Geely has recently announced to have a major adjustment of marketing framework. The formal vertical marketing of Emgrand, Gleagle, and Englon will be restructured as region mode, which leads to three regional marketing groups located in north, central and west China under the direction of marketing headquarters 

This has attracted the attention of many experts and media. Chery and BYD adopted marketing distribution channels, so Geely's adjustment this time is considered as an opposite strategy, which is regarded as marketing consolidation.

For that, Liu Jinliang, vice president and sales manager of Geely Holding Group gave a detailed explanation.

Geely's marketing adjustment is not as simple as distribution or consolidation. It is a major change which aims at strengthening Geely's brand strategy. First, Geely pays great attention to brand management and assigns the marketing headquarters to have a unified positioning, management and planning of Emgrand, Gleagle, and Englon. The company is to reposition the three brands in a much more precise manner and this will avoid position disparity of a brand among different regions, and at the same time, give regional marketing groups more freedom in handling specific work, such as itinerary auto show. Second, framework adjustment is beneficial for organization and staff resizing, which in turn will strengthen brand repositioning, Liu said.

Liu illustrated that there were three managers in Beijing, who are in charge of Emgrand, Gleagle and Englon, respectively. Now, one manager would be enough in Beijing for three brands and this mechanism can bring out improvement in brands management. As for marketing channels, no major change will be taken.

Liu denied that the adjustment is a herald of brands consolidation. He said: "Brand planning is a prudent and efforts-taking task. Marketing headquarters is doing a unified planning of the three brands, but market positioning of different brands is not the same. So, brand consolidation is clueless. "