On June 24, the signing ceremony of the agreement on Chery's accession to "Xinhua News Agency National Brand Project" was held inBeijing. Under the agreement, Chery andChina's national news agency-Xinhua News Agency (XNA) will carry out all-round strategic cooperation in brand promotion, think tank service, brand stories, major events, customized service and other fields. Based on its all media Omnimedia communication system and service support system, with focus on Chery's development strategy, XNA will provide a systematic promotion scheme to further enhance Chery's global influence. Present at the signing ceremony were Liu Zhengrong, Vice President of XNA; Wang Xia, Chairman of the China Council for the Promotion of International Trade, Automotive Sub-council; Zhang Yongping, General Manager of the General Manager Office of XNA and Yin Tongyue, Chairman of Chery Automobile Co., Ltd.
Scene of the signing ceremony
Since its early days, Chery has mapped out the strategy of building an international brand through independent innovation, established the vision of "building an outstanding brand with ingenuity" and been committed to building a global competitive brand, having achieved fruitful results.
With the mastery of core technologies and the constant improvement in product quality in recent years, Chery's overseas sales have soared and Chery has entered an acceleration stage for internationalization. To date Chery has exported over 1.3 million units to over 80 countries and been China's largest passenger vehicle exporter for 15 consecutive years. Chery's exports account for about 30 percent of the total exports of Chinese passenger vehicle brands in the same period. Chery achieved overseas sales of 58,928 units in the first five months of this year, up 3 percent year on year. With the constant enhancement of its brand image, Chery has become a brilliant "Chinese symbol". In 2015 and 2016, Chery was ranked among "China Top 20 Enterprises with the Best Overseas Image" by the Information Office of the State Council for two consecutive years and was the highest-ranking equipment manufacturer.
Yin Tongyue, Chairman of Chery delivers a speech
"Building a globally competitive brand is a long-term systematic project which calls for the painstaking efforts of one generation or more and the strong support of all walks of life. Xinhua News Agency National Brand Project has emerged as required by the times. As a strategic move benefiting the contemporary era and our future generations, the project will boost the brand popularity and influence of outstanding Chinese enterprises worldwide. Chery's accession to the project will further speed up the internationalization of Chery brand," said Yin in his address.
As a positive response to China's "brand power" strategy, "Xinhua News Agency National Brand Project" aimed to integrate XNA's rich media resources, tremendous communication strength and professional think tank, provide an effective channel for outstanding Chinese enterprises to further expand their brand influence, and enhance the international brand image and brand value of Chinese enterprises. It is hoped that Chery will take this opportunity to advance steadily on the way of internationalization.