On November 8, 2016, organized by People’s Daily, the 2nd China Brand Forum, with the theme of “Innovation and Leadership: Towards Medium & High End”, was held in Beijing. YIN Tongyao, President and CEO of Chery Automobile Co., Ltd., was listed in “China Brand Figures.” Other winners of this award were Chinese brand leaders in various industries, such as DONG Mingzhu, Chairwoman of Gree Electric; LIU Qiangdong, Chairman of JD Group and WANG Jianlin, Chairman of Wanda Group.
As a pathfinder for Chinese auto brands, Chery has constantly been blazing new trails, injected new vitality into China’s auto industry and become a Chinese symbol in the global market. At the “China Brand Leader Lecture” during the forum, YIN shared Chery’s brand concept and innovation culture. The brand is a lifestyle. To build a brand, an enterprise must first analyze and make clear the lifestyles and demands of target customers. “The way out for Chinese auto brands is brand building, for the brand is the real core competitiveness of an enterprise.” According to YIN, Chery has three “cards” in brand building: high quality, customer orientation and the culture of ingenuity where improvement is constantly strived for.
The three “cards” mentioned by YIN are the key to the continuous improvement of Chery’s product power and brand power. Over the years since the beginning of its strategic transformation, Chery has focused on optimizing and rebuilding its nine operation systems (R&D, purchasing, manufacturing, marketing service, etc.), established a forward development process for products in line with international standards, improved its system capacity significantly, and achieved a leap forward in product quality. With customers as the center, Chery has come up with the core brand connotation of “Infinite Fun.” New-generation products built under Chery’s new system, such as the Arrizo 5, Tiggo 7 and Tiggo 2, have been well received by consumers. Innovation-centered Chery has also proposed the vision of “building an outstanding brand ingeniously,” and cultivated a multitude of outstanding craftsmen through its talent management mechanism and corporate cultural concept.
Guided by the concept innovation driving the brand, Chery will keep forging towards the medium & high end through integration and innovation, in a bid to become a globally competitive auto brand.
