There is a saying in Chinese football circles that "only 2 Chinese football bosses invest in football because they love football, not for return", one of which is Yin Mingshan, chairman of Yuanlifan Group.
Yin Mingshan, chairman of The original Lifan Group
Yin Mingshan loved football, from taking over the Chongqing Lifan football team in 2000, until 2017, because the financial situation was really unsupportable and handed over to the contemporary group, it was also in the same year that Yin Mingshan retreated to the second line.
Yin Mingshan, who loves football, can't save lifan who builds cars
Yin Mingshan, who loves football, can't save lifan who builds cars, and at this time, Lifan is 3 years away from Geely's ownership.
After that, the Yin family has actually begun to gradually lose control of Lifan, whether it is the management talents sought outside the family (Mou Gang, Marco) or the potential rich three generations (Yin Annie) mined within the family, have not been able to reverse this decline.
In 2020, after the Yin Mingshan family was filed by the CSRC for suspected violations of laws and regulations on information disclosure, Yin Mingshan left the world with only a lonely and desolate back.
Yin Mingshan, chairman of YuanLifan
With the passage of time, it is difficult to see the Yin family in the rivers and lakes, and even the news related to it is difficult to find.
On April 23 this year, Lifan Technology (renamed after Geely Technology Group took ownership) released its first full-year financial report after bankruptcy reorganization, with a net profit of 55.6421 million yuan, down 4.24% year-on-year; a net loss of 36.4995 million yuan after deducting non-recurring gains and losses, and the loss after deducting non-recurring gains and losses narrowed significantly year-on-year.
Geely's entry into the ownership, so that the two words "Lifan" in the long history of China's automobile industry can be continued, after the "blood transfusion" of tens of billions, Geely is waiting for Lifan "nirvana".
"The development of enterprises and the growth of life are like climbing mountains, finding mountains and finding ways is a learning process, from which to learn to be calm and calm, and how to find vitality from panic." --Wang Chuanfu"
Even after such a setback to the listing, Lifan has not slowed down in any Internet-related fields. For example, in recent years, Lifan has continuously expanded its commercial territory and expanded its technology and funds to various fields.
And the tide and many apps that were previously rumored to be stationed by big capital, some netizens suspected that it was the Lifan system behind the platform. Those AJ, green water ghosts and other imported products that are widely sought after by first- and second-line youth, such as thousands of imported products, have been robbed by more than 5 million young people at a reserve price of less than 200 on the tide, and their quality is even loved by international appraisers, this scene is jokingly called "leeks resisting the sickle" by netizens. It is difficult not to believe that there is no big capital behind the operation to enhance their leading position in some fields.
"Blood Transfusion"
Looking at Lifan's financial report in the past three years, after Geely Technology Group became the owner in 2020, the almost crazy "blood transfusion" made Lifan miraculously turn a profit in the profit data of that year.
Lifan will "turn a loss into a profit" after Geely entered the ownership in 2020
At the end of November 2020, the company's "reorganization plan" was approved by the Fifth Intermediate People's Court of Chongqing Municipality, and the reorganization income obtained by the implementation of the reorganization plan was about 10 billion yuan, and was included in the relevant financial statements in 2020.
Geely has high hopes for Lifan, and they hope to use Lifan's strength to accelerate its entry into the southwest market, and while completing Lifan's reorganization, it once signed an intensive contract with the Chongqing government.
Geely has high hopes for Lifan
On July 1, 2020, Chongqing Liangjiang New Area and Geely Holding Group officially signed a contract, and the high-end new energy vehicle project and Geely Industrial Internet Headquarters and Digital Factory Project settled in Liangjiang New Area.
Liangjiang New Area is the third state-level development and opening up new area directly approved by the State Council after Shanghai Pudong New Area and Tianjin Binhai New Area, and an important task of the new area is to carry out advanced manufacturing. The local Changan Automobile has taken root here, and a series of projects such as Changan Automobile Global Software Center and Changan Kaicheng Automobile Project have landed here, and the landing of Geely's new energy vehicle project also means a lot.
On September 30, the Chongqing Municipal People's Government and Geely Technology Group signed a comprehensive strategic cooperation framework agreement
Subsequently, on September 30, the Chongqing Municipal People's Government and Geely Technology Group once again signed a comprehensive strategic cooperation framework agreement, according to which they jointly promoted the application of Geely Technology Group's new energy power exchange model in Chongqing and carried out the construction of power exchange network.
Geely Technology Group's substation in Chongqing
In November, Chongqing Expressway Group and Geely Technology Group signed a relevant cooperation agreement in Hangzhou, Zhejiang Province, and the two sides reached a strategic cooperative relationship to jointly integrate Chongqing Expressway resources and promote cooperation in new energy substations and other projects.
Geely Technology Group double warehouse replacement power station
Behind Geely's blood transfusion to Lifan, it is full of strategic significance: the pilot of power exchange; and Lifan has also become an important part of Geely's power exchange model.
On January 26, 2021, Lifan Technology (Group) Co., Ltd. (hereinafter referred to as "Lifan Technology") was officially inaugurated, and Lifan Technology also introduced the first electric pure electric B-class MPV model of Geely Technology Group, and achieved mass production at the Chongqing plant through the form of production line transformation and upgrading.
In fact, this product is the label replacement product of Maple Leaf Auto 80V, and now the name is Lifan Maple Leaf 80V.
According to the insurance volume data obtained by the car emperor, in 2021, the cumulative insurance volume of Maple Leaf 80V is 5798 vehicles; from January to March this year, the insurance volume of this car is 1356 vehicles.
Lifan technology products are mainly in the B-end market
Maple Leaf 80V is not sold to the C-end market, but is completely oriented to the B-end market.
A user in the circle of car friends revealed, "In the summer do not open air conditioning, winter do not turn on heating, the actual mileage is only about 230 kilometers, don't ask me how to know, I am a Taxi driver in Chongqing, driving this car." ”
Some users in the circle of car friends revealed that Maple Leaf 80V is supplied to the Chongqing taxi market
The user also said, "At most to run to about 190 kilometers to quickly change the power, otherwise it will be placed on the road, and the last 30 or 40 kilometers of power loss is very bad." ”
Although the actual endurance in use has shrunk somewhat seriously compared to the 410 km endurance claimed, this car indicates that Lifan has begun to set sail again, but only in the B-end market.
Lifan's dealers have almost disappeared throughout the country
Today, Lifan's dealerships have almost disappeared across the country, and when you want to find a dealer, you can only see the scene in the picture above.
2021, as the first year of Lifan's restructuring, is only a prelude to the next stage of the company's development, and Geely has more far-reaching plans. Sure enough, at the end of January this year, the "Ruilan" car, which focused on changing electricity, came.
"Nirvana"
If geely's main work on Lifan in 2020 is to reorganize, and 2021 is to store power, then in 2022, it should be the beginning of nirvana.
At the end of 2021, Lifan Technology and Geely Automobile each paid 300 million yuan to form a joint venture company, and the leading restructure of Lifan Technology was Geely Technology Group, although it belonged to Geely, but it was not Geely Automobile that signed the contract.
Ruilan brand positioning: a new generation of power exchange travel new potential energy
At the end of January this year, the joint venture was officially named Ruilan, positioning itself as a power-changing travel brand. At present, Maple Leaf 80V has been officially incorporated into The Blue Automobile, and the models on sale also include the Maple Leaf 30X and 60s. According to the plan, by 2025, Ruilan Automobile will build more than 5,000 substations, covering more than 100 cities.
Maple leaf 60s
In a sense, Lifan Technology's future mission in automobiles is more concentrated in the field of production and manufacturing.
The management team of Ruilan Automobile is basically composed of executives from Geely's side, of which Lou Yuanfa is the chairman and CEO of Ruilan Automobile, as one of the main creators of Emgrand products, he has created Emgrand's cumulative sales of 3 million vehicles, and also single-handedly launched Geely S1, Binrui, Xingrui, Xingyue and other products.
Lou Yuanfa, chairman and CEO of Ruilan Automobile
In the field of marketing, Cai Jianjun will serve as vice president and general manager of the sales company of Ruilan Automobile, he has more than 20 years of experience in marketing management in the automotive industry, covering Chinese brands, joint venture high-end brands, new car manufacturing forces and other enterprises.
At present, the dealer system of Ruilan Automobile has not yet been completed, but Ruilan Automobile said that at the end of February, it has received about 800 dealers' cooperation intentions.
However, in the near future, Ruilan Automobile began to recruit partners again, and it can be seen from the planning that in addition to online channels, it also includes brand centers, experience centers, experience spaces and other models of outlets.
The Ruilan Auto Experience Store is under construction
According to the news of Ruilan Automobile, dealers have stepped up their layout across the country.
It is certain that the release of Ruilan means that Lifan will soon enter the eyes of C-end users again after the reorganization, even if the LOGO in front of the car is no longer Lifan.
How far can Ruilan go with the sails? How high do you fly? Time will surely give the answer.
Write at the end:
In 2020, The Emperor of Understanding Che once specially planned a series of reports - "The Era of Great Troughs", showing that tail car companies are struggling to find a glimmer of life in the cracks between the lows, and in this series, Lifan is one of them. At that time, Lifan had already spread the news that it would be reorganized by Jili.
Lifan has been lucky in a series of tail enterprises
Nowadays, most of the car companies in this series have gradually withdrawn, and there are very few companies like Lifan that can start again, even cheetah cars, which were also acquired by Geely, have now only become a production base of Geely.
Looking back on the year of reorganization, although the figure of Yin's family is not seen, the two words "Lifan" have not been forgotten, but I don't know how Yin Mingshan will feel when he sees Lifan today?