On June 21, 2026, on the Shantou East Coast, a car life square facing the sea was unveiled.
This is not only a commercial opening, but also the latest achievement of famous Teochew businessmen Wang Laichun and Wang Laisheng returning home to invest, and also a vivid footnote to the Shantou "Teochew Businessman Returning Home Project".
In this new city transformed from tidal flats, the Ruixun Gulf Car Life Square and the first Chery Life Hall in the country are trying to define an unprecedented new landmark for car culture in Eastern Guangdong
This life hall has completely broken the cold transaction logic of traditional 4S stores "selling immediately upon entry". It has turned the 30,000 square meter seaside space into a full-scenario ecosystem field integrating "people, cars, and life".
Here, viewing cars can be a sea view tour, waiting can be a meal of Chaoshan cuisine, parent-child time can be interwoven with tech study.
Chery Automobile Chairman Yin Tongyue revealed the essence: "What today's users need is not just a good car, but a quality, personalized, and happy lifestyle."
He explicitly stated that this life hall is the largest and most fully-featured benchmark of Chery globally, and the "one city, one hall, one feature" layout will be promoted in the future.
This "stress-free discovery" model has completely broken the circle barriers of car consumption, allowing car culture to move from professional to mass public.
For the 15 million overseas Chinese scattered across the globe, the strategic significance of this life hall far exceeds a leisure consumption venue.
Shantou possesses scarce international submarine cable channels and "data processing" pilots, approved as one of the national first batch of "Digital Bonded Zone" cultivation pilots, serving as the digital bridge connecting China and Southeast Asia. This is naturally the "bridgehead" for Chinese brands going global.
Chery's partnership with Shantou is essentially a strong alliance between "Chinese hardcore products" and "Global Teochew Business Networks".
Chery Life Hall is not only a showroom, but also a "home port" and actual scene model room provided for overseas Chinese and potential dealers — overseas Chinese here not only see cars, but can also see a replicable commercial model carrying Chinese lifestyle and brand value.
Chery's confidence stems from its solid overseas performance record.
In 2025, Chery's export sales reached 1.344 million units, accounting for nearly half of total sales, ranking first in export of Chinese brand passenger cars for 23 consecutive years.
In the Southeast Asian market dominated by Japanese cars for decades, Chinese brands are tearing open a gap with new energy as a weapon.
In January 2026, Chinese brands accounted for over 75% of the pure electric vehicle market share in Thailand, and Chery has even jumped into the top three in brand sales.
In Malaysia, Chery, relying on solid workmanship and highly competitive pricing, saw its market share surge, attracting a large number of consumers who originally considered Japanese cars.
Yin Tongyue once said, Chery's globalization cannot just compete on speed, but must rely on sustainable technical capabilities, with the goal of upgrading from "product going global" to "technology going global".
Now, Yin Tongyue went a step further, he hopes to build the Shantou Life Hall into an "investment promotion platform, going global exchange platform", promoting Chinese automotive technology to "go south to Southeast Asia", towards the world.
This highlights Chery's strategic vision of deeply cultivating Southeast Asia — no longer satisfied with selling cars, but outputting brands and lifestyles. The opening of the Shantou Chery Life Hall is not only a milestone in Chery's channel reform, but also a microcosm of Shantou's urban advancement.
It integrates the advantages of the hometown of overseas Chinese, coastal endowments, and cutting-edge consumption formats, providing an observation sample for the globalization narrative of Chinese brands: true going global is letting brand culture take root in a foreign land, and behind this, is the warmth and strength given by this hot soil of the hometown.
