It is worth noting that the "Yun Qi" brand, which was just re-integrated in May this year, was spun off from Chery Automobile Sales Company and established the Economic Passenger Car Division independently. Chery said that the solo flight of "Yun Qi" reflected Chery's determination and confidence to further enlarge and strengthen the economical passenger car. Today's Chery, originated from the economical car, is still based on it.
Chery said that in order to make the change of organizational structure not affect the terminal sales, Chery made careful arrangements in a planned way two years ago. This adjustment does not involve changes in marketing network and marketing management, so it will not affect the interests of dealers and end users. However, each business unit will include three major functions: research and development, production and sales. From product planning, research and development to sales, each business unit will operate independently, and each business unit will be directly responsible for its own products and markets.
Integrate multi-brands and strengthen marketing ability
Since 2008, Chery has entered a new stage of development. According to Chery's development plan, Chery has made the adjustment in 2008, layout in 2009, intensive cultivation of 20 10, growth of 20 12, development of 20 13. It is understood that in 2008, Chery hired China University of Science and Technology as a consultant to sort out Chery's organization and process, and finally established an organizational adjustment plan.
Chery's multi-brand strategy established last year is a mixture of high-end strategies. Chery and Ruiqi, which originally focused on high-end products, fought each other in products, and their mutual interference was more obvious in the early days of Ruiqi brand. Although commercial vehicle brands Lin Wei and Ruiqi sedan belong to the same sales company and have independent channels, they tend to be marginalized. The independent establishment of commercial vehicles and economical vehicles division is a highly targeted integration of Chery.
However, how Chery brand and Ruiqi will be separated is still an unresolved issue for Chery. After divesting the low-end cars, Chery is expected to focus on slightly high-end car products such as Tiggo SUV, Son of the Orient, A3, etc., especially SUV has become an important sales increment, and Chery's newly established base in Ordos will also mainly produce SUVs. However, in terms of high-end cars, Chery and Ruiqi still need to be clear.
In fact, Chery has made obvious breakthroughs in products and technology, but it still needs to further enhance its marketing power. The implementation of the business division system this time will enhance Chery's first-line sales ability.