On the eve of the Spring Festival, the company saw rumors on the Internet that Gaohe Automobile would suspend all work, but at that time, Gaohe Automobile refuted the rumors. Gaohe Automobile claims to be optimizing its channels, and the company's operation is currently in a state of normal adjustment.
Indeed, a while ago, I also swiped many bloggers on the Internet to speak out for Gaohe Automobile, and even said, "I just opened a store in Macau, how can I go bankrupt."
However, I also visited and consulted many first-tier cities Gaohe exhibition halls, at present, Beijing Gaohe Automobile only one store in Blue Harbor is still open, and the exhibition hall in Guangzhou is also being withdrawn. This phenomenon of opening stores overseas while closing stores is indeed a bit abnormal, but it also reflects that the sales of Gaohe Automobile are really not optimistic.
On the first day of the resumption of work in the Year of the Dragon, it was reported on the Internet that Gaohe Automobile held an internal meeting, announcing that it would stop production for 6 months from now on, and that wages before February 18 would be paid as usual, and that employees who remained in Gaohe Automobile before March 15 would only be paid basic wages. We can learn from the rhythm before the collapse of WM Motor, which also started with the discount of employees' salaries. From this point of view, this time Gaohe Automobile is really unbearable.
In order to verify whether the news is true this time, I also deliberately consulted many friends in the same industry. Just before we went to press, I saw a peer** who went to the Human Horizons headquarters building of Gaohe Automobile in Minhang District, Shanghai, and there were many goods around the company who were cleaning up items, and it seemed that they were really going to be withdrawn.
According to the security and property management of the park, some of the company's executives are still in the office, and employees have begun to pack their personal belongings.
In addition, there are ** businessmen at the door of the company every day to collect the debt, and just a few years ago, there are many ** businessmen who come to the company downstairs to pull banners to collect the debt, it seems that such arrears also make it difficult for Gaohe Automobile to continue to maintain.
In fact, there are early signs of the crisis of Gaohe Automobile, and a ** businessman of Gaohe Automobile broke the news that he did 10 activities for Gaohe last year, but has not received the payment. There are not a few first-class merchants who are owed money by Gaohe Automobile, and even large enterprises such as Bosch and Yanfeng, many first-class businessmen cut off the supply of Gaohe and require payment to be delivered before delivery. Some employees of Gaohe said to **, GaoheNot even part of the 2019 payments have yet to be paid。Therefore, if the supplier does not supply accessories, Gaohe Automobile cannot produce and operate normally, which is the direct reason for the current suspension of production.
Why did Gaohe Automobile, which had been called the "luxury pure electric ceiling" before, end up like this? In fact, the main reason is that the product price is too high, resulting in no one paying, and there are currently three models on sale: Hiphi X, Hiphi Z and Hiphi Y. According to public data, the cumulative sales of Gaohe Automobile in 2021 will be 4,237 units, and the cumulative sales volume in 2022 will be 4,349 units. On average, the three models together only sell more than 300 units per month, which is really difficult for brands, especially new power brands, to continue to survive.
Indeed, as the competition in the new energy market becomes more and more fierce, for car companies, sales volume is an important cornerstone for their successful survival. Even like Evergrande Automobile, which has a seemingly strong strength, it finally fell under the status quo that no one pays. Of course, a large part of Evergrande Automobile is also caused by group problems. Many consumers are afraid that the company will face the fate of going bankrupt when buying Evergrande Automobile, and the competitiveness of Evergrande Automobile's products is very limited compared with many new energy vehicle brands on the market. YetTo this day, Evergrande Automobile has still not announced its closure, but only announced the suspension of production. Therefore, the suspension of production does not ≠ go out of business.
There is also WM Motor, which has the same experience, compared with Evergrande Automobile, WM has indeed sold a lot of cars. Since its establishment, WM Motor has sold almost 100,000 vehicles. However, the profits of these hundreds of thousands of cars are far less than the investment of tens of billions of WM Motor, especially the decline in sales at the beginning of last year, and the emergence of many more powerful new energy vehicles, which made WM Motor, which did not have much advantage, collapse instantly.
Therefore, today's Gaohe Automobile is very similar to the ending of Evergrande Automobile and WM Motor, although it has not announced the official bankruptcy, but from the perspective of sales, Gaohe Automobile really can't play this game. Indeed, in the new year, the competition in the new energy vehicle market will become more and more fierce, and more car companies with average strength will be eliminated.
Therefore, in such a situation, even if Gaohe Automobile has been constantly refuting rumors, it may only be saving the last face, and in the end, it will not be able to recover the crisis state of poor sales. From this point of view, it is only a matter of time before Gaohe Automobile becomes the next WM. Therefore, for many owners of Gaohe Motors, the cars that they bought with hundreds of thousands of dollars may end up being unattended. We also hope that as a former high-end brand, Gaohe Automobile can deal with the future after-sales problems for the owners of Gaohe Automobile and make a reasonable solution, so as not to let people go to the tea and cold.