Talking with the "workers" of Baoneng Automobile, Baoneng can build a car: it's not bad money, but it doesn't understand.

1 1 month, eventful autumn, a lot of things about Baoneng.

On the 8th, in the ancient city of Xi 'an, Baoneng Automobile Group announced the completion and commissioning of the new base factory, and ushered in the off-line of the extended-range electric vehicle (REV). On June 16, it was announced that an automobile software company was formally established, named as Qianhai Qijian Technology (Shenzhen) Co., Ltd. It is reported that in addition to the Shenzhen headquarters, Beijing Branch, Shanghai Branch, Chengdu Research Institute, Nanjing Research Institute and several domestic and foreign R&D branches will be established.

Speaking of R&D, it is reported that the R&D team of Baoneng Automobile currently has nearly 10,000 people, and it will increase to 50,000 people in the next five years-twice the number of SAIC R&D employees in 20 19.

Baoneng Automobile's successive big efforts also lie in the expansion of direct stores. At present, more than 800 direct stores have been publicly reported, and the goal is to lay out 1 0,000 direct stores nationwide. This speed and quantity are amazing, but what does a direct store mean? I believe that people who have dealt with dealers understand.

Baoneng's move can be called the industry's contrarian torrent. The author contacted several friends close to Baoneng Automobile to understand the truth and tried to piece together a business logic that could explain himself.

Direct store expansion: Choose a good store rent for 5 years, the employees belong to Baoneng, and there is no need to find social investors.

The expansion of the store is the first thing I gossip about.

A friend told me that he joined Baoneng Automobile about three months ago and was responsible for the construction of direct stores. At present, 12 stores have been developed in his city, with the target of 27 stores and 20 guaranteed stores. The building standards of storefronts are not much different from those of traditional passenger car enterprises, and they are also divided into 4S (about 4S (2000 square meters), 3S (about 3S (1000 square meters) and 2S. Generally, if you choose a good location, you will apply to the headquarters for signing a lease. At present, the lease is basically five years. "short rent is impossible, because you have to consider the cost of decoration." According to his observation, all the shops that have signed contracts are paying at the normal pace, which is very smooth.

Compared with the previous work in a traditional car company, the first difference of Baoneng's model is that it is not necessary to look around with an investment manual to persuade the boss to invest; Moreover, the approval of the establishment of the store, the headquarters audit mainly lies in the financial and regulatory aspects, and will not care too much about the location and scale. Of course, the executive level still needs to control costs according to market conditions. Because it is directly operated, there is no complicated storefront subsidy policy, and there are no various requirements such as multi-party bundling inventory, sales volume and marketing promotion.

This friend thinks that there are two reasons for engaging in the direct mode. First, Baoneng has money and doesn't need to pull the social boss's funds to open a shop together. Second, as a new brand, it is difficult for traditional dealer owners to get involved-so just do it yourself. The advantage is that you can control 100%. If you need to transfer the network in the future, you don't have to argue with the bosses.

Where did the sales team come from to open such a large-scale store? He told me that Baoneng Automobile has set up a recruitment manager in every province and region, which will cooperate with the team structure. Recruit the store manager first, which is equivalent to the professional manager of the store, and then recruit the grassroots employees. Everyone's entry process will follow Baoneng Group.

I asked, "Who is responsible for the profit and loss of this store?" According to his understanding, the main responsibility of course lies with the store manager, but there is no clear sales task at present. It is generally recognized that it is normal for car 4S shops to wait for 3-5 years to make profits, and the headquarters should accept this rhythm; Of course, it depends on whether the products of Baoneng Automobile can be promoted as scheduled.

Talking about this, I directly expressed my incomprehension: "Everyone knows that automobile manufacturing has a large investment and a long return period. What do you think Baoneng Automobile relies on for profit? " This friend said that things of this level are hard to say and unclear as ordinary employees. Before joining the company, I also had some knowledge about the background of Baoneng Group and Baoneng Automobile. "As a holding group, Baoneng has made a lot of investments in the automotive field, involving many auto parts. Coupled with the normal promotion of the direct store model, logically, I can only understand that Baoneng Automobile wants to connect the entire industrial chain, but it does break the traditional gameplay of the automotive industry."

Finally, he asked me to help him pay attention to the store information, and I must contact him when I have free resources.

Brother R&D: "Not bad, at least no one wants me to sell my house now ..."

Regarding the R&D port, the author contacted two engineers working in Baoneng Automobile. To my surprise, although they are in the R&D department, they are also very concerned about the construction of Baoneng Auto Direct Store. One of the senior engineers expressed a hidden worry: "Although there is no bad money, there is no dealer boss's participation and no risk-taking mechanism, and the operation decisions are all decided by Baoneng. Do you have to rely on yourself? " Although he has not been employed for a long time, he already knows that he will help the company sell a Qoros car next year after he becomes a full member.

The engineer worked in the R&D department of a large automobile group for eight years, and then transferred to the design work belt project. This year, he left his hometown and joined Baoneng in Shenzhen, largely because Baoneng could provide him with middle-level management positions and a relatively satisfactory annual salary. But for the time being, he doesn't understand the profit point and high-end support point of Baoneng Automobile.

Baoneng Automobile was listed in March 2065438+2007, and currently has three major vehicle production bases. Xi 'an's new base is a self-built factory, while the previous Changshu manufacturing base in Jiangsu (production Guanzhi) and Shenzhen manufacturing base (former Chang 'an PSA manufacturing base) were acquired through mergers and acquisitions, and the production capacity of the three bases reached 600,000 vehicles.

To tell the truth, real estate-related enterprises will be questioned as "enclosure" even if they just touch the automobile industry with their little fingers. The government grants land, the car company builds a factory, and then the apartment can be developed around the factory ... This is a very normal operation, but when we talk about this topic, even if we follow this clue, it is difficult for ordinary people to understand this account-which is more important, the so-called real estate benefits next to the factory or the current investment in various aspects of the automobile industry? It's a long story "what Bao can't understand is that he is really investing in cars ... we don't know if the company knows. The cost of making a car may be higher. "

According to him, at present, the research institute located in R&D has made some changes on the basis of the product research and development process with reference to many Guanzhi. Generally speaking, there is no difference between traditional large car companies. At that time, Qoros insisted on active automobile research and development with reference to the international development process, which once became a beautiful talk in the industry. This is reasonable in theory, but it is certainly time-consuming and expensive. However, according to the information they disclosed, in Baoneng's multi-brand product strategy, the promotion of high-end electrified brands is the most smooth.

Another engineer who participated in the project has been in the business for a short time, but in the past two years, due to the influence of the big environment, he has changed three jobs, and the last one is Evergrande Automobile. He smiled helplessly: "Bao can probably feel better!" " Although I didn't see any sales in the company, my salary is paid normally and my insurance is well bought, and I didn't force me to sell the house. "

If you can cross it, what you want to see most is the Baoneng car in three to five years.

Is it really poverty that limits imagination? Maybe! Another difficulty lies in how many new cars can be absorbed by China automobile market at present.

China Auto News recently published a report, "Why don't zombie car enterprises die?"? Among them, several sets of data were shared: "By the end of 20 19, there were 128 automobile enterprises with passenger car production qualification in the catalogue announcement of the Ministry of Industry and Information Technology, but only 15 enterprises with capacity utilization rate exceeding 80%, and 36 enterprises had no sales for 20 19 years". "Some experts estimate that the total production capacity of cars built and under construction in China has reached more than 60 million, which is 1 times of the current annual sales of less than 30 million cars in China"-the production capacity is already surplus, but the production qualification is still very fragrant, involving local economic interests, and it can still attract all kinds of gods to "get on the bus", which can be said to be wave after wave.

In an interview with the media, Mingjun Otani, executive vice president of Baoneng Automobile Group, was questioned. He said, "Baoneng Group has high-end manufacturing, international logistics, comprehensive development and people's livelihood services. Every section of Baoneng has been intensively cultivated and done very deeply. No business is small. We decided to enter the automobile industry in the same way, and resolutely invested heavily in R&D and sales network. , reaching hundreds of billions of dollars. " He also predicted, "Although the automobile market in China is not very good in the past two or three years, I am not worried about the future. In fact, in such a big environment, many OEMs are reluctant to invest. If we take this opportunity to invest, it is also a good opportunity for us. "

Who is handsome otani? He is the former general manager of Dongfeng Nissan, the former executive director of Nissan, and the head of Nissan's global electric vehicle battery department. 1980 joined Nissan and worked in the automobile industry for 40 years. When he joined Baoneng, he said: The last job in life must be interesting. Indeed, the scene of Baoneng Automobile is unparalleled. At the same time, he also admitted that brand accumulation will take at least ten years.

In addition to Otani Mingjun, in the past two or three years, many big coffees have appeared in the list of senior teams of Baoneng Automobile. For example, Cai Jianjun (20 18) left Baoneng to serve as vice president of BAIC and secretary of the Party Committee, executive director and general manager of BAIC Sales Company; Former Executive Vice President of Aichi Automobile; Now he is the deputy general manager of Geely Automobile Group Sales Company), and then Zheng Zhuang (the former general manager of Geely Automobile Geometry Brand Sales Company, now the general manager of Baoneng Automobile Sales Company). ...

As an ordinary worker in the automobile industry, limited by the pattern, even if he is puzzled by this new car-making species, he can't help but pay the monthly repayment bill. In 2020, so difficult and turbulent, it is better to have a Baoneng car than not to have a Baoneng car. At least one more job opportunity-maybe Baoneng car is really that subversive existence? In other words, is it worthwhile to understand the work of people in this bureau?

Hey, did you find that Bao can not only make cars, but also sell vegetables? Can the treasure downstairs in your house be fresh?

After asking for a circle, the author did not get a very exact logic. I can only say: I know you have money, but I didn't know you were so rich.

Pay attention to the car industry, talk about cars, play with cars and talk about cars together!

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.