[Introduction: Gaohe came out, and some people thought of its retreat from the very beginning. Because of the routine of "carrying rice on the back of an empty sack", everyone can understand it, which is also a common problem that new forces are not optimistic about making cars. Especially under the manipulation of capital, the madness of some new forces to build cars is like the influx of "selling tea eggs", and the thunderstorm is a matter of time. But people have a different view of Gaohe, even if it has come to a shutdown today, people are still not worried that someone will pull it, because Gaohe still has the accumulation of technology patents and inventions in its hands, and it has not been idle in recent years, especially high-net-worth talents and intangible assets can not be underestimated. 】
Written by |Yan Guangming, editor|Grass.
Turning out the "Ding Lei's Singing" written five years ago, it reminds me of the scene when Gao He hosted the first banquet of the country's leading celebrities in a luxury hotel on the Bund: a luxurious banquet, exquisite Western food, high-end red wine, a majestic scene, and elegant refinement. Outside the window, the Shanghai style of the Huangpu River, the new trend of Lujiazui, the neon of the magic capital, and the brightness of the night sky. These made the participants see the connotation and extension of "high-end", and appreciate the height of "seeing the mountains at a glance", which is amazing, beyond the imagination of the media, and the re-recognition of luxury cars. In particular, Ding Lei improvised and sang his favorite English song "Sailing", which has the heroism of being in the "voyage", the courage to face the "challenge", and the implication of the allegorical image, creating the image of a poet and philosopher like a "new entrepreneur".
At that time, no one doubted Ding Lei's return and ability, as well as his ideas and strategies, especially his connections and resources, his experience and judgment, including the operation of urban capital and strength, and so on. This is an advantage that is beyond the reach of his peers who were involved in the new automotive industry at the same time, and they all envy his pride in holding a good hand, and the jealousy of luck favoring him.
First of all, Human Horizons took the lead in offering the banner of "changing the way human travels", responding to the height of urban transformation and development; Secondly, it is a big card of the "three wisdom strategy", that is, smart cars, smart transportation, and smart cities, which are implemented as the practical needs of vehicle-road coordination; In addition, the innovation of "evolvable car" and "reinventing the car" is integrated into the call of Shanghai for local high-end car brands.
Looking at Gaohe from such a perspective, the trajectory of the start is remarkable, stable and strategic. From Shanghai Zhangjiang Hi-Tech to the Bund pomp, and then from Jinqiao to Yancheng, as well as from Shanghai to foreign cities and overseas development, including marketing and communication, attack the Beijing-Shanghai Auto Show, etc., in a short period of time, Gaohe has played the "smart electric" car vigorously, began to wander in cross-border cooperation, attracted capital intervention, and was busy with the opening up from the top-level design to the underlying logic. In the end, after going around in a big circle, I still fell on the car.
In my impression, at the beginning of Human Horizons (2017), it was silent at first, buried in planning and recruitment. It took two years before the momentum began. However, Human Horizons took the lead in releasing not the car, but the brand and its "three wisdom strategy", which is high-profile and extraordinary, claiming that Human Horizons is not a car company, but a technology company. Then, the "three wisdom strategy" was highlighted in the communication, highlighting the futuristic sense of intelligent technology. Still, there is no jumping out of the routine of packaging "new species".
In the business sector (smart cars, smart transportation, smart cities), smart cars account for only one-third, emphasizing that the main business is engaged in vehicle-road coordination and smart city planning and intervention, focusing on the high-end business of "intelligent technology", and in Yancheng with the local ** cooperation, has its own test area. Unleash the attributes and forward-looking nature of technology companies, and find a new way to distinguish it from other new forces.
The outside world is very confused, what kind of card is Human Horizons playing? It is obviously completely different from the gameplay of the new forces, and it has opened up a distance, showing a tall and strong style. From the logo design, it is not difficult to see the extraordinary and ambitious of Gaohe, which integrates time and space, China and the West, adopts modern creative design, presents a different vision from "China" to "He", and highlights the "core concept". It must be said that this is quite a modern pattern tension.
From the launch of the concept car, to the listing of the first real car, as well as the layout of the marketing industry, the opening of the delivery center, including the rented office building in Yangpu District to the company headquarters in Pujiang Town, the completion and opening of the "glass factory" (smart factory) in Yancheng, on-site visits and test drives, etc., Human Horizons finally tied its fate to the bull's nose of the smart electric vehicle, did not get rid of the attributes of the new force of car manufacturing, and in the end had to rely on car manufacturing to continue its life.
Whether it is Ding Lei or his subordinates, they are not worried about the niche and high-end of the product (prospect), but they hold the mentality of "the rich play tickets, the poor gamble their lives", sit and watch the market and industry, revel in the differences and high-end of the products, and appreciate the "integration of the smart city". If memory serves, Hi-Tech was the first to propose the three definitions of "new cars" (scene-defined design, software-defined vehicles, and technology-defined luxury), and it was also the first to tell the story of "digital cars transformed into 'vital signs'".
Still, I'm worried about whether such an overly virtual (intelligent) and high-end will have market recognition and social resonance, and retain the views of communication, lingering in interviews and reflections from time to time. Even after experiencing "Smart City Integration" (test section) and "City Sail" (unmanned driving) in Zhangjiang, the distance between the real market and the ideal model, high investment and survival risk were proposed. But the calmness and composure of the company comes from the self-confidence of the founder, and has verified the miracle of starting from scratch, as well as the judgment of experience. Of course, Ding Lei has also publicly talked about the life and death of the company, but it is all an external response to "moaning without disease", and he does not care about the approaching crisis at all, but is quietly in the role of a physicist in the sci-fi blockbuster "Gene Awakening 2041", obsessed with the "hiphi-? "Warm-up.
In the eyes of others, this is the idea of communication, and his subordinates help Zhang Luo and pave the way, and also upload it to the Internet to attract traffic. But in my opinion, it is a kind of trance, as if I am grabbing the job of **. found that Ding Lei's cross-border steps were a bit big, and he seemed to be following in the footsteps of Ma Yun. I have the impression that "actor Ding Lei" is a little unaccustomed. But when he used the car as a "thought tool", he found that Ding Lei not only sang well, but also acted, at least pushed the physical properties of the car from the perspective of life to the sustainability of digitalization, and brought it to life, keeping up with Einstein's footsteps in logical reasoning, which was vivid and quite intriguing. And when from the non-physicist actor Ding Lei and his protagonist "hiphi-? Walking off the screen together to meet **, Ding Lei at this time changed back to the role of the boss, but his outfit did not change, but his tone changed to "private meeting". At that time, I was a little confused, and I felt that Gao He was not only a master of converting concepts into words, but also an expert with communication skills. However, many signs of uncertainty cannot be concealed. But Ding Lei is still saying, "We are not a car company that pursues sales, but an output of ideas and concepts." "When the new energy vehicles are smoky, they are still light and light, and they don't feel unusual, where does the confidence come from?
So, how exactly is Gaohe defined? Three years ago, when I was visiting the Yancheng Smart Factory, a Hong Kong reporter in Shanghai asked me and couldn't answer. Actually, I'm thinking about it too. However, the ambiguity and mystery of Gaohe's direction have released the confusion that has become confusing through the three-year epidemic, not only high and low, but also self-appreciation, especially the concept-first routine has begun to fail, such as "using the past to infer the future will inevitably lag behind the times; Only by defining the future with the future can there be a real future", etc., can no longer impress the consumer market.
In fact, the advent of Gaohe, from the very beginning, some people thought of its retreat, because the routine of "empty sack carrying rice" can be understood by everyone, which is also a common problem that new forces are not optimistic about making cars. Especially under the manipulation of capital, the madness of some new forces to build cars is like the influx of "selling tea eggs", and the thunderstorm is a matter of time. But people have a different view of Gaohe, even if it has come to a shutdown today, people are still not worried that someone will pull it, because Gaohe still has the accumulation of technology patents and inventions in its hands, and it has not been idle in recent years, especially high-net-worth talents and intangible assets can not be underestimated.
So, the problem of Gaohe's shutdown lies in the first, what is the warning significance for the transformation and development of the industry? Some people say that the capital chain is broken; Some people also say that the product is too luxurious and not grounded; Others say that the way of thinking is old-fashioned, overestimating oneself, and so on. Perhaps, this is a little different from when you succeed, when you can say anything, and the result of failure is only a lesson, not to mention that it is a foreseeable risk. Although there are many reasons that can be analysed, the reasons presented can be self-justifying, and even luck is not ruled out. Does that make sense? Originally, Gao He has a good deck of cards in his hand, has the first opportunity, is not bad for money, has a good personality and resources, and also has a good start (corporate structure, concept and value orientation, etc.), which is a fact. However, he just opened too much, over-integrated macro narrative, ignored "details determine success or failure", and fooled himself.
Historically, "big factories make small cars, small factories make big cars", and this is still the case today, whether it is a fuel car or an electric car, at least so far, no one has been able to get rid of this law. Therefore, in the madness of new energy vehicles still in a high fever, the suspension of Gaohe may have sounded the alarm bell of people's re-recognition of the transformation and development of automobiles.
Comments. What is the problem with the suspension of Gaohe**? Originally, Gao He had a good deck of cards in his hand, took the lead, and was not bad for money, with a good personality and resources, and a good start. However, he just opened too much, over-integrated macro narrative, ignored "details determine success or failure", and fooled himself.
This article is the original of "Heyan Reading Cars", and it is not allowed to be unauthorized **).