Nothing can't be broken with money. If there is, hit it a few times. In my opinion, this sentence is extremely applicable to Evergrande.
I first met Evergrande because of football. Later, I discovered that Evergrande is an enterprise that started with real estate. Later, I learned that mineral water and health products for the elderly are also sold here. Do finance and travel; Finally even built a car. Perhaps Evergrande has no advantage in some fields, but it tells us with practical actions: if you have no experience, you will use money to buy experienced enterprises; Without technology, use money to buy technology; If there are no talents, then use money to attract talents ... In short, Evergrande, which has always been "buying while buying, combining together and making it bigger", is not afraid of not being able to buy money.
Xu Jiayin once said that Evergrande must be a very big industry in choosing industries. Sure enough, the boss always keeps his word. Every field chosen by Evergrande has a huge volume, and it will always be a market of several trillion yuan. Moreover, every project of Evergrande seems to start with thunder. ?
Take building a car as an example. In just one year, the layout of the automobile system integrating sales, batteries, vehicle manufacturing, motors, supercar research and development, and factory land was almost completed. In the field of new energy vehicles, Evergrande quickly established the industrial chain of new energy vehicles in just over half a year, and invested hundreds of billions of yuan to build production and R&D bases.
It suddenly occurred to me that as long as Xu Daxie aimed at the market, there was nothing he couldn't take away.
As a real estate company, in the first two months of the outbreak in 2020, Evergrande was still in full swing, and its circle of friends was either screened by its 7.5% discount, or by its unreasonable check-out and 5,000 yuan reservation policy. According to the announcement data of China Evergrande, the contracted sales amount of Evergrande in February was about 44.73 billion yuan, an increase of about 65,438+007.8% compared with the same period of last year. The contracted sales area is about 565,438+038,000 square meters, an increase of about 65,438+053.8% compared with the same period of last year.
In contrast, the information of Evergrande's car-making is much lower-key, and there is basically no big action for at least the first two months. Until the Geneva Motor Show in March (the only product allowed to be released on the spot that day), Evergrande Koenigsegg's new energy hybrid supercar Gemera was released, and the eyes of the whole market immediately focused.
It is reported that Gemera has limited production of 300 vehicles, and the starting price is as high as 1.38 million euros (equivalent to about RMB 1.654.38+0.00 million yuan). On the day of his debut, a mysterious Swiss rich man bought 30 cars in one breath. Poverty still limits my imagination. Do rich people have to have a car for one day every month?
Shortly after its debut, 300 Gemera cars were sold out. Seeing this news, two information points subconsciously appeared in my mind: First, there are more rich people than I expected. Second, Gemera is recognized by the market.
Such a good car is certainly welcomed by the market. Cooperate with Koenigsegg, a top manufacturer, with two doors and four seats, 100 km acceleration 1 0.9 seconds, 20 seconds 400Km/h, cruising range 1 0,000 kilometers, innovative renewable liquid fuel, 2.0T twin-turbo three-cylinder engine, comprehensive maximum power10,724 horsepower ...
The appearance of Gemera seems to prove the question of "Can Evergrande build a good car" in the market, and Evergrande New Energy Automobile Group also puts forward that Evergrande has the ability to build a world-class new energy supercar. We have to say that Evergrande's car-making technology is not strong, but its resource integration ability is very strong.
Since 20 18 announced its entry into the high-tech industry, Evergrande has made frequent efforts in the field of new energy vehicles. In September of the same year, Evergrande invested RMB 65.438+0.449 billion in Guanghui Group, which has the largest automobile dealer in the world. After bidding farewell to FF arbitration in Jia Yueting, Evergrande successfully acquired 565,438+0% equity of National Energy Electric Vehicle Sweden Co., Ltd. for $ NEVS 9.3 million on June 5, 2065,438+09, and inherited the vehicle R&D and manufacturing technology of Swedish Saab. The next day, Evergrande broke the news to set up a charging pile company. ?
On the 24th of the same month, Evergrande invested 65.438+0.6 billion yuan in Kanai New Energy, a power battery company, and completed one important layout after another in the industrial chain of new energy vehicles. Five days later, on October 29th, 65438/kloc-0, Evergrande Health announced that it would invest 65438+500 million euros (about165438+500 million RMB) in Koenigsegg, and then it would spend 65438+500 million US dollars (about 1065438+).
Why the cooperation with Koenigsegg is divided into two steps. It is reported that Evergrande will spend 65.438+0.5 billion euros to acquire SOP through its NEVS, and the main assets of SOP are 85.65438+0% shares of Koenigsegg. Subsequently, NEVS will invest $65.438+0.5 billion to establish a joint venture company with Koenigsegg (Koenigsegg will invest $70 million) to establish a project company. This means that Evergrande will obtain some licenses of knowledge and industrial property rights from Koenigsegg. Therefore, Evergrande did not just "buy" a naming right for Gemella, but actually "created" it by itself.
However, if Evergrande wants to take the advantage of building cars in the field of new energy vehicles, it must also implement the core "three electricity" systems of electric vehicles: drive motor, power battery and vehicle electronic control. It is precisely because of this that Evergrande has extended its hand to the "Three Electricity" system after acquiring Kanai New Energy. In-wheel motor technology represents the most advanced technology in the field of motor electronic control, and is considered by the industry as the next explosion point of electric vehicle industry. Therefore, Evergrande aims at the Dutch E-traction which has both core technology and production conditions in the market.
From 2065438 to March 2009, Evergrande invested 500 million yuan to acquire 70% equity of Hubei Tate Electromechanical Co., Ltd., which holds 0/00% equity of Dutch e-Traction Company/KLOC. Therefore, Evergrande also controls e-traction. The introduction of European hub motor drive technology means that Evergrande has an absolute advantage in the electronic control of automobile motors.
Evergrande thought it was not enough to obtain the driving technology of commercial vehicle hub motor, so it came up with the idea of passenger vehicle hub motor technology. In May of the same year, Evergrande wholly acquired Protean, a British hub motor company.
However, as I said above, Evergrande is not afraid of having no technology, and it is afraid that some technologies cannot be bought. In this regard, Evergrande changed its style of play, which is cooperation. For example, a joint venture company was established with Hofer Powertrain Group in Germany, which has three-in-one powertrain technology and intellectual property rights; Cooperate with German Bentele Group and FEV Group, introduce the intellectual property rights of 3.0 chassis structure, and sign a contract with 15 world-renowned automobile styling design experts to set up Evergrande New Energy Automobile Styling Design Expert Committee.
Evergrande has made great efforts in production and charging with the most advanced technology. In June last year, Evergrande invested 654.38+06 billion yuan in Nansha District of Guangzhou to build three new energy automobile bases and other projects. A few days later, it signed a cooperation agreement with Shenyang Municipal Government, investing 654.38+02 billion yuan to build three new energy automobile base projects in Shenyang. In July, Evergrande and State Grid * * * jointly invested RMB 65.438+0.8 billion to establish State Grid Evergrande Smart Energy Service Company, which is dedicated to community charging and other businesses. ...
That is to say, only in the past 1 and 2 years, Evergrande acquired or cooperated with Hofer's three-in-one powertrain technology in Germany, hub motor technology in Dutch e-traction and Protean in Britain, and 3.0 chassis architecture technology in Bentele and FEV Group in Germany ... and also laid out the main production bases and subsequent charging business.
After a fierce operation, Evergrande basically solved several bottlenecks restricting the development of new energy automobile industry. First of all, the acquisition of NEVS Evergrande has vehicle research and development capabilities; Secondly, Kanei Evergrande has leading battery technology; Then through the acquisition of Tate Electromechanical and Dutch e-Traction, Evergrande has motor technology; Furthermore, Evergrande, which has invested in Guanghui Group, has opened up the supply and marketing system; Finally, the cooperation with the State Grid has solved the charging problem in the future ... It can be said that the beginning is the peak.
I have to admit that although money is not everything, it is definitely a god's assist to solve the problem. Not every new car-making force can be as generous as Evergrande. Moreover, frequent acquisitions or cooperation can be reached in a short period of time, indicating that Xu Jiayin has already begun to lay out before. This vision and pattern are worthy of Xu Jiayin's style of "just do it, be bigger, be stronger and be successful".
At this point, I personally think that Xu Jiayin's and Li Shufu's car-making thinking have the same effect.
Although some places are different in nature, both are branded from top to bottom. At that time, Geely was only a relatively low-end car brand. After the acquisition of Volvo through the financial crisis, it gradually strengthened its brand power, and then continued to walk on the road of acquisition and shareholding. If Geely's layer-by-layer layout product chain moves from low-end to high-end, then the process will definitely be longer than now, and whether it is successful or not will have to be said separately. ?
This is also a good way to use power, isn't it? Evergrande, after launching the first mass-produced model-Guoneng 93 last year and being sprayed "an unchanged paper tiger model" by the whole network, quickly released the Evergrande Hengchi automobile brand. However, due to the previous neglect, Evergrande is still a "scratching head" in the industry. It is also a wonderful idea to directly release Gemera, a new energy supercar. The battery used by Gemera is the latest generation product developed and produced by Evergrande, and the inverter is developed and produced by Dutch e-Traction company controlled by Evergrande, which fully reflects Evergrande's advantages in industry integration.
Any brand has its aura, and brand premium is very important. A brand needs to build an "advanced" brand image, at least in the eyes of consumers, and believe that this car company can build a good car. However, it is difficult to attack from the low end to the high end like the previous National Energy 93, and the success rate is still low.
It turns out that Evergrande Ice Spring is like this. Xu Daxie "suspects" that the water on the market is not high enough and wants to be a high-end brand of drinking water. At the beginning of the project, Evergrande still "threw money" according to its own commercial "principles". Later, Lippi, Lang Ping, Figo and Yero all became global promotion ambassadors of Evergrande Ice Spring. But in fact, the design and advertising marketing of Evergrande Ice Spring are not high-end. At the same time, the price in 3.5 yuan was set awkwardly, which was on the high side in the market at that time. It deviated from the psychological price of mass consumers, so Evergrande Ice Spring was not famous at that time.
In addition, the advertisement that changes too fast and the treatment of big price reduction make Evergrande Ice Spring lose the best market opportunity. If you want to go back to the high end, you can basically say that you are "unable to do it." So in 20 16 years, this product of rich children was sold after all.
Brand solidification. Evergrande entered the market with high profile at first, but it didn't set a good position for itself. It will be more difficult to stand up later than just entering the market. The same is true of the automobile market, which can be a high-quality positive solidified image of the German system or a negative solidified image of the dehumanization of the legal system, so the "first impression" established by automobile companies is also very important. Once a "stereotype" is formed, it is difficult to reverse it.
Today's cooperation with Koenigsegg, or cooperation with the world's major "awesome enterprises", is also the voice that Evergrande sends to the market: Although Evergrande is a "layman" in the automobile industry, it has a lot of helpers and the technology it has learned is equally powerful.
Just as at the Global Strategic Partner Summit of Evergrande New Energy Automobile Group held on June165438+1October 2 last year, Xu Jiayin said, "We have bought all the core technologies and enterprises we can, and Evergrande, which has no cars, has taken an unusual road, that is, changing lanes and overtaking".
Based on the mature global supply chain, making cars is more and more like making mobile phones. Technology is often not the most lacking, what is valuable is the ability to integrate resources. Evergrande has mixed the world's advanced suppliers and integrated the whole car-making technology. More importantly, Evergrande has a strong capital chain.
But I don't think it is Xu Daxie's goal to build a complete industrial chain. Is Evergrande really just a "fool who only buys more money"? No, Evergrande is not stupid at all. People are smart. What Xu Jiayin really wants is hard-core technology that can impress the market. Therefore, he will try to buy heavily in the technical field, and then consider cooperation if he can't buy it.
There are two important factors that determine the life and death of a car, one is capital and the other is technology. Now it seems that Evergrande is not short of both. Although there are more losers than survivors in new energy car-making enterprises, even a car-making head enterprise like Weilai has been on the verge of loss and bankruptcy several times, and Evergrande is bound to lose money. However, for Evergrande, which just entered the company, it is only a process of "paying tuition fees", and they will continue to invest hundreds of millions of dollars. Evergrande plans to invest 45 billion yuan to build cars in three years, 20 billion yuan in 20 19, 0.5 billion yuan in 2020 and 0.0 billion yuan in 2026. Xu Jiayin's eyes are on the next few years.
Xu Jiayin once publicly stated that "Evergrande's diversified layout has officially ended, and it will not expand into new fields within five years." Ordinary people really can't say this sentence. At present, Evergrande has formed four industrial sectors: real estate, health, cultural tourism and new energy vehicles, all of which are trillion-dollar market projects, and Evergrande's diversification strategy has gradually entered the harvest period.
Xu Jiayin once predicted that the automobile industry may be trillions in 5- 10 years, and hundreds of trillions in the world. According to the national macro-policy, on February 3, 20 19, 19, the Ministry of Industry and Information Technology issued "New Energy Automobile Industry Development Plan (202 1-2035)" (draft for comments), proposing that by 2025, the sales volume of new energy vehicles in China will account for about 25%. According to this sales target, it is estimated that the sales volume of new energy vehicles will reach more than 6 million in 2025, and the market space is still relatively large.
At present, the automobile industry is going through the reshuffle stage, and the impact space of new energy vehicles is infinite. Evergrande has invested heavily at this time, which will definitely bring Evergrande into a brand-new growth runway in the future.
Xu Daxie also said that it will become the world's largest new energy automobile group in the next 3-5 years. In terms of production capacity planning, Evergrande had previously set the first-phase planning as 6,543.8+00,000 vehicles, striving to reach 5 million vehicles within 654.38+00 years, and cooperating with Koenigsegg to produce 654.38+000 supercars annually. Super-running aside, what is the concept of the production capacity of 6.5438+0 million vehicles? A few days ago, Tesla's 654.38+0 million vehicles just rolled off the assembly line. This figure, they used 12 years.
Writing here, I thought of Evergrande's March into the mineral water market. Evergrande also set itself the "expansion" goal of reaching 654.38+0 billion in the first year and 30 billion in three years. Why does it swell? At that time, the sales of the whole mineral water industry was more than 30 billion, but Evergrande planned to exert its strength in the middle and high-end market in three years, so that its activity exceeded the total amount of big names in the whole industry.
This is very similar to those of us who set up a flag for ourselves at the beginning of the new year. Whether you can stand it or not is a sense of smug ceremony. Whether we can achieve it or not is another matter. The same is true of the commercial market. Too big a flag and the steps taken by the crotch will inevitably lead to decision-making mistakes.
At present, Evergrande has a very high tone in building new energy vehicles. However, under the situation that the new energy market is declining and the competition of new forces is fierce, Tesla does not know whether it can achieve its goal in the domestic trial production.
However, I know that although a series of "cooperative OEM" has greatly reduced the technical difficulty of Evergrande's car-making, the car is an extremely complicated system engineering after all. In that year, many "amateur" companies tried to get involved but failed, such as Samsung, such as R&F Real Estate. To mass-produce safe, reliable and cost-effective cars, it needs long-term technical accumulation and precipitation from the whole automobile factory, which has become a major difficulty for new force automobile enterprises.
And as a cross-border player, Evergrande's cross-border dilemma also exists. Entering a new market field, opening a breakthrough and creating popularity and space are often more important than high-profile attacks.
Evergrande should learn from the past marketing experience and lessons. Even if it has the conditions to detonate the market, it should not be rushed in the follow-up operation and ignore the psychological demands of consumers. Since we have chosen to enter the market, we must respect the operating rules and regulations of that market.
Otherwise, no matter how thick the capital reserve and excellent technical support are, no good works can be produced, and consumers will not pay for products like Guoneng 93.
2020 is a special and crucial year. Evergrande is only 1 year away from the mass production of its first new energy vehicle "Hengchi 1"; There are only 1-2 years left before the target of "annual output of110,000 new energy vehicles" proposed by Xu Jiayin. Can Evergrande achieve "advance layout" by "throwing money"? Perhaps, the "Evergrande Operation" that makes people "scratch their heads" is really possible.
Do it yourself without raising money; There are business routines and car groups; Xu Jiayin's distinctive style of play is really unique. Looking at the new forces of building cars in 2020, this Xu style of play cannot be copied. But will this style of play create a new model?
Perhaps, only a successful game can be called a model. Does Xu Shi have this chance?
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.