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奇瑞营销“新经”:产品是船,营销是帆
Sou Hu Cai Jing· 2025-05-02 06:22
Core Viewpoint - The core philosophy of Chery's marketing emphasizes that "products are the ship, and marketing is the sail," highlighting the importance of product quality and user experience over mere marketing tactics [1][4]. Group 1: Product and Marketing Strategy - Chery's marketing strategy is focused on returning to product quality and user experience, asserting that marketing should authentically reflect issues rather than relying on short-term effects [4]. - The "Old Ox Culture" of Chery promotes long-term value and continuous iteration, aiming to create high-quality, cost-effective products that resonate with consumers [4]. - The younger consumer demographic is less sensitive to brand reputation and more focused on the balance of price and quality, necessitating that Chery provides products that meet these expectations [4]. Group 2: Product Launch and International Presence - At the Shanghai Auto Show, Chery showcased 53 new models across its five brands, demonstrating significant product launch capabilities [6]. - Chery's participation in international events has increased, with over 5,000 overseas guests expected at the 2025 Shanghai Auto Show, indicating a strong push towards global market engagement [6][7]. - The company aims to enhance the global perception of Chinese automobiles, allowing international audiences to experience the diversity and quality of Chinese automotive products [7].
奇瑞港股IPO进入关键阶段 募资将重点投向海外扩张与核心技术研发
Mei Ri Jing Ji Xin Wen· 2025-04-29 08:36
Group 1 - The core focus of Chery's IPO is to raise funds for expanding its product lineup, enhancing core technology capabilities, and executing global strategies [1][3] - Chery submitted its IPO application to the Hong Kong Stock Exchange on February 28, 2023, and is currently in the silent period of the listing process [1][3] - The company aims to utilize the raised funds for research and development of various passenger vehicle models and to improve production facilities [1][3] Group 2 - Chery exported approximately 255,000 vehicles in the first quarter of this year, with total overseas sales reaching 1.1446 million units last year [3] - The Shanghai Auto Show 2025 highlighted Chery's internationalization efforts, with the company inviting a record 5,000 overseas guests and partners [3][4] - Chery showcased multiple brands and new models at the Shanghai Auto Show, including the all-new QQ and the瑞虎9L concept car, indicating a shift towards becoming a global technology mobility enterprise [4]
上海车展 | 电动、智能、低碳、国际,奇瑞携旗下五大品牌集体参展
Guan Cha Zhe Wang· 2025-04-28 06:15
Group 1 - Chery Group showcased 53 models from its five brands, including Chery, Exeed, Jetour, iCAR, and Zhijie, at the 2025 Shanghai International Auto Show [1][3] - The new Chery QQ targets the A0 electric vehicle market, featuring a classic design and a user co-creation plan set for May [3][5] - The Fengyun A9, a C-class sedan, has received over 53,565 orders in 35 days since its blind booking, with a limited release of 5,000 founder editions [5][7] Group 2 - In Q1 2023, Chery Group achieved a record sales volume of 620,000 vehicles, with 255,000 units exported, maintaining the top position among Chinese automakers in exports [9] - Chery's chairman emphasized the company's commitment to "four modernizations": electrification, intelligence, low carbon, and internationalization, with a record 5,000 overseas guests at the auto show [9] - Chery introduced its "Land, Sea, and Air" technology system, showcasing products like the Kunpeng super hybrid system and amphibious vehicles [9]
上海车展奇瑞现象:一场技术自信的全球路演
Jing Ji Guan Cha Wang· 2025-04-27 04:03
Core Viewpoint - Chery has transformed from a "follower" to a "definer" in the global automotive industry, showcasing its technological advancements and redefining the global image of Chinese automobiles through its "Technology Going Global 3.0" strategy [4][17]. Group 1: Chery's Global Presence - The Shanghai International Auto Show attracted significant attention to Chery, with over 5,000 overseas guests and industry media representatives, highlighting the company's growing global influence [1][4]. - Chery's exhibition showcased various technological innovations, including the Kunpeng engine with a thermal efficiency of 48%, and the amphibious vehicle Jetour Zhenghong G900, demonstrating China's comprehensive technological capabilities [1][15]. Group 2: Evolution of Chery's Global Strategy - Chery's international expansion can be categorized into three phases: - Phase 1 (1.0): Product export phase, focusing on cost-effectiveness to enter international markets, with over 1 million vehicles exported from 2001 to 2010 [5][7]. - Phase 2 (2.0): Localization phase, emphasizing ecosystem development and establishing local production bases to enhance brand recognition and market share [7][8]. - Phase 3 (3.0): Technology innovation phase, where Chery transitioned from selling products to exporting technology standards, establishing a global integrated system of R&D, manufacturing, supply chain, and service [8][9]. Group 3: Technological Advancements - Chery has achieved significant technological milestones, including the launch of the Kunpeng engine, which surpasses competitors like Toyota and Volkswagen in thermal efficiency [12]. - The company has established a robust global R&D network with over 29,000 patent applications, positioning itself as a leader in automotive technology [12][15]. Group 4: Market Performance - In 2024, Chery's total sales reached 2.604 million vehicles, with exports of 1.14 million units, setting a new record for Chinese automotive exports [11]. - The brand value of Chery increased by 163%, ranking it among the top three in the Chinese automotive manufacturing industry, reflecting its enhanced market influence [10].