Job Recruitment Website - Recruitment portal - Can you fully understand? The reason for the demise of the new force of building cars is as simple as that!

Can you fully understand? The reason for the demise of the new force of building cars is as simple as that!

[car home? Deep comment]? Why do you need a high salary and even an organizational system to dig corners? Why can you eat tens of millions of snacks? Why do you have to hire European and American engineers? In the process of the development of the new car-making forces, there are always many questions and even criticisms. 20 19, 10, the voice reached a peak when the share price of Weilai automobile fell all the way to less than two yuan. Since then, as Weilai's share price began to climb, skeptics and critics began to dive.

Since 2020, after Bojun, Lindsay and Baiteng have successively "thundered", the industry's doubts and criticisms about the new forces of car-making are rampant. Nowadays, how should we view the different business behaviors and operational logic of the new car-making forces and traditional manufacturers? This paper interprets the typical behavior of the new car-making forces from a brand-new angle, and reveals three fundamental reasons why the development of the new car-making forces is blocked.

The successive "thunderstorms" of Baiteng, Bojun and Lindsay indicate that the once vigorous car-making movement has entered an intensive reshuffle period, and the prediction that "new forces can only survive 2-3 in the end" is being fulfilled. Are existing enterprises on the verge of going out or surviving in adversity? What is the fate of failure and survival? This series of planning will start with specific cases, lessons and experiences of new cars.

This article is the fourth and last in a series of articles on observing the success or failure of the new forces of car-making. This paper analyzes the operation logic at the bottom of the new forces to build cars and summarizes the success or failure of the new forces to build cars.

In the past five years, the outside world's views on the new power group of making cars have been generally negative. In all fairness, based on different positions and interests, everyone can have a completely different understanding of the business behavior and operational logic of new forces and traditional automobile manufacturers. But any question, if considered from a single angle, is bound to be incomplete and not enough to find the most accurate answer. If we have an understanding of the underlying operational logic of the new car-making forces and look at their current situation, we will have a new understanding.

First, spend money indiscriminately? Not reliable? Messing around? Try another angle.

If you feel that you can't understand the business behavior of the new car-making forces, it's mostly because you haven't found their operating logic yet. In my opinion, those seemingly unreliable and incorrect behaviors, from another perspective, are very reasonable choices. If we want to understand the business behavior of the new forces making cars, we must understand the underlying logic of the operation of such enterprises.

First of all, time is life, which is regarded as the standard by the new forces of building cars.

The new forces of building cars should compete with the changes in the policy environment and competitors. In order to do this, they must improve the operational efficiency of enterprises. On the premise of giving priority to efficiency, many seemingly unreasonable behaviors are the dominant strategies or even the optimal strategies in the business process.

For example, hiring people with high salaries and even hiring a team from peers are all dominant strategies. Its advantage is that it can quickly form a combat team and quickly carry out research and development work; Its disadvantage is that it may form a "hill" within the enterprise, and it is easy to produce xenophobia in daily work. Obviously, weighing the pros and cons, this move is acceptable.

For another example, Weilai Automobile has recruited a large number of engineers for R&D positions, which greatly exceeds the normal demand of automobile enterprises for R&D personnel. Of course, this will greatly increase personnel salaries and other expenses, but its advantage is that it can speed up the progress of research and development with the help of the number of people. When the new car-making force with slow research and development speed is abandoned by the capital market because of the delay in mass production, it is easy to judge the rationality of this move as long as we review the previous behavior of Weilai Automobile.

Secondly, having enough funds is a necessary condition for the success of the new forces to build cars.

Financing means taking money from other people's pockets, which requires not only the strength of the financier, but also the skill. In order to meet the financing needs, the new car-making forces must do something that is flashy to outsiders. Like NIO? Days, Weilai is willing to spend 80 million yuan to hold a grand event, please book the owner to attend, including air tickets and hotel fees, and public opinion is in an uproar for a time. However, from the financing point of view, if thousands of potential car owners are willing to attend, it at least partially proves that the company's main concept of "user experience" is feasible, and then some hesitant investors decide to invest.

For example, many enterprises would rather endure high salary and relatively low work efficiency, and also open branches in the United States and Europe. The reason for this is also very simple. After all, the valuation of global startups is different from that of local companies in China. If you want to open a branch in Silicon Valley, you must follow the rules of Silicon Valley. Snacks, snacks and group building are all standard, so you can't save them if you want to. Of course, we can't blindly benchmark the welfare of these enterprises. Generally speaking, it is acceptable for the new forces to spend more on human resources and administrative affairs than the benefits brought by the increase in valuation.

Second, what are the three fundamental reasons why the new forces of building cars are blocked?

The problem of new forces in building cars is frequent, and we can't just look at appearances. Indeed, no matter how tolerant we look at the development of new car-making forces, we can't avoid the fact that most of them are unsustainable. I don't want to whitewash the peace, but I just want to provide a perspective to help everyone touch the core of the problem through the external manifestations of the problem. Spending too much money, recruiting too many people and eating too many snacks are not the fundamental reasons that hinder the development of the new car-making forces. Excluding external factors such as policy changes, there are three real reasons that hinder its development: insufficient money, unstable shareholders and insufficient management ability.

First of all, there is not enough money. Needless to say, cars are capital-intensive industries. Those with money may not succeed in building cars, and those without money will certainly not succeed. However, the reasons for the insufficient capital reserve of different new forces are different. Some enterprises underestimate the amount of funds needed to build cars, which leads to a very embarrassing situation in the development process, such as Weilai. Some enterprises underestimated the difficulty of financing, and did not put financing at the top of their corporate strategy at the beginning, which led to the break of the capital chain after the capital market turned cold, such as New Year greetings and future.

The second is that shareholders' confidence in building cars is not firm. Shareholders have differences and even contradictions about the development of the company. This is easily overlooked by the outside world, but many enterprises are trapped in it.

When the enterprise develops smoothly, the shareholders are in high spirits. It's just that once you encounter difficulties, especially when you need to increase capital to solve problems, the major shareholders of some enterprises are not so powerful. For the new car-making forces seeking development through equity financing, if several major shareholders disagree, or even individual shareholders pay more attention to their own rights and interests, it is difficult for this enterprise to make a quick decision as it did in Shudao.

On the positive side, a key factor for Weilai, Ideality and other enterprises to rapidly promote vehicle R&D is that their founders, Li Bin and Li Xiang, have the actual decision-making power of the company and can bear the resulting financial pressure. Therefore, when enterprises encounter difficulties in development and need to make investment-related decisions such as additional investment, they can firmly push forward related matters and avoid wrangling and prevarication among shareholders.

The third is the lack of management ability. First of all, the founding teams of many enterprises do not have the ability to fully operate a startup company; Secondly, many enterprise executives do not have the ability to run an automobile enterprise with limited resources.

The ability to run a startup is completely different from the ability to control a mature enterprise. What the management team of the latter should do is to allocate and maximize the use of resources; The former needs to do more, including financing, corporate culture construction, internal structure construction, determining the company's salary system, and handling the relations and contradictions between shareholders. These links are full of "pits".

In this respect, the contrast between Xpeng Motors and his chairman He Quan-time joining the company and actually operating the company is the most prominent among the new forces of building cars. For a continuous entrepreneur like He, the experience and lessons gained in previous entrepreneurial projects have saved him a lot of detours when building a car. But for executives from traditional manufacturers, starting a business for the first time is still a painful process that cannot be bypassed.

There is still a prominent problem in the new force of building cars. Its capital and resources are far less than those of traditional automobile manufacturers, and enterprises need to make efficient use of limited resources. Obviously, some enterprises could have done better in this respect. Snacks eaten by Baten's North American office can actually be reduced because of the high-paying sales from luxury goods and other industries.

Third, the five-year summary of the new forces of making cars

From macro to micro, from objective to subjective, the author analyzes the success and failure of the new car-making forces in recent years through a series of articles, and finally summarizes the development of the new car-making forces in the past five years.

First, compared with the predecessors who entered the automobile industry before 2005, most of the new forces who entered the automobile industry around 20 15 overestimated their abilities and underestimated the entry threshold of the automobile industry.

The industry entry threshold mentioned here is not the approval of the National Development and Reform Commission or the announcement of the Ministry of Industry and Information Technology, but the technology and capital that a qualified automobile enterprise must have, as well as the ability of on-site management, multi-thread project schedule control and quality control. Some thresholds are obvious, such as the need for tens of billions of funds; Others can only be found in depth, such as how to compromise when there is a conflict between product design and manufacturing capacity, and the huge impact brought by the national policy shift.

Second, some new forces are just making up the numbers, and so are those who fish in troubled waters. We should distinguish these enterprises from those who really do business.

For the former, whether it is "PPT making cars", fake making cars or real land acquisition, the industry should be outspoken when talking about it. We should be more tolerant of the latter. The ancient Greek philosopher Epik Titus once said, "We are not on the stage we choose, and the performance is not the script we choose." . Similarly, for those new car-making forces who really want to do business, they find that the script is not what they want to choose after starting a business, but even so, they should work hard to play their own scripts.

Third, some new car-making forces have achieved staged success, and most enterprises seem to inevitably fail. At present, please don't let success be the only criterion to judge the new force of making cars. Their successful experience is very important, and the lessons they get from trial and error are even more precious.

As a bystander, we look at the road that the new car-making forces have traveled in the past five years from the perspective of God, which has both factors of his success and his failure. If we hope that the new force of making cars can bring beneficial influence to this industry, we should allow them to try and make mistakes; Only in this way can we falsify those wrong ideas and concepts and prove useful new ideas and ideas. (Text/car home Special Commentator? Khufu)