Viewpoint

In the past week, the circle of friends has been screened by Evergrande News. After investigation, it is found that Evergrande's car-making model is different from traditional brands and new car-making forces, which brings me some profound thoughts on the new energy automobile industry.

0 1? What kind of car will Evergrande build?

core technology

The key to breaking the new energy automobile industry is to master the core technology. However, unlike other car companies that adopt independent research and development, Evergrande has completed the core technology reserve through a series of acquisitions and mergers and acquisitions, with the advantage of shortening the time for building cars.

For example, in battery, we invested in Carnegie, joined hands with Koenigsegg of R&D technology, acquired Dutch e-Traction and Protean in hub motor, cooperated with hofer of Germany in motor and electronic control, and even joined hands with Bentele and FEV of Germany to obtain the intellectual property rights of relevant chassis structures.

Six new cars

Evergrande recently officially released the concept cars of six new cars, covering a variety of models from A-class to D-class, from cars to SUVs and MPVs, achieving full product coverage. The naming of new cars is also simple and direct, that is, Hengchi 1, Hengchi 2 until Hengchi 6.

The positioning of each car has its own emphasis. Hengchi 1 is the world's first pure electric luxury D-class car, Hengchi 2 is a pure electric sports luxury B-class car, Hengchi 3 is a pure electric luxury C-class large SUV, Hengchi 4 is the world's first pure electric luxury MPV, Hengchi 5 is a pure electric A-class city SUV, and Hengchi 6 is a pure electric A-class crossover SUV.

Qualification? +? factory

In addition to products, Evergrande acquired the production qualification of Tianjin Guoneng through acquisition. It is understood that the two production bases currently under construction in Shanghai and Guangzhou have also entered the stage of equipment installation and commissioning.

According to the data so far, the two bases are built according to the Industry 4.0 standard, equipped with 2,545 intelligent robots, using the world's advanced equipment and technology, and can produce 1 car per minute.

02? Where can I sell the cars made by Evergrande?

Having solved the problems of factories and products, the problem facing Evergrande is channel construction. After research, the author suspects that this may become a new channel model that other car companies cannot replicate.

Evergrande had previously invested 65.438+0.449 billion yuan to hold 40.964% equity of Guanghui Group, becoming the second largest shareholder of the company. Guanghui is the largest passenger car distribution and service group in the world. At present, there are more than 800 outlets in China, including nearly 200 ultra-luxury and luxury brand stores.

Therefore, in terms of channels, we still rely on Guanghui and adopt the channel mode of combining traditional dealers with brand experience centers, which can reach customers in popular business districts and solve the problem of after-sales car repair.

03? Who sold the car made by Evergrande to?

I remember Xu Jiayin once said, "Evergrande New Energy will strive to become the largest and most powerful new energy automobile group in the world within 3-5 years, and realize the annual production and sales of 5 million vehicles within 10". Maybe many friends are waiting to see Evergrande jokes. After all, there is no 5 million new energy market.

In my opinion, unlike automobile enterprises, the core of Evergrande mode is the feedback of Evergrande real estate.

First of all, Evergrande currently has many residential areas, properties, massive parking spaces and real owner information in China. After the new car goes on the market in the future, it goes without saying that it is necessary to solve the problem of charging matching in the community, or we can set up a static display area for new cars by virtue of the advantages of the community to solve the sales and after-sales problems, and the owners in the community can directly experience the products and save huge publicity expenses.

Secondly, is it necessary to sell cars outside the traditional thinking? As we all know, Evergrande Real Estate has a promotion season every year, and the discount is amazing. The future business model may not need to sell cars, buy a direct shuttle bus, or buy a car to send a parking space. The business model inside has great potential to be tapped.

Thirdly, the upstream and downstream industries that cooperate with Evergrande Group are huge, such as real estate, finance, insurance, sports, culture and fast-moving consumer goods. No matter for corporate sales or private customers, every industry has huge market potential that can be used and tapped, which is also a wealth that can be used.

Finally, Evergrande may also focus on the concept of "big trip". In addition to the conventional online car rental and financial leasing modes, it is also possible to build a "point-to-point" last-mile commuter car, in which car owners can experience products and bring Evergrande's concept of "big travel" into a closed loop, which has great commercial potential.

04? visual angle

New energy is an industry that burns money. Li Bin, founder of Weilai Automobile, has publicly stated that an electric vehicle enterprise needs at least 20 billion yuan to put into mass production, which is almost common sense in the industry.

Li Xiang, the founder of Li, once said in an interview: "We only have one chance to play cards. If we don't succeed, we will never have a chance to play cards again, even if we get the money. "

As an enterprise with an annual income of 477.5 billion yuan, Evergrande plans to invest 50 billion yuan to develop the new energy automobile industry, which is not too much for Evergrande. If Weilai has formed a closed loop between independent brands and products through services and technology.

Evergrande opened the closed loop of the new energy market in another way through acquisition, merger and cooperation. Its continuous capital investment, the time cost of R&D investment, and even the future sales model all prove that "Evergrande Model" has the potential for success.

The richest people make cars. It's good to have money.

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