Take the old road to break the image of "entry-level brand"

The fundamental reason for the overall decline in self-owned brands is still the lack of premium ability because of their lack of ability to build brands.

At present, the shrinking of China's self-owned brand market does not mean that self-owned brands are doing worse than in the past, but fewer people buy entry-level products, and more people have entered the range of value brands or premium brands and luxury brands.

The decline does not mean worse <br> <br> Reporter: own brand this year, the overall decline in market share, as a "pioneer", what do you think?

Yin Tongyue: Chery is a “first mover” when it comes to self-owned brand cars. This also determines that we always go for a stone in temptation. I have always said that the car book is not that easy to read, but when we look back, we still read it and read it thin. In the past, our understanding of the automotive industry, our understanding of the factory, and our understanding of the company were all one-sided.

It is very difficult to make a car. It requires that the quality of the person is very high, not an ordinary high. In the past, we went to foreign companies to learn, and others introduced us to values, visions, and ideas. At the time, I thought this was not a waste of time. In fact, people really introduce us to the essence of the company. What does real business management rely on? Rely on the company's values, corporate philosophy, and the company's vision to tie this group of people together.

When we started, entry-level brands accounted for more than 30% of the total market, which is now down to 28% and 29%. We think that going further down may be 25%, 26%, or even 20%. The automobile market should consist of several components. First, entry-level brands, second, value brands, third, premium brands, and fourth, high-end luxury brands. The old road of self-owned brand is definitely not enough. It is necessary to break the concept of “entry-level brand”, enter another world, enter value, and even make a premium brand.

Supporting Domestic Goods Cannot Depend on "Patriotic"

Reporter: Many people will say that Korean cars were developed because Koreans supported domestic goods. How do you view this view?

Yin Tongyue: This is still a topic to return to the brand. The “cultural and cultural heritage” of South Korea does play a role in the development of Korean brands. However, I believe that this is not a decisive factor in the success of Korean brands. The fundamental reason for the success of Korean cars is the correct national industrial policy, the company’s own efforts, and the results of long-term survival of the fittest and merger and reorganization.

To get the support of the people, the first thing is that the product must be correct. To find ways to connect with the market, from the market to figure out what products are needed by users, which users need. Second, products must be better, quality is better, reliability is better, and durability is better. At the same time, the product must also emphasize taste, like art that can stand the test of years.

World-class experience must be "taken"

Reporter: In the process of changing Chery, Chery is changing the concept. Every piece of system construction is also changing.

Yin Tongyue: In the past, some styles of play are more cost-effective, imitating a mature model and developing in reverse. Now, positive development is a key. After we have consolidated past projects into platforms and module strategies, modules can be shared, fuel tanks can be shared, and door locks can be shared. As a result, more and more models are available, but fewer and fewer modules and fewer and fewer suppliers. Life will be longer and longer. This is a very good revolutionary idea recently concluded by large companies in Europe and the United States.

Reporter: Chery has been very innovative in the past, and where will the future innovation be reflected?

Yin Tongyue: I think the vitality of Chinese companies is a kind of creativity. Chery Automobile has accumulated for many years. We have a lot of special or single product innovations, such as engine technology, such as automatic transmission technology, such as brand development technology, but we did not string them together. We are now following the international process, and our products will surely enter a better market.

Difficult does not mean no future <br> <br> reporter: how do you see the future of own brand?

Yin Tongyue: The dream has not changed, confidence has not changed, and I have not shaken at any time. Chery’s human resources and financial resources are in the best state in history: the management system is the best, the balance of resources, and the control of risks are the best. We are more confident in developing Curious Rui.

At present, we have clarified our goals, the gaps have been found, the paths are clear, and resource preparation is relatively clear. Next, how is the spirit of the old Chery to be used and the products are fast and well-made? Humans spell the future for common cause and dream.