The engineer friend on the list of 300 employees in the Feifan Intelligent Driving Department complained to 51 Jun that the N+1 that he said had not been fulfilled so far. Now the New Year is coming soon, unemployment + unpaid wages make the New Year in 2024 extremely difficult.
Large-scale layoffs in key departments may be a change in the business model, but if the top management is "cleaned", the brand's business model may be a problem. Like Hechuang Automobile, it has not been peaceful recently.
The latest news, Du Lan, co-president of Hechuang Automobile, has recently chosen to resign silently, but neither Duran himself nor Hechuang Automobile has made a statement on this matter. But when I opened Duran's Douyin homepage, there was no content related to Hechuang.
Although she is a female general, Duran's resume is not simple, in addition to her outstanding image, she joined iFLYTEK as early as 2015 and served as the company's senior vice president, president of iFLYTEK South China, chairman of iFLYTEK South China Artificial Intelligence Research Institute and other positions until April 2023.
Judging from her past resume, Duran can be called a female general, and at the same time, she has more than 2.56 million fans on her Douyin platform and a good image, which undoubtedly brings her own traffic and can attract more people to pay attention to the brand she manages, which can be described as killing two birds with one stone.
In fact, after Duran joined Hechuang Automobile in September 2023 as the co-president of Hechuang Automobile and the executive director of Zhujiang Investment Management Group, he has indeed participated in the promotion of many new cars, such as publishing a large number of ** related to Hechuang V09 on his personal account, personally appearing on camera to shoot new car endorsements**, etc.
Third-party data shows that the overall sales volume of Hechuang V09 in 2023 is only 971 units, although the actual sales month of the car is only in the fourth quarter, but such data can still only be regarded as bleak.
It is precisely because of the unsatisfactory sales and even frustration that some internal staff of Hechuang revealed that in fact, Duran left as early as October 2023, and the actual entry time is also in April 2023, and the tenure is about half a year. There is a huge gap between the revelation and the official disclosure, and it is not yet possible to distinguish the authenticity of it.
As a new energy brand with a background, the personnel changes of the head are so obscure, is there anything wrong with this?
I don't know what the brand's operating logic 51 Jun has to say, but I believe everyone has long been accustomed to the changes of this brand.
For example, at the brand level, there have been many changes in Hechuang. This brand was first established in 2018 when it was called GAC NIO, that is, a brand jointly invested and established by GAC Group and NIO. But the good times didn't last long, and before the brand was officially on the right track, Weilai withdrew, and it was Guangdong Zhutou Investment that took over
After Weilai withdrew, it was natural to consider changing its name, and Guangdong Zhutou accounted for as much as 68 shares5594% of the reasons, naturally have the right to name, so it was renamed Hechuang.
I believe that readers can also see some clues when they see this. Although the similarity between Hechuang's car and some of GAC Aion's products is very high, it is actually a financial investment company at the helm, and as a minority shareholder like GAC Aion, its main role may be to provide products.
To sum it simply, laymen do things inside, so they naturally face no fewer problems.
At present, there are 4 models on sale, namely Hechuang 007, Hechuang Z03, Hechuang A06, and Hechuang V09. In terms of product matrix, it is relatively rich in a number of new forces. However, the actual sales volume shows that in 2023, 17,353 of the 19,558 new cars will be contributed by the Z03.
In other words, the other three models sold only 2,205 units throughout the year! Such sales can no longer be attributed to the fact that the product is not good, but that there is a huge problem in the operation! After all, as we all know, most of Hechuang's products are inextricably linked with Aion's models.
For example, the Hechuang Z03, which is actually a sister version of the Aion Y's replacement logo and front and rear lights. On the premise of the same entry-level battery life, the starting price of Aion Y is 11980,000 yuan, but Hechuang Z03 is 13480,000 yuan! Directly more expensive 150,000 yuan! This is a fatal wound for the main online car-hailing market.
Compared with the data of Aion Y's actual insurance of 203,723 vehicles in 2023, the Hechuang Z03 is not even a fraction of it!
For an auto brand, the core business is to sell cars, so that it can develop and grow, and only then can it account for investors. However, the situation of Hechuang Automobile is basically not related to the matter of selling cars to make money. In such a situation, it is natural for someone to come out and carry the black pot. And this kind of corporate culture is to implement the entire brand development.
For example, Liao Bing, the first CEO of the brand at the beginning of its establishment, was also the founder of the company, but in 2021, less than 3 years after the establishment of the brand, he had to resign and leave.
In addition, in November 2023, Hechuang Automobile also experienced a major reshuffle, with Zhang Yuesai as the president responsible for production and operation management; Lou Qiaoping served as the chief financial officer and was responsible for financial management, investment and financing management, company listing and other businesses.
From this point of view, for Hechuang Automobile, the next goal is to go public. Success, thinking that you can get the capital money, the company continues to operate, fails, and may not be far from closing.
Therefore, for Hechuang Automobile, the personnel changes in the daily operation department are insignificant. It is understood that the marketing director, deputy general manager of sales, vice president of sales and other management personnel of Hechuang Automobile have all left.
It is a recognized fact in the industry that the competition in the automotive industry will accumulate more in 2024, and many brands with development problems will also be exposed and issued. Judging from the current business situation, 51 Jun believes that Hechuang Automobile should be self-vigilant and seriously think about how to operate an automobile brand. Otherwise, the next one to be eliminated may be Hechuang Automobile.
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