Evergrande's first car has quietly sold 50,000 units?

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Evergrande has set a sales target for Hengchi to achieve sales of more than 1 million vehicles in 2025; by 2035, the sales target will exceed 5 million vehicles.

Author 丨Kinki

Edit 丨 nuts

Cover source 丨 network

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In the past May Day holiday, Hengchi Automobile, a subsidiary of Evergrande Group, has quietly begun the final preparation before pre-sale.

During the May Day period, Evergrande's two Hengchi automobile experience centers in Guangzhou and Tianjin have opened for business, and consumers can directly go to the store to feel the upcoming mass production of Hengchi 5.

Another network rumor said that at present, Evergrande's first pure electric SUV Hengchi 5 has opened pre-sale during may Day, blind booking opened within 10 hours, Hengchi 5 orders reached 50,000 units.

The so-called blind determination, that is, when the product has not yet announced the price, consumers only rely on the simple information published by the manufacturer in advance to deliver the deposit, for consumers, the advantage of blind determination is that the deposit is often lower, and can get more preferential or welfare policies.

However, this rumor of 50,000 units of orders, Spiral Jun did not find the official source, whether it is inside information or deliberate smoke bombs, it is still unknown.

However, one thing is certain that under the publicity of Evergrande's official hard work, the first car built by Boss Xu is really about to be sold.

1

The new car was once questioned for having no chassis

At the Shanghai Auto Show in April 2021, Evergrande Xu Jiayin, in response to the outside world's doubts about Evergrande's car, showed 9 models in one go, and invited thousands of reporters to visit Hengchi.

But what is slightly strange is that unlike other cars in the auto show, Hengchi's car can only be seen and cannot be touched, and there is a circle of guardrails and staff around it. Some netizens also posted a real picture on the social platform, and found that the chassis of Hengchi 1 was smooth and flat, completely unlike a car with driving functions.

After this incident, the "fake aura" that has been lingering on Hengchi's head seems to have become more real. But then, Evergrande, which was deeply involved in the thunderstorm, had already taken care of itself, and after several months of low-keying, finally in December 2021, it exposed the first car in the Hengchi series to go offline, Hengchi 5.

The outside world has always believed that even Evergrande, which does not have a thunderstorm, has repeatedly been questioned by the "counterfeit car", not to mention evergrande after the thunderstorm, there should be no funds to run Hengchi automobile, did not expect that Boss Xu clenched his teeth in the end, built the car, and also put Hengchi to the "top priority" of Evergrande's strategic development.

On March 22 this year, Evergrande threw out a group of photos of Xu Jiayin presiding over the Hengchi Automobile Conference on the same day, and on the same day, it was Evergrande's global investor conference call, but Xu Jiayin chose to participate in the Hengchi Automobile Conference, which shows its emphasis on Hengchi.

At the Hengchi Automobile Conference, Xu Jiayin mentioned that the mass production of Hengchi 5 should be realized within 3 months, and the date was implemented to june 22, and from the current preparation of Hengchi 5, the progress of mass production is also being implemented as planned.

On April 21 this year, Xu Jiayin also appeared in a rare appearance at the Guangzhou Evergrande Center, facing the three Hengchi 5 neatly arranged in the lobby, and even exclaimed "Beautiful!" It's beautiful! "So frequently creating momentum for Hengchi 5, it can be seen that Xu Jiayin has high hopes for Hengchi's automobile industry."

2

Hengchi 5 shoulders the sales target

It is reported that Evergrande has set a sales target for Hengchi to achieve sales of more than 1 million vehicles in 2025; by 2035, the sales target will exceed 5 million vehicles. Such a grand goal is obviously difficult to achieve by relying on Evergrande's current sales capacity.

Therefore, in addition to opening pre-sales, Evergrande is also actively building a distribution network, and on Hengchi's official Weibo, there are also relevant information about recruiting Hengchi agents. In accordance with evergrande's goal, Hengchi will prepare to build 36 Hengchi exhibition and experience centers, 1600 Hengchi sales centers, 3000 self-built and authorized maintenance warranty after-sales service centers.

The sales model of Hengchi Automobile specifically includes three aspects: order-based sales of asset-light operation, requiring the showroom to be small and fine, and unifying retail prices to ensure sales profits. In addition, in terms of the requirements for the qualification of agents, Hengchi also mentioned that the registered capital of the enterprise is not less than 5 million yuan, and it must have sufficient financial strength.

What is slightly surprising is that the outside world thought that Hengchi backed by Evergrande Real Estate's huge real estate network, will go out of the sales path different from the new car manufacturers, such as the sales center into Hengchi's brand showroom, build their own sales network, did not expect Hengchi not only did not rely on Evergrande's real estate network, or even did not have the intention of rebuilding the exhibition hall, but directly opened the agent recruitment.

From this point of view, perhaps as expressed in the recruitment instructions of Hengchi agents, Evergrande and Hengchi hope to adopt the "asset-light model" to sell Hengchi, which may contain the idea that Evergrande does not want to bet heavily on Hengchi's direct stores, and hopes to share the risk with agents.

After all, Evergrande needs to build Hengchi's sales network as soon as possible, but it is also worried about the negative impact of the previous Evergrande thunderstorm, and the most reassuring agent to join is to choose an asset-light model that only needs to bear part of the financial pressure.

However, in this way, Evergrande also almost gave up the "car and home" sales link attempt, based on Evergrande's property network, Evergrande could have been through charging piles, sales of houses and car discounts, etc., the sales of cars and houses to do deep bundling, after all, at present, no new car company has such an innate advantage as Evergrande.

However, after the release of agent recruitment, Hengchi's sales network construction progress is no longer controllable, and Evergrande's financial pressure will increase, for the current Evergrande and Hengchi, may not be the best option.

3

Can Evergrande build a car successfully?

At present, many so-called car review media on the Internet are extremely praised by Hengchi 5, such as saying that the exterior design of Hengchi 5 has a sense of future technology, from its configuration point of view, large screen, assisted driving and other functions can also compete with the mainstream new cars.

However, at present, Hengchi has not yet finally produced mass production, and the actual driving experience has to wait for the delivery of the model to make a more specific evaluation. But if it is true as predicted by the market, the sales price of Hengchi 5 is about 150,000-200,000 yuan, according to the current configuration of Hengchi, although it is not the top in the industry, it also has a high cost performance, and the market is still looking forward to it.

However, in addition to the price, consumers may also be concerned about whether Hengchi can really mass-produce, the quality of its mass-produced cars, and whether the driving experience is really as stated in its propaganda.

However, The mass production problem of Hengchi, Xu Jiayin himself attaches more importance to it than the market, after all, for the current Evergrande Group, the automobile industry is currently its last and most important bottom card, and the entire Evergrande can be described as "born to die".

If Hengchi can live up to expectations and achieve continuous and large-scale delivery, which means that Evergrande's "automobile dream" still has the opportunity to be realized, on this basis, Evergrande has enough funds to return, and it can continue to invest funds in Hengchi's technology research and development and sales layout, realize the virtuous circle of the automobile industry, and thus win a breathing opportunity for the parent company Evergrande Group.

At present, Evergrande's hopes for Hengchi have long been more than "car-making", and Hengchi New Energy Automobile Sales Co., Ltd., which was established in March this year, its main business scope covers online reservation taxi business services in addition to charging and replacing business, that is, online car-hailing business.

In fact, this means that Evergrande has established a car-making company, but also set up a travel platform, and finally built its own cars, and can also sell to its own travel platform, and finally like Geely's Cao Cao travel, SAIC's xiangdao travel, to achieve multi-point income.

If this is the case, Evergrande's ambitions in the automobile industry are still very large, and its Hengchi 5, which was mass-produced in June, is also the key to whether Evergrande Group and Xu Jiayin can turn around.