On June 15, 2017, the second meeting of the Sino-Russian ” Yangtze River and Volga River” Local Cooperation Council (that is, the meeting of the local cooperation council of the middle and upper reaches of the Yangtze River and the Federal District of the Volga River in the Federal Republic of Russia) was held in Anhui, China, jointly presided by Yang Jiechi – State Councilor and Babbidge – the plenipotentiary delegate of Russian President, with the purpose of jointly implementing priority cooperation projects and constantly exploiting new cooperation fields by seizing the construction opportunity of “Belt and Road Initiative” together with the actual cooperation needs of both regions, to promote development and prosperity of the two regions and benefit people of both countries. Taking this opportunity, the exhibition themed as “new opportunity of Belt and Road Initiative, new development of cooperation between regions at Yangtze River and Volga River” hosted by the Anhui Provincial People’s Government kicked off, bringing together key enterprises of Anhui and Russia for participation. As the pioneer of China’s auto brands and the automobile enterprise with the largest export volume of Chinese passenger cars for fourteen consecutive years, Chery was invited to attend the meeting, and showed features and development advantages of Chinese enterprises on the scene, which made contributions to the comprehensive development of bilateral strategic cooperative relations.
(Chery out-field display at the exhibition themed as “new opportunity of Belt and Road Initiative, new development of cooperation between regions at Yangtze River and Volga River”.)
On the exhibition site, Chery booth was very eye-catching, and the exquisite and dazzling display wall showed the remarkable achievements and deep accumulation of technical strength during the development of Chery; TIGGO series and new energy vehicles were lined up, displaying dynamic and vigorous appearance modeling and sophisticated and delicate quality and technology, which has caught the attention of Russian guests, further deepening the interaction and connection between Chinese and Russian enterprises.
Since entering Russia in 2005, Chery has achieved trust and support of the local consumers with its perfect products, service and brand strength after twelve years of development, becoming a well-known Chinese automobile brand in Russia. In terms of products, Chery has been continuously optimizing the structure and quality, and has launched ARRIZO 3, ARRIZO 7, TIGGO 3, TIGGO 5 and other models in Russia, becoming more popular with comfortable and technological driving experience. In 2017, the new models of NEW TIGGO 3 and TIGGO 2 have once again appeared on the market of Russia, which bring more intelligent and advanced driving enjoyment for local consumers, and form a more competitive product structure, achieving the steady enhancement of Chery’s market share in Russian.
(Chery in-field display at the exhibition themed as “new opportunity of Belt and Road Initiative, new development of cooperation between regions at Yangtze River and Volga River”.)
Based on strong support of the product, combined with the localization strategy, Chery has been continuously exploring and innovating marketing model in Russian market, to continuously boost brand construction. Thanks to the sponsorship of the Extreme Rally, the Black Sea Cup Regatta, World Cup theme activities and other sports marketing, Chery has achieved the integration of its enterprise culture and sports gene, making the young and vibrant brand image deeply rooted in the hearts of the people; Meanwhile, large-scale test drive of “driving Chery for travel”, horizontal alliance TV shopping and other product experience activities have been carried out, winning wide praise from all sectors of the society. In 2015 and 2017, Chery respectively won the award of Russian “most popular Chinese brand”, achieving double recognition in popularity and reputation.
(Chery won the award of Russian “most popular Chinese brand” respectively in 2015 and 2017.)
In terms of services, Chery takes the lead in opening emergency assistance services, offering exclusive road rescue cards, hotline and 24- hour service in Russia; as well as the global maintenance skills competition and other activities, which comprehensively improve the service system and create a more convenient, considerate and exclusive service brand. In “Autostat” research by famous Russian auto data analysis agency, Chery’s popularity and public praise rank the forefront among the local Chinese brands.
At present, Chery’s vehicle ownership in Russia has reached 200,000, with sales volume ranking the first among China’s automobile brands, becoming the benchmarking enterprise from “going out” to “going in” among China’s enterprises. Seizing the time opportunity of “Belt and Road Initiative”, Chery will continue to strengthen the brand influence in Russia, and try to achieve strategic cooperation with the local enterprises through more opportunities, to make contributions to the friendly development and economic growth of both countries.
