The future of China's auto market is destined to be strong and strong, and the weak are weak, or even eliminated. Some people may question this statement. However, looking at the current situation of the home appliance industry, you may understand. Taking the TV industry as an example, nowadays, domestic brands have become the mainstream, and what we can remember, in addition to Hisense, Haier and Skyworth, as well as the so-called high-end imported Sony and Panasonic that barely live, are xiaomi, Huawei and other emerging smart technology brands.
This is true of the television industry, and it is also true of the automotive industry. I believe that in the near future, it will be such a pattern. Those who can survive must be the positive and upward independent car companies such as Chang'an, Great Wall, Geely and BYD, as well as the new car-making forces such as Weilai, Ideal, and Xiaopeng, and first-line luxury brands such as BBA. Beyond that, it will all be wiped out.
Having said a lot, you may not know what the author is trying to say. Quite simply, after talking about the companies that can survive, the next thing is to talk about the companies that may not survive. For example, BAIC Ruixiang. When it comes to BAIC, it is familiar. But BAIC Ruixiang, but inevitably a little strange? Next, the author will first popularize the past and present lives of BAIC Ruixiang.
Before Ruixiang, there was also a brand, called BAIC Yinxiang. Speaking of BAIC Yinxiang, everyone is a bit familiar with it. In fact, BAIC Ruixiang is a new brand renamed after the reorganization of BAIC Yinxiang. After the makeover adopts the new brand logo, Ruixiang launched the first model Ruixiang X5. However, judging from the market feedback, this car does not seem to be successful.
Continue to turn over BAIC Yinxiang. The author inquired about the relevant information and learned that BAIC Yinxiang is an automobile company established by Beijing Automotive Group and Chongqing Yinxiang Business Group in 2011. In March 2014, BAIC Yinxiang launched the BAIC Phantom Speed brand, with a good cost performance, BAIC Phantom Speed has developed rapidly, and by 2017, BAIC Yinxiang's annual sales have reached a peak of 300,000 vehicles. However, in 2018, BAIC Yinxiang's sales still plummeted, and there were many internal problems, such as capital chain problems. Immediately after, the news of employee holidays and factory shutdowns kept coming out.
In this context, even if it is backed by the big tree of BAIC, it still has not escaped the end of the decline of the brand in the face of a sharp decline in sales and various thorny problems. Therefore, the only thing waiting for BEIC Yinxiang is to reorganize the mighty wind and fight again.
Let's keep going!
In August 2019, the Chongqing Municipal Government and BAIC Motor Group reached a Strategic Restructuring Agreement and decided to carry out a strategic restructuring of BAIC Yinxiang.
In September 2020, the Fifth Intermediate People's Court of Chongqing Municipality ruled to accept the reorganization application based on the applications of BAIC Yinxiang Automobile Co., Ltd. and Chongqing BAIC Phantom Speed Automobile Sales Company.
In February 2021, the second creditors' meeting of the reorganization case of BAIC Yinxiang Automobile Co., Ltd. and Chongqing BAIC Phantom Speed Automobile Sales Co., Ltd. was held on the National Enterprise Bankruptcy and Reorganization Case Information Network, and finally all the voting groups passed the draft reorganization plan by a high vote.
In May 2021, the Fifth Intermediate People's Court of Chongqing Municipality rendered a ruling approving the reorganization plan of BAIC Yinxiang Automobile Co., Ltd. and Chongqing BAIC Phantom Speed Automobile Sales Company, and terminating the reorganization procedures of BAIC Yinxiang Automobile Co., Ltd. and Chongqing BAIC Phantom Speed Automobile Sales Company.
At the 2021 Chongqing Auto Show, the new brand BAIC Ruixiang was officially released, and its first SUV model, the Ruixiang X5, was officially unveiled. But as soon as this BAIC Ruixiang X5 debuted, it made people feel a little familiar, because on it, you can see some Borgward BX series figures. Whether it is the front face grille net or the logo that looks like Borgward, is this a Borgward shell product? Of course, everything is not important, because Borgward has long changed owners, and Ruixiang seems to have been proven by the market that this car cannot live well.
As for product planning, Liao Xionghui, CEO of BAIC Ruixiang, has said that in the future, five new energy models such as EU5, EU7, DV611, EV12, and Ouhui buses will be imported and produced from BAIC Group, as well as 3 traditional energy models such as 2 SUVs and A6s, and will successively launch a variety of new energy and fuel models, including passenger cars and commercial vehicles.
To sum it up briefly!
BAIC Ruixiang is a vehicle manufacturer jointly built by state-owned enterprises in Chongqing and Hechuan District and BAIC Group. According to the information of Tianyancha, the specific shareholding ratio is that BAIC Group holds 25.99% of the shares of BAIC Ruixiang as the largest shareholder, China Development Bank Development Fund Co., Ltd. holds 12.65% of the shares, and Chongqing Yinxiang holds 61.35% of the shares as the actual controlling shareholder.
So, after the reorganization and renaming, can BAIC Ruixiang get back on track and rise again? In fact, after re-entering the game, BAIC Ruixiang is still facing difficulties.
Nonsense aside, look at the data!
According to industry data, BAIC Ruixiang's domestic sales in December 2021 were 85 vehicles, an increase of 60.38% month-on-month. Ranked 112th in the sales ranking of all automobile companies. Single-month sales are not more than 100, which is indeed a bit of a feeling of life or death for BAIC Ruixiang. In other words, on this point of sales, Mo said that revitalizing the market is a problem to feed employees.
As for the annual sales, sales began in September, and by the end of December, the cumulative sales volume was 180 vehicles, and mo said that it broke through 1,000, and even 200 failed to break through. Compared with other independent brands with more than 10,000 bicycles, rounding can be completely ignored.
Seeing this report card, the author can't help but ask the soul three questions, as a shareholder of BAIC Ruixiang, do you regret it? How will Liao Xionghui, the CEO of BAIC Ruixiang, continue his great dream? The first car folded, can the next product strategy be promoted as scheduled?
It must be admitted that from this report card alone, BAIC Ruixiang is really like a joke. In fact, if you think about it, it is understandable. As Liao Xionghui, CEO of BAIC Ruixiang, once said, future products need to be imported from BAIC. Let me ask, BAIC these cars are not selling well, they are all going to be out of breath, what is the point of you importing them again? Do not pay attention to the improvement of their own research and development capabilities, only think of relying on others, after all, the bamboo basket will be empty. After all, Chery's Kai Wing is a good example. However, compared with Chery and Kaiyi, the author feels that BAIC Ruixiang seems to be worse.
On February 28, BAIC Ruixiang held the first new energy model off-line ceremony at the Second Assembly Plant in Hechuan, Chongqing. The birth of this new energy model also means that BAIC Ruixiang has successfully completed the market pattern of synchronous sales of traditional energy and new energy mentioned in 2021. It looks very bullish, but when the author saw the car, he couldn't help but look confused again, it turned out to be a wide-body multi-functional logistics vehicle. And the clear-eyed people understand that although the front face is slightly different, this car must be imported from BAIC New Energy. In the future, BAIC's EV5 is bound to become an inner roll. In other words, relying on such a logistics vehicle, I want to put up the banner of entering new energy, which is simply a fool's dream!
On March 2, BAIC Ruixiang released its SUV model, the Ruixiang X3, a 3-day countdown official map through its official channels. According to the model plan, the car is positioned as a compact SUV, which is the brand's second model to launch in the SUV market. The author would like to ask, do you understand the matter of Ruixiang X5? With such a rapid launch of X3, does BAIC Ruixiang have the corresponding marketing capabilities?
If you think that the author's discussion is a bit excessive, you may wish to see what netizens say. Some netizens commented that BAIC Yinxiang turned into another lump of "Xiang" (this is a bit excessive, but you can also see that netizens hate the mood of iron not steel), before Yinxiang and phantom speed of the owner of the car repair no 4S shop, complaints, people are not in the company, a good rebirth, this is not a dry thing that is not clean ass, this is to directly change an ass, continue to deceive, cut leeks. When the new wave of leeks is cut, is it necessary to change the name and change the ass to continue to deceive people. Ps phantom speed s517 model car owner, opened 20,000 kilometers of gearbox broken, running will suddenly not be able to increase the speed, how big the throttle is useless, speed up, speed can not go up, the quality of this domestic car is really too poor, now 4S shop no, manufacturers also do not, hehe!
There are also netizens who claim to be the owner of the phantom speed car, questioning, BAIC Ruixiang? Change the name, the original dealer and car owner can not be left alone? Products made with such a mentality are definitely difficult to sell, because no one will be fooled again!
Of course, we also know that because of the problem of some sub-brands of BAIC, many dealers were deeply involved in it, and the loss was unbearable. As a netizen said, there are still many BAIC phantom speed, BAIC Shenbao, BAIC Weiwang, Bisu, Borgward dealers have no way to complain, are you here to pay off the debt, or to harvest the corpse? In this regard, the author does not know how to deal with those problems after Yinxiang becomes Ruixiang, but I still want to shout BAIC and Ruixiang, as a car company, whether it is for users or partners, please be kind, and be sure to put responsibility and responsibility first!
Quotes from the Little Emperor
Although Ruixiang debuted not long ago, the new car was only listed in September last year, but compared with the performance of chery sub-brand Jietu that year, it is obvious that baiqi Ruixiang's report card is very unqualified. Returning to the question I talked about at the beginning, in the face of an increasingly competitive automobile market, can BAIC Ruixiang survive 2022? Whether it is in vain or rising against the trend, BAIC Ruixiang should think about the next market and product strategy!
Finally, the author would like to say that BAIC's new energy and traditional fuel vehicles are struggling, how can they help you Ruixiang? In any case, it is better to rely on people than to rely on oneself, and only by finding ways to improve one's own product research and development capabilities will one have the opportunity to have a place in the car industry where the competition is so fierce! As for the rushed new energy logistics vehicle and Ruixiang X3, the author's advice is not to hold out too much hope. Otherwise, the greater the hope, the more disappointed it is destined, do not believe, let's walk and see!
Note: Some of the pictures come from the Internet, if there is infringement, please contact the author to delete.