Xi anguanzhi recruitment

On the evening of February 3rd, 65438+KLOC-0, Changan Automobile announced that it would transfer 50% equity of Changan Peugeot Citroen (Changan PSA) for RMB10.63 billion, and the takeover party Qianhai Ruizhi was a wholly-owned subsidiary of Baoneng Automobile. Peugeot Citroen Asia Pacific also confirmed that it has signed an equity transfer agreement with Qianhai Ruizhi, and the specific amount was not disclosed.

Changan PSA, established on 2011,is responsible for the domestic production of French luxury brand DS. It has never been opened for 8 years, with a cumulative loss of 5 billion. Before entering 2020, Changan and Peugeot Citroen finally left the burden of DS to Baoneng.

This is the second brand acquired by real estate giant Baoneng after entering the automobile industry. In 20 17, it spent 6.5 billion yuan to acquire 5 1% shares of Qoros Auto, which helped Chery unload the burden that had been on it for many years. Now Baoneng has made another move to liberate Changan Automobile.

Baoneng has twice acquired brands that failed in the China market. What kind of chess is Baoneng, who is so keen on forming a "loser alliance"?

Guanzhi has a similar ending to DS, but a different fate.

Qoros can be said to be the originator of high-end brands in China. Now WEY and Link can make such a small achievement, which has been paved before Guanzhi. "The first China automobile brand to win the five-star safety score in the European E-NCAP crash test", "The first China automobile brand to win the German Red Dot Design Award" and "The first China automobile brand to participate in the C-ECAP indoor air quality test and win the gold medal in environmental protection rating", Qoros did let Europeans see the strength of China automobile.

It's just that Guanzhi has gone too far. If you think you can become a Toyota Volkswagen in China, you really get the price of Toyota Volkswagen, but you ignore that your own brand power can't support such a high terminal premium. If you can't make sales increase, you can't get economies of scale to share the huge R&D cost. The cost can't come down and the price remains high. Finally, you enter a vicious circle and drag yourself down.

If Guanzhi is a good card, then DS doesn't have a very good card, and it doesn't play cards according to the rules of China people. Unlike Mercedes-Benz BMW, DS is not a luxury brand with accumulation. It's just a high-end Citroen model. Entering China under the banner of the French President's car, without any brand cultivation period, it was directly made in China. There are indeed many rich people in China, and there are also many rich people who pay attention to accent and pursue romance. However, the small-displacement hatchback obviously can't open the wallet of the rich. DS, which originally planned to sell 65,438+10,000 vehicles a year, only harvested 75,000 owners in eight years, causing heavy losses to Changan and PSA.

Changan and PSA may not give up DS if the global auto market is not in the cold winter, but the reality is that the landlord has no surplus grain for the winter. In the first three quarters of this year, Changan Automobile made a net loss of 2.666 billion yuan, and reducing the burden has become the main strategy at present. In 20 18, Changan got rid of Suzuki's burden, transferred the controlling stake of Jiangling Holdings to Aichi Automobile in 20 19, and introduced four strategic investors to Changan's unprofitable new energy sector. PSA has just "tied the knot" with Fiat Chrysler and is busy combing its many brands. Domestic and Dongfeng brands are still waiting for recovery and have no energy to take care of ds, a money-burning business.

It can be said that the ultimate failure of both Qoros and DS is due to the misunderstanding of the China market and its own positioning.

"Amateur" Bao Neng, can you build a good car without bad money?

It is a new trend for real estate developers to switch to the automobile industry in recent years. Huaxia Happiness, Evergrande and Baoneng have all entered the field of car making. The reason behind it is not difficult to understand. Real estate is a sunset industry and the state encourages the development of the real economy. Automobile industry, especially new energy vehicles, is a strategic emerging industry, which is encouraged and supported by the key. Moreover, the automobile industry is a "fragrant cake" in the eyes of local governments. As a stepping stone, it can solve the problems of real estate developers' difficulty in obtaining land and high land price.

Therefore, we can see that after the real estate developers announced their entry into the automobile industry, the first thing they did was not to build several concept cars like new car manufacturers, but to plan huge production capacity first. Evergrande takes the production base of new energy vehicles as the project, and has successively acquired several plots of land in Guangzhou, Shenyang, Zhengzhou, Lu 'an, Nantong and other cities. In addition to building a production base, it also has supporting residential and commercial land. Baoneng's layout is also very grand. It has successively planned 2.75 million production bases in Guangzhou, Kunshan, Kunming, Guiyang and Xi 'an. Together with the acquisition of Changshu plant150,000 production capacity and the increase of Shenzhen plant's 200,000 production capacity after the acquisition of Changan PSA, the national planned annual production capacity has reached 3 10/00,000.

Of course, it can't be concluded that real estate developers build cars just to get land and money. After all, people have also invested real money and high salaries to dig up talents to form a team, and have formulated lofty goals and detailed strategies. Moreover, who can invest billions of cars now except real estate developers who are not bad at money? For example, Baoneng cashed in from 654.38+054.38+065.438+1October 27th to 654.38+February 654.38+09 in less than a month. Those new car builders don't know how many rounds to ask grandpa to sue grandma for financing.

It is obviously not enough just to have goals and money. I'm used to making quick money, I'm afraid I can't imagine how difficult this tough battle is. After winning Guanzhi, Baoneng quickly set up a new team for it, from recruiting, Wu and Cai Jianjun, and set the annual sales target for 20 18 as 654.38+10,000 vehicles. However, without the support of new products, it is impossible for Shenxian to sell 6.5438 million vehicles, and Guanzhi can only solve the problem by "internal digestion". Baoneng's leasing company purchased a large number of vehicles, and finally sold 63,000 vehicles in 2065.438+08, of which more than 50,000 orders came from Linked Cloud.

Baoneng himself is not satisfied with the result. At the beginning of 20 19, Kazuo Ando was hired from Nissan to form a Japanese senior management team, trying to achieve a breakthrough with the technology and refined management of Japanese cars and quickly reduce costs. However, once again, it is useless without new products. The new product blueprint promised by Qoros to the dealer was delayed, and the old models were not updated in time, which led to the dealer's absence for more than two months when the National Sixth arrived ahead of schedule.

In the second half of the year, Guanzhi finally came up with a redesigned Guanzhi 5S, and also launched a version of "Night Hero" that draws lessons from young people's favorite video game elements. However, the sincerity of "changing skin" is not enough. The outside world is looking forward to seeing a brand-new model debut in 2020, which requires Bao to invest more money in research and development, not just to make small articles in marketing.

What will happen to the DS brand that has just been included in the bag? You also need to draw a big question mark. Changan and PSA both said that they would not give up this brand and would cooperate with Baoneng for a long time. But who has the energy to help others build brands that have been sold? If Baoneng is interested in the luxury attribute of DS brand, then it doesn't have much gold content in China market; If you look at the products, it is obvious that DS models are not suitable for the needs of China people; If we look at the production capacity, Baoneng already has 2.9 million production capacity. Are these 200,000 vehicles still missing?

These questions have to be answered slowly. Of course, we hope that Baoneng really wants to make a name for itself in the automobile industry, and also hope that it can fulfill its promise, "To be a truly responsible automobile enterprise and a national brand with real international influence, is worthy of this title ... at all costs, invest heavily in research and development accurately." At the same time, I hope Bao can understand the truth that building a car is not building a house. Without "quick work" and "quick saving", money and time cannot be saved.

Author: Zhang Chenguang

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