｜Core Points｜
■ What is the big deal with the cooperative shareholders who have only been established for one month?
■ Wang Jianlin's change of car red flag is only the first step?
■ Will Wanda have one more chance of selling a car than building a car?
"(Wang) Sicong is not interested in taking over my class."
The successor has not yet landed, and Wang Jianlin, the 67-year-old helmsman of Wanda, has to continue to rush forward by himself. When Lei Jun, Xu Jiayin and other bigwigs were fighting for cars, Wang Jianlin, who was not willing to be left behind, quietly threw "a small target".
According to the data of enterprise investigation, Wanda Automobile Technology Service Co., Ltd. was officially established on November 22, with a registered capital of 100 million yuan. A noteworthy detail is that the business scope of the new company includes automobile new car sales, auto parts wholesale, motor vehicle charging sales and other aspects, but does not see the "heavy asset" business of automobile manufacturing, research and development.
In this regard, some insiders believe that Wanda's entry into the automotive field is not as complicated as the outside world imagines, and the new company will provide automotive channel services, that is, offline sales services.
Many signs also confirm Wang Jianlin's "Sima Zhao's heart", entering the automotive industry is not only a way to build a car, and wanda at this stage is obviously intended to sell cars.
Of course, smart people don't fight unprepared battles. Although for the automotive industry, Wanda is only a fledgling layman, the scheming Wang Jianlin looks like he is determined to win.
When Wanda has not yet recovered, is Wang Jianlin's move blindly confident, or does it really have confidence?
Entry Bronze actually has a god assist?
"Does Wanda sell a good car?"
In the face of outside skepticism, Wang Jianlin did not panic at all, and he was confident that Wanda's car sales would be a tailwind.
For cross-border enterprises, outsiders want to break the wall, and they must not be introduced by insiders, and Taiqing Technology has just played the role of Bole.
According to public data, the two major shareholders of Wanda Automobile are Dalian Wanda Group Co., Ltd. and Taiqing (Beijing) Technology Co., Ltd. Although the specific shareholding ratio has not been disclosed, as a new company that was only established on October 13, it has won the cooperation with giant Wanda, and presumably the background of Taiqing Technology is not simple.
In fact, the new company's back office is harder than expected.
Through further reading of the data, it was found that Yue Yue'an, the actual controller of Taiqing Technology, held 80% of the shares, and he was also the actual controller of Shandong Taiyue Industrial Group, and the automobile sector was one of the pillar businesses of the group. Since the expansion of 4S stores since 2004, Taiyue has been an automobile sales and service group with more than 30 4S stores, covering Mercedes-Benz, Ford, Beijing Hyundai and FAW Hongqi.
Behind Taiqing Technology is the strong Shandong Taiyue, which can be said to add a lot to Wanda's cross-border sales car. On the one hand, Wanda has the hardware strength of the site capital; on the other hand, Taiyue has the advantage of sales and operation experience, and the newcomer Wanda cooperates with mature automobile sales and service companies to a large extent.
I have to admit that before crossing the border, Wang Jianlin made a very clear calculation of the advantages and disadvantages of the bureau.
"In the campaign into the automotive sector, Wanda is clearly lagging behind." Financial commentator Wang Chikun told Auto Front that Wanda is also avoiding its own shortcomings by not building cars: "Wanda's entry into the automobile sales industry can not only avoid the car-making battle that will soon be in the Red Sea, but also grasp the consumption threshold and use its huge commercial properties." In addition, selling cars is equivalent to mastering the key threshold of the industrial chain, mastering the pass to grasp the traffic, and mastering the traffic can grasp the consumer market terminal. ”
In the environment of the emergence of new car-making forces, the market does not lack a Wanda-made car, Wanda simply does not join in the fun, and it is the justice that belongs to Wanda to grasp the consumer market terminal.
A red flag can't carry ambition
Giving up more than 7 million Maybach, Wang Jianlin carried the key to the domestic red flag into his pocket.
This much-watched car change show also began with a commercial cooperation two months ago. After Wanda's repeated visits to FAW Group caused media controversy, the two sides finally held hands in October, and with the launch of Wanda's strategic cooperation with FAW, the banner of jointly building a "Hongqi user experience ecology" was hung high.
Specifically, Wanda will rely on its own resources to build Hongqi supermarket experience stores nationwide, and new Hongqi car owners can enjoy preferential policies such as free parking and free movie viewing from the beginning of 2022.
Although there are many established car companies, Wang Jianlin, who loves luxury cars, still chose FAW Hongqi, which is in line with this tone, and another noteworthy information is that the new company's shareholder, Taiyue Group, is the largest distributor of FAW Hongqi, and it can be said that Wanda's two cooperations are inextricably linked, two cooperation, and a tripartite alliance.
All these movements are revealing to the outside world that Wanda wants to sell Hongqi cars.
Wang Jianlin, who led the group executives to collectively change into Hongqi Automobile, knows that cross-border cooperation between housing enterprises and car companies is always more secure than fighting alone.
With this commercial marriage, FAW Hongqi has saved a lot of capital investment, Wanda does not need to spend effort on technology research and development, and Wanda holds a large number of domestic commercial complex resources, and the practice of increasing offline sales stores will also increase Wanda's own exposure traffic while selling cars.
As for whether Wanda will cooperate with more car companies in the future, the answer is almost inconsistency.
If Wanda's auto business is good in the future, then Wang Jianlin's car manufacturing is not impossible, but at present, Wanda's technical level and operational experience in automobiles are gaps, so cooperation with car companies is a conservative and safe option.
"First set a small goal that can be achieved, for example, I will earn it 100 million", Wang Jianlin's small and broad circle of words and the industry conjecture of "selling the car first and then building the car" coincide logically, perhaps in Wang Jianlin's ambition, the cooperation red flag is only the small goal of the opening.
Build a car yellow, sell the car is stable?
In this era when everyone wants to share in the wind outlet, Baoneng and Evergrande, who drink the head, have become a lesson for building a car overturned.
Since 2016, a number of housing companies have entered the car circle, when the hot new energy vehicles are still in their infancy, but how easy is it to make money?
Qoros Automobile, which Baoneng spent 6.5 billion yuan to settle in, has been executed for more than 520 million yuan, almost on the verge of suspension; Evergrande Automobile, which has a gimmick but has not seen mass production for a long time, has recently been exposed to a suspension of work and salary cuts...
Making money does not become a counter-burning money, the magic spell of housing enterprises that it is difficult to build a car is like a shadow, and Wang Jianlin in the past also suffered a big loss here.
At the end of 2016, Dong Mingzhu pulled Wang Jianlin, Liu Qiangdong and others to invest in Yinlong New Energy Company, which was quite a big deal. However, after obtaining the capital increase, Yinlong has no following in addition to releasing a brand LOGO, and wang Jianlin's 500 million yuan probability is to play a water drift, even if today's Yinlong New Energy is renamed Gree Titanium, but the profit of car manufacturing is still far away.
After the first car was built without illness, the unwilling Wang Jianlin made a comeback, remembering that he chose to use the way of seeking stability to open the way for his ambitions, that is, "car service ecology".
IPG China Chief Economist Bai Wenxi stressed in the dialogue with "Auto Front" that matching and fit are the top priorities of enterprise transformation: "The large market size of the automotive industry has a high degree of matching with the real estate industry with the characteristics of the capital-intensive industry, which is the main reason why many housing companies choose to enter the automotive industry. ”
The risk of selling a car is indeed much smaller than that of car building, after all, Wanda, which has experienced the turmoil of the capital chain in 2017, has just come out of the haze, and in the face of not a positive case such as Evergrande Automobile and Baoneng Qoros, Wang Jianlin obviously does not dare to directly gamble on "car building", which is a deal that burns more money and makes money slowly.
But Wang Jianlin, who wants to sell cars, still needs to face a bleak reality.
The "2021 Blue Book of the Automobile Circulation Industry" released by the China Automobile Dealers Association pointed out that as of December 31, 2020, a total of 3920 4S stores had withdrawn or closed throughout the year.
Under the expansion of the 4S store closure tide, it can't help but trigger the industry's thinking about the automobile sales model, and does the experience store model that cut off some of the business really have a better chance?
Whether Wanda, which previously cooperated with FAW Hongqi to experience stores, will test the 4S store model in the future is still unknown, but no matter which sales model is risky, the 4S store has a huge expenditure and it is difficult to make a profit, and the experience store is difficult to hide the hidden worries of making wedding clothes for others.
Selling cars and building cars are obviously not easy errands, and it depends on what kind of story Wang Jianlin, who has more than enough heart but insufficient strength, can toss out.
Write at the end
Today, housing enterprises cross-border into the automotive field is not a new thing, but the way to play "car service" is indeed rare, after cooperating with Taiqing and FAW, Wang Jianlin will get more industry resources to support, when the time is ripe, the possibility of Wanda car manufacturing will also be greatly improved, and now Wang Jianlin does not seek speed, only stability.