Promote strategic transformation Chery adjustment touched the core of sales

On June 25, Chery Motors suddenly announced that the position of General Manager of Chery Automobile Sales Corporation had been adjusted. The position was taken over by former general manager Zheng Zhaorui of Qiyun Automobile Sales Co., Ltd., and former general manager Ma Dezhao was transferred to the Quality Assurance Department.

In order to promote the successful strategic transformation of Chery Automobile Co., Ltd. (hereinafter referred to as "Chery Automobile"), Yin Tongyue, chairman of Chery Automobile, made the next big move.

On June 25, Chery Motors suddenly announced that the position of General Manager of Chery Automobile Sales Corporation had been adjusted. The position was taken over by former general manager Zheng Zhaorui of Qiyun Automobile Sales Co., Ltd., and former general manager Ma Dezhao was transferred to the Quality Assurance Department. At the same time, Yin Tongyue also entrusted Huang Huaqiong with the task of “airborne forces.” Huang Huaqiong will be responsible for the Chery Automobile brand and product planning, and concurrently serve as the deputy general manager of the sales company.

At the end of May's listing of the New Oriental Sons, Yin Tongyue told reporters that the transformation of Chery Automobile has reached the end of the stage, and Chery’s new strategic plan will be released at the end of June. However, Yin adjusted the organizational structure of the sales company before releasing the strategic plan.

Yin Tongyue once said at an internal conference that Chery Automobile has accumulated sufficient strength in the R&D and production of new products after the previous strategic transformation and the scrutiny of the R&D system.

During the previous two years, Yin Tongyue first subtracted the R&D department. "A previous R&D project, we will make measurements from various departments such as production, procurement, and marketing. If this project is not profitable in the future, we will give up. Now we have stopped several R&D projects." Yin Tongyue was in this year. When interviewed by reporters at the beginning of the year, he said.

From encouraging "more children to fight," and drastically cutting off three-quarters of new car R&D projects, Yin Tongyue's "driving" Chery Automobile has entered a deep-water zone of strategic transformation. According to its plan, Chery’s strategic transition period is from 2009 to 2013. During this period, Chery must go through a phoenix? ? The transformation of the model - the new product launch deceleration, re-combine the R & D system, the introduction of more stringent and solidified standards and processes and upgrade the quality of the standard through the upgrade.

However, the shortcomings in the sales cycle have become increasingly prominent, and the external market environment of Chery Automobile has also been very severe.

“In the past two years, the Chery auto dealers basically did not make any money, but compared with BYD Auto, Chery Automobile has a group of loyal dealers. If the market continues to deteriorate like this, even loyal dealers will not insist on it. Going down, Chery Automobile needs to adjust the sales cycle,” said the head of a Chery Automobile dealership store.

“Sales companies are intensive meetings these days, and many departmental meetings are even open until midnight. The leaders in charge of sales are facing unprecedented pressure and are now unpopular.” Insider of Chery Sales Company told reporters that the company’s strategic transformation is approaching the end of its official calendar The rapid cooling of the auto market accelerated the pace of Chery's adjustment of its sales structure.

According to data from the Federation of Travelers and Delegates, from January to May, Chery Automobile sold 236,377 vehicles, a year-on-year decrease of 12.66%. If you exclude a substantial increase in export sales, Chery's domestic sales are not outstanding. Last month, Chery’s exports exceeded the 20,000 mark for the first time, setting a record high, and exports accounted for an unprecedented 40% of all sales. However, the domestic market is a foundation that cannot be ignored for a mature automobile brand. The underlying weakness will ultimately affect the expansion of its overseas markets.

After announcing the above personnel adjustments for the senior executives, Chery Automobile will reorganize and lay out its existing sales system and structure, including the large-scale redeployment of middle-level sales management personnel. All adjustments will focus on one direction only, that is, it will be decentralized. The marketing resources are concentrated to achieve a breakthrough against the backdrop of the declining domestic auto market.

Chery Automobile also announced that in order to integrate sales resources, Qiyun Automobile Sales will also be incorporated into Chery Automobile Sales Corporation. "The separate operations of the Chery and the Cowin brands are not conducive to resource integration. After this adjustment, two brands and one marketing system can circumvent the resource scramble of different business divisions within the company," Huang Huaqiong told reporters.

Before the completion of the strategic transformation of the company, the sales dilemma faced by Chery Automobile made it difficult for the business division reform implemented two years ago. In September 2010, Chery Automobile officially launched the business division reform and set up four major business divisions: the Cowin Business Unit, Weilin Business Unit, the Kairui Business Unit and the Powertrain Business Unit. Among them, Qiyun Automobile was detached from the Chery brand and became a new brand and business division, but it was not independent on the brand LOGO. The two passenger car brands Chery and Ruiqi have not yet made business division plans.

Industry insiders believe that Chery had already dismissed Weilin's business unit before now. Now that Qiyun Sales Company has merged with Chery Sales Corporation, it is equivalent to announce the end of this division structure. “Strategic decision-making organizational structure, the success of the strategy depends on the degree of match between the two. In the end whether or not successful, depends on the determination of the company's internal changes and the external environment.” A foreign consulting firm senior automotive analyst told reporters.