Without a new car and financing, how can this new car manufacturer return to the "top flow"?

[car home industry]? "At this moment, I have mixed feelings." 2065438+2007 65438+26 10, on the eve of the Spring Festival, Du Yun New Energy Automobile Co., Ltd. (hereinafter referred to as "Du Yun") passed the examination and approval of the National Development and Reform Commission and got the key to building a car. At that time, Du Yunren wrote that this was the best New Year gift they had ever received. The better news is that in less than half a year, π 1 entered the catalogue of the Ministry of Industry and Information Technology, and Du Yun became the fastest new car manufacturer. At that time, many people thought that the "catfish" that stirred up the new energy circle came.

Who would have thought that since the middle of 20 19 years, news of salary reduction and layoffs has been continuously spread in Du Yun. At the same time, a number of new car manufacturers have entered the stage of mass production and delivery, and the cloud degree has fallen into a marginalized crisis and gradually faded out of people's horizons. Just when the outside world thought that Du Yun might be "silent", on May 18 this year, Du Yun officially announced that Lin Mi, one of its founders, had returned to the post of CEO and wanted to lead the enterprise to "start a second venture". When forwarding the "appointment draft" in the circle of friends, Lin Mi particularly felt: "After returning from a hundred battles, I will lead the way, starting from my heart."

■ With ups and downs, Du Yun hopes to return to the mainstream new car manufacturers.

Nowadays, when it comes to new car manufacturers, perhaps more people first think of Weilai, Ideality, Tucki, Weimar, etc., but in fact, during the period from 20 17 to 20 19, Du Yun had the same scenery. As the first non-traditional automobile enterprise with production qualification, 20 16 was established in Du Yun, and once wrote "Cloud Speed".

As early as 20 17 and 10, Du Yun's first model π 1 was released in mass production and began to be delivered one after another. 2065438+In March 2008, the second production model π3 also entered the market. When Du Yun delivered 9,300 new cars, the number of dealers once reached 1 18. They are all saying that they are the first car delivered by a new car manufacturer, but as far as time is concerned, Du Yun New Energy is really the first.

Also on 20 18, Lin Mi left Du Yun New Energy. During the 20 19, 1 China Electric Vehicle Committee 100 forums, he delivered a keynote speech as the chief operating officer of Aikenik New Energy Automobile Co., Ltd. When talking about the reasons for leaving the company, Lin Mi said that the company had already started from 0 to 1 and was in a relatively stable state. On the one hand, he feels tired and needs a rest. On the other hand, I hope to meet the outside world and make some relatively high-end products.

Coincidentally, during the period after Lin Mi left, the development of cloudiness fell into a bottleneck. 20 18 and 20 19 have "halved" new energy subsidies for two consecutive years, and the new energy market has changed greatly and its growth rate has slowed down. However, the cloud degree has not been adjusted in time, the product system is relatively single and lacks memory points, and the pace is gradually lagging behind other new car manufacturers.

In 20 19, the total sales volume of Duyun was only over 2,500, showing a downward trend. In addition, since the second half of 20 19, there have been frequent rumors of workers leaving their jobs and forcing employees to take vacations in Du Yun. In 2020, under the attack of the "black swan" epidemic in COVID-19, Du Yun's new energy was even worse, with sales of only over 200 vehicles in the first quarter. In this case, in order to stabilize "morale", Du Yun's shareholders invited Lin Mi to return.

Lin Mi didn't think much and promised to go back to the cloud. "If the company was founded from a dream, then today's return is more out of responsibility." Lin Mi said frankly that this sense of responsibility is not social, but a responsibility to employees. "When I decided to start a business, many young people gave me the future, and I was also responsible for them. This responsibility is the reason why I came back. "

After returning to Duyun, Lin Mi soon set the theme of "second venture". In his view, entrepreneurship is a continuous process. It is impossible for any enterprise to sleep on the "credit book". In the future, the company will experience three ventures and four ventures. "The automobile industry is definitely a long-distance race. It is not how fast it runs in front of you. The key is how far it can run and the sustained speed. "

■ The adjustment period pays more attention to the improvement of the well-being of owners and employees.

"The past five years can be described as the' first five-year plan' of the cloud, and we have achieved the accumulation of' from 0 to 1'." Lin Mi said that in the next five years, the cloud degree should be "from 1 to 2" and return to the mainstream stage of new energy vehicles. The specific approach is to "start from the heart" and return to the original heart.

At the beginning of its establishment, someone once asked what kind of products Du Yun, as a new automobile manufacturer, wanted to build. Lin Mi responded to two sentences. First, "the craftsman spirit of engineers+Internet thinking" is to make a new energy product that the public can afford; Second, technology has entered the ordinary, that is, ordinary people can feel the progress of intelligent technology.

Returning again, Lin Mi still hopes to build such a "national boutique car". In his view, people who can afford Tesla in China are not in the mainstream, but Du Yun wants to make more products that ordinary people can afford. This car can reduce the use cost and bring some driving pleasure.

In fact, at the product level, Du Yun has not heard good news for a long time. The last time was at the end of September last year. The 2020 Du Yun π 1 Pro Travel Edition went on the market, but it was not a new car, just a new model. In fact, as early as 20 18, π7, the third SUV model in Du Yun, appeared. However, at present, this model will not be listed this year.

The year 2020 is the adjustment period and strategy formulation period of Du Yun. Lin Mi said that there will not be too many new cars on the market in Du Yun this year, and the company will pay more attention to improving the welfare of existing users and employees. Specific to the existing level of more than 10,000 car owners, a series of service measures will be released; At the employee level, it is more to provide an environment for free expression.

It is worth mentioning that, at a time when car companies are laying off employees, Du Yun is planning a big recruitment plan for fresh graduates. In view of the detailed planning of enterprise strategy, Lin Mi said that it will be released in the third quarter of this year.

"This year we hope to sow all the seeds of the future, which is definitely the most important." Therefore, Lin Mi has only set a sales target of several thousand vehicles for Du Yun this year. But for the future, he has high expectations. He hopes that by 2025, Du Yun will be among the top new car manufacturers in China; The longer-term goal is to have a place in the world.

■? Against the market under state-owned capital.

Where does confidence come from? Lin Mi called it "backstage".

Few people outside the automobile circle know that Du Yun Automobile is a mixed-operation enterprise, with four shareholders behind it: Fujian Automobile Industry Group, Putian SDIC (equivalent to Putian Municipal Government), Haiyuan Machinery (also a state-owned enterprise in Fujian), and the rest are held by company executives and employees. With the backing of the government, Du Yun has the opportunity to operate against the market when the overall automobile market environment is not good from 2065438+09 to 2020.

"We joked that a person doesn't need to run faster than a leopard, as long as he runs faster than the person next to him." Lin Mi said that under the overall downward pressure of the automobile market, the advantages of state-owned capital participation will be more obvious. Compared with other car companies, Du Yun is more confident.

Du Yun's "national self-confidence" has won certain rights and interests for it. As early as September 20 17, when Fujian released the Fujian New Energy Automobile Industry Development Plan (20 17-2020), Du Yun was regarded as one of the key enterprises.

Compared with Shanghai SAIC, Chongqing Chang 'an, Zhejiang Geely, and Anhui Chery and Jianghuai, in the field of traditional fuel vehicles, Fujian is still in a weak position compared with other provinces and cities, and the total output of automobiles in 20 19 is only 169500. Therefore, the Fujian provincial government should also have high hopes for Yundu. In fact, according to Lin Mi, since May this year, major shareholders have started to increase capital and issue bonds.

However, everything has advantages and disadvantages, and the outside world also has doubts. It is precisely because of the high proportion of state-owned components that Du Yun is not as flexible as other new car manufacturers in the financing process. In this regard, Lin Mi responded that there are two main reasons. First, when Du Yun actually raises foreign funds, it often encounters the government saying not to worry about money; Second, Du Yun prefers to attract strategic investors, or resource investors, rather than pure financial investors, so it is more cautious in its choice.

Of course, government support is not the "golden key". At that time, as one of the earliest joint ventures in China, the government also gave all-round support when Guangzhou Peugeot was established. Now it is also a sigh, so the most important thing for an enterprise is its own hard power, and other resources can only be icing on the cake.

■? Full text summary:

Everyone who loves a car seems to have a dream of building a car. Before joining Du Yun Auto, Lin Mi was the vice president of BYD Daimler New Technology Co., Ltd., and when talking about why he gave up his high-paying position to join the army of car-making, like the founders of many new car-making enterprises, Lin Mi's answer was-dream, and then gradually became a responsibility to employees and users, and finally he insisted on relying on faith. For a person who has lived abroad for a long time, Lin Mi said that the word "China brand" means more. In his view, China has the largest market, the best policies, the most willing consumers to accept new things, and the most complete supply chain. There is no reason why China electric vehicle brands can't go global. Obviously, he wants this brand to be Du Yun. (Text/car home Zhang Wei)