Can the more formal luxury lineup of "Evergrande Automobile" win this new energy AFC Champions League?

Who would have thought that Evergrande, which broke its contract in the final of the 20 15 AFC Champions League, changed the team's obedience to "Dongfeng Nissan" into "Evergrande Life Insurance" and paid 24.77 million yuan in compensation for it. Just a few years later, Evergrande, which once became famous overnight, became a healthy Evergrande car.

On August 26th, Evergrande Health announced on the Hong Kong Stock Exchange that the company name was changed from Evergrande Health Industry Group Co., Ltd. to "China Evergrande New Energy Automobile Group Co., Ltd." and the stock abbreviation would be changed from "Evergrande Health" to "Evergrande Automobile". The stock code is unchanged, but changed at 9: 00 am on September 1 2020.

From Dongfeng Nissan's partners to the circle of car friends, such changes are unexpected. Five years ago, who would have thought that Evergrande, which had done well in the real estate industry, would devote itself to automobile manufacturing in the form of a broken wrist and set off a hurricane in the domestic automobile market?

Is Evergrande reliable in building cars?

Evergrande made a car, and from the very beginning, it showed a fierce and swift offensive, both in speed and strength beyond everyone's imagination.

First, speed. Since entering the automobile manufacturing industry from June 2065438 to June 2008, Evergrande has given full play to the advantages of enterprises with more money and quickly opened up the whole automobile manufacturing industry chain through "global procurement".

From the announcement of building cars to the release of product plans, to the simultaneous release of six Hengchi models, and then to the production bases in Shanghai and Guangzhou, the whole line entered the stage of equipment installation and commissioning. It can be said that in just two years, Evergrande has achieved some goals that traditional car companies have not seen in three or five years.

Secondly, look at the strength of Evergrande in building cars. It can be said that the strength of the whole team is paving the way for building a car. According to statistics, up to now, Xu Jiayin's investment in the automobile industry covers almost the entire automobile industry chain, with a total investment of about 35 billion yuan, from vehicle production to battery supply to dealers. In addition, Guangzhou Nansha Base plans to invest 654.38+06 billion yuan, and its total investment scale is close to 200 billion yuan.

In addition, compared with the current timidity of some car companies in advertising, Evergrande's car advertisements are overwhelming from CCTV to portal websites to mobile phone clients, forming a 360-degree three-dimensional communication offensive.

Judging from the fact that the industry is not short of money, we have to say that Evergrande Xu Jiayin has made accurate judgment and quick response to the trend. In fact, judging from the investment in football, grain and oil, ice springs and insurance industries in the past few years, Evergrande has a sense of urgency and blind obedience to the future development of the enterprise, and also has a sense of mission and responsibility to the industry.

If nothing else, we can feel that Evergrande, as the "grand finale" of the football market, has brought a huge "catfish effect" to the football industry and led a series of football reforms. Compared with investing in football, operating the automobile industry looks more promising, which can create more enterprise value and make greater social contributions and returns.

After trying a variety of cross-border operations without success, it can be said that Evergrande is betting on automobile manufacturing this time, which may be an important reason why it invested in making cars at no cost in the early stage. In any case, it is more reliable to spend billions of RMB to buy international big-name stars than to spend money on industrial development.

Who is afraid of constant car movement?

It should be said that Evergrande has created a brand-new car-making model, which poses a great threat to traditional car-making enterprises and some new car-making enterprises.

First of all, for traditional car-making enterprises, Evergrande's high-end positioning and forward-looking vision are extremely uncomfortable. According to the step-by-step view of traditional car companies in the field of new energy vehicles, it is impossible to complete brand transformation, product appearance and smart factory investment in two years from a blank sheet of paper.

In fact, traditional car companies set foot in the new energy automobile industry as early as 10 years ago. But to be fair: 10 years is not short, but it has little effect. Just three or four years ago, pure electric vehicles made by some traditional car companies not only lacked bright spots in design and technology, but also sold at an astounding price, which ordinary families simply could not afford.

With the lowering of the threshold of the new energy vehicle industry and the rise of the new forces to build cars, China's new energy vehicles have just ushered in a real all-round development stage. In just three years, those new cars have improved in design, high technology, cruising range and comfort, far exceeding the previous 10 years.

Although most of the new car manufacturers are not short of forward-looking ideas, they seem unable to really implement them. Lack of funds, lack of talents, lack of factories, lack of sales and service channels-this series of troubles once made their dream of building a car stay in the story of painting cakes to satisfy their hunger.

Even Weilai, Ideality and Tucki, which are outstanding among the new car-making forces, can't solve the financing problem like American IPO, and solve the mass production problem through the processing of other car companies. Even so, it seems to solve the urgent need, but the risks and variables are also great, resulting in shortcomings and disadvantages in the subsequent new product development and production scale.

Therefore, some powerful new power enterprises are planning to build their own factories in addition to processing, but the resulting capital investment is unprecedented.

On the other hand, Evergrande Automobile not only has the powerful strength of traditional automobile enterprises, but also has the new power of building cars and the advanced concept of Internet thinking. This combination of hard power and soft power will help Evergrande to quickly complete the preliminary work of the car-making business.

In addition, compared with some traditional car companies with insufficient stamina and heavy burden, and new forces lacking the foundation of building cars, Evergrande is full of ambition and high morale. After a while, after market polishing and the accumulation of products, technology and talents, the continuous explosive power will be stronger. Who was the leader of new energy automobile enterprises in China at that time? Maybe now.

It is more suitable for a "protracted war" when learning from each other's strengths.

Of course, in the eyes of discerning people, Evergrande has won the car-making market temporarily, but it is still far from the final success.

First of all, it is impossible to build a car overnight. Compared with some independent brands, Evergrande has sufficient funds and good strength, but it is nothing compared with foreign car companies such as Toyota, Honda and Volkswagen. Compared with independent brands such as Geely and Great Wall, Evergrande has been thrown out of several streets in terms of capacity system, technology accumulation, talent reserve and channel construction.

Therefore, it is imperative for Evergrande to do a good job in the whole building. Without a solid foundation, future development is hands-free. If you have money, you can invite international masters to design the appearance, but the core technology has to be digested and absorbed by local talents in China. Therefore, Evergrande must stop criticizing football. Spent a lot of money to invite many international superstars to help out and won many games, but did not substantially improve the development of football in China.

In addition, Evergrande should also follow objective laws when building cars, and should not be aggressive. The early momentum of building a car can be completed by integrating global resources, which seems simple but is an illusion. The road to building a car has just started, so Evergrande should be prepared for a protracted war, and don't run out of ammunition at the beginning.

It is worth mentioning that Evergrande is now building a market base while launching products. Recently, according to the management of Evergrande, the company is rapidly preparing to set up three centers of Hengchi automobile exhibition experience, sales, maintenance and after-sales service, including 36 Hengchi exhibition experience centers, 1600 Hengchi sales centers and 3,000 self-built and authorized maintenance and after-sales service centers, covering the core business districts, automobile business districts, communities and surrounding cities of major cities in China, which means that Evergrande has established the most powerful sales channels and after-sales service network in the automobile industry.

The road to building a car is long and dangerous. Previously, there were lessons from the failure of traditional car companies such as Lifan, Haima, Zotye and India. Later, Bojun, Lindsay, Bai Teng, the Yangtze River and many other new car-making armies appeared, which were on the verge of life and death. It will take time for aggressive Evergrande to revitalize the game of new energy vehicles.

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