Chery, which is engaged in technology , why can t it sell Geely that plays marketing ?

Strategic Mistakes: Wrong multi-brand strategy at the wrong time.

Both Chery and Geely have implemented multi-brand development strategies, but the difference is that Geely quickly realized the problems of multi-brand strategies and returned to one Geely as soon as possible. Chery, on the other hand, only returned to Chery in 2013, four years later. In fact, there is nothing inherently wrong with a multi-brand strategy, it's the timing that is wrong.

At that time, it was the domestic SUV dividend, and although Chery was already the sales champion at that time, the product positioning and layout were also very clear, QQ, Qiyun, Tiggo and Oriental Son four products can be said to have swept the domestic car market. However, the products are concentrated within 100,000, and the brand and reputation have not really been established, and the core of competition is mainly **.

Behind closed doors: loss of due market acumen and judgment.

In addition to strategic mistakes, Chery's obsession with technology has also made Chery lose its keen sense of the market, especially the lack of replacement of models for many years, the lag of appearance and interior, etc., which has made Chery gradually move towards the point of no return behind closed doors. The most typical representative is Tiggo, the sales overlord of the year, and it took ten years to change.

It shows that the technology still hasn't kept up, and if there is really technology, I'm not afraid of no sales.

The title is inherently misleading. Who said Geely relies solely on play marketing? Geely's new engines, 7-speed wet weight dual-clutch transmission, as well as vehicle tuning and matching, workmanship quality, and appearance are all not bad, and they are all developing.

Geely's new car dares to invite all ** joint venture brands and even luxury brands to face the interview driver, does Chery have it? Of course, Chery has skills, but it can't improve itself by belittling others at every turn. In recent years, Chery has not marketed, there are Chery's soft articles every day, and it is almost the first in the universe?

Including Zotye Borgward, marketing is also very profitable, the result? Therefore, product power is the decisive factor in sales! Any industry is a line.

Although Geely has done a lot of advertising, the brand strategy itself is not wrong, what is wrong is the timing.

Don't be fooled, this game technology, that play marketing, quality determines word of mouth, and word of mouth determines sales ......The market will eliminate backward ones, and it will also highlight the ...... of automobiles with product power

In today's era, technology is not as good as marketing.

This is a bit abrupt, do you want to "play" a national enterprise.

Marketing is a very important factor in selling a car.

The technology is internal, and the amount of publicity is not enough, and the sales will not work.

Taking advantage of the herd mentality of the Chinese people is that technology is not important in people's psychology.

Last year, Geely invested more than 21 billion yuan in R&D, how much did Chery invest? Geely's five major R&D centers in the world, with a R&D team of 20,000 people, what about Chery?

It's like a fool who bought a Geely car, and he was fooled by the car seller. Chery doesn't seem to do marketing, the product is not good, and the market will not pay for it, no matter how good the marketing is!

Chery has a fart technique! It's all in his lab.

Don't think that Geely's technology is worse than Chery's, Geely's R&D capabilities are very strong, new cars are emerging in an endless stream, and the quality of exterior fashion is getting better and better, and the same grade is not worse than that of joint ventures.

Chery made a mistake in choosing its development strategy.

Although Geely cars are advertised well, some models are actually good to drive.

The gap between Chery and Geely in terms of sales is not simply a product factor, but the most important reason is the development strategy of the entire brand.

This is determined by the general environment, and it is better to be able to do it than to be able to say it!

Chery people study technology, and Geely people study 36 strategies.

Chery is really not as good as Geely.

Let me tell you. How many years has Chery's 37 thermal efficiency been blown? When it comes out, it can't compare to the joint venture or the blue whale.

Not to mention the gearbox. Geely really belongs to its own technology is a 7dct, but the difference between Geely and Xiaomi is that Geely buys technology and Xiaomi buys accessories, Geely has to say that it is the best for all car companies.

, the product is not too hard, are the people stupid? Only excellent products will really enter the homes of ordinary people.

Everyone has already stood up, isn't it too late for him to develop?

Ask a question at the same time, it's better to read two more books to engage in this kind of brainless problem!

Geely has a good big brother.

Geely has no technology? True Nyima.

It's because the domestic Chery car is quite good, the interest group of the joint venture car bites the dog and is afraid that Chery will snatch the cake and not let Chery become stronger, so it can't get up, let's see if it's what's going on, the Great Wall, Geely, any car can be fired, the Great Wall oil tiger has nothing inside, Geely can also be purple by bragging, Chery is a dead one, all of them are classics, but the sales are suddenly gone at the critical moment, either the accelerator pedal is broken or the sunroof is leaking, The rust incident is hyped up by some people, and Chery cars sell a lot, and some people buy it!

Because he is too dark, he hires a water army, and whoever is better will be black, and he brags about himself every day!

I think it's possible that there are some differences in their overall aspects. First of all, we can't deny that Chery's engines are of good quality. However, there are many up-and-comers in this highly competitive automotive space, and many manufacturers also have their own engines.

And just after Geely acquired Volvo, it was like a miracle in car manufacturing technology. Another point is that in terms of engines, even if the domestic engine is very good, the Chinese hungry people still have a soft spot for Japanese and German engines. In terms of marketing, Chery turned a deaf ear to what was happening in the world and was only engaged in its own research and development, so it indirectly delayed the sales of its own cars.

Let's take a brief look at Chery's brand history. Many people think that Chery is a private enterprise like Great Wall and Geely. However, the auto company, which was registered on January 8, 1997, is in fact a formal state-owned enterprise.

In terms of background strength, although Chery cannot be as strong as the Hongqi Automobile Collapse Rubber Car in the national belief, Chery's comprehensive strength should be ranked in the forefront among all domestic cars, but due to its low sales, its profits are relatively lower than those of Great Wall and other car companies. Therefore, Chery's total annual R·D expenses are slightly lower than those of domestic automakers, but fortunately, the proportion is good. If we look at R·D's performance from the total cost of R·D and the proportion of investment, Chery should be on a par with most of the current domestic cars in terms of technology, or have their own advantages.

There is no such thing as Chery leaving other domestically produced cars on the street. According to the actual driving experience of car owners, it is not uncommon for Chery to complain about quality every year, and the statement of top quality is not very good.

Secondly, Chery does not pay enough attention to car manufacturing, and the weak brand positioning is also one of the reasons for the low sales. Other domestic car companies, whether Great Wall, Geely or Changan, mostly focus on making their brands stronger and bigger. In addition to the current Jietu brand, Chery has also continued to invest heavily in building new brands.

Lin Wei, Rui Lin, Kerry, Yikai, Kuros, etc. They are all brands founded by Chery, but the status quo is not so good.

In general, in fact, Chery's vehicle manufacturing level can only be at a medium level among domestic cars. Although the engine is good, the practical application is not flexible. Although the momentum of independent research and development is worthy of Chinese people, the relatively long research and development cycle and relatively high cost also make it difficult for Chery to surpass other domestic automobile brands in a short period of time.

To put it bluntly, Chery's product line is too extensive, and the car lacks brand attention and endurance. It is also one of the important reasons why Chery's current brand power is not strong enough and the cost performance is not high enough. But when Chinese buy a car, the most important thing is cost performance, which is also one of the most important reasons for Chery's low sales.

Therefore, at least in the short term, it is difficult for Chery to make a big breakthrough in sales. When sales are not good, only use feelings to stabilize the brand image.

Millions of car purchase subsidies.

It is Bi Wang, and there are also reasons for this, publicity is also very important, for a car good brand to have a higher number of friends, so that there can be better sales.

I think it's because Chery doesn't advertise it, because the performance of this car is very good, and the configuration is also very high, and it is very cost-effective in terms of the mountain, so I think if Chery advertises, it will definitely increase sales.

It's really because Chery doesn't pay attention to publicity, so I think if Chery advertises, it will also have better sales.

Geely is very powerful, there is no domestic car company that can be compared with the reputation of the judge, the same is the elk test two-wheeled off the ground, Bo Yue has no fart matter, Chang'an was in a uproar. The call change is also rusty in the body, there is no fart in the distance, and the city is full of wind and rain!

I really can't touch Chery, I smashed my hands if I don't get it, I hurriedly bought an Arrizo 3 because of my work, I originally wanted to change the car in the New Year, but I changed the battery and normal maintenance for 6 years, and other places are not bad, there is no reason to change the car. Do you choose not to look at these two brands? Engaging in this kind of question-and-answer that attracts topics and is meaningless, is purely Langfeng Li Fei everyone's time to show your lower IQ, think about it and think about a question, let's discuss it together, I really don't know what to ask, just read other people's posts, and post less of this kind of saliva-provoking posts.

They basically report good news and not bad news, and the evaluations they give are basically on the brand description, at most they add some small evaluations that are not painful, so if you really want to buy a car, talk to the people around you, or the people who are engaged in repairs, maybe more than you can get more guidance in a little bit.

It also costs 1,000 yuan for shipping to sell. As far as I know, all the big brands generally implement CIF prices, and the so-called shipping costs are just a means for them to make more money. So in a fit of anger, the car that Baoding's friend picked up directly from the factory saved 7,000 yuan compared with Urumqi.

Someone did the murder and set fire to Jichun. No one does the trading at a loss. Either you give me money, and I will give you a compliment on your car.

Either I'll scold your car, and then if you give me money, I won't scold. But Chery doesn't do either, so car critics generally don't touch Chery's cars.

In the past few years, domestic cars have basically relied on imitation of joint venture cars to create their own brands, whether it is the gearbox and engine, or even the interior shape, etc., which has led to the lack of a certain guarantee for the quality consistency of the product, resulting in the word-of-mouth of domestic cars in the past few years, "Chery Chery, car repair queue and other pure slogans".

Which car has just been launched is a little hot, and car critics immediately rush to find car reviews and test drives, hoping to make some traffic in it and take this opportunity to become famous. For example, the recent Geely Xingyue L, soon the platforms such as Chedi and Autohome began to swipe the screen, and the big Vs will let go of this wave of traffic? This is their job.

Because its sales are not very good, it does not make celebrity endorsements late, and there are not many advertisements. I think the quality of this car is still very good, but it also needs to be promoted and marketed.

This is because Chery Automobile's publicity is very mismatched with its own strength. There is no gimmick of Tan marketing, so people think that they will not do Bu Hetong marketing in particular, and I think so too.

It is because they do not know how to use marketing methods, and the performance of their cars is particularly good, but they will not advertise, resulting in the sales of Chery cars being particularly bad.

It's because their car is basically not advertised, although the car has certain advantages, but advertising is more beneficial.

It is because there have always been problems with the marketing of this car, so the sales are not particularly high, so there is such a statement.

I think so too. Because there are very few advertisements for Chery automobiles, and there is no desire and impulse for people to buy at all.

Ten years ago, in 2007, Chery's monthly sales exceeded 10,000 units, comparable to SAIC-GM, which ranked first in the market at that time, but now its sales among its own brands have been frequently surpassed by latecomers.

From January to September this year, Chery Automobile's sales have fallen to the 20th place in China's auto sales list, with a year-on-year growth rate of just over 300,000 units. At the same time, Geely, Great Wall Stove Orange, Chang'an, etc. are close to sprinting millions of sales lines.

The sales of latecomers such as Trumpchi and SAIC have exceeded 350,000 units, which is very stressful for the "big brother" Chery. According to the data, in 2016, Chery achieved an operating income of 100 million yuan and a total profit of 100 million yuan. According to the rating report released by the agency in 2016, in 2015, Chery's operating income was 100 million yuan and its total profit was 100 million yuan.

Whether from the perspective of operating income or profit indicators, Chery Automobile's profitability is not high. At the same time, Chery has also seen a strange phenomenon of increasing revenue and reducing expenditure. In addition, when Chery gave up the multi-brand shrinkage front in 2012, it still retained two tails.

One is the mini car brand Kerry, and the other is Yikai, which focuses on Internet cars for young people. But in recent years, the development of these two brands has not been ideal. In addition, Qoros, which represents the upward breakthrough of the brand, has been losing money, giving the outside world the impression that Chery's front is very long and it is still in a multi-brand state.

From the perspective of the direction of adjustment, Chery does not plan to give up brands such as Yikai and Qoros, but still wants to continue the road of multi-brand. "To be honest, Chery is a little confused now, a few years ago it was very clear, narrowed the front, turned to a brand, technological upgrading breakthroughs, and now everyone is a little confused, I don't know what direction it is developing. An industry analyst said.

Millions of car purchase subsidies.