Evergrande real estate money interception

From "Evergrande Health" to "Evergrande Automobile" and then renamed as "Zhi Ming", Evergrande chose to release six models in one breath, which once again proved that "we are serious about building cars".

(pure electric ultra-luxury d-class sedan? Hengchi 1)

(Pure electric sports luxury B-class car? Hengchi 2)

(pure electric luxury large c-class SUV? Hengchi 3)

Looking back at the history of the world automobile industry, it should be regarded as "unprecedented". At the same time, under the premise of no bedding, it is quite a bit of a "bombing field".

The climax of a new car from preheating to official listing often requires enough marketing cycle, and this marketing rhythm can also be regarded as an "industry rule". Such rules are obviously to be broken by Evergrande.

Evergrande, which brazenly entered the automobile industry two years ago, has been attracting widespread attention in the industry, including questioning.

What kind of road is Evergrande? Is this road ok or not? Will this be a road different from the history of automobile development ... Evergrande, which "does not take the usual road", has aroused more interest than this.

Building a car is getting more and more real.

Before discussing what road Evergrande can take, let's take a look at what the launch of the six models has brought to Evergrande. After all, no matter what road you take, the product quality is excellent, and creating user value is the major premise.

"No matter what mode is used, the user's experience and cognition of the car will definitely be compared with that of the competitors, so there can be no reduction in this point, and the performance must reach the average level or even better." ? Cui Yan, chief analyst of Huaxi Securities Automobile Industry, told First Electric Network.

This time, six models were brought in one breath, and Hengchi Automobile finally took the most important step. Although the specific parameters of the six models have not yet been announced, the six models released this time are all built according to the standards of luxury cars, achieving full coverage of all levels of passenger cars such as cars, coupes, SUVs, MPVs and crossover vehicles, from A to D, the market ambition reflected behind it is self-evident-firmly grasping the eyes of consumers with the ultimate shape.

Obviously, this goal has been achieved.

Many consumers who pay attention to the field of new energy vehicles are beginning to feel that Evergrande's car-making is becoming more and more real.

(Screenshot from the media "Electric Vehicle Users Alliance")

Perhaps in order to let the public deepen this feeling, just a few days after the appearance of six models, Xu Jiayin, Chairman of the Board of Directors of Evergrande Group, visited the news program video of Evergrande's automobile production bases in Shanghai and Guangzhou again.

It is understood that these two production bases, which were first exposed to the public, were built according to the Industry 4.0 standard, and advanced production equipment from Germany and Japan was introduced. At present, the whole line has entered the stage of equipment installation and debugging, and after full production, it can produce 1 vehicle per minute.

"It is definitely not a dream for us to build Evergrande into the largest and strongest new energy automobile group in the world within three to five years." During the inspection, Xu Jiayin said this.

(Xu Jiayin inspects the body workshop of Evergrande Automobile Production Base)

At present, it seems that the more you play, the more you really build a car, which has proved that you have the strength to "build a car", but this is only the first step.

Last June, 5438+065438+ 10, Xu Jiayin mentioned at the Evergrande Global Strategic Partner Summit that "we need technology but no technology, no experience and no experience to build a car, which can be said to be' poor and white', and we should open up a road to build a car that is different from that of car companies all over the world."

Ford and Tesla's two roads

Looking back on the development of automobile industry 100 years, we can see that two roads were born. The first is the road of traditional automobile enterprises represented by Ford.

"Energy Revolution+Engine Revolution" is the foundation of the traditional automobile industry represented by Ford. As a capital-intensive and technology-driven industry, the automobile industry at that time led the market through continuous large-scale investment in power and transmission technology, made profits through large-scale assembly line production and distribution, and provided full-process services by joining the dealer network, which was a main feature of Ford Road. Including Toyota's lean production, is also a way to make many links better under the framework of Ford. This has also created the prosperity of the automobile industry in the past few decades and laid a solid foundation for the automobile industry to become the largest industry in the world.

After a hundred years of development, the leading effect of this model has become more and more obvious. Large monopoly enterprises have been ahead of the times, and it is difficult for subsequent new car enterprises to subvert and expand.

But this situation was broken by another road "Depth Charge" Tesla.

This revolution not only "revolutionized" the life of traditional manufacturing industry, but also spread the fire of revolution to the whole automobile industry chain. The brand-new business model is a subversive change for traditional car companies represented by Ford. It can be seen that under this new model, some new players have the opportunity to get ahead, and these players represented by Tesla have begun to seize the share in the huge global automobile market.

This new road pioneered by Tesla is based on the further improvement of the application of mobile Internet, autonomous driving and communication technology. Under the support of these underlying technological changes, the car has become an intelligent mobile terminal, which is the increment of Tesla's core value to users. Electrification is only appearance. In the foreseeable future, the intelligent electrification road pioneered by Tesla is gradually becoming the mainstream.

Then, for Evergrande with its own "rebellious" gene, will it jump out of the two roads pioneered by Ford and Tesla and embark on a third unique road of its own?

(Pure TV University 7-seat luxury MPV? Hengchi 4)

What is the right path of Evergrande?

As one of the top 500 enterprises in the world, Evergrande has made great achievements in real estate and other fields. Therefore, Evergrande has unique advantages that other new energy vehicle companies do not have. Predicting the future, Evergrande is likely to integrate its own resource advantages, open up "residence" and "business" and realize the joint development of the two industries.

Because Evergrande, real estate and car building are two seemingly unrelated fields, but they are linked together.

But when you think about it, it's not that two fields can't be touched. As an extension of the development of the mobile Internet, the Internet of Everything is coming into our lives, and the first two scenes that are easiest to realize the Internet of Everything are cars and homes.

At the beginning, the name of Li 1.0 version-Che He Jia may have this consideration, but obviously, compared with Evergrande, Che He Jia lacks the "home" puzzle.

At present, the car and home are the most frequent and concentrated scenes in human life except the office, but they are independent. At present, we don't see a company that makes cars and homes intelligent at the same time and connects them. So can Evergrande really become the first?

Let's open our minds and imagine.

According to the financial report data of China Evergrande in 20 19, the real estate sales area of Evergrande group in 20 19 was 58.463 million square meters. According to the calculation of each set 100 square meter, Evergrande * * 20 19 sold 580,000 suites. This means that if two industries are opened, Evergrande's own private domain traffic will be close to 600,000, which is not a small number.

For Evergrande, each community has its own direct property operation, which means that the relationship between its users can reach the family, and theoretically, it can realize 24-hour uninterrupted user interaction. Perhaps Evergrande does not need to build its own store or franchise store like other car companies, but can also provide very personalized and in-depth services. Coupled with the in-depth cooperation with the State Grid, the most troublesome charging problem for consumers will be solved.

"If we can promote the development of such a system and better establish the corresponding interconnection standards between cars and homes, Evergrande will play a huge role in the next subversive development of the entire automobile industry in China regardless of whether the car is built successfully." ? Zhang Junyi, deputy general manager and chief operating officer of Ping An Smart Enterprise, told First Electric Network, "Just like autonomous driving, besides bicycle intelligence, an intelligent environment is needed. As a real estate developer, Evergrande can play a greater leading role, which is also a good starting point for me to enhance the industrial value of Evergrande. "

(a-class SUV? Hengchi 5)

(A-class crossover SUV? Hengchi 6)

If it can be realized, Evergrande's role will change from real estate developer and automobile manufacturer to life service provider, and its service radius and depth will be larger and deeper than other enterprises in the two fields.

Of course, it is difficult to get out of its own way, but in any case, Evergrande's car-making is really getting more and more interesting.

At one time, the traditional car enterprise road represented by Ford and the intelligent road pioneered by Tesla made people more free in time and space. What kind of unique value Evergrande, a "different kind" in the automobile industry, can bring to consumers is worth our constant expectation.

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