Chery new brand positioning lack of long-term perspective.docVIP

 PAGE \* MERGEFORMAT 7 Chery new brand positioning lack of long-term perspective 09 beginning of the Chery Automobile breath launched three new brands: Open Swiss, Wei Lin, Rui Qi “, according to their plan, they were hit at different levels of market positioning and audience. Among them, the existing product brand” Chery “omnibus Chery Automobile Co., Ltd. all of its economical passenger cars, corporate brand “CHERY CHERY” performance. The newly developed “on Swiss” brand flagship “micro surface” models and other types of commercial vehicles. “Wai Lin” is responsible for the characteristics of a high-end multi-function passenger business type, and “Qi Rui,” is targeted at high-end sedan market, the main brand. After 10 years of development, Chery brand to the high-end development is inevitable and move forward as quickly as possible, Chery’s courage and courage is admirable. Segmentation of the three levels of sub-brands do not say, in the It seems to me, very good, the future will continue in-depth breakdown. One said that the high-end go to the Ruiqi “brand, from brand positioning point of view, still a little short-sighted. First, the signs point to make the original Imitation is the best way to learn. But there is no need too much like, and there must be international color, but not necessarily Xiangshui. The sub-brand performance, one too much like the others, the second is Chinese name does not feature Chery, in turn read only, new ideas clearly not enough. Second, the target market very tired set the official car The Camry, Jager, or Audi, as competing products, this step is very bold, cut into this space is also very good, but only to catch the Government’s national sentiment, the main public car market, but the right of friendship measure, the brand’s long-term development is not entirely beneficial. and not just the official car of Audi, but also commercial vehicles. good fruit “Ruiqi” official car fixed at the initial stage, okay, at leas