In the past, owning a car was the dream of many people. Many people struggle all their lives to own a car, but in recent years, China's economy has developed rapidly, and many people have bought cars. This is no longer a problem. I believe many consumers have heard the saying: "A certain brand of vehicles was founded by a certain brand." This will upset many riders. What does this mean? In fact, this is actually the "multi-brand" sales strategy adopted by automobile manufacturers. So, today, let's talk about why car manufacturers should adopt this sales strategy! This choice naturally has its advantages. First of all, it can increase market share and meet the individual needs of different consumers. For example, after an enterprise develops a new brand, it can use the original automobile brand to capture the low-end market, and the new brand will realize the so-called brand upward ideal.
The production cost of automobile manufacturers has increased.
However, the multi-brand strategy also has disadvantages, that is, it increases the production cost of automobile manufacturers. Under the multi-brand strategy, the cost of vehicle development, manufacturing, marketing, sales and after-sales will increase, which also increases the management difficulty of manufacturers and brings a lot of uncertainty to the company. It has gradually formed four brand architecture systems of Chery Automobile Co., Ltd. (including Yun Qi, Kerry, Ricky and Lin Wei). Among them, Chery Automobile Co., Ltd. (including Yun Qi) locates the low-end car market; Lin Wei's vehicle is positioned as a mid-to-high-end all-around commercial vehicle, mainly purchased by the government, and Ruiqi's vehicle is positioned as a high-end automobile brand, mainly for successful people? In fact, when it comes to marketing strategy, the multi-brand strategy of Chery Automobile Co., Ltd. works very well. It can be said that in the market where multi-brand strategy is implemented. Chery automobile co., ltd is a successful case. In order to occupy the market more effectively, Chery Automobile Company has implemented a number of brand strategies since 2009, which are mainly aimed at successful individuals, while Kerry Automobile mainly promotes mini-vans for towns and new rural markets.
Chery chooses to disperse R&D resources.
It can be said that their marketing plan is very comprehensive. According to relevant surveys, Chery Automobile Co., Ltd. developed 142 models in 201year. The scattered R&D resources make Chery Automobile Co., Ltd. have more products. Moreover, in 20 13, Chery Automobile launched several products with very high sales volume, such as Tiggo 5, A4 and Xinqiyun 2, all of which are brand models of Chery Automobile.
Xingtu brand enters the market
In recent years, Chery Automobile Co., Ltd. has established a number of automobile brands, such as Xingtu and Jietu. Many riders have said that Chery Automobile Co., Ltd., which is naturally fond of tossing, seems to be on pins and needles. As we all know, in 20 19, Chery Automobile Co., Ltd. also launched a brand-new sub-brand-Xingtu. Different from the previous brands, Starway caters to the current market trend, focusing on the SUV market and positioning itself at a relatively high end. It can be said that this brand has attracted the attention of many young people.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.