In the first half of this year, the domestic auto market continued the downturn of last year. According to data from the China Association of Automobile Manufacturers, China’s auto sales in the first half of 2019 reached 12.323 million units, a year-on-year decrease of 12.4%, which was higher than the 2.8% decline in the whole of 2018. Against this backdrop, Chery Group sold a total of 325,000 vehicles in the first half of the year, including 285,000 vehicles sold by its own segment, a year-on-year increase of 8.5%. In the first half of the year, the Chery brand achieved positive year-on-year growth for six consecutive months, and its self-owned market share exceeded 4% in June, hitting a new high in nearly 30 months.
Judging from the current situation, the domestic auto market in the second half of the year is still not optimistic, and the competition will become more intense. How to continue the growth trend in the first half of the year has become an important challenge for Chery Automobile in the second half of the year. Recently, Chery Automobile launched its layout from four dimensions including product, brand, channel and service to meet the market challenges in the second half of 2019.
Product strength is further strengthened, and intelligent technology is fully upgraded
In the second half of 2019, Chery Automobile will continue to focus on the three focus strategies of “products, channels, and brands”, relying on the dual-core drive of technology and quality, targeting young consumer groups, and further enhancing the sense of fashion and technology of products.
With the rapid development of Internet technology and smart car consumer demand, smart interconnection and automatic driving have become the “nirvana” for automobile OEMs to attract a new generation of young car consumers and expand market share. In order to make products more in line with the new needs of young consumers for appearance design and intelligent functions, new products such as Chery’s new generation of Tiggo 8, Tiggo 5x HERO version and Arrizo Gemini Pro version launched in 2019 have been designed and intelligentized. Upgraded, widely loved by young consumers.
The new generation of Tiggo 8
Arrizo GX Pro Edition
Arrizo 5 Pro
At present, Chery has officially launched a new round of comprehensive upgrading of product competitiveness. The platform-based product development system and the extensive application of cutting-edge intelligent and networking technologies have greatly improved Chery’s product development efficiency. Quality and other aspects have undergone qualitative changes. In the next two years, Chery plans to launch 10 new products with high appearance, high performance and high intelligence; in the next five years, Chery will achieve breakthroughs and applications of 239 new technologies in core fields such as traditional automobiles, smart interconnection, and new energy. Bring consumers advanced products with a more technological and futuristic sense.
Increased brand image rejuvenation, i-Chery deeply rooted in the hearts of the people
Facing the increasingly competitive self-owned brand market, Chery also made more attempts in brand rejuvenation in the first half of the year. The “Chery Family Banquet” with the theme of i-Chery, the “Arrizo and his friends’ Spring Games” with the theme of burning your calories, and the “New Generation of Tiggo 800,000” with the theme of burning your moments Marketing activities such as “Public Beta in Hundred People’s Cities” all demonstrate Chery’s insight into the automobile consumption trend in the new era.
In addition, in the first half of the year, Chery also invited popular stars Yang Shuo and Guli Nazha to endorse the new generation of Tiggo 8 and Arrizo sedan series respectively, further narrowing the distance between the Chery brand and young consumers. In the second half of the year, Chery will continue to focus on “i-Chery old friend New Chery”, relying on the launch and promotion of new products, and adopt a younger form of communication to further deepen Chery’s brand image.
Multi-dimensional improvement of channel capabilities, manufacturers hand in hand to grow synchronously
After entering 2019, Chery has further improved the quality of its channels, and has formulated a “Super Deep Sea Plan” for the first-level network to focus on quality improvement; the second-level network ensures vertical penetration, and the network scale has grown steadily. Up to now, the scale of Chery’s first network has stabilized at 500, the scale of the second network has reached 1,300, and the dealers of Xinwang have grown rapidly.
Tiggo 7i
Not only that, Chery is also actively testing the new retail model, and launched the first new retail model – Tiggo 7i in cooperation with ICBC, Postal Savings Bank, Autohome, Uxin, Tuanche and other automobile “new retail” platforms. While bringing different consumption experiences to users, Chery Automobile is also constantly exploring new ways of car sales.
Under the drastic reform, Chery’s dealer system has been fully activated, and its marketing capabilities have been greatly improved. In the second half of the year, Chery will continue to strengthen the construction of dealer channels, not only continue to develop traditional dealer channels, but also continue to strengthen the development of new retail channels, encourage excellence, strengthen incentives, create models, and give full play to the role of various sales channels. Breakthroughs are formed from point to area.
Ingenious service upgrades happily, creating a quality car life
The continuous growth of sales has put forward higher requirements for the quality of Chery’s after-sales service. In recent years, Chery Service has established service measures such as deepening the service network, improving service quality, consolidating system capabilities, and enhancing user experience, which have been recognized by the industry and the majority of car owners. In December last year, Chery won the “China Automobile Service Golden Wrench Award – Customer Satisfaction Award” for eight consecutive years for its high-quality service. In March this year, Chery Automobile won two honors, the “Consumer Protection – 3.15 Satisfied Unit” issued by the China Consumer Protection Foundation and the “National Product and Service Quality Integrity Model Enterprise” issued by the China Quality Inspection Association. The acquisition of these honors is not only the best praise and affirmation for Chery’s service from car owners and industry experts, but also the ultimate impetus for Chery’s service to continue to move forward.
In the future, Chery Automobile will continue to focus on customer needs through the upgrade of its service brand “Happy Joyful Experience”, and use the intelligence of the Internet of Vehicles to accurately understand what customers want, provide dedicated services for you, and deepen the capabilities of the service system at the same time. Upgrade customer experience and provide customers with more convenient, professional and considerate services.
In the second half of the year, Chery will enhance its overall marketing strength from the four dimensions of product, brand, channel, and service, adhere to the four-wheel drive, seize the current period of strategic opportunities for auto market adjustments, gain insight into market changes, and accelerate the update and iteration of core products , improve product quality and competitiveness, return to the mainstream, and continue the contrarian growth trend in the first half of the year.
