In mid-2011, the sales company of Kai Rui Automobile will move to Kaifeng, Henan. On December 10, 2010, at the opening ceremony of the fifteenth National Youth Vehicle Model Educational Contest for Chery Automobile's three-circle bulldozer Cup, the relevant person from the Kairui Automobile Public Relations Department disclosed the news. Speaking of the specific reasons for the relocation, the person said that Shandong and Henan have been the provinces where mini-vehicles are sold. Moving to Henan can increase sales of the company's cars in the region. In addition, Kairui Automobile has also established a production line in Kaifeng, and it will be logical to move the sales company to Kaifeng. Kerry Light Truck
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According to industry analysts, another reason for moving is that Kairu Motors has set up a broader product plan. In August 2010, Kerry Motors stated that Kairui has adjusted its product line and will launch light trucks in addition to mini vehicles, and will also publish the entire truck plan at the 2011 annual business meeting. In order to meet future capacity requirements, Kai Rui planned a production base in Kaifeng in addition to its existing production base. According to statistics, in April 2010, Chery Automobile Henan Co., Ltd. Kaifeng production base officially started. The project plans to produce an annual output of 200,000 minicars and 80,000 light trucks and construction machinery and agricultural machinery. The investment in fixed assets will reach 1.773 billion yuan, with a total investment of nearly 10 billion yuan. After moving to Henan, it is easier to plan the marketing of Kairui Automobile.
For the relocation plan, Li Jianguo, general manager of Kai Rui Sales Company, did not deny, but he said that the specific time has not yet been determined. In fact, since the beginning of 2010, the company has been making continuous moves in marketing. In August 2010, Kairui Microcar Auto Sales Co., Ltd. was renamed as Kairui Auto Sales Co., Ltd. The core keywords of its brand promotion were also changed from Kairui Microcar to Kairui Auto. In the area of ​​brand promotion, Kairui Automobile and the Ministry of Commerce jointly held the opening of the Ruirui Automobile into the farm shop and selected sales points in the rural areas to sell it. At the same time, the national car-reserve race of the Kerry Auto Cup is also being launched nationwide.
The data shows that from January to April 2010, the market share of the new microcar brands has increased significantly. Among them, the market share of Kairui has increased by 123%% year-on-year, which is the highest among microcar companies. According to Shang Tao, deputy general manager of Kairui Sales Co., Ltd., the sales volume of Chery mini-vehicles will exceed 100,000 units in 2010, an increase of over 200% compared to the 36,000 in 2009. Li Jianguo, general manager of Chery's micro-vehicle sales company, previously disclosed that it will strive to achieve the sales target of 150,000 units in 2010 and strive to enter the top three in the industry in 2012. Although the target has not been reached, Li Jianguo said that Kai Rui will implement a sound development strategy and sales figures are not the only targets.
At present, Kai Rui has established more than 300 sales outlets throughout the country. The main task of 2011 is to increase the sales capacity of dealership stores. The increase in the number of outlet stores is not the main task. At present, the coverage of the prefecture-level cities by the Kairui Automotive Network has been basically in place. The next step will be to in-depth the county-level cities, and further extend the county-level cities network to the townships to serve as a contact point and display point. It is a good idea to choose a farm shop in China and sell it on behalf of the company. The industry believes that after the Kairui Automobile Sales Company moved to Kaifeng, it relied on traditional mini-vehicles such as Shandong and Henan to sell large provinces. Sales volume is expected to increase further.
Due to the rapid growth in sales volume, Kairu’s business unit has been given important expectations in Chery's commercial vehicle development plan. According to the analysis, the move of Kairui Sales Company to Henan is an important part of the recent internal adjustment of Chery Automobile. Since 2009, Chery has begun to implement a multi-brand strategy and launched four brands, namely Chery, Kai Rui, Rui Wei, and Wei Lin, targeting different vehicle markets. However, some brands have overlapping models and the product line has become increasingly complex and chaotic. Chery's brand image. The series of adjustments made by Kai Rui Motors is an initiative to get rid of this situation. However, moving the sales company to Kaifeng is undoubtedly a big deal for this adjustment, which will have a profound impact on the branding and future development of the company. 
