Dai Lei and Bai Teng's \ "Three Degrees of Spring and Autumn \

Dai Lei's departure will tear off its unique label from Baiteng. This kind of pain is not only reserved for this enterprise, but also makes all people who have been involved in it feel dumbfounded, sorry and unwilling, and there is also a sense of sadness that their ambitions are hard to pay.

When the public opinion of right and wrong is intertwined around Baiteng, Dai Lei and Baiteng have been caught in the entanglement between idealized heroism and difficult survival in the past three years. From the chosen son to the lonely river and lake, too many people have tried to give the most timely interpretation of this enterprise.

However, three years is too short. Nanjing has several scenic spots, but Qixia has not seen it.

The "golden age" of China's communication with Dai Lei

Many people don't care to recall what they thought of Baiteng and the two foreign faces beside him-Dai Lei and Bi Fukang-in the summer of 217. However, it is undeniable that this does constitute some innate characteristics of Baiteng, and the focus is on its uniqueness and particularity.

Today, even if he falls in Pingyang, for China automobile market, Baiteng is still a sample worthy of being regarded as the era of new forces building cars. Many years later, these people and things may become the most representative examples to pay tribute to those crazy and unspeakable "Nuggets" years.

The new forces of making cars were collectively unearthed in 217.

in September of that year, baiteng officially launched its brand in Shanghai, and the 5 million-yuan press conference laid the "high-end" background of this new automobile enterprise. Three months later, Weilai Automobile, which spent 8 million yuan to create a sense of ceremony in Wukesong, Beijing, made the whole automobile circle tremble with its superior "Haoheng".

In retrospect, there was no moment that was more "transformative".

people didn't expect that the unchangeable rules of automobile conference were broken. Cars could have been designed as "cross-era", and users were regarded as gods again, which became the key words to define the new form of market transactions.

"The new world shows its sharp teeth, and we will either be swallowed up by it or ride on its neck." Just like this statement, Baiteng and Weilai have "risen from the ground", which has brought unprecedented challenges to the traditional automobile industry.

With the internet, traditional car companies have rushed into the stage of self-examination. At that time, they seemed fearless on the surface, but it was hard to hide their panic. The next three years proved this point: in order not to be bitten by fangs, most people began to make drastic changes on the grounds of "transformation" and tried to build a firewall that was enough to resist foreign enemies. The purpose was very pure, and they had to protect themselves first.

In the summer of three years ago, it was the teeth exposed by Baiteng that attracted the most firepower. People observe this enterprise cautiously and carefully, and dare not make a judgment easily, which can be said to be because it is special or not well understood.

This is the first case in which a foreigner chooses to build a car in China, which is unprecedented.

The so-called China-rooted and global layout, when Dai Lei and Bi Fukang appeared in front of people again as entrepreneurs, the feeling was strange and familiar. However, Dai Lei was very confident at that time. He said that Baten's team was excellent, including China, German and American. It was very international, but the culture was balanced, and it would not focus on one culture.

In this combination, the Germans are Dai Lei, the Americans Bi Fukang and the China people are Ding Qingfen, who are the actual controllers of Baiteng now.

This once convinced many people that Baiteng, with international thinking and global vision, will really become a dark horse and shake the whole automobile circle in the future, and Dai Lei will also become the first foreign entrepreneur in China's automobile market to go down in history.

why not?

There are too many labels on Dai Lei, and every writer who needs to write a manuscript about Baiteng will take pains to mention these facts. Dai Lei is often called "China hand". He came to China in 1998 to study Chinese at Nanjing University, and met the love of his life and started a family in this ancient Qinhuai city.

According to Dai Lei himself, his love for China began in his childhood, and his minor course was Chinese before coming to China. When he had the opportunity to come to China, he did not hesitate.

For Dai Lei, this decision is enough to affect his life.

In p>1998, the Internet wave just came to China, and many computer enthusiasts lined up in the square of Haidian Theater in Zhongguancun, waiting to buy the Chinese version of Microsoft's Windows 98. At this time, Li Bin was 24 years old. He had already established the Antarctic Science and Technology and Science and Paperwork Information Technology Company in Beijing, which was the predecessor of Dangdang, and began to plan the establishment of the automobile website. At that time, in China families, cars were still rare objects, which had nothing to do with the Internet at all. But no one can imagine that after 2 years, it will be turned upside down.

For Daley who came to China from Germany, this land waiting to be excavated and applied has great possibilities. In 25, he joined BMW China and was promoted to vice president of marketing two years later. Although Dai Lei majored in mathematics, it did not affect the 12-fold increase in BMW sales.

in p>213, Dai Lei officially took over Britain and finidi as the general manager of China business department. At that time, the situation of British finidi in China was very bad, and it was gradually marginalized under the strong pressure of Cadillac and Lexus. Under this situation, after Dai Lei arrived with the business card of "China Hand", he gave British finidi a brand-new brand spirit with the marketing idea of "Dare to Love", and then made British finidi famous by betting on variety shows such as "Where is Dad?", which directly brought 15% sales growth to the company within three years.

is this a cow? It should be counted. Later, recalling those years, people once called it? "Dai Lei era".

Dai Lei happened to meet the gold master

However, all the successes that happened to Dai Lei were really inseparable from the fertile soil that China could provide at that time, otherwise, there would not always be people who would cling to Dai Lei's major, "What does a math student have to do with cars?"

However, it is undeniable that Dai Lei has an innate quality of professional managers, whether it is born or acquired. Those brushstrokes and paintings printed on the credit book will not be completely eliminated because of the failure of Baiteng.

He is still the experienced, professional and excellent professional manager. However, as a first-time entrepreneur, Dai Lei is just like the impression that Baiteng gave at first-it is difficult to judge.

Behind this, there are actually more questions and puzzles. How do foreigners start businesses in China? How do professional managers be entrepreneurs? How does marketing become a helmsman? The first point alone is a very difficult thing.

But Dai Lei was something special. He got some opportunities that others didn't get.

His fate with Baiteng actually began in 216. At that time, Baiteng was not called Baiteng, but called Harmony Futeng. This company was jointly established by Feng Changge of Harmony Automobile, Guo Taiming of Foxconn and Ma Huateng of Tencent. Guo Taiming and Ma Huateng have always been famous. This need not be explained too much, but Feng Changge is really not well known to outsiders.

in fact, he is a veritable secret rich man.

Feng Changge originally studied law, but he has been involved in a wide range of industries, including real estate and, of course, his Harmony car. Unlike others, he only sells luxury and ultra-luxury brands. With long sleeves and dancing skills, in 213, Feng Changge successfully sent Harmony Automobile to the Hong Kong Stock Exchange, and three years later, he was ranked 52nd in the automobile industry in the 216 Hurun Global Rich List. ?

Many interesting stories happened before this. In 25, Feng Changge won the first BMW brand authorization in Henan Province and established Henan Zhongdebao Automobile Sales & Service Co., Ltd. This company is the predecessor of the famous Harmony Group in the future, and it is also the starting point of Feng Changge's billion-dollar automobile dealer empire.

During the period of acting for BMW, Feng Changge got to know Dai Lei, the CEO and co-founder of Baiteng. At that time, Dai Lei was the business development director of BMW Greater China. After all, they were old acquaintances.

So after the establishment of Harmony Futeng, Feng Changge immediately thought of two people, one is Bi Fukang, the father of BMW i8 and the vice president of BMW, and the other is Dai Lei. At that time, Bi Fukang served as CEO before Dai Lei and COO after Dai Lei.

Maybe this is the wonder of life, but meeting by chance is enough to change a person's life. When talking about this topic, Dai Lei once vowed: "Harmonious car is definitely beyond the concept of ordinary electric car, and this opportunity is very rare. I know it is difficult to start a business, but if I don't do it now, I will definitely regret it in the future. "

If Dai Lei had foreseen today's results four years ago, I wonder if it would have been so indomitable. However, in the face of that chance, as far as Dai Lei is concerned, choosing to join Baiteng is only a choice for the next stage of life. In fact, this is a necessary question in life, but there is always a risk in "choosing". If it becomes, it will be an unprecedented new force to build a car benchmark. If it fails, it will be a liar who uses PPT to circle money.

This is the essence of public opinion. As the saying goes, winners and losers, no one will sing praises for losers.

Compared with the high spirits three years ago, Baiteng was once one of the new forces that were included in people's minds together with Wei Lai. Persuasion comes from two aspects, one is the star team composed mainly of Bi Fukang and Dai Lei, supplemented by "Montana" from BMW, Tesla, Apple, Google and other enterprises, and the other is the first mass production car M-Byte that is enough to catch people's eyes.

In January p>218, Dai Lei took BYTON? Concept(M-Byte concept car of M-Byte) went to the CES show in North America. On the same day, it rained heavily outside the exhibition hall, and Baiteng's WeChat index reached about 4.13 million, up 34,6% year-on-year. Dai Lei couldn't hide his joy. He told the guest media from all over the country that the strategy of this exhibition was very correct! This has made Batten widely concerned by the United States, Europe and Asia!

In the splendor of Las Vegas, it was the real highlight moment of Dai Lei and Batten. ?

Dai Lei makes cars, and it's an advantage

For many people, it's a pity that M-Byte hasn't been mass-produced. Because at that time, the effect it achieved was "amazing", especially the 48-inch penetrating central control large screen, which was once used as a design reference by first-line luxury brands. In the new models released by various brands in the past two years, there are also many designs that strengthen the "big horizontal screen".

all kinds of things displayed by Baiteng were once considered as subversive operations. For this reason, from the very beginning, this enterprise has set a high tone, and all the payment items related to making cars are not necessarily the best, but they must be the most expensive.

For example, Batten asked Bosch to develop the vehicle controller, and the outsourcing price was nearly 1 million yuan, which was dozens of times larger than that on the market. In the welding workshop, the orange color of KUKA robot is considered ugly, so it is all changed to the custom color of Baitengjin. In China, the cost of making a box of employees' business cards is as high as thousands of dollars, which is more than three times the price of ordinary business cards. In North America, more than 3 people spend more than 7 million dollars a year on office snacks.

Later, some people attributed this "high consumption" to the failure of Baiteng, which is biased. Because Baiteng was not short of money at that time, with abundant funds, it doesn't mean that he did something wrong to make the best quality at the most expensive price and provide generous treatment for employees.

when it comes to the very sensitive topic of money, I wonder if people can still recall the situation when Baiteng raised funds in the B round. In 218, the auto market suffered the most miserable year for the first time, but people who want to invest in Baiteng still flock. Including FAW Group, the leading investor, and Contemporary Amperex Technology Co., Limited, the unicorn of power battery. So far, Baiteng is still the only new car-making force invested by Contemporary Amperex Technology Co., Limited. In addition, there are Tsinghua-based Qidi Holdings and Jiangsu "Belt and Road" Fund.

according to the internal saying of baiteng at that time, it was still time for baiteng to actively reject investors.

why are people waiting in line to get the number plate of baiteng?

ding qingfen, the chief affairs officer, told the story in one sentence: "many investors will see whether the government supports them at present, which will become a very important indicator of whether they vote for you. I am not only talking about China, but also overseas investors."

since baiteng decided to settle in Nanjing, it shows the identity of the "financial owner" behind baiteng-the Nanjing government. Nanjing not only invested in baiteng's equity, but also gave many subsidies, including land and creditor's rights. Baiteng's advanced factory in Nanjing was once listed as a major project in Jiangsu Province, with a total investment of 11.7 billion and a planned annual production capacity of 3, vehicles.

When the Nanjing factory was opened, the secretary of the Nanjing Municipal Party Committee personally made a platform for Baiteng. His original words were as follows: "Baiteng is the son of the Nanjing government, and we should support him for good or bad." With the government guarding the roll, Bai Teng is full of confidence.

There are many reasons. Dai Lei studied in Nanjing, married in Nanjing, and his German status is a living business card for the Nanjing government. Not only the Nanjing government, but also in October 218, Dai Lei won a personal honor-China Government Friendship Award. On the same day, Dai Lei passed the news through a circle of friends, which attracted the envy of countless people.

how heavy is this award? It is the highest award set up by the China government to commend foreign experts who have made outstanding contributions to China's modernization and reform and opening up. This "extra allowance" Dai Lei got by virtue of his special status is unique. In terms of Baiteng, the role played is to "strengthen the confidence of investors, whether at home or overseas."

In this process, Ding Qingfen played an invaluable role.

When Dai Lei was still in finidi, Ding Qingfen served as the public relations director under him, and then started his business in Dai Lei, and Ding Qingfen accompanied him all the way. Before that, Ding Qingfen was the chief reporter of China Daily, who was mainly responsible for government news reports. Nearly ten years' work experience made her accumulate a lot of contacts. It can be said that this kind of government resources has added a lot of aura that other new car manufacturers can't reach.

In the process of dealing with China affairs, Ding Qingfen around Dai Lei is the right-hand man. Like Dai Lei, she has expectations for this enterprise, which is not boastful and pragmatic. In her eyes, "Baiteng can grow up normally and healthily. As long as he doesn't make mistakes and does the right thing, there is no problem."

but no one told them that it is difficult to grow up smoothly. Of course, they don't know it themselves.

In the dispute of "Daibi", Baiteng suffered

Therefore, people who have been paying attention to Baiteng will find that in 218, Baiteng did a lot of things, except making an appearance at CES, completing the Nanjing headquarters, obtaining the production qualification of FAW Huali at a transfer fee of one yuan, introducing round B financing, etc. In any case, it feels that this is a diligent car enterprise that is constantly catching up with the progress to realize the ideal of building a car.

the only thing that raises doubts is that among the dazzling news clues, there is no news about the mass production progress of M-Byte. Prior to this, Baiteng's original plan was to carry out mass production in 218.

At this time, many people still stubbornly thought that "a good meal is not afraid of being late". But in fact, 218 has been recognized as the "first year of delivery" of the new car-making forces. The new car-making forces struggling in the torrent raised their knives and rushed to the next level.