Xu Jiayin, who had personally grasped Evergrande Automobile, had not had a meeting with the team for a long time, and the real estate matter was enough for him to be busy.
However, during the Mid-Autumn Festival, he also distributed 320 million options to 3,100 employees to save the hearts of the military. However, as far as Evergrande's stock price is still declining, the options in hand cannot make Evergrande Automobile's employees feel much satisfaction.
Just before the Mid-Autumn Festival, Evergrande notified Evergrande Automobile employees working at its headquarters in Shenzhen to move to their registered place in Nansha, Guangzhou. Cross-market mobility is actually a strategic adjustment of Evergrande's automobile business, which is likely to be a signal of strategic contraction.
Evergrande Automobile is looking for a buyer, and many employees who are still working are waiting to see who the final buyer will be, "It is really not possible to go any further." ”
Employees have not completely abandoned Evergrande Automobile.
However, the news of Evergrande Automobile is not good.
On the evening of September 24, Evergrande Automobile announced that in view of the liquidity problem, in the "Evergrande Health Valley" and the new energy vehicle living space support, there was a delay in the payment of suppliers and project funds, resulting in the suspension of some related projects. As of the date of this announcement, Evergrande Group has not made significant progress in resuming work for some projects.
It once again confirms the serious shortage of funds in Evergrande.
On the evening of September 26, Evergrande Automobile issued an announcement that after careful consideration, the company and Haitong Securities Co., Ltd. agreed to terminate the listing counseling agreement and will report to the Shenzhen Regulatory Bureau of the China Securities Regulatory Commission. Therefore, it is proposed that the issuance of RMB shares will not proceed.
This also means that <b>Evergrande Automobile, which announced in September last year that it was seeking to list on the Science and Technology Innovation Board, gave up its return to A-shares. </b>
<b>From the beginning of the year, the market value once rushed to 640 billion Hong Kong dollars, to the current market value of less than 20 billion Hong Kong dollars, in a few months, Evergrande Automobile fell by nearly 97%. </b>
Previously, the management of Evergrande Automobile revealed that Evergrande Automobile has invested a total of 47.4 billion yuan, of which 24.9 billion yuan was used to acquire core technologies and research and development expenses, and 22.5 billion yuan was used for factory construction, equipment procurement and parts procurement. Today, Evergrande's market value is not as high as its past R&D investment.
In the eyes of the outside world, Evergrande Automobile may become the biggest bubble in the history of China's new energy car manufacturing, but in the eyes of Evergrande Automobile's internal employees, the war investment is still talking, "Maybe there is a hint of a turnaround." ”
<h2>The real estate developer's routine</h2>
Evergrande car manufacturing is criticized by the outside world, is its full of real estate developer routines used in the field of car manufacturing, and even to Evergrande car manufacturing, but also to "part-time" to sell houses.
Xiao Ke, who just joined Evergrande Automobile at the beginning of last year, sent a wave of Evergrande real estate advertisements in the circle of friends, which is Evergrande's twice-yearly "full staff marketing" task, "140,000 employees have to send advertisements." For Xiao Ke, advertising is not a disgusting thing.
"The requirements for the car are not high, willing to send it, and it is good to sell it with a commission."
For the matter of Evergrande's full staff marketing, there are benevolent people inside Evergrande Automobile. "Those who engage in research and development also have to sell houses" is often complained about on the Internet, and has become a "slot point" for real estate companies to build cars.
Another thing worth complaining about is the "real estate developer-style marketing style".
"I like to make a difference." Xiao Ke, who works in evergrande's automobile marketing department, said that this is often complained about by colleagues from traditional automobile factories.
When the mass production car has not yet rolled off the production line, the advertisement of Hengchi electric vehicle has been overwhelming.
<b>According to Evergrande Automobile insiders, Evergrande Automobile's marketing and market value management are personally managed by Xu Jiayin. </b>
<b>"Pushing up the market value at the beginning of the year was also planned by the boss." The above-mentioned person told the product to play/taste the driving. </b>
From sponsoring football matches to placing advertisements on CCTV, the circle of friends and even Youtube can see Evergrande's advertisements, creating a momentum of "everyone sees, everyone wows", showing the true colors of rich real estate developers everywhere, but it is evaluated by many outsiders as "soil slag".
According to Evergrande Automobile insiders to pin play / pin driving revealed, <b>this wave of advertising smashed more than a billion, the purpose is to create momentum. </b>
Xiao Ke in evergrande's automobile marketing department said that this is the way real estate plays, "We persuaded, useless." ”
This also makes people more suspicious, is Evergrande seriously building a car? Although it is well versed in the way of publicity, from the high-profile appearance at the Shanghai Auto Show to strict risk control, no one has really seen the inside of Evergrande Automobile, and the so-called automatic driving technology has not really been experienced.
But at least in the eyes of the employees, Evergrande Automobile is not as bad as the outside world rumors.
Previously, there were rumors that in fact, Evergrande Automobile developed only one Hengchi 5, Xiao Ke said that the six cars announced had engineering vehicles and had been testing.
"If you have money, maybe these cars are about to be mass-produced."
From the Hengchi public account that is still being updated, it can be seen that a total of 53 vehicles in Hengchi 1, 3, 5, 6 and 7 have just completed summer tests, and it is announced that Evergrande has entered a new stage.
In the article on Hengchi AVP automatic parking system released in June, Evergrande Automobile also said that Hengchi mass production has entered the sprint stage, and according to the plan, Hengchi series will be trial production in the fourth quarter of this year and a large number of deliveries will be achieved next year.
From automatic parking to summer testing, it seems that Evergrande Automobile is still running. But everyone knows that Evergrande has no money.
<h2>Buy and buy the row noodles that are propped up</h2>
In Guangzhou, Xiaopeng, GAC Aean, and Shenzhen-based Evergrande are some of the most popular choices for local automakers.
In 2019, when Weilai and Xiaopeng were still looking around for money to seek survival, Evergrande held a huge global strategic partnership summit in Guangzhou, and Xu Jiayin signed strategic agreements with more than 60 world auto parts leaders from Bosch, ZF, Continental, Magna, Webster, etc. That giant signing screen is rare in the automotive field.
Evergrande, which advertised "buying, buying and buying" everywhere last year, is a world of difference compared to Xiaopeng, who has just breathed from the capital chain crisis.
Therefore, jumping out of the traditional car company, Xiao Ke chose Evergrande, <b>"At that time, the average person felt that Evergrande was stronger than Xiao Peng." </b>
According to public data, the total number of employees of Evergrande Automobile is about 8800. Like Xiao Ke, more than 6,000 people were attracted to Evergrande Automobile last year.
In February 2021, when Evergrande created a high point in market capitalization, Evergrande immediately exhibited 9 cars at the Shanghai Auto Show held in April.
Participating in this exhibition, Evergrande Automobile once again attracted public opinion in the controversy.
Prior to this, Evergrande Automobile had just released a road test video, but the Hengchi electric vehicle on the booth was heavily surrounded and did not allow the outside world to get close.
There are more rumors that Hengchi electric vehicles are lifted into the hall, "the real car is so heavy, how can it be carried in?" "The rumors of Evergrande exhibiting model cars have become very popular.
<b>According to Evergrande Automobile insiders, among the vehicles exhibited at that time, only Hengchi 1, 3 and 5 were engineering vehicles, and the others were model cars. </b>
<b>"It doesn't meet the conditions to participate at all, but the boss has to participate." </b>Although Evergrande Automobile has set up a large marketing team, as mentioned above, all the clapping boards are Xu Jiayin alone. "The owner likes to fry the car as a house." The Xu Jiayin in Xiao Ke's eyes is no different from what the outside world sees.
But the heat didn't last.
The turning point came in June of this year.
Evergrande Group no longer has a large blood transfusion for the automotive business. At this time, Evergrande Group is frequently being exposed that commercial tickets are overdue and cannot be paid, and Evergrande's debt crisis is intensifying, and it has no time to take care of car building. In August, China's Evergrande, Evergrande Automobile and Evergrande Property, including Evergrande Automobile, began to look for buyers, and Evergrande Automobile was forced to sell itself before entering the mass production stage.
At the same time, in August this year, it was reported that Magna, who was responsible for the research and development business of Hengchi 1, stopped work and asked Evergrande for funds, and its Hengchi 1, which was responsible for research and development, had also stopped advancing.
Evergrande has been taking R&D outsourcing, in addition to Magna, but also includes FEV, Edak, of which Edak is responsible for the research and development of Hengchi 5. It is understood that other cooperation has not stopped, but research and development has been stopped because there is no money.
Despite the lack of money, a number of Evergrande Automobile employees confirmed that <b>Evergrande has not laid off employees and has not cut salaries</b>. The interior of Evergrande Automobile does not seem to be as dilapidated as rumors from the outside world. "Some people are looking for new opportunities, and some people want to wait and see."
"Do you think Evergrande still has hope?"
"If state-owned assets are introduced, there may still be salvation." Xiao Ke said.
Dai Lei, who once ran away from Byton, officially announced that he joined Evergrande in April this year, and now he has not left, perhaps, everyone is waiting for a turnaround.
(Xiao Ke is a pseudonym in the text)