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Another Xu Jiayin was born, and the 50 billion real estate tycoons in South China stepped on the pit

Another Xu Jiayin was born, and the 50 billion real estate tycoons in South China stepped on the pit

The water in the car-making industry is too deep, and the real estate tycoons are sinking one by one, such as Xu Jiayin of Evergrande Automobile and Yao Zhenhua of Baoneng Automobile.

Recently, the 50 billion real estate tycoons in South China have also fallen into the deep pit of car manufacturing, and another Xu Jiayin was born?

Another Xu Jiayin was born, and the 50 billion real estate tycoons in South China stepped on the pit

1. Learn from Evergrande to sell cars?

Recently, Hechuang Automobile, which has always had a very low sense of existence, has been pushed to the forefront.

According to a number of media reports, according to employee revelations, since April last year, all units in the system, including Hopson Group and Zhujiang Group, have been included in the marketing scope of Hechuang Automobile.

Except for all regular employees in special positions, each person must sell one new car in 2023.

To this end, the company has also set up a reward and punishment mechanism, employees who complete the task can get a bonus of 3% of the guide price of the transaction vehicle, up to more than 12,000 yuan, and employees who fail to complete the project will be fined according to the lowest unit price of the model on sale, with a maximum amount of more than 130,000 yuan.

Another Xu Jiayin was born, and the 50 billion real estate tycoons in South China stepped on the pit

Now, the headquarters of Hechuang has issued a notice of "on-site assistance plan" for all employees, sending employees to sell cars in dealer stores, and deducting wages if they can't sell them. It can be seen that the tight mantra of "all employees selling cars" is getting tighter and tighter.

This unique marketing model, the last one happened to Evergrande Automobile.

In 2022, Xu Jiayin "encouraged" employees to actively participate in the sales of Evergrande automobiles, and even quantified the Hengchi 5 sales assessment indicators to Evergrande property employees.

With the arrest of boss Xu Jiayin and CEO Liu Yongzhuo one after another, Evergrande Automobile has already existed in name only. Who is not good at learning from Hechuang Automobile, but you want to learn from Evergrande Automobile?

Another Xu Jiayin was born, and the 50 billion real estate tycoons in South China stepped on the pit

2. South China's real estate tycoons step on the pit?

Although Hechuang Automobile is not well-known, its background is very deep.

In 2018, GAC Group, a traditional manufacturer, and NIO, a leading new power company, joined forces to jointly establish "GAC NIO".

GAC provides the production line, NIO provides software support, and GAC NIO is backed by two big trees, and the future is bright.

However, later the two sides gradually became suspicious, NIO slowly withdrew completely, GAC only retained a small number of shares, and Zhujiang Investment Management, which entered the market in 2021, won about 70% of the equity and became the largest shareholder. At the same time, "GAC NIO" was renamed "Hechuang Automobile".

Another Xu Jiayin was born, and the 50 billion real estate tycoons in South China stepped on the pit

Zhu Yihang, the actual controller of Pearl River Investment Management, is the eldest son of Zhu Mengyi, a wealthy man in Guangzhou. The word "Hechuang" of Hechuang Automobile is obviously from the abbreviation of "Hesheng Chuangzhan".

As a result, Hechuang Automobile has become a member of the "Hechuang Department".

In South China, few people know about Hechuang Automobile, but Zhu Mengyi is famous, and the Hopson Development he founded single-handedly is known as the "Five Tigers of South China" along with Evergrande, Country Garden, R&F and Agile. On the Hurun wealth list, the wealth of Zhu Mengyi's family is as high as about 50 billion yuan.

However, it is not possible to build a good car with money, and this wealthy man in South China has obviously fallen into the pit of car building, because the situation of Hechuang Automobile is very bad.

Another Xu Jiayin was born, and the 50 billion real estate tycoons in South China stepped on the pit

3. Another Xu Jiayin was born?

Before 2021, since GAC and NIO each have their own new energy businesses, it is impossible to completely tilt the focus to Hechuang Automobile.

In this way, Hechuang Automobile was unable to obtain the full support of shareholders in the early stage, which belonged to "mother does not love father and does not love", and its development was naturally limited. In the past few years, Hechuang Automobile has not improved much, and its sales are still very sluggish.

According to the data, the total sales volume of Hechuang Automobile in 2022 will be 18,941 units, and it will decrease to 18,559 units in 2023. The annual sales volume has been less than 20,000 units for two consecutive years, and it is not even as good as the monthly sales of other new forces.

With such sales of new forces, it is difficult to even survive.

Another Xu Jiayin was born, and the 50 billion real estate tycoons in South China stepped on the pit

Hechuang Automobile currently has four models on sale, including sedans, SUVs, and MPVs, which is not abundant.

However, its products have a strong taste of Aion, which is considered by many netizens to be a change of label, and the price is more expensive, how many people are willing to buy it?

For example, the starting prices of Hechuang Z03 and Aion Y are 134,800 yuan and 119,800 yuan respectively, and the former is 15,000 yuan more expensive than the latter.

The MPV model Hechuang V09, which was highly anticipated, actually caused a controversy about data fraud at the press conference, making the outside world question its 800V ultra-high voltage fast charging technology. As a result, the Hechuang V09 overturned, and the monthly sales of hundreds of units were miserable.

Another Xu Jiayin was born, and the 50 billion real estate tycoons in South China stepped on the pit

With the help of new energy vehicles, many real estate companies regard car manufacturing as an investment opportunity or a springboard for transformation, which is understandable.

But it is difficult to build a car, the water in this line is much deeper than real estate, Xu Jiayin and Yao Zhenhua are all disgraced, the former is in prison, and the latter is beaten by salary seekers.

Hechuang Automobile is now opening Evergrande's national car sales model, which can be regarded as a struggle before "self-help". It's just that if you don't exert your strength in product power and brand power, how long can this way of blindly pressuring employees last?

Perhaps soon, Zhu Mengyi and Zhu Yihang will follow in the footsteps of Xu Jiayin and Yao Zhenhua, and their dream of building a car will be shattered by failure.

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