The story of Guanzhi always gives people a feeling of two worlds.
For example, in terms of sales volume, 2018+0-1,the passenger car market in China dropped by 2.8% year-on-year. Chen Siying, vice president of Qoros Auto, announced in a high-profile manner that the sales volume of Qoros in June1-1increased by nearly 400% year-on-year. This is the hottest time since Qoros Auto was founded ten years ago.
However, according to the insurance figures, the terminal sales before Qoros 1 1 month were only 32,686 vehicles, which was only half of its wholesale quantity of 6 1005. This huge inventory of 28,000 units has become a mystery.
Someone asked, does the Qoros car sold to the affiliated company "Linkage Cloud" need not be insured? No, the laws and regulations in China are that renting a car or getting a car online must buy insurance as long as it is on the road, and the cost is higher than that of a private car; If it is not insured, it can only mean that it is still in the warehouse.
In this way, the terminal sales volume of Guanzhi 32,000 has already included the part that Bao can help. Dealers actually sell fewer vehicles. According to the calculation of the official 200 dealers, the average monthly sales of a store is only in the early stage of 10, so how can the dealers who invest less than one million and more than ten million survive?
First, while defending the rights of 4S, open new stores.
Therefore, when 40 Qoros dealers suddenly attacked the collective rights protection in May 438+early February, Che Jujun was not surprised. Their complaint is:
The direct selling price of ▎ is too low, which leads to great losses for dealers.
▎ Cross-regional sales are not punished.
▎ Promised new cars and young models have broken the promise with electric cars.
The auto show support fee is an excuse not to implement it.
▎ Too difficult evaluation leads to serious pressure on the library.
▎ Unilateral control of kickbacks, failure to settle in time.
Of course, the concept of leadership has changed seven or eight times, and it is not an idle generation.
Li Feng, the current president, put forward at the marketing work meeting in May 438+February and June that "making money" for dealers should be the key task of Qoros automobile marketing. And specifically put forward six requirements: "stable rhythm, limited area, limited price, open wider to the outside world, and sincere income increase".
Anyone with a discerning eye can see that this is basically aimed at the recent dealer rights protection incident. But it's easier said than done. This policy faces the following challenges:
▎ Steady rhythm, mainly slowing down the pace of low-cost direct sales to Baoneng. The anger of dealers has been extinguished, but there is no hope of a big increase in sales.
▎ Restrict the region, mainly to restore the policy of "restricting cross-regional sales". However, the new "Measures for the Administration of Automobile Sales" implemented in July, 2065438+2007 clearly stipulates that suppliers and dealers shall not limit the residence of consumers. This means that the Guanzhi New Deal is suspected of breaking the law.
Strictly speaking, ceiling price also violated the anti-monopoly law. In 20 16, SAIC-GM was fined 205,438+million yuan by Shanghai Price Bureau for issuing a document to limit the lowest price of dealers. Prior to this, BMW, Mercedes-Benz, Audi and Nissan were all fined for similar incidents.
▎ Opening wider to the outside world may mean increasing the number of satellite stores and fast-selling stores. According to the statistics of Qoros official website, Chejujun currently has 187 dealers, of which 92 are fast-selling stores and satellite stores, and 6 are under preparation, which means that there are only 89 standard 4S stores currently operating.
It is a good thing to sink the channel with "fast-selling stores", but it inevitably conflicts with the elegant international positioning at the beginning of brand establishment. For example, there is a Longteng fast-selling shop in Yuxi Village, Anhua County, Hunan Province. I wonder how much sales this "good start" can carry for Qoros?
▎ Emphasize honesty. According to public information, there are many cases of Qoros defaulting on partner fees. From last year's Huayang Lianzhong to this year's energy dissemination, it is not uncommon for Guanzhi to be arbitrated or sued for arrears, ranging from hundreds of thousands to hundreds of millions. It is not difficult to understand why Qoros failed to support the dealer's propaganda and deducted the rebate.
▎ Increase income. To tell the truth, this is quite difficult. The reason is very simple. Without new products, where does the income come from? Continue to cut costs? It is necessary to know that the central control metal parts of the new car are rusted in a large area, which makes many car owners nervous. I'm afraid the cost will go down again. I'm sorry for the title of "China brand quality first".
However, Guanzhi is Guanzhi. I heard that the dealer finally settled with the manufacturer happily.
On February 9, 65438, Qoros Automobile opened 10 dealer stores in 9 cities including Beijing, Shijiazhuang, Linfen and Wenzhou. It is said that "there are more than 200 dealer partners in China". When Che Jujun completed the manuscript on 65438+February 2 1, the number of dealers in official website was only 187, including fast-selling shops.
"Maybe the website is not updated in time?" Teacher Zhou, who has always been kind-hearted in Jeju editorial department, speculated.
At present, the book inventory of Qoros is 28,000 vehicles. How does this affect the dealers of Qoros?
"It is uncertain whether we can increase revenue, because the product line of Qoros is too thin and outdated. I only hope that these 200 or 187 new and old dealers can have a good year and live. " An auto industry analyst said, "At least, don't see them collectively defending their rights in the coming year?"
Second, 2C is not easy to sell, but 2B is easy to sell?
It took Qoros 1 1 year to understand that it was too difficult to sell more than 65438+ million China brand cars to China consumers.
It has done almost every conceivable attempt. The first time I went to Europe, I met an NCAP five-star, but I sold 565,438+0 cars in Slovakia and came back. It used to promote its international star team in a high-profile way, but it disappeared in a blink of an eye-even Gert Hilderbrand, the chief designer, suddenly left. In order to adhere to the international brand positioning without discount, the discount of 30,000 to 40,000 is still negotiable. From grounding gas, to rustic, and then to let MC God bless wheat.
However, the presence of Qoros in consumers' minds is getting lower and lower, and the sales volume has been hovering around1-20,000 vehicles-annual sales.
At this time, we can only change the general direction: 2C won't work, then 2B.
2065438+In August 2007, Qoros signed an order for 30,000 vehicles with Jiahe Zhongxin Group, which is planned to be implemented in batches within 24 months. This way of direct sales to group customers (2B, that is, to merchants) looks good, because it can increase the sales of 1250 units for Guanzhi on average in one month, and theoretically increase the sales of 6,000 units by the end of the year.
But in fact, in 20 17 years, the total sales volume of Qoros was only 1.3 million. In the middle of 20 18, with the departure of relevant executives, the cooperation between Guanzhi and the family and Zhongxin also came to an abrupt end. To what extent did the 2B attempt help Guanzhi? Nobody knows.
The most familiar home and letter to the public is nothing more than "selling cars at a 3.5% discount". However, the industrial and commercial registration information shows that the company's business scope is mainly: technology development, technical services and software services, and there is no sales or automobile-related content.
In order to know the truth, Che Jujun contacted a member of Jiahe Zhongxin in August 20 17. The other party said that it had stopped selling cars at a discount of 3.5%, and said that it had been "quilt 30,000 yuan". And advised me: "If it feels like pyramid selling, don't understand."
On 20 18, 18, Jiahe Zhongxin was listed in the business exception list by Beijing Administration for Industry and Commerce. 2065438+In July 2008, it was enforced by Chaoyang District Court for failing to fulfill its legal obligations on time. The five companies it invested in were all listed as abnormal operations.
Qoros, a new high-end brand car company that once determined to be a "new premium", how can it cooperate with a company suspected of pyramid schemes?
"This kind of low-cost direct selling will not only destroy its fragile brand reputation, but also directly affect the profit confidence of dealers. Finally, it is inevitable that the bamboo basket will draw water with a sieve. " An industry observer commented, "It can only be said that Qoros started to go to the hospital in order to increase sales."
The story behind it doesn't seem simple.
Before cooperating with Qoros, Jiahe Zhongxin also acquired an e-commerce company: Beijing Dingli Barter 20 16. The latter was named "Kuajietong (Beijing) Electronic Commerce Co., Ltd." before it was renamed in June 20 14.
Yang Shunkai, the founder of the cross-border service platform, is also the legal representative of Shenzhen Kaide Environmental Protection Technology Co., Ltd. Beijing Branch and Shenzhen Qianhai Cross-border Network Mall Co., Ltd., the former was revoked on 20 1 1. According to relevant reports, Xuzhou City Procuratorate has approved the arrest of 18 MLM employees of Caird Products Company. There is also a "Qianhai" in the name of the latter, which is similar to the "Qianhai" in Qianhai Life Insurance under Baoneng.
Qoros seeks 2B cooperation for the second time, and the other party is Qianhai Lianyun, a subsidiary of Qianhai Life Insurance.
According to public information, the actual controller of Linked Cloud is Wang Dan, which seems to be not directly related to Baoneng. Che Jujun found that the general manager of Shenzhen Qianhai Linkage Financial Leasing controlled by Wang Dan is Tian, and Tian is also the managing director of Tianjin Linkage Financial Leasing, a wholly-owned subsidiary of Baoneng. This also confirms the remarks of insiders of Baoneng: "Linked Cloud Car Rental is a car rental company under Baoneng."
The full name of Li Anyun is "Shenzhen Qianhai Li Anyun Car Rental Co., Ltd.", which was established in Shenzhen on 20 16. Mainly engaged in car rental, * * * travel, 0 down payment car purchase, etc. The business covers more than 40 cities across the country.
Open the Linked Cloud official website, and the first available model is the Qoros 3.
According to media reports, from 20 17 to 10, Qoros began to work overtime to produce customized vehicles for Linked Cloud. "The quantity of these orders is at least10,000." According to people close to Guanzhi. However, back to the data, the total sales volume of Qoros in 20 17 was only 13000 vehicles. Obviously, Baoneng's internal procurement did not immediately bring the sales of Qoros.
Can Bao break his word, or is there another reason?
Che Jujun searched the user feedback of Linked Cloud, and many people replied: the outlets are limited, parking is inconvenient, and the service needs to be improved. It seems that Baoneng's * * * car project itself is facing the problem of perfect channels, and the number of vehicles is not its main contradiction. Therefore, from a practical point of view, even if Bao can really help Guanzhi, he must have this digestive ability.
Especially at present, it is the time when "* * * enjoys traveling" is facing a big trough. According to public media reports, ofo refund of deposit has become a social problem, and the number of people in the queue exceeds100000. One of the benchmarks for * * * to enjoy the car has also been exposed to the difficulty of refunding. I'm afraid it will take 365 years for a full refund.
In this context, the business development of Baoneng Linked Cloud is bound to be implicated. Then the sales of Qoros 2B will inevitably shrink.
Qoros sought 2B sales for the third time, and signed a strategic cooperation agreement with Yixin Group in June 2065438+2008, hoping to make great progress in new retail and auto finance. The founder of Yixin is also the founder of Weilai Automobile, Li Bin. However, from July 2065438 to July 2007, he withdrew from the ranks of CreditEase investors and no longer served as a legal representative.
Strangely, however, Che Jujun found two service disputes between Che Yi Company and Qoros Automobile on the "Eye Inspection" APP.
1. From 2065438 to September 2006, Yi Che and Guan Zhi went to court in Shanghai Pudong Court. The reason is that Easy Car used its own network resources to help Guanzhi sell 340 new cars, but Guanyan refused to pay the service fee of 10 and the promotion fee of more than 4 million on the grounds that it failed to reach the underwriting target of 2,500 cars. In the end, the court ruled that Guanzhi paid more than 6,543,800 yuan in service fees and interest.
The other is the announcement of the court session: Beijing Bitipai Information Technology Co., Ltd. sued Qoros Automobile for the dispute over the sales contract, and the court session will be held on 20 19 1 1. The sole shareholder of Bite Easy Auction is Beijing Easy Car Information Technology Co., Ltd., and the major shareholder of Easy Car is Li Bin, the founder of Easy Car Network.
It seems that Guan Zhi and Che Yi are telling this story to the judge who loves and hates each other. Only the strategic cooperation with Bogongtang can ensure the smooth progress of Qoros' third 2B attempt?
If all the attempts of 2C and 2B fail, where is Guanzhi's way out?
Third, while being sued for default, buy production capacity?
Qoros used to be very rich, and its office was once located above Lujiazui Apple flagship store, and its employees' salaries were also famous in the industry. Later, due to poor sales, I once moved to the former site of the World Expo, and now I have moved to Hongqiao Business District. "It used to be the style of foreign companies, but now it is the style of private enterprises," said an old employee.
Guanzhi began to lack money, but perhaps no one thought of how much.
20 17, 1 1, Huayang Lianzhong applied to the court to seal up the fund of Qoros Bank for RMB 65,438+120,000. A month later, the two sides reached a settlement, and Qoros promised to pay Huayang Lianzhong10.02 billion.
2065438+July 2008, due to the unpaid publicity service fee of RMB 5,6180,000, Energy Communication applied for arbitration against Qoros Automobile. The projects involved are the recording and broadcasting of "Crazy Watching" and "Crazy Climbing Ladders". It is said that through this program, "Qoros Auto has become the result of 30,000 large customer contracts with the family and Zhongxin".
The story of home and Gongxin has already been mentioned above. I think Guanzhi finally realized what kind of situation this is, but how can it be good to break the contract after signing it?
According to the public information, there are still legal disputes involving Qoros Auto's arrears in project payment: Shanghai Bertelsmann Ovit Information Service Company requested to freeze the fund of Qoros Auto Bank of 9.37 million yuan, Shanghai Noaiman Auto Beauty Company requested to pay the service fee of 310.6 million yuan, Yiqiandou Company requested Qoros Auto to pay the engineering debugging fee of 420,000 yuan, and Shanghai Xingjian Industrial Co., Ltd. requested to pay the factory installation fee of1. ..................................
"Hey, the soft text promotion fee that Guanzhi owes us has been almost two years, and there is no news yet." A media colleague once told Che Jujun.
These arrears range from several hundred million yuan to several thousand yuan, which is both bitter and helpless in Che Jujun's view. And even the media dare to owe money, indicating that there is really no money. Treasure can bring at least 7 billion in cash, but for Guanzhi, who has accumulated losses of about 654.38 billion+0.2 billion and liabilities of 9.2 billion in recent ten years, "money shortage" will still be the main theme of his later journey.
"Starting from 20 18, Baoneng Group will invest10 billion yuan every year for the research and development of new cars in Qoros for five consecutive years." In March this year, Yao Zhenhua made a promise at the conference of Qoros car dealers.
However, the main purpose of this money is "new car research and development", and it is not known whether Chery's operating losses in the quantum period will be made up.
Jeju. Com photographed a construction card in Kunshan, Jiangsu. Project name: Baoneng Automobile Jiangsu Research Institute Project. The hospital is located in the east of Dongcheng Avenue in Kunshan, north of Qianjin East Road, west of Qiantang River Road and south of Longteng Road, covering an area of about 399 mu. It is positioned as the R&D center, engineering design center, modeling center and project management center of Baoneng Automobile, which can support the product R&D system of 654.38+00,000 vehicles of Qoros brand. The total investment of the project in five years is about 365.438+0.7 billion yuan.
As Yao Zhenhua said, "spend 50 billion yuan on R&D in five years", a Jiangsu research institute project will cost 31700 million.
"The capacity of Qoros Changshu Plant is150,000 vehicles/year. 1 1 year only reaches the cumulative output 1000000 vehicles, and the capacity utilization rate is very low. Under this circumstance, a research institute was suddenly built to support the research and development of Qoros 1 10,000 products-isn't this a fantasy in the context of negative growth in the auto market? " The above-mentioned auto market analyst commented, "Is this an enclosure or a car?"
In fact, Baoneng has long reported that it will invest 654.38+08 billion yuan in the automobile field, and has planned four production bases in Kunming, Hangzhou, Xi 'an and Guangzhou. Together with the existing Changshu factory in Qoros, its planned total automobile production capacity is as high as 2.75 million vehicles/year, and the planned production capacity of Xi 'an factory alone is 6.5438+00,000 vehicles.
What is the concept of producing 2.75 million cars a year? SAIC Volkswagen, the champion of automobile sales in 20 17, sold 2.06 million vehicles in the whole year, and Chery Automobile, the former major shareholder of Qoros Automobile, sold 420,000 vehicles in 20 17.
Che Jujun also found a piece of news released by Suzhou Municipal People's Government on June 6, 2006, 5438+08, 18: "Baoneng Group and Kunshan Municipal People's Government of Jiangsu Province are signing a series of investment cooperation agreements. According to the agreement, the two parties will cooperate in new energy vehicles, Qingyang Port Urban Complex, Xiajiahe Baoneng Science and Technology Park, comprehensive medical care, Zhouzhuang Lv Wen and other projects, and sell them in automobile e-commerce.
It seems that cars are just one of the five sectors that Baoneng has invested heavily in, and the other four are all hot real estate projects without exception. Can Baoneng really build a car?
Jeju tubercle
2065438+In March 2008, Qoros proposed at the dealer conference that the sales target for this year is 80,000 vehicles. At the supplier conference in June, this goal was once again raised to "impact 65,438+million vehicles in the whole year and challenge 1.2 million vehicles." At present, the wholesale volume will remain above 60,000 units this year, which is less than 70% of the target. If calculated by terminal sales, the completion rate is only 1/3, which may be one of the car companies with the lowest completion rate this year.
But the days passed, half in the sea and half in the flame.
For example, when the industry questioned that it had only one platform and three products in ten years, it promised to produce 26 new cars and even an MPV from 20 18 this year to 2022. It also includes eight new energy vehicles. The first Qoros 3 pure electric version was rolled off the assembly line in September, and the battery life of NEDC was 450 kilometers.
You see, you can never draw a conclusion about the concept. It always gives you a very balanced posture in extreme pessimism and optimism.
I remember that when Qoros first appeared, he made an advertisement: Does the world still need a new car company? The answer it gives is: no, just a different company. Frankly speaking, it is no different in product and marketing, which is the reason why it is not successful. However, its own curriculum is so different. Like a textbook, tell Baowo, WEY, Kelin and other latecomers: To be an independent high-end in China, at least don't be like me.
In this sense, whether in life or death, Guanzhi has made great contributions.