Following the last Time Baoneng Automobile bubbled up to release a new high-end electric luxury brand "BAO", more than half a year has passed, just when people are about to forget this matter, Baoneng Automobile seems to pinch the time point as if it came out, and released a new car tasting meeting, for this release of the new model I do not want to do too much unnecessary repetition, as for the reason, everyone tacitly.
In fact, compared with the release of new products, I think Baoneng Automobile should think more about how to reshape its own brand image, at least to clean the house and then welcome guests. Look at the last release of new brands or the current release of new products, but where Baoneng can show its face, there is always a boo, there are former fans of the righteous indignation, there are also partners who have drunk and happy to defend their rights, and even netizens who claim to be former employees of Baoneng, spontaneously and constantly advise everyone not to buy any products of Baoneng. Everything is not a matter of benevolence and righteousness, what "mistakes" did Baoneng make it so difficult for his partners who were once in the same trench to be so upset?
Personally, I think that the set of lost punches that Baoneng played on Qoros was a "mistake" on the surface. In 2017, Baoneng Group, which was still rich and powerful, absolutely realized its dream of building a car, so it spent 6.6 billion yuan to acquire a 51% stake in Qoros Automobile, and in 2018, it created the illusion of 63,000 car students peaking in 2018 by turning left hand to right hand.
Although it is a false prosperity, but the investment of 20 billion yuan is finally piled up a quite cost-effective model, consumer recognition has gradually risen, but unfortunately do not know whether the decision-making level is blinded by the proud sales data, just a little improvement began to drift. First of all, a wave of drastic reduction tides, electric tails, co-driver electric adjustments and other places that can be saved have been cut. Affected by this, sales have taken a sharp turn for the worse, and have harvested dividends through various ways such as ECM program updates and TCU program markup upgrades, and then Qoros Yiyun stopped operating without any explanation, directly discarding the old car owners who trusted them in the past.
In terms of product layout, it is also a variety of fans, first launched Qoros 5S to and Qoros 5 inner volume, accelerating to the end of the market life. Later, it launched Qoros 7, known as the fine-tuned version of Yixuan GS, in an attempt to save Qoros that could not brake the car, and the results could be imagined. In the past year, the cumulative sales volume has just exceeded 5,000 vehicles, and the annual sales of the entire brand are less than half of the monthly sales of hot models, which is basically a failure. Ironically, it was the linkage cloud that helped it reach the peak of sales at the beginning to put an end to this stage. A large number of decommissioned Qoros cars at a wholesale price of 30,000 / car, creating the last madness of used car dealers at the end of the year.
A chaotic fist operation, no market, lost word of mouth, not only almost hammered to death Qoros car, but also carried to offend many Qoros car owners, and this practice, but also let many onlookers directly to Baoneng car cold.
In fact, the chill to Baoneng is not only aimed at the old car owners of the past, but also has no scruples about the employees of the same trench. As early as the beginning of last year, Baoneng Automobile was exposed to layoffs, arrears of employee wages and social security payments. And to sell the labor of employees in exchange for Chery Automobile to give Qoros automobile capital subsidies, because it has not paid social security provident fund to employees for more than half a year before, even if no one is willing to leave their hometown to "support" other companies in arrears, but there is this shackle, it has to be forced to accept, because Baoneng has clearly stated that if it does not obey the arrangement, it will be treated as a divorce.
"Wages for June and July last year have not yet been paid, and the 'five insurances and one gold' have not been paid so far, and only 20% of the after-tax wages in June were received in early August." A former employee of Baoneng Automobile broke the news online that he was forced to leave in September last year without accepting "support" from other places.
In the case of continuous internal troubles, the dealers who had been attached to them naturally chose to withdraw. It is understood that all employees of baoneng automobile's earliest and most representative provincial-level directly operated stores established in Tianjin have formally signed a termination labor contract agreement last month, which is regarded by industry insiders as a microcosm of the collapse of Baoneng's full-line channels. It is reported that there are still a large number of dealers in Baoneng to ask for arrears, if not properly handled, the future sales channels or will only be adjusted to online.
After consumers, employees and dealers have all "offended" once, Baoneng Automobile does not think about how to make up for it, and turns around to play high-end electric vehicles, which is naturally not optimistic about the industry. However, I think Baoneng Automobile does not intend to be recognized by the market, and this new product conference with a more "show" component is obviously drunk without the intention of drinking.
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