two Sessions, Yin Tongyue, deputy to the National People's Congress, secretary of the Party Committee and chairman of Chery Automobile Co., Ltd., put forward 13 proposals and suggestions, mainly focusing on "double carbon", new energy vehicles, laws and regulations on export trade and technological upgrading. It is worth noting that Yin Tongyue's proposal this year involves foreign trade, and he calls for improved policies to help Chinese cars "go global".
Yin Tongyue believes that at present, the performance and quality of China's automotive products are gradually similar to those of Japan and South Korea, the main competitors in the international market. However, due to the fact that the Japanese and South Korean governments have signed free trade agreements in the countries where China's major overseas markets are located, Japanese and South Korean auto companies have enjoyed more preferential policies, making Chinese auto brands in an unequal position in the market competition. Therefore, Yin Tongyue suggested that the Ministry of Commerce speed up the comparison of the auto tariff policies of Japan, South Korea and other countries, accelerate the signing of trade agreements or customs alliances with countries and regions where China's major auto export markets are located, and formulate tariff policies involving automobiles. Accelerate the conclusion of free trade agreements with latin American southern common market (SADC), Mexico, South Africa and European countries to reduce tariffs; promote the second phase of negotiations with countries that have signed free trade agreements, and accelerate the process of mutual reduction of tariffs on automotive products.
| "Going to sea" abroad is the only way for China's independent brands to break through the cocoon and become a butterfly
In recent years, to promote China's auto products to go out, to achieve the upward development of the brand, and gradually become the consensus of the industry, more and more Chinese car companies will aim at the global market, chery as the representative of the head of independent brands in the foreign market continue to invest, have released the latest overseas planning and products, and strive for "inside and outside" blossom.
Nowadays, the domestic automobile market has gradually changed from an incremental market to a stock market, and it is the only way for Chinese independent brands to break through the cocoon and become a butterfly. Because of the huge potential of the current overseas market, the data shows that the share of China's automobile exports has only risen from 4% last year to 8%, compared with the world's developed countries in automobiles, the mainland automobile export space is vast. Of course, on the road to the export of independent brand cars, it is still full of thorns and grinding. On the one hand, compared with the domestic market that is familiar with the car, the foreign market is like a foreign land, and there are many fierce enemies; on the other hand, compared with the hundred-year history of foreign car companies, China's independent brands are still "young" and need time to precipitate technology.
| With technology and quality for the market, Chery ran out of the new sample of Chinese car companies going overseas
In the "going to sea" strategy, the most successful brand is Chery Automobile. Chery has attached great importance to it since its inception, and chery has been abroad for more than 20 years, and with the acceleration of China's high-level opening up, chery has handed over an excellent answer sheet for globalization.
From Chery's first batch of 10 Fengyun cars exported to Syria in 2001 to Chery's export volume of 269,000 vehicles in 2021, it has maintained the first place in China's passenger car exports for 19 consecutive years and become a "Chinese business card". Today, Chery Automobile has established six R&D bases and 10 factories overseas, with more than 1,500 overseas dealers and service outlets, and more than 2 million overseas users. It can be said that for more than 20 years, Chery has not won by lying down, but has done it, and it has created an unprecedented thorny road for Chinese enterprises overseas.
The reason why Chery has been able to make continuous achievements in the export field is because of its own gradual growth, which has made the brand more and more recognized by foreign markets and become the most popular Chinese automobile brand in overseas markets. Chery's successful "going to sea" has provided many Chinese car companies with a new sample of "going to sea". At present, more and more independent brands are embracing the world and extending the success of Chery's exports.
Yin Tongyue described technology as chery's "root", and deep roots can only be leafy. In order to allow more Chery cars on the streets of foreign countries, Chery has been at the expense of technology first, and invests 5%-7% of its annual sales revenue for independent development, whether it is power technology, intelligent technology, or chips and batteries, Chery insists on doing deep and thorough, breaking many core technical barriers that have been monopolized by foreign countries.
In addition, Chery Automobile has also done a good job in quality control. Excellent quality can make Chery products stand firm in foreign markets. Chery will carry out adaptive development and carry out strict product quality testing according to the different environments, market conditions and consumer behavior habits of overseas markets. For example, in the Russian market, there are extremely cold weather conditions, Chery Automobile conducts all-weather product testing under extreme working conditions to ensure that the product quality can meet the standards.
In addition, the "user thinking" that is now adhered to by the new forces of car manufacturing has long been applied by Chery to overseas markets. In 2021, Chery conducted thousands of face-to-face customer surveys and one-on-one telephone interviews in Russia, and the proportion of old customers in the local market who exchanged new cars reached 40%, and 20% of the customers in new car purchases came from friends' referrals; in Brazil, Chery won the praise of locals by promoting China's anti-epidemic experience, carrying out new online listings, door-to-door car delivery/test drives and other services.
| Chery's great navigation era to the Chinese car enlightenment
In 2021, China's auto exports exceeded 2 million for the first time, achieving a breakthrough that has been hovering around 1 million for many years. The upward trend of China's automobile exports reflects the significant improvement of the world competitiveness of China's automobile industry. Nowadays, China's automobile exports have changed from simply selling cars to multi-level output of technology, brands, services and culture. With the continuous innovation of Chinese car companies in the field of electrification and intelligence, there is still huge room for China's automobile exports in the future. It can be said that under the joint promotion of Chinese car companies, "going to sea" may be the next turning point for Chinese cars to climb upwards.
In the sense of brand, "going to sea" can transition from "independent brand" to "Chinese brand", our brand strength can be accepted by foreign users, and our culture, products, marketing, and service inclusiveness are becoming more and more powerful. For Chinese car companies, enterprises also need to develop, and we can develop products in different market segments for different situations in various countries in the world.
At present, the global automobile market pattern is gradually reconstructing, and Chery's great navigation era will surely become a path to learn from, providing the latest model for the mainland automobile industry to embark on the international stage.