This year, everything is paid attention to the outlet, the outlet of the meta-universe has just risen, and a series of Internet companies have flocked to it. The new energy track, which started earlier than the meta-universe, has also attracted Wanda.
On January 8, Wanda Chairman Wang Jianlin went to Fengke Wanda Plaza to attend the opening ceremony of Wanda Hongqi Automobile flagship store.
This is wanda's first hongqi experience store since it reached a strategic cooperation with Hongqi in October last year.
At the scene, Lao Wang and Chen Xu, general manager of FAW Hongqi Automobile Sales Co., Ltd., jointly gave 10 Faw-hongqi car keys to 10 in-store car buyers, which also marked the implementation of the strategic cooperation between China FAW and Wanda Group.
01 Wanda dabbled, from "light" operations
The news of Wanda's entry into the automotive field has indeed surprised many people.
There are many housing enterprises involved in the automotive field, most of which are mainly based on car manufacturing, either investing in a car company by themselves, or doing it themselves, after all, the housing enterprises have a large family business and more money.
There are also many housing enterprises planted on this road, Evergrande and Baoneng are the lessons of the past, the former invested 47 billion, the latter hitched more than 50 billion, and at present, they have not received too good returns.
The examples of Evergrande and Baoneng are placed there, and the housing enterprises that want to enter the market later have to weigh the points.
New energy vehicles are indeed a fragrant food, but if you can't find the doorway, you can only put money inside in vain - perhaps it is to see this layer, when Wanda entered the new energy vehicles, it played an extraordinary card:
Don't build cars.
Since the second half of 2021, Wanda has been on the line with FAW Group. In November, Wanda Automotive Technology Service Co., Ltd. (hereinafter referred to as "Wanda Automotive Technology") was formally established, and Wanda Group is the majority shareholder, with a shareholding ratio of 65%.
In this regard, Wanda insiders said: "The establishment of registered automobile service companies this time is not through a joint venture company to intervene in the automobile production industry chain, but through the laying of automobile sales channels, to prepare for the entry of offline automobile trading services, which is equivalent to an additional distribution channel for automobile companies." ”
Up to now, Lao Wang has not invested heavily in FAW, but has made appropriate changes on the original supermarket system to create a new car purchase service for it.
Wanda, which adheres to asset-light operations, has also maintained its own consistent style when entering the automotive field.
02 The strategy has been implemented and rolled out in an orderly manner
In October last year, China FAW Group officially launched a strategic cooperation with Wanda Group. Wang Jianlin said that he will personally take the lead in replacing all senior executives above the vice president of Wanda with Hongqi Motors.
On January 8, Lao Wang took his new car, Hongqi H9, to Beijing Fengke Wanda Plaza to participate in the opening ceremony of the first Wanda Hongqi Automobile flagship store.
At the scene, Lao Wang and Chen Xu, general manager of FAW Hongqi Automobile Sales Co., Ltd., jointly gave 10 Faw-hongqi car keys to 10 in-store car buyers, which marked the implementation of the strategic cooperation between China FAW and Wanda Group.
Beijing Fengke Wanda Hongqi flagship store has a business area of more than 1,000 square meters, consisting of an above-ground exhibition center and an underground service area. Among them, the above-ground display center is located in the middle of the first floor of the mall, and the overall decoration of the store highlights the sense of interaction of science and technology, and customers can directly experience the black technology inside the Hongqi car through the interactive screen in the store.
Located on the second floor of the minus 2nd floor of the mall, the underground service area will provide customers with a number of automotive technologies such as automatic parking, automatic car washing, and automatic charging in addition to providing regular services such as after-sales, maintenance and cars.
According to the information officially released by Wanda, Wanda's territory is very large, not only to sell cars, but also to create an automobile ecosystem - according to Wanda's development plan, it is not only to provide a sales network for Hongqi, but also to make full use of Wanda Group's more than 7,000 parking lots and smart parking systems in major cities across the country in the future to provide charging piles, smart parking and other services to car owners.
In addition, Hongqi car owners can also enjoy the preferential policies for parking, movie watching, hotels, events, tourism and vacation services brought by Wanda.
In other words, Wanda is ready to build a Wanda automotive ecosystem based on its commercial plazas and cultural tourism projects.
According to Wanda's plan, 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, and it is expected to reach 60 throughout the year.
03 Play to the advantage, the veteran joins
At a time when new energy vehicles are booming, the traditional automobile sales industry has undergone changes.
The information presented by the data is the most intuitive - in 2020, the number of auto dealers in the country reached 3,098, which is much higher than the new outlets added that year. Among them, the dealers who withdraw from the network are mainly traditional 4S stores, and the newly added outlets are mostly new energy brands.
The new forces of car manufacturing have gradually formed a scale, and the marketing ideas of these brands have also changed - the new energy vehicle circle adopts the sales model of "city showroom + online order", the city showroom can enhance brand awareness, and online orders make the price more transparent.
Generally speaking, urban exhibition halls are located in bustling shopping malls in first- and second-tier cities, which greatly increases brand exposure. In recent years, some Wanda Plaza has also appeared in the sales centers of various brands of new energy vehicle companies.
Looking at Wanda, in addition to exerting its own advantages, it has also made various preparations - in December 2021, Li Hongpeng, former vice president of commercial affairs of Hyundai Motor Group (China), officially joined Wanda Automotive Technology as the president of the company, and is fully responsible for the diversified operation of Wanda Automotive Technology.
Li Hongpeng is a veteran of marketing in the automotive industry, with 28 years of management experience in the automotive industry, and has served as a director and senior executive vice president of Beijing Mercedes-Benz Sales Service Co., Ltd., vice president of sales and marketing for Ford Greater China and president of Changan Ford's national sales and service organization, and chief commercial officer of Hyundai Motor Group (China).
Professional things are left to specialized people, which is Wanda's attitude towards the automotive field. And the arrival of Li Hongpeng is also enough to prove to the public:
When it comes to the automotive sector, Wanda is serious.
04 Conclusion
In the past few years, Wanda has taken a particularly stable step, and since Lao Wang announced the comprehensive transformation of light assets, Wanda is gradually throwing off its heavy burden and moving forward steadily.
Nowadays, Wanda cuts into the car track, and profitability has become the mainstream issue of media attention - Wanda Plaza, a large-scale comprehensive plaza, covers a variety of ecosystems, which is Wanda's advantage, Wanda can skillfully integrate car services with Wanda Plaza's format and win the public's recognition.
It is said that commercial real estate looks at Wanda, in the future, we may be able to look forward to it:
New energy vehicle services, also look at Wanda!