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02 Jun2018
Developing Overseas Markets, Tapping Network Channels -Chery attends 2018 Xi'an "Belt and Road" International Forum for Automotive Industry Development

On May 31, 2018, the 2018 (1st) Xi'an "Belt and Road" International Forum for Automotive Industry Development was held in Xi'an. With the "Belt and Road" as focus and "Joint Efforts for High-quality Development" as annual theme, the forum brought together industrial authorities, representatives from over 100 domestic and foreign automakers and outstanding parts manufacturers, as well as over 300 industrial colleagues. At the forum, Research Findings of Development of China's Automotive Parts Industry were released, over 100 independent parts manufacturers received awards, and Feng Ping, Deputy General Manager of Chery International attended the industrial event as an award presenter and speaker. The forum aimed to build an authoritative platform, pool industrial wisdom and contribute industrial power, to fulfill China's dream of becoming an automotive industry power.

Chery entered overseas markets in 2001. After over 10 years of diligent efforts, Chery has been China's largest passenger vehicle exporter for 15 consecutive years. Through its outstanding products and service, Chery has offered over 6 million consumers worldwide superb riding and driving experiences. To date Chery has established longstanding and friendly business cooperation with partners in 46 out of over 60 countries along the "Belt and Road". In the past decade, Chery has significantly enhanced its overseas image and brand value, become China's most influential auto brand abroad, and won the Best Overseas Image Award for Chinese Enterprises twice in a row. The "Belt and Road" initiative has further sped up the internationalization of Chery.

During implementing its internationalization strategy, Chery has taken root in local markets, stuck to the cooperation principle of mutual benefit and win-win, and mapped out a localization strategy according to local conditions. Chery joined hands with CAOA, Brazil to establish the first China-Brazil automotive joint venture in 2017; and has established JV plants in countries and regions including Brazil, Russia, North Africa and the Middle East, to fully accomplish localization.

Through continuously tapping channels and sharpening the hard and soft strength of networks, Chery has kept enhancing its brand image and reputation. In terms of the hard strength of networks, Chery has fully respected different cultures and customs in overseas markets and flexibly adjusted practices to local conditions. For example, as temperature is high in the daytime and there is a large flow of people at night in the Middle East, Chery enhanced the lighting effects of showrooms at night to effectively attract attention from local consumers. In terms of the soft strength of networks, Chery has effectively sharpened the professional skills of local sales and service talents through online and offline training. Besides, through test driving, sports marketing and other creative marketing campaigns close to consumers, Chery has kept enhancing its brand popularity and reputation. For example, Autolady and Tiggo Carnival organized by Chery in Russia made Russian consumers feel the unique brand charm of Chery at close range. Also, Chery sponsored Copa Argentina, the Chilean national football team, the Egyptian Premier League and other sports events to conduct multi-dimensional brand placement and bring its brand image into consumers' hearts.

In terms of terminal services, Chery has upheld the concept of internationalized service, and kept improving its after-sales service system through its technical capacity, service capacity and basic guarantee capacity, thus being frequently and highly recognized by local markets and partners. In April 2018, Chery came out on top in the "2018 Dealer Satisfaction Survey" conducted in Russia, which highly recognized Chery and motivated Chery to constantly improve service quality.

In the future, Chery will continue to implement the national "Belt and Road" initiative, improve its capabilities of research, production and sales, constantly improve product quality and services, promote the Chinese spirit of "intelligent manufacturing", bear the mission of "brand power" in mind, get involved in local markets, conduct refined operations and build cars with ingenuity, in a bid to achieve new success in overseas development.