Recently, BAIC BJEV has been on the hot search! The Beijing Court Trial Information Network published the "Criminal Judgment of the First Instance of Xu Mou's Bribery" and the "First Instance Criminal Judgment of Li Mou's Bribery". The judgment shows that Xu X of BAIC BJEV Marketing Company took advantage of his position to seek benefits for others, colluded with his wife Li X to illegally accept property from others, and also colluded with others to give property to state employees, and was sentenced to seven years' imprisonment and a fine of 300,000 yuan in the first instance for constituting the crime of accepting bribes and paying bribes.
According to the disclosure, between 2019 and 2020, in the projects such as BAIC BJEV's "EX3 Project" and "EU5 Project" contracted by Company A, Xu received a benefit fee of 1.43 million yuan from Bai Mou, the actual controller of Company A. Cao Bin, former director of the marketing communication department of Beijing New Energy Automobile Marketing Co., Ltd., was also arrested earlier because of this matter.
In fact, BAIC BJEV has been involved in many cases. At the end of August last year, Lu Hao, who had worked for BAIC BJEV, was appointed chief experience officer of Nezha Automobile for 21 days, and the news of being investigated by the police came out. Lu Hao once served as deputy general manager of BAIC BJEV Marketing Company and general manager of ARCFOX Jihu Business Unit, and it is reported that his "accident" is also related to this experience.
In the environment of the rapid growth of China's new energy vehicle market, BAIC BJEV has changed from the original head leader to a third-rate brand with continuous losses, product quality is not passed, and the company's senior management is unstable. The road of BAIC BJEV has become like this, which is more due to its own lack of intention to forge ahead and the failure to achieve long-term planning for market prospects.
The downhill road of "Electric Brother"
BAIC New Energy Vehicle is one of the earliest car companies in China to develop new energy, and on the eve of the government's vigorous support for the development of new energy vehicles, that is, in 2009, Beijing New Energy Automobile Co., Ltd. was specially established to focus on the field of pure electric vehicles. In the early days, with the national government subsidies and the money-saving model of "oil to electricity", BAIC new energy vehicles can be described as the "wind and water", plus the back to the beijing large market, sales are really good.
This approach has given BAIC BJEV a taste of sweetness, with both subsidies and sales, with 5.37 billion yuan of government subsidies and new energy subsidies received in 2018 alone. In the new energy vehicle market, due to the decline of subsidies, the sales of new energy vehicles in the second half of 2019 have been showing a downward trend. Even so, BAIC BJEV still sold 150,600 vehicles in 2019, down 4.69% year-on-year, maintaining the first sales volume in the pure electric vehicle market for 7 consecutive years, which can be described as a veritable "electric brother".
However, this kind of good thing cannot be occupied by BAIC BJEV all the time. With the vigorous research and development of more independent brands, the launch of more advanced pure electric platforms, and the listing of more high-quality pure electric vehicle models, BAIC BJEV's "oil to electricity" model was instantly "killed". Coupled with the further tightening of subsidy policies, BAIC BJEV has experienced a cliff-like decline in 2020, and even if it launches a high-end brand, it will not be able to save the performance of continuous sluggish sales.
In 2021, baic motor bJEV's cumulative sales of only 21,900 vehicles, less than BYD's single-month sales. It should be known that in 2019, BAIC BJEV sales remained above 150,000 vehicles, and sales in 2020 instantly fell to 25,900 vehicles, and sales in 2021 fell to 21,900 vehicles again. The sharp decline in sales has also caused a sharp decline in the reputation and attention of BAIC BJEV.
The high-end brand Jihu, which is regarded as the "life-saving straw" of BAIC BJEV, is even more disappointing in 2021. In 2021, the cumulative sales volume of the Polar Fox is only 4993 vehicles, which is far from the sales target of 12,000 vehicles set at the beginning of the year. You know, Jihu can be described as BAIC New Energy's huge investment in "building", behind which there is the blessing of magna, Huawei and other world's top resources.
In the case of such a bleak situation of BAIC BJEV, Zhang Xiyong, general manager of BAIC Group, put forward the sales target of 100,000 vehicles in 2022 at the beginning of 2022, including 40,000 Vehicles of Jihu, and strives to impact 300,000 vehicles in the future. If the target is to be achieved, the former will increase by more than 280% year-on-year, and the latter will increase by 701% year-on-year. From this point of view, Zhang Xiyong undoubtedly "drew a big pie" to the outside world.
Stock price plunged Polar Fox was "routine"?
As of February 10, 2022, the share price of Beiqi Blue Valley was 8.92 yuan, and in the middle of December last year, its stock price was still above 12 yuan, which means that after more than 1 month, the stock price of Beiqi Blue Valley fell by nearly 30%. At that time, it was more than 12 yuan, and at this time it was less than 9 yuan, and such a gap was not exaggerated to describe it as "the difference between heavens and earth".
Baic BJEV's current loss situation, in addition to the current model can not sell, the high-end brand ARCFOX Extreme Fox downturn also accounts for a large part of the reason. According to the announcement of Beiqi Blue Valley, the net profit in 2021 is expected to be -4.8 billion yuan to -5.3 billion yuan. It should be known that in 2020, Beiqi Blue Valley has lost 6.48 billion yuan.
Beiqi Blue Valley explained that in the past year, Beiqi Blue Valley was affected by the new crown pneumonia epidemic and the supply of raw materials, and the existing gross profit could not cover the inherent costs and expenses, and the impact on the company's performance was about 2-2.5 billion yuan. The company also said, "In order to achieve the transformation of products to high-end, fully promote the ARCFOX Jihu brand promotion and channel construction, the company increased brand communication efforts, advertising and operation and other sales expenses increased, the impact on the company's performance is about 1.7 billion yuan." ”
Some investors questioned Beiqi Blue Valley through the platform: your company, from the chairman to the middle level of Jihu marketing, has said on different occasions that there will be explosive growth in Sales of Juhu in 2022. However, in 2022, I did not see the vigorous publicity of the extreme fox car in the mainstream media, except for posting articles and boasting in interviews, where is the actual action? These shareholders want to "run away", and the real money and silver do not know where to spend.
What is even more devastating is that Jihu leaned on the traffic thigh Huawei last year, and brought considerable traffic to it with the popularity of "Huawei-made cars", but such a high traffic could not be converted into sales in the end. At the end of last year, the release of the Q&I M5 was tantamount to giving the Pole Fox a blow. Some media visited the store and found that although the Q&I M5 and the Jihu Alpha S were sold on the same stage in the Huawei store, the store employees were very precious to the Q&E M5, but they "didn't know and didn't know" about the Jihu.
Last year, BAIC Blue Valley said that its subsidiary BAIC BJEV and Huawei signed a comprehensive business deepening cooperation agreement, and the two sides jointly created the "ARCFOX" and "HI" joint brands based on the jointly developed HBT project products. According to the agreement, the two parties will further strengthen the product development of all co-brand cooperative models. Now it seems that Huawei obviously does not trust the Extreme Fox, and it may also be that BAIC BJEV really can't move it!
Write at the end
After more than ten years of development, the development of domestic new energy vehicles has entered a relatively mature stage, from policy-oriented to market-oriented, and various problems of BAIC BJEV have begun to appear. The ostensible reason is the downhill government subsidies and the decline of B-end businesses such as online ride-hailing, but digging deeper can be found that the essence of BAIC BJEV's plunge in sales is that it does not provide enough competitive products.
And with the continuous prominence of the quality problems of the original model, its good reputation is gone. The reason why BAIC BJEV has today's situation is that it is too short-sighted and too speculative. In this era of looking at faces, BAIC BJEV's products first have no advantages in appearance design, and still have not got rid of the routine of "oil to electricity".
In contrast, Xiaopeng, Weilai and Ideal, these new forces of new energy car manufacturing, the appearance design is both beautiful and full of high-end sense of science and technology, coupled with the gradual increase in consumer acceptance of high-end trams, BAIC BJEV's products have become outdated, and the plunge in sales is reasonable. In addition, BAIC BJEV's delay and rigidity in marketing have led to a breakthrough road to the high-end that has been almost blocked.
Baic BJEV to face this year to face the dilemma is undoubtedly the worst in previous years, in addition to solving the company's high-level corruption problem, but also to find a product breakthrough road, but also in the marketing to find the preferences of the younger generation, these difficulties to be overcome one by one this year, otherwise BAIC BJEV will go to the edge of the market, even a slow opportunity is no longer much left!
Written by Sun Chen
Editor-in-Chief Sun Chen
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