11月11日，奇瑞汽车股份有限公司在京发布了“WWW+计划”，宣布开启奇瑞智能化新时代的全球市场战略。作为这一战略大棋局上的重要落子和实际行动，奇瑞汽车和巴西最大的汽车制造与销售商CAOA集团现场签署了战略合作协议，双方将在研发、制造、采购、销售等领域深度合作，共同强化奇瑞品牌在拉美地区的影响力。
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.
发布会现场，支撑“WWW+计划”落地的奇瑞全球化营销团队重磅亮相。团队由奇瑞汽车副总经理、负责市场与营销模块的何晓庆领衔，奇瑞国际公司总经理潘燕龙、国内营销公司总经理贾亚权、负责欧美市场EXEED业务拓展的Lorenz Glaab共同组成，形成全球市场同步推进的强大合力。
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.
正值奇瑞汽车成立20周年的重要节点，作为连续14年保持中国乘用车出口第一的领军者，首次发布全球市场战略的奇瑞获得行业内外、社会各界、海内外媒体的高度关注。巴西驻华大使Marcos Caramuru De Paiva，阿根廷、乌拉圭等驻华使领馆代表，以及现场400多家国内外媒体，共同见证了这场规模盛大的战略发布会。
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.
“汽车正面向一个良性健康发展的新时代，智能绿色发展的新时代。面向新时代，奇瑞制定了WWW+计划“，何晓庆现场为大家阐释了WWW+计划的内涵。它是一个集全球智慧（World Wide Wisdom），合作共赢（Win-Win）,智能互联（Wired）的计划，加号Plus寓意可持续性、与时俱进和无限可能。
“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” 做中国名片
Gathering “global wisdom”, forging Chinese Namecard
奇瑞“WWW+计划”中，第一个W诠释为Wisdom，集全球智慧，扬中华文化。纵观世界各国汽车工业的发展，所有国际汽车巨头无不受益于市场全球化，参与全球市场竞争和实现品牌国际化也是国内汽车企业发展的必经之路。自2001年第一辆奇瑞汽车走出国门，截至目前奇瑞累计出口销量超过130万辆，占同期中国乘用车出口的30%。今年以来，奇瑞出口已超过10万辆。平均每5分钟，奇瑞就多了一位海外用户, 在全球，每0.75分钟就会增加一位奇瑞用户。
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.
从拉美到中东，从极寒冰雪之地到酷热的沙漠戈壁，当奇瑞的滚滚车轮奔驰在海外80多个国家和地区的时候，也同时传播了中国的文化。无论是抢抓国家“一带一路”战略机遇，还是率先探路欧美主流市场，奇瑞始终以开放创新的心态整合全球资源，将企业智慧与中国伙伴的智慧，与全球合作伙伴的智慧有机融合在一起，打开了自主品牌国际化的新方式。
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.
“布局全球市场，我们不仅要'走出去’，更要'走进去’、'走上去’。”奇瑞汽车副总、国际公司总经理潘燕龙在战略发布会上简要介绍了奇瑞的海外布局规划。在2013年以前奇瑞已成功地“走出去”，以发展中国家为切入点，把握贸易机会，开拓海外市场。2014年到2020年，奇瑞将“走进去”，积极布局新兴市场，实施主动的规划和管理，促进营销能力提升，推动品牌建设。到2020年以后，奇瑞将“走上去”，完成全球布局，全面实施品牌战略，成为具备全球竞争力的国际一流品牌。
“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.
当很多车企的出口还停留在商品贸易阶段时，“善谋全球”的奇瑞正悄悄由“市场经营”向“全球化经营”转变。从单纯的产品输出升级为包含产品、技术、品牌和文化在内的多元化输出，奇瑞希望成为海外消费者心目中时尚、年轻的品牌，成为中国汽车工业在全球的一张“名片“。事实上，在部分海外市场，奇瑞已经成为中国汽车工业的代表之一。在国务院新闻办指导主办的2015年和2016年度“中国企业海外形象20强” （“一带一路”和中东欧）调研中，奇瑞位列装备制造业第一，是唯一入选的汽车制造企业。
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.
整合全球资源实现合作共赢
Consolidate global resource, realize win-wincooperation
奇瑞“WWW+计划”中，第二个W诠释为Win-Win，以开放的胸怀整合全球优质资源，实现合作共赢。奇瑞希望在市场战略上，充分尊重合作伙伴，以开放的心态与行业内外、国内外各方展开全面的技术、资金与资源合作，携手打造全球生产与营销网络，提升品牌知名度与美誉度，实现全球化格局下的合作共赢。
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.
奇瑞汽车此次与巴西CAOA集团的签约合作生动诠释了“全球共赢合作”。双方计划组建联合团队，充分利用双方的研发、产能、渠道等优势资源，持续增加在巴西资金投入和资源投放，共同强化奇瑞品牌在巴西的影响力。双方还商定，未来几年每年将在巴西市场投放2—3款高度符合巴西消费者需求的奇瑞新产品。
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.
随着奇瑞全球生产和市场布局的展开，越来越多世界一流公司“小伙伴”的名字，都将出现在奇瑞合作伙伴的名单上。奇瑞目前的国际化供应链体系中，直接合作的全球500强零部件企业达到60家。奇瑞还与近20家世界500强企业开展了合资合作，涉及发动机技术、新材料技术、信息技术、汽车电子、内外饰、汽车照明等汽车产业链上下游的诸多领域。
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.
供应商、经销商、用户、战略投资人……都是奇瑞希望合作共赢的伙伴。奇瑞汽车副总经理、营销公司总经理贾亚权在介绍国内市场和品牌发展路径时，也特别提到要“坚持协作共赢的合作理念”，建立更科学的盈利模式，打造全流程的区域营销体系。要以客户利益和核心，让经销商盈利，用真诚的态度让客户无忧，用专业的服务让客户信赖。
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.
发布会现场，营销公司总经理贾亚权还正式宣布2018款瑞虎7（MT版）携38项品质升级全新上市。按照国际一流正向体系开发、全球供应链配套生产的瑞虎7，继2016年在中国市场首发之后，已陆续在伊朗、智利上市，未来还将登陆埃及、中东等其他市场，是一款名副其实的“全球车”。
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”.
聚焦智能互联引导生活方式
Focus on wired intelligence, guide life styles
虽然现代汽车工业一直由西方主导，但中国品牌是否只能做亦步亦趋的追随者？奇瑞汽车股份有限公司总经理陈安宁的回答是：“从技术上讲，无论是底盘、动总还是安全这些具体的技术，我认为部分中国品牌已经做好了准备，完全不弱于合资品牌。”
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+计划”中，第三个W诠释为Wired ，智能互联，引导新时代生活方式。奇瑞在产品战略上，将始终以用户为中心，继续保持技术领先，保持新能源发展的优势，重点突破智能互联技术，为客户提供一种“新时代智能互联的生活方式”。
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 “life style in the newage of intelligent cars”.
事实上，智能互联、新能源或将成为自主品牌“逆袭”国际大咖的一种可能。在今年的法兰克福国际车展上，奇瑞与雷克萨斯等豪华品牌以及欧洲主流品牌同馆展出，这对中国品牌来说是个极大认可，许多欧洲同行也对奇瑞EXEED产品给予了很高的评价。尤其是当奇瑞EXEED TX展车全球首发亮相时，连一向苛刻的欧洲权威媒体和观众，也发出“incredible！ ”的惊叹。EXEED TX不仅在外观设计、动力、平台等技术上具备了与外资品牌同台竞技的实力，还将搭载全新的智能系统，运用人脸识别、智能语音、增强现实等“黑科技”，具有智能互联的优势。而EXEED这个高端产品系列本身，也将成为奇瑞未来开拓欧洲市场的先锋。
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.
人们渐渐发现，中国汽车品牌除了在外观设计、品质性能等方面令人刮目相看之外，得益于国家政策的支持，在新能源、智能互联技术方面甚至是领先于外国企业的。负责欧美市场EXEED业务拓展的Lorenz Glaab在发布上表示，未来，针对欧美成熟消费市场的能源升级大环境，奇瑞将推出更多新能源车型满足成熟市场的需求。
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.
在智能互联应用方面，奇瑞作为国内首家拥有智能底层控制技术的车企，正在构建以用户体验为核心的智能移动出行新生态。2016年9月，在中国举办的世界互联网大会上，奇瑞与百度合作的无人驾驶eQ开展了开放的城市道路状况下的示范运营。奇瑞规划了“智能网联124战略”：打造1个人、车、生活融合的智能互联生活圈，建立自动驾驶、智能互联两大创新技术平台，分4个阶段实施，到2020年实现完全自动驾驶。
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+的加号，寓意可持续性、与时俱进和无限可能。奇瑞全球化战略的未来，要从当前一个中国汽车的国际品牌，变成一个国际知名的汽车品牌。”在何晓庆描绘的奇瑞全球战略蓝图中，飞速发展的智能化时代为汽车产业的发展提供了无限可能的扩展空间。奇瑞作为中华民族的自主品牌，将致力于成为“中国国家名片上的徽章”，为满足不同市场客户的需要开发产品，提供最优质的服务。“希望奇瑞成为中国制造和质量的代表、中国设计和创造的代表、中国品牌和文化的代表、中国智慧和中国力量的代表，成为一张张流动在全球城市乡村、大街小巷的中国符号。这是我们全球市场战略的最高目标。”
“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.”
