This article comes from WeChat public account: Zhongxin Jingwei (ID: jwview) , author: Fu Yumei, from the title figure: Figure worm
br br
“Drinking without driving”, cars and wine are regarded as natural “opponents”. Interestingly, the companies that sell alcohol now start to build cars. Recently, Wuliangye spent 2.491 billion to acquire the new model “Hyunjie” of Kay Wing Motors, which officially announced the success of the car.
The reporter noticed that not only the liquor company Wuliangye, but also recently Sony, Skyworth, Gree and other home appliance companies have begun to join the game. This tide of “cross-border” car construction caused by real estate developers has intensified. With the overall downturn in the domestic and even global auto markets, why are companies still keen to “make money” to build cars? Is it “doing nothing” or is there another reason?
Wuliangye built a car, netizens teased that the amount of alcohol was not good and did not dare to drive
On December 24, a compact SUV called “Hyunjie” was officially rolled off at the Yibin plant of Kaiyi Motors. It is understood that the new car will go on sale in the first quarter of 2020. The car is not only the first mass production model of Kaiyi Yibin Smart Factory, but also the first brand-new model after Wuliangye entered the main Kayi automobile.
Image source: Kaiyi Motors official website
Public information shows that at the beginning of 2018, Wuliangye bought a 51% stake in Chery Group ’s Kay Wing Motors at a price of 2.491 billion yuan, and then began the road to building cars. However, the cars produced by Wuliangye have always had a high degree of coincidence with Chery. Some netizens even ridiculed that apart from the different car logos, other cars are no different from Chery.
In addition, because Wuliangye is a wine-selling company, and the car and wine have an opposite relationship, Wuliangye has also produced various paragraphs by netizens, such as “Designers do n’t drink less when designing this car logo.” “Driving this car on the road, is it right?”
Fun ridicule, how good is Wuliangye’s car construction? Automotive industry analyst Zhang Xiang told Zhongxin Jingwei (Wechat: jwview) , Wuliangye did not start with a “white paper” . “Wuliangye chose to acquire Chery’s Kaiyi, which is also fancy Chery’s car manufacturing background. Therefore, it has a certain foundation to start, and the level of produced cars will not be too bad. However, Kaiyi originally belonged to Chery among the edge brands, Wuliangye The pressure is not small, “he said.
It is worth noting that Kay Motors ’sales performance in recent years has been far below expectations. Data show that the sales of the Kaiyi brand in the first November of this year were only 14,800 units, far from its target of 61,700 units at the beginning of the year.
The tide of “cross-border” car-making by real estate companies
In fact, “cross-border” car building is nothing new. The first to cause this wave or a lot of real estate companies. According to incomplete statistics from the reporters from China and Singapore, In recent years, Evergrande, Baoneng, Country Garden, Huaxia Xingfu, Wanda, R & F and other housing enterprises have entered the automotive industry. Real estate leaders who are not “bad money” often obtain car manufacturing qualifications through acquisition or investment.
On November 12, 2019, the Evergrande New Energy Automotive Global Strategic Partner Summit was held in Guangzhou. Chairman Xu Jiayin said that Evergrande’s new energy vehicle investment budget is 45 billion yuan in three years, and Evergrande’s first car —— “Hengchi 1” will also officially debut in the first half of 2020. It is reported that, so far, Evergrande has invested nearly 30 billion yuan in Faraday Future, NEVS, Shanghai Cana New Energy, Tate Mechanical and Electrical Co., Ltd. and Guanghui Group in the layout of car manufacturing.
Since December 2017, Baoneng Automobile spent 6.5 billion yuan to acquire 51% of Qoros Motors, and this year it took over 1.63 billion yuan.Changan PSA 50% stake. Chairman Yao Zhenhua once stated publicly that he will strive to build Baoneng Automobile into an automobile group with strong competitiveness and international influence in 10-15 years.
At present, in addition to housing enterprises, companies from all walks of life are competing first to enter the bureau, especially in the electrical industry. In early December last year, Kawo Automobile announced its new brand “Tianmei Automobile” in a low profile, announcing that its first product is an SUV model, which will be launched in two years. And The founder of Kaiwo Motors is Huang Hongsheng, the “home appliance leader” who founded Skyworth TV Empire in one hand .
Dong Mingzhu, chairman of Gree Electric, also has a long history of making cars. In August 2016, Dong Mingzhu personally invested 1 billion yuan in a 22.39% stake in Zhuhai Yinlong New Energy. In August last year, Dong Mingzhu led Gree Electric to reach a strategic cooperation with Weimar Automobile. In the same month, Gree Electric joined hands with a number of companies to invest in the establishment of Guochuang Energy Internet Innovation (Guangdong) Co., Ltd. Dong Mingzhu served as the legal representative and chairman of the new company.
Not long ago at the 2020 CES show in Las Vegas, the Japanese technology company Sony held a special press conference, released its first pure electric concept model Vision-S, and officially announced its entry into the Car circle. ”
Cross-border car construction staged “not bad money”, what is it?
In recent years, with the favorable policies of new energy vehicles and the expansion of the market structure, a number of so-called “new forces for car construction” have emerged. And many new power car companies have fallen on the financing dilemma before they have achieved mass production. The “cross-border” companies listed above are, in fact, “not bad money.”
However, many people in the industry point out that There is a common problem in “cross-border” vehicle building: a lot of money is invested, but the thunder is loud, the rain is small, and there are not many companies that can launch mass production models. In addition, although the “cake” of the auto market is large, it has also fallen into a downturn in the past two years. Production and sales have continued to decline, but companies are still rushing to catch up, even at the expense of “cross-border”. Is this “doing business” or is there another plan?
Photograph in the new warp and weft map
In the view of well-known economist Song Qinghui, in the context of the encouragement of the development of new energy vehicle industries by local governments, giant companies from all walks of life are keen to “make money” to build cars. “. “On the one hand, land acquisition through car construction can be distributed across borders, on the other hand, it also solves the problem of difficult and expensive land acquisition. For example, if real estate developers enter the car collectively, their real purpose is likely to be borrowed from car construction Geo-money. “
“The automobile industry has a large volume and a long industrial chain. For local governments, they also hope to stimulate the development of the local real economy and employment. The landing of the automobile industry must also be supported by land and funds, and enterprises must develop and build cars. Shi also has the advantage of striving for resources, especially for companies that have financing capabilities themselves. “Pan He Lin, director of the Digital Economics Research Institute of Zhongnan University of Economics and Law, said that Xiangxiang Zhongxin.
In terms of Wuliangye listed above, the company is located in Yibin City, Sichuan Province, and its car manufacturing business has also received strong support from the local government. After Wuliangye bought shares, Kaiyi Automobile’s first action was to build a factory in Yibin. The first phase of the factory covers an area of 973.3 mu, with a total investment of 3.7 billion yuan and a planned annual production capacity of 150,000 vehicles.
However, building a car is not a business that can be “smashed”. Song Qinghui believes that car manufacturing is a traditional industry known for technology, talent and scale effects, and capital is only one of them. Compared with traditional big-name car companies that have been accumulated for decades or even hundreds of years, some new car building forces in China still need to slowly accumulate and settle. This is also the main reason why there are so many failures and few successes.
Zhang Xiang said that financing ability can be said to be the most critical factor in the early stage of car construction. Most of these “cross-border” companies have this advantage. “The previous ‘PPT car-building’ story was very exciting, but the financing did not progress, so there was no way to advance. However, the car-building industry is a very high threshold industry, and the investment and risk are very large. Enterprises are facing greater pressure. Now the automotive industry is already facing the problem of overcapacity, and companies are still rushing to cope, or they will deal with a series of competition and elimination crisis. “
This article comes from WeChat public account: China Newcomer (ID: jwview) < / a> , author: Fu Yumei