Recently, Skyworth Automobile shouted out the goal of achieving a total sales volume of 30,000 vehicles at home and abroad and a cumulative sales of more than 4.5 billion yuan this year, and the company also regards this year as a tough year to impact the IPO of the Science and Technology Innovation Board. On the other hand, Skyworth, which is mainly engaged in home appliances, is still expanding its business scope, from photovoltaics to electronic cigarettes, and has the characteristics of actively participating in which industry is hot.
Specifically, Skyworth Health, a subsidiary controlled by Skyworth Group, began recruiting staff with e-cigarette-related experience. Skyworth Health's business includes the import and export of e-cigarettes and e-cigarette nicotine. In addition to entering the electronic cigarette, as early as the beginning of 2020, Skyworth actively participated in the field of photovoltaics, and established Shenzhen Skyworth Photovoltaic Technology Co., Ltd. to actively participate in the photovoltaic formation track.
For Skyworth Group, diversification may be a helpless move. Skyworth Group started with the color TV business and gradually ranked in the forefront of the domestic market, and this business has also become the foundation of Skyworth. However, with the continuous shrinkage of the TV market since 2014, Skyworth's revenue has also fallen into a state of stagnation. As a result, Skyworth began to test the waters of diversification in 2018, taking advantage of the fact that the main business can also provide cash flow to find new growth points as soon as possible.
Compared with e-cigarettes and photovoltaics, Skyworth Group's cross-border operations in the new energy vehicle track are relatively more mature. The first model OFT5 of Tianmei Automobile, the new car-making force incubated by Skyworth Group, was listed as early as 2020, and the price of the new car was 152,800 to 198,800 yuan after subsidies. However, in order to better build the "Skyworth" brand, Huang Hongsheng, the head of Skyworth, specially authorized Skyworth Automobile to its car-making company, and Tianmei Automobile became Skyworth Automobile.
However, Skyworth Automobile's debut performance was relatively sluggish. Skyworth's first model, the EV6, has sold only about 5,000 units since its launch in July last year. Specifically, Skyworth Automobile sold 461 vehicles in August last year and 575 vehicles in September. Since then, although there has been a rebound, monthly sales have always hovered around 1,000 vehicles, and the gap is obvious compared with the tens of thousands of vehicles in the first echelon.
Many media bluntly said that skyworth automobile's existing functions are backward, and skyworth automobile's so-called main health management function is only a gimmick to avoid the heavy and light, and there is not much advantage for consumers to pay attention to car safety and intelligent skyworth automobile.
Perhaps Huang Hongsheng car manufacturing is not really fully invested, from the cross-border operation of Skyworth Group in recent years, it can be seen that in order to make up for the risk of the decline in the main business, Huang Hongsheng continues to try to diversify, but diversification is only a shallow taste, take Skyworth Automobile, Skyworth Automobile launched EV6 models are only in the previous Tianmei Automobile ET5 to change the car standard, the new car has not done too much upgrade.
In addition, the ultimate goal of Skyworth Automobile is not to promote the upgrading and transformation of the domestic automobile industry, but simply for the sake of listing money. Judging from Huang Hongsheng's series of operations and statements, he is currently actively promoting the listing of its Skyworth electrical appliances and Skyworth Automobile. How the product is is not seems to be its first consideration.
Unlike e-cigarettes, building a car is not a light asset, fast money job. Domestic attempts to cross-border car manufacturing such as Baoneng Automobile, Bojun Automobile and LeTV network are now gradually forgotten, and traditional car manufacturers are facing the dilemma of high upstream raw material prices and poor downstream sales. From a speculative point of view, building a car is definitely not an easy job. If Huang Hongsheng really wants to build a car successfully, he still needs to sink his heart and polish the product and get close to the consumer, rather than hanging on the IPO at every turn.