Text | Zhang Jiaru
"Beautiful! It's beautiful! Not long ago, three Hengchi 5s were unveiled at the Evergrande Center in Guangzhou, and Xu Jiayin personally came to the scene and praised the Hengchi 5. According to the plan, the day of Hengchi 5 mass production is approaching, and there is not much time left for Xu Jiayin.
On March 22, Xu Jiayin issued a "death order" to Evergrande Automobile Group: "Work hard for 3 months, and on June 22, we must achieve mass production of Hengchi 5." "Now, there is still 1 month and 20 days before the expected mass production date. On March 27, Liu Yongzhuo, president of Hengchi Automobile, announced that Hengchi 5 will be pre-sold soon.
The mass production of new energy vehicles is of self-evident importance to Evergrande and Xu Jiayin, and it is the beginning of a turnaround battle. Since 2021, Evergrande has been deeply involved in a debt crisis, and Xu Jiayin has made it clear that Evergrande will transform into a new energy vehicle company within 10 years.
It is no exaggeration to say that new energy vehicles are a life-saving straw for Evergrande. However, mass production delivery is not as easy as expected, once the gap pool appears, it will require more time and capital costs, and new energy vehicles may also become the straw that crushes the camel.
The challenge of mass production is very large, but the sales challenge after mass production is even greater, especially the after-sales service system of new energy vehicles, in terms of Evergrande's current debt crisis, the construction situation is worrying, which will also affect the confidence of car buyers.
In 1982, after graduating from university, Xu Jiayin was assigned to the Wuyang Iron and Steel Factory in Henan Province, where he went from worker to workshop director and accumulated solid basic manufacturing skills, which made him very confident in building cars. In 1996, Xu Jiayin founded Evergrande and spent more than 20 years to bring Evergrande to the throne of the world's largest real estate enterprise.
After the silver age of real estate, Xu Jiayin has been looking for Evergrande's second growth curve, and this industry needs to be large enough to match evergrande's scale.
Under the policy of Dongfeng and the general trend of the industry, new energy vehicles have huge room for development, and can also bring unlimited imagination space to investors.
The global new energy vehicle giant Tesla, with the highest market value of more than $1 trillion, Musk became the world's richest man with the market value of his positions. BYD, the leader of domestic new energy vehicles, has soared its stock price, with a maximum market value of 970 billion yuan.
Xu Jiayin's heart lit a flame - to build a car. On the track of new energy vehicles, there are many people who have gone out of the house halfway, there are few successful people, most of the money is burned out, and the car has not yet come out.
Evergrande makes cars, Xu Jiayin is known as a RMB player by the outside world, that is, "not bad money".
Evergrande's car-making concept, Xu Jiayin summed up in 15 words: buy, buy, buy, circle, big, good. That is, to use acquisition, alliance and strategic cooperation to form a "car-making dream team".
In September 2019, Xu Jiayin flew to Germany to chat and laugh with more than 60 foreign faces at the dinner table, and some people pointed out that bosch, continental, ZF and other "strongest on the surface" auto parts CEOs were the toast.
Three months later, in Guangzhou, at the signing ceremony of Evergrande Automobile's global strategic cooperation, Xu Jiayin called out 206 auto industry leaders and more than 1,100 automotive industry chain executives. When the tens of meters long table for signing cooperation documents was put on the stage, the real estate industry and the automotive circle were all shocked.
Xu Jiayin's intention is obvious, exchanging capital for time and capital for technology.
In August 2020, Evergrande car manufacturing ushered in a key node, Hengchi 1, Hengchi 2, Hengchi 3, Hengchi 4, Hengchi 5, Hengchi 6 six cars at the same time, you know, BMW, Volkswagen and other fuel giants, while releasing the highest record of electric vehicles is only 3; Tesla has only 4 models in more than ten years.
Xu Jiayin's ambitions are very large, according to the plan, Evergrande Automobile will invest 45 billion yuan in 3 years, with a sales target of 1 million vehicles in 2025 and a sales target of 5 million vehicles in 2035, becoming the world's largest and strongest new energy automobile group.
If all goes well, when Evergrande Automobile becomes the "strongest new energy automobile group", Xu Jiayin holds two of the world's top 500 enterprises.
The bone feeling of reality is beyond everyone's imagination. In December 2021, Evergrande's debt crisis exploded, and Xu Jiayin was named the worst gangster in 2021.
At the critical moment, Xu Jiayin refused to lie flat, nor did he allow anyone in Evergrande to lie flat. On the one hand, Xu Jiayin led Evergrande to maintain the delivery of the building and stabilize the basic real estate. On the other hand, Xu Jiayin promoted the progress of car manufacturing and clarified that Evergrande will transform into a new energy vehicle company within 10 years.
Now, Evergrande's car-making dream ushered in a big test, that is, mass production. Xu Jiayin demanded, "The automobile group should work day and night, work hard for 3 months, and on June 22, it must achieve the mass production of Hengchi 5, laying a solid foundation for the healthy and sustainable development of Evergrande Automobile." ”
Past, present and future, mass production is the biggest keyword for new energy vehicles. The mass production of a new car on the market generally goes through five stages: PPT, concept car, engineering trial car, batch production, and then mass delivery.
Previously, many new car-making forces generally stayed in the PPT stage, leaving a blueprint and a chicken feather, and very few people swam ashore in one breath. Hengchi 5 mass production is a key step in the transformation of Evergrande's new energy vehicles, mass production means that the dream shines into reality, but it is not the end of car building.
After mass production, the sales challenge is even greater, especially the after-sales service system of new energy vehicles, which directly affects consumer confidence. For example, some netizens are worried that after buying, they are afraid that there is no place to repair, and most of the car companies want the owner to return to the store every 10,000 kilometers to "maintain and inspect" to confirm whether the components are tightened and how the battery health is.
At present, the new forces of new energy car manufacturing in China, in order to expand the scale of sales, are building sales and service networks in the country, and widely publicized, using infrastructure for the market. This is the same as the ancient reason for leading soldiers to fight, and fighting a war seems to be fighting soldiers and horses, but in fact it is the service system of grain and grass.
For Evergrande, it is now a two-line battle, not only to ensure the delivery of the building, but also to achieve the mass production and sales of Hengchi 5, and the construction of the sales service system is crucial.
From the second half of 2020 to April 2021, Evergrande Automobile has repeatedly revealed that it plans to quickly build 36 Hengchi exhibition and experience centers, 1,600 Hengchi sales centers, and 3,000 self-built and authorized maintenance and warranty after-sales service centers.
A few months later, Evergrande's debt crisis emerged and has not yet subsided. In April, it was rumored on the Internet that in a small area in Henan, Evergrande's owner moved bricks to save himself, just to collect the house. Since April last year, 1,600 Hengchi sales centers and 3,000 after-sales service centers have almost lost news.
Around the middle of March, there are self-media reports, Hengchi Automobile staff revealed that hengchi automobile has been in 235 cities across the country layout 313 after-sales service outlets, the first batch of Hengchi display experience center will be built before the hengchi 5 pre-sale, respectively settled in Beijing, Shanghai, Tianjin three places, and so on after the new car pre-sale opens, the company's channels will be widely rolled out and built.
On March 27, Hengchi Automobile public number issued a document, Hengchi Automobile President Liu Yongzhuo said that Hengchi 5 work is progressing smoothly, pre-sale is about to start in full swing, Hengchi's first batch of display experience centers, sales centers will soon be opened in Tianjin, Shanghai, Guangzhou and other 15 key cities. Among them, there is no mention of the details of the after-sales outlets.
On April 1, another self-media reported that Hengchi Automobile Sales in Zhujiang New Town, Guangzhou, said that it would take some time for the 313 after-sales outlets in 235 cities to be announced. Where the after-sales point in Guangzhou is set, the sales directly say that there is no specific plan.
In general, the details of Hengchi's sales and service network are still a mystery, how to buy, where to buy, where to repair, but also need more official information disclosure. Hengchi 5 mass production is imminent, which will affect the confidence of car buyers.
Today, there are less than 2 months to go before the mass production of the Hengchi 5 required by Xu Jiayin. After the mass production of Hengchi 5, sales and word of mouth affect the future prospects of other models. The more far-reaching impact is whether Evergrande Automobile can have hematopoietic function and alleviate Evergrande's debt pressure.
Evergrande car dream, mass production is a key step, but it is only the first step, after the mass production of sales, Evergrande can hand over a beautiful answer? What do you think?