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On the evening of June 3, I dragged back to Shanghai after a trip to Chaobian Village in Rongjiang County. The wife's casual sentence "Chery's village super activity this time has become popular on the Internet, and the traffic is full!" "It was a great deal of excitement. In this era of new media, traffic is like a scarce resource, which makes countless people yearn for it, and for auto brands, it is indispensable to pursue both the convergence of traffic and the growth of sales.
As a result, many car companies have established new media centers to build a matrix network of traffic videos. Chery Automobile, as a pioneer of the new media matrix in the automotive industry, has built a huge traffic ecology from the live broadcast of the headquarters to the new media layout at the dealer level. At present, Chery headquarters and Chery dealers have more than 40,000 accounts, and the traffic in 10 hours can reach 150 million exposures. Some topical videos have even broken through the encirclement, with a single account easily garnering 30 million to 50 million views, showing extraordinary appeal.
Behind Chery's traffic, there are no exaggerated words, no exaggerated performances, only unpretentious truth and intimacy: looking back on the past two years, Chery Automobile has either participated in the enthusiasm of "entering Zizi to catch up with the roast", or the cordiality of foreign friends at the booth, or the sincere commitment to environmental protection, or the battery life measurement with the participation of all employees, as well as the trip to the village super with public welfare. At every node of traffic, Chery conveys the cornerstone of intentions, sincerity, enthusiasm and trust, winning attention with positive content, touching every like with resonance, and accumulating credibility with practical actions.
Li Xueyong, deputy general manager of Chery Automobile, repeatedly emphasized: "To do business and sales, we must be upright and innovative." This is not only his personal insistence, but also Chery Automobile's creed - while pursuing traffic, it always adheres to the bottom line of "integrity".
Integrity: Stick to purity in the hustle and bustle
In the contemporary era where money and traffic are paramount, Chery has chosen an extraordinary path - integrity. In the face of various traffic temptations, Chery has always adhered to the right path, whether it is the grasp of hot topics or the creation of content, all of which reveal a rare sense of righteousness and responsibility.
In the summer of 2023, in the football challenge between Chery and Rongjiang Village Super, well-known football players Li Yi and Xu Liang arrived at the stadium to cheer.
This year, from June 1st to June 2nd, Chery visited Rongjiang again, and the "Together and Super Love, Chery Automobile Enters Rongjiang and Qixin Cooperative Cup Charity Football Match" was officially opened. World Footballer of the Year, European Ballon d'Or winner, and famous Italian star Fabio Cannavaro came to kick off the game in person, and the village super charity football match started at the same time, bringing the purest football feast to the audience.
This time, Chery walked into Rongjiang, and in order to implement the strategic cooperation with Murachao in March this year, Chery signed a strategic cooperation with Murachao for public welfare. Jin Yibo, spokesman of Chery Group, said that Chery came to Rongjiang with the "Super" Love Public Welfare Program, and will focus on promoting the "Village Super" volunteer service, "Village Super" cultural construction and rural development, and "Village Super" youth football cultivation The three major public welfare projects will be implemented one after another, among which the Youth Football Cultivation Project will focus on the three public welfare directions of football education infrastructure, education talent training, and reserve talent training, so as to create a sustainable football soil and talent soil for Guizhou's "Village Super".
Li Xueyong, deputy general manager of Chery Automobile, officially launched the "Small Dreams, Big Future" plan with users and media. The program aims to continuously collect the most desired and needed wishes of the children in Rongjiang, and unite users, media and other forces to realize their dreams for the children.
"I want to go to Tiananmen Square to see the flag-raising, I want to travel to Huangguoshu Waterfall and Jiuzhaigou, and I want to go to other places to visit my parents who work ......", at the launching ceremony, in the face of the children's wishes, Li Xueyong sighed, and solemnly promised not only to fulfill the wishes of these children, but also to take them to see the bigger world and realize greater dreams.
Chery's public welfare cooperation with the Village Super League has been upright, and the public welfare platform built by Chery and the Village Super League has brought more expansion to the Village Super Event, as well as more benefits and opportunities for local children.
Innovation: The innovative wisdom of science and engineering men
For Chery, "innovation" is an innovative attitude based on rigor and pragmatism. Different from kitsch grandstanding, Chery's every attempt is based on solid product and technological innovation.
Chery has always had its own strict standards for "innovation", not low-level, not kitsch, not against aesthetics, not against morality, Chery is unwilling to be a shrewd Internet celebrity, more willing to be a bit stupid in the role of a science and engineering man, so it is difficult to say that the innovation of science and engineering men is too advanced and too creative, but every step is very solid and can be trusted.
In fact, in the automotive industry, Chery is the first automobile company to establish a corporate media matrix, and in the era of the rapid rise of new media, Chery has laid out a media matrix and made a new step forward.
Nowadays, many companies also have new media matrices, but how to get traffic? This step is more difficult, and Chery New Media does not rely on thighs or short skirts to obtain traffic, but on more solid event innovation and marketing innovation.
For example, in last year's popular village super event, Chery Automobile was one of the few automobile companies to hold a village super event in Rongjiang, Guizhou, because Guizhou Village Super did not want to be too commercial, and Chery changed its thinking to do public welfare with the village super event; In the last year, the Zibo barbecue exploded, and Chery invited car friends from all over the country to enter Zibo for free to barbecue with the promise of "sincerity and kindness", which was as atmospheric as possible for Chery.
In terms of demonstrating hard core strength, before the launch of Chery Fengyun A8, Chery organized many media to come together to conduct a live broadcast of the battery life from Wuhu to Shenzhen, and the longest range can be driven to 1600 kilometers; Chery Fengyun A8 was listed in Yancheng Voyage Edition, Chery dismantled all the parts and showed them to the world, the materials were kind, the workmanship was real, and all the parts and materials were trustworthy; Fengyun T9 was listed in Beijing, and more than 300 dealers across the country were organized to drive Fengyun T9 to the press conference site, and a fuel consumption test was held, with a minimum fuel consumption of 3.2L, focusing on a real one.
Chery's subsidiaries, including Jietu and Star Era, have conducted crash tests, such as Jietu T2 has been hit by load-bearing wall tests and explosion tests on the market, Fengyun T9 has been hit and dropped and rolled test, and Star Era ET has directly come to challenge the 32-meter drop test the day before its launch.
From the earliest layout of the new media matrix, to the use of the village super event platform for public welfare activities, to the hard-core marketing strategies such as the actual measurement of the battery life of the Fengyun A8 and the public display of parts, Chery's every step seems calm and powerful. Whether it is the pride of inviting car friends from all over the country to go to Zibo barbecue, or the challenge of measured fuel consumption when the model is launched, Chery has interpreted the innovative spirit of "science and engineering men" with practical actions - not to seek exaggeration, but to seek practical results, every step is down-to-earth, and has won the trust and respect of consumers.
Chery's story is a vivid interpretation of the concept of "keeping the right and bringing forth the new". In the business logic of attaching equal importance to traffic and sales, Chery has embarked on a brand development path that is both down-to-earth and full of positive energy with its practical spirit and innovative thinking.
Jointly compose a grassroots counterattack
The combination of Chery Automobile and "Village Super" is not only a simple intersection of two forces, but a common entrepreneurial story about dreams, perseverance and innovation.
The birth of Chery Automobile is an inspirational entrepreneurial epic in itself. In 1997, in a barren land in Wuhu, Anhui Province, China, Chery started from scratch, with the dream and passion for automobile manufacturing, and embarked on a road full of thorns.
In the face of fierce competition and technological blockade in the domestic and foreign markets, Chery has successfully built the first domestic engine with independent intellectual property rights - ACTECO with unremitting efforts and independent research and development, breaking the monopoly of foreign technology and setting a milestone for the independent development of China's automobile industry. This journey embodies Chery people's pure love for technology and their persistent pursuit of sincerity and kindness to the brand, and also shapes Chery's corporate culture of "keeping integrity and bringing forth innovation".
Meanwhile, in the faraway Rongjiang River in Guizhou, a grassroots movement about football is being born. The history of Rongjiang football can be traced back to the 40s of the last century, from the humble stadium on campus to the World Cup dream dug up with a hoe by the river, Rongjiang football carries the love and dreams of several generations.
It is in this context that the "Village Super League" (Village Super League) came into being, which is not only a football game, but also a collection of rural revitalization, cultural inheritance and social welfare. After the 2002 World Cup, the villagers continued their love of football in the most rustic way, connecting the community with football and stimulating the vitality of the local economy and culture.
When Chery met "Village Super", the cooperation between the two was not only a common commitment to public welfare, but also an innovative attempt to cross-border integration of two seemingly unrelated fields. In 2024, Chery's strategic cooperation with the People's Government of Rongjiang County and Guizhou Village will not only bring Chery's technical strength and brand influence to this football hot land, but also perfectly integrate the rigor of the automobile industry with the passion of football through activities such as the "Qixin Cooperative Cup Charity Football Match". Chery takes advantage of its advantages in the fields of new energy and intelligence, not only empowers local sports events, but also actively participates in helping students and farmers, promoting the development of Rongjiang's characteristic cultural tourism undertakings, and demonstrating corporate responsibility and social responsibility.
This cooperation is not only an extension of Chery's entrepreneurial spirit, but also the opening of a new chapter in the "Village Super" football culture, and the two have jointly written an entrepreneurial story about dreams, responsibilities and innovation, showing the world the unique charm and infinite possibilities of Chinese brands and grassroots football culture.
Write at the end:
Chery's traffic password, in the final analysis, lies in two simple but powerful words: sincerity and kindness. In this era of information explosion, Chery did not choose to blindly chase short-term gimmicks, but interpreted the true value of "traffic" with practical actions. Whether it is the super league cooperation in the countryside or the actual user interaction, Chery has always adhered to the right path and linked every ordinary dream and expectation with a sincere heart.
Chery strives to be transparent and truthful in every public welfare activity and sharing every technological breakthrough, so that consumers can see not only a car brand, but also an image of a warm and affectionate member of society. This sincerity is reflected in its unremitting pursuit of quality and continuous efforts to contribute to society; This kindness is reflected in the humility of the market, as well as the deep understanding and response to consumer needs.
Therefore, Chery's traffic story is the accumulation of sincere dialogues again and again, and it is a proof of step-by-step honest action. It tells us: in this era when traffic is king, only sincerity and kindness can cross the boundaries of the screen, touch people's hearts, and achieve irreproducible brand charm.