Wanda Automobile accelerated its layout, and Li Hongpeng, a veteran of the former Hyundai Group, became the president

Reporter | Wu Bo

After reaching cooperation with China FAW, the layout of Wanda Automobile's new business began to accelerate.

Interface News learned that Li Hongpeng, former vice president of commercial of Hyundai Motor Group (China), joined Wanda Automotive Technology Service Company (hereinafter referred to as Wanda Automobile) at the end of December as general manager.

According to public information, Li Hongpeng is a veteran of the automotive industry, with 28 years of automotive industry management experience, engaged in automobile manufacturing, marketing communications, dealer channel planning and construction, corporate management and strategic planning and other businesses, has served as a director and senior executive vice president of Beijing Mercedes-Benz Sales Service Co., Ltd., ford Greater China sales and marketing vice president and president of Changan Ford National Sales service organization and other positions.

Li Hongpeng was recognized by the industry in terms of marketing During his work at Mercedes-Benz, the team he led helped Mercedes-Benz open up brand recognition in the Chinese market to a certain extent.

At present, Wanda divides the industrial ecology into three sub-groups: business management, investment and culture. The Commercial Management Group is mainly responsible for the operation and management of Wanda Plaza. The investment group is mainly responsible for Wanda's real estate development business, which is divided into the southern district and the northern district, which are respectively responsible for Liu Guangmin and Qu Xiaodong.

The Cultural Group is a sub-group with the largest number of Wanda's businesses, including film and television, sports, cultural tourism, hospitals, and Baby King's businesses. At present, Wanda Automobile is assigned to the cultural group format, led by Zeng Maojun, president of Wanda Cultural Group and president of Wanda Film and Television Group, and Li Hongpeng is responsible for diversified operations.

Compared with large-scale investment in car manufacturing, Wanda's cross-border vehicles this time are more cautious and lighter in business model. Wanda Automobile is positioned in the field of automobile consumption services, focusing on the sales of new energy vehicles and the layout of car services.

On October 11 last year, Wanda and FAW reached a strategic cooperation agreement, announcing that they will empower each other from three dimensions, including service ecology, energy ecology and membership ecology, and innovate to build a "Hongqi user experience ecology". Wanda will work with Hongqi and Hongqi partners to establish an automobile service company, relying on Wanda's commercial plazas and cultural tourism projects, to build a "new Hongqi supermarket experience store" nationwide.

In order to show determination and attitude, on the same day, Wang Jianlin said that he would personally take the lead, and all senior executives above the vice president of Wanda would change to Hongqi Motors.

After reaching a strategic cooperation with China FAW, Wanda's layout in the automotive field began to accelerate. According to the Tianyancha APP, on November 22 last year, Dalian Wanda Group and Taiqing (Beijing) Technology Co., Ltd. (hereinafter referred to as Taiqing Technology) jointly established Wanda Automobile, with the former holding 65% of the shares and the latter holding 35% of the shares. The company has a registered capital of 100 million yuan, and its business scope includes automobile new car sales, spare parts wholesale, motor vehicle charging sales, household appliances sales and professional design services.

According to the Tianyancha APP, the shareholders of Taiqing Technology are Yue Ri'an, Bao Weijie and Cheng Xiaoying, with a shareholding ratio of 80%, 10% and 10% respectively. Yue Ri'an is the actual controller of Shandong Taiyue Industrial Group, a partner of Hongqi Automobile. According to the official website, Shandong Taiyue Industrial Group established the first 4S store in Dongying in 2004, and is currently a car dealer group of more than 30 4S stores, with four brands of Mercedes-Benz, Ford, Beijing Hyundai and Hongqi.

Obviously, Wanda will use the experience of Shandong Taiyue Industrial Group in 4S stores to develop Hongqi supermarket experience stores.

On December 6 last year, Wanda Automobile established Beijing Wanda Automobile Technology Service Co., Ltd. with a registered capital of 5 million yuan. After the establishment of this company, the news of the landing of Wanda's first red flag experience center came.

According to Wanda's plan, on January 8 this year, the first Wanda Red Flag Experience Center will open in Beijing Fengke Wanda Plaza. By the first half of 2022, the first batch of new Hongqi supermarket experience stores will be successively landed in provincial capitals across the country.

Wanda's cross-border new energy vehicle track is earlier than Evergrande, Baoneng, Hopson, Rongsheng and other real estate developers. In 2016, Dong Mingzhu, chairman of Gree Electric Appliances, wang Jianlin, chairman of Wanda, and others jointly invested in Yinlong New Energy for 3 billion yuan. Only later, the dream of building cars was shattered, and Wang Jianlin withdrew, and he did not touch the field of car building.

In the future, whether Wanda Automobile will become a single industrial subgroup, or even involve car manufacturing, needs to be questioned.