Chery “Reformation”: ConsumerBack to First and Second Tier Cities

2013 is the initial year after three years strategy transition of Chery. HUANG Huaqiong, general manager of Chery sales company, is appointed under crisis in the middle of this year. After half year, what kind of transcript he has? HUANG Huaqiong has something to say.

Recently, facing media, HUANG Huaqiong sums up his work after taking general manager of Chery sales company. He tells media about server changes he introduced into Chery.

At first, research system change. According to Huang Huaqiong, Chery has built its development system already, and many talents introduced, which builds Chery technologyDream Team. It is the original Chery macro forwards. It breaks the business unit system before, finishes departments working divided. Besides, it connects production line, and forms Chery management matrix. It benefits efficiency improvement and technology connection.

The next change is about manufacture, quality, and purchase system. Production bases are separated as well. However, with leading of LI Lizhong, who takes vice general manager position, plants such as Dalian, Eerduosi and Wuhu has connected already. The entire quality management system is adjusted to integrated concept.

Marketing system also has been changed. According to Huang HuaQiong, compare to Chery other system transition in the company, the marketing system transition still in the initial stage. In the future, Chery will keep improve customers’ satisfaction as company major purpose to improve its entire marketing system transition.

For work of next year, HUANG Huaqiong says the key work of 2014 shall be dealers’ competition and profit ability improvement. The core of the marketing system is about how to keep dealers profit, the profit is not simply through offer more money under policies or rules, and it’s about how to improve dealer’s competitive advantages in the market, how to improve each dealer selling ability, and how to improve each selling unit’s profit including service.

If talk through sale volume data, Chery has failed in the system transition in 2013, the sale quantity may less than 500,000. Overall sales will be 10% less than last year. However, Chery single sales has been proved, Huang Hua Qiong points out, in 2013, Chery average price will close to 10,000, total saleroom has 20% increased even the sales was dropped by 10%.