11月11日，奇瑞汽車股份有限公司在京發(fā)布了“WWW+計(jì)劃”，宣布開啟奇瑞智能化新時(shí)代的全球市場(chǎng)戰(zhàn)略。作為這一戰(zhàn)略大棋局上的重要落子和實(shí)際行動(dòng)，奇瑞汽車和巴西最大的汽車制造與銷售商CAOA集團(tuán)現(xiàn)場(chǎng)簽署了戰(zhàn)略合作協(xié)議，雙方將在研發(fā)、制造、采購、銷售等領(lǐng)域深度合作，共同強(qiáng)化奇瑞品牌在拉美地區(qū)的影響力。
On Nov 11th, Chery Automobile Co.,Ltd released its “WWW+ plan” in Beijing and announcedto open its strategic global market blueprint in the new intelligence era. Asan important step and actual action in this big strategic layout, CheryAutomobile signed a strategic cooperation agreement on site with CAOA, thebiggest automobile manufacturer and retailer in Brazil. Both sides will take deepcooperation in R&D, manufacturing, purchasing, sales and other fields,jointly reinforcing Chery’s brand influence in Latin-America.
發(fā)布會(huì)現(xiàn)場(chǎng)，支撐“WWW+計(jì)劃”落地的奇瑞全球化營銷團(tuán)隊(duì)重磅亮相。團(tuán)隊(duì)由奇瑞汽車副總經(jīng)理、負(fù)責(zé)市場(chǎng)與營銷模塊的何曉慶領(lǐng)銜，奇瑞國際公司總經(jīng)理潘燕龍、國內(nèi)營銷公司總經(jīng)理賈亞權(quán)、負(fù)責(zé)歐美市場(chǎng)EXEED業(yè)務(wù)拓展的Lorenz Glaab共同組成，形成全球市場(chǎng)同步推進(jìn)的強(qiáng)大合力。
On the conference site, Chery’s globalmarketing team, which realized the landing of “WWW+ plan”, struck aneye-catching pose on the stage. The team is led by He Xiaoqing, Vice President ofChery Automobile responsible for the marketing and sales module, consisting ofPan Yanlong, GM of Chery International Corp, Jia Yaquan, GM of domesticmarketing and sales Corp, Lorenz Glaab, responsible for EXEED businessdevelopment in Europe and North American market, which all form a mightycombined force for the synchronous advancement of global market.
正值奇瑞汽車成立20周年的重要節(jié)點(diǎn)，作為連續(xù)14年保持中國乘用車出口第一的領(lǐng)軍者，首次發(fā)布全球市場(chǎng)戰(zhàn)略的奇瑞獲得行業(yè)內(nèi)外、社會(huì)各界、海內(nèi)外媒體的高度關(guān)注。巴西駐華大使Marcos Caramuru De Paiva，阿根廷、烏拉圭等駐華使領(lǐng)館代表，以及現(xiàn)場(chǎng)400多家國內(nèi)外媒體，共同見證了這場(chǎng)規(guī)模盛大的戰(zhàn)略發(fā)布會(huì)。
Exactly at the timingmarking the 20th anniversary of Chery’s establishment and as theleader of the automobile industry maintaining the first place 14 years in a rowin the export of passenger vehicles in China, Chery got high attention from theindustry inside and outside, all sectors of society, medias from home andabroad by releasing its global market strategy the first time. Marcos CaramuruDe Paiva, the Brazilian Ambassador to China, representatives from Argentine andUruguayan embassies and consulates to China, and over 400 medias from home andabroad jointly witnessed this grand strategic news conference.
“汽車正面向一個(gè)良性健康發(fā)展的新時(shí)代，智能綠色發(fā)展的新時(shí)代。面向新時(shí)代，奇瑞制定了WWW+計(jì)劃“，何曉慶現(xiàn)場(chǎng)為大家闡釋了WWW+計(jì)劃的內(nèi)涵。它是一個(gè)集全球智慧（World Wide Wisdom），合作共贏（Win-Win）,智能互聯(lián)（Wired）的計(jì)劃，加號(hào)Plus寓意可持續(xù)性、與時(shí)俱進(jìn)和無限可能。
“The automobileindustry is faced with a new era with benign and healthy development, a new erawith smart and green development. Under this background, Chery formulated WWW+plan”, said He Xiaoqing, who explained the connotation of “WWW+ plan” on site.It is a plan combining World Wide Wisdom, Win-Win and Wired Intelligence, Plusmeans sustainability, advancing with times and unlimited possibilities.
集“全球智慧” 做中國名片
Gathering “global wisdom”, forging Chinese Namecard
奇瑞“WWW+計(jì)劃”中，第一個(gè)W詮釋為Wisdom，集全球智慧，揚(yáng)中華文化?？v觀世界各國汽車工業(yè)的發(fā)展，所有國際汽車巨頭無不受益于市場(chǎng)全球化，參與全球市場(chǎng)競(jìng)爭(zhēng)和實(shí)現(xiàn)品牌國際化也是國內(nèi)汽車企業(yè)發(fā)展的必經(jīng)之路。自2001年第一輛奇瑞汽車走出國門，截至目前奇瑞累計(jì)出口銷量超過130萬輛，占同期中國乘用車出口的30%。今年以來，奇瑞出口已超過10萬輛。平均每5分鐘，奇瑞就多了一位海外用戶, 在全球，每0.75分鐘就會(huì)增加一位奇瑞用戶。
The first W in Chery’s “WWW+ plan” stands forWisdom, in detail, gathering global wisdom and promoting Chinese culture.Looking through the automobile industry development in various countries, noneof giant international automobile enterprises didn’t benefit fromglobalization. Participating in global market competition and realizing brandinternationalization is an inevitable way for the development of domesticautomobile enterprises. In 2001, the first Chery car went abroad, till now, theexport sales volume in aggregate has exceeded 1.3 million, accounting for 30%of exported Chinese passenger vehicles within the same period. In this year,Chery has exported over 100 thousand vehicles. Chery adds an overseas userevery 5 minutes, Globally, every 0.75 minute there will be a new Chery user.
從拉美到中東，從極寒冰雪之地到酷熱的沙漠戈壁，當(dāng)奇瑞的滾滾車輪奔馳在海外80多個(gè)國家和地區(qū)的時(shí)候，也同時(shí)傳播了中國的文化。無論是搶抓國家“一帶一路”戰(zhàn)略機(jī)遇，還是率先探路歐美主流市場(chǎng)，奇瑞始終以開放創(chuàng)新的心態(tài)整合全球資源，將企業(yè)智慧與中國伙伴的智慧，與全球合作伙伴的智慧有機(jī)融合在一起，打開了自主品牌國際化的新方式。
From Latin-America to Middle East, from placeswith severe cold, ice and snow to blistering deserts and gobis, Chery’s wheelsroll in over 80 countries and regions abroad, which also disseminates Chineseculture. No matter seizing the opportunity of national “Belt and RoadInitiative”, or taking the initiative to tap European and American mainstreammarket, Chery always takes open and creative mindset to consolidate globalresources, organically integrate enterprise wisdom with that of Chinese andglobal partners, thereby opening a new pattern for self-owned brands to realizeinternationalization.
“布局全球市場(chǎng)，我們不僅要'走出去’，更要'走進(jìn)去’、'走上去’?！逼嫒鹌嚫笨?、國際公司總經(jīng)理潘燕龍?jiān)趹?zhàn)略發(fā)布會(huì)上簡(jiǎn)要介紹了奇瑞的海外布局規(guī)劃。在2013年以前奇瑞已成功地“走出去”，以發(fā)展中國家為切入點(diǎn)，把握貿(mào)易機(jī)會(huì)，開拓海外市場(chǎng)。2014年到2020年，奇瑞將“走進(jìn)去”，積極布局新興市場(chǎng)，實(shí)施主動(dòng)的規(guī)劃和管理，促進(jìn)營銷能力提升，推動(dòng)品牌建設(shè)。到2020年以后，奇瑞將“走上去”，完成全球布局，全面實(shí)施品牌戰(zhàn)略，成為具備全球競(jìng)爭(zhēng)力的國際一流品牌。
“To realize the global market coverage, we mustnot only 'step outward, but also 'move forward’ and ’go upward’”, said PanYanlong, VP of Chery Automobile and GM of International Corp, who gave a briefintroduction about Chery’s overseas layout in the strategy news conference.Before 2013, Chery has successfully 'step outward’, taking developing countriesas the entry point, seizing trade opportunities and tapping overseas market.From 2014 to 2020, Chery will 'move forward’, proactively set up new-emergingmarket, implement active planning and management, promote the improvement ofmarketing ability and advance brand building. After 2020, Chery will 'go upward’,finish the global layout, comprehensively implement brand strategies and becomea world class brand with global competitiveness.
當(dāng)很多車企的出口還停留在商品貿(mào)易階段時(shí)，“善謀全球”的奇瑞正悄悄由“市場(chǎng)經(jīng)營”向“全球化經(jīng)營”轉(zhuǎn)變。從單純的產(chǎn)品輸出升級(jí)為包含產(chǎn)品、技術(shù)、品牌和文化在內(nèi)的多元化輸出，奇瑞希望成為海外消費(fèi)者心目中時(shí)尚、年輕的品牌，成為中國汽車工業(yè)在全球的一張“名片“。事實(shí)上，在部分海外市場(chǎng)，奇瑞已經(jīng)成為中國汽車工業(yè)的代表之一。在國務(wù)院新聞辦指導(dǎo)主辦的2015年和2016年度“中國企業(yè)海外形象20強(qiáng)” （“一帶一路”和中東歐）調(diào)研中，奇瑞位列裝備制造業(yè)第一，是唯一入選的汽車制造企業(yè)。
When the export business of many automobileenterprises is still at the stage of commodity trade, Chery, “good at globalplanning”, is taking the transition from “market operation” to “globaloperation” quietly. Upgrading from pure product output to diversified output ofproduct, technology, brand and culture, Chery hopes to become the fashionableand young brand in overseas customers’ minds, while becoming a piece of “namecard”of Chinese automobile industry in the whole world. As a matter of fact, in someoverseas market, Chery has become one of the representatives of Chineseautomobile industry. In the surveys of 2015 and 2016 “Top 20 Overseas Images ofChinese Enterprises” sponsored by the Information Office of the State Council,Chery ranked first in equipment manufacturing industry, being the only selectedautomobile manufacturing enterprise.
整合全球資源實(shí)現(xiàn)合作共贏
Consolidate global resource, realize win-wincooperation
奇瑞“WWW+計(jì)劃”中，第二個(gè)W詮釋為Win-Win，以開放的胸懷整合全球優(yōu)質(zhì)資源，實(shí)現(xiàn)合作共贏。奇瑞希望在市場(chǎng)戰(zhàn)略上，充分尊重合作伙伴，以開放的心態(tài)與行業(yè)內(nèi)外、國內(nèi)外各方展開全面的技術(shù)、資金與資源合作，攜手打造全球生產(chǎn)與營銷網(wǎng)絡(luò)，提升品牌知名度與美譽(yù)度，實(shí)現(xiàn)全球化格局下的合作共贏。
The second W in Chery’s various countries meansWin-Win, in detail, consolidating global premium resources in an open-mindedmanner and further realizing win-win cooperation. Regarding the marketstrategy, Chery hopes to fully respect cooperation partners, carry outcomprehensive technology, capital and resource cooperation with the industryinside and outside, all parties from home and abroad with an open mindset,jointly forge global production and sales network, promote brand reputation andpopularity, thereby realizing the win-win cooperation under the globalizationbackground.
奇瑞汽車此次與巴西CAOA集團(tuán)的簽約合作生動(dòng)詮釋了“全球共贏合作”。雙方計(jì)劃組建聯(lián)合團(tuán)隊(duì)，充分利用雙方的研發(fā)、產(chǎn)能、渠道等優(yōu)勢(shì)資源，持續(xù)增加在巴西資金投入和資源投放，共同強(qiáng)化奇瑞品牌在巴西的影響力。雙方還商定，未來幾年每年將在巴西市場(chǎng)投放2—3款高度符合巴西消費(fèi)者需求的奇瑞新產(chǎn)品。
The contract-signing cooperation between CheryAutomobile and Brazilian CAOA Group vividly demonstrates “global win-wincooperation”. Both sides plan to set up an united team, make full use ofbilateral R&D, production capacity, channels and other advantages andresources, continuously increase the capital and resource input in Brazil,jointly enhance Chery’s brand influence in Brazil. They also agree to launch2-3 new products every year highly conforming with local customers’ demand inthe Brazilian market in the next several years.
隨著奇瑞全球生產(chǎn)和市場(chǎng)布局的展開，越來越多世界一流公司“小伙伴”的名字，都將出現(xiàn)在奇瑞合作伙伴的名單上。奇瑞目前的國際化供應(yīng)鏈體系中，直接合作的全球500強(qiáng)零部件企業(yè)達(dá)到60家。奇瑞還與近20家世界500強(qiáng)企業(yè)開展了合資合作，涉及發(fā)動(dòng)機(jī)技術(shù)、新材料技術(shù)、信息技術(shù)、汽車電子、內(nèi)外飾、汽車照明等汽車產(chǎn)業(yè)鏈上下游的諸多領(lǐng)域。
With the deployment ofChery’s global production and market layout, more and more world-classenterprises will appear on the list of Chery’s cooperation partners. In itspresent international supply-chain system, the number of Top500 partenterprises cooperating with Chery directly has reached 60. Besides, Chery hascarried out joint venture cooperation with nearly 20 Top500 enterprises, whichcover many fields of automobile industry chain’s upstream and downstream, suchas, engine technology, new material technology, information technology,automobile electronics, interior and exterior , automobile lighting and so on.
供應(yīng)商、經(jīng)銷商、用戶、戰(zhàn)略投資人……都是奇瑞希望合作共贏的伙伴。奇瑞汽車副總經(jīng)理、營銷公司總經(jīng)理賈亞權(quán)在介紹國內(nèi)市場(chǎng)和品牌發(fā)展路徑時(shí)，也特別提到要“堅(jiān)持協(xié)作共贏的合作理念”，建立更科學(xué)的盈利模式，打造全流程的區(qū)域營銷體系。要以客戶利益和核心，讓經(jīng)銷商盈利，用真誠的態(tài)度讓客戶無憂，用專業(yè)的服務(wù)讓客戶信賴。
Suppliers, dealers, users, strategicinvestors….all are partners Chery hopes to join hands for the win-wincooperation. Jia Yaquan, Vice GM of Chery Automobile and GM of the marketingand sales Corp, when introducing the domestic market and brand developmentpath, also mentioned especially “insisting on the cooperation concept ofwin-win collaboration”, establishing more scientific profit model, forgingregional marketing and sales system with complete procedures, while takingcustomers’ interest as the core, making dealers get profit, relievingcustomers’ worries with a sincere attitude and winning customers’ trust viaprofessional service.
發(fā)布會(huì)現(xiàn)場(chǎng)，營銷公司總經(jīng)理賈亞權(quán)還正式宣布2018款瑞虎7（MT版）攜38項(xiàng)品質(zhì)升級(jí)全新上市。按照國際一流正向體系開發(fā)、全球供應(yīng)鏈配套生產(chǎn)的瑞虎7，繼2016年在中國市場(chǎng)首發(fā)之后，已陸續(xù)在伊朗、智利上市，未來還將登陸埃及、中東等其他市場(chǎng)，是一款名副其實(shí)的“全球車”。
On the conference site, Jia Yaquan alsoofficially announced the brand-new launching of 2018 Tiggo 7(MT Version), whichis featured with 38 premium upgrades. After firstly launched in Chinese marketin 2016, Tiggo 7, developed based on the international first-rate positivesystem and produced with the supporting of global supply-chain, has hit themarket in Iran, Chile successively. In the future, it will also land in Egypt,Middle East and other market, which enables it to become a genuine “globalcar”.
聚焦智能互聯(lián)引導(dǎo)生活方式
Focus on wired intelligence, guide life styles
雖然現(xiàn)代汽車工業(yè)一直由西方主導(dǎo)，但中國品牌是否只能做亦步亦趨的追隨者？奇瑞汽車股份有限公司總經(jīng)理陳安寧的回答是：“從技術(shù)上講，無論是底盤、動(dòng)總還是安全這些具體的技術(shù)，我認(rèn)為部分中國品牌已經(jīng)做好了準(zhǔn)備，完全不弱于合資品牌。”
Although modernautomobile industry is always dominated by western countries, can Chinesebrands only be followers? Chen Anning, GM of Chery Automobile Co., Ltd,responded: “Technically speaking, I think Chinese brands have been wellprepared, not weaker than joint venture brands at all, no matter in chassis,power assembly, safety, or other specific technology.”
奇瑞“WWW+計(jì)劃”中，第三個(gè)W詮釋為Wired ，智能互聯(lián)，引導(dǎo)新時(shí)代生活方式。奇瑞在產(chǎn)品戰(zhàn)略上，將始終以用戶為中心，繼續(xù)保持技術(shù)領(lǐng)先，保持新能源發(fā)展的優(yōu)勢(shì)，重點(diǎn)突破智能互聯(lián)技術(shù)，為客戶提供一種“新時(shí)代智能互聯(lián)的生活方式”。
The third W in Chery’s “WWW+ plan” refers toWired, in detail, Wired intelligence and guiding the life styles in the newera. As for product strategy, Chery will always be centered on customer,continuously keep the technological precedence and the advantage of new energydevelopment, put emphasis on breaking through the technology of wiredintelligence, thereby providing customers with a kind of “l(fā)ife style in the newage of intelligent cars”.
事實(shí)上，智能互聯(lián)、新能源或?qū)⒊蔀樽灾髌放啤澳嬉u”國際大咖的一種可能。在今年的法蘭克福國際車展上，奇瑞與雷克薩斯等豪華品牌以及歐洲主流品牌同館展出，這對(duì)中國品牌來說是個(gè)極大認(rèn)可，許多歐洲同行也對(duì)奇瑞EXEED產(chǎn)品給予了很高的評(píng)價(jià)。尤其是當(dāng)奇瑞EXEED TX展車全球首發(fā)亮相時(shí)，連一向苛刻的歐洲權(quán)威媒體和觀眾，也發(fā)出“incredible！ ”的驚嘆。EXEED TX不僅在外觀設(shè)計(jì)、動(dòng)力、平臺(tái)等技術(shù)上具備了與外資品牌同臺(tái)競(jìng)技的實(shí)力，還將搭載全新的智能系統(tǒng)，運(yùn)用人臉識(shí)別、智能語音、增強(qiáng)現(xiàn)實(shí)等“黑科技”，具有智能互聯(lián)的優(yōu)勢(shì)。而EXEED這個(gè)高端產(chǎn)品系列本身，也將成為奇瑞未來開拓歐洲市場(chǎng)的先鋒。
As a matter of fact, wiredintelligence and new energy may become a possibility for self-owned brands to“counterattack” international giants. In this year’s Frankfurt InternationalAuto Show, Chery was exhibited in the same hall as Lexus and other luxuriousbrands and European mainstream brands, which is a tremendous recognition forChinese brand. Many European peers also appraised highly for Chery’s EXEEDproducts. Especially, when Chery’s EXEED TX show car debuted globally, thealways-tough European authority medias and audiences also exclaimed“incredible”. EXEED TX not only possesses strength comparable with foreignbrands in exterior appearance design, power, platform technologies, but also isequipped with many “advanced technologies”, such as, face identification, smartvoicing, enhanced reality and so on, thus having the advantage of wiredintelligence. EXEED, this high-end product series, will also become the pioneerof Chery to tap European market in the future.
人們漸漸發(fā)現(xiàn)，中國汽車品牌除了在外觀設(shè)計(jì)、品質(zhì)性能等方面令人刮目相看之外，得益于國家政策的支持，在新能源、智能互聯(lián)技術(shù)方面甚至是領(lǐng)先于外國企業(yè)的。負(fù)責(zé)歐美市場(chǎng)EXEED業(yè)務(wù)拓展的Lorenz Glaab在發(fā)布上表示，未來，針對(duì)歐美成熟消費(fèi)市場(chǎng)的能源升級(jí)大環(huán)境，奇瑞將推出更多新能源車型滿足成熟市場(chǎng)的需求。
People gradually find that Chinese automobilebrands not only leave a deep impression in the aspects of exterior appearancedesign, quality and performance, they even get the better of foreignenterprises in terms of new energy and wired intelligence due to the support ofnational policies. Lorenz Glaab, responsible for EXEED’s business developmentin Europe and North America market,stated at the conference that, based on the fuel pressure in Europe and North Americamarket, Chery will provide more new energy vehicles to satisfy the requirementsfrom mature market.
在智能互聯(lián)應(yīng)用方面，奇瑞作為國內(nèi)首家擁有智能底層控制技術(shù)的車企，正在構(gòu)建以用戶體驗(yàn)為核心的智能移動(dòng)出行新生態(tài)。2016年9月，在中國舉辦的世界互聯(lián)網(wǎng)大會(huì)上，奇瑞與百度合作的無人駕駛eQ開展了開放的城市道路狀況下的示范運(yùn)營。奇瑞規(guī)劃了“智能網(wǎng)聯(lián)124戰(zhàn)略”：打造1個(gè)人、車、生活融合的智能互聯(lián)生活圈，建立自動(dòng)駕駛、智能互聯(lián)兩大創(chuàng)新技術(shù)平臺(tái)，分4個(gè)階段實(shí)施，到2020年實(shí)現(xiàn)完全自動(dòng)駕駛。
In the aspect of wiredintelligence application, as the first automobile enterprise in China owing theunderlying control technology, Chery is establishing the new ecology ofintelligence and mobile trips centered on user experience. In the WorldInternet Conference held in China in Sep of 2016, EQ, the unmanned car jointlydeveloped by Chery and Baidu, demonstrated its autonomous driving under openurban road conditions. Besides, Chery formulates “124 strategy for intelligentnetwork”, that is, forging 1 intelligently connected life circle integratingpeople, car and life, establishing 2 creative technology platforms of autodriving and wired intelligence, implementing through 4 stages and fulfillingcomplete autonomous driving till 2020.
“WWW+的加號(hào)，寓意可持續(xù)性、與時(shí)俱進(jìn)和無限可能。奇瑞全球化戰(zhàn)略的未來，要從當(dāng)前一個(gè)中國汽車的國際品牌，變成一個(gè)國際知名的汽車品牌?！痹诤螘詰c描繪的奇瑞全球戰(zhàn)略藍(lán)圖中，飛速發(fā)展的智能化時(shí)代為汽車產(chǎn)業(yè)的發(fā)展提供了無限可能的擴(kuò)展空間。奇瑞作為中華民族的自主品牌，將致力于成為“中國國家名片上的徽章”，為滿足不同市場(chǎng)客戶的需要開發(fā)產(chǎn)品，提供最優(yōu)質(zhì)的服務(wù)?！跋Ｍ嫒鸪蔀橹袊圃旌唾|(zhì)量的代表、中國設(shè)計(jì)和創(chuàng)造的代表、中國品牌和文化的代表、中國智慧和中國力量的代表，成為一張張流動(dòng)在全球城市鄉(xiāng)村、大街小巷的中國符號(hào)。這是我們?nèi)蚴袌?chǎng)戰(zhàn)略的最高目標(biāo)?！?/p>
“The plus symbol in “WWW+” meanssustainability, advancing with times and unlimited possibilities. The goal ofChery’s globalization strategy is to transform the current international brandof Chinese automobiles to a world-famous automobile brand”. In the globalstrategy blueprint depicted by He Xiaoqing, the rapidly-developing intelligenceera provides an expansion space with unlimited possibilities for thedevelopment of the automobile industry. As a self-owned brand of Chinesenation, Chery will be dedicated to becoming “a badge on Chinese state card”,developing products to meet the requirements of customers from differentmarket, and providing the best service. “We hope Chery can become therepresentative of Chinese manufacturing and quality, the representative ofChinese design and creation, the representative of Chinese brand and culture,the representative of Chinese wisdom and strength, also become a Chinese symbolflowing in global cities and villages, streets and alleys, which is the supremegoal of our global market strategy.”
