Wang Jianlin, who has always been low-key, has recently made frequent appearances, and this time he has set his sights on new energy vehicles. On January 8, Wang Jianlin appeared in a suit at Fengke Wanda Plaza in Beijing's Fengtai District to stand for the Wanda Hongqi Flagship Store.
Since Wang Jianlin visited China FAW Group in August last year and announced the transfer of Wanda executives to Hongqi, Wanda has gradually started cross-border cooperation with FawC. Wang Jianlin, who has always been known for his fierceness, has repeatedly spoken out for the red flag in a short period of time, which is considered by the outside world to be a signal of intentional involvement in the automotive industry. However, from the current stage, Wanda only stops at the sales and service level for the automotive industry.
Wanda's advantage is the offline resources and traffic throughout the country, in the industry's view, if it can be bound to the new energy automobile industry in full swing, cooperation in the convenience of infrastructure and service ecology is undoubtedly a model innovation, and there may be many possibilities in the future.
A person close to Wanda told 90 degrees that Wanda's targeting of new energy vehicles this time is expected, the latter is in a stage of rapid growth, Wanda mall to introduce new energy vehicles can not only bring more consumer experience for everyone, but also attract more car owners to Wanda Plaza, which is very beneficial to both sides.
Hongqi Automobile entered Wanda Plaza
Giving 10 car keys to 10 in-store car buyers, this simple ceremony represents wanda officially starting to sell cars, and people can not only visit the mall, watch movies, eat at Wanda Plaza, but also buy a car and drive home.
However, if it is only to sell cars, it is obviously not necessary to engage in such a big battle, Wang Jianlin's greater intention lies in the service ecology behind new energy vehicles, that is, around the integration of automobile sales, after-sales service, new energy and surrounding industries, to do the ecological chain of automobile services. It is reported that Wanda will carry out three dimensions of cooperation with Faw of China, including three dimensions of service ecology, energy ecology and membership ecology, to create a "Hongqi user experience ecology".
Specifically, Wanda relies on its commercial plazas and cultural tourism projects throughout the country to build the "New Hongqi Supermarket Experience Store", using high-tech means to provide customers with a comprehensive car display experience, a more convenient online and offline sales experience, and a convenient and efficient maintenance service experience.
Taking Beijing Fengke Wanda Hongqi flagship store as an example, its business area of more than 1,000 square meters, composed of an above-ground display center and an underground service area, not only has the brand history of Hongqi, a variety of best-selling models and unlisted new cars, but also enhances consumers' scientific and technological interaction through high-tech means.
Not only that, the underground service area and the above-ground exhibition area in the store are connected, in addition to meeting the new car delivery, test drive, beauty film, used car consignment and light maintenance functions, you can fully experience automatic parking, automatic car washing, automatic charging and other trendy car technology.
"This model is very efficient and innovative, which is equivalent to moving a traditional 4S store into Wanda Plaza." A person close to Wanda told 90 degrees that in the past, it often took two or three hours to maintain the car, and now it is very convenient to park the car directly in Wanda Plaza, while maintaining or charging the car, while social entertainment or business appointments.
Wang Jianlin's style is a lot of things or do not do, if you do it hope to be able to make a benchmark, according to media reports, this year 60 Wanda Red Flag experience stores will be opened in cities across the country. Of course, if the development goes smoothly, the two sides may also cooperate in the functions and formats of Hongqi new energy vehicle production base and theme cultural tourism town to jointly build a "Hongqi Wanda Smart Community".
The above-mentioned person said that the mall has become an arena for new energy vehicles, but most of them are in the purpose of displaying brands, and it remains to be seen whether a sustainable model can be truly formed, but in the future, if more auto companies consider joining, Wanda is expected to continue to increase in the field of auto services.
The uncertainty of the service track
At present, new energy vehicles are in the process of rapid development. According to the China Automobile Association, China's new energy vehicle sales are expected to reach 3.4 million units in the past year, an increase of 160% year-on-year.
The substantial growth in the sales scale of new energy vehicles is followed by a rapid increase in people's service demand, but although the service demand for new energy vehicles has increased, the level of profitability is still difficult to judge.
Shi Jianhua, deputy secretary-general of the China Association of Automobile Manufacturers, told 90 degrees that new energy vehicles are just in their infancy, or a new thing, the proficiency and standardization of after-sales service, how to provide service quality, these are all tests, whether they can form a very perfect service system to reassure consumers Still need time to prove.
Shi Jianhua further said that any car has a life cycle, the use time of new energy vehicles is still very short, there is no long life cycle for everyone to experience, however, if the service content is constantly increased, or new energy vehicles add many functions that traditional cars do not have, then the maintenance and service of these functions will be higher.
Bai Wenxi, vice chairman of the China Enterprise Capital Alliance, believes that the shortcomings of the service level of new energy vehicles at this stage are the problems of insufficient after-sales service and lack of outlets, and from the perspective of light assets, the profitability of the new energy vehicle service track is still relatively high.
Bai Wenxi further said that Wanda entered the field of new energy vehicle service ecology, although the control of upstream resources and supply chain is poor and easy to be controlled by people, but this kind of asset-light investment is relatively easy to quickly form a revenue scale, and obtain a higher growth rate and a higher LEVEL of ROE.
What kind of report card to hand over in the future depends on Wanda itself, Wang Jianlin has found Li Hongpeng, the former vice president of business of Hyundai Motor Group, who has officially joined the post and is the general manager of Wanda Automobile. According to people familiar with the matter, the Current Wanda Automobile team is still in the stage of forming a team, there are about 4-5 people, and what cards Wanda will play next will wait for the decision of the new leader.
From "open and close" to "take it lightly"
Whether the service field of new energy vehicles can become a profitable track or what kind of play method in the future is too early to discuss, but this spirit of innovation has always been Wang Jianlin's style.
As we all know, Wang Jianlin attaches great importance to the innovation ability of enterprises, and he once said to the outside world: "In my opinion, the profitability and innovation ability of enterprises are the core competitiveness of enterprises. Wang Jianlin last appeared in November last year, at the Wanda Innovation Work Promotion Conference, he emphasized that innovation is unlimited.
In fact, since Wang Jianlin invested in Zhuhai Yinlong New Energy Company, he is more optimistic about the future of new energy vehicles, and finally from the service perspective, it is also in line with Wanda's positioning of "modern service industry", which can be said to be a "soft cut".
Judging from the current caliber of Wanda, there is no sign of further deepening into the automobile manufacturing industry. The above insider said that this cooperation can be said to be a breakthrough in Wanda's service boundary, Wanda likes to do some things that lead the industry to innovate, and it also has this hope in the field of new energy vehicle services.
Whether it is the low-key in recent years, or the adjustment of Wanda's operation, it can be clearly seen that Wang Jianlin's change, compared with the previous high-profile style of opening and closing, Wang Jianlin is now more cautious, and is more accustomed to taking lightly in business adjustment and operation.
Many people may remember the high profile of Wanda when doing e-commerce, ten years ago, Wanda began to lay out e-commerce, and then found Tencent and Baidu to set up a common company, the three giants plan to invest 20 billion yuan in 5 years to create the world's largest O2O e-commerce company, a moment of highlight unlimited, follow-up development does not need to be detailed, according to reports, 2020 Wanda e-commerce platform has entered the cancellation process.
Nowadays, even if Wang Jianlin is very optimistic about new energy vehicles, he is more restrained in terms of layout, as we all know, Evergrande, Baoneng, Hopson and other housing enterprises are spending heavily on investment, taking Evergrande Automobile as an example, as of the end of 2020, Evergrande has invested a total of up to 47.4 billion, but Evergrande's "tragic" ending is also lamentable.
When the times create heroes, Wang Jianlin should have a deep understanding of this, and in the past ten years, his strategic thinking has changed.
At present, Wang Jianlin's focus is still wanda commercial management in the IPO, and any turbulence of Wanda may make people associate with the IPO feast that the capital market is most looking forward to, but from the perspective of service capabilities, the cooperation between Wanda and Hongqi is more or less positive to Wanda commercial management.
In Bai Wenxi's view, Wanda's attempt this time is a positive and blessing factor for Wanda Commercial Management's IPO, whether from the perspective of finding a second business development curve, or from the aspect of increasing revenue, thickening performance and enhancing growth.