In addition to selling cars and selling red wine flour should Chery cross the border?

Chery is a wonderful work in the industry. It not only sells cars but also sells red wine and flour. Chery Overseas Business Investment Co., Ltd. is responsible for the matter. Its responsibility is to invest in factories, sell cars, and make international trade in Africa and South America.

At the same time, Chery’s abolition of the Cowin Motors Division in early February marked the piloting of the division’s division for two years. Putting together the two messages will inevitably leave outsiders with comments that Chery is not doing well and loves tossing.

Should Chery sell wine? In other words, Chery at this time should not cross the border and engage in sideline activities. Here, I do not want to analyze whether Chery and its joint venture partners have enough political and business resources overseas to support their international trade. They just want to talk about a successful cross-border case.

As we all know, Michelin is one of the largest tire manufacturers in the world. It invented radial tires, which fundamentally motivated the development of the automotive tire industry. At the same time, the reputation and influence of Michelin in the restaurant review industry even surpassed its position in the tire industry, and even chefs committed suicide because their restaurant was reduced from 3 stars to 2 stars by Michelin.

From tires to food guides, the Michelin community is far enough. The cause was very simple. More than 100 years ago, when the Michelin brothers sold their tires, they thought that the users of the tires needed a map when they were driving and they made a travel guide. This is the Michelin Guide, red Bible quoted by self-drivers, which ranks and reviews restaurants and hotels that may be visited by travelers. After decades of hard work, the updated Michelin Guide has become the most prestigious book in the food and beverage industry.

Telling this story is to illustrate that the company is not not cross-border, but it must be quality. Doing tires and making travel guides is consistent in the core spirit of the enterprise. That is to do fine, do a good job, and achieve the industry's leading position. Otherwise, it is not called cross-border but speculation.

There are many such examples. Rolls-Royce is a top luxury car and is also an excellent aircraft engine brand; Peugeot produces cars and also produces pepper grinders; Honda and Toyota are top global in terms of walking robots. These multinational car companies almost all have their own cross-border business. They have succeeded and failed. The factors for success are the same, that is, professionalism, focus and high quality.

Chery’s cross-border investment is not the first time. Chery has been involved in shipbuilding, ports, industrial robots and so on. But the situation is the same as the main business: it is done, but it is hard to say it well.

Not only is Chery, a national enterprise in many industries, but also has an impatient mentality. For instance, Master Kong, who has recently been buzzing, sells mobile phones. The factors that make them successful in making money are flexible and daring. The reason why they are not big and strong is that they are too flexible and dare to do it. In recent years, the development path for many national car companies can be described as trial and error - corrective action - and try again.

Selling wine may not affect the energy of Chery’s main business and even help them earn some money. The famous Toyota Tsusho is also diversified. However, the problem is not whether or not to sell wine, but whether Chery is doing any industry and whether it has to be determined to do it well. Otherwise, it can only be a flexible speculative business.