【Introduction: With Yaleju participating in the financing of WM Automobile's D2 round, and Wanda's establishment of Automotive Technology Service Co., Ltd. to invite Li Hongpeng to take the helm, housing enterprises seem to have entered the 2.0 era in the field of intelligent electric vehicles. Compared with the 1.0 era, Baoneng and Evergrande have become more savvy and pragmatic from the initial wealth and wealth to the current unsustainable, and now the housing enterprises in the 2.0 era who focus on selling cars have become more shrewd and pragmatic. So, do the new car selling forces represented by real estate developers really have a play? 】
Written| by Zhang Dachuan and editor | Kangqiao
Yaleju led the D2 round of financing in WM, which undoubtedly made the recent involvement of real estate companies in the domestic automotive industry a big news in the industry again. Wanda cooperated with Hongqi and established automotive technology service co., LTD., which is led by veteran Li Hongpeng, which has also attracted much attention from all parties. This time, Yaleju investment in WM, in addition to giving WM real money and silver DOLLAR investment, the two sides will also carry out all-round cooperation, including brand, sales and service network, charging facility layout, auto finance, supply chain finance, after-sales service and other aspects will seek a certain degree of complementarity of advantages, especially Agile Ju will use its layout in the real estate field to provide WM with 3000+ offline contacts, to help WM better reach end customers.
Lessons from Evergrande and Baoneng
As a representative of domestic real estate companies, Evergrande and Baoneng's investment in the automotive industry is not small, but in the end, it has ended up in today's chicken feathers, which also makes people sigh. At present, the domestic regulation of the real estate market is slightly relaxed, but in the long run, if China wants to achieve greater development, it must get rid of the dependence on real estate. Only by making the real economy bigger and stronger can we win greater development. Therefore, in this context, the transformation of real estate companies that cannot reproduce the rapid growth of the past has become impatient.
Compared with many new forces starting from 0, in fact, the development paths of Evergrande and Baoneng are relatively similar. Evergrande car manufacturing as a whole is the rhythm of buying and buying, whether it is the early investment in FF, hoping to promote FF mass production, or the later acquisition of National Energy and a series of three-electric system companies, and the acquisition of foreign related research and development results to build their own core technical capabilities in car manufacturing, are in line with the strategy of buying, buying and buying. As for Baoneng, it also acquired Qoros Automobile in the early stage and built it as the core of the entire Baoneng Automobile. But it has to be said that the automotive industry and the high-turnover real estate industry are still fundamentally different. Baoneng and Evergrande, which are now mired in the mire, will also make other real estate companies more cautious when building cars.
New brands need to be recognized
At present, the competition in the domestic electric vehicle market has been very fierce, with the lessons of Evergrande and Baoneng, real estate companies need to be cautious in cross-border car manufacturing. Since the road to car building does not work, how can real estate companies transform? Selling cars has become a new idea for many real estate companies.
Looking at the domestic electric vehicle market, one of the biggest feelings of everyone today is that there are many new brands: whether it is a new car-making force like Wei Xiaoli, or traditional car companies such as Changan, Geely, Great Wall, SAIC, BYD, etc. are also building their own new high-end sub-brands. In the case of homogenization of product technology and positioning, making ordinary consumers remember and even favor this brand has become the most scratching problem for every brand communication team, but it is also necessary to cross the threshold of the past. In particular, these new brands, whether in terms of price or positioning, are often going to challenge first-line luxury brands such as BBA, and it is more difficult to enhance brand awareness.
Therefore, for these new brands, even if they are all online sales, they also need to lay out a large number of physical exhibition halls in China, especially in the core areas of core cities to lay out urban exhibition halls or delivery centers, in order to give consumers the opportunity to contact real cars at zero distance. However, to build and operate such a network in the central urban area of the land is a big burden for traditional car companies that can achieve profitability, not to mention that it is also a very heavy burden for new power car brands like Wei Xiaoli that have not yet been able to achieve profitability.
Housing enterprises can not only be chartered public
For real estate companies that lay out commercial real estate, they have a large number of showrooms for new brands to display their brands and models, helping new brands to quickly promote and enhance their brand appeal. For those real estate companies that do not have a commercial real estate layout, they usually have their own property companies. It is spread throughout the country, thousands of communities, and is also a natural exhibition hall. Therefore, the combination with these new car brands can be called a complementary resource. However, if you just assume the role of a showroom and be willing to be a chartered company, it is not of much significance to the real estate company. How to go one step further is the key to achieving the transformation of real estate companies.
Before Wanda and Hongqi cooperated, in addition to promoting Hongqi, Wanda hoped that the Hongqi brand could introduce more passenger flow for Wanda Plaza, even if it could not promote the sales of other brand products, but whether it stimulated the catering and leisure projects in the mall, or increased the popularity of the mall, it was a stable business for Wanda. What's more, Wanda has set up a related automobile sales and service company, or hopes to go further and use showroom resources as shares in exchange for more profits in vehicle sales.
For real estate companies that do not have commercial real estate, but develop residential properties. It is also a convenient door for a large number of residential properties to open for the exhibition car to drive directly into the community for display. In addition, it can also help car companies carry out a precision marketing and identify their target customers through a deeper understanding of the residential communities under their jurisdiction. Compared with the car companies themselves through the vertical media channels such as the auto home or a variety of blind roadshow activities, people may be more accepting of careful observation of a vehicle after tea in their own community, and this is more obvious to promote the completion of the transaction.
In addition, in the era of electric vehicles, charging infrastructure has become a pain point for major car companies to promote electric vehicles. But for a mall like Wanda, the relevant transformation of its own parking lot and the provision of exclusive charging slots for specific brands will become a fragrant feast in the eyes of OEMs, and this is also a big chip in the hands of commercial real estate companies such as Wanda.
Comments
Although the real estate company has broken the sand in the process of impacting the new forces of car manufacturing, it does not affect its becoming a new force in car sales. Through the above analysis, it can be found that relying on the current conditions to rise to become a new force in car sales, the probability of success is not nothing. After all, resources and conditions are readily available, which is nothing more than a value exchange with car companies. However, we hope that real estate companies can not only act as a charter public, fully tap the resources in their hands, find a new positioning for themselves in the smart electric vehicle market, and it is also an important direction for the transformation of housing enterprises worthy of attention.
(This article is the original of "Heyan Reading Car", without authorization, it may not be reproduced)