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Just after November, Chery was the first to release the latest sales figures. Chery sold a total of 74700 vehicles in November, up 1.1% from a year earlier and 6.2% from a month earlier, setting a new monthly high for the year. In November, sales totaled 651800, up 6.8% from a year earlier.

For a cold winter period, Chery's growth rate in November is not large, but it is not easy to achieve growth. All brands in the group's automotive sector have made some efforts, such as the sales of shortcut products remain above 10,000. Under the Chery brand, only the new generation of Ruihu 8 and Erize series can reach monthly sales of 10,000 units, of which Ruihu sold a total of 13549 vehicles in August and November, selling more than 10,000 for four consecutive months; Arize sold 12057 vehicles, selling more than 10,000 for three consecutive months.

Compared with its shortcut brand, the Chery brand is slightly inferior. Since its launch, the shortcut has launched five models one after another, and it has taken 15 months to complete the sales scale of 150000 +. Among them, the shortcut X70 has appeared many times in the top 10 list of the domestic SUV market. After all, a medium-sized SUV is located at the price of 6.99-120900 yuan, which is not expensive in the same level, so The performance is quite outstanding for such a new brand.

In addition, Chery Holdings Group's special-purpose vehicles, RVs, logistics vehicles and other products have also increased, with sales of the group's commercial vehicle sector growing by 28.1% from January to November compared with the same period last year.

Although Chery, as a brand with a long history, was founded in 1997, it has slipped from the first-tier independent brand to the second-tier position. even with excellent independent R & D strength, sales are always not optimistic. annual sales are far behind Great Wall and Geely.

To be sure, technology is indeed the core of an enterprise. if a car company does not have excellent independent research and development capabilities, it is bound to be marginalized, such as seahorse, Zhongtai and other car companies, but it is not enough for a car company to have technology. in recent years, both Chery brand and Jetway brand have been complained by many car owners that there are a lot of glitches.

In terms of marketing strategy, Chery seems to be stuck with cheap market positioning, which makes Chery seem particularly keen to create new brands. Now it has created five sub-brands and a joint venture brand, although Ruilin Weilin has disappeared. Kaiyi threw the pot to Wuliangye and Guanzhi Baoneng, leaving only Kairui and the shortcut, but according to the official statement, the shortcut is not an independent brand.

In fact, for independent brands, no matter how many brands are created, they can not get rid of market positioning. Only in a down-to-earth way to speed up product iteration and improve their own comprehensive strength is the starting point of high-end positioning, such as a hundred years of car companies are accumulated bit by bit. Good technology is not a trump card, if the lack of other things, Chery is still difficult to gain a foothold.

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